Critical Market Research Before You Launch a … · Critical Market Research Before ... Mayo...

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Critical Market Research *Before*You Launch a New Demand

Generation Campaign

Scott Gillum, Senior Vice PresidentMarketBridgeBappa Choudhury, Vice PresidentSiemens Medical Solutions Inc.Monday, October 29, 2007


2

Products

Siemens Medical Solutions

AngiographyComputedTomography

Magnetic Resonance

NuclearMedicine Ultrasound

OncologyCareSystems

AudiologyTechnology

Solutions

OncologySolutions

Cardiology Solutions

RadiologySolutions

Women’sHealthSolutions

Digital HospitalSolutions

Services

PictureArchiving &Communication

CustomerService

Clinical andAdministrativeSoftware

ManagedHealthcareServices


3The First Human X-ray


4


5

CT started off as a HEAD SCANNER...

First Clinical EMI CT Scanner, Mayo Clinic Rochester, USA


6

The Evolution of CT in 30 years

1974 2007


7

SOMATOMDefinitionWorld’s first DSCT

HR independenttemp Res. 83 msecSpatial Res. < 0.4 mm7 sec for 147 mmRotation 0.33 secHR 85-93 bpm

Courtesy of University of Erlangen / Erlangen, Germany


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9

The Situation

CT

Buyers

Emerging Cardiologist

Radiologist

C-LevelSiemens Rep

Account


10

Our Market

ALL FACILITIES

OutpatientSurgery

4,096

Integrated Delivery Networks (IDNs) 582


11

The Symptom – The “Black Hole”

Key Issues

Close

Propose

Lead

Awareness

TraditionalSales

Focus

TraditionalMarketing

Focus

The

“Black Hole”Action

Interest

Consideration

Data Forecast Purchase Decisions forthe coming year

Matching the # Opportunities with the# in Siebel

The total is then given a % MarketVisibility Score

The US was at about 60%, Europewas at 90%

Sales said they needed more $ to fixit, Marketing said they needed more $

The Product Group Needed anAnswer!!!!

Marketing and Sales"Funnel"


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The Diagnosis - Sales & Marketing Scorecard

Key Funnel PerformanceMetrics

Key Coverage Metrics

Marketing Coverage Index - Emerging 2

Sales Satisfaction 4

Marketing Coverage Index - Traditional 1

% Covered by Sales Rep 3

Win Rate(among RFPs)

% Requesting Proposal

% Considering Vendor

% Aware of Offering (unaided)

Siemens AccountTypes

Siemens vs.Competitors

CompanyA

CompanyB

CompanyC

Siemens SiemensAcct

CompetitiveAcct

Small/MediumHospitals

Non-Hospitals


13

CT Sales & Marketing Scorecard: Company TrailedCompetitors in Sales Reach and Consideration

Key CoverageMetrics





Account TypesCompany vs. CompetitorsComp

AComp

BComp

CClient

(n=99)

17%23%30%16%

31%48%57%31%

40%64%75%48%

46%54%59%48%

Siemens Non

12%31%

26%62%

41%89%

44%60%

SmallAccts

MedAccts

11%*18%

36%*34%

46%*51%

39%*51%


14

CT Sales & Marketing Scorecard: Company TrailedCompetitors in Sales Reach and Consideration

Key FunnelPerformance Metrics





33%57%86%46%

32%54%82%36%

31%35%59%31%

39%84%

28%91%

0%*83%

38%*54%

38%*39%

16%*33%

Account TypesCompany vs. Competitors

Comp A

Comp B

Comp C

Client(n=99)

40%64%75%58%

Siemens Non

41%89%

SmallAccts

MedAccts

46%*51%


15

Company Lagged Competitors in Usage InteractiveMarketing and Web

% Customers Utilizing Source forVendor Information in Past Year

)

Competitive Average

Client -BIC"Gap"1

65% -9%

62% -16%

59% -15%

16% -31%

CriticalGap

0% 20% 40% 60%

Advertisingtelevision, print, radio

Trade Journals / Articles

In-Person Eventsconferences,

seminars, meetings

TraditionalDirect Marketing

newsletters, brochures

Online Eventsconferences,

seminars, meetingsElectronic

Direct Marketinge-Newsletters, e-Brochures

Web Sitescompany / sponsored

third-party sites

TRA

DIT

ION

AL

EMER

GIN

G

43% -33%

25% -21%

25% -49%

Sales Rep/Team 71% -11%


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0%

20%

40%

60%

80%

0%

20%

40%

60%

80%

Key Consideration Factors Are Twice as Likely to beDriven by Product Offerings than by Sales Reps

First Choice Second Choice

% Top-Two Consideration Factors) Medium Accounts

Small Accounts

21%15%

35%

24%

4%

27%32%

10%

18%

11%

0%

20%

40%

60%

Service Price Products Brand Sales

Team

40% 42% 61% 38% 18%

44% 48% 37% 48% 22%


17

Customers Rank the Company Below Key Competitors inAbility to Provide Information on Business Applications

