Transcript HS285: Marketing Management Class Three June 4, 2013 Beth

HS285: Marketing Management
Class Three
June 4, 2013
Beth Goldstein
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Today’s
Class
Master title style
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Chapters 12 – 14
Social Media Critique
American Well Case
W/S: 4.1 and 12.1
Guest Michael Hunter
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SOCIAL
MEDIA
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Click toMedia
Social
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Critique
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Class presentation: June 20
PPT due to me by 6pm on Wed, June 19
Uploaded on Latte
PPT should be <10 MB
Do NOT wait until the
last minute to do this!
Handout already
on Latte
Click toMedia
Social
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Critique
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Team assignment
20% of your grade
Critique a marketing/promotional piece that
Uses social media for a company that
provides similar services/products or
Fulfills a similar need
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Social
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Critique
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15 minute presentation – max
10 PowerPoint slides
Describe and show the media
Explain how it relates to the needs of its target
audience and recommend changes when
appropriate
Compare how this piece would work for your
own business
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You
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Describe the target audience
Explain hows the message correspond to
the needs of its target audience
Explain how the tool of social media works
for this company and why
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Must
include:
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What changes (if any) would you recommend
How has this piece influenced your thinking about
similar material for your own organization?
What would you do that is similar or different?
Provide an example
Rank this marketing campaign on a scale of 1 to
5 (1 is ineffective; 5 achieves goal).
Please discuss why your team gave the piece the
rating that you chose.
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Rank:
- 5 Master title style
BETH GOLDSTEIN SOCIAL MEDIA MARKETING CAMPAING CRITIQUE
FRANCISCA BARROS NOVEMBER 2011 BU
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HONEY BEES / ENVIRONMENTAL CONCERN
Haagen-Dazs was having problems. Share Market was being
threatened and consumers had little connection with the brand.
Out there was an alarming issue: in just 2 years 1/3 of HONEY BEES in
the US disappeared, and nobody knew. Colony Collapse Disorder
(CCD). Tens of billions of bees.
Honey Bees pollinate around 1/3 of the natural food we eat (fruits, nuts,
vegetables and seeds).
All the base of HD ice cream could be gone. 30 of 73 HD flavors are
natural ingredients.
HD took a Social-Environment crisis connected to them,
to build awareness to their brand and products.
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2008 HD LAUNCHED “HELP THE HONEY BEES”
Donation and organizations:
US$ 250,000 research.
Contest for Bees Heaven Garden at
Davis, web page for alumni.
Vanilla honey bee ice
cream, sales to the programs.
TV Commercial about
Bees pollution. Cross age target.
"Plant this page,
Save a bee”
flower-seed
paper print ads.
“HD Loves HB”
logo in the beedependent flavors.
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SOCIAL MEDIA MARKETING CAMPAING
Youtube
Facebook
Website
HD was very clever in the use of Social Media. Transforming an environmental
cause into something cool & trendy, delivered in a young language, so they get
involve and spread the buzz for bees everywhere.
· Hip Hop video: targeted to the youth segment (18-34). 2 M views in 2 weeks.
· Facebook Graffiti Contests: attract young to get involve.
· Interactive Website: info, how to help, store, create your own bee.
· Rapidly gain attention and was mentioned in the leading blogs, such as
Huntington Post, NYTimes, etc.
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IDEAS / CONCEPTS TO APPLY / CRITIQUE
Great & smart to get attention of your brand in an indirect way.
Customers can develop a greater emotional connection.
They create a global awareness by targeting each media to its
specific segment. (Magazine Ads-Martha Steward, Housewife’s, etc.).
That creates confusion between the different images & concepts.
Works great when there is an interaction of the whole campaign.
But separately the message got confused. The Hip-hop video alone
does not deliver the message clearly.
Support a local issue, like overweight. Focusing on eating healthy,
through an interactive campaign, enhancing cause + brand +
products awareness. Clear and unified message.
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EVALUATION / OVERALL
Visually appealing 5
Easy to Read and Understand
Offers enough information
3
4
Clearly communicates the product’s or service benefits
Interactive dialogue is encourage and supported
How well would this work for your company
How do you rate the overall effectiveness
4
5
4
5
http://www.youtube.com/user/helpthehoneybees
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Marketing
MasterInterview
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More details next week….but this is not a
FULL group project
Groups of 2 people should interview a
marketing director or the person responsible
for marketing at an organization
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4.1:
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RIGHT
Master
Opportunities
title style
How well do you understand the needs of
your customers?
What’s your competition look like?
Does your team have the expertise to build
and promote this?
