VMware Healthcare Marketing Programme 2013 - 2015 Martrain Ltd

VMware Healthcare
UKI campaign
2013/2015

© Martrain 2015www.martrain.co.uk | info@martrain.co.uk2
VMWARE HEALTHCARE CAMPAIGN
OBJECTIVE
To drive awareness and sales of VMware’s virtual
desktop solution in the UK healthcare market.
The aim is to deliver a marketing programme
which isn’t confined to brand awareness or
lead generation but is end-to-end including
sales enablement and nurturing or accelerating
specific opportunities.
The campaign combines new sector content with
VMware’s existing marketing activity to produce an
effective integrated multi-channel approach.
CLICK TO VIEW OUR VMWARE HEALTHCARE ANIMATION

CAMPAIGN ELEMENTS
• Market analysis
• Message
analysis
• Prospect DMU
identification
• Database Build
• Media Audit
• Social Media
Audit
• Content audit
• Online research
• Telephone
research
• Advertising
• Animations
• Direct mail
• Emails
• SEO
• Microsites
• Social media
• Sponsored
articles
• Events
• Forums
• Lead scoring
• Follow up
• Telemarketing
• Conference
calls
• Face to face
meetings
• Animations
• Product sheets
• Technical
sheets
• Sector
brochures
• FAQ
• Seminars
• Webinars
• Sales
enablement
• Case studies
• Direct mail
• Emails
• Telemarketing
• Expert opinion
articles
• Thought
leadership
papers
• White papers
• Seminar/
Webinars
• Events
• Forums
1. RESEARCH &
STRATEGY
2. AWARENESS/
INTEREST
3. LEAD
GENERATION
4. SALES
ENABLEMENT
5. ONGOING
NURTURING
6. OPPORTUNITY
ACCELERATION

CAMPAIGN ELEMENTS
1. RESEARCH &
STRATEGY
2. AWARENESS/
INTEREST
3. LEAD
GENERATION
4. SALES
ENABLEMENT
5. ONGOING
NURTURING
6. OPPORTUNITY
ACCELERATION
Martrain analysed the new structure
of the NHS and the potential value
of the market including the desktop
landscape and the number of
organisations still using Windows XP.
We then identified the buying teams
including Clinical CIO’s and Finance
Managers and we also tested the
messaging that resonated with
these contacts. Finally we audited
the relevant media including social
forums on LinkedIn, and all VMware’s
content relevant to healthcare.
This meant we could confidently
build a scalable marketing
programme targeting the right
people with the right messages
across the right channels.
First
Name
Surname
Title

