Presentation on theme: "Increasing your Market Share in Mexico, Central & South America, and the Spanish-Speaking Caribbean Marketing Communication Tools Overview Presented by:"— Presentation transcript:
Increasing your Market Share in Mexico, Central & South America, and the Spanish-Speaking Caribbean Marketing Communication Tools Overview Presented by: EL HOSPITAL (EH) Print Magazine / Digital Magazine / E-newsletter / Web Portal / Research Services
Why is Advertising a Must Today? Traditional Purchasing intentions announced in step #1 1.Identifies need 2.Collects information and develops project 3.Searches for products and suppliers 4.Studies products and suppliers 5.Selects suppliers 6.Asks for quotation 7.Sends purchase request Today! Purchasing intentions announced in step #6 1.Identifies need 2.Collects information and develops project 3.Searches for products and suppliers 4.Studies products and suppliers 5.Selects suppliers 6.Asks for quotation 7.Sends purchase request Today the purchaser remains anonymous through the preliminary work of choosing the supplier, up to the point in which he/she has already made up his/her mind and proceeds to request a quote. Due to this new modus operandi Suppliers must stay in contact with Buyers at all stages of the Purchasing Decision Making Process to increase the chances of being selected and considered in steps 1-5, before the buyer makes his/her buying decision. Buyer Identification in the Purchasing Decision Making Process is Taking Longer than Before!
Marketing Communication Strategy Top quality and highly valued editorial content Trusted & extensive reach –Deep and extensive reach to healthcare purchasing decision-makers –Pan regional across 20 Latin American countries –BPA Worldwide audited circulation Multimedia penetration –Print Magazine –Digital Magazine –E-newsletters –Web Portal Direct marketing capabilities –Personalized covers –Personalized info-letters – broadcast services –Mailings of customized product catalogs Market research services –Buying intention, branding and/or market share surveys –Customized surveys to gather market intelligence Why include El Hospital in your marketing budget?
Top-Quality Editorial Content All major healthcare areas are covered by EL HOSPITAL: –Anesthesia - Cardiology- Critical and Intensive Care –Diagnostic imaging - Emergency - Endoscopic Surgery –Gastroenterology- Gynecology & Obstetrics - Interventional Radiology –Microsurgery - Nephrology - Neonatology –Neurology & Neurosurgery - Nuclear Medicine - Oncology –Ophthalmology - Orthopedics - Urology –Otorhinolaryngology (ENT)- Pediatrics- Physical Therapy –Pulmonary Medicine- Radiotherapy- Respiratory Therapy –Sports Medicine - Surgery- Traumatology –Obesity & Diabetes Why Latin American healthcare professionals read EH? Hospital Management topics in EL HOSPITAL: - Hospital & Patient Safety - New, Reconditioned or Used Equipment - Hospital Management- Hospital Architecture - Hospital & Home Health Care- Clinical Engineering - Financing Hospital Technology Projects - Pre-hospital Care Extensive show/conference coverage - AHMC, Cancun, Mexico- Jornada Paulista de Radiologia, Sao Paulo. Brazil - Hospitalar, Sao Paulo, Brazil- FELAC, Caracas, Venezuela - Medica, Düsseldorf, Germany - RSNA, Chicago, USA - Tecnosalud, Lima, Peru - ExpoMedical, Buenos Aires, Argentina - XXXVI World Hospital Congress, Rio de Janeiro, Brazil- CLASA, Managua, Nicaragua - Florida International Medical Expo, Miami, USA
Pan-regional Reach Across Latin America Reach of over 13,000 qualified Latin American healthcare professionals across a wide range of institutions. BPA Worldwide, June 08 audit. A single buy enables you to reach all healthcare institutions
Pan-regional Reach Across Latin America Pan-regional reach covering 13,000+ qualified Latin American healthcare professionals across 20 countries. BPA Worldwide, June 08 audit A single buy covers Mexico, Central/South America & the Spanish Caribbean
Print magazine 4 Ways To Deliver Top Quality Content One effective media mix to increase your exposure and your ROI Digital magazine E-newsletters Web portal
Print Magazine There is no more effective media to build and position your brand in Latin America than El Hospital magazine. Print media generates loyal readers. Print media seeks readers and prompts them to inquire about technologies they read about in the magazine. Print media creates brand awareness, loyalty and ultimately interaction with all other electronic media outlets, making it the platform of any successful multi- media program. 13,140 print subscribers 39,000+ readers (pass alone readership of 3:1) Display, classified and special Buyers Guide ads 65-years of experience! PRINT MAGAZINE No other media can build your brand like print media can!
