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How a 360 Degree Competitive IQ Drives Healthcare Services Marketing

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How a 360 Degree Competitive IQ Drives Healthcare Services Marketing

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How a 360 Degree Competitive IQ Drives Healthcare Services Marketing

  1. 1. The Intelligence Collaborative http://IntelCollab.com #IntelCollab How a 360 Degree Competitive IQ Drives Healthcare Services Powered by Marketing A Complimentary Webinar from Aurora WDC 12:00 Noon Eastern /// Wednesday 3 December 2014 ~ featuring ~ Kim Rosengren Derek Johnson
  2. 2. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Kim Rosengren Named 2011 Marketing & Advertising Professional of the Year by Who’s Who, Kim Rosengren is innovative marketing executive with more than 20 years of B2B and B2C product management, product marketing and marketing communications experience. She has worked in technology and healthcare marketing for more than 20 years. Kim holds an MBA and a Masters in Technology Management from the University of Phoenix, and a BA in Psychology from the University of Colorado at Boulder. Email: kimrosengren@yahoo.com Twitter: @kimrosengren The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real-world business problems. Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at http://AuroraWDC.com – see you next time! © 2014 KimRosengren.com. All Rights Reserved.
  3. 3. Questions, Commentary & Content The Intelligence Collaborative http://IntelCollab.com #IntelCollab α Use the Questions pane on your GoToWebinar control panel and all questions will be answered in the second half of the hour α You are welcome to tweet any comments on Twitter where we are monitoring the hashtag #IntelCollab or eavesdrop via http://tweetchat.com/room/IntelCollab α Slides will be available after the webinar for embedding and sharing via http://slideshare.net/IntelCollab α To view the recording and download the PPT file, please register for a trial membership at http://IntelCollab.com Powered by
  4. 4. Agenda—360 Degrees of Intelligence The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Customer perspective Competitive intelligence Market insight Strategic planning Customer validation Q&A © 2014 KimRosengren.com. All Rights Reserved.
  5. 5. Research Provides a 360 Degree View The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by © 2014 KimRosengren.com. All Rights Reserved. Research is foundational to every strategic decision Research informs product, enables sales and builds customer loyalty Research trumps opinion
  6. 6. “When you two have finished arguing your opinions, I actually have data!” The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by © 2014 KimRosengren.com. All Rights Reserved.
  7. 7. Customer Voice Identifies Strengths, Weaknesses and Opportunities Brand Study Client Advisory ►Leadership ►Positioning ►Value ►Differentiators The Intelligence Collaborative http://IntelCollab.com #IntelCollab ►Concerns and Opportunities ►Validation and Buy-In ►Commitment Powered by Voice of customer confirms suspicions © 2014 KimRosengren.com. All Rights Reserved.
  8. 8. Brand Study Captures Client Opinions The Intelligence Collaborative http://IntelCollab.com #IntelCollab ►Purchasing roles Powered by ►Brand / Professionalism ►Messaging / Tone ►Values / Proof statements Perception Buying preferences Opportunities ►Service(s) preferences ►Top vendors ►Buying criteria ►Strategic / prioritized needs ►Gaps ►Company / Solutions ►Differentiators ►Leadership © 2014 KimRosengren.com. All Rights Reserved. ►Future purchasing plans
  9. 9. Client Advisory Board Prioritizes Approaches Goals Approach The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Objectives Roles & Responsibilities Services & Interventions Enable Program People Technology © 2014 KimRosengren.com. All Rights Reserved.
  10. 10. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by CI Highlights Opportunities 3 research areas Capabilities Positioning Price  Features  Markets  Internal challenges  White space analysis  Successes / Outcomes  Value / ROI  Win / Loss  Models  Prices  Service fees  Contract lengths  Differentiators  References The competitive view informs development, positioning and pricing © 2014 KimRosengren.com. All Rights Reserved.
  11. 11. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Win / Loss Research Informs Product and Sales Strategies ►Quality of solution ►Quality of sales process ►Decision criteria ►Overall performance ►Timing / Pricing Research identifies differentiators to highlight and problems to solve © 2014 KimRosengren.com. All Rights Reserved.
  12. 12. Questions Resources The Intelligence Collaborative http://IntelCollab.com #IntelCollab ►Surveys ►Focus groups ►Client studies ►3rd party inquiries ►Competitors Powered by Market Trends and Drivers Point to the Future ►Need ►Size ►Willingness to pay ►Competition ►Ability to win Focus industry research on market potential and ability to win © 2014 KimRosengren.com. All Rights Reserved.
  13. 13. Strategic Planning Leverages all Research The Intelligence Collaborative http://IntelCollab.com #IntelCollab Validate goals and determine execution strategy Powered by Launch new position and/or product © 2014 KimRosengren.com. All Rights Reserved. Identify opportunity and competition Validate need Gain support
  14. 14. Strategic Plan Integrates Research Evaluate Fit Analyze Market and Plays Choose Transform Evolve The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Broad market survey—how is the world changing? Solution strengths and weaknesses Identify capabilities needed (new or modified) Present options Define solution migration paths Launch new solution(s) Client pain points (analytics, revenue, quality/care, access)—what problem do they most need to solve that we can solve? Identify strengths and weaknesses— solution, operational, sales and marketing Determine if we can close gap—build, buy, partner Define migration path Determine execution path—build capabilities, change operations, growth moves Identify next opportunity Competitive offering, strengths and weaknesses—who’s wining and why? Could the competition play here? Can we win? Validate leadership commitment to idea and resources Develop plan to keep business running Anticipate and plan for competitive moves Markets—Medicare, Medicaid, Duals, Commercial, Provider, Hybrid Identify the markets in which we can play What value do we create for market? For investors? Re-align teams for short- and long-term strategies Define milestones and measurements Position for growth Narrow options Development options—3-5 distinct ways to play What can go wrong? Single strategy Measure Adjust Outcome: 3-5 market opportunities Outcome: Identify “what we are great at” and “what our gaps are” Outcome: 2-3 recommended strategies Outcome: Single, agreed-upon focus Outcome: Operational focus and delivery Outcome: End game achieved Assess G0 G1 G2 G3 G4 G5 G6 © 2014 KimRosengren.com. All Rights Reserved.
  15. 15. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Planning Meeting Drives Consensus ► All group discussion ►Traditional breakouts ►War gaming © 2014 KimRosengren.com. All Rights Reserved.
  16. 16. Build Roadmap that Informs and Leaves Room Use roadmap to confirm customer plans, build loyalty, demonstrate WIIFM The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Quarter 1 High level detail Description Quarter 2 High level detail Description Quarters 3-4 High level detail Description Year 2 1H High level detail Description Year 2 2H High level detail Description © 2014 KimRosengren.com. All Rights Reserved.
  17. 17. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Key Takeaways Research is foundational to every strategic decision Research informs product, enables sales and builds customer loyalty Research trumps opinion © 2014 KimRosengren.com. All Rights Reserved.
  18. 18. "Information is powerful. But it is how we use it that will define us." The Intelligence Collaborative http://IntelCollab.com #IntelCollab — Zack Matere Powered by © 2014 KimRosengren.com. All Rights Reserved.
  19. 19. Thank you! What Questions Can I Answer? The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real-world The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Kim Rosengren Kim Rosengren (303) 587-7501 kimrosengren@yahoo.com @kimrosengren www.KimRosengren.com © 2014 KimRosengren.com. All Rights Reserved. business problems. Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at http://AuroraWDC.com – see you next time!

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