CONCEPT DESCRIPTION TEAM 9 E-Concept Development Semester 2, Project 1A Group 5 - Cage’s Angels 19.09.2014
THE
TEAM Hanna Ella Sandvik
Katariina Pertola
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Jakob Vestergaard
hannaellasandvik@gmail.com
mistrunner.jv@gmail.com
I am 25 and I am Danish/Norwegian. I am currently working for the Fucking Flink movement - making the world a better place one flink at a time. I have had my own company, Hanna Ella Grafisk Design since 2012.
I’m a graduated Multimedia Designer from the Business Academy of Aarhus. With about 2 years of company experience, I’ve been part of several projects and even worked as design manager on a few.
Philip Schlenzig
Sandra Molin
kattyish@gmail.com
p_play@hotmail.com
smolion@hotmail.com
I’m 23 and originally from Finland, but I have lived all around Europe over the years. I’ve worked in advertising and graphic design since 2010 and currently work as the Art Director for a festival in Copenhagen.
I’m 23, working at a recruitment agency, I enjoy abstract design, have a big interest in business Marketing and behavior psychology.
I’m danish and 25 years old. I studied Business / Design at KEA Landskronagade before I started E-concept. I currently work at Irma.dk and do all kinds of fun things (not really). I love music and TV series.
TABLE OF
The Team............................................1 Table of Contents..............................2 Introduction.......................................3 Communication Strategy..................4 - Complex data vs. complex text Website Redesign..............................5 - Infographic (Fat trend world wide) - Case Story - Nordic focus - Logo Differentiated Strategies...................9 - SEO - White Group - Blue Group - Green Group Launch Plan & Platform Choices...10 Production Budget..........................11 Project Management Breakdown...12 Conclusion.......................................12 Appendix 1.......................................13 Appendix 2.......................................15 Appendix 3.......................................17 Appendix 4.......................................18
CONTENTS
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INTRODUCTION Problem Formulation How can we establish a clear and professional communication strategy for Proventi, herein including visual identity, choice of media channels and level of linguistic intricacy, to further establish their position in the market of education within their field of expertise? Sub-formulations:
Client Goal As stated at the Client Brief (08.09.2014), Proventi currently has one customer, but want to expand their services to other hospitals. Where these hospitals are located or how the company can requisite these is the subject of the problem area:
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- Which media channels do the target audience use and what are the possibilities of creating a presence in those for Proventi? - Which national markets are interesting for Proventi and what parameters make them lucrative? - As Proventi desires to keep their Nordic background in their visual identity, how do we still communicate efficiently to countries which differs in cultural background visually and technologically? - Should Proventi´s strategy focus on cross-national, national, or even regional media outlets as their go-to-market platform? - How do we keep the visual identity of the website consistent with the brand communicated through all media channels?
Problem Area
Concept Description
Proventi was established hurriedly because the founder realized there was a market very few other companies were tending to. Because of this, branding efforts were neglected. This makes Proventi a market shareholder without a clear communicative strategy and brand identity. Proventi is in a position where they want to expand beyond their first client into any lucrative market and for this they need a clear profile both aesthetically and communicatively.
The concept is made up of several, individually implementable parts:
- Communication Strategy (Description on how Proventi should communicate, in every channel used - especially on the company’s website) - Website Redesign (A complete redesign of the website, with continued Nordic focus and information, as based on the communication strategy) - Differentiated Strategies (Three groups of countries that are of interest for Proventi’s business model and strategies on how to enter these markets)
Communication Strategy The new communication strategy that Proventi should be using will focus on a few, main points: Differentiation, straightforwardness and complex data. For a company with an intricate product, such as Proventi’s, it’s important to be able to describe the need that the product covers, in as few words as possible.
