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Segue  :brand story and toolkit,[object Object],Innovation Lab,[object Object],Inspiring game-changing ideas,[object Object]
POP QUIZ,[object Object],What companies do you think of as innovative?(no wrong answer!),[object Object]
Facebook,[object Object],Amazon,[object Object],Apple,[object Object],Google,[object Object],Huawei,[object Object],First Solar,[object Object],PG&E,[object Object],Novartis,[object Object],Walmart,[object Object],HP,[object Object],Hulu,[object Object],Netflix,[object Object],Nike,[object Object],Intel,[object Object],Spotify,[object Object],BYD,[object Object],Cisco,[object Object],IBM,[object Object],GE,[object Object],Disney,[object Object],The world’s most innovative companies have one thing in common.,[object Object]
Innovation for Healthcare Marketing
They know innovationcan come from anywhereNot just from special people in special rooms,[object Object]
Innovation can’t be created by              any one person or discipline,[object Object],INNOVATION,[object Object],is the laying, incubation and hatching of that egg,[object Object],INVENTION,[object Object],is the laying of the egg,[object Object]
Segue  :brand story and toolkit,[object Object],Meet us.,[object Object],iQ, the digital lab of GSW Worldwide,[object Object]
Across GSW’s,[object Object],                          global network, hundreds of digital specialists solve client problems with imagination, insight and – ultimately – innovation. Often their ideas point not just to solutions, but to new opportunities. ,[object Object]
   That’s where iQ comes in,[object Object],“,[object Object],We're a lab where digital experimentation becomes marketing innovation. ,[object Object]
iQ’s mission is,[object Object],to bring bold, break-through innovations to our clients in fast-changing areas like mobile, social and tablet computing. Through big ideas, tangible prototypes and easy-to-share concepts, we bring new kinds of competitive advantage to healthcare marketing. ,[object Object]
We share our ideas in three ways:,[object Object],Every quarter we rapid prototype some of our best new ideas into tangible examples of what could change healthcare marketing,[object Object],Innovation theaters,[object Object],New products and services,[object Object],Once an innovation is proven and piloted, we help make it turnkey so that getting started is just a phone call away,[object Object],Workshops and thought leadership,[object Object],We share our perspectives on what’s next and why it matters in our blog, research and 101 technology sessions,[object Object]
Segue  :brand story and toolkit,[object Object],Why innovation matters,[object Object],The creative imperative,[object Object]
	Why innovate?,[object Object]
“,[object Object],No matter what anybody else tells you: corporations achieve competitive advantage through acts of innovation. PETER DRUCKER ,[object Object]
+,[object Object],Innovation helps us combat the four growing problems that sap the hard-won advantages we have today,[object Object],SETH AND LEIGH,[object Object]
	1. The India Problem.Or: How to compete 			against a billion people,[object Object]
15%,[object Object],If just 15% of its population is talented, ambitious, college-educated,[object Object],That’s more than the entire population of the 2nd largest economy,[object Object],It’s larger than the working population of the world’s largest economy,[object Object],If 85% of India is left behind, they will still have more talented, ambitious, upper class citizens than the U.S. has workers,[object Object]
2. Race to the Price Bottom.Or: A bigger problem than India,[object Object]
Any task that is routine can be outsourced,[object Object],>,[object Object],and many can be automated,[object Object]
Innovation for Healthcare Marketing
	3. The Abundance Problem.Or: Selling in an age of comfort,[object Object]
98%,[object Object],Of American households have a color television – this despite a persistent 13% - 17% poverty rate.,[object Object],88%,[object Object],Have cell phones - each one holding more computing power than existed in the world when my grandparents were my age.,[object Object]
Enter: The,[object Object]
2 million,[object Object],Number sold in the first 60 days:,[object Object],Number of people who knew they were missing one 6 months ago:,[object Object],zero,[object Object]
4. More incremental change.Or: continuous cannibalization,[object Object]
“,[object Object],When man or nature or Gillette has not yet found a good solution to a problem, we tend to stick closely to whatever looks even marginally plausible ADAM GOPNIK,[object Object]
Introducing: that 5th blade you’ve always wanted,[object Object],(But still no whole new way to ,[object Object],eliminate unwanted hair),[object Object]
Overcoming these challenges,[object Object],                                                 to create growth takes artistic, cognitive skill. Bold, innovative acts.  Today, value is created when we give people something they always needed, but never knew to ask for.,[object Object]
Segue  :brand story and toolkit,[object Object],Innovation in practice,[object Object],How 8 companies are actively fostering innovation,[object Object]
1,[object Object],At Microsoft, the gamers build the gamesBlur the line between us and them,[object Object],[object Object]
They want every employee to have a gut-level intuition for the people who buy their products
So they hire them. Hardcore gamers developed their first console
Those gamers successfully navigated the tradeoffs and compromises of the development process to create a system people like them would want to play
“The big difference between Xbox and Zune was the customer target. With Zune, we didn’t know who we were building it for. With Xbox, we knew those guys. Hell, we were those guys.”— Xbox team member“,[object Object]
2,[object Object],Atlassian sponsors FedEx daysMake time for innovation,[object Object],[object Object]
They just have to show the results to the rest of the company at the end of 24 hours
They call these "FedEx days," because you have to deliver something overnight
That one day of intense creation has produced a whole array of software fixes, ideas for new products, and upgrades for existing products.,[object Object]
Their mission: a covert one to find out what life in the stores was really like
The real moment of innovation:When their boss elevated their work
What they created was the now famous: Blue Shirt Nation, an internal communications platform that generates thousands of conversations across the company
The result, more information, more issues, more solutions, more ideas, more impact — and a corporate culture that is beginning to appreciate that buy-in brings out the best in employees,[object Object]
Twenty years after the Exxon Valdez oil spill, there was still a lot of oil on the ocean floor
After decades of working on the problem, Exxon decided to look outside its walls for help. Not to another consultant or expert, but to the crowd
Within 24 hours, an Illinois chemist from the concrete industry realized he knew the answer. He faxed in the answer and a day later was talking with the people who – with him – could restore the ocean floor,[object Object]
Redgate’s sales team was compensated on a typical commission structure
It wasn’t working for anyone – sales people gamed it; execs micromanaged it
One of the founders had the radical idea of getting rid of it and just paying people a fair wage
Each sales leader liked it, but said the others wouldn’t go for it
In the end – everyone wanted the same thing, but no one wanted to be the one to ask
Sales, collaboration and morale have all gone up since the change,[object Object]
The idea for Didget came from a parent (Paul Wessel) of a child with diabetes
Paul’s son was constantly losing his blood glucose meter, he could always find his Game Boy
That insight led him to create a device that would help his son manage his diabetes
A first-of-its-kind blood glucose meter that connects directly to Nintendo DS™ gaming systems to help kids manage their diabetes by rewarding them for consistent testing habits,[object Object]
Through a partnership with National Comprehensive Cancer Network (NCCN) she was able to host a private community on Communispace
There, they listened while the members talked about how they made their decisions about where to receive care
The answers changed their marketing. From patient-focused to primary-care physician focused. From print to search-rich online.
They also made marketing a go-to resource to execs and docs alike,[object Object]
Its ill-fated RockYourRefund campaign tried to combine tax-filing drudgery with hip-hop style
Learnings from the flop entirely changed the way Intiutmarkets to 20-somethings
The case was profiled in one of their "When Learning Hurts” sessions and received an award from the CEO for being a learn-worthy flop,[object Object]
WHERE WE LOOK,[object Object],Innovation happens at the intersection of insight and invention,[object Object],Consumer,[object Object],Culture,[object Object],Category,[object Object],Company,[object Object]
WE START WITHA multidisciplinary team of collaborators,[object Object],Dedicated lab resources with healthcare experience and technology know how:,[object Object],PLANNERS,[object Object],STRATEGISTS,[object Object],DESIGNERS,[object Object],ENGINEERS,[object Object]
WE ASK OURSELVESWhat new kinds of opportunities can technology create for healthcare marketing?,[object Object],We follow a repeatable process in search of new kinds of competitive advantage:,[object Object],EXPLORE,[object Object],New technologies and trends,[object Object],CONCEPT,[object Object],Prototype new products and services,[object Object],CHALLENGE,[object Object],How every concept works and adds value,[object Object],SHARE,[object Object],The best ideas with our peers and clients,[object Object]
What makes all the difference?,[object Object],STIMULUS,[object Object],(It turns a brainstorm into a strategy session),[object Object]
What makes all the difference?,[object Object],STIMULUS,[object Object],SPECIFIC PROBLEM,[object Object],NEW EXPERIENCE,[object Object],UNApPLIEDTOOL OR IDEACUSTOMER PERSPECTIVE,[object Object],GREAT EXAMPle,[object Object],OUT-oF-CATEGORY TOOLS,[object Object],COMPETITIVE CHANGE,[object Object]
1,[object Object],Start with the ideal solution,[object Object],(and don’t back down),[object Object],STIMULUS,[object Object]
Too much innovating,[object Object],Thousands of sales reps at a global pharma company had the shared the same problem:,[object Object],Since they started carrying tablets, every product brand had developed great new applications and tools for them,[object Object], ,[object Object],Unfortunately, those cool tools also created some challenges:,[object Object], ,[object Object],[object Object]
Competing platforms
Slow, impersonal presentations ,[object Object],Bottom line: they couldn’t run their sales calls effectively,[object Object]
So we asked:Shouldn’t it all work on one seamless system? ,[object Object]
turning content into conversation,[object Object]
It’s harder than ever,[object Object],                                  for sales reps to connect with prescribers,[object Object],Last year, the number of docs who would see most reps dropped significantly and the number who refused to see most reps increased by half. That means 8 million planned sales calls were nearly impossible to complete.,[object Object],Rep-Inaccessible docs,[object Object],Rep-accessible docs,[object Object],50%,[object Object],20%,[object Object],AccessMonitor™, a report from global consulting firm ZS Associates, 5/2010,[object Object]
Too much innovating,[object Object],Thousands of sales reps at a global pharma company had the shared the same problem:,[object Object],Since they started carrying tablets, every product brand had developed great new applications and tools for them,[object Object], ,[object Object],Unfortunately, those cool tools and platforms also created some challenges:,[object Object],[object Object]
 Competing platforms
 Slow, impersonal presentations
 Costly investment
 Cumbersome Implementation
 Proprietary technologies
 inflexible formatsBottom line: they couldn’t run their sales calls effectively,[object Object]
One reason: physicians don’t get the value they want out of most sales calls,[object Object],Impersonal, irrelevant presentations,[object Object],Inflexible, slow moving systems and tools,[object Object],Unresponsive, locked down storytelling,[object Object]
That’s where                 comes in,[object Object],Segue is a simple, effective content delivery system that,[object Object],INTO,[object Object],powerful, personal conversations,[object Object],TURNS,[object Object],secure brand content,[object Object]
Innovation for Healthcare Marketing

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Innovation for Healthcare Marketing

Notas del editor

  1. No bean bags
  2. We tend to think creativity is about special peopleWho wear baseball caps upside downAnd work at R&D labsOr in special rooms painted different colors, with maybe bean bag chairsTheir innovations are funneled into a pipeline that takes the ideas to the customersWho can decide if they want it or notBut that’s not the way real change happensThe next best idea that can and will change your company, can come from anywhere
  3. We like to think that invention is a moment of creationA moment of birthThe truth is that most creativity is cumulative and collaborativeLike wikipedia it develops over a long period of time
  4. 12 million$500 >> $50
  5. If you want to find the big new ideas, it’s difficult to find them in main street markets in big organizationsDo you go into your board and say – I’ve got a fantastic idea for a totally new product in a marginal market with consumers we’ve never dealt with before – and it might not work, but if it does, the payoff will be hugeNo, what you say is I’ve got an idea for an incremental innovation to an existing product that we sell through existing channels to existing consumers with this guaranteed return.  
  6. •Microsoft began developing Xbox at a time when gamers were mad•The new PlayStation had changed the industry – erasing everything they new about creating games
  7. They established a commission structure. The sales reps figured out how to game that system by pushing sales into the time period most advantageous for them, by underselling one month to show a bigger gain the following month, and so on. All the natural human response.So, the management made the commissions more complex. The sales reps figured it out again. They made it more complex… you get the idea. Eventually, both the management team and the sales force seemed more focused on the compensation system than on making great software and selling it to customers who needed it.Neil Davidson, one of the founders, approached his sales team with the bizarre idea of getting rid fo sales commissions altogether and simply paying people a healthy flat salary. The response surprised him. The salespeople thought the move was a good one, but that other salespeople wouldn’t.Pink said, Davidson explained it to Tom [not his real name] who said, “It sounds like a really good idea. But James would never like it. Remove the commission and he’ll leave.” James said, “Sounds great. But it will never work with Tom.”Not only were commissioned sales not leading to better performance, it wasn’t even the arrangement salespeople themselves preferred.In the absence of commissions, Red Gate’s total sales have increased. And while two salespeople left the company – uncomfortable with the new regime – most stayed and are thriving – including our heroes Tom and James.
  8. If I were to ask you what kind of coffee you like, most of you would say – a rich, hearty roast. I like a rich, hearty roast.But, research shows, only 25-27% of you really like a rich, hearty roastMost of you like weak, milky coffeeThe mind cannot say what the mouth desiresWe’re not great reporters of our own motivationsThat’s why listening becomes so important
  9. The siteoffered young people discounts to travel site Expedia Inc. (EXPE ) and retailer Best Buy Co. (BBY ) and the ability to deposit tax refunds directly into prepaid Visa cards issued by hip-hop mogul Russell Simmons."We did very few returns" through the site, says Rick Jensen, vice-president for product management at Intuit's consumer tax group. "It was almost a rounding error." Through a postmortem process, the team that developed the campaign documented its insights, such as the fact that Gen Yers don't visit destination Web sites that feel too much like advertising.
  10. If you want to find the big new ideas, it’s difficult to find them in main street markets in big organizationsDo you go into your board and say – I’ve got a fantastic idea for a totally new product in a marginal market with consumers we’ve never dealt with before – and it might not work, but if it does, the payoff will be hugeNo, what you say is I’ve got an idea for an incremental innovation to an existing product that we sell through existing channels to existing consumers with this guaranteed return.  
  11. If you want to find the big new ideas, it’s difficult to find them in main street markets in big organizationsDo you go into your board and say – I’ve got a fantastic idea for a totally new product in a marginal market with consumers we’ve never dealt with before – and it might not work, but if it does, the payoff will be hugeNo, what you say is I’ve got an idea for an incremental innovation to an existing product that we sell through existing channels to existing consumers with this guaranteed return.  
  12. If you want to find the big new ideas, it’s difficult to find them in main street markets in big organizationsDo you go into your board and say – I’ve got a fantastic idea for a totally new product in a marginal market with consumers we’ve never dealt with before – and it might not work, but if it does, the payoff will be hugeNo, what you say is I’ve got an idea for an incremental innovation to an existing product that we sell through existing channels to existing consumers with this guaranteed return.  
  13. (Need to add in that – say your role piece here in the voiceover)