Debbie
Chappell
Community
Informa9on
System
(EMIS
Web)
Implementa9on
Manager

Nigel

Dearden
Head
of
Informa9on
Services

Ian
Bolger
Senior
IT
Manager

Juan
Pablo
Dhillon
Senior
Informa9on
Systems
Developer

Paul
Izon
Assistant
Director
of
Health
Informa9cs

Andrew
Atherton
Clinical
CIO

Peter
Cash
Chief
Execu9ve

Darren
Osborne
Associate

Director
Transforma9on

MAKING THE CONNECTIONS
TO IMPROVE HEALTH 2
FULLY
WIRED
AN HSJ SUPPLEMENT/12 JULY 2013
INNOVATIONTHROUGH
TECHNOLOGY
12 Health Service Journal supplement 12 July 2013 hsj.co.uk
Delivering care for patients in today’s busy
hospital environment all too often requires
clinicians to navigate a maze of complexity
and pain points simply to gain basic access
to disparate local and national clinical
information systems.
However, in healthcare environments,
where minutes or seconds can make a
difference in patient care, it is crucial for
staff to be able to quickly and reliably access
medical information and applications,
including NHS Spine, in the way they want
– roaming from floor to floor and
department to department, both within and
outside the hospital, regardless of device or
location.
Offering this kind of flexibility for
clinicians promises both to improve working
lives and improve efficiency, as Tracy
Doucet, co-founder of IT solutions provider
Innov8 and a former NHS trust chair,
explains. More importantly, she says, it can
offer significant clinical benefits and
facilitate genuine transformation and
performance improvement.
“Many of the clinicians we speak to are
frustrated at the pain points and barriers
they face – slow logins and logging in and
out of applications often as many as 60
times a day, managing different desktop and
clinical application environments and the
restrictions created by accessing information
on fixed end point PCs that are often located
in the wrong places,” she says.
“All in all, it adds up to huge inefficiencies
for trusts and frustration for healthcare staff,
slowing clinicians down and creating
barriers which prevent rather than help
them do the important things, the things
that really matter – managing demand and
capacity upstream and providing excellent
frontline clinical care for patients.”
One solution is virtualisation in which
users no longer access systems and
information on their desktop but through a
central server over a local wired or wireless
network, broadband or 3G/4G connection.
Users can log into their own systems with a
single, secure sign-on to NHS Spine
applications wherever they are.
Implemented well, virtual desktop
infrastructure and virtualisation software
not only delivers the clinical benefits but also
offers a significant opportunity to increase
efficiency in the IT department and deliver a
significant return on investment in IT
infrastructure, she adds.
That’s the theory. But the practice has
often turned out to be rather different.
Ms Doucet says many trusts have tried
virtualisation – but have got stuck at pilot
stage. “The costs of large scale deployment
have often been prohibitive due to the sheer
size of the required server and storage
requirements,” she says. “In cases where
significant investment has been secured and
larger deployments undertaken, the
expected benefits have rarely been realised.”
Which is where VMware comes in.
VMware, whose virtualisation products are
already in use in 80 per cent of NHS trusts,
has formed a strategic partnership with
Innov8, set up by Ms Doucet and two former
NHS IT specialists, including Ian Smith,
formerly deputy IT director of Nottingham
University Hospitals Trust, to develop
solutions for the NHS.
They have created Mobile Medical
Workspace providing an integrated solution
that is helping trusts to virtualise desktop
delivery and bring about significant
improvements in quality, safety and
efficiency.
“Take a day in the life of an orthopaedic
consultant,” says Ms Doucet. “He’s on the
ward seeing patients and logged into a
patient information system on the ward
desktop using his NHS Smartcard. He sees
Longwaitstoaccessbasicpatientdataarefrustrating
andinefficient.DaloniCarlisleonhowtospeedthingsup
THEAGONY
OFSLOW
LOGINS
IN ASSOCIATION WITH VMWARE
Providing patient care is a
demanding job. Inside the hospital
clinicians are always “on” and always moving.
The same, unfortunately, is often not true for
their computers.
Many times the clinical workstation can be a
source of frustration for clinicians. Desktops
that are down, locked or simply too slow to use
disrupt the workflow and disrupt care.
Some nurses log eight kilometres per day as
they travel throughout the ward and do not
tolerate unavailable or slow workstations.
Doctors need immediate access to data and
applications – and there can be serious
consequences if they cannot get it. Doctors also
need to access their clinical desktop from
locations outside the hospital so they can make
treatment decisions faster.
As the entire healthcare industry moves
towards electronic medical records, it becomes
even more critical that desktop systems are
always on and always available.
