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Building Brand Awareness in
      the Healthcare Industry
      Laura Ramos
      VP, Enterprise Industry Marketing

     ...
Xerox today

With sales of more than $22 billion, Xerox is the world’s leading
enterprise for business process and documen...
What happens when you are no longer…?

•   Xerox the Document company

•   Evolve the brand to technology-led, services dr...
Ready for Real Business ™




Page 4
Our communications platform




Page 5
Ready for Real Business™ focuses on customers
 Affiliation Advertising




 Through traditional and online channels




  ...
Interact and explore Real Business Live




         Please visit: http://www.realbusiness.com/#/ready-for-business
Page 7
“A World Made Simpler…by Xerox”




   ht t p: / / www. xer ox. com about - xer ox/ vi deos / ant hem
                    ...
Results

•   #57 on Interbrand Best Global Brand study
    – “Liked” brand, trusted leader
•   Measurable increase in bran...
Quick Quiz

$2.5 trillion in 2009                                   ICD-10
17.6% of US GDP                                ...
Xerox in health care – early 2011

•   Low awareness and consideration in healthcare
•   Lacked consistent, relevant messa...
“Freedom to Care”




Page 12
Foundational elements

Awareness research, interviews, summarized findings
Integrated message map
Overview materials
Pro f...
“Freedom to Care” in action - TEDMED



                                  Pr ogr a m
                                  Adv...
TEDMED media coverage




Page 15
Paid and earned social media around TEDMED




Page 16
Primary business line program elements




Page 17
Example LOB awareness and demand generation




Page 18
“Freedom to Care” in action – MESC 2012




Page 19
Results

•   Uptick in healthcare provider business revenue
•   Significant increase in industry rankings
•   100s of new ...
Lessons Learned

•   Evolving the brand is a years-long process
•   New platform puts Xerox focus on our clients:
    – Wh...
Q&A

  Thank you!


  laura.ramos@xerox.com
  Twitter: @lauraramos
  www.b2bmarketingpost.com




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August 23, 2012, "Building Brand Awareness in the Healthcare Industry". Laura Ramos shares the Xerox journey from the copier company to a key business partner in process outsourcing services. "Freedom to Care" is the campaign Xerox designed to extend this message the healthcare industry.

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  1. 1. Building Brand Awareness in the Healthcare Industry Laura Ramos VP, Enterprise Industry Marketing Xerox Corporation August 23, 2012 © 2012 Xerox Corporation. All rights reserved. Xerox ョ , Xerox and design ョ and Ready For Real Business are trademarks of Xerox Corporation in the United States and/or other countries. Page 1
  2. 2. Xerox today With sales of more than $22 billion, Xerox is the world’s leading enterprise for business process and document management • Acquired Affiliated Computer Services (ACS) in Feb 2010 • Services represent approx. ½ of overall business • ~140,000 employees worldwide • 10,700+ patents • HQ: Norwalk, Connecticut • CEO: Ursula Burns Successful marketing of services depends on evolving the brand from its technology legacy Page 2
  3. 3. What happens when you are no longer…? • Xerox the Document company • Evolve the brand to technology-led, services driven • Retain value of our shared history • Share story about how solve customer problems, not simply sell Page 3
  4. 4. Ready for Real Business ™ Page 4
  5. 5. Our communications platform Page 5
  6. 6. Ready for Real Business™ focuses on customers Affiliation Advertising Through traditional and online channels Source: http://www.youtube.com/watch?v=e6reT9Ux_gI Page 6
  7. 7. Interact and explore Real Business Live Please visit: http://www.realbusiness.com/#/ready-for-business Page 7
  8. 8. “A World Made Simpler…by Xerox” ht t p: / / www. xer ox. com about - xer ox/ vi deos / ant hem / _her o_vi deo/ enus . ht ml Page 8
  9. 9. Results • #57 on Interbrand Best Global Brand study – “Liked” brand, trusted leader • Measurable increase in brand value since launching Ready for Real Business • Statistically significant increases in unaided awareness, consideration and likely-to-recommend for BPO* – Double digit increases in positive responses to “does Xerox offer services and solutions?” when questioning those who see messages * Source: Millward Brown study of 1000+ C-level /senior IT in large companies. Page 9
  10. 10. Quick Quiz $2.5 trillion in 2009 ICD-10 17.6% of US GDP HIPAA 49 million MMA HITECH - ARRA PPACA Sources: McKinsey, “Accounting for the cost of U.S. health care: Pre-reform trends and impact of the recession” Dec 2011 US Census Bureau: Http://www.census.gov/hhes/www/hlthins/data/historical/HIB_tables.html Page 10
  11. 11. Xerox in health care – early 2011 • Low awareness and consideration in healthcare • Lacked consistent, relevant message • Limited integration and leverage Page 11
  12. 12. “Freedom to Care” Page 12
  13. 13. Foundational elements Awareness research, interviews, summarized findings Integrated message map Overview materials Pro forma marcom plan Page 13
  14. 14. “Freedom to Care” in action - TEDMED Pr ogr a m Adver t i s ement Gi f t Redem i on pt Pa r t ner vi s i bi l i t y on Com em a t i ve m or TEDM 14 com PageED.
  15. 15. TEDMED media coverage Page 15
  16. 16. Paid and earned social media around TEDMED Page 16
  17. 17. Primary business line program elements Page 17
  18. 18. Example LOB awareness and demand generation Page 18
  19. 19. “Freedom to Care” in action – MESC 2012 Page 19
  20. 20. Results • Uptick in healthcare provider business revenue • Significant increase in industry rankings • 100s of new accounts, increased pipeline • Two major new state wins for MMI • 100% “buy again” indications in nearly every category we serve • Doubled -- and in some places tripled -- healthcare website traffic • NEXT: Revisit brand/consideration study Page 20
  21. 21. Lessons Learned • Evolving the brand is a years-long process • New platform puts Xerox focus on our clients: – What’s important to their core business – What’s important to their customers • Brand discipline takes consistent effort, investment, repetitive communication • Cross-business line collaboration is key • Digital technologies help to speed up the process Page 21
  22. 22. Q&A Thank you! laura.ramos@xerox.com Twitter: @lauraramos www.b2bmarketingpost.com Page 22

August 23, 2012, "Building Brand Awareness in the Healthcare Industry". Laura Ramos shares the Xerox journey from the copier company to a key business partner in process outsourcing services. "Freedom to Care" is the campaign Xerox designed to extend this message the healthcare industry.

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