Introduction to Integrated Marketing Solutions (IMS)

Integrated Marketing Solutions Introduction

Solutions That Ignite Brand Performance

IMS is a Seasoned Team of Solutionists...

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Code-breakers, relentless in the pursuit of insights that matter

Catalysts, skilled in cultivating interactions that help people to see the big picture, connect the dots and push thinking to new places

Business thinkers, bringing discipline, order and process

Design thinkers that help brands connect, delight, inspire and grow

Results oriented, helping clients make the pivot from insight to action

What Clients Ask Us to Solve

Help us design a plan to deal with increased payor

influence and ACOs.

Help us inspire and equip our people to

deliver a better customer

experience.

Help us embed an integrated planning discipline across our

organization.

We need to analyze competitive response scenarios for a major

new player.

Help us improve execution across the

organization.

Help us reinvent our brand, recharge our

team and regain share.

Help us develop a commecial strategy in a TA where we

have little experience.

We need someone with deep experience to help us develop a

solid BD plan.

We need a partner to help us plan and execute the first

major product launch in decades.

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Who We Serve: Selected Clients Health Care Consumer

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What We Do & How We Work Solutionist Services

Solutionist Services


IMS brings proven methods and deep expertise to help clients tackle challenges in key areas essential to performance. We help you simplify the process of developing solutions that matter.

Strategy


Services Outcomes

Brand Foundation

We help brands to sharply define the benefits that are most relevant to consumers, most distinctive, and authentic.

•  Ownable, differentiated positioning

Brand Strategy Development

We help brands define strategies that deliver the brand experience at the most relevant touchpoints.

•  Brand promise delivered

Organization Alignment

We help brands ensure that their strategies are owned across functions, so that the entire organization is ready to execute.

•  Execution excellence

We help clients see their customers with fresh eyes, competitors with greater clarity and themselves more objectively.

Activation


Services Outcomes

Communication Planning & Execution

We help brands prioritize traditional and on-line tactics and craft messaging to open conversations that connect, inspire and influence human behavior.

•  More Brand Advocates

Channel & Customer Planning

We help articulate channel strategies and develop customer-relevant programs that achieve results.

•  Stronger Customer Engagement & Performance

Metrics Definition We help marketers define relevant metrics to track results, course correct and understand the drivers of performance.

•  Improved ROI •  Accelerated learning

We help clients navigate the complex landscape to deliver their promise where and to connect with the right customer in the right way.

Sales & Marketing Transformation


Services Outcomes

Assessment We help leaders assess organization readiness to deliver the brand at every touch point .

•  Clarity about organization drivers and barriers

Training We build sales and marketing capability through customized training that enables marketers and sales teams to elevate their game.

•  Marketing and Sales Teams with world-class disciplines

Change Management

We help Senior Leaders define and implement change management plans that align, inspire and mobilize people to act.

•  Inspired Teams •  Accelerated

Performance

We help clients mobilize their people to live the brand’s promise with confidence.

Advisory Services


We provide insights and guidance to help senior management navigate the complexities in today’s business climate and address major challenges. Our focus is to develop innovative solutions to ignite brand performance.

•  Executive-level program management •  Competitive response scenario development •  Strategic presentation development (board, customer, internal

stakeholders) •  Key meeting/event design and execution

How We Work The way we work allows us to tailor our approach to the unique needs of every client:


Understand your business - customers, company, channels, climate, competition

Organize the challenges – we create order and clarity from complexity

Orchestrate the best approach to solve each challenge

Define a sustainable solution that is both innovative and pragmatic

Provide implementation support – we stick with you

Our Process Strategy & Organization Transformation

Our Process


Situation Assessment •  Research & Insight Mining •  Brand Foundation Validation •  Sustainable Advantage Definition •  Cross-Functional Collaboration Strategy Development •  Business & Marketing Objectives Alignment •  Target Definition & Prioritization •  Challenge Definition •  Key Strategy & Initiative Definition Solution Design •  Message Development •  Channel Planning •  Tactical Planning •  Creative Development •  Global & Cross Functional Coordination Execution & Measurement •  Tactical Execution •  Metrics Monitoring •  Learning & Refinement •  Prospective Research

Organization Transformation Process


Discovery •  Clarify the Vision, Strategy & Values •  Requirements Definition •  Governing Coalition •  Readiness Assessment

Solution Design •  Employer Brand Definition •  Transformation Blueprint

•  Structure •  Process •  People & Jobs •  Skills

Mobilize & Inspire •  Change Implementation Plan •  Transformation Story •  Enlistment Experience Design •  Internal Communication Plan

Master & Measure •  Training & Development •  Metrics Monitoring •  Learning & Refinement

Case Studies Strategic Initiative Experience

Integrated Commercial Planning Deployment


Help us embed an integrated planning

discipline across our organization? Challenge:

•  Poor and inconsistent communication •  No clear process or deadlines…and what process existed changed yearly •  Cross-functional teams not being leveraged or engaged •  Strategy, initiatives, tactics and budgets reviewed by leadership at the end of the planning cycle allowing little

input along the development path

Solution: Develop and deploy an annual integrated planning framework to: •  Improve the efficiency and consistency of the commercial organization planning process

•  Best application of resources and investment •  Expand communications and process connections across business units and other functional groups within the

organization •  Link marketing strategies to business objectives with measured outcomes •  Advance marketing strategies that are centered on the Customer and Consumer

Results: •  Year 1 planning savings of more than $2.5 million •  Reduced re-planning by 75% •  Common planning language instituted across the entire organization •  Cross-functional collaboration now a norm •  Leadership now involved at key stages of planning for input, feedback and course

corrections before final plan is submitted

Therapeutic Area Strategy •  Challenge:

–  Two existing pipeline assets –  No existing clinical or commercial expertise in the TA

•  Solution: –  Existing treatment landscape and interconnections analysis –  High level valuation of segments including competitive pressure –  Evaluation of existing personnel inventory relative to new TA

•  Results: –  Preferred disease state targets –  BD acquisition targets –  R&D gaps –  Commercial evolution over time


Help us develop a TA strategy in an area where we have little

experience.

Brand Transformation


Print Advertising Endemic and Non-Endemic

1

Online Microsite Nursery Contest Advertising WOM SEO/SEM

2

5 Shopper Marketing In Store / On Shelf National FSI Print Advertising Online Advertising Outdoor

3

CRM Strong Moms Direct Mail E-Mail

4

HCP Direct-to-Patient Marketing (OB, Hospital, Ped)

6

Overview: Multi-tiered, integrated campaign to launch the first packaging and product innovation for infant formula in over 50 years. Target Audiences: Pediatricians, OB/GYNs, Hospital Administrators, Pediatric Nurses, Perinatal Health Educators, Lactation Specialist/Consultants, Registered Dietitians and Consumers Results: Moved from #2 to #1 infant formula brand

Public Relations Editor Event Consumer Event Short / Long Lead Editors Nursery Contest Nursery Tips

We need a partner to help us plan and execute the first

major product launch in decades.

Case Studies Single Assignment Experience

When the meeting experience must be “just right”… •  Challenge: Fill 200+ seats at an educational event,

as well as position the UIC College of Medicine as a leader in flu pandemic preparedness.

•  Target Audience: Business owners and human

resources professionals.

•  Solution: IMS implemented a two-phased approach to promote the conference. The first phase included development of a compelling theme and collateral that immediately attracted business and HR professionals. The theme and consistent design style was utilized in the Web site design, e-mail blast template, brochures, posters and other promotional materials. Phase two included targeting local media and business trades with a media alert, press release and follow-up pitch calls. The goal: to position this conference and UIC College of Medicine as "ahead of the curve" in flu pandemic preparedness. The result: the event was “maxed out” and considerable media pickup was sustained following the event.


When brand execution is required quickly… •  Challenge: Engage global leadership teams in

quickly preparing for potential outcomes of pivotal research.

•  Target Audience: Country sales managers, key

country management and staff. •  Solution: IMS created a communications platform

to educate and motivate target audiences. A series of newsletters containing key debriefs on potential strategies presented in an easy-to-read broadsheet format were presented with topic-based premiums. IMS created an engaging editorial mix from technical papers, as well as designed the newsletters, custom tube packaging, and premium items. The program proved invaluable in preparing teams with appropriate media and sales strategy. The client was able to respond in a proactive, unilateral manner as soon as the research study results were released.


When there is just more work than time or workers… •  The work that lab professionals perform

is crucial, yet can be unacknowledged. The need for new lab professionals is increasing, but the number of those entering the field is not.

•  Challenge: How do you develop and grow a community to recognize and celebrate the vital contributions of lab professionals around the world with no internal bandwidth to do so?

•  Target Audience: Lab managers and professionals around the world.

•  Solution: IMS took the reins and steered this program toward great success as a key program strategy consultant, team integrator, digital developer and operations manager. Labs Are Vital, and the primary communications vehicle for the program, LabsAreVital.com, has seen monthly site visits grow from an average of 5,000 per month to more than 100,000 per month.


“Coming together is the beginning, keeping together is the process, working together is success.” - Henry Ford

Thank You.

Integrated Marketing Solutions 400 West Liberty Street Wheaton, IL 60187 Phone: 312-242-4700 Email: [email protected] www.imschicago.com

Introduction to Integrated Marketing Solutions (IMS)

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