COMMUNICATION STRATEGY
Differentiation Proventi should embrace the fact that different countries/regions have different needs - and admitting this in their communication. So that, depending on who they are in contact with, they will be able to offer exactly what that customer needs, whether this be within the parameters of “Quality”, “Upgrades” or “Development”. You will be able to read about these parameters in the chapter on differentiated strategies. Straightforwardness Proventi needs to get the message out clearer and faster than before. What Proventi offers should be the single-most important information and thus should be presented as quickly and easily as possible. On the old website we find a lot of information, but no single statement explaining what the purpose of the company is. Complex data vs. complex text As stated in the insight report, Proventi’s website currently contains text with academic level language and uses a lot of medical jargon and generally the current site has a very high LIX counts. While this might seem proper for a company that is made up of academic, medicinal experts, it actually proves a problem when communicating to part of the target audience - here in particular the stakeholders and hospital chain owners. As Proventi is looking to cover the entire world with their
services, they face the possibility that the client may not be a physician, a peer or may have a more managerial position. The language use should be adjusted to these situations - but without dumbing down the communication to a point where interest is lost for the more implied users. Our strategy is that the complex text, that Proventi currently has, is instead to be substituted with visualizations of complex data. All important data that can be part of a convincing argument for Proventi’s services need to be boiled down to infographic-type data. The technique “Show, don’t tell.” is relevant in this. As the information and data is extracted from the text, it will instead be presented in graphs, figures and, finally, a bottom line. Numbers and figures is a more universal language and will more easily draw in the different target groups, without alienating parts of them. Adding country-specific data is part of the strategy of differentiating the communication. Instead of visually changing the site to fit the local culture, the data instead paints a picture of the national or regional health.
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WEBSITE REDESIGN Nordic Focus
Design
One of the client’s absolute goals is to have a nordic focus and/or design for their new website. As there is no pure definition of what this entails, we instead defined our own specifications for this focus, basing it on designs from Pinterest and Dribbble, along with our own expertise.
The landing page of the new website is a full-screen, continuous one page scroll, which immediately tells the viewer that they are looking at a Nordic company. With the light, crisp colors and minimalist design, the new site allows Proventi to establish their professionalism and Nordic background in one glance. To keep the visual of the website recognizable to the old one, we chose to stay with the blue overall color theme with orange accents as described in the company’s Design Manual.
In a quick map of our findings, it shows the most important factors for a “Nordic” design. According to research and knowledge, it centers around light, simple and faded colors. Blues, whites, greens and, in Proventi’s case, some orange for accents and calls to action. A recurring design point is faded, nature backgrounds with white text on top of it. In place of nature backgrounds, rough textures are also used often, i.e. wood, stone and grains. When shapes are used, they are not soft and rounded, but rather sharp and rough, like the textures. All of this is in good harmony with the nords being the countries of no frills with a functionalist focus on raw materials. Little space for romantics, but rather clean-cut functionality.
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We chose to make the front page one long scrollable page so that Proventi can quickly and efficiently present their company, services, values and team without the need to click around to find out more. For viewers who are already familiar with the company or the page, a navigation bar at the top will auto-scroll the viewer to the desired section on the page. The website is also designed to be responsive so that clients can effortlessly browse the site with their smartphones or tablets - this also makes Proventi able to bring the website to conferences and business meetings on a tablet.
After a short introductory section, the viewer is presented with a small infographic which is designed to bring the growing obesity epidemic to the the viewer’s attention. This underlines the need for Proventi’s services right before explaining what Proventi offers through a simple, to-the-point list. It is possible to choose your country from a list and see your national statistics as well to make the case for bariatric surgery in general. Overall the new website creates a professional, nordic feel, while making it quick and easy for clients to absorb all necessary information and contact Proventi without any unnecessary hassle. Because the target audience of the website is generally of the older generation, it was important to make a website that takes no effort or technical skills to browse and had big, bold graphics and text rather than pages of dense text. (Pictured: three screenshots of the new website, with illustrations of your current scrolling lcoation showed on the right)
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LOGO We conducted a survey to ask the public what they thought Proventi’s existing logo represented. As the graph on the right shows, the results1 concluded that the overwhelming majority of the people associated the logo with airlines/airplane industries. This is a sign of some kind of symbolic noise in the communication between Proventi and the end user. These results encouraged us to recreate the logo with a design influenced more by healthcare to further establish Proventi’s field of expertise in their new visual identity and somehow avoid the unwanted connotations described above. The survey results also gave us an insight into the best elements in the old logo. When asked what the respondents liked most about the logo, most respondents answered either the color or the wingsWe collected several different examples of medical symbols and logos in the healthcare industry to get an overall feel of what the logo could look like. We found that the most used medical symbols are the Caduceus2, the Rod of Asclepius3 and the red cross, as they are widely used in design elements in the industry and are most associated with the field by the public. The challenge was to implement a more Nordic feel into the logo while still keeping it recognizable in comparison to the old logo. Out of the “Nordic map” discussed in the previous section of this report the word “simple” is the most fitting for a logo design, so we kept the look of the new logo minimalist and clean. 1 See full survey results in APPENDIX 1 2 http://en.wikipedia.org/wiki/Caduceus_as_a_symbol_of_medicine 3 http://en.wikipedia.org/wiki/Rod_of_Asclepius
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The first thing we changed about the old logo was the tagline “Flying Physicians” as we felt that it sounded slightly immature and didn’t accurately describe Proventi. We wanted to emphasize both the Nordic background of the company and their expertise, which led us to changing the tagline to “Nordic Precision”, a tribute to the high-quality healthcare, work ethic, and eye for detail that the Nordic countries are famous for.
