Drive Adoption Intelligence Systems Webinar

The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
Powered by
How to Drive Adoption of
Intelligence Systems
A Complimentary Webinar from Aurora WDC
12:00 Noon Eastern /// Wednesday 11 November 2015
~ featuring ~
Zena Applebaum Chris Taylor JP Ratajczak

Powered by
Zena Applebaum is the Director of Competitive Intelligence at Bennett Jones LLP, a
leading international law firm based in Canada. Zena’s primary responsibilities include
practice development, market and competitor performance analysis, client relationship
management, counter-intelligence and marketing. Zena brings a unique perspective to
intelligence and market dynamics as a result of broad business development, data
management, marketing, and corporate research experience in a variety of sectors. Zena has
a joint academic and applied Master of Arts degree in Communication and Culture from York
and Ryerson Universities. A regular speaker and writer on competitive intelligence topics in
Canada and abroad, Zena authored “Business Intelligence for Law Firms” published in
November 2012, by The Ark Group. Zena currently serves as a The Chair of the Special
Library Association Competitive Intelligence Division Board of Directors and is a former
member of the SCIP Board of Directors.
Email: ApplebaumZ@bennettjones.com Twitter: @ZAppleCI
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 WDC at http://AuroraWDC.com.

Powered by
Chris Taylor is the Manager of Market Intelligence at athenahealth, a cloud-based
vendor of software enabled services and mobile tools for healthcare providers. Chris
manages market surveillance, competitive intelligence, and industry research on topics that
include total cost of ownership of healthcare IT and the impact of software implementations
on hospital bond ratings. Chris came to athenahealth from the provider side of healthcare
where he spent two years as a Financial Management Fellow at the Yale New Haven Health
System. Chris holds an MBA from the Yale School of Management and a BA in Economics
from George Washington University.
Email: chtaylor@athenahealth.com

Powered by
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.
Questions, Commentary & Content

Powered by

Powered by
Happy 10th Birthday FirstLight!
getFirstLight.com

Powered by
• Aggregation platform to bring together internal and external data
• One stop information, analysis and intelligence shop
• Two way communication platform - sharing intel, seeing who is
reading/accessing what, analytics
Why Do I need one?
• "We each know what we all know" – how our clients and customers think
• Access to two way communication
• Automates collection and dissemination, frees up the analysts to actually
analyze.
8
What is an Aggregation System or Intelligence Platform

Powered by
Current Awareness + Intelligence
= Competitive Advantage
On-going media
searches, customized
alerts, new titles,TOCs,
Current Awareness –
Know your Client
Early warning indicators
– opportunity
identification
BenNet Books
Knowledge Products
Bennett Jones System Deployment = Competitive Advantage

Powered by
If you build it…

Powered by
Daily
Engagement
Special
Projects
OnBoarding
Launch
Four Channels to Drive Adoption of Intelligence Technology

Powered by
Link to site on Intranet – Now, RSS to HomePage
Desk drop piece (collateral)
Desk side visits
Announcement from COO
Set up a single email address for feedback & requests
Launch

Powered by
• Within 6 months of launch:
• 20+ client pages
• 10 practice /business line pages
• Reduced email
• More time spent on analysis
• Adoption/Use metrics higher than other new technologies
• Bonus
• "I got it in my Pipeline"
• "can you add that to the Pipeline/Aggregator"
Our Success

Powered by
• Every new employee is given a tour of the system:
On Boarding – LaunchAgain

Powered by
Special Projects • Elections
• Legislative Changes
• How congress is voting
• How you/your business will be impacted
• Decision
• M&A
• Resulting issues
• Analyst coverage
• Product Launch
• Your own
• Competitor
• Crisis Management
• Your own
• Competitors
• Weather
• RFP process/ Prospect
Provides the opportunity to
remind people that your
intelligence technology service is
a timely and relevant
mechanism. It’s the meeting
point between launch and daily
engagement.
Like shopping in your own closet.

