THE INSIGHT REPORT TEