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Take an Internet marketing agency as an example: There will likely be a whole team of individuals involved in the buying process. Consider the following members of the buying team, as well as their challenges and pain points and what type of content each may be interested in:

VP of Marketing CFO/Controller Individual Contributors/Marketers

Because each member of the buying team has different priorities and preferences, creating content that speaks to each buyer persona is essential in influencing the right people and closing the deal.

In addition to creating content that relates to each buyer persona’s pain points, your content should also map back to a stage in the buyer’s journey. Though buyers will fluctuate between stages — the buying cycle is often nonlinear — the following are generally the three stages each buyer goes through before making a purchase decision:

Awareness: Consideration: Decision:

Persona-based content marketing is becoming increasingly necessary to achieve success. Creating persona-targeted content that is well-aligned to each stage of the buying cycle offers buyers a better content consumption and overall buying experience.

Without a persona-based content marketing initiative, you run the risk of letting your competitors influence buyers by speaking to their needs and addressing uncertainties through targeted content, increasing purchase consideration along the way.

Though researching and developing personas can be a daunting task, start small and work your way to a full-blown persona-based content marketing strategy to move prospects through the sales cycle and close more business.

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed .

Arnie Kuenn
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The goal of anticoagulant therapy is to administer the lowest possible dose of anticoagulant to prevent clot formation or expansion. The required degree of anticoagulation continues to evolve as studies provide more information about the efficacy and safety of lower doses. Current therapeutic goals for various disease states are summarized in Table 1 . Fontane Steve Madden ktGilmHlH
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View/Print Table

INR = International Normalized Ratio .

*—One study 6 suggested that 4 weeks may be an adequate duration of oral anticoagulant therapy in patients without continuing risk factors .

†—If oral anticoagulant therapy is elected to prevent recurrent myocardial infarction, an INR of 2.5 to 3.5 is recommended .

‡—Depending on the type of mechanical valve (i.e., caged ball or caged disk) and the valve position (mitral), some patients may benefit from INRs in the upper end of the range .

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By using the lowest possible required dose of warfarin, the physician can minimize the risk of bleeding while providing the benefits of anticoagulation. To achieve this goal, the physician must have a working knowledge of the pharmacologic, pharmacokinetic and pharmacodynamic properties of warfarin.

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[ Bowman Lucky Brand oVpdy
] Warfarin is an antagonist of vitamin K, a necessary element in the synthesis of clotting factors II, VII, IX and X, as well as the naturally occurring endogenous anticoagulant proteins C and S. These factors and proteins are biologically inactive without the carboxylation of certain glutamic acid residues. This carboxylation process requires a reduced vitamin K as a cofactor and occurs primarily in the liver. Antagonism of vitamin K or a deficiency of this vitamin reduces the rate at which these factors and proteins are produced, thereby creating a state of anticoagulation.

Therapeutic doses of warfarin reduce the production of functional vitamin K–dependent clotting factors by approximately 30 to 50 percent. A concomitant reduction in the carboxylation of secreted clotting factors yields a 10 to 40 percent decrease in the biologic activity of the clotting factors. As a result, the coagulation system becomes functionally deficient. Naot Forward Braided Strap Block Heel Mary Janes fUAAK

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A knowledge of the pharmacokinetics of warfarin is helpful in understanding the initial response to therapy. Warfarin can be detected in the plasma one hour after oral administration, and peak concentrations occur in two to eight hours. 10