eHealth 2011 - Ronald Pastor - Glaxo Smith Kline
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Transcript of eHealth 2011 - Ronald Pastor - Glaxo Smith Kline
The value of brands
in the digital world
E-health symposium 2011 Ronald Pastor GSKBy Brian Solis
History marketing/branding and the learning's for e-health
1956
1956-2000 Kotler Marketing/branding
2000-2010Jan Rijkenberg
Simple Marketing System 1956
any color is possible as long as it's black
What is marketing? After 1956
"Marketing is a dialogue over time with specific groups of customers whose needs you understand in depth and for whom you develop an offer with
a different advantage over the offer of your competitors."
What’s the brand?
Every little helps
Te apetece un dia redondo
Sterk spul he!
Alleen voor beschuit kom ik eruit
Het beste onder de zon
Por que tu lo vales
Busque, compare y si encuentra algo mejor comprelo
Vorsprung durch technik
Reassuringly expensive
Don’t leave home without it
Think different
We try harder
Takes a licking and keeps on ticking
Because I’m worth it
(Parce que je le vaut bien)
駆けぬける歓び
Weil Sie es sich wert sind.
…macht Kinder froh und Erwachsne ebenso
…macht mobil, bei Arbeit, Sport und Spiel!
Smelt in de mond, niet in de hand
(Melts in your mouth, not in your hands)
It’s all about perceptions…
"A brand is a collection of perceptions in the mind of the consumer."
Marketing is choosing between alternative segments
“Strategy is making trade-offs in competing. The essence of strategy is choosing what
not to do” (M. Porter)
?
Strategic marketing STP how does it work
Segmentation
Targeting
Positioning
Splitting the market into groups with similar needsand behavioral / motivational characteristics
Evaluating the attractiveness of the segments and selecting the segment(s)
Establishing the company’s offering and image in the mind of the target segment members
Segmentation & Targeting
Segmentation:
splitting customers into different groups so that customers with similar
characteristics have similar needs
Targeting:
evaluation of the attractiveness of the
different segments and selecting the segment to
cultivate
#1 #2
PositioningThe mental space that your brand owns in the customer’s mind
In building positioning, we seek to fulfill a higher-order benefit
Branding is the collection of elements that establish identity and meaning, win hearts and enhance value
Images, style, tone, vocabulary, values, associations…
Positioning vs. Branding
“A product is something made in a factory; a brand is something that is bought by a customer. A product is copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless.”*
As with messages, branding helps implement the positioning
*Stephen King, WPP Group, London
Brand Essence - what is the first spontaneous association that should come into a customer’s mind when they hear the brand name?
• “The ‘heart and soul’ of the brand”– The emotional benefit territory
felt as a result of delivery of the rational benefit
– The unchanging critical element of the brand’s identity
– The anchor of the brand over time
– One idea: single-minded
E.g. Disney – Magic,Volvo - Safety
Benefits of a Brand Essence1. Gives consistency and recognition
Over the long term Across activities / executions
Example: Volvo - Safety
Brand Essence Brand progression over time to concepting….
Italian style and luxury
Magic
Challenger “David vs Goliath”
Spirit of Freedom
Rugged masculinity
Innovative design
Gucci Saddle 1906
Disney Mickey Mouse
Virgin Atlantic
Harley Davidson Motorbikes
Marlboro clothing
Swatch Watch
Gucci Duffle Bag 1925
Disney Animation
Virgin Trains
Harley Davidson Cafés
Marlboro holidays
Swatch Car?
Virgin Bank Virgin Cosmetics Virgin Vodka
Marlboro cigarettes
Virgin Records
Harley Davidson clothing
Harley Davidson fragrance
Disney films/ publishing Disney retail Disney
DisneyworldDisney Epcot Centre
Gucci Loafers 1925
Gucci Wallet 1937
Gucci Clothing 1964
Gucci Homewear 1988
Swatch Phones
Brand essence allows to maintain consistency and recognition for the brand…
Brand Building to conceptingBrand Building to concepting
amsterdam– Thuiszorg Groningen kan beter tachtigduizend euro investeren in ’troetelminuten’ dan in voetbalclub FC Groningen. Dat vindt raadslid Thijs van Kleef van Gemeentebelangen Eemsmond.... VK
Sterk zorgmerk succesfactor voor zorgaanbieders! WhitePaperDe kernvraag van iedere merkstrategie is natuurlijk in hoeverre het gewensteimago (identiteit en positionering) daadwerkelijk overeenkomt met het gepercipieerde imago van de consument of afnemer.
