Copyright © Siemens AG 2012. All rights reserved. Page 1 Siemens Healthcare / Customer Services For internal use only | Copyright © Siemens AG 2010. All

Copyright © Siemens AG 2012. All rights reserved.Page 1 Siemens Healthcare / Customer Services

For internal use only | Copyright © Siemens AG 2010. All rights reserved.

Click to edit Master title styleCS New PositioningRoll-out ToolkitCS Marketing Communications | August 2012

For internal use only | Copyright © Siemens AG 2012. All rights reserved.Page 2 Siemens Healthcare / Customer Services

This toolkit gives you an overview of the new CS positioning campaign and the changes in our CS communication due to new approach.

About this Toolkit

12345

Strategy

Approach

Communication

Implementation

Links + Contact


It provides you answers to:

About this Toolkit

• Why a new CS positioning?

• How to communicate the new positioning?

• What communication means and measures are available?

• How to proceed?


Copyright © Siemens AG 2012. All rights reserved.

Page 4 Siemens Healthcare / Customer Services1Strategy


Why a new CS positioning?

New service strategy New service portfolio New organization

Changing the way we work [Think. Feel. Do.] with CS Strategy 2015

Implementing one comprehensive + harmonized service portfolio

Harmonizing in vitro and in vivo services into One Healthcare Service

1 2 3

1 2 3 4 5


Shifting the focus externally

The benefit to our customers

The way we think and work

[Think. Feel. Do.]

Internal communication External communication

1 2 3 4 5



Page 7 Siemens Healthcare / Customer Services2Approach


When people’s lives depend on getting the right diagnosis at the right time, healthcare professionals need the confidence that their equipment is performing to the highest quality possible and that their staff are trained.

So that they can work quickly and effectively, and concentrate on delivering answers. For life.

Whenever and wherever they are needed. Why?

At the heart of it: the customer benefit.

The benefit to our customers

1 2 3 4 5

Confidence


Communicating confidence – acting close

How?

1 2 3 4 5

At Siemens Healthcare Customer Services we understand our customers' needs better than most because

we are closer.Closer to technology.Closer to them.

The way we think and work

[Think. Feel. Do.]


A truly customer-oriented offering

IT Services

SystemServices

Our new service portfolio

ManagementServices

UserServices

1 2 3 4 5

What?



Page 11 Siemens Healthcare / Customer Services3Communication


The new CS positioning affects the way we communicate – both internally and externally. New communication elements are thus available:

Communication

• Naming

• Messaging

• Photography

• Colors

• Material

3


Siemens Healthcare Customer Services

Naming / CS

New harmonized name for internal and external usage and communication representing One Healthcare Service Organization

1 2 3 4 5


Customer CareCenter

Future:One Healthcare Service

Customer CareCenter Manager

Customer CareCenter Operation Group

Naming / Call Centers

A new name for our call centers supports the customer-centric approach

Uptime Service Center

Past:IN VIVO

Uptime Service Center Manager

Uptime Service Center-Call Handling &

Dispatch (USC)

Technical SolutionsCenter

Past:IN VITRO

Technical SolutionsCenter Manager

Customer CareCoordinator

1 2 3 4 5


“A relationship close enough to give you the confidence you need”

When people’s lives depend on getting the right diagnosis and therapy, you need the confidence that you can deliver the best results possible. As quickly as possible. Around the clock. At Siemens Healthcare Customer Services we understand that better than most. We are closer to technology and closer to you. Partnering with you, bringing experience and innovative service solutions that you can rely on: solutions that help you maintain uptime, improve performance and optimize workflow for sustainable healthcare while ensuring that your staff is trained to deliver the highest quality results possible. So you can concentrate on the job at hand.

Siemens Healthcare Customer ServicesAnswers for life.

Messaging / Concept 1 2 3 4 5


Siemens Healthcare Customer Services draws on a wealth of experience, knowledge and understanding that is reflected in everything that we think, feel and do to give our customers the confidence they need to deliver the highest quality results possible.

From developing high quality, innovative services and solutions that they can rely on, to training and supporting them, working closer with them so that they can deliver sustainable healthcare.

Giving confidence – communicating confidence.

1 2 3 4 5Messaging / Concept

trust

confidence

closeness


The tonality is relatively informal but not disrespectful, as it would be in a close relationship between two people.

The headlines use a question and answer mechanism. The question is based around a business case, i.e. the customer’s need that they are looking to fulfill; the answer conveys the message that you can rely on Siemens Healthcare Customer Services to help you. The tonality reflects the closeness.

The texts explain the features of our services and the benefits to the customer while also reflecting our corporate values innovative, excellent, responsible. Texts are based on our way of working: Think. Feel. Do.

benefitdriven

friendly

informal

1 2 3 4 5Messaging / Content


Showing personnel from Siemens Healthcare Customer Services as they go about their normal daily routine and capture them together with their medical counterparts in situations that convey trust, confidence and closeness.

The concept relies on a strong combination of visual and accompanying storyline and demonstrates “aha moments” – the split second of realization where, thanks to Siemens personnel, a puzzle suddenly gets solved, a question is answered or a problem resolved – and, in this way, illustrate that the people from Siemens Healthcare Customer Services are not just close to their clients, but closer.

Style / Photojournalistic concept

candidnotposed

honest credible

authentic emotional

1 2 3 4 5


candid

not posed

credibleauthentic

emotionalhonest

visuals

1 2 3 4 5Style / Photography Generic

CS key visual

For internal use only | Copyright © Siemens AG 2012. All rights reserved.Page 20 Siemens Healthcare / Customer ServicesPage 20

1 2 3 4 5Style / Photography Customer Care Center

Siemens Healthcare / Customer Services

candid

not posed

credibleauthentic

emotionalhonest

visuals CCC key visual


Colors support the emotional communication philosophy. The primary color “Siemens Stone” is completed with warm and natural accent colors. The combination of those conveys the friendly, informal and close relationship that we strive to create to our customers.

Dedicated accent colors are allocated to each service portfolio cluster

Natural Green dark 575C

Natural Blue light 7459C

Natural Yellow dark 138C

Natural Gray light 431C

Colors / Concept

StoneCS Generic

Green darkSystemServices

Blue lightIT Services

Yellow darkUserServices

Gray lightManagement Services

1 2 3 4 5


Communication / Levels

CS Generic

SystemServices

ITServices

UserServices

Management Services

1 2 3 4 5

Visuals, color and messaging defined on overall CS and each portfolio cluster level

The following slides show for CS overall and each portfolio cluster:

•Color name•Main visual•Headline and copytext messaging•Sample realization (poster)


Communication / Generic

visual

content

example

1 2 3 4 5

Stone5425 C


Headline/

Looking for maintainable healthcare?Rest assured, we’re with you there.

Copy/Providing viable healthcare economically means delivering the highest quality care possible, efficiently and productively, something that we understand. Which is why we work closely with you, bringing our experience and innovative solutions to help you maintain uptime, improve performance and optimize workflow for maintainable healthcare while delivering quality results. Which means raised quality, better productivity, and greater cost effectiveness – as we will help you to get more out of your investment, year-on-year. You can depend on us as a trusted partner.

Elevator pitch/Siemens Healthcare Customer Services draws on a wealth of experience and knowledge to provide innovative services that help you deliver maintainable healthcare, and get more from your investment.

visual

content

example

1 2 3 4 5Communication / Generic

Stone5425 C


visual

content

example

1 2 3 4 5Communication / Generic

Stone5425 C


Communication / System Services

visual

content

example

1 2 3 4 5



Headline/

Looking for peak performance?We hear you.

Copy/Top performance, improved uptime, higher reliability: with today’s medical systems, availability is more than simply replacing parts, it’s about being proactive. Something we know well, because we are not just closer to technology, we are closer to you – listening and understanding, supporting you with a range of innovative services that you can rely on to give you higher system availability, and performance. So that you can concentrate on providing better healthcare. That’s loud and clear.

Elevator pitch/Achieve peak performance and higher uptime by proactively ensuring systems are always technically up to date and optimized for better output and availability.

visual

content

example

Communication / System Services 1 2 3 4 5


IN-VIVO


Headline/

Looking for peak performance?We hear you.

Copy/Higher performance, improved uptime, and greater reliability. For today’s diagnostics systems, availability is about more than simply replacing parts—it’s about being proactive. At Siemens Customer Care, we know this well, because we’re not just closer to technology, we’re closer to you. We listen, understand, and support you with innovative services and technical expertise you can rely on to deliver higher system availability and improve operational efficiency. Partnering with us frees you to concentrate on providing better healthcare. That’s loud and

clear.

Elevator pitch/Achieve peak performance and higher uptime by proactively ensuring systems are always technically up to date and optimized for better output and availability.

visual

content

example

IN-VITRO


1 2 3 4 5Communication / System Services


visual

content

example

1 2 3 4 5Communication / System Services



Communication / IT Services

visual

content

example

1 2 3 4 5



Headline/

Looking for protection of your IT investment?You can count on us.

Copy/Our IT software related services are designed to maintain and optimize system productivity, performance, and security. In a rapidly developing IT software environment, we help you to keep your system always up-to-date, and thus to protect your investment. Our comprehensive technical and application support ensures fast response, in order to facilitate your clinical processes. There for you, whenever and wherever you need us.

Elevator pitch/Ensure faster results, continuous innovation, and availability through comprehensive and professional IT services that optimize clinical and business processes.

visual

content

example

1 2 3 4 5Communication / IT Services


IN-VIVO


Headline/

Looking for protection of your IT investment?You can count on us.

Copy/Better system utilization and efficiency with improved productivity and performance. At Siemens Customer Care, our IT services support you with a range of innovative products and experienced technical and application-support specialists you can rely on. We help you keep pace with rapidly developing technological advances. Upgrades ensure higher workflow efficiency and create a basis for implementing innovative diagnostic applications. IT services, there for you, whenever and wherever you need them..

Elevator pitch/Ensure faster results, continuous innovation, and availability through comprehensive and professional IT services that optimize clinical and business processes.

visual

content

example



IN-VITRO


visual

content

example




Communication / User Services

visual

content

example

1 2 3 4 5

Natural Yellow Dark 138C


Headline/

Looking for more expertise, efficiency and productivity?We know what it means to deliver more.

Copy/Enhanced expertise, greater efficiency and high productivity are key for best diagnostic quality, faster patient throughput and optimized resource management. We understand the importance of regular training and consulting, tailored to you and your staff’s needs. Our global team of Siemens certified clinical education and application specialists are experienced healthcare professionals, who understand your clinical needs. Our dedicated User Services portfolio uniquely positions us as a partner of choice when it comes to wanting more out of your investment, maintainable – year-on-year. Because we deliver more.

Elevator pitch/Gain more from your investment in the form of enhanced expertise, greater efficiency, and higher productivity through personalized education and training.

visual

content

example

Communication / User Services 1 2 3 4 5


IN-VIVO


Headline/

Looking for more expertise, efficiency and productivity?We know what it means to deliver more.

Copy/Maintaining staff competency and a better understanding of your equipment and evolving clinical trends results in higher diagnostic quality, increased customer satisfaction, and greater productivity. At Siemens Customer Care, we understand the importance of personalized education and training and the lifelong educational needs of every member of your staff. Because many of our education specialists are experienced healthcare professionals, they not only understand your needs, they speak your language. They are committed to providing expert support where and when it’s needed to help you make more of your investment. We know where you’re coming from.

Elevator pitch/Gain more from your investment in the form of enhanced expertise, greater efficiency, and higher productivity through personalized education and training.

visual

content

example

Communication / User Services 1 2 3 4 5


IN-VITRO


visual

content

example

1 2 3 4 5Communication / User Services



visual

content

example

1 2 3 4 5Communication / Management Services

Natural Gray Light 431C


Headline/

Looking for improved utilization?We will take a closer look for you.

Copy/Increased system utilization, better scheduling, improved financial planning. Our support does not stop with repair and maintenance. Our consultants are available on demand, with a wealth of experience and knowledge. Offering a range of innovative services, such as system benchmarking or online performance analysis, they work with you to ensure that the equipment and processes you rely on are being used in the best, most economical way possible. The benefits are clear to see.

Elevator pitch/Increased workflow optimization and better productivity through process optimization and consulting help you improve workflow efficiency, system utilization, and return on investment.

visual

content

example

1 2 3 4 5


Communication / Management Services

IN-VIVO


Headline/

Looking for improved utilization?We will take a closer look for you.

Copy/Increased system utilization, process optimization, and return on investment. Our Siemens Customer Care consultants bring you a wealth of experience and knowledge. Offering a range of innovative services, including system benchmarking, online performance analysis, and e-commerce, our consultants work with you to ensure that the equipment and processes you rely on are being used as effectively and economically as possible. The benefits are clear to see.

