Post on 07-May-2015
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Innovation LabInspiring game-changing ideas
What companies do you think of as innovative?
(no wrong answer!)
POP QUIZ
The world’s most innovative companies have one thing in common.
FacebookAmazonAppleGoogleHuaweiFirst SolarPG&ENovartisWalmartHPHuluNetflixNikeIntelSpotifyBYDCiscoIBMGEDisney
They know innovationcan come from anywhere
Not just from special people in special rooms
INNOVATIONis the laying, incubation and
hatching of that egg
INVENTIONis the laying of the egg
Innovation can’t be created by any one person or discipline
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Meet us.iQ, the digital lab of GSW Worldwide
Across GSW’s global network, hundreds of digital specialists solve client problems with imagination, insight and – ultimately – innovation. Often their ideas point not just to solutions, but to new opportunities.
THAT’S WHERE iQ COMES IN
“We're a lab where digital experimentation becomes marketing innovation.
iQ’s mission is to bring bold, break-through innovations to our clients in fast-changing areas like mobile, social and tablet computing. Through big ideas, tangible prototypes and easy-to-share concepts, we bring new kinds of competitive advantage to healthcare marketing.
We share our ideas in three ways:
New products and services
Innovation theaters
Workshops and thought leadership
Every quarter we rapid prototype some of our best new ideas into tangible examples of what could change healthcare marketing
Once an innovation is proven and piloted, we help make it turnkey so that getting started is just a phone call away
We share our perspectives on what’s next and why it matters in our blog, research and 101 technology sessions
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Why innovation mattersThe creative imperative
Why innovate?
“No matter what anybody else tells you: corporations achieve competitive advantage through acts of innovation. PETER DRUCKER
+Innovation helps us combat the four growing problems that sap the hard-won advantages we have todaySETH AND LEIGH
1. The India Problem.Or: How to compete
against a billion people
15%That’s more than the entire population of the 2nd largest economy
If just 15% of its population is talented, ambitious, college-educated
It’s larger than the working population of the world’s largest economy
If 85% of India is left behind, they will still have more talented, ambitious, upper class citizens than the U.S. has workers
2. Race to the Price Bottom.
Or: A bigger problem than India
Any task that is routine can be outsourced
and many can be automated
>
3. The Abundance Problem.
Or: Selling in an age of comfort
98% Of American households have a color television – this despite a persistent 13% - 17% poverty rate.
88%Have cell phones - each one holding more computing power than existed in the world when my grandparents were my age.
Enter: The
Number sold in the first 60 days:
Number of people who knew they were missing one 6 months ago:
2 million
zero
4. More incremental change.
Or: continuous cannibalization
“When man or nature or Gillette has not yet found a good solution to a problem, we tend to stick closely to whatever looks even marginally plausible ADAM GOPNIK
Introducing: that 5th blade you’ve always wanted(But still no whole new way to eliminate unwanted hair)
Overcoming these challenges to create growth takes artistic, cognitive skill. Bold, innovative acts. Today, value is created when we give people something they always needed, but never knew to ask for.
Segue :brand story and toolkitInnovation in practiceHow 8 companies are actively fostering innovation
At Microsoft, the gamers build the games
Blur the line between us and them1
“
• When it comes to gaming, Microsoft believes empathy = growth
• They want every employee to have a gut-level intuition for the people who buy their products
• So they hire them. Hardcore gamers developed their first console
• Those gamers successfully navigated the tradeoffs and compromises of the development process to create a system people like them would want to play
• “The big difference between Xbox and Zune was the customer target. With Zune, we didn’t know who we were building it for. With Xbox, we knew those guys. Hell, we were those guys.”— Xbox team member
Atlassian sponsors FedEx days
Make time for innovation2
• This Australian software company does something unusual once each quarter: they tell their software developers to work on anything they want, any way they want, with whomever they want
• They just have to show the results to the rest of the company at the end of 24 hours
• They call these "FedEx days," because you have to deliver something overnight
• That one day of intense creation has produced a whole array of software fixes, ideas for new products, and upgrades for existing products.
