So if very highly paid and talented CMO's are having a hard time figuring it out, it just doesn't make sense that printers should waste alot of time and money trying to. They would be much better off doing what they do, and keep doing it better, faster, cheaper. Then they should invest their limited time and resources in finding the customers who need what they can do.
At any rate, I found some good stuff about building the business case for education, health and government. My obligatory acronym is the EHG market.
The following comes from TransPromo Live. It is maintained by Lee Gallagher who is 'an industry researcher and consultant. He has extensive experience in the hospitality, retail, and distribution industries. Starting his career in 1992 with IBM, he continues to take on new challenges. He has held many positions at IBM over the past 16 years from project management, executive, and sales.. . ." - from the "about" at the site.
Selections from what he has to say:
From Transpromo Live:
How Transpromo Can Solve Social IssuesFrom another post at the same site.
Some businesses might want to know why they should use valuable advertising space for public service messages. Some answers for the bottom-liners:
When the customer starts noticing their bills now include promotions and upgrades, (bold face not in original) they will expect each statement to try to sell them something. the whole point of transpromo is delivering targeted and timely promotions to the customer (bold face not in original) to show an understanding of their needs. How better to deliver that message than by offering useful and educational information? As we say, give a little get a lot – start to understand that lifetime value of your customers." more at the Click:
Transpromo Assisting the Health Care Industry
How can Transpromo help?
The heart of TransPromo technology and services combine personalized marketing or (bold face not in original) education messages with must-read statements. For the purposes of this article, I am going to assume the must read communications are insurance coverage and benefits, medical conditions and treatments, and prescription drug documentation. The selection of messages placed on these statements could be based on past medical conditions, unused insurance benefits, and prescriptions. Remember, the ill elderly patient has an average of 20 different doctors. Now that’s a lot for the patient or care taker to coordinate. more at the click