Presentation on theme: "Increasing your Market Share in Mexico,"— Presentation transcript:
1Increasing your Market Share in Mexico, Central & South America, and theSpanish-Speaking CaribbeanMarketing Communication Tools OverviewPresented by:EL HOSPITAL (EH)Print Magazine / Digital Magazine / E-newsletter / Web Portal / Research Services
2Why is Advertising a Must Today? Buyer Identification in the Purchasing Decision Making Process is Taking Longer than Before!Today!Purchasing intentions announced in step #6Identifies needCollects information and develops projectSearches for products and suppliersStudies products and suppliersSelects suppliersAsks for quotationSends purchase requestTraditionalPurchasing intentions announced in step #1Identifies needCollects information and develops projectSearches for products and suppliersStudies products and suppliersSelects suppliersAsks for quotationSends purchase requestToday 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.
3Marketing Communication Strategy Why include El Hospital in your marketing budget?Top quality and highly valued editorial contentTrusted & extensive reachDeep and extensive reach to healthcare purchasing decision-makersPan regional across 20 Latin American countriesBPA Worldwide audited circulationMultimedia penetrationPrint MagazineDigital MagazineE-newslettersWeb PortalDirect marketing capabilitiesPersonalized coversPersonalized info-lettersbroadcast servicesMailings of customized product catalogsMarket research servicesBuying intention, branding and/or market share surveysCustomized surveys to gather market intelligence
4Top-Quality Editorial Content Why Latin American healthcare professionals read EH?All major healthcare areas are covered by EL HOSPITAL:Anesthesia - Cardiology - Critical and Intensive CareDiagnostic imaging - Emergency - Endoscopic SurgeryGastroenterology - Gynecology & Obstetrics - Interventional RadiologyMicrosurgery - Nephrology - NeonatologyNeurology & Neurosurgery - Nuclear Medicine - OncologyOphthalmology - Orthopedics - UrologyOtorhinolaryngology (ENT) - Pediatrics - Physical TherapyPulmonary Medicine - Radiotherapy - Respiratory TherapySports Medicine - Surgery - TraumatologyObesity & Diabetes Hospital Management topics in EL HOSPITAL:Hospital & Patient Safety - New, Reconditioned or Used EquipmentHospital Management - Hospital ArchitectureHospital & Home Health Care - Clinical EngineeringFinancing Hospital Technology Projects - Pre-hospital CareExtensive 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
5Pan-regional Reach Across Latin America A single buy enables you to reach all healthcare institutionsReach of over 13,000 qualified Latin American healthcare professionals across a wide range of institutions.BPA Worldwide,June ’08 audit.
6Pan-regional Reach Across Latin America A single buy covers Mexico, Central/South America & the Spanish CaribbeanPan-regional reach covering 13,000+ qualified Latin American healthcare professionals across 20 countries.BPA Worldwide, June ’08 audit
74 Ways To Deliver Top Quality Content One effective media mix to increase your exposure and your ROIPrint magazineDigital magazineE-newslettersWeb portal
8No other media can build your brand like print media can! Print MagazineNo other media can build your brand like print media can!PRINT MAGAZINEThere 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 subscribers39,000+ readers (pass alone readership of 3:1)Display, classified and special Buyer’s Guide ads65-years of experience!
9View a live Digital issue Digital MagazineEnhance your print ad with multimedia features that captivate internet savvy users!DIGITAL MAGAZINE#1Reach 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)#2Enhance your print advertisement via the following multimedia features:VideosFlash animated adsDigital magazine sponsorships (logo, message and link)Theme tabs to direct visitors to your ad and/or presscoverage right from the digital coverView a live Digital issue
10Biweekly E-Newsletter Be part of the news that reach information-hungry professionals every 2 weeks!#1E-NEWSLETTERA 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)#2Generate 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 issueFive (5) top banners per issueFive (5) sponsored and “unedited” news including title,logo, photo, text and full contact informationLimited availability! Reserve your program TODAY!View a live E-newsletter
11Web Portal WEB PORTAL #1 #2 View a live Showroom Generate traffic and leads by being present in a leading Spanish-written industry site!WEB PORTAL#1An 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)#2Generate 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 bannersShowroom includes:Product catalog of up to 30-references with photosor optional videos and downloadable spec-sheetsCalendar of events pageSupplier news page to post up to 5 press releasesCompany profile page with text, photo or video,introductory text and permanent contact informationRFQ/RFI module requesting all needed info forproper follow-upView a live Showroom
12Direct Marketing Capabilities Add the power of “personalization” and see your response rate grow!Personalized info-lettersbroadcastsCustomized product catalogs
13Personalized Info-Letters Capture the attention of potential buyers via a personalized insert!“PERSONALIZED”INFO-LETTERS#1Target 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!#2The 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.
14Email Broadcast Services Generate supplier-buyer interaction via effective advertising!BROADCASTS#1Target 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!#2The 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.
15Customized Product Catalogs Deliver a customized product catalog in Spanish to the right audience!CUSTOMIZED PRODUCT CATALOGS#1Target 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.#2The 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.
16Market Research Services Survey our subscriber list to uncover unique market opportunities!INSTANT RESEARCH#1Instant 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.#2Instant 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.
17THANK YOU! www.ELHOSPITAL.com/mediakit/sales_reps www.b2bportales.com 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 sectorContact your Sales Representative at:For information on other industries covered byB2Bportales’ trade publications: