Marketing is a complicated industry that encompasses a variety of roles and responsibilities. Since Pocket Nurse® is a small company, marketers each serve in multiple roles. The eight-person team fulfills the following primary initiatives:
Brand Awareness: Pocket Nurse contains several brands like EMSEd® and Demo Dose®. We promote familiarity with our brands by joining industry conversations and generating original, inbound content.
- SimTalkBlog™: Our industry conversations begin with helpful blog posts published twice weekly. Posts attempt to answer our customers’ questions and make their lives easier.
- Social media: We post regularly on Facebook, LinkedIn, Twitter, and YouTube. Social media posts help us promote our brands by creating an interactive dialogue with customers, corporate partners, and Pocket Nurse employees.
- Videos: Marketers across the industry continue to invest more time and attention in video. Our videos discuss our corporate culture, product information, helpful simulation tips, and more.
- Customer Relationship Management (CRM): Customer data is a crucial marketing tool. We utilize HubSpot to build, maintain, and use customer data so that we can get the right message to the right people at the right time.
- Marketing Emails: Marketing sends both direct and automated messages to tens of thousands of customers and prospective customers weekly. These emails help us remove any invalid contacts, generate new leads, and refine customer interests to better segment future messages.
- Automation: With tens of thousands of contacts, we can’t manually review everyone to ensure an ideal customer experience. For example, if a marketer were to see a customer clicked on several links related to a product category like beds, they’d pass that information along to sales to see how we can help. Automation allows us to establish clear parameters for our CRM to automatically update us in the event of certain circumstances. It can even send automatic messages to customers based on their interests.
Product Marketing: We consider ourselves the “one-stop shop” in healthcare simulation because we maintain an inventory of thousands of products. Our product marketing focuses on awareness of our various product categories like furniture, manikins, simulated medications, and more. Catalogs are our primary method of communicating product information. Marketing gathers copy and images for new products, and works with other departments to review and refine data on existing products.
Trade Shows: Sales and marketing maintains a clear presence at national and regional trade shows. Our team works to research prospective shows; book events; oversee advertisements, shipments, and budgets; promote booked shows, and calculate return-on-investment.
Market Research: To market to customers, we must first understand them. We send bi-monthly surveys and hold regular focus groups to be sure we understand customers’ challenges, interests, habits, and more.
Pocket Nurse marketing accomplishes several ongoing initiatives through collaboration and a focus on continuing education. Candidates interested in working in our marketing department should have strong interpersonal communications and time management skills and a desire to continue learning.
This post was prepared by Evan Stiger, Marketing Coordinator II.