92%

77%83%

78%

0%

20%

40%

60%

80%

100%

Ability to Provide -- % "Excellent" or "Good" Responses 1

Product Information

90%86%

69%65%

0%

20%

40%

60%

80%

100%

FinancialInformation

80% 79%

56%65%

0%

20%

40%

60%

80%

100%

53%

36% 34% 37%

0%

20%

40%

60%

80%

100%

Service InformationApplication Information

Company ACompany B

ClientCompany C


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Recommendations

Remix MarketingSpend and Mix

1 2Shift & EnhanceCoverage Model

MediumHospitals

SmallHospitals

Non-Hospitals

Focus FieldSales Activitieson MediumHospitals

Add a Dedicated SmallHospital Sales Force


A Cool $100 Million


20

-4%

+15%

+16%

+10%

Siemens Shifted Marketing Spend Toward MoreEffective Emerging Tactics

23%

27%

38%

7%

41%

43%

42%

71%

16%

26%

28%

8%

34%

33%

39%

52%

14%

25%

35%

8%

40%

42%

45%

61%

25%

25%

43%

13%

45%

47%

51%

68%

Advertisingtelevision, print, radio

MedicalJournals / Articles

In-Person Eventsconferences,

seminars, meetings

TraditionalDirect Marketing

newsletters, brochures

ElectronicDirect Marketing

e-Newsletters, e-Brochures

Web Sitescompany / sponsored

third-party sites

TRA

DIT

ION

AL

EMER

GIN

G

Sales Rep/Team

% Customers Utilizing Source for Vendor Information in Past Year

0% 20% 60%

Online Eventsconferences,

seminars, meetings

40%

2003

Siemens’Change

-20%

-8%

-13%

+11%

2006

13%

11%

23%

11%

54%

51%

62%

60%

15%

15%

20%

11%

49%

56%

52%

63%

15%

20%

33%

12%

64%

63%

61%

70%

18%

27%

46%

17%

67%

64%

74%

75%Predictionwere rightCustomers

shiftedbehavior tonew onlinechannels

NewInvestments

were paying off


21

Results at the Expense of Major Competitors

Key Coverage Metrics









Siemens Account TypesSiemens vs. Competitors

A(n=132)

B(n=132)

C(n=132)

Siemens(n=132)

+5%--%+2%+17%

+3%-19%-19%+16%

+3%-10%-15%+22%

-18%-22%-26%+8%

+19%+18%+31%+40%

-10%-12%- 5%+26%

-10%-11%- 5%+23%

+1%+4%-16%+25%

Siemens Competitive

+7%-2%

+8%+15%

+14%-18%

+9%-15%

+30%+39%

+15%+11%

+17%-4%

+17%+25%

Sm/MedHospitals

Non

+24%+13%

+19%+11%

+7%+25%

+25%+5%

+48%+41%

+23%+22%

+49%+26%

+31%+23%

Key Funnel Metrics

Improvements were seen all over the board except…


22

Except One Competitor Was Making Gains





Key Funnel Metrics

Siemens AccountTypes

Siemens vs. Competitors

A B CSiemens

+5%--%+2%+17%

+3%-19%-19%+16%

+3%-10%-15%+22%

-18%-22%-26%+8%

+19%+18%+31%+40%

-10%-12%- 5%+26%

-10%-11%- 5%+23%

+1%+4%-16%+25%

Siemens Competitive

+7%-2%

+8%+15%

+14%-18%

+9%-15%

+30%+39%

+15%+11%

+17%-4%

+17%+25%• Competitor C had held its ground and wasmaking inroads in Siemens Accounts

• Siemens performance had declined inexisting accounts specially in those accountsthat were price sensitive


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A Significant Shift In Key Consideration Drivers HasOccurredService & Price are the Dominant Consideration Drivers in 2006


% Top-Two Consideration Factors (n=99)

21%15%

35%

24%

4%

27%32%

10%

18%

11%

0%

20%

40%

60%


Team

48% 47% 45% 42% 15%


% Top-Two Consideration Factors (n=132)

36%

21%14%

20%

3%

24%

33%

10%

16%

16%

-5%

15%

35%

55%

75%


Team

60% 55% 24% 36% 19%

2003 2006


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Competition



26

Credits/Thank you

Scott Gillum, MarketBridge301-961-4939

[email protected] in 1992, MarketBridge is a leading

professional services firm focused solely

on Go-to-Market strategy and marketing and

Sales effectiveness.

Bappa Choudhury, Siemens Medical Solutions Inc.610-448-1700

[email protected]

Critical Market Research Before You Launch a … · Critical Market Research Before ... Mayo...

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Transcript of Critical Market Research Before You Launch a … · Critical Market Research Before ... Mayo...

Critical Market Research *Before* You Launch a … · Critical Market Research *Before* ... Mayo...

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Transcript of Critical Market Research *Before* You Launch a … · Critical Market Research *Before* ... Mayo...

Critical Market Research Before You Launch a … · Critical Market Research Before ... Mayo...

Transcript of Critical Market Research Before You Launch a … · Critical Market Research Before ... Mayo...