The clinical desktop should be the clinician’s
best friend, the favoured tool, the dependable
workhorse. A place where all clinicians’
resources are located – care applications, data,
email, internet/intranet, imaging, dictation;
everything required to make fast and
knowledgeable decisions. None of these
descriptions come to mind when we think about
the traditional clinical workstation or desktop.
Virtualised clinical desktops and applications
transform traditional clinical workstations into
the clinician’s best friend. Cloud-based clinical
workspaces untether desktops from static
devices and tie them to the clinician’s identity.
Now clinical workspaces can roam with the
clinician, following them from device to device.
The desktops are run in the data centre and can
be set to always be powered on during the
clinician’s shift, so logins are fast and efficient.
Imagine using your identity badge to tap a
card reader and get immediate access to your
cloud-based clinical desktop, with all
applications and data ready to go… in seconds.
Virtualisation is a proven technology. Today’s
desktop virtualisation solutions can run video
conferencing, deliver 3D medical images and
allow physicians to dictate notes remotely – all
with a fantastic end user experience.
With a VMware AlwaysOn Point of Care
solution you can provide 24/7 availability of a
virtualised desktop – solving the reliability
issue typically associated with desktop
systems. As one of our virtual clinical desktop
users said: “Finally IT is doing something for us
instead of to us.”
Tisa Murdock is director of end user solutions
for healthcare at VMware
www.vmware.com/uk
‘Now clinical
workspaces can roam
with the clinician’
INFRASTRUCTURE
TISA MURDOCK
ON VIRTUAL
DESKTOPS
hsj.co.uk 12 July 2013 Health Service Journal supplement 13
ALAMY
his own desktop and with a single sign-on
can access all his clinical applications.
“Then he gets a call from the ED about an
elderly patient with a suspected fractured
neck of femur. He pulls his card out of the
PC and into a reader on his iPad where he
can view the PACS image as he walks down
to the ED. He can show the patient the
image, discuss the care plan, log into the bed
management system or order any tests from
the iPad.
“Then he goes to an outpatient clinic or to
a ward in a different location, perhaps even
offsite in the community. He can log on to
his own desktop session and information
anywhere, anytime and on any device.
“This has the power to transform how,
where and by whom care is delivered and
bring about significant improvements in
quality, safety and efficiency. ”
And it is not a fantasy.
Nottinghamshire Health Informatics
Service is one of the largest and most
forward-looking ICT services in the UK,
supporting the technology requirements for
NHS trusts and commissioners right across
primary care, acute and community
hospitals, GPs and other public sector
organisations across the county. It has
already implemented VMware virtualisation
solutions in a large community health clinic
and GP practice and is now implementing
the Mobile Medical Workspace “follow me”
desktop within an acute hospital.
Mike Press, assistant director of IT at
NHIS, says: “Today’s IT directors and health
informatics services need to become an
enabler and business value creator. Rather
than IT driving how clinicians work, IT must
remove rather than create ‘pain points’,
supporting clinicians to deliver the best care,
at the best time in the best place.
“We wanted to develop a simple, cost
effective and scalable solution which
responded to the needs of our customers –
instant, always available yet secure access to
a wide range of clinical information and
applications regardless of their location or
choice of device,” he says. “We wanted to
work with a strategic partner who truly
understands how we wanted to add value as
an IT provider, and who could help us to
procure the best available technology and
virtualisation solutions.’’
VMware, Innov8 and the NHS are at the
start of what Ms Doucet hopes is a sea
change in how clinicians access critical
information, one that will deliver tangible
benefits for staff and patients alike.
“We are currently undertaking a detailed
reference study to really bottom out some of
the data about sign-on and the time
clinicians waste,” she says. “But the really
interesting part will be working with
clinicians and managers to understand how
this technology can help them transform the
services they provide and help the NHS to
develop entirely different and better
integrated models of care across health
communities.” ●
‘IT must remove rather
than create pain points,
supporting clinicians to
deliver the best care’
Fast forward: new
technology promises
an end to long waits
at the keyboard
Following a detailed media audit of
both on and offline media options,
suitable content opportunities where
secured and are leveraged via email
comms and news letters.
CAMPAIGN ELEMENTS
1. RESEARCH &
STRATEGY
2. AWARENESS/
INTEREST
3. LEAD
GENERATION
4. SALES
ENABLEMENT
5. ONGOING
NURTURING
6. OPPORTUNITY
ACCELERATION

