An integrated approach to planning and customer engagement. Utilising overlapping disciplines of diagnostic, engagement and capability build. A proposed model for healthcare marketing.

1. © Loooped!
Marketing Operations Challenges
Creating Value in Healthcare
Andy Hayley
March 2016

2. According to the “Predicting Routes to Revenue” study from the CMO
Council, only 5% of marketers say they have mastered the ability to
adapt and predict the customer journey; and what actions will derive
maximum value.!
Only 16% of marketers saying they feel that their organisations are
delivering customer experiences that truly fulfil their brand promises,
while two-thirds (66%) say their efforts in this area are hit or miss, and
14% say they are completely missing the mark.!
Customer experience is predicted to be the single largest brand
differentiator by 2020 and yet within this environment, the process of
marketing operations is subject to the effects of siloed work streams,
like any other operation. In today’s environment the need for cohesive
process, cost efficiency and integration means minimising any
likelihood of compounding accumulating assumption is essential.!
This means, over 80% of marketing teams do not believe they are
connecting with true customer insight within their value propositions we
propose a way to address that gap.!
An opening thought

3. The solution

4. The holy grail is to join up the dots. Those companies that
don’t, don’t necessarily fail, they get the success that the
market place dictates they should. Those that do over-index.!
Forward thinking companies are moving away from sales and
marketing planning cycles to integrated business planning
processes.!
But, the key to success is not in identifying the need for this
evolution but how to achieve that across internal departments
and external partners.!
Integrated planning & engagement
Integrated
Marketing
Consumer
Customer
Facing
Customer
Employee
Education
Access
PR

5. What goes wrong?

6. !
Marketing
Implementation
!
Market FactorsInputs Marketing Strategy
A
B
C
D
E
Marketing Strategy
It is common practice to go into tactical execution following the construction of a marketing
plan. A lack of overlap or incomplete or assumptive hand-over within the process can lead to
the strategy being sub-optimal as a result. In addition, if there is a lack of a common thread
within that activity it will result in dilution or fragmentation of marketing effort, and a loss of a
cohesive customer experience.!
!
!
!
!

7. What’s the vision?

8. !
A
B
C
D
E
Market FactorsInputs Marketing StrategyMarketing Strategy
Marketing
Implementation
!

9. Integration model

10. !
A
B
C
D
E
Market FactorsInputs Marketing StrategyMarketing Strategy
Marketing
Implementation
!
Drive excellence in
implementation with insight
lead engagement across
multi-channel and integrate
sales driven and marketing
driven activity!
Upstream identification of a
unifying reason why (not just
what and how) we are
different is the most effective
way of ensuring downstream
alignment of idea!
and messaging.!
Real time, real world
quantification of observed
rather than reported behaviour
is essential in assessing the
degree of alignment with
current/proposed activity and
rationale!
Overlap between disciplines (in-house or outsourced) is vital. No one has expertise across the
business planning function and a collaborative mind set is paramount. The quality and precision of
the output along the process dictates the quality of outcome.!
Diagnositic Engagement Capability

11. Achieving integration

12. The discipline of DISCOVERY helps drive market
analytics and knowledge into true customer
insight. Insight is vital in order to understand why
the chain of events, and moments of interaction
exist within the customer experience journey.!
The definition of PURPOSE helps overcome the
market conventions that hold the business back
and identify the opportunity to out grow the
market.!
Inputs
Market
factors
Strategy
Impact
Insight
Opportunities
Idea
Implementation
To succeed strategy has to have real potential for
ENGAGEMENT within an idea. Whether the idea is
new service design, new technology, revised
communications, or a new commercial innovation.!
Managing the process of change in the DELIVERY
phase of implementation requires a belief by all
stakeholders on the principles defined at the
purpose!

13. About Loooped

14. What if…across all the areas of disease focus, you could become the
most joined up, integrated solution provider. Your customer groups
would know you for aligning with their health service environment and
providing bold strategies and activities that ultimately lead to lasting
change for all of us. Your own people would have clarity on the role they
and their product brands play in the world. Patients could truly benefit
from therapy made available by having as accelerated and wide
access as possible. We would like to help bring that about too.!
Loooped was born out of a desire to work alongside the
pharmaceutical industry in a post-digital age where the channel of
engagement often comes first. This is in contrast to how we think which
is, people first then channel. We promise we can get under the skin of
your customer groups.!
We are driven by a purpose to create lasting change for the industry
and the way their customers experience them.!
A closing thought

15. © Loooped!
Marketing Operations Challenges
Creating Value in Healthcare
andy.hayley@loooped.com
March 2016