January 2014 by

Marketing & Training

2

Analysis areas

• Market changes• Business drivers: sell-in• Business drivers: sell-out• Brand to patient• Pricing• Patient’s insights

3

Market changes

• Economic pressure due to recession.• Growing competition (200+ global players, Spain 90+).• Patient’s capacity / willingness under restraint.

Size of the opportunity

No. of implantologists

No. of implants

%Share of Clinic

Size of the opportunity

x x 1- =%BrandPenetration

x

Brand

Patients

Information

Patients

Benefits

Clinicians

Promotions

Clinicians

Size of the opportunity

No. of implantologists

No. of implants

%Share of Clinic

Size of the opportunity

x x 1- =%BrandPenetration

x

Brand

Patients

Information

Patients

Benefits(motivations & obstacles)

Clinicians

Promotions(customer experience)

CliniciansPotential(gold/silver/bronze)

HabitsPatient profile

Districts(income, use) Sales

support

6

Business Drivers: Sell-in

• Odontologist’s insights: – Motivations and obstacles (qualitative Research).– Customer Experience (workshops / survey panel).

• Segmentation – Database review. – Gold/silver/bronze: based on

• revenue contribution.• on potential.• qualitative atributes

– Based on patients’ profile (see sell-out).

• Sales support– Sales folders and market information aimed at sales people.– Newsletters and audiovisual tools aimed at clinicians.

7

Business Drivers: Sell-in

• Clinician’s (customer) experience: – Enterprise buyers pay 30% more for an improved CEX.– B2B buyers are mimic consumer shopping behaviors. – Buyers consult thirdparty sources before consulting a company’s salesforce (sites, business partner, social channels and peers).

• online reviews and mobile: info product, service, competitors, pricing.

– The customer journey: IT, marketing and manufacturing directly managing customer experiences.– New business processes and technologies increase:

• customer loyalty (61 %)• revenue (60%)• customer base (60%).

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Business Drivers: Sell-in

• Business Cycle:

Nevercontacted Assessed Proposal Start

Lost “Ignored” Loyalty

Business Drivers: Sell-in

• How to win a customer (Spanish implantologist): – New product trial.– Easy-to-use system.– Welcome pack promotion.– Introduction course.– Current with current brand / service.– Referred by a lab.

• The path to loyalty:

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Business Drivers: Sell-in

+

-Low Feasibilit

y

Impact

Secondary

Priority

98

1 23

45

76

High

CustomerSatisfactio

n

OperationsExcellence

ServiceQuality

Internal perception

InternalViewpoint

ExternalViewpoint

PerceivedQuality

OfferedQuality

CustomerExperience

- Analysis - Action

Business Drivers: Sell-in

• The path to loyalty (Spanish implantologist): – “X is for me the best. However their rep don’t take care of me:

• They never ask if I need something.• I hear about their promotions from other peers, not from them.• Once I received surgical instruments dirty.• They didn’t warned me about a modification in the new product.

– Moments of Truth:• New product.• Case solution.• Got a problem (urgent visit).

– Advisory: • Triple vision: Product + Doctors + Prothesic Labs.

Business Drivers: Sell-in

• Sales promotions (Spanish implantologist): – 20 implants + 2 free.– 200 implants/year + surgical instruments free.– Free motor or congress in NY buying 30 implants.– Free TV for clinic waiting room.– Financial conditions (+ stock?)– Price downturn in motors.– Congress / courses.– Visit the plant.

13

Business Drivers: Sell-out

• Patient’s insights – Do not see the difference for a premium brand.– Workflow go digital.– Segmentation:

• don’t have the money to spend, • have the money but feel uncertain about the future, • don’t understand the premium benefits.

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Business Drivers: Sell-out

• Patient’s purchase journey: – Multichannel (online information, offline assesment).

• Segmentation – Based on patients’ profile and habits.

• Support to Clinicians – Market assesment and segmentation. – Communications with patients.– Online sales.– Audiovisual support.– Whole patient’s experience (loyalty and advocacy).

• Getting an implant “is not fun”…

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Business Drivers: Sell-out

• Patient’s purchase journey:

Brandawareness

Firstvisit

After-salescare

Treatment Firstcontact

GoogleSocial media

Friends…

Social mediaFriends

…

Brand comms

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Brand to patients• General education on implantology:

– Benefits > costs? Straumann > rest?– Industry association (premium brands)?

