ANA B2B Committee Meeting

Building Brand Awareness in the Healthcare IndustryLaura RamosVP, Enterprise Industry Marketing

Xerox CorporationAugust 23, 2012

© 2012 Xerox Corporation. All rights reserved. Xerox ｮ , Xerox and design ｮ and Ready For Real Business are trademarks of Xerox Corporation in the United States and/or other countries.

Xerox today

With sales of more than $22 billion, Xerox is the world’s leading enterprise for business process and document management

• Acquired Affiliated Computer Services (ACS) in Feb 2010• Services represent approx. ½ of overall business• ~140,000 employees worldwide• 10,700+ patents• HQ: Norwalk, Connecticut• CEO: Ursula Burns

Successful marketing of services depends on evolving the brand from its technology legacy

What happens when you are no longer…?

• Xerox the Document company

• Evolve the brand to technology-led, services driven• Retain value of our shared history• Share story about how solve customer problems,

not simply sell

Ready for Real Business ™

Our communications platform

Ready for Real Business™ focuses on customers

Affiliation Advertising

Through traditional and online channels

Source: http://www.youtube.com/watch?v=e6reT9Ux_gI

http://www.youtube.com/watch?v=e6reT9Ux_gI

Interact and explore Real Business Live

Please visit: http://www.realbusiness.com/#/ready-for-business

“A World Made Simpler…by Xerox”

http://www.xerox.com/about-xerox/videos/anthem_hero_video/enus.html

Results

• #57 on Interbrand Best Global Brand study– “Liked” brand, trusted leader

• Measurable increase in brand value since launching Ready for Real Business

• Statistically significant increases in unaided awareness, consideration and likely-to-recommend for BPO*– Double digit increases in positive responses to “does

Xerox offer services and solutions?” when questioning those who see messages

* Source: Millward Brown study of 1000+ C-level /senior IT in large companies.

Quick Quiz

$2.5 trillion in 2009

17.6% of US GDP

49 million

ICD-10

HIPAA

MMA

HITECH - ARRA

PPACA

Sources: McKinsey, “Accounting for the cost of U.S. health care: Pre-reform trends and impact of the recession” Dec 2011US Census Bureau: Http://www.census.gov/hhes/www/hlthins/data/historical/HIB_tables.html

Xerox in health care – early 2011

• Low awareness and consideration in healthcare• Lacked consistent, relevant message• Limited integration and leverage

“Freedom to Care”

Foundational elements

Awareness research, interviews, summarized findings

Integrated message map

Overview materials

Pro forma marcom plan

“Freedom to Care” in action - TEDMED

ProgramAdvertisement

Partner visibility on TEDMED.com

Gift Redemption

Commemorative

TEDMED media coverage

Paid and earned social media around TEDMED

Primary business line program elements

Example LOB awareness and demand generation

“Freedom to Care” in action – MESC 2012

Results

• Uptick in healthcare provider business revenue• Significant increase in industry rankings• 100s of new accounts, increased pipeline• Two major new state wins for MMI• 100% “buy again” indications in nearly every category we serve• Doubled -- and in some places tripled -- healthcare website traffic

• NEXT: Revisit brand/consideration study

Lessons Learned

• Evolving the brand is a years-long process• New platform puts Xerox focus on our clients:

– What’s important to their core business– What’s important to their customers

• Brand discipline takes consistent effort, investment, repetitive communication

• Cross-business line collaboration is key• Digital technologies help to speed up the process

Q&A

Thank you!

[email protected]

Twitter: @lauraramos

www.b2bmarketingpost.com

ANA B2B Committee Meeting

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