The view from the frontline

Steven WibberleyBritish Lung Foundation

© British Lung Foundation 2012 www.blf.org.uk

About us…

© British Lung Foundation 2012 www.blf.org.uk

Support

© British Lung Foundation 2012 www.blf.org.uk

Research

© British Lung Foundation 2012 www.blf.org.uk

Campaigns

© British Lung Foundation 2012 www.blf.org.uk

• Established a trading company – BLF Services:

• Income of around £220,000 per year

• Two main product lines..

Our trading company

© British Lung Foundation 2012 www.blf.org.uk

Self management publications

© British Lung Foundation 2012 www.blf.org.uk

Campaigns and events

© British Lung Foundation 2012 www.blf.org.uk

Money…

Priorities…

Change…

Culture…

Challenges selling to the NHS

© British Lung Foundation 2012 www.blf.org.uk

This isn’t…

© British Lung Foundation 2012 www.blf.org.uk

Purpose

Product

People

Policy

Promotion

Price

Going back to basics

© British Lung Foundation 2012 www.blf.org.uk

• Why are we doing this?• Relationship with charitable activity• To make money or to deliver services?

Purpose

© British Lung Foundation 2012 www.blf.org.uk

Product – a new development process

Ideas Develop Concept

Market strategy

Market testing

Marcomms and

Launch

© British Lung Foundation 2012 www.blf.org.uk

• Who are (could be) our customers?• Historic purchasing• Their needs• Their budgets• Purchasers and beneficiaries

People – understanding our customers

© British Lung Foundation 2012 www.blf.org.uk

Policy – use as a lever

© British Lung Foundation 2012 www.blf.org.uk

• Segmented, multichannel strategy• Good evaluation and monitoring• Build on word of mouth• Challenge of general practice

Promotion

© British Lung Foundation 2012 www.blf.org.uk

• Understand our costs• How price sensitive is the market?• …but we are a charity

Price

© British Lung Foundation 2012 www.blf.org.uk

Purpose

Product

People

Policy

Promotion

Price

Going back to basics

Steven Wibberleysteven.wibberley@blf.org.uk

@stevenwib