Premium Products Don't Happen Overnight

MCH has released its new UniversalView database that features more than 1.3 million institutions and key contacts by name. This compiled database describes the fastest growing portion of the business landscape.

“Institutions are the most important and least understood segment of business-to-business marketing,” MCH President John F. Hood said. “Healthcare, education, government, and religious organizations account for more than one-third of the U.S. economy and that share is growing. Since most marketers apply strategies and data designed for the commercial business world to these big buying institutions, they’re missing out on a great deal of revenue potential.”

The UniversalView database is based on new licensing and formatting options from MCH's Institutional InSites™ database. It is designed to support marketers who currently license the general business databases provided by D&B, InfoUSA, and Experian. Click to continue

What's the word on the street? If you're in the promotional products business, healthcare appears to be a hot market for 2008. Members of the MCH sales team returned from Las Vegas with an armload of prospects interested in learning more about marketing to institutions. Joan Whitney, Director of Sales, presented "Beyond B2B: A New View of the Institutional Market" to a packed house. The attendees ranged from key decision makers at large companies to sole proprietors—all of them with a similar goal—How can I find the best prospects, especially in a cooling economic climate? One of the key points in the presentation that resonated with attendees was the term "recession resistant" since institutions are funded through taxes and other revenue sources that are not impacted by dramatic short-term fluctuations in the economy. Click here to view Joan's presentation.

John Hood's article "Hidden B2B Database Opportunities in B2i" was selected for inclusion in the January 2008 DMNews Essential Guide. The article provides a brief overview of strategies that can be implemented by marketers to improve success in the institutional market. Click here to read the entire article.

Is spending on direct marketing campaigns increasing or decreasing? It depends on what day of the week it is and which industry article you read. In the past week:

Confused about how to best position your company?

We conducted brief Internet research using the keywords "marketing in a recession". Multiple sources returned the same result – don't reduce your marketing budget! One of the best summaries came from Jeffrey J. Fox in his book, How to Become a Marketing Superstar.

Being proactive means holding the course, keeping your message in front of prospects and customers, and employing creative strategies to stretch your marketing dollars.

Financial Outsourcing seems to be an appropriate topic this month since tax time is just around the corner. Financial outsourcing can be as simple as sending your payroll and tax work out to an accountant or as complex as a major healthcare institution negotiating a third-party administrator agreement for its billings. When you look at the diversity of institutions, it becomes apparent that a number of the organizations may need financial outsourcing services.

Click here to review datacards that are suitable for marketers of financial outsourcing products and services then call your MCH sales representative to get a count on those "why didn't I think of that?" institutions you may have missed.