L fleshler 360 strategy sample

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L fleshler 360 strategy sample

  1. 1. strategic  approach      create.   drive.  integrate.    
  2. 2. create:  simplicity  &  elegance    Create  fresh  and  simple  iconography  and  language  to  facilitate  awareness  and  recall  
  3. 3. Foster  transparency—build  trust    Strategic  approach:  create.    Images  are  more  easily  remembered  than  words  due  to  how  the  brain  catalogs  each.    Simplified  language  engages  all  audiences  with  one  clear  message  without  jargon.    Iconography  func=ons  as  a  visual  shorthand,  facilita=ng  ease-­‐of-­‐use.    
  4. 4. Strategic  approach:    icons  and  language…      **Create  Icons  for  each  UltraCare  Element    UltraCare  Icons  are  prac=cal  in  that  they  easily  translate  between  print,  web  and  mobile  channels.    The  visual  cues  keep  the  values  of  UltraCare  top  of  mind  and  reinforce  the  brand.      Icons  bridge  gaps  in  reading  comprehension  due  to:  English  as  a  second  language,  diverse  literacy  levels,  and  scanning  of  text.  *  The  above  artwork  ©  Keen  Produc5on  2013  
  5. 5. integrate:  make  it  memorable    Integrate  new  messaging  across  all  touch  points  in  a  consistent  manner  
  6. 6. Integrated  messaging    Strategic  approach:  integrate.    Drives  engagement  by  crea=ng  “through  stories”  that  connect  from  one  channel  to  another,  mo=va=ng  audience  to  follow  story  rather  than  view  isolated  message.    U=lizes  a  variety  of  subtle,  overt  and  embedded  features  such  as  QR  Codes  on  print  pieces  to  access  videos,  re-­‐enforcing  and  deepening  brand  affinity.    Provides  mul=ple  on-­‐  and  off-­‐line  channels  to  access  informa=on,  monitor  results  and  provide  feedback.    
  7. 7. Strategic  approach:  across  all  touch  points…       **  The  above  artwork  ©  Keen  Produc5on  2013  
  8. 8. Strategic  approach:  across  all  touch  points…      *  The  above  artwork  ©  Keen  Produc5on  2013  *  
  9. 9. drive:  build  rela@onships    Drive  engagement  with  innova=on  and  interac=vity,  especially  for  employees  and  caregivers    
  10. 10. Strategic  approach:    drive.  Reflect  company’s  innova=ve  spirit  and  reputa=on  as  a  technology  leader  in  the  ways  that  both  internal  and  external  audiences  engage  with  the  organiza=on.  Ac@ve  Par@cipa@on    Informa=on  is  more  memorable  when  acquired  through  ac=ve  par=cipa=on  rather  than  passive  experience.  Mobile  tools  enable  rela=onship-­‐building  on  the  global  and  local  levels,  including  access  to  area  clinics  via  built-­‐in  GPS.    
  11. 11. Strategic  approach:  innova=on  and  interac=vity…    Engage  Pa@ents  via  Mobile  Tools    The  future  is  mobile  and  geTng  closer  every  day:  § 46%  of  all  U.S.  adults  own  a  Smartphone  § 45%  of  45-­‐54  year-­‐olds  § 31%  of  55-­‐64  year-­‐olds    Pew  Research  Center,  2012    § By  2014,  mobile  internet  is  predicted  to  take  over  desktop  internet  usage.  Microso5  Tag,  2012  § By  2016,  mobile  search  will  generate  27.8  billion  more  queries  than  desktop  search.    BIA/Kelsey  report,  2012    Suggested  Mobile  App  Content  Make  local  clinic  informa=on  easily  accessible.    Support  pa=ents  with  nutri=on  and  lifestyle  resources  that  aid  in  behavior  compliance.    Give  pa=ents  a  place  to  record  side  effects  and  other  issues  to  share  with  staff.  *  The  above  artwork  ©  Keen  Produc5on  2013  *  
  12. 12. Strategic  approach:  innova=on  and  interac=vity…    Engage  Providers  via  Mobile  Tools    § 87%  of  physicians  use  a  smart  phone  or  a  tablet    Physicians  under  age  45:  § 90%  own  a  smart  phone    § 82%  use  search  engines  daily  § 77%  of  =me  spent  online  for  clinical  decisions    Physicians  over  age  55:  § 80%  own  smart  phone  § 84%  use  search  engines  daily  § 64%  of  =me  spent  online  for  clinical  decisions    § 2x  the  =me  online  for  clinical  decisions  than  print  § 93%  take  ac=on  based  on  online  informa=on  § 67%  share  informa=on  with  pa=ents  § 55%  change/make  decision  about  treatment  § 38%  share  informa=on  with  colleague    Google  Physician  Channel  AdopBon  Study,  2012  *  The  above  artwork  ©  Keen  Produc5on  2013  *  
  13. 13. Strategic  approach:  innova=on  and  interac=vity…    Engage  New  Hires  with  Video-­‐Scribe      Bring  brand  elements  to  life  with  a  cap=va=ng  white-­‐board  anima=on.      Video-­‐Scribe  highlights  key  informa=on  in  a  very  memorable  way.    Employees  become  part  of  the  crea=ve  process,  which  helps  them  own  “the  story”and  promote  it  to  others.    *  *  The  above  artwork  ©  Keen  Produc5on  2013  
  14. 14. Strategic  approach:  innova=on  and  interac=vity…    Engage  Employees  with  Gamifica@on      The  UlBmate  Challenge  is  a  post-­‐campaign  game  that  reinforces,  recognizes,  and  rewards  staff  for  exemplifying  the  true  meaning  of  the  brand.      Employees  compete  in  individual  and  team  challenges  and  contribute  to  the  game  “community.”  As  a  result,  learning  becomes  ‘s=cky’and  more  knowledge  is  retained.    Game  mechanics  provide  employees  with  immediate  feedback,  which  reinforces  right  ac=on  and  increases  behavior  adop=on/adap=on.    § Over  1/3  of  all  gamers  are  37+  years  old.  § Women  =  55%  of  online  &  nearly  ½  of  all  gamers.    ESA  Essen=al  Facts,  2012  Point  System  Win  Condi=on  Badges  Leader    Board  Social  network  &  Status  Challenge  Rewards  

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