CAMPAIGN ELEMENTS
1. RESEARCH &
STRATEGY
2. AWARENESS/
INTEREST
3. LEAD
GENERATION
4. SALES
ENABLEMENT
5. ONGOING
NURTURING
6. OPPORTUNITY
ACCELERATION
Ongoing email campaigns are
managed by our marketing
automation system and when a
prospect is showing a desire to
learn more, downloading content
or completing a survey, they are
followed up by telephone. These
leads are then passed over to the
VMware sales team. We are also
running ongoing upsell campaigns
to existing VMware EUC users.

VMware in Healthcare
Transforming the Cost, Quality and
Delivery of Patient Care
F A Q / 1
F R E Q U E N T LY A S K E D Q U E S T I O N S
Q. What is new in Horizon Mirage 4?
A. Horizon Mirage 4 includes the capability for application layering.
IT administrators can now build layers that include individual
applications or groups of applications to deploy and manage
centrally for any combination of end users.
Horizon Mirage 4 includes Fusion Professional, so IT
administrators can deploy corporate images and applications
to virtual machines running on Mac- or Linux-based desktops
and laptops.
Horizon Mirage 4 includes VMware® ThinApp® application-
virtualization technology to enable isolation and encapsulation
of traditional Windows desktop applications for inclusion in
image layers managed by Horizon Mirage.
Q. How well does the synchronization perform over the WAN?
A. Horizon Mirage was designed to excel over the WAN by
leveraging deduplication both in storage and during network
transfers. Horizon Mirage uses a global manifest in storage to
ensure that data is stored only once. Horizon Mirage sends
data across a network only when it is needed. Horizon Mirage
(before network transfer) scans the source and the destination,
computes the delta (i.e., determines which files are missing)
and sends only what is required. Horizon Mirage also compresses
network transmissions for additional network savings.
Q. Does Horizon Mirage replace my PC life-cycle management
(PCLM) solution?
A. No, Horizon Mirage is not a replacement for PCLM solutions
but complements and extends existing tools and processes.
The image-layering technology enables IT to easily migrate
user data and profiles for in-place OS migration or hardware-
refresh processes. Additionally, snapshots of PCs enable
rollback or quick recovery in case of a failure.
Q. Can I adjust policies in Horizon Mirage?
A. The IT administrator can use settings in Horizon Mirage to
customize how the Horizon Mirage system works—including
how often snapshots are taken, what types of files are (and
are not) centralized and how endpoints are centralized to the
system—and to control role-based authentication for the
Horizon Mirage management system.
Q. How does Horizon Mirage enable end-user personalization
of PC systems?
A. Horizon Mirage maintains all end-user data even when an IT
administrator applies base layers. The only time end-user data
is changed or modified is when it conflicts with data in the
base layer. For example, if an end user has previously installed
Solution Basics
Q. What is VMware Horizon Mirage?
A. VMware Horizon Mirage™ is a layered image management
solution that separates the PC into logical layers that are
owned and managed by either IT or the end user. You can
update IT-managed layers while maintaining end-user files
and personalization. To maximize end-user productivity,
snapshots and backups of layered desktop images enable
quick recovery or rollback in case of failure.
Q. How does Horizon Mirage work?
A. Horizon Mirage categorizes a PC into logical layers owned
by either IT or the end user, sends a complete copy of the
system to the datacenter and keeps it synchronized. If an end
user goes offline, Horizon Mirage performs a synchronization
the next time that user comes back online. Synchronization
pushes updates to the IT-managed layers and sends user-
initiated changes back to the datacenter. Centralization and
synchronization enable IT to manage the PCs more effectively.
Images managed by Horizon Mirage can run natively on
Windows laptops and desktops or as virtual desktops
running locally on Mac or Linux systems with VMware Fusion®
Professional.
Q. How do the Horizon Mirage logical layers work?
A. When the Horizon Mirage client is installed on a PC, it scans
the entire device and categorizes all of its contents into a
number of logical layers. It creates two groups of layers: those
that IT owns and manages and those that the user controls
(such as the user’s profile and data and the applications the
user installs).
Horizon Mirage does not move anything around on the PC and
does not isolate or virtualize the components. Instead, Horizon
Mirage categorizes the data on a PC so that IT can perform
more-granular management of the system components. After
an update is made to a layer, that change is merged into the
image running on that end-user system.
Q. How does Horizon Mirage categorize the data on the
computer into separate logical layers?
A. The data is all stored in the datacenter, and Horizon Mirage
uses algorithms to determine which objects on the endpoint
belong to which logical layer. The information in the datacenter
is stored in logical groupings of data from each endpoint that
the Horizon Mirage server records.
VMware Horizon Mirage
D A TA S H E E T / 1
AT A GLANCE
VMware Horizon Mirage™ is a layered image-
management solution that separates the PC into
logical layers that are owned and managed by
either your IT organization or the end user. You
can update IT-managed layers while maintaining
end-user files and personalization. To maximize
end-user productivity, snapshots and backups of
layered desktop images enable quick recovery or
rollback in case of failure.
BENEFITS
• Simplify the PC by transforming it into
centralized, layered image services.
• Manage and secure PC images centrally to lower
IT costs through built-in backup and recovery.
• Empower end users with a personalized desktop
experience and optimized productivity.
D A TA S H E E T
VMware Horizon Mirage
Your Cloud, Your Desktop, Just Got Better
What Is VMware
Horizon Mirage?
When Horizon Mirage is installed on a PC, it scans the entire device
and categorizes all of its contents into a number of logical layers.
Horizon Mirage doesn’t move anything around on the PC. It just
categorizes the data, so that your IT staff can perform more-
granular management of the PC.
Horizon Mirage then sends a complete copy of that PC image to the
datacenter and keeps it synchronized. If an end user goes offline,
Horizon Mirage performs a synchronization the next time that user
comes back online. That synchronization includes the updates IT
has made to the IT-managed layers, as well as changes that the
end user has made to the system.
Images managed by Horizon Mirage can run directly on a
desktop or laptop—or inside a virtual machine with VMware
Fusion® Professional. End users can leverage local computing
power, such as CPU or graphics, whether they are online or offline.
The Horizon Mirage architecture includes the Horizon Mirage server in the datacenter to
centralize desktop management and protection, the Horizon Mirage client to create a
local cache for an optimal user experience at the endpoint, and advanced WAN
optimization technology to speed bidirectional synchronization over the WAN.
Accelerate Windows 7 Migrations
Horizon Mirage accelerates the most common approaches to
Windows 7 migrations: upgrading an existing Windows XP
device to Windows 7 or migrating an end user’s profile and files
to a new Windows 7 machine. In addition, Horizon Mirage takes a
full snapshot of the Windows XP system before it attempts the
migration, so if something goes wrong, you can quickly restore
the end user to the previous system.
With these enhancements to a Windows 7 migration project, a
5,000-person organization could easily save USD $600,000 in IT
time and more than USD $1,000,000 in user productivity.
Simplify PC Backup and Desktop Recovery
Whether you need to reimage a desktop, replace a broken hard
drive, replace a lost or damaged PC, or roll back a malfunctioning
PC to a previously working snapshot, restoring the desktop can be
difficult. Horizon Mirage takes snapshots of an entire PC—including
OS, applications, files and personalization—and restores an exact
image of the end user’s old system to any replacement device.
Easily Manage Remote and Branch Office PCs Without
Added Infrastructure
Horizon Mirage was designed to excel over the WAN by leveraging
deduplication capabilities, both in storage and during network
transfers. This gives IT a powerful tool for managing laptops and
desktops used by remote offices, home workers and traveling
employees. Horizon Mirage centralizes exact copies of these
endpoint PCs over the WAN and into the datacenter.
A responsive campaign microsite
has been developed with a wide
range of materials for sales
enablement, including:
• Animation
• Product sheets
• Technical sheets
• Sector brochures
• FAQ
CAMPAIGN ELEMENTS
1. RESEARCH &
STRATEGY
2. AWARENESS/
INTEREST
3. LEAD
GENERATION
4. SALES
ENABLEMENT
5. ONGOING
NURTURING
6. OPPORTUNITY
ACCELERATION
CLICK TO VIEW VMWARE MICROSITE