Best Buy’s biggest idea started under a desk
Empower and elevate skunk works3
• Best Buy’s Gary Koelling and Steve Bendt had a fundamentally simple idea: Use technology to enable employees to share their perspectives
• Their mission: a covert one to find out what life in the stores was really like
• The real moment of innovation:When their boss elevated their work
• What they created was the now famous: Blue Shirt Nation, an internal communications platform that generates thousands of conversations across the company
• The result, more information, more issues, more solutions, more ideas, more impact — and a corporate culture that is beginning to appreciate that buy-in brings out the best in employees
Exxon worked for 20 years on a problem an outsider cracked in 24 hours
Know when to be a solution finder4
• As information becomes richer and challenges become more discreet, no one will be able to solve every problem
• Twenty years after the Exxon Valdez oil spill, there was still a lot of oil on the ocean floor
• After decades of working on the problem, Exxon decided to look outside its walls for help. Not to another consultant or expert, but to the crowd
• Within 24 hours, an Illinois chemist from the concrete industry realized he knew the answer. He faxed in the answer and a day later was talking with the people who – with him – could restore the ocean floor
Red Gate Software found that the hardest part is the ask
Challenge the orthodoxy5
• You don’t know until you ask
• Redgate’s sales team was compensated on a typical commission structure
• It wasn’t working for anyone – sales people gamed it; execs micromanaged it
• One of the founders had the radical idea of getting rid of it and just paying people a fair wage
• Each sales leader liked it, but said the others wouldn’t go for it
• In the end – everyone wanted the same thing, but no one wanted to be the one to ask
• Sales, collaboration and morale have all gone up since the change
Bayer figured out what was in hand and used it
Apply the three-minute rule6
• What is your customer doing three minutes immediately before and three minutes after he uses your product or service
• The idea for Didget came from a parent (Paul Wessel) of a child with diabetes
• Paul’s son was constantly losing his blood glucose meter, he could always find his Game Boy
• That insight led him to create a device that would help his son manage his diabetes
• A first-of-its-kind blood glucose meter that connects directly to Nintendo DS™ gaming systems to help kids manage their diabetes by rewarding them for consistent testing habits
Memorial Sloan Kettering found answers in what people said to each other
Don’t ask, listen7
• When Ellen Sonet, VP of marketing at Sloan-Kettering, was faced with the challenge of how to market the new cancer center, she turned to the people
• Through a partnership with National Comprehensive Cancer Network (NCCN) she was able to host a private community on Communispace
• There, they listened while the members talked about how they made their decisions about where to receive care
• The answers changed their marketing. From patient-focused to primary-care physician focused. From print to search-rich online.
• They also made marketing a go-to resource to execs and docs alike
RockYourRefund doesn’t rock the bottom line
Embrace failure8
• TurboTax needed to attract more young users
• Its ill-fated RockYourRefund campaign tried to combine tax-filing drudgery with hip-hop style
• Learnings from the flop entirely changed the way Intiut markets to 20-somethings
•The case was profiled in one of their "When Learning Hurts” sessions and received an award from the CEO for being a learn-worthy flop
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Innovation Case StudiesPracticing what we preach
WHERE WE LOOK
Innovation happens at the intersection of insight and invention
CONSUMERCULTURECATEGORYCOMPANY
DESIGNERS STRATEGISTS PLANNERSENGINEERS
WE START WITH
A multidisciplinary team of collaborators
Dedicated lab resources with healthcare experience and technology know how:
WE ASK OURSELVES
What new kinds of opportunities can technology create for healthcare marketing?
EXPLORE
New technologies and trends
We follow a repeatable process in search of new kinds of competitive advantage:
CONCEPT
Prototype new products and services
CHALLENGE
How every concept works and adds value
SHARE
The best ideas with our peers and clients
What makes all the difference?
STIMULUS(It turns a brainstorm into a strategy session)
What makes all the difference?
STIMULUS
SPECIFIC PROBLEMNEW EXPERIENCE
UNAPPLIED TOOL OR IDEACUSTOMER PERSPECTIVE
GREAT EXAMPLEOUT-OF-CATEGORY TOOLS
COMPETITIVE CHANGE
1 Start with the ideal solution(and don’t back down)
STIMULUS
TOO MUCH INNOVATING
Since they started carrying tablets, every product brand had developed great new applications and tools for them Unfortunately, those cool tools also created some challenges: •Fall-flat experiences•Competing platforms•Slow, impersonal presentations
Bottom line: they couldn’t run their sales calls effectively
Thousands of sales reps at a global pharma company had the shared the same problem:
So we asked:
Shouldn’t it all work on one seamless system?
turning content into conversation
It’s harder than ever for sales reps to connect with prescribers
AccessMonitor™, a report from global consulting firm ZS Associates, 5/2010
REP-ACCESSIBLE DOCS
20%REP-INACCESSIBLE DOCS
50%
Last year, the number of docs who would see most reps dropped significantly and the number who refused to see most reps increased by half. That means 8 million planned sales calls were nearly impossible to complete.
TOO MUCH INNOVATING
Since they started carrying tablets, every product brand had developed great new applications and tools for them Unfortunately, those cool tools and platforms also created some challenges:
• Fall-flat experiences• Competing platforms• Slow, impersonal presentations• Costly investment
Bottom line: they couldn’t run their sales calls effectively
Thousands of sales reps at a global pharma company had the shared the same problem:
• Cumbersome Implementation• Proprietary technologies • inflexible formats
One reason: physicians don’t get the value they want out of most sales calls
Impersonal, irrelevant presentations
Inflexible, slow moving systems and tools
Unresponsive, locked down storytelling
Segue is a simple, effective content delivery system that
INTO
powerful, personal conversations
TURNS
secure brand content
That’s where comes in
WHAT IT DELIVERSMore relevant sales calls
Customize every call with
pre-planning tools
Open, adaptable design
Better brand management=
WHAT IT DELIVERSSecure, effective brand management
It’s designed to protect your brand and your team.