Digital Magazine Reach internet savvy healthcare professionals via a media that enables online and offline readership and facilitate supplier-buyer interaction: 6 issues per year (same as print magazine) 2,049 visits per issue (average Oct 07-Sep 08; 6 issues) 35,866 page views per issue (average Oct 07-Sep 08) #1 Enhance your print advertisement via the following multimedia features: Videos Flash animated ads Digital magazine sponsorships (logo, message and link) Theme tabs to direct visitors to your ad and/or press coverage right from the digital cover #2 DIGITAL MAGAZINE Enhance your print ad with multimedia features that captivate internet savvy users! View a live Digital issueDigital
Biweekly E-Newsletter A highly efficient and cost-effective marketing tool that engages healthcare professionals every 2 weeks with the latest industry information: 3,228 unique visitors per edition (average Jul 07-Oct 08) 4,847page views per edition (average Jul 07-Oct 08) 1,420 click-throughs per edition average Jul 07-Oct 08) 29% click-through rate (average Jul 07-Oct 08) #1 Generate traffic through your own site by featuring a banner or a sponsored news in any of the available 25 editions per year: One (1) headline banner per issue Five (5) top banners per issue Five (5) sponsored and unedited news including title, logo, photo, text and full contact information Limited availability! Reserve your program TODAY! #2 E-NEWSLETTER Be part of the news that reach information-hungry professionals every 2 weeks! View a live E-newsletterE-newsletter
Web Portal An effective reference tool for buyers interested in finding new equipment news, researching key topics and/or seeking potential suppliers: 11,078 unique visitors (average Jan-Oct 08) 38,522 page views (average Jan-Oct 08) #1 Generate traffic through your own site by featuring a banner ad or a Spanish (or Portuguese) written SHOWROOM to customize your message in the region: Banners: headline and side banners Showroom includes: Product catalog of up to 30-references with photos or optional videos and downloadable spec-sheets Calendar of events page Supplier news page to post up to 5 press releases Company profile page with text, photo or video, introductory text and permanent contact information RFQ/RFI module requesting all needed info for proper follow-up #2 WEB PORTAL Generate traffic and leads by being present in a leading Spanish-written industry site! View a live ShowroomShowroom
Direct Marketing Capabilities Add the power of personalization and see your response rate grow! Personalized info-letters Customized product catalogs broadcasts
Personalized Info-Letters Target your audience by institution type, reader profile and/or geographical area via a creative 4-color marketing piece that includes text and photos of your products and services, using the power of personalization! #1 The personalized Info-Letter is to be poly-bagged with one issue of El Hospital. The power of personalization and the capability of targeting your message to a highly select audience make the Info-Letters a highly cost-effective marketing tool. #2 PERSONALIZED INFO-LETTERS Capture the attention of potential buyers via a personalized insert!
Broadcast Services Target your audience by institution type, reader profile and/or geographical area and generate immediate supplier-buyer interaction via a creative messages that use the power of personalization! #1 The broadcast is sent to the entire database or to a selected sample. There is a flat fee per delivered and the effectiveness of your campaign is backed-up by complete statistical analysis performed by the manager software StrongMail. #2 BROADCASTS Generate supplier-buyer interaction via effective advertising!
Customized Product Catalogs Target your audience by institution type, reader profile and/or geographical area by sending a customized product catalog written in Spanish (or Portuguese) to the specific audience you are focusing on. #1 The customized product catalog is to be poly-bagged with one issue of El Hospital. This turn-key project includes the translation of your English catalog; layout and printing of the new Spanish piece; plus postage and handling costs to deliver it to the selected target audience. #2 CUSTOMIZED PRODUCT CATALOGS Deliver a customized product catalog in Spanish to the right audience!
Market Research Services Instant Research allows you to poll magazine subscribers and registered portal users to conduct buying intention, branding, market share or any other survey to uncover unique market opportunities for your company on a per country and/or per industry niche basis. #1 Instant Research is a survey conducted via . An invitation letter to participate is sent to selected subscribers by our Editor, either acknowledging the supplier or making the survey anonymous. After a two- week period the data is collected and tabulated to produce a Findings Report. Follow-ups to identified leads can be done via broadcast and/or personalized mailings. #2 INSTANT RESEARCH Survey our subscriber list to uncover unique market opportunities!
THANK YOU! Contact your Sales Representative at: For information on other industries covered by B2Bportales trade publications: EL HOSPITAL with its 65-years of experience and diversified product & service portfolio is the premier media partner you need to tap into the lucrative Latin American healthcare sector