© Loooped!

Marketing Operations ChallengesCreating Value in HealthcareAndy HayleyMarch 2016

According to the “Predicting Routes to Revenue” study from the CMO Council, only 5% of marketers say they have mastered the ability to adapt and predict the customer journey; and what actions will derive maximum value.!Only 16% of marketers saying they feel that their organisations are delivering customer experiences that truly fulfil their brand promises, while two-thirds (66%) say their efforts in this area are hit or miss, and 14% say they are completely missing the mark.!Customer experience is predicted to be the single largest brand differentiator by 2020 and yet within this environment, the process of marketing operations is subject to the effects of siloed work streams, like any other operation. In today’s environment the need for cohesive process, cost efficiency and integration means minimising any likelihood of compounding accumulating assumption is essential.!This means, over 80% of marketing teams do not believe they are connecting with true customer insight within their value propositions we propose a way to address that gap.!

An opening thought

The solution

The holy grail is to join up the dots. Those companies that don’t, don’t necessarily fail, they get the success that the market place dictates they should. Those that do over-index.!Forward thinking companies are moving away from sales and marketing planning cycles to integrated business planning processes.!But, the key to success is not in identifying the need for this evolution but how to achieve that across internal departments and external partners.!

Integrated planning & engagement

IntegratedMarketing

Consumer

Customer Facing

Customer

Employee

EducationAccess

PR

What goes wrong?

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Marketing Implementation

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Market FactorsInputs Marketing Strategy

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Marketing Strategy

It is common practice to go into tactical execution following the construction of a marketing plan. A lack of overlap or incomplete or assumptive hand-over within the process can lead to the strategy being sub-optimal as a result. In addition, if there is a lack of a common thread within that activity it will result in dilution or fragmentation of marketing effort, and a loss of a cohesive customer experience.!!!!!

What’s the vision?

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Market FactorsInputs Marketing StrategyMarketing Strategy

Marketing Implementation

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Integration model

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Market FactorsInputs Marketing StrategyMarketing Strategy

Marketing Implementation

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Drive excellence in implementation with insight lead engagement across multi-channel and integrate sales driven and marketing driven activity!

Upstream identification of a unifying reason why (not just what and how) we are different is the most effective way of ensuring downstream alignment of idea!and messaging.!

Real time, real world quantification of observed rather than reported behaviour is essential in assessing the degree of alignment with current/proposed activity and rationale!

Overlap between disciplines (in-house or outsourced) is vital. No one has expertise across the business planning function and a collaborative mind set is paramount. The quality and precision of the output along the process dictates the quality of outcome.!

Diagnositic Engagement Capability

Achieving integration

The discipline of DISCOVERY helps drive market analytics and knowledge into true customer insight. Insight is vital in order to understand why the chain of events, and moments of interaction exist within the customer experience journey.!

The definition of PURPOSE helps overcome the market conventions that hold the business back and identify the opportunity to out grow the market.!

Inputs

Marketfactors

Strategy

Impact

Insight

Opportunities

Idea

Implementation

To succeed strategy has to have real potential for ENGAGEMENT within an idea. Whether the idea is new service design, new technology, revised communications, or a new commercial innovation.!

Managing the process of change in the DELIVERY phase of implementation requires a belief by all stakeholders on the principles defined at the purpose!

About Loooped

What if…across all the areas of disease focus, you could become the most joined up, integrated solution provider. Your customer groups would know you for aligning with their health service environment and providing bold strategies and activities that ultimately lead to lasting change for all of us. Your own people would have clarity on the role they and their product brands play in the world. Patients could truly benefit from therapy made available by having as accelerated and wide access as possible. We would like to help bring that about too.!Loooped was born out of a desire to work alongside the pharmaceutical industry in a post-digital age where the channel of engagement often comes first. This is in contrast to how we think which is, people first then channel. We promise we can get under the skin of your customer groups.!We are driven by a purpose to create lasting change for the industry and the way their customers experience them.!

A closing thought

© Loooped!

Marketing Operations ChallengesCreating Value in Healthcareandy.hayley@loooped.comMarch 2016