We exeggerated branding Branding -- as a separate marketing activity -- is either a waste money (e.g. Xerox redesigning its logo) or an excuse for marketing groups to take credit for the work of other groups. Making a perfect beer.
Back to the basics,Or the next business model
History of marketing/branding or history of the business model
1956
1956-2000 Kotler Marketing/branding
2000-2010Jan Rijkenberg
Product organization
• Focus on (internal) business-process• Use of traditional marketing (4 p’s) and (mass media)
communication.• No direct contact with customer
Customer-oriented organization
• Separated front-office and back-office• Marketing en communication as integrated process• Direct contact with customer and use of customer-
database (knowledge on customers)
Network organization
• Focus on core business• Partnerships with supplier• Direct en automatized contact with customer and supplier
• Fully automatized business-process around the front-office.
Virtual organization
Beeckestijn Business school
The place of Marketing in the new organization
Productorganization
Costumer-orientedorganization
Networkorganization
Virtual organization
back
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gSend Interactive Dialogue
Classic organisation is decreasing
To a greater extend interaction with surroundings
“Classic” marketing 4P’s
4Ps
Value Creator Customer
Product
Place
Price
Promotion
No feedback and interaction. Lack of knowledge market and customer is high risk,
Marketing P’s included in dialogueInvolve customer in dialogue, create value and reduce risk
Value Innovator Customer
Product
Brand
Promotion
Flexible pricing
Product
Place
Price
Promotion
Shift in trust
Value Innovator Customer
Product
Brand
Promotion
Flexible pricing
Customer has confidence in consumer rather than in businesses.90% relied on a recommendation from someone they know.70% trust online reviews from customers
We must adapt to the new model the biggest driver is technology
Wordof
Mouth
CUSTOMER
Traditional Push model
MESSAGE
CUSTOMER
CHANNEL
Customer driven model
Future of marketing/brands
1956
1956-2000 Kotler Marketing/branding
2000-2010Jan Rijkenberg 3.0
Co-creationThe new way to create products and experiences.
Shift in marketing and the new brands
Marketing as a discipline
marketing concept now
marketing concept of the future
Product management
Customer management
Brand management
4P’sProduct, price, place,
promotion
STPSegmentation, targeting,
positioning
Brand building
Co-creation
communities will form
character building
Philip Kotler & Hermawan Kartajaya & Iwan Setlawan
C0-creation will build your brand, product and business
Co-creation
communities will form
character building
Cooperation of consumer, business partners, suppliers, channel all adding value
Tribalism = consumers feel connected with Consumer and work with you to develop your brand
Character is an authentic and recognizable brand DNA in social networks. Companies need to be "real", consumers immediately recognize fake
Example of Co-creation in the health care Every patient his own hospital
Jan Kremer/Bas Bloem Radboud Nijmegen
Health Effects 2.0 ?
• Organizations: from physical organizations to care networks• Patients: from passive object to active subject• Doctors: from all knowing paternalist to coach• Tasks: from doctors to other professionals• Innovations: from sustaining to disruptive innovation• Financial: from cost to the creation of value• Hierarchy: from boss to catalyst• Relationships: from competition to cooperation• Supervision: from control to trust• Control: from makeable to organic
Possible business modelsWho pays the creation of value?• Caregivers: pay for education, community building and other
services• Insurers: Encourage participation by caregivers using dual
pricing• Insurers: Pay for participation of citizens through a new
healthcare performance scheme• Patients: pay direct for community education or other services
Jan Kremer Radboud/Clayton Christensen Innovators Prescription
Healthgsk.nl
Clinical Trial app
Social Technologies
CommunicationSocial Networking
Knowledge transferSocial Media
Reputation valueSocial Relevancy
Operational valueCRM - Social enabled tasks - Recruiting