At the recent annual Business Marketing Association meeting, GE CMO Beth Comstock spoke about the importance of telling the story of their brand to create more long-term value and to drive sales.
Three key points from her talk about b-to-b marketing (very relevant to healthcare marketing):
1. It’s important to have a strong brand and communicate who you are to connect with people first.
2. You can’t sell anything if you can’t tell anything.
3. Marketing executives also need to build understanding and forge bonds with other parts of their companies to create value from the inside-out.
You can read the story here on Ad Age.com.