GE Healthcare CMO: Insights on Global Marketing 2015

CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au

MARKETING IN 2015 GLOBAL PERSPECTIVES FROM GE HEALTHCARE

A King Content Q&A with

CMO Georgia Hinton


As CMO of a major multinational, Georgia Hinton has to strike a balance between

focusing on the big picture and the everyday details.

We sat down with Georgia to talk about brand consistency, localised

marketing and how to stay relevant in the digital age.


Q. IS IT STILL IMPORTANT TO CUSTOMISE MARKETING STRATEGIES FOR DIFFERENT GEOGRAPHIC MARKETS, OR SHOULD WE CREATE STANDARDISED STRATEGIES FOR AN AUDIENCE OF GLOBAL CITIZENS?

GH: THE KEY IS HAVING A DEEP UNDERSTANDING OF YOUR CUSTOMERS You need to be able to adapt and localise a broad global marketing approach based on their unique needs and challenges.

FOR SOME OF OUR BUSINESS UNITS, LOCALISATION IS CRITICAL – NOT ALL CUSTOMERS BEHAVE THE

SAME AROUND THE WORLD.


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Q. WHAT IS THE KEY TO MAINTAINING BRAND CONSISTENCY ACROSS YOUR DIVERSE CAMPAIGNS?

GH:

Our messages must consistently reflect that global promise we’ve made to our customers, regardless of what we’re saying or who we’re speaking to.


OUR BRAND IS POTENTIALLY OUR MOST VALUABLE ASSET.

IT COMMUNICATES OUR CHARACTER AND ALLOWS US TO BUILD RELATIONSHIPS

WITH OUR CUSTOMERS.

The focus of the brand is on solving the world’s toughest problems by building and inventing

things that matter.


Q. CONSIDERING THE VOLUME OF INFORMATION THAT IS NOW AVAILABLE TO CUSTOMERS, HOW CAN YOU MAKE YOUR SURE MARKETING COMMUNICATIONS STAND OUT AND REMAIN VALUABLE?

GH:


TO CUT THROUGH THE NOISE YOU NEED TO:

1 UNDERSTAND YOUR CUSTOMERS’ NEEDS AND CHALLENGES

This will enable you to tailor strong, consistent messages and value propositions.

2 STAY ON TOP OF CHANGES IN THE MARKET

With increased choice in the market, people’s expectations increase too. If you want to stay relevant, you need to be able to adapt to consistently meet these growing expectations.

3 STAY CLOSE TO YOUR CUSTOMERS THROUGHOUT THE LIFECYCLE

Communicate with your customers - not just episodically. You need to understand how their requirements are develop over time, and be in the right place at the right moment to provide a solution.

Q. THE WAY IN WHICH CUSTOMERS INTERACT WITH BRANDS HAS DEVELOPED SIGNIFICANTLY OVER THE PAST FIVE YEARS. ARE THESE CHANGES AN OPPORTUNITY OR A CHALLENGE?


GH:


While we can now communicate with a broader audience using a number of different channels, the level of personalisation and engagement achieved by the local butcher of the past is what our customers continue to demand and what brands continue to aspire to today.

PEOPLE TEND TO OVERSTATE THE EXTENT TO WHICH THINGS HAVE CHANGED. SURE, WE CAN

ACCESS MORE INFORMATION, FASTER THAN EVER BEFORE, BUT THE FUNDAMENTAL

ELEMENTS OF WHAT THE CUSTOMER EXPECTS ARE LARGELY WHAT THEY HAVE ALWAYS BEEN.

Within healthcare, we see our role as providing solutions that extend beyond the product. The opportunity lies in delivering frequent, personalised and targeted messages to customers, which move beyond episodic or event-driven communications.

GE Healthcare CMO: Insights on Global Marketing 2015

Marketing

Transcript of GE Healthcare CMO: Insights on Global Marketing 2015