In order to propose any necessary changes to marketing and drive the successful conversion of leads into sales, Strategic Discourse needed a comprehensive understanding of Dulwich Podiatry and the internal and external factors affecting both the marketing process and the success of sales cycles. Initially, the team held interviews with several employees. This is an important aspect of understanding the internal factors as different employees may have a different perspective and will look at things from a different angle. Staff were granted anonymity in the interviews.
By ensuring staff anonymity, the team was able to get greater feedback from the staff than was normally provided. The information gathered was extremely pertinent and senior management stated they were unaware of some of the factors highlighted.
The team used a mixed methods approach to gather research on external factors affecting the marketing process, both primary scoping activities and secondary literature reviews into micro and macro factors were conducted.
A full analysis report was produced for Dulwich Podiatry, highlighting a few key improvements that could be made to the marketing cycle.
Strategic Discourse continued to assist in the implementation of some of these improvements, ensuring that direct marketing was given greater precedence than it had been in the past.