Competitive Markets. Frontline Source: Frontline, Reproduced with permission.
The view from the frontline - achieving success and improving patient/public outcomes through...
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The view from the frontline Steven Wibberley British Lung Foundation
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Steven Wibberley - director, BLF Services, British Lung Foundation Changing the game: positioning your charity to succeed in the new health service market conference www.charitycomms.org.uk/events
Transcript of The view from the frontline - achieving success and improving patient/public outcomes through...
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
