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August 23, 2012, "Building Brand Awareness in the Healthcare Industry". Laura Ramos shares the Xerox journey from the copier company to a key business partner in process outsourcing services. "Freedom to Care" is the campaign Xerox designed to extend this message the healthcare industry.
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Building Brand Awareness in the Healthcare IndustryLaura RamosVP, Enterprise Industry Marketing
Xerox CorporationAugust 23, 2012
© 2012 Xerox Corporation. All rights reserved. Xerox ｮ , Xerox and design ｮ and Ready For Real Business are trademarks of Xerox Corporation in the United States and/or other countries.
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Xerox today
With sales of more than $22 billion, Xerox is the world’s leading enterprise for business process and document management
• Acquired Affiliated Computer Services (ACS) in Feb 2010• Services represent approx. ½ of overall business• ~140,000 employees worldwide• 10,700+ patents• HQ: Norwalk, Connecticut• CEO: Ursula Burns
Successful marketing of services depends on evolving the brand from its technology legacy
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What happens when you are no longer…?
• Xerox the Document company
• Evolve the brand to technology-led, services driven• Retain value of our shared history• Share story about how solve customer problems,
not simply sell
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Ready for Real Business ™
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Our communications platform
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Ready for Real Business™ focuses on customers
Affiliation Advertising
Through traditional and online channels
Source: http://www.youtube.com/watch?v=e6reT9Ux_gI
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Interact and explore Real Business Live
Please visit: http://www.realbusiness.com/#/ready-for-business
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“A World Made Simpler…by Xerox”
http://www.xerox.com/about-xerox/videos/anthem_hero_video/enus.html
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Results
• #57 on Interbrand Best Global Brand study– “Liked” brand, trusted leader
• Measurable increase in brand value since launching Ready for Real Business
• Statistically significant increases in unaided awareness, consideration and likely-to-recommend for BPO*– Double digit increases in positive responses to “does
Xerox offer services and solutions?” when questioning those who see messages
* Source: Millward Brown study of 1000+ C-level /senior IT in large companies.
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Quick Quiz
$2.5 trillion in 2009
17.6% of US GDP
49 million
ICD-10
HIPAA
MMA
HITECH - ARRA
PPACA
Sources: McKinsey, “Accounting for the cost of U.S. health care: Pre-reform trends and impact of the recession” Dec 2011US Census Bureau: Http://www.census.gov/hhes/www/hlthins/data/historical/HIB_tables.html
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Xerox in health care – early 2011
• Low awareness and consideration in healthcare• Lacked consistent, relevant message• Limited integration and leverage
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“Freedom to Care”
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Foundational elements
Awareness research, interviews, summarized findings
Integrated message map
Overview materials
Pro forma marcom plan
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“Freedom to Care” in action - TEDMED
ProgramAdvertisement
Partner visibility on TEDMED.com
Gift Redemption
Commemorative
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TEDMED media coverage
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Paid and earned social media around TEDMED
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Primary business line program elements
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Example LOB awareness and demand generation
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“Freedom to Care” in action – MESC 2012
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Results
• Uptick in healthcare provider business revenue• Significant increase in industry rankings• 100s of new accounts, increased pipeline• Two major new state wins for MMI• 100% “buy again” indications in nearly every category we serve• Doubled -- and in some places tripled -- healthcare website traffic
• NEXT: Revisit brand/consideration study
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Lessons Learned
• Evolving the brand is a years-long process• New platform puts Xerox focus on our clients:
– What’s important to their core business– What’s important to their customers
• Brand discipline takes consistent effort, investment, repetitive communication
• Cross-business line collaboration is key• Digital technologies help to speed up the process
