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What’s your innovation quotient?
IQ MARKETING
Demand Creation for Product and Services
Marketing is the only function to connect a business from first idea to customer use and satisfaction.
Great marketing identifies a unique idea or innovation and
connects it to customer use and satisfaction, thereby delivering real value to an organization.
Marketing Principles
• Fundamentals haven’t changed• 4 Ps are now 7 Ps• The funnel is now an oval• We are at a pivotal moment in
advertising and marketing– The rise of consumerism– Digital is not a separate discipline
Fundamentals have not changed but execution has!
http://www.youtube.com/watch?
4 Ps of Marketing to 7 Ps
Funnel to Oval
http://www.youtube.com/watch?v=EfRrD3we0HgMcKinsey Consumer Decision Journey
A trend to consider
• What if CRM becomes VRM?
• What if consumers did not need advertising?
• What if buyers notify sellers of their intention to buy?
At the center is a great product
Source: Seth Godin
http://www.ted.com/talks/Seth Godin on the tribes we lead
360 Marketing Plan Tool – under development
• Business Objectives aligned to Marketing Objectives– Target audience– Strategy– Tactics– KPIs
• Awareness• Consideration• Conversion• Initial Use and Satisfaction• Loyalty and advocacy
Think Different, Again!
• http://www.youtube.com/watch?v=xlgv4JeXCvs Apple’s Think different campaign
• http://www.youtube.com/watch?v=5vNjpgLD0Xw Steve Jobs – Think Different (:53-2:07, 3:03- 4:34
• http://www.youtube.com/watch?v=a7jlm6g5Kuw&feature=related The Future of Health Care – The consumer is in control
iQ Overview
We build innovative products and services to power memorable brand experiences that ultimately help people choose healthier, happier lives.
How we work:
UNCOVER THE BEST NEW IDEAS
Leverage a network of inventors and a proven evaluation process
BUILD INNOVATIVE PRODUCTS &
SERVICES
Create best-in-class products and services that are easy to deploy and adopt
DELIVER BETTER
EXPERIENCES
Deliver them as memorable brand engagements people want to interact with
Barriers to anticipate
• Corporate antibodies and those nasty billable hours
• Intellectual property• Lack of product
management / marketing discipline
• Whole product experience
• Service and support
Innovating can be scary!
At iQ we ask……
That question pushes the boundaries of what we do today to explore the kind of experiences we ultimately want to create
What if …?
Solving marketing challenges
• www.GSWInnovation.com Perspectives, Prototypes, Products
• http://www.youtube.com/watch?v=_bPM-luPVk0&feature=youtu.be Circuit 2.0
• http://www.youtube.com/watch?v=6kXEiEX--vo&feature=youtu.be Share and Compare
Clients are taking note
In an Ad Age survey, marketers were asked to identify their biggest marketing challenge. The top challenge (66% of respondents), was the need for new ways to reach and engage consumers.
Closed vs. Open InnovationClosed Innovation Open Innovation
If we discover it, we will find a market for it.Good ideas are widely distributed today.
There are no monopolies on useful knowledge.
If we discover it first, we will own it. We need to access external IP to fuel our
business model
The important technologies we need can be anticipated in advance internally.
We need to profit from our own IP in others’ business model
“Failures” are regrettable, but are a cost of doing business.
Building a better business model is better than getting to market first
The best people in the industry work for us.
Not all of the smart people work for us (and that’s ok)
Connected Innovation
• Collaborative Ideation
• Collaborative Design
• Collaborative Testing
• Collaborative Advertising
• Collaborative Support
A networked approach to innovation that relies on harnessing the creativity and expertise of external contributors to increase innovation reach, accelerate innovation speed, and improve the quality of innovation outcomes.
Customers
Collaborative Ideation
Collaborative Design
Collaborative Testing
Collaborative Advertising
Collaborative Support
A QUICK LOOK BACKThe challenge and response that created our team
THE CHALLENGE
Your business changed:
• With a strong call from the C-suite• Pressures in the pipeline and the marketplace had created
a new reality• No longer could innovation just come from the guys in
white lab coats. Innovation had to come from everywhere
INNOVATE NOW
MARKETING OPERATIONS IT PARTNERS
THE CHALLENGE
So did ours:
The very idea of marketing started to change
Today, the most powerful
marketing doesn’t always start with
an ad
Sometimes it starts with
inventing a new kind of
experience
That leverages the magic of new technology
The efficiency of smarter platforms
The simplicity of better ways to connect people
THE RESPONSE
In 2009, inVentiv Health and GSW Worldwide made a commitment to join our clients in a mission to accelerate health care marketing innovation:
iQ and Amplifier are dedicated to the relentless pursuit of better ways to:• Accelerate product adoption• Improve communications• Support behavior changeAnd empowered to quickly invent, evaluate and develop agile products and services that create great brand experiences
THE RESPONSE
What that means for GSW Worldwide:• We’re still an ad agency• (One known for hit-you-in-the-gut creativity)• But today, we do a lot more than make ads
We build innovative products and services to power memorable brand experiences that ultimately help people choose healthier, happier lives.
GET TO KNOW IQ I AMPLIFIERWhat we create
WE BELIEVE:
For clients For inventors
For professionals For people
Better experiences can change everything
OUR PROMISE
Bring us your ideas – big and small. Your challenges – new and persistent. Together, we’ll use them to create something big – work we’ll all be proud of. You’ll see your ideas come to life. You’ll see your impact grow. You might even change lives for the better.
TO INVENTORS (our fellow travelers):
OUR PROMISE
We know marketing because we are marketers. From the everyday challenges of brand management to the life-changing potential of truly break-thru products, we get it and want to make sure people do, too. That’s why we create products and services designed to accelerate adoption and behavior change to ultimately deliver better outcomes and stronger bottom lines.
TO BRAND LEADERS (our partners in changing lives):
OUR PROMISE
Who wouldn’t want to know about the best treatment available? Have the most personal support? Get the most honest answers? We work every day to make sure you have access to just that. Through trusted healthcare providers and leading brands, we support people in living the healthiest, happiest life possible.
TO PROFESSIONALS (we have the privilege to serve):
OUR REACH• iQ | Amplifier is part of a global network of
passionate people who take life-changing treatments all the way from the lab to the frontlines
• Unique perspective into the challenges in communication, education and habit change that happen along the way
• Access to thousands of inventors and problem solvers inspired to make it better
UNCOVER THE BEST NEW
IDEAS
THE PROCESS
UNCOVER THE BEST NEW IDEAS
Leverage a network of inventors and a proven evaluation process
BUILD INNOVATIVE PLATFORMS
Create best-in-class products and services that are easy to deploy and adopt
DELIVER BETTER
EXPERIENCES
Deliver them as memorable brand engagements people want to interact with
We leverage a proven stage-gate process to rapidly evaluate and commercialize ideas – big and small
In a typical six month period, 50 ideas are evaluated through this nimble process
OUR STAGE-GATE PROCESS
UNCOVER THE BEST NEW
IDEAS
A multi-disciplinary team steps in to rapid prototype and ultimately build products and services:
OUR TEAM
• Strategists• Product Managers• Engineers• Q/A Specialists• UX Specialists• Designers• Marketers
BUILD INNOVATIVE PLATFORMS
Two stakeholder teams are currently being convened to further inform product development and iteration
REP LABCLIENT COUNSILRepresentatives from 10 – 15 organization who currently use iQ I Amplifier products and want to inform the development of current and future platforms:
• Challenge ideas• Inform pipelines• Review business cases• Curate field feedback
A team of 20 reps from inVentiv’s contract sales forces who actively participate in the testing of current and pipeline products and services:
• Challenge ideas• Test prototypes (hands-on)• Review and improve current
products
OUR STAKEHOLDER TEAMS
BUILDINNOVATIVEPLATFORMS
We work with clients and colleagues to deploy products and services for brands
Each product and service is designed to turnkey – ready to be customized and deployed by health and wellness brands around the world in a matter of weeks, not months.
Understand your interests and challenges
Share relevant products and
services
Discuss options
Understand any customization needs
Deploy the right solution
OUR DEPLOYMENT
DELIVERBETTER
EXPERIENCES
Each product is supported with a full suite of learning and evaluation tools
OVERVIEW TECHNICAL PRICING LEGAL
BUILDINNOVATIVEPLATFORMS
OUR TOOLS
Personal support is included at every step of the way
BUILDINNOVATIVEPLATFORMS
OUR SUPPORT
Get started with your product partner:Tyler Durbin(614) [email protected] access support and reporting
Leverage tons of support as you deploy:[email protected] monitored daily from the hours of 8 AM EST – 6 PM EST US
On-demand support site:http://resources.iq-w.com/mercury Username: iq.mercuryPassword: iqapps
WE’RE LOCATED IN THE CENTER OF A VIBRANT HEALTHCARE ECONOMY• Our core team is headquartered in Columbus, Ohio, recently
named the nation's #1 up-and-coming "tech city" by Forbes.