(Above: demonstrations of the new logo on different backgrounds)
Next, based on the feedback from our survey of the old logo, we changed the font to a cleaner and thinner alternative, Myriad Pro. This avoids having the letters create a suffocated look, and gives the logo an overall lighter feel, again following the Nordic style. Although in the old logo the wings seemed to be the main reason why most survey respondents interpreted the logo as something related to airlines and airplanes, we wanted to incorporate the wings into the new logo somehow. From there came the idea to construct a medical symbol out of the wings, creating a stylized cross that represents both healthcare and flying.
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DIFFERENTIATED STRATEGIES SEO Right now Proventi’s website is made in the WordPress CMS which is super easy to opmitize via plugins. The only problem is, that most of the text on the site is actually only pictures of text, making the content impossible for search machines to index. “Proventi” being a latin word leads to many sites in the sister-language Italian which makes searches mismatch with the intend of the users. This could be helped out a bit with a language tag or a mo.-file (language-file) so that searches from English OS’s would easier find Proventi’s site. The fact that Proventi is a Latin word is good competition-wise, because it’s not generic. It would be quite easy to get good placements in Google or other search engines for both “Proventi” with a bit of backlinking. Proventi should also make use of the fact that they’ll be building relations to businesses with relatable content such as equipment providers and hospitals. By having an active strategy to get all partners to link back to Proventi’s site would increase rankings. The images used are besides this also very big in size, which search engines will bump a site in ranks for. Removing these images and replacing them with text is essential for reverse Proventi’s presence on search engines. The site currently doesn’t even appear within the first 10 results (within page one) when searching for their name or their name + tagline. Changing the tagline will probably also help making the searches more specific.
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Differentiated Strategies In the following, we’ll go over the three differentiated strategies - White, Blue and Green. Each covers a different sort of client, based on the research in the insight report. The strategies are described through their Function, Focus, Competition type and P2P contact. Function, as the name suggests, describes the function of the strategy. What the specific strategy is aiming to deliver. Focus tells who and where Proventi needs to aim each strategy, whether it be individual hospitals, national, or regional targets. Competition type are the types of competition the clients are met with and where these are located. P2P contact is how Proventi should contact the different clients, in each strategy. Each group is an independent, isolated strategy and can therefore be implemented one at a time, but there are also details that are repeated between the groups which makes it possible to launch all three strategies at the same time. One at a time offers to spread out the cost of implementing each strategy, while doing them all together can offer some savings in areas where the groups overlap.
White group In this group we have all three parameters present which means that all countries are very likely to be future clients for Proventi. All countries have a fairly strong economy, they have a high number of obese citizens and the use of private hospitals are high. The group is dominated by well developed countries like the United States, Switzerland, Australia and Canada who all have a well functioning public and private hospitals. The United States is ranking second place when it comes to cost of health (health care cost per capita), only passed by Switzerland. When talking about Switzerland they might use a lot of money on healthcare, but they also have a very efficient health care system. In Saudi Arabia they have 415 public hospitals and 127 private hospitals. They have a public sector as well, but many use private hospitals either paid by insurance, an employer or out of the pocket. It is very common that most of the hospital staff in Saudi Arabia originates from other countries. - Function: Proventi should have the role as a quality business among the private hospitals and provide a better solution to the already functioning bariatric department. Proventi can provide the newest knowledge in bariatric surgery and make sure that the hospitals maintain the quality of their work and follow the newest trends. - Focus: It will be possible to target both smaller and local private hospitals but also bigger hospitals with a national function, but also chains of private hospitals - both national and cross-national. - Competition type: Internal/regional competition between the private hospitals in each country. - P2P contact: Direct contact with the important stakeholders, but focusing on the quality of the services Proventi can offer.
Blue group The Blue Group is primarily dominated by public-private collaboration. Most of the countries operate with public health care with various degrees of non-profit or forprofit actors - in many of these countries a private sector is existing and to some extent also encouraged by local government. Many of the private providers are organized in national and cross-national chains of healthcare providers. - Function: In the Arab section of this group, there is a rapid development going on. In the remaining countries and there is a very clear shift towards private health care. All countries except Finland and Austria seems like good markets to move into as they are becoming increasingly welcoming towards private actors. The functions here for Proventi are between start-up bariatric clinics in existing hospitals and optimizing already existing procedures. - Focus: National. Proventi will make use of national political good will and maybe even play into government plans like Qatar’s National Vision 2030. - Competition type: Internal competition/regional competition Rapid national growth in private actors will increase national competition to Proventi’s advantage. - P2P contact: Direct contact to national/cross-national interest groups (BUPA, Helios, Hamad, GMC), Regional conferences (Middle East, EU, Oceania)
Green group Green group countries have high obesety figures and have a larger investment in the private healthcare sector than other countries. These parameters also means that the Green group is largely composed of developing or rural countries. While several of the Green group countries have a public healthcare system and/or decent hospitals around their cities, the rural areas are often left wanting and several are investing more into their private sector, to help deliver treatment to a larger portion of the populace. Mexico prides itself on good, public treatment but only within the major cities and Peru still have a large indigenous treatment sector, without any western influence. As the Green group countries have developing private sectors, across the board, these hospitals will have a larger interest in the bottom line of their budgets. They need and want to make money, by offering something that isn’t too available in the country, but at the same time want to not have to pay the full price of developing such offers, on their own. - Function: Proventi’s function in these countries should be mainly offering build-up education. These countries have an actual need for what Proventi offers and are unable to make it happen on their own. By offering expertise, equipment and training, Proventi can help these countries develop and establish bariatric and metabolic treatments, throughout the country. - Focus: As the Green group countries, generally already deliver decent health care
within the larger cities, Proventi should focus on the rural areas, where large or wellequipped hospitals are lacking. Likewise, there might be more need for bariatric and metabolic expertise in specific areas. In poorer countries with worse health care systems in effect, the larger cities might prove to be more lucrative areas because of an demographic overweight of obesity in the urban areas, where lifestyles are to be expected to be more Western orientated. - Competition type: Both Proventi and the specific country’s competition comes from outside of the region or country’s borders. As better offers are available abroad or in another part of the country, the people that can afford surgery will seek this where the supply is. The fewer opportunities for surgery, in a given country, the more people will travel away to get their surgery.
Launch Plan and Platform Choices The launch plan consists of the following elements: - Website Redesign - Differentiated Strategies - White Group - Blue Group - Green Group
Website Redesign The website redesign should be implemented as a replacement for Proventi’s current website, in one coherent release. The redesign should be implemented as soon as possible, as it is the only catch-all platform to be launched. This includes new features, logo changes and nordic design. Before the website launches proper testing should be done on a separate, private domain, to ensure that everything is working smoothly, before releasing it to the public. As for the differentiated strategies and the groups belonging to it, should be launched as time or budget permits.
White group The targeted institutions in this group all have well developed healthcare systems and well educated doctors. The way we want to reach the target audience is through networking. We need to find the private hospitals that have a need for expanding their bariatric department with new methods or where something in the existing bariatric department is not working optimal. Because the write group already have high expertises and knowledge it would be very likely to get their attention at international or local conferences. They should not go to the conferences and set up a stand, but simply attend to network and create
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new relations to the exhibitors. This is a great opportunity for Proventi to talk to the right clients and get attention in the industry. Another good way to reach the write group is through B2B magazines. They could do adds or even write an article about the services they provide in relevant magazines. An example could be the magazine called Infomedix.
