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- 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. 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. 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. Ready for Real Business ™ Page 4
- 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. Interact and explore Real Business Live Please visit: http://www.realbusiness.com/#/ready-for-business Page 7
- 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. 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. 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. Xerox in health care – early 2011 • Low awareness and consideration in healthcare • Lacked consistent, relevant message • Limited integration and leverage Page 11
- 12. “Freedom to Care” Page 12
- 13. Foundational elements Awareness research, interviews, summarized findings Integrated message map Overview materials Pro forma marcom plan Page 13
- 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. TEDMED media coverage Page 15
- 16. Paid and earned social media around TEDMED Page 16
- 17. Primary business line program elements Page 17
- 18. Example LOB awareness and demand generation Page 18
- 19. “Freedom to Care” in action – MESC 2012 Page 19
- 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. 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. Q&A Thank you! laura.ramos@xerox.com Twitter: @lauraramos www.b2bmarketingpost.com Page 22
Hinweis der Redaktion
- 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)