Unleashing MarCom's Role In Strategy1_15_14

PRESENTATION TO THE AMERICAN MARKETING ASSOCIATION

CHICAGO CHAPTER

Credibility, Visibility and AccountabilityUnleashing MarCom’s Role in Strategy


A SEAT AT THE TABLE


Seamless and Relevant Customer Experiences

“The ability to restructure the organization and work horizontally to deliver seamless and relevant customer experiences across all touch points all day, every day, will be essential to business survival.”


What CMOs Are Seeing and Saying

• Fundamentally change the marketing operating model• Mend the seams that reveal ourselves as customers move among touch points• Build new skills internally• Create consistent, multichannel experiences that meet customers’ needs, expectations

and demands for relevance• Drive digital orientation throughout the enterprise• Create a digital DNA of customers across the organization

*2012 Accenture CMO insights survey of >400 senior marketers from 10 countries

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ECM Mission

To engage more people, more often in helping the AMA improve the

health of the nation.

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Chief Communications Officers: First 100 Days, Weber Shandwick


and think low and think high. Oh, the thinks you can think up if only you try.”

– Dr. Seuss

“Think left and think right


Creative IdeationBrand Leadership

Creators

Facilitators

Board and ExecutiveRepresentation

Resource Leadership

Insight AnalyticsKnowledge Leadership

Researchers

Catalysts

Strategic AlignmentProject Leadership

Influencers

Audience DeliveryContent Leadership

ECM serves as the Hub that projects One AMA


CHANGE


AMA Legacy

• Founded in 1847,the AMA is an iconic 167-year-old organization recognized throughout the world and proud of its roots in the world-class city of Chicago

• The largest professional physician organization in the world, bringing together physicians from all corners of the nation to chart medicine’s future course

• Built on the foundation of a robust House of Delegates representing physicians from every State & medical society and a solid base of 225,000 physician members

• No other physician group has more resources, expertise and opportunity to improve the future of health care in the nation than the American Medical Association


AMA Focus

• Three ambitious endeavors designed to improve the health of the nation and create a better health care system:– Improved outcomes for patients leading to a reduction in health care costs– Physicians working in a sustainable, professionally satisfying environment,

that they themselves help to create– A new generation of medical students, trained to transition seamlessly into

21st century medicine


A solid legacy and ambitious new endeavors provide the AMA a “Janus*” moment to:

• Clearly define the AMA in a transformative, master narrative that:– Leverages legacy and invokes an arc of

future leadership– Embodies the new strategic direction and

AMA Equation– Reconnects and resonates with

stakeholders through relevance and emotion

*In ancient Roman religion & mythology, Janus is the god of beginnings and transitions. He looks to the future and the past


Master Narrative Inputs

• Gain insights to:– Capture themes– Identify conflicts– Determine gaps– Validate messaging

AMA Organization

Physicians

Review Panels

Senior Leadership/Management

Partners &Collaborators

OpinionLeaders

Board ofTrustees

PolicyMakers


Brandpa


A grand old brandBrandpa:


Brandellabra


An archaic brand with a multi-pronged strategic approach and tendency to fizzle out over time

Brandellabra:


Brandwidth


The maximum amount of potential the brand

can reach

Brandwidth:


IMPACT


CARPE DIEM

Unleashing MarCom's Role In Strategy1_15_14

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