Your brand story will be delivered in tools that are relevant to how HCPs work today, but every presentation has assured compliance – with both required messaging and linked content built in.
Segue features an open, adaptable design that uses your rules-based communication framework to seamlessly deliver content to laptops, tablets, and mobile devices – like smart phones.
Fast-start system
Business results=WHAT IT DELIVERS
Compelling, immediate ROI
Segue is less expensive than other tablet-friendly content delivery systems. Add those savings to its quick rollout and you’ll start seeing results immediately.
Segue’s optional metrics also give you new kinds of insight into how your story is really told on the front lines.
Because Segue is small and self-contained, it can be up and running almost immediately, without time-consuming integrations.
Its intuitive interface and self-guided training help your salesforce feel confident onday one.
WHAT IT DELIVERS
Compelling, immediate ROI
See what happened with
optional analytics
2 Borrow generouslyThink about what you have now that could be used in new and unexpected ways
STIMULUS
After a doctor diagnoses someone with cancer, the nurses step in to help that person figure out what to do next. •They copy articles•Pull patient education materials•Print out treatment plans•Etc.
From paper files and ad hoc tools nurses cobble together the plan that will let you
be a powerful advocate for your own care.
So we asked:
What if nurses could easily assemble personal
care plans for each patient – digitally?
patient care, simply shared.
Fluent is a web-based tool that lets treatment teams easily create a comprehensive, personal action plan for each patient
Introducing:
DEEP CLINICAL EXPERTISErecommendations & answers
VAST TREATMENTINFORMATION
literature & tools
How it works:
BRAND MGRS CREATE A SECURE LIBRARY
PATIENT EDUCATION
DISEASE STATE
OTHER RESOURCESTREATMENT TEAMS INSTANTLY REGISTER AND LOGIN
THEY BUILD CUSTOM PLANS WITH DRAG-AND-DROP TOOLS
CREATE EDIT FIND
DELIVER THEM TO PATIENTS
Recommend friendsRecommend content
AND ADD IDEAS
What it delivers
1 Enhanced care planning•Customized to each patient•Comprehensive in one document•Convenient to create
FLUENT OFFERS TREATMENT TEAMS THREE PRIMARY BENEFITS:
2 Increased patient confidence•Know what to do•Understand why it matters•See how to get started
3 Added value for the practice brand•Innovative communications•Branded patient experience•Relationship-building tool
3 Understand how your audience’s life has changed(And, meet them where they are)
STIMULUS
CHANGE OUR PERSPECTIVE
All we saw were closed doorsBut they were looking at little screens
72% of physicians use smart phones
So we asked:
What if a sales rep’s business card was a portal to his on-demand office?
4 Define the real problem(strip out all the noise)
STIMULUS
It turns out we rarely live up to the promises we
make in the doctors office
Physicians and patients have been battling over adherence for years
Sometimes we choose to stop taking a Rx, but often we just forget to refill it
So we asked:
What if you could be reminded to refill when it was actually convenient?
5 Apply an unapplied technologyWhat old problems can be fixed with new stuff?
STIMULUS
iPads were instantly filled with great consumer tools that made so many things easier or more fun
It’s a powerful technology, but one relatively unapplied in healthcare
We looked for problems the iPad could solve.
LIKE THIS ONE:
To create the best care plan, physicians need to understand that daily journey – both how the patient feels and what she’s doing for daily pain management
But chronic disease and pain are a daily occurrence for many.
OFFICE VISITS ARE INFREQUENT
So we asked:
How could a patient with limited mobility easily
give her treatment team a fuller view?
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Innovation in actionWorkshopping a big idea
Let’s apply some innovation thinking
5 teams + 25 minutes
OUR CHALLENGE
Start by introducing yourself
Your role: Job titleYour role in innovation: Passion
THEN, AS A TEAM:
Find a new insight (C/C/C/C)Name the ideal solution (pie in the sky!)Determine what we can learn from what hasn’t worked
Choose a process to brainstorm against
PICK A PROBLEM TO TACKLE
What can we learn from what didn’t work?
use the innovation table topics cards to get brainstorming
See what we’re up to>>
Our blog: WhatsYourDigitaliQ.com
Our presentations: Slideshare.net/iqLabYouTube.com/GSWiQlab
Our tweets: Twitter.com/iqLab
Segue :brand story and toolkitSeth QuillinSVP, innovationssquillin@iq-w.com614.778.8203@squillin
Leigh HouseholderStrategistLeigh.householder@iq-w.com614.218.9549@leighhouse