Elevator pitch/Increased workflow optimization and better productivity through process optimization and consulting help you improve workflow efficiency, system utilization, and return on investment.

visual

content

example

1 2 3 4 5


Communication / Management Services

IN-VITRO


visual

content

example

1 2 3 4 5Communication / Management Services



1 2 3 4 5Material / CS

Comprehensive communication material is available for local adaptation and roll-out implementation

Internal communication• Internal Roll-out presentation• CS Internal Presentation Master • Event Idea Presentation• Give Away Idea Presentation• Give Away Flyers• One Pager/Flyer• Corporate Clothing recommendation• Customer Care Center Communication Package

External communicationCommunication Package available by September 14


1 2 3 4 5

Material Internal Roll-out presentation

• Internal Roll-out presentation, providing further

information on:

_strategy

_approach

_communication

_roll-out

_outlook

• To be used by management to communicate and

roll-out new positioning internally

CS_Positioning_Internal Rollout Presentation

Where to find


1 2 3 4 5

Material CS internal presentation master

• New CS presentation master for internal

presentations

• Template includes

_new Siemens color screen

(basic and accent colors, incl. CS portfolio

colors)

_new CS images for CS and each portfolio area

(CS generic, System Services, IT Services,

User Services, Management Services)

_new slide layouts

CS_Internal_Presentation_Master

Where to find


1 2 3 4 5

Material Event Ideas

• Presentation for internal roll-out event, including

_ideas and recommendations

_useful hints

_support information

CS_Event_Ideas

Where to find


Where to find

1 2 3 4 5

Material Give Away Ideas

CS_Give Away_Ideas

• Presentation with ideas and

recommendations for

internal give aways

• Details on accompanying

promotion material included


1 2 3 4 5

Material Give Away Flyers

• Corresponding promotion material to give along

with the give aways, in two versions depending on

packaging layout

• Material available:

_raw data for localization and implementation

_pdf versions to view

_Overview pdf detailing the folding and finishing

concept

_Details for print agency in Internal Give Away Idea

presentation

CS_Give Away_Flyer_Overview/explanationLeporello pdfLeporello printing data (indd)Fan pdfFan printing data (indd)

Where to find

1/ Leporello

2/ Fan


1 2 3 4 5

Material One pager / flyer

• Flyer summarizing new CS positioning, messaging

and new service portfolio

• For distribution to staff, e.g. on internal roll-out

event

• Layout: 100x210cm, DIN Long format

CS_Flyer

Where to find


1 2 3 4 5

Material Corporate Clothing recommendation

Name on our shirts/blouses:

• Healthcare Customer Services

• Position on long-sleeve shirt: on the cuff

• Position on short-sleeve shirt: on the arm

• Siemens logo should not be at the pocket

Order guidelines:

• Countries should choose a local agency that can

produce the shirts and order them locally

• If this is not possible locally, please reach out to

headquarters, and we will arrange a solution.


1 2 3 4 5

Material Customer Care Center communication package

• The following communication material is already available on the CS Intranet for the CCCs:_Communication concept presentation_Naming guidelines_Customer letter_Customer flyers_PowerPoint template_Wall banners_Roll up templates_Website banner_Posters_Lanyards_Stickers_Contact booklet

CCC Communication Package

Where to find

This implementation depends on the One Healthcare Service transformation. Please check with your OHS project manager the timeline for the Customer Care Center communication.



Page 51 Siemens Healthcare / Customer Services4Implementation


31.08. Internal roll-out recommendation delivery to countries

Start of internal country roll-out

14.09. External roll-out recommendation delivery

24.09. CC cluster communication telco (tbd)

01.10. Start of external country roll-out

01.- 03.10.HAKM

10./11.10. HC Leadership Conference

25.- 30.11.RSNA

Roll-out plan

Continuous status updates will be provided via webcasts andIntranet platform!

08

10

1 2 3 4 5


Your country roll-out 1 2 3 4 5

Please use the feedback paper on the Intranet platform and let us know:

•your overall feedback to the campaign and materials•your roll-out activities.

We are looking forward to receiving your feedback and first plan by end of September!



Page 54 Siemens Healthcare / Customer Services5Links + Contact


All communications material is available on the CS Intranet at:

CS New positioning Intranetintranet.healthcare.siemens.com/cs-new-positioning

All pictures are available in the Healthcare image database:

https://siemens-mdb.nureg.de/

More information and support 1 2 3 4 5


Your contacts 1 2 3 4 5

For questions and support please contact your CS headquarters communications team – H CX CS MK CC:

Andra KirchnerPhone +49 9131 84-8352E-Mail [email protected]

Janine KrebsPhone +49 9131 84-6172E-Mail [email protected]

Petra SchmidPhone +49 9131 84-6014E-Mail [email protected]

For internal use only | Copyright © Siemens AG 2012. All rights reserved.Page 57 Siemens Healthcare / Customer ServicesPage 57 Siemens Healthcare / Customer Services

Thank you for your support!


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Copyright © Siemens AG 2012. All rights reserved. Page 1 Siemens Healthcare / Customer Services For internal use only | Copyright © Siemens AG 2010. All