Health Sector: Strategy vs Tactical

What is the difference between sales and marketing? Traditionally speaking, the difference is sales is “tactical” whilst marketing is “strategic”. In small companies, one person may do both but in large companies, multiple people may perform these functions. To do both properly requires a good deal of self discipline, time management and a strong personal skill set.


Marketing to Health:

Scenario:  In order to develop a marketing program for the Department of Health in Victoria you must work strategically:

  1. Build generic marketing resources that demonstrate what your company can deliver
  2. Obtain physical locations, contact information and job functions of key decision makers in head office and branch locations
  3. Find out the organizational structure including parent and child organisational relationships, procurement protocols etc
  4. Understand the terms and conditions under which work needs to be performed including statutory and legal
  5. Build a social media program that demonstrates your company’s deliverables specific to the Department of Health in Victoria

Selling to Health:

Scenario:  An opportunity has just been announced.  Gippsland Health (a division of Department of Health, Victoria) wants to do an upgrade of their ICT systems, you will now need to work tactically with a salesperson that has been assigned to this specific opportunity:

  1. Understand the mission and future programs of the Department
  2. Obtain contact information and job functions of key decision makers specifically in Gippsland Health
  3. Discuss tactics required for winning the tender
  4. Define the strengths and weaknesses of the competition
  5. Participate in the bid and proposal review decision process

Next the salesperson should:

  1. Obtain the necessary resources to write the proposal
  2. Gain the necessary resources to review the RFP for risks and solution ideas
  3. Select teaming partners and build a working relationship together
  4. Work to transition the winning proposal to the contract delivery team
  5. Deliver RFT by due date

A-ZGovBIZ Discovery is a powerful data search engine that can be used both strategically and tactically to research a prospective customer and build relationships both horizontally and vertically throughout and prospective customer’s organisation.

Michael Bleakley is a journalist, communicator and marketing professional of 25 years. His career began in his early 20’s publishing tech magazines for education. Michael’s career then moved into online and book publishing for a global business publisher, then finally into database publishing and marketing at A-ZGovBIZ.

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