• Straumann – Positioning and core message building.– Communication target and fit media definition.– Pilot campaign (online / local).– Association with other brands / events (eg.

• Coca-Cola = institute of happiness => Research “influence of good smile”• World Health Organization day => Research “health consenquences edentolous”

– Corporate Reputation and CSR.– Online presence (SEO, SEM).

• Clinics (point of sale)– Education material: better quality = shorter, easier and longlasting treatment.– Brand awareness (international experts, research).– Patient’s support and better experience.

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Brand to patients

“The impact of Roxolid® and SLActive® technologies on the evolution of implantology includes greater penetration of implant therapy into both clinical practices and the patient population in a given clinical practice, greater implant penetration into the vast ocean of untreated patients

who are missing teeth, and increased acceptance of implant therapy by clinicians who currently see implant treatment as a ‘last resort’.”

For the patient, the therapy becomes simpler, less invasive, less costly, and less traumatic. The net result is a better patient experience.

Dr. Fugazzotto, Starget 2013, no.3

• Education material

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Price

• Price decisions in front of recession:– More than 9 out of 10 companies feel increased pricing pressure.

• Customers demand higher discounts (53%). • Lower-price competitors / new market entrants (50%).

– The sharp increase in purchasing power of retailers places pressure on suppliers.– Internet has increased market transparency, making it easier for shoppers to compare prices.– Emerging industrial powers (i.e. China): lower unit labor costs.

• Impact in margin (sales equivalent?).• Advising the client.• Multichannel pricing.

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Price• What to take in account when making decisions (and what’s usually considered by executives):

– Variable costs 80%– Fixed costs 80%– Competitors’ product prices 70%– Value attached to the product 60%– How customers would react to a change in prices 35%– Willingness of a customer to pay different price levels 20%

• Segmentation: “pockets” of real variance in demand: customer segments, geographies, product lines, occasions of use, etc.

• Delivering higher value for the same price: Can be as costly as cutting prices in the short term, but it preserves pricing integrity for the long term.

• Multichannel:– Willingness to pay for a product through offline channels can be 8% to 22% higher.– The extent of channel-based price differentiation is highest in the case of services, which are less vulnerable to cannibalization due to resale.

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Social Media

• Michael Stenberg, Vice President Web & Infrastructure at Siemens– SM to be integrated in Communication, Customer Care and Sales Force.

– Be moved from likes & shares into lead generation.

– Employees’ potential: content by Siemens for their networks.

• Social CRM

Capabilities which will increase customer engagement

Capabilities wich enable front-end social integration

Capabilities which will enhance revenue

generation

Capabilities which will enable customers care

online interactions

SocialMarketing

SocialEnabler

SocialCommerce

SocialCare

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Social Media

Content Aggr./ synd.

Web Enabler

MicroblogIntegration

SNIntegration

Multidevicesupport

IDUnique

Profile & Friendship

Mng.

LBScapabilit

y

E2EMultichannel

SNsupport

Microblogsupport

IM / Chat

Social Questions

FeedbackCapability

Rich Media Integration

Online Help

/ FAQs

Media Sharing

Rich Mediasupport

ContextualSearch

Social Care

MobileApp.

UserCommunit

ysupport

Virtual Agent

Click to call

Rating & Reviews Self

Service

Social Marketing

Review & Recomm

s.

SN Marketing

MicroblogMarketing

Brand focused SN

GroupPromotions

Social Ads

UGadvertisi

ng

LBS Marketing

Fan Pages

Brand/ ProductCheck-in

ORM

Social Rich Media

Marketing

Email/sms Ads

Mobile Marketing

Advergaming

SEO/SEM

PPC

Blog

Local deals

Voting / Surveys

f-commerce

Commerce Widgets

Rating & Reviews

Public Profiles

Gift Registry

UGC lists

Follow Lists

FlashDeals /

coupons

Popularity lists

Microblog sharing

Social Commerce

Communities

Wish listPersonal

Recommendations

DiscussionBoards

Social app.

Private sales / Outlet

Mobile commerce

Social Profile

Gamification

Alfo

nsoG

adea

.es