How a 360 Degree Competitive IQ Drives Healthcare Services Marketing

The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
How a 360 Degree
Competitive IQ Drives
Healthcare Services
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Marketing
A Complimentary Webinar from Aurora WDC
12:00 Noon Eastern /// Wednesday 3 December 2014
~ featuring ~
Kim Rosengren Derek Johnson

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Kim Rosengren
Named 2011 Marketing & Advertising Professional of the Year by Who’s
Who, Kim Rosengren is innovative marketing executive with more than
20 years of B2B and B2C product management, product marketing and
marketing communications experience. She has worked in technology
and healthcare marketing for more than 20 years. Kim holds an MBA
and a Masters in Technology Management from the University of
Phoenix, and a BA in Psychology from the University of Colorado at
Boulder.
Email: kimrosengren@yahoo.com
Twitter: @kimrosengren
The Intelligence Collaborative is the online learning and networking
community powered by Aurora WDC, our clients, partners and other friends
and dedicated to exploring how to apply intelligence methods to solve real-world
business problems.
Apply for a free 30-day trial membership at http://IntelCollab.com or learn
more about Aurora at http://AuroraWDC.com – see you next time!
© 2014 KimRosengren.com. All Rights Reserved.

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Agenda—360 Degrees of Intelligence
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Customer perspective
Competitive intelligence
Market insight
Strategic planning
Customer validation
Q&A

Research Provides a 360 Degree View
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Research is
foundational to
every strategic
decision
Research informs
product, enables
sales and builds
customer loyalty
Research trumps
opinion

“When you two have finished arguing your opinions, I actually have data!”
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Customer Voice Identifies Strengths,
Weaknesses and Opportunities
Brand Study Client Advisory
►Leadership
►Positioning
►Value
►Differentiators
►Concerns and
Opportunities
►Validation and
Buy-In
►Commitment
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Voice of customer confirms suspicions

Brand Study Captures Client Opinions
►Purchasing roles
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►Brand / Professionalism
►Messaging / Tone
►Values / Proof statements
Perception
Buying
preferences
Opportunities
►Service(s)
preferences
►Top vendors
►Buying criteria
►Strategic / prioritized
needs
►Gaps
►Company / Solutions
►Differentiators
►Leadership
►Future purchasing
plans

Client Advisory Board Prioritizes Approaches
Goals Approach
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Objectives
Roles &
Responsibilities
Services &
Interventions
Enable Program
People Technology

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CI Highlights Opportunities
3 research areas
Capabilities Positioning Price
 Features
 Markets
 Internal
challenges
 White space
analysis
 Successes /
Outcomes
 Value / ROI
 Win / Loss
 Models
 Prices
 Service fees
 Contract lengths
 Differentiators
 References
The competitive view informs development, positioning and pricing

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Win / Loss Research Informs
Product and Sales Strategies
►Quality of solution
►Quality of sales process
►Decision criteria
►Overall performance
►Timing / Pricing
Research identifies differentiators to highlight and problems to solve

Questions Resources
►Surveys
►Focus groups
►Client studies
►3rd party inquiries
►Competitors
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Market Trends and Drivers
Point to the Future
►Need
►Size
►Willingness to
pay
►Competition
►Ability to win
Focus industry research on market potential and ability to win

Strategic Planning Leverages all Research
Validate goals and
determine execution
strategy
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Launch new
position and/or product
Identify opportunity and
competition
Validate need
Gain support

Strategic Plan Integrates Research
Evaluate Fit Analyze Market and Plays Choose Transform Evolve
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Broad market
survey—how is the
world changing?
Solution strengths
and weaknesses
Identify capabilities
needed (new or
modified)
Present options Define solution
migration paths
Launch new
solution(s)
Client pain points
(analytics, revenue,
quality/care,
access)—what
problem do they
most need to solve
that we can solve?
Identify strengths
and weaknesses—
solution, operational,
sales and marketing
Determine if we can
close gap—build,
buy, partner
Define migration
path
Determine execution
path—build
capabilities, change
operations, growth
moves
Identify next
opportunity
Competitive offering,
strengths and
weaknesses—who’s
wining and why?
Could the
competition play
here?
Can we win? Validate leadership
commitment to idea
and resources
Develop plan to keep
business running
Anticipate and plan
for competitive
moves
Markets—Medicare,
Medicaid, Duals,
Commercial,
Provider, Hybrid
Identify the markets
in which we can play
What value do we
create for market?
For investors?
Re-align teams for
short- and long-term
strategies
Define milestones
and measurements
Position for growth
Narrow options Development
options—3-5 distinct
ways to play
What can go wrong? Single strategy Measure Adjust
Outcome: 3-5 market
opportunities
Outcome: Identify
“what we are great
at” and “what our
gaps are”
Outcome: 2-3
recommended
strategies
Outcome: Single,
agreed-upon focus
Outcome:
Operational focus
and delivery
Outcome: End game
achieved
Assess
G0 G1 G2 G3 G4 G5 G6

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Planning Meeting Drives Consensus
► All group discussion
►Traditional breakouts
►War gaming

Build Roadmap that Informs and Leaves Room
Use roadmap to confirm customer plans, build loyalty, demonstrate WIIFM
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Quarter 1
High level
detail
Description
Quarter 2
High level
detail
Description
Quarters 3-4
High level
detail
Description
Year 2 1H
High level
detail
Description
Year 2 2H
High level
detail
Description

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Key Takeaways
Research is
foundational to
every strategic
decision
Research informs
product, enables
sales and builds
customer loyalty
Research trumps
opinion

"Information is powerful. But it is
how we use it that will define us."
— Zack Matere
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Thank you! What Questions Can I Answer?
The Intelligence Collaborative is the online learning and networking
community powered by Aurora WDC, our clients, partners and other friends
and dedicated to exploring how to apply intelligence methods to solve real-world
Powered by
Kim Rosengren
Kim Rosengren
(303) 587-7501
kimrosengren@yahoo.com
@kimrosengren
www.KimRosengren.com
business problems.
Apply for a free 30-day trial membership at http://IntelCollab.com or learn
more about Aurora at http://AuroraWDC.com – see you next time!

How a 360 Degree Competitive IQ Drives Healthcare Services Marketing

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