Body Satva Essentials

Excerpt from HOP in the Mind by Prabhakar Shetty ,   www.bodysatva.com          Philip Kotler emphasizes that Digital Marketing is to  be integrated with Traditional Marketing and not try to replace it .  Adopt and embrace digital technologies but remember that the ‘basics  are forever’ . It is the message that helps to sell the products, if it is  received and processed by the customer. Digital is an additional  medium to deliver the message and HOP in the Mind. Interaction and  persuasion can happen only in personal interviews. (p  205) Customers will continue to ; a. Part with their hard‐earned money for “solutions to problems”  or “good feelings (Michael Le Boeuf). Patients buy relief, cures  and good health. b. To decide emotionally and justify with logic. The buying  decision may appear logical, but the final decision and entry  into the HOP is governed by emotion. c. Hold on to their brands and habits, unless they are given a very  good reason to change their choices or priori

Abstract from ‘HOP in the Mind’ by Prabhakar Shetty    www.bodysatva.com The CORD Model is a cascade of responses to the factors in the sequence of communica ti on. CORD is somewhat similar to AIDA but is be tt er suited for personal selling of pharmaceu ti cal brands to Doctors. CORD is more intricate, intertwined and complex because the decisions are made by the Doctor, who is the expert. It is not necessary that a decision will be made by the Doctor a ft er going through the en ti re sequence. Depending on various circumstances, including prior knowledge of the product, there is a variable cascade of responses and decisions as result of the interac ti ons with the Salesperson. Acceptance or rejec ti on can happen at any point in the cascade. In the later part of the CORD Model sequence there is greater involvement of the subconscious mind. The me ti culous prepara ti ons made by the Salesperson will be of cri ti cal importance at all stages, but he should ensure that