Blue group The institutions held within the Blue Group are likely to be more active in bettering themselves, especially against others in and around their own practice. Proventi, therefore, should attend conferences in the areas where their clients are. As the client have internal/regional competition, the conferences are where they will be looking for new opportunities. Proventi should have a stand at these conferences - it is worthwhile as these institutions are themselves likely to be pro-active in their search for optimization.
Green group The Green group represents developing countries and these countries for a large part are only slowly gaining access to the internet, a large portion of the hospitals in these countries don’t have websites. Equally, there are not many listings of these hospitals, that list contact information. The media channel for Proventi, in these cases, is to actually go to these hospitals, in person. In other words; this group needs for Proventi to be super pro-active. When contacting these hospitals, Proventi should be prepared to do, what is essentially, a sales-pitch. In this case we are looking for the first movers of the national scene: Be they public or private.
BUDGET 11
Website The budget covers cost of launching the different solutions, e.g. conference stands and ad-placements in medical magazines (Infomedix used as default magazine). To increase the use of Proventi’s website, we’ve created a redesign solution, with an optimized visual identity, improved readability and a strategy for Search Engine Optimization (SEO). To implement our digital solution for Proventi, we created a budget, that covers costs of web design, graphics and backend CMS. Digital solution implementation - Needed: Web Developer or Frontend Developer. - 52 $ / 40 € / 300 Dkr/hour. - 8 weeks x 37 hours = 296 hours. - Total price: 15,575 $ / 12,000 € / 88,800 Dkr,-
Conference Systems Conferences are a great place to network and start partnerships with other companies. In our case we chosen that Proventi are to sign up and attend medical conferences in countries with the highest rate of potential business clients. We’ve therefore constructed a minor budget for Proventi, to give an overview of the expected costs of a conference appearance. First thing to budget are the travel costs, since we don’t know how many representatives Proventi’s would like to send to a conference, we can’t give an estimate on how much that would cost. To be visual on a medical conference Proventi will need a conference stand, where they can represent their company and from there make contact with potential bypassing clients. The variety of conference stand are extensive, and we’ve therefore found several examples of package deals, which Proventi might be interested in using. (The prices are taking from danish websites, and depending on what country they are rented or bought from, the prices will differ) - Package deal 1: 3x3 meters inkl. print on 2 walls and spotlights - Renting price: 2,200 $ 1620€ / 12.000 Dkr. - Package deal 2: 3x6 meters inkl. print on 4 walls and spotlights - Renting
CONCLUSION
price: 4,830 $ / 3,530 € / 26,100 Dkr - Package deal 3: 3x6 meters inkl. print on 2 walls, flat screen and spotlights - Renting price: 4660 $ / 3,405 € / 25,200 Dkr. We’ve chosen to start conference appearance by using Package deal 3, which will boost Proventi’s presence at any given conference, by having their desired number of representatives and also having a flat screen, that will work as a teaser, information source and eye catcher, for bypassers, and for potential clients waiting to talk to one of Proventi’s representatives For more information and pricing on conference stand packages please look in link description.1
Magazine Ads Infomedix International Magazine focuses on international market trends, certificates and regulations, medical products, international exhibitions, commercial announcements and novelties and it is an indispensable resource for companies looking for distributors worldwide and exporting their products abroad. We assess that it would be prudent for Proventi to advertise in Infomedix, because this magazine targets a broad marked in the medical field around the world, with primary focus on B2B, furthermore the magazine is free to medical companies. By using Infomedix as a media channel Proventi will be secured publicity all around the world, if they so choose to advertise themselves in Infomedix. To make sure Proventi creates the desired interest from the client, we’ve chosen to start out with a one page advertisement section in Infomedix with a Business card at the back of the magazine, which potential clients can keep for later contact. Rounded up, the first advertisement proposition will cost: - 4/4 Full page advertisement - 210mm x 280mm: 3500$ / 19,950 Dkr / 2,700 €. - Business Card /Postcard (front & back, stapled inside): 2,500$ / 14,250 Dkr / 1,925 €.
The possibilities for different advertisement sizes and styles in Infomedix are many, it will therefore be a great investment for Proventi within a limited budget. To see how Magazine advertisement in Infomedix can be customized please have a look in Infomedix appendix. 1 http://www.udstillingssystemer.dk/ (Frontpage), http://www.udstillingssystemer.dk/udlejning (For rent).
Project Management Breakdown In the project management burndown chart it is illustrated how we have spend the expired 2 weeks, but also how we would continue onwards if Proventi were to hire us as consultants. The burndown chart takes both our hours, Proventi staff hours and external parts involvement into consideration. We’ve divided the future burndown chart into increments - all can be instigated at once or rather be implemented over time if e.g. one of the 3 groups mentioned seems more lucrative or if man powers put retraints on the possibilities Please see APPENDIX 3 for full burndown chart.
Conclusion At the conclusion of our Insight report, we defined two major needs, with in Proventi’s communication: 1) A need for crisis communication and 2) to address the intricacy of their written material. We have now addressed these needs in the concept description, even if the differentiated strategies doesn’t cover crisis communication, directly. Rather, they are usable in crisis situations, as well as any regular situation. The new design for their website focus on reducing the heavy LIX count and complexity of navigating and reading the website, thereby alleviating those exact problems. Meanwhile, the new design follows the requests from the client, while holding true to our own findings. While we haven’t defined whether Proventi should focus on cross-national, national or regional media outlets, we’ve included strategies for each, as they each hold some level of interest in itself. The same goes for media channels - different media channels hold some promise, in terms of Proventi’s interests. Through these implementations, we’ve conducted the creation of a clear communication strategy, as we set out to do in the problem formulation.
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APPENDIX 1 SURVEY RESULTS The budget covers cost of launching the different solutions, e.g. conference stabudget Q1: “What business do you think this logo is representing?” A group of physicians that travel across the world to help people -Doctor -noget med flyvere eller fysikere -Airlines -My is that the logo represent a business of physicians that move out to client. -physicians attending humanitarian crises all over the globe -physhicians -Airline -Airplanes -flying /army company -Not sure, sky diving? Kite surfing? -Medical -airliner -aerotraffic -Flight industry -Flight -An Airline -Airplanes -airline
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-flight company -Doctors traveling to patients via airplane or helicopter -Fly company -A committee of physicians -airline -Læger uden grænser -a company that provide flight trips -Something with a pilot/flying company or something -Travelling physicians -Airline or car brand -I’m not sure.. I feel like i see wings and the word flying, which makes me think of an airport but then i see the word physician which makes me think of medical. -flying company -a serious banking one -Flying doctors -Flight mechanics or somesuch -Some kind of air-based delivery firm -Curing people who are afraid of flying -Airline company or maybe some sort of airline insurance. -deleveri -Airline company (if I didn’t read the text -Medical -A Physicians company working on flights -Airline, maybe, but it’s confusing -Flyvende lægehjælp -Airport / airplane company / something with flying -Housecall physicians by plane -Medical industry -An airborne physicians practice? A practice that treats pilots? -Airline company -First thought: Airline company, after reading the text: doctor clinic. -flyhalløjsa -Airplane something. Something like ‘Læger uden Grænser’
Q2: “What do you like most about the logo?” -That it’s very simple at still show something about which type of company it is. -The color -farven -The wings -I think the logo is confusing. I’m not at any point sure that my first impression is correct. -Blue is good -The wings -The “wings” -Colour -the wings. I don’t like the typeface. The letters are suffocating each others. -The simplicity and wings ^^(“flying” and wings makes sense) -Nothing its too boring -the wings and the font -The symmetry. -The wings and colour -The wing -nothing, looks old style -It is little bit retro -The “wings” at either side -The color -The font -minimalistic -Hmm. Farverne måske. -the wings -the wings and the colour -The symmetry -The wings -The “wings” -the colors -the words “flying physicians” -Wings
APPENDIX 1 -the wings and that the v is centered -”Proventi” and the wings look nice -It’s simple and clean and the wings makes a great connection to the airplane industry -The simplicity -the wings -Obviously the wing shapes gives a good indicator of something related to planes -The blue-ish color -font is awesome. -Farven -Clear font, wings makes it clear where it is all about -colour -the color, the simplicity -I like the wings. It ties in to the name of the company. -The font -It’s minimalistic and discreet. -Vingerne, samt at teksten hænger godt sammen mellem vingerne -It’s pretty simple, thats good.
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APPENDIX 2 BUDGET
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APPENDIX 2
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APPENDIX 3 PROJECT MANAGEMENT BREAKDOWN - BURNDOWN CHARTS
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APPENDIX 3
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APPENDIX 4
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