ANA B2B Committee Meeting

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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.

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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

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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

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Ready for Real Business ™

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Our communications platform

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Ready for Real Business™ focuses on customers

Affiliation Advertising

Through traditional and online channels

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

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Interact and explore Real Business Live

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

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“A World Made Simpler…by Xerox”

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

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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.

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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

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Xerox in health care – early 2011

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

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“Freedom to Care”

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Foundational elements

Awareness research, interviews, summarized findings

Integrated message map

Overview materials

Pro forma marcom plan

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“Freedom to Care” in action - TEDMED

ProgramAdvertisement

Partner visibility on TEDMED.com

Gift Redemption

Commemorative

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TEDMED media coverage

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Paid and earned social media around TEDMED

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Primary business line program elements

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Example LOB awareness and demand generation

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“Freedom to Care” in action – MESC 2012

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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

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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

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Q&A

Thank you!

laura.ramos@xerox.com

Twitter: @lauraramos

www.b2bmarketingpost.com