ANA B2B Committee Meeting


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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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  • Here’s where we go beyond traditional advertising.
  • Unaided Awareness : When thinking about companies that provide BPO / Technology, what companies have you seen or heard of? Consideration: If you were in the market for a company that provides BPO / Technology, how much would you consider each of the following companies? Very Likely to Recommend: How likely would you be to recommend the following companies to others who needed a company that provides BPO / Technology?
  • International Classification of Diseases (ICD) is the standard diagnostic tool for analyzing the general health situation of population groups and to monitor the incidence and prevalence of diseases and other health problems. ICD-10 was endorsed by the Forty-third World Health Assembly in May 1990 and came into use in WHO Member States as from 1994. The 11th revision of the classification has already started and will continue until 2015. Health Insurance Portability and Accountability Act (1996) Medicare Prescription Drug, Improvement, and Modernization Act (2003) Health Information Technology for Economic and Clinical Health (HITECH) Act was signed into law on February 17, 2009 as part of the American Recovery and Reinvestment Act (ARRA) of 2009 Patient Protection and Affordable Care Act (March 2010)
  • ANA B2B Committee Meeting

    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 Statesand/or other countries. Page 1
    2. 2. Xerox todayWith sales of more than $22 billion, Xerox is the world’s leadingenterprise 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 legacyPage 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 sellPage 3
    4. 4. Ready for Real Business ™Page 4
    5. 5. Our communications platformPage 5
    6. 6. Ready for Real Business™ focuses on customers Affiliation Advertising Through traditional and online channels Source: 6
    7. 7. Interact and explore Real Business Live Please visit: 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 mlPage 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-1017.6% of US GDP HIPAA49 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:// 10
    11. 11. Xerox in health care – early 2011• Low awareness and consideration in healthcare• Lacked consistent, relevant message• Limited integration and leveragePage 11
    12. 12. “Freedom to Care”Page 12
    13. 13. Foundational elementsAwareness research, interviews, summarized findingsIntegrated message mapOverview materialsPro forma marcom planPage 13
    14. 14. “Freedom to Care” in action - TEDMED Pr ogr a m Adver t i s ement Gi f t Redem i on ptPa r t ner vi s i bi l i t y on Com em a t i ve m orTEDM 14 comPageED.
    15. 15. TEDMED media coveragePage 15
    16. 16. Paid and earned social media around TEDMEDPage 16
    17. 17. Primary business line program elementsPage 17
    18. 18. Example LOB awareness and demand generationPage 18
    19. 19. “Freedom to Care” in action – MESC 2012Page 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 studyPage 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 processPage 21
    22. 22. Q&A Thank you! Twitter: @lauraramos www.b2bmarketingpost.comPage 22