Building Brands for the Long Run

posted by Genessa - Administrator // May 7th, 2011 // at 6:06 am // No Comments

As Genessa Health Marketing was preparing to take part in the Capital City Half Marathon in Columbus, we asked our Genessa president, Alex Loehrer, to reflect on the parallels between sport and marketing strategy. Read his thoughts below and follow Genessa on Twitter and Facebook to get updates on Genessa’s progress throughout the race, answer trivia questions and win prizes!

What’s the best part about your job at Genessa Health Marketing?

Most of us take health for granted. (I know I’ve fallen into that category before.) At Genessa, we are continually reminded just how precious good health is and how fortunate we are to have medical professionals who have dedicated their lives to caring for others. We see it in the work of our clients every day. We are exposed to life-saving procedures and cutting-edge technologies.

Our job is to tell the story of their good work to the public that will someday find hope, relief and happiness as a result of their commitment to care. Playing a role in that process is both exciting and rewarding.

Do you see any parallels between endurance racing and the marketing strategy work you do at Genessa?

Yes. Not just in the strategy, but also in the overall relationship we have with our clients and the breadth of services we deliver.

It begins with a really solid understanding of the challenges and opportunities at hand. (I want to run this race. I’ve never done it before. I’m woefully out of shape.)

We formulate solid, meaningful and measurable objectives. (I want to finish.)

We then establish a strategy and tactics to meet those objectives. (I’m going to follow this training program, marking off each day on my calendar as I accomplish its specific task.)

We execute according to plan, but we’re always in tune to the marketplace, responding nimbly and creatively to any changes. We always address the short-term needs with the long-term objective in mind. (My foot is killing me. I’m going to rest for two days. I’ll make up for it with extra distance on the following two days. This isn’t going to derail me.)

We make it easy and we make it fun. (I’ve found ways of varying my routes and routines to keep this process enjoyable for myself without inconveniencing my family and friends too much. They were really partners in this process—and they will certainly be a help on race day.)