Powered by
• The most important part of your adoption strategy
• Encourage daily use of the system
• Intelligence briefings
• Current marketing collateral
• Competitors filings
• Scorecards
• Product comparisons
• Analyst reports/coverage
• News/current awareness
• Daily Newsletter !?!?
Daily Engagement

Powered by
Cause of Death
• Newsletters are boring
• Newsletters aren't personalized
• Newsletters don't build
relationships
• Newsletters don't create leads
• Newsletters are long
• Newsletter content is slow and
irrelevant
Alleged Killer
• Technology
Why Are Newsletters Presumed Dead?

Powered by
newsletter is a regularly distributed
publication that is generally about one main
topic of interest to its subscribers.
Newspapers and leaflets are types of
newsletters. (Merriam Webster)
• Interest = customized (subscription based)
• Distributed (push not pull)
• Publication of some kind – i.e. words
conveying a message through a medium
Be creative, have an opinion, provide analysis. Newsletters provide a service to
readers. What is your service level?
Foyer, Foyer- It's all about Semantics

Powered by
Modern Newsletter Examples

Powered by
Analytics & Engagement

Powered by
Market Intelligence at athenahealth
► Who we are: We are the eyes and ears for account-
facing teams on the market, helping them to better
understand their constituents and to capitalize on
opportunities to build trust and credibility.
► What we do:
• We relentlessly pursue information on clients, prospects, competitors,
market segments and trends.
• We transform information into actionable intelligence backed by MI
best practices around data collection, validation and analysis.
• We communicate intelligence in a variety of formats suitable for
internal and external audiences.
• We identify and nurture industry contacts who can provide
information and open doors for C-suite access.

Powered by
We support market facing teams in the
following ways
Surveillance – Continuous monitoring
• Automated, custom daily news alerts on named accounts & competitors
• Opportunistic communications (e.g. Market for EMRs Still Strong)
• Ongoing topic tracking (e.g. hospital credit rating downgrades)
• 1x1 outreach (e.g. we found a new resource for you)Industry Research – Insights on the market
• Market segment reports (e.g. Emergency Department staffing)
• Topical primers (e.g. Medicare Advantage)
• Competitive intelligence
• Proprietary insights (e.g. Total Cost of Ownership whitepaper)Account-Specific Research – Insights on prospects & clients
• Ad hoc research on accounts and execs (for meeting gen or prep)
• Event prep
• Lead gen and nurture analyses across accounts

Powered by
Surveillance: The business need
► ~30% year-over-year growth
► Dramatically changing sector
► Clients and prospects range from 1-doc
practices to the country’s largest systems
► Access and awareness key to penetrating
industry dominated by legacy players

Powered by
Surveillance: The solution
►Daily News Alerts
► News coverage across >2,400 prospects, clients,
competitors, and other key targets
► Customization by salesperson’s book of business,
account ownership, or territory coverage
► Software-enabled services (provided by Aurora WDC)
that continuously learn and improve

Powered by
Surveillance: The Solution
…
Platform to
disseminate
featured
content
Coverage across
competitors and
2,400 prospects
and clients

Powered by
We track user engagement on a weekly basis

Powered by
Competitive Intelligence: The business need
►Selling into multiple “sockets” (e.g. practice
management, electronic health record,
population health)
►Highly complex and changing set of
competitors
►Tactical intelligence needed to be timely,
relevant, accessible

Powered by
Competitive Intelligence: The solution
►Competitive intelligence platform lives in
Salesforce CRM
► Allows easy access and encourages crowd-sourced
intelligence
► Ensures competitors are linked to active opportunities
and existing clients
► Fed by Daily News Alerts
► Low-effort sourcing and dissemination of intelligence
enables our team to focus on analysis

Powered by
How to Prep for 2025’s Intelligence Technology
featuring Nova Spivack
CEO and Co-Founder of Bottlenose
Wednesday, December 16 | Noon ET

Powered by
Chris Taylor
chtaylor@athenahealth.com
Zena Applebaum
ApplebaumZ@bennettjones.com
@ZAppleCI

Drive Adoption Intelligence Systems Webinar

Recommended

Recommended

More Related Content

What's hot

What's hot (18)

Viewers also liked

Viewers also liked (16)

Similar to Drive Adoption Intelligence Systems Webinar

Similar to Drive Adoption Intelligence Systems Webinar (20)

More from IntelCollab.com

More from IntelCollab.com (13)

Recently uploaded

Recently uploaded (20)

Drive Adoption Intelligence Systems Webinar