making life a bit easier. where organisations go wrong
TRANSCRIPT
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Making life a bit easier
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Where organisations go wrong
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Just because you’ve built the world’s best toaster, you can’t expect people to rush to your door
But if you market it in the wrong way, in the wrong places or to the wrong people, you may find nobody buys it … or worse, you may get a lot of time-wasters knocking on your door
Wrong marketing
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Marketing right, internal processes misaligned …
… results in a conflict between the two, leading to an inability to optimise your returns
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The result
Wasted time Wasted effort Wasted money
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Marketing
Too many people think it’s just about communications and brand awareness
– it’s actually the whole process of getting the right product, matching it to the right customers and then pressing the right buttons to make them do what you want them to do.
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The business
Too often either
Run from a profit and loss point of view
Looked at as a series of departments (bubbles) that either cost or deliver money
This leads to a reluctance to invest in parts of the business that don’t provide obvious income
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The business (and profits) go off-course and may go downhill
The whole business feels squeezed
The consequences …
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And eventually …
The business gets squeezed out of existence
The message: A properly aligned business is a happy business (and a successful one)!
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The only thing that matters is achieving what you set out to do as an organisation (which may be making money, but it may be something else)
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To do this successfully, you need to take an organic view of the business – see it as a complete system
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I set out to
1. Help organisations think about what they are doing and why
2. Help them recognise their true potential3. Help them achieve it
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MARKETING – the essentials
The products must be right for the market
The market must be right for the products
You need to target the right individuals in the right companies with the right messages, using the right modes of delivery
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But …
It’s not very helpful to have an immaculate outward appearance (ie marketing) if you have chaos within (ie your internal processes don’t support it properly)
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Only if all your processes are pulling in the same direction can you have a truly successful organisation
Company infrastructure
Technology development
Human resource management
Procurement
Inbound logistics
Operations Outbound logistics
Marketing and sales
Service
Marg
inM
arg
in
SUCCESS
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CASE STUDY: LONDON AMBULANCE
bringing together two dissimilar organisations
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LAS
• Very formal
• Operated entirely in London
• Thought of itself as a transport service
• Quite technology-focused
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EBS
• A bed-finding service
• Operated country-wide
• Very informal
• Little use of technology – and didn’t like it
• LAS wasn’t sure whether to keep or close it
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Research and analysis showed strong demand for EBS’s services
86% of GPs and 62% of consultants value EBS’s work 58% of GPs believe the medical knowledge of EBS’s
staff is an asset 75% of consultants believe EBS’s work is specifically of
value to hospitals 78% of GPs would like a single point of contact for GP
referrals and ambulance transport 55% of consultants would welcome a single point of
contact for ITU beds and transport
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There was clear potential to broaden the scope of the service
More elderly people, immigrants GPs less active out of hours New specialist treatments – and bed types (specialist,
intermediate care, day beds) Need for ambulances to have more specific destinations Need for London and national safety net DoH wants a single supplier
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Comparison of bed availability with acute admissions,1980-1999
0
25
50
75
100
125
150
175
Source: Department of Health
Nu
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(0
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um
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ns
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Acute beds
Other
Acuteadmissions
It was clear that pressure on all types of hospital bed would increase in the future (and it has)
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But EBS needed to change in all areas
Cost
Dependability
FlexibilityQuality
Speed
Required
Delivered
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Areas needing attention
Better financial infrastructure Flatter management structure Better career potential Much more and better technology Better psychological integration between LAS and
EBS LAS to allow EBS to become its flagship on the
national stage
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I matched the available opportunities to the EBS’s strengths and showed the areas that were ripe for develoment (and those that could be killed off
+
De
ma
nd
fo
r s
erv
ice
Users’ need for service
-
Develop for short-term growth, maintain and review later
Minimum maintenance or withdraw
Develop and promote, review later
Develop/redevelop and promote
-
+
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The conclusionThe conclusion
LAS, EBS and the NHA: LAS, EBS and the NHA: A thrice-blessed unionA thrice-blessed union
Building on the benefits of each could lead to both a Building on the benefits of each could lead to both a better EBS and a more efficient LAS …….better EBS and a more efficient LAS …….
More able to meet overall NHS objectives for future More able to meet overall NHS objectives for future healthcarehealthcare
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A dedicated call centre for healthcare professionals In the community In hospitals
A single point of contact, whatever the need: Referral for admission Referral to specialist care types Transport
So we developed EBS First
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The ultimate vision
EBS First –the service
for Healthcare Professional
s
District Nurses
Emergency Care Practitioners
GPs
Registrars
Consultants
Acute Beds in London
ITU beds nation-wide
Neonatal care cots and transfers
Specialist clinics
Other specialist beds and care
Assessment/care in situ
Transport
Key:
Phase 1
Phase 2
Information only
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The response
EBS First was popular with all stakeholder groups
• Patients
• LAS management
• LAS and EBS staff
• Doctors
• Hospital bed managers
• etc
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In other words …
We got it right first Then we started to market it
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An integrated approach to marketing planning that encompasses the whole business as well as marketing strategy …
Product
Place
PricePromotion
Sales
Promotion
PRAdvertisingTelemarketingEventsExhibitionsPress conferencesNewslettersInternetInternal PR
Sales displaysSales policySakes techniquesSales training
IT consultancyApplications supportTechnical supportMaking sales
Strategy
Delivering the word
Making it work
Following it up
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Is my recipe for success