Unleashing MarCom's Role In Strategy1_15_14

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Credibility, Visibility and Accountability Unleashing MarCom’s Role in Strategy Presentation presented by Rodrigo Sierra, CMO/SVP of American Medical Association to the American Marketing Association …

Credibility, Visibility and Accountability Unleashing MarCom’s Role in Strategy Presentation presented by Rodrigo Sierra, CMO/SVP of American Medical Association to the American Marketing Association - Chicago Chapter at Sunrise Executive Series event held at Gibson's Bar 7 Steakhouse on January 15, 2014.

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  • First – we need a seat at the table. We have that. As you’ve seen and heard throughout our discussion today, this team – each and every on of you and the work you contribute to the AMA – is represented at “the table” through my presence on the Senior Management Group, on the Transition Team, at Board Leadership briefings (Jim, Ken, Bernie, Rich, Modena and Rod)I intend to keep MY seat at the table but I cannot do so without YOU! The work that this team does – how we set our goals, how we work each day to achieve those goals, the product we deliver, our leadership, our counsel, our guidance to ensure that the AMA is successful – that is what counts and that is what will ensure we keep a seat at the table.
  • Insights from the Huron Healthcare CEO Forum
  • - We’ll walk through these resources so that you know how they can help you in your day-to-day work. - The intranet site is still a work in progress.
  • - We’ll walk through these resources so that you know how they can help you in your day-to-day work. - The intranet site is still a work in progress.
  • “Chief Communications Officers: First 100 Days” is Weber Shandwick’ssecond mini-book in its Thought Leadership series.
  • the revitalized ECM structure will operationalize the ONE AMA core principal and how it will allow YOU to deliver…Visibility. Influence. And Impact… For everything we do.
  • The ECM hub will…Build partnerships across the AMA…Provide counsel that actually shapes AMA strategy…Drive improvement for AMA initiatives…Lead change that is vital for the AMA’s continued relevance…and…Deliver VALUE every day, to every initiative, every project, every speech, every brochure, everything we do for the AMA
  • “Chief Communications Officers: First 100 Days” is Weber Shandwick’ssecond mini-book in its Thought Leadership series.
  • “Chief Communications Officers: First 100 Days” is Weber Shandwick’ssecond mini-book in its Thought Leadership series.

Transcript

  • 1. Credibility, Visibility and Accountability Unleashing MarCom’s Role in Strategy PRESENTATION TO THE AMERICAN MARKETING ASSOCIATION CHICAGO CHAPTER
  • 2. © 2014 American Medical Association. All rights reserved.
  • 3. © 2014 American Medical Association. All rights reserved.
  • 4. © 2014 American Medical Association. All rights reserved.
  • 5. © 2014 American Medical Association. All rights reserved.
  • 6. © 2014 American Medical Association. All rights reserved.
  • 7. © 2014 American Medical Association. All rights reserved.
  • 8. A SEAT AT THE TABLE © 2014 American Medical Association. All rights reserved.
  • 9. Seamless and Relevant Customer Experiences “The ability to restructure the organization and work horizontally to deliver seamless and relevant customer experiences across all touch points all day, every day, will be essential to business survival.” © 2014 American Medical Association. All rights reserved.
  • 10. What CMOs Are Seeing and Saying • • • • • • Fundamentally change the marketing operating model Mend the seams that reveal ourselves as customers move among touch points Build new skills internally Create consistent, multichannel experiences that meet customers’ needs, expectations and demands for relevance Drive digital orientation throughout the enterprise Create a digital DNA of customers across the organization *2012 Accenture CMO insights survey of >400 senior marketers from 10 countries © 2013 American Medical Association. All rights reserved. 15
  • 11. ECM Mission To engage more people, more often in helping the AMA improve the health of the nation. © 2013 American Medical Association. All rights reserved. 16
  • 12. Chief Communications Officers: First 100 Days, Weber Shandwick
  • 13. “Think left and think right and think low and think high. Oh, the thinks you can think up if only you try.” – Dr. Seuss © 2014 American Medical Association. All rights reserved.
  • 14. ECM serves as the Hub that projects One AMA Creative Ideation Brand Leadership Creators Insight Analytics Knowledge Leadership Researchers Influencers Audience Delivery Content Leadership Facilitators Board and Executive Representation Resource Leadership © 2014 American Medical Association. All rights reserved. Catalysts Strategic Alignment Project Leadership
  • 15. Chief Communications Officers: First 100 Days, Weber Shandwick
  • 16. CHANGE © 2014 American Medical Association. All rights reserved.
  • 17. AMA Legacy • • • • Founded in 1847,the AMA is an iconic 167-year-old organization recognized throughout the world and proud of its roots in the world-class city of Chicago The largest professional physician organization in the world, bringing together physicians from all corners of the nation to chart medicine’s future course Built on the foundation of a robust House of Delegates representing physicians from every State & medical society and a solid base of 225,000 physician members No other physician group has more resources, expertise and opportunity to improve the future of health care in the nation than the American Medical Association © 2014 American Medical Association. All rights reserved.
  • 18. AMA Focus • Three ambitious endeavors designed to improve the health of the nation and create a better health care system: – Improved outcomes for patients leading to a reduction in health care costs – Physicians working in a sustainable, professionally satisfying environment, that they themselves help to create – A new generation of medical students, trained to transition seamlessly into 21st century medicine © 2014 American Medical Association. All rights reserved.
  • 19. A solid legacy and ambitious new endeavors provide the AMA a “Janus*” moment to: • Clearly define the AMA in a transformative, master narrative that: – Leverages legacy and invokes an arc of future leadership – Embodies the new strategic direction and AMA Equation – Reconnects and resonates with stakeholders through relevance and emotion *In ancient Roman religion & mythology, Janus is the god of beginnings and transitions. He looks to the future and the past © 2014 American Medical Association. All rights reserved.
  • 20. Master Narrative Inputs • Gain insights to: – Capture themes – Identify conflicts – Determine gaps – Validate messaging Physicians Review Panels Partners & Collaborators Policy Makers AMA Organization Management Opinion Leaders © 2014 American Medical Association. All rights reserved. Senior Leadership/ Board of Trustees
  • 21. Chief Communications Officers: First 100 Days, Weber Shandwick
  • 22. Brandpa © 2014 American Medical Association. All rights reserved.
  • 23. Brandpa: A grand old brand © 2014 American Medical Association. All rights reserved.
  • 24. Brandpa: A grand old brand © 2014 American Medical Association. All rights reserved.
  • 25. Brandellabra © 2014 American Medical Association. All rights reserved.
  • 26. Brandellabra: An archaic brand with a multipronged strategic approach and tendency to fizzle out over time © 2014 American Medical Association. All rights reserved.
  • 27. Brandellabra: An archaic brand with a multipronged strategic approach and tendency to fizzle out over time © 2014 American Medical Association. All rights reserved.
  • 28. Brandwidth © 2014 American Medical Association. All rights reserved.
  • 29. Brandwidth: The maximum amount of potential the brand can reach © 2014 American Medical Association. All rights reserved.
  • 30. Brandwidth: The maximum amount of potential the brand can reach © 2014 American Medical Association. All rights reserved.
  • 31. © 2014 American Medical Association. All rights reserved. 36
  • 32. IMPACT © 2014 American Medical Association. All rights reserved.
  • 33. CARPE DIEM © 2014 American Medical Association. All rights reserved.