Responsive and Evidence-Based Marketing in the Healthcare Industry
by John Lenski
What you'll discover
when watching John's story
- Establish a strong brand identity with a clear and memorable name that resonates with your target audience.
- Invest in high-quality, accurate, and reliable products that address your customers' pain points and needs.
- Participate in industry events, trade shows, and advertise in relevant publications to increase visibility and generate leads.
- Provide concise, evidence-based content that highlights the benefits and advantages of your products to your target audience.
- Focus on your top customers who generate the majority of your revenue, while also actively seeking new business opportunities.
- Leverage AI and technology to improve communication, writing, and overall marketing efforts, but rely on experience to fine-tune the results
- Be responsive, persistent, and consistent in sales and customer service, addressing problems head-on and tailoring your message to each customer's unique needs and background.
Meet John Lenski - Vice President of Marketing @ Lincoln Diagnostics Inc.
John Lenski is the Vice President of Marketing at Lincoln Diagnostics Inc., the industry leader in high-quality disposable allergy skin test devices.
John started his career as a distributor for Lincoln Diagnostics Inc. for 7.5 years before joining the company in 1999 as the Director of Marketing. In 2006, he was promoted to his current role as VP of Marketing, which has held since then.
Under John’s leadership, Lincoln Diagnostics has maintained its position as the diagnostic and marketing standard in the allergy testing industry for over 42 years.
Moreover, John led the successful product launches for many of the company’s well-known products such as as Multi-Test II capped, Dipwell tray, Multi-Test PC, and UniTest P.C.
Through his contributions, he has helped publish the company’s studies grow from 23 to 75 in such journals as JACI, JACI: In Practice, the Annals of Allergy, the New England Journal of Medicine, and The Lancet.
John’s focus on evidence-based medicine, quality control, and customer responsiveness has helped Lincoln Diagnostics effectively stand out from competitors.
His extensive experience in the allergy diagnostics field and his ability to tailor messages to customers’ needs have contributed to the company’s success.
Check out John Lenski's thoughts on content marketing!
When it comes to creating engagement using marketing, John shares:
"With hard-hitting ads in the most-read and respected Medical journals. Eye-catching and large booths at tradeshows. Showing up regularly in published studies. Turning on a dime and keeping our promises enables us to compete with bigger companies effectively."
He also shares about how marketers should be thinking about content and the buyer’s journey:
"Play the long game. Give your customers options. Let the buying decision be theirs. If you sell them what they want, assuming it does the job, they will be much more likely to buy again and again from you. Keeping a customer is much easier than trying to regain their business."
John explains what marketers can do to tap into the power of AI and become more effective:
"AI can help us write and communicate better. The first year I was with Lincoln, my boss proofread every email and letter before sending it. It was a humbling experience but I learned he was a much better writer than me. With his passing, I rely on AI to proofread everything I do."
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