Abbott Point of Care
Marketing Managers
New Market Research Capability
SLIDE #1
(APOC HISTORIC TOP LINE GROWTH CHART)
DIALOGUE:
In recent years our company has been enjoying explosive growth. One important growth factor has been your emphasis on both quantitative and qualitative research to support key strategic and tactical decisions.
SLIDE #2
(# OF RESEARCH REQUESTS CHARTED OVER 24 MONTHS)
DIALOGUE:
As you can see, our top line growth has been accompanied by an increased demand for actionable information. The marketing department began to realize that our content management system, process, policies, infrastructure and training were not up to the job. Therefore, we set out to consolidate all our market research into one useable database that you can easily access and utilize efficiently.
SLIDE #3
(GRAPHIC OF MULTIPLE MARKET RESEARCH INPUTS BEING CONSOLIDATED INTO APOC LIBRARY)
DIALOGUE:
Today, I am pleased to announce that we have taken an information giant step forward to make your job more intuitive, efficient and professional. We have finally compiled and organized nearly all the market research our organization now owns into the new APOC Market Research Library. Our new proprietary library is a database that houses APOC owned primary and secondary market research on the micro and macro environment.
SLIDE #4
(GRAPHIC OF APOC MARKET RESEARCH LIBRARY LOADING ONTO SFDC AND BEING ACCESSED OUT BY MARKETING MANAGERS)
DIALOGUE:
The APOC Market Research Library will be housed on SFDC, our most sophisticated search engine. You are all familiar with it and will be pleasantly surprised by the intuitive ease of the storage and sourcing logic you will be using.
SLIDE #5
(GRAPHIC DEPICTING THE VARIETY OF TIER-ONE -INFO IN THE APOC LIBRARY)
DIALOGUE:
For example, our market research library has information about APOC and its rivals such as Siemens, Alere and Roche. In addition, it contains information about 2nd and 3rd tier POC companies such as Mitsubishi and ITC.
SLIDE #6
(GRAPHIC OF LABELED INFO TUMBLING OUT OF A COMPUTER)
DIALOGUE:
Or maybe you want to know about companies that specialize in Hematology such as Burnet Institute or coagulation such as Microvisk or Nova Nordisk.
SLIDE #7
(GRAPHICS DEPICTING VARIOUS CARE CENTERS)
DIALOGUE:
You can also find information about our DLH and POL customers. You might need information on the long term care, urgent care, government or assisted living markets. We even cover international customers in developed and emerging markets.
SLIDE #8
(APOC PRODUCT GRAPHICS)
DIALOGUE:
All of the metrics relating to our products, services, pricing and promotions are available in our library as well.
SLIDE #9
(GRAPHIC DEPICTING OTHER INFORMATION SOURCES)
DIALOGUE:
In addition to our own proprietary data, the new APOC Market Research Library compiles and consolidates information from the many reputable sources we have associated with over the years. We have secondary research reports from Kalorama, Trimark, The World Health Organization, the US Department of Health, Global Data, Information Dynamics, Horizon and consultants like McKinsey, Outsource Research Consulting and the Marke Tech Group.
SLIDE #10
(GRAPHIC OF MARKETING MANAGERS WITH MICRO QUESTION MARKS OVER THEIR HEADS)
DIALOGUE:
When designing this comprehensive data base, we realized that the information and analysis you require is often more extensive than our in house data library may contain. Often you send us queries that combine a complex of macro and micro factors.
My interviews with some of you have revealed that you might be considering micro environment actors close to the company like rivals, products/services, customers, or market intermediaries that might combine to form our value delivery network, or affect our ability to serve our customers.
SLIDE #11
(GRAPHIC OF MARKETING MANAGERS WITH MACRO QUESTION MARKS OVER THEIR HEADS)
DIALOGUE:
The larger societal forces that affect our micro environment such as shares technology, economic/healthcare reimbursement, demographic, geographic, regulatory and cultural trends make up the macro environment you need to clearly understand, and we need to have at your fingertips.
If you want to know more about the US POCT market and major trends and market drivers, the Affordable Care Act and its challenges, reimbursement for manufacturers, changing guidelines for attaining a CLIA waiver, EMR systems expansion and how it's changing the industry, we can now deliver this information quickly and efficiently.
SLIDE #12
(TRIANGLE GRAPHIC DEPICTING THE INTERACTION BETWEEN THE APOC MARKET RESEARCH LIBRARY, KALORAMA AND THOMPSON REUTERS)
DIALOGUE:
Upstream marketing primarily uses 3 databases that have information about the micro and macro POC market. I have already described our new APOC Market Research Library database.
Kalorama is, of course, an industry leading market research provider that houses macro and micro secondary market research reports in pharmaceuticals, biotechnology, medical devices and diagnostics. It's been around for more than 30 years and is best used to understand the big picture POC trends.
It also has fantastic information about the WW IVD market. You can go here to get an overview of the POC market, major trends, drivers and information on spaces where we have products such as cardiac markers, blood gases, and hematology.
You can learn more about US and International healthcare reimbursement and the future outlook on the POC marketplace.
And finally, we have access to the Thomas Reuters database for detailed and extensive research on competitive company profiles and analysis.
SLIDE #13
(GRAPHIC OF THREE PLAYING CARDS FANNED OPEN ENTITLED APOC, KALORAMA, THOMAS REUTERS WITH AN UNDERLINED TITLE:
UPSTREAM MARKETING DEPARTMENT)
DIALOGUE:
Our marketing department is here to build business cases, develop marketing strategies, work on ad hoc projects and answer one off questions. If what you're doing falls into one of those categories, and you have to answer questions about the company, products, customers, rivals, geographies or untapped markets, we have now compiled that capability and put it right at your fingertips.
SLIDE #14
(REPORT GRAPHIC ENTITLED: BENCHMARK ANALYSIS
WITH INFO FLOWING UP FROM THREE COMPUTER GRAPHICS -
APOC LIBRARY/KALORAMA/THOMAS REUTERS)
DIALOGUE:
Let's say you want to do a benchmarking analysis to learn more about our performance versus that of our competitors. You can use the APOC Marketing Research Library and Thomas Reuters to find out more about a rival's organizational strategy. You can then use Thomas Reuters to better understand that company's financial performance and Kalorama to learn about their scale/share on a product basis, market foot print, targeted customer segments, go-to-market strategy, local market operations and distributor performance.
SLIDE #15
(REPORT GRAPHIC ENTITLED: MARKET SEGMENTATION
WITH INFO FLOWING UP FROM THREE COMPUTER GRAPHICS-APOC LIBRARY/KALORAMA/THOMAS REUTERS)
DIALOGUE:
Or perhaps you want to understand a new market segment. You can use Kalorama to conduct a flash market place gap analysis then use the APOC Market Research Library to better understand the market size and how many POC tests were performed for each incumbent. You can segment by department (e.g. ICU, ED); compare year over year; see how much market share each has and, finally, add a price to forecast the total market size. You can further use Kalorama or Thomas Reuters to gather qualitative information about the company's strategy to see what's working and what's not working in the segment. The APOC Market Research Library can also tell you about where the market is going, what's driving it, and what's holding it back.
SLIDE #16
(GRAPHIC DEPICTING HAPPY MARKETING MANAGER ON HIS LAPTOP)
DIALOGUE:
Accessing and utilizing our new data library is SIMPLICITY itself.
SLIDE #17
(GRAPHIC OF PASSWORD/SEARCH/INDEXING PROTOCOL)
DIALOGUE:
(Here you verbalize the use protocols to get everyone started.)
SLIDE #18
(GRAPHIC OF A BIG?)
DIALOGUE:
We will be constantly trying to improve our new market research library. I welcome any suggestions you may already have, and ask that you continue to make suggestions for improvement as you use this new database.
I welcome any questions you might have.