VMware Point of Care Solutions
for Clinicians and Caregivers
Who Is VMware?
VMware, the market-leading virtualization software company,
transforms healthcare IT with trusted solutions that improve the
cost, quality, and delivery of patient care.
What Does VMware Do?
Mobile clinical workspaces are the future of patient care. VMware
delivers point-of-care solutions that enable nonstop, mobile access
to clinical applications and information.
Why VMware for Clinicians?
Like you, VMware® solutions are always on—whether you’re in the
operating room, your office, a remote clinic, or a lab. They don’t
make you think about technology. They just work—whenever,
wherever the care takes place. That’s why regional, community,
university, government, and rural hospitals, clinics, and labs
around the world rely on VMware point-of-care solutions.
VMware, Inc. 3401 Hillview Avenue Palo Alto CA 94304 USA Tel 877-486-9273 Fax 650-427-5001 www.vmware.com
Copyright © 2010 VMware, Inc. All rights reserved. This product is protected by U.S. and international copyright and intellectual property laws. VMware products are covered by one or more patents listed at
http://www.vmware.com/go/patents. VMware is a registered trademark or trademark of VMware, Inc. in the United States and/or other jurisdictions. All other marks and names mentioned herein may be
trademarks of their respective companies. Item No: VMW_10Q3_SS_COLUMBIA_MEMORIAL_USLET_EN_R1
University Hospitals of Morecambe Bay NHS Foundation Trust has
implemented a virtual desktop infrastructure in A&E to give staff
easier access to Lorenzo.
The VMWare Horizon View solution lets users log-in to the system
from any hospital computer using their NHS smartcards while
maintaining their applications and Spine sessions.
IT manager Andy Wicks told eHealth Insider that the cloud solution
was live across all emergency departments and had been a “game
changer for clinicians.”
Subject to business case approval, the trust is looking to roll it out
throughout Morecambe Bay.
Morecambe Bay became the first to introduce CSC’s Lorenzo
electronic patient record system as part of the National Programme
for IT in the NHS in 2010, but has run into several problems with the
implementation.
“Our problem in the emergency department is around accessibility
and making Lorenzo more accessible. We got the login down to
about 15 seconds, but when clinicians need to log on several times,
that takes up a lot of time.”
Wicks explained that by using the virtual desktop, together with a
single sign-on solution from Imprivata and Callisto Spine session
persistence software, mobility for staff had increased.
“The desktop is hosted on a virtual machine. You walk up to the PC,
use the smart card and log on to Lorenzo and PACS, you can do
what you need to do, when you pull your card out and it will lock
the machine.
“Then when you go on to another machine, and log on there, and
your session will be right where you left off,” he said.
The trust has been working on the solution with a number of
companies on the solution.
It worked with BDS Solutions on the VMware virtualisation project
and with Business Management Services on the single sign-on and
session persistence aspects.
Nigel Elson of Isosec explained: “We worked with NHS Connecting
for Health and Morecambe Bay to develop a solution that
maintained the Spine application sessions when the card was
moved out of range, but maintained strong security through the
use of screen blanking and customisable timers.
“This was a case of a good group of products and suppliers
working with the trust to deliver a great solution.”
The trust is piloting the system in outpatient departments as well.
“In an outpatient setting, a consultant uses two rooms,” said Wicks.
“Before the consultation, the doctor would look at the patient’s
records in one room, and then walk next door to the examination
room and see the patient. He’s then leaving the information in the
other room.”
Doctors would previously have to write the information down on
paper and bring it into the consultation, but now could simply log
on to the computer while examining the patient and still have all
the information on the screen.
He added that the new infrastructure also solved an information
governance issue as there was no risk of staff staying logged on to
the system when they walked away from the computer.
More than 4,500 staff are trained on the system, with up to 1,500
users per day accessing it using smart cards.
CUSTOMER CASE STUDY
5 March 2013, Lis Evenstad, ehealth INSIDER
Morecambe gets Horizon View of Lorenzo
University Hospital of Morecambe Bay
VMWARE CASE STUDY
INDUSTRY Medical
CORPORATE HEADQUARTERS
Frimley, Surrey
EMPLOYEES 3500+
WEBSITE
www.frimleypark.nhs.uk
OBJECTIVE
Frimley Park Hospital wanted to
be able to manage its IT from
one central location, while freeing
its up workforce to concentrate
on the development of strategic
technology deployments.
SOLUTION
The firm has virtualized all of its
A&E department desktops using
VMware View technology, creating
a secure and easy to manage
unified system, which has resulted
in time savings and a drop in
energy bills.
Frimley Park Hospital, Surrey, is a leading NHS foundation
trust serving more than 400,000 people across north-east
Hampshire, west Surrey and east Berkshire, although its
catchment for some services is much wider. In addition to the
main hospital site at Frimley, it runs outpatient and diagnostic
services from Aldershot, Farnham, Fleet and Bracknell.
VMware View proves an ideal fit
Following three consecutive years when
Frimley Park Hospital was rated by Dr
Foster Intelligence among the top 10
safest hospitals in the country, the trust
was named hospital of the year runner
up in the Dr Foster Hospital Guide 2012.
The Trust is committed to providing first-
class care for patients and has recently
redeveloped its emergency department
to include state of the art facilities.
In the Trust’s emergency department,
there are over 100 desktop computers,
which can all be used by all staff and
each has exactly the same functionality.
As NHS Hospitals are under increasing
pressure to make their funds go further
and come up with innovative ideas to
generate extra revenues, the IT team
wanted a way to cost effectively manage
these desktops from one central location.
“Our emergency department desktops
are all set up to have exactly the
same functionality, with all desktops
auto logging on they have the clinical
functionality they need. However,
when it came to software upgrades or
maintenance, each machine needed
upgrading and monitoring individually,
which was incredibly time consuming –
especially if we needed to deploy a new
brand new application or system.”
The Trust decided that a virtual desktop
infrastructure (VDI) would be the most
appropriate technology to use across
the emergency department. With VDI’s
ability to concentrate resources onto one
platform and replicate software across
an entire IT estate, Frimley’s staff could
simply access the clinical applications
required with the minimum of effort,
whilst having a consistent desktop
delivered from the datacenter.
“With VDI, we could deploy multiple
desktops in a short period of time, and
provide upgrades to existing software
centrally with the minimum of effort. We
chose VMware over Citrix as the provider
due to its licensing being attributable
to a client desktop, rather than a server
operating system.”
The deployment of the technology also
improves security on-premise as all of the
data is held within the Datacenter rather
than cached locally on end point devices.
Virtual infrastructure saves
time and money
“Using VMware we’ve managed to
change the old into new overnight and
with minimal disruption to the service
we provide our staff and, in turn, patient
care”. The move to VDI has freed up
a significant amount of the IT team’s
time, which can be used to develop
cloud services to the local area. “We can
focus on the big picture now, planning
for future deployments rather than
upgrading desktops one at a time. We
can work on a hundred computers at
once, making all the necessary upgrades
in a matter of hours”.
In the future, the team is looking to build
on its VDI use by allowing staff to connect
to the desktops from their personal
tablets – helping them to keep abreast
of information on the go. “We get a lot
of queries from the medical team about
their personal devices and whether they
could start using these on the ward soon.
This is something we’re already looking
into and are confident of deploying the
BYOD solution in the near future.
“We pride ourselves in
providing our patients with
the best possible care and so
keeping abreast of the latest
innovations and developments
is vital to our success.
When we virtualised our ED
department’s desktops we
freed up the IT team’s and
clinical staff’s time, paved the
way for major energy savings
and improved security across
the board”
Jon Petre, Infrastructure Lead, Frimley
Park Hospital
VMware, Inc. 3401 Hillview Avenue Palo Alto CA 94304 USA Tel 877-486-9273 Fax 650-427-5001 www.vmware.com
Copyright © 2012 VMware, Inc. All rights reserved. This product is protected by U.S. and international copyright and intellectual property
laws. VMware products are covered by one or more patents listed at http://www.vmware.com/go/patents. VMware is a registered
trademark or trademark of VMware, Inc. in the United States and/or other jurisdictions. All other marks and names mentioned herein
may be trademarks of their respective companies. Item No: 13Q2_Frimley Park Hospital_UK 03/12
50 Years of Growth, Innovation and Leadership
A Frost & Sullivan
White Paper
Virginia Cardin, Dr.P.H.
www.frost.com
Maximize Clinical Performance 1 Minimize Risk
…Constant Access to Patient Care Applications and
Information in a Digital World
For a long term campaign
it is important that content is
continually refreshed and updated
to drip-feed information into the
buying cycle. Case studies, white
papers, ongoing PR and expert
opinion articles provide this.
New information is broadcast
(internally and externally) through
regular scheduled email comms,
such as newsletters.
Long term opportunities are
also nurtured by telephone in
collaboration with the VMware
sales team and partners.
CAMPAIGN ELEMENTS
1. RESEARCH &
STRATEGY
2. AWARENESS/
INTEREST
3. LEAD
GENERATION
4. SALES
ENABLEMENT
5. ONGOING
NURTURING
6. OPPORTUNITY
ACCELERATION

Events, webinars, seminars and forums
provide a great opportunity to interact
with clients and prospects.
By leveraging our marketing automation
platform VMware is able to promote events,
on and offline, and our design team provides
flexible resource for any pre, on-the-day, and
post event materials required.
CAMPAIGN ELEMENTS
1. RESEARCH &
STRATEGY
2. AWARENESS/
INTEREST
3. LEAD
GENERATION
4. SALES
ENABLEMENT
5. ONGOING
NURTURING
6. OPPORTUNITY
ACCELERATION

OUR AGENCY
Martrain is an integrated multi-channel marketing agency supporting leading global Tech vendors
and their Technology, Integration and Distribution Partners. For over two decades we have worked
strategically with our clients to derive the maximum return from their marketing activities.
Martrain has a particular focus on Sales and Marketing alignment, including Sales enablement,
which we see as critical to the success of any B2B marketing initiative.
Our key clients include the likes of SAP, VMware and Mitel and we are incredibly proud
to be able to work alongside global vendors who are at the top of their respective fields.
By acting as the bridge between your marketing and sales teams, as well as feeding and managing
opportunities through your sales funnel, Martrain provides long term, sustainable value.
Hector Taylor
hector@martrain.co.uk
Francis Lloyd
francis@martrain.co.uk

VMware Healthcare Marketing Programme 2013 - 2015 Martrain Ltd

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Andere mochten auch

Andere mochten auch (16)

VMware Healthcare Marketing Programme 2013 - 2015 Martrain Ltd