• In close proximity to eight world-class healthcare institutions, including Ohio State University’s James Cancer Hospital and Ohio Health; 19 academic centers; and a vibrant technology incubation corridor
• Campus is home to over 500 people working on helping more people choose better health
• Extended team in New York, Canada and Europe adds an even broader perspective to that important work
IN AN INNOVATION HUB
Healthcare SystemsOhioHealth Corp.Mt. Carmel Health SystemOhio State University Medical
CenterCardinal Health Inc.Riverside Methodist HospitalGrant Medical CenterNationwide Children’s HospitalWexner Medical CenterMcConnell Heart HospitalQuantum Health
With 4 nationally recognized healthcare systems employing more than 40,000 people and recently being named the #1 up-and-coming tech city by Forbes, it's clear that the Columbus is the next great innovation hub.
Tech HubsBatelle Memorial InstituteAbbott NutritionDublin Entrepreneur CenterTechColumbusOhio State University Commercialization CenterDowntown Technology Center
Did we mention the 54 colleges and universities that attract 146,000 of the brightest youth from around the world each year?
PART OF AN INNOVATION NETWORKAnd we have partners all over the world that collaborate on products
– from design to marketing and sales.
IN MARKETCurrent product and service offerings
iQ.mercury is a simple, effective eDetailing system that turns secure brand content into powerful, personalized conversations. With a fast-start system that powers dynamic presentations without costly or time-consuming enterprise IT integrations, Mercury gives brand managers unprecedented control of content and context, while providing reps with the flexibility that each conversation demands.
iQ.mercury Player iQ.mercury Server+
www.iqmercury.com
COMPLETE SUITE OF eDETAILING TOOLS
Over The Air DeploymentDistribute new or updated eDetailings via sync button and wireless connection
Pre-call PlanningOptimize your brand’s eDetailing approach for different target groups
LocalizationAdapt to different languages and country specifications.
Real Time AnalyticsReceive real-time user data to track, evaluate and optimize
SERVER TOOLS MAKE IT SIMPLE TO ALIGN & DELIVER CONTENT
Build Your Content Library
• Create new presentations• Import existing content• Edit or save multiple versions
Add Users & Groups
• Upload your user list• Add individual users• Assign users to groups
Send Content to the Field
• Assign presentations to users• Deploy them to the sales force
iQ.align is a powerful solution that delivers instant insights for real-time decision making.
With a view of what is happening in the field combined with the ability to make changes instantly, iQ.align offers a new level of insight, flexibility and control.
www.iqalign.com
Captures not just what a customer saw, but how they responded
Captured in a way that’s as easy as…
PROVIDES REPS WITH INTUITIVE NOTE-TAKING SCHEMAS
REAL-TIME ANALYTICS DELIVERING INSTANT INSIGHTS
• Know with accuracy which tacticsresonate with customers
• Understand definitively which tools best communicate messaging
• Up-to-the-minute reports allow informed decision-making for account planning
• Easily & cost effectively adjust and deploy tactical re-direction based on harvested real-time insights
iQ.fluent is a web-based platform designed for healthcare providers to create customized education plans for individual patients. Once the education and treatment information is assembled with simple drag-and-drop functionality, it’s easily shared with patients the way they prefer—print, e-mail, or text messages.
www.iqfluent.com
EDUCATORS ASSEMBLE CUSTOM BOOKLETS
With Fluent, treatment teams provide an enhanced patient education experience, as treatment plans are convenient to create and custom for each patient.
Patients benefits by learning about their treatment through:
• Video
• Text
• Images
• Animation
ADMINISTRATORS ORGANIZE CONTENT AND USERSCustomization of the Fluent web-based platform allows administrators to manage users and deploy content across many treatment teams.
User Management• Batch upload• Password reset• Create/Change/Delete users• Alert users of new content
Group Management• Create/Populate/Change groups of users
Content Management • Ability to add, update, or delete content• Edit existing content• Assign content to specific users and/or groups• Deploy over any internet connection
DELIVERY: ANY TIME, ANYWHERE
Because treating a patient’s disease is a 24/7 program…
Patients need access to information on-demand
That’s why Fluent makes it easy to deliver personalized information to patients’ mobile phone, email or print a packet right in the office.
iQ.rival is a turnkey gaming platform that powers multiple choice quiz games for exhibits and displays.
Rival pairs interactive experiences with education mechanics designed to help players learn and keep the brand top-of-mind.
www.iqrival.com
ATTRACT AND CAPTIVATE YOUR AUDIENCE
• Interactive, touchscreen interaction
• Expand to mobile and web applications
• Capture player information and game-play performance
…All while making Rival customized to your brand and exhibit theme.
EXTEND THE EXHIBIT THEME WITH A MOBILE EXPERIENCE
One player game play
Participants compete in a timed quiz to win points to post their score against a universal leaderboard.
Leaderboard
On online leaderboard displays player scores and encourages participants to improve their scores with additional game play.
IN DEVELOPMENTProducts and services scheduled to launch in 2012-2013
See even more perspectives and prototypes at www.gswinnovation.com
MERCURY CONTROLLER
Overview:
Mercury Controller is an add-on to our eDetailing platform that empowers sales reps to control an iPad held in the physician's hands. Mercury Controller provides the ideal eDetailing experience that physicians deserve with the crucial control sales reps require.
Anticipated launch date: Oct 2012
Anticipated Price: $5,000 (current Mercury clients)
NPP SURVEYOverview:
Through the Non-Physician Prescriber (“NPP”) Survey, GSW will provide needed primary research and insights for an audience that is growing in size and power, but is rarely heard. GSW can perform this primary research better than market research firms because of the connection of research, insights, and communication, as well as on-staff NPPs who understand the survey audience at a personal level.
Anticipated launch date: Sept. 2012
AVATAR ALERTSOverview:
Avatar Alerts works with your mobile device to accompany you through your daily routine. Based on your logged or imported prescription data, your mobile device will alert you through a series of notifications, such as, text, email or phone. If you do not respond to these notifications, friends, family or even your social networks can be alerted to remind you.
Anticipated launch date: Q1 2013
LIVING PROFILESOverview:
Living Profiles is a social knowledge platform that provides the easiest to use, most intuitive and most comprehensive database of information on customers (HCPs, Allied HCPs and Patients) available in the health care industry
Anticipated launch date: Q2 2013
FILESHAREOverview:
This is a low cost platform that provides a simple user interface, allows version control of working documents, and allows for a repository of historical documents
Anticipated launch date: Nov. 2012
MY eDETAILOverview:
A consolidation of all rep tools and services into one, easy to use, versatile platform. E-detailing, file storage/retrieval/sharing, CRM, address books, news from the brand manager, news on the disease state, and video conferencing all in one.
Anticipated launch date: Q4 2013
CLINCICAL TRIAL APPOverview:
A mobile application that assists a specialist in following, inquiring and acting on clinical trials information
Anticipated launch date: Q2 2013
– 10 total disease states available
EASY ANALYSISOverview:
From web analytics to social media monitoring, brand teams have an overwhelming amount of data to keep up with in addition to their day-to-day workload.
Easy Analysis is an idea for a report that collects digital campaign data and translates it into an easy to read report.
Anticipated launch date: Q3 2013
TOP OF THE PIPELINEWhat’s your feedback on some of our high-potential ideas
IDEAS CONTINUE TO FUNNEL IN
We could use some help evaluating what our next great innovation will be. Which idea do you think has the most traction?
HealthsphereA social network that allows HCPs to share information in a safe learning environment
Off-Patent TeamA team of specialists dedicated to transitioning a drug in the end of a patent period
HCP Work-Life StudyA comprehensive attitudinal and behavioral study focused on healthcare professionals.
Patient Insight ToolA tool that empower pharma brands to leverage longitudinal data from SDI audits.
GSW Seal TeamBrainstorm service that aim to create innovative solutions for specific challenges.
JOIN US?How to get involved with iQ I Amplifier
VISIT GSWinnovation.COMTo see all the latest ideas and products:
WEIGH IN
We can’t do this without you
Review an idea, prototype or
product and help make it better
Share your own idea or challenge and help bring the solution it to life
Join a client council or request an
innovation theater
SIGN UP
And, of course, sign up for our awesome monthly newsletters – filled with all the latest ideas and points of view