How will this impact your chances of success?
ALL STILL ONBOARD??????
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12.1:
Testing
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Customer
title style
Knowledge
What’s your customers #1 priority in
transacting business with you?
What differentiates you from competitors?
What do prospects consider before they
purchase from you?
How do prospects learn about you?
Does price matter?
Dr.
Schoenberg
and IBMHealthcare
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American
Well
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Online Marketplace for Healthcare Delivery
Who shares the vision of the Founders (Roy &
Ido Schoenberg) that online care will
revolutionize healthcare delivery?
WHY?
Click Segment
Let’s
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the Markets
title style
• General UVP – Unique value proposition
• Quickly resolve medical questions
• Peace of mind
• Determine next steps (if any)
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ValuetoProposition
edit MasterBased
title style
on Age
• Who: Elderly, Mid-life, teens
• Elderly
• Transportation challenges, reduce frequency –
especially for chronic conditions
• Mid-life
• Time constraints, avoid postponement due
juggling career/family; stigma
• Teens
• Stigma, school constraints
Valueto
Proposition
Based
Location
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edit Master
titleon
style
• Who: Reside in Rural area; Tourists
• Rural
• Decrease travel, obtain second opinion from
specialist
• Tourists
• Lack of access to experts who speak your
language; avoid emergency room in foreign
place
Other
Groups
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• Who: Chronic patients, Uninsured
• Chronic
• Avoid multiple visits; able to input data and send
to medical expert
• Uninsured
• Provide a venue other than emergency room to
get advice; avoid serious complications due to
postponement of treatment
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Selling
edittoMaster
Doctors
title&style
Insurors
How would you sell this to
a physician?
Insurance company?
Individual who doesn’t
have insurance?
ClickValue
AW:
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Master titlefor
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Doctors
• Flexibility
• Additional/alternate revenue stream
• Cost savings
• No overhead, management headaches
• Better manage patient needs
• How much would an MD earn if this was
her full-time job
Value
Prop.
Health Insurance
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edit– Master
title styleCo’s
Cost savings
Revenue generation
Access to new members
Competitive position
Image building – cutting edge
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Risks
Associated
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with
titleService
style
Physician Self Selection
Underuse – lack of interest/confidence
Overuse – use more than predicted
Other???
Challenge
of Physician
Selfstyle
-Selection
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Master title
Only new MD’s join with limited
experience
Retired
physicians – on
top of latest
research and best
practices?
Underutilized doctors….why???
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Underuse
Requires behavior change
Perception of value is unknown
Isn’t their trusted physician
What if they are told – go see your doctor
Costs
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Risks
ofedit
Overuse
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People are getting used to going online to
seek medical info (WebMD)
Behavioral changes – We want it now,
custom, convenient, be able to multi-task
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Managing
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use
style
Education about appropriate use
Education about value gained
Incentives and co-pay
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Selecting
a Target
MasterMarket
title style
Challenge of targeting insurers
Insurers must have proper incentive to market
to their patients, physicians and employers
Insurers must price properly to obtain
appropriate usage
AW mandates upfront fees and fees for
addressable life
Motivates them
Fear they are leaving money on the table
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Challenges
Master
Directtitle
to Consumer
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HICs are aggregators
Buildings a physician
and patient network is
no small task
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Competition
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Competition
Choice of
Physician
Immediacy of Care
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Competition
Level of
Expertise
Convenient
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Decision
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Time:
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Newtitle
Product
style
What value does “Team Edition” create?
What barriers exist to its adoption?
Time?
Relationship with unknown specialists?
Friction with patients?
How billed?
How and to whom would you market it?
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Decision
Time:
Master
Newtitle
Market
style
Delivery networks (hospitals)
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Decision
Time:
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Newtitle
Market
style
Retail Clinics
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Decision
Time:
Master
Newtitle
Market
style
Pharmacies
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American
Well
Master
Recommendation
title style
What would you recommend as a
marketing consultant to AW?
Pursue next-generation options
New Product
New Market(s)
Stick to the core platform with core market?
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What
happened
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Decided to roll out Team Edition (BCBS
Hawaii adopted)
Pursued pharmacies – Rite Aid deal
Conduct online consults with pharmacists
Click Class
Next
to editAssignment:
Master title style
June 6
Case: Canadian Blood Services
Review Marketing Director Interview
Assignment Reviewed
In Class Activities:
Prepare/present Elevator Pitch for your
company
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Special
Guest
Master
Speaker
title style
Welcome: Michael Hunter,
Undersecretary for Business
Development, Commonwealth
of Massachusetts
Heller alum