Medical Imaging Seminar Session 3b

Medical Imaging – Opportunities
for Business
24.01.12
Henry Wellcome Building
University of Leicester

A Space IDEAS Hub Event
In association with:

About Space IDEAS Hub
• A knowledge exchange project from the
Space Research Centre of the University of
Leicester
• Feed expertise developed from space
missions into commercial benefit for UK
industry.
• Delivering Innovative Design, Engineering,
Analysis and Support (IDEAS) to your
business.
• Part financed by the European Regional
Development Fund
• UK companies can access and benefit from
our technology and experience.

If your organisation would like to benefit from
our knowledge and expertise, please contact us
at enquiries@spaceideashub.com

Session 3b – Developing you Product
and Market
14:45 Two-Minute Company Presentations
Various
15:30 Are you Social?
The place of social media in you marketing and communication
strategy
Paul Dixey
15:50 Benchmarking Countries, Selecting Markets
or Which Countries Should I Export To?
Richard Gilbert
16:20 Closing Remarks
Prof George Fraser

Are you social?

The place of social media in your marketing
and communications strategy
@pauldixey

social / technology / compliance / websites / mobile / white papers /

Bluelight
Digital Strategy

Bluelight Partners is an independent experienced
Digital & Mobile
Promotion
Social Media
Strategy

digital and mobile consultancy with International
experience focusing on the healthcare and
pharmaceutical industry. We develop innovative
Project
Management
Mobile Strategy

and integrated strategies, so that digital, social
media or mobile can be an integral and compliant
part of your marketing and communication mix
Compliance Innovation & New
Training Tech

SEM


The Big Picture
Setting objectives
First steps
Organising Yourself
Becoming a “thought leader”
The Law
Issues Management
Linking it all together


Time to 5mn users:
38yrs 13yrs 4yrs

3yrs
100m in 4 ½ yrs

90mn in 6 months 1bn in 9months

“It's a fool who doesn't
check Wikipedia, and an
idiot who stops there.”


The Big Picture
“...there is something qualitatively different about the
so-called “social media” explosion and the behaviour
involved; something profoundly disruptive and game-
changing that previous technological advances have
not enjoyed - disruptive in ways that we are only
beginning to understand. “

Niall Harbison
Institute of Practitioners in Advertising


The Customer is at the Centre of a
Multi-Channel World


Consumers now expect more
I want what I want, when I
want it, where I want it
I want content independent
of location, platform, time
or nature of request
I want no restrictions, and I
want it portable
I want seamless
multichannel experiences


“If you haven’t got a mobile strategy you
haven’t got a future strategy” - Google
Combined shipments of web-connected smartphones and
tablet computers are likely to exceed those of desktop and
laptop computers for the first time this year - Gartner
There could be 10 billion mobile devices in circulation by
2020.
Many of these will use “apps”, some 18 billion of which are
likely to be downloaded this year - Morgan Stanley
As mobile, web-connected devices become ubiquitous, the
volume of data they produce will soar, by 2015 some 6.3
exabytes of mobile data will be flowing each month– Cisco
Only 0.8% websites are optimised for mobile
devices


SETTING OBJECTIVES


Setting Objectives

intent awareness benchmark
appreciation
action
advocacy

Establish intentions and Define core KPI metrics Compare benchmarks
objectives in order to by social media with other SM activity,
define which KPIs are platform (soft metrics & channels, industry
most pertinent hard financials) averages

the iab framework

15

16

It is not the Technology

People have always wanted to be social and connected
Stay focused on strategy
Less focus on device.
Devices will only get better, lighter, faster

FIRST STEPS


First Steps


ORGANISING YOURSELF


http://socialmediagovernance.com/policies.php#axzz1jw2AdFLN

BECOMING A THOUGHT LEADER


Becoming a thought
leader
Twitter
#hashtags
Blogs
Tumblr
LinkedIn
Quora
Google+


THE LAW !


The Law

Electronic Communication Directive
“Cookie” Directive
Data Protection
Companies Act
Equality Act
Advertising Standards Authority


CRISIS WHAT CRISIS ?


LINKING IT ALL TOGETHER


Linking it all together


IN SUMMARY


Lead with Strategy
⁄ In for long term engagement
Get the Basics right
Understand Your Customers Channel Uses
Set the right Objectives
Get the right Expertise
⁄ Don’t abdicate to agencies
Go with facts/knowledge not myths
Learn from customers - analytics are key
Establish Process and Governance
Have Commitment throughout organisation

“No matter how far you have gone on a wrong road, turn back.”
Turkish proverb
35

Thank You
paul@bluelightpartners.com
@pauldixey
http://uk.linkedin.com/in/pauldixey
www.bluelightpartners.com


Researching Export Markets

Market Selection
Choosing and Prioritising
Export Markets

Some common methods

 Source of unsolicited enquiry or
order?
 Chase interest from a prospective
agent?
 Follow up suggestion of colleagues
or friends?
 Approached to participate in an
event?
 Relatives live there?

Sort out the world
Demand
Identify
markets for
Not so easy for us Easier for us further
high demand high demand investigation

Ease

Not so easy for us Easier for us
low demand low demand

Sort out the world

Europe

Asia

North America

Middle East

Australasia

Africa
South America

Before we start…
 Which countries of the world
drive on the left?
Antigua & Barbuda • Australia • Anguilla • Bahamas •
Bangladesh • Barbados • Bermuda • Bhutan • Botswana • Brunei
• Cayman Islands • Cyprus • Dominica • East Timor • Fiji •
Grenada • Guyana • Hong Kong • India • Indonesia • Republic of
Ireland • Jamaica • Japan • Kenya • Kiribati • Lesotho • Macao •
Malawi • Malaysia • Maldives • Malta • Mauritius • Montserrat •
Mozambique • Namibia • Nauru • Nepal • New Zealand •
Pakistan • Papua New Guinea • St Kitts & Nevis • St Lucia •
Singapore • St Vincent & the Grenadines • Solomon Islands •
South Africa • Sri Lanka • Suriname • Swaziland • Tanzania •
Thailand • Tonga • Trinidad & Tobago • Turks & Caicos Islands •
Tuvalu • Uganda • United Kingdom • US Virgin Islands • British
Virgin Islands • Zambia • Zimbabwe

Where would you place this group’s
countries?
Demand

Ease

Know where to go

 UK Trade & Investment - sector pages
 CIA World factbook
 Nationmaster
 International organisations
 UN, EU, World Bank etc.
 Published reports e.g. Icon group
 Regional sources
 Market selection tool

Which markets next – the process

  Which countries to compare (screening)

 Freehand positioning
 


Determining criteria
Prioritising criteria

(only if appropriate)

 


Source data
Input into tool
 Interpret graph

 Consultation with Posts (MSS-R)
  Proceed to more in-depth research of
market(s)

Thank you for your interest
If your organisation would like to benefit from
our knowledge and expertise, please contact us.

Space IDEAS Hub
W: www.spaceideashub.com
E: enquiries@spaceideashub.com
T: 0116 229 7700
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Medical Imaging Seminar Session 3b

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