Online Marketing 

	Listen to the lecture on how to send tailored mass emails Objectives Readings Presentations What do you know? Learn one, teach one More Recent questions

Objectives

Readings

1. Read Peppers D, Rogers M, Dorf B.  One to One Field Book.  Chapter 3 pages 24 to 55. 
2. Read Peppers D, Rogers M, Dorf B.  One to One Field Book.  Chapter 4 pages 56 to 92.
3. Read Peppers D, Rogers M, Dorf B.  One to One Field Book.  Chapter 5 pages 93 to 123.
4. Read Peppers D, Rogers M, Dorf B.  One to One Field Book. Chapter 6 pages 124 to 155.

Examples

• See an example in fall prevention. 

Presentations

The following additional resources are available to help you think through this lecture:

1. Listen to presentation on how to send mass emails tailored to individuals
2. See slides with no voice

Listening to presentation requires access to Flash software.

What Do You Know?

No assignments, focus on your project.

Always remember that one indication of your participation in the class is your active formulation of questions about the lecture topic.  Your questions help your instructor gauge your understanding of the topic.  In addition, they help you get more information.  The answers to your questions are posted on the web, in the lecture in which you asked the question, under the section titled:  Recently Asked Questions.

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Learn one, teach one

One of the best ways to master a topic is to teach it.  By presenting two of these chapters, you get to have in-depth understanding of the topic.  For the chapter you plan to present, prepare a slide show.  Bring the slides show to the class or mail it on a compact disk to the instructor.  Your presentation will be judged successful to the extent that you can solicit your colleagues comments and input.   Please be prepared to present two of the chapters in the following list on two separate Power Point slides: 

• One to One Field Book.  Chapter 3 pages 24 to 55.
• One to One Field Book.  Chapter 4 pages 56 to 92.
• One to One Field Book.  Chapter 5 pages 93 to 123.
• One to One Field Book.  Chapter 6 pages 124 to 155.

Please read the entire 4 chapters and not just the chapters assigned to you.

More

• Read seven steps to successful email promotions.
• Segmentation thinking in health care.  See example in renewing health coverage. 
• Explaining variations in health care web use
• Tailored communications to women with breast cancer risks
• Tailored communication to patients with Myocardial Infarctions
• Problems in tailored communications (a review)

Recently Asked Questions

Ask a question and we will answer it within the next 48 hours.  If you have no questions, please review the answer to the questions asked by others: 

Question: Are we free to choose any 2 chapters we like?   Answer: Yes, any two chapters you like. 
Asked on 9/4/2005 5:31:17 PM and answered on 9/5/2005 11:58:35 PM

Question: I understand that the projects are due at the end of the semester, but are the steps that you suggest we take on certain weeks towards the project also due at the end of the week of listing? is the planning-form part of the project due this Monday?   Answer: Yes, they are due for review and discussion as we go along but the projects are due end of semester. I have divided the sections so that you do not have a lot of work due all at end. 
Asked on 9/10/2005 8:00:42 PM and answered on 9/12/2005 11:35:31 AM

Question: (This is reference to serach engine marketing) Do we have to do a what do you know assignment for this week. It's not listed on our assignmnets but there is questions above the learn one & Teach one assignment so I am unsure if we have to do it.  Answer: It is listed under assignments but it is listed in the last column. The first column is about project assignments and the last column is about "What do you know?" assignments. 
Asked on 9/13/2005 7:34:58 PM and answered on 9/13/2005 9:37:51 PM

Question: Can you provide us with more details or a better example of how to create a database for are 1 to 1 marketing projcets. For instance what is it that we must have in our database and other things you would suggest be included.  Answer: Obviously the name of the person should be there. Also specific phrases that reflect the unique characteristics of the person. You have to decide what you will use to differntiate your target population. Then if you have different classes, the database should carry that information too. Finally you need information about number of contacts to date and whether the client has visited specific pages and so on. 
Asked on 9/15/2005 9:14:55 AM and answered on 9/16/2005 6:54:42 PM

Question: Finally you need information about number of contacts to date. When you say the number of contact per date do you mean how many times I sent this client an email.  Answer: Yes and the number of responses from the client 
Asked on 9/19/2005 12:52:51 PM and answered on 9/19/2005 3:18:28 PM

Question: For our one to one marketing projects are we suppose to sell our service to people or just try to get people to join our service free of charge  Answer: In the end you must have something that you are selling, though an intermediate goal is to get them to join something that is free 
Asked on 9/19/2005 1:04:09 PM and answered on 9/19/2005 3:19:14 PM

Question: Can you please show us how to use Outlook by providing us with a tutorial.  Answer: See the page put together by me on how to merge emails: http://gunston.doit.gmu.edu/healthscience/722/TailoredMassEmail/TailoredMassEmails.swf You can also see web pages on outlook training at http://office.microsoft.com/en-us/training/default.aspx 
Asked on 9/26/2005 8:26:29 AM and answered on 9/26/2005 8:34:11 PM

Suggestions for Improving "Online Clinical Services"

Add your own comments

Add your own suggestions or read below suggestions made by others regarding how to improve this session:

Comment:  Informative lecture and well organized   This comment was left on 9/18/2006 1:11:05 AM.

Comment:  It's nothing that the instructor could do, it's more of a deficiency on my part in regards to leading up to the sales pitch. I really missed not having a "What Do You Know" section here.  This comment was left on 9/13/2004 5:54:17 PM.

This page was created by Farrokh Alemi, Ph.D.  Last revised on 09/04/2007.  This page is part of the course on Electronic Commerce and Online Market for Health Services.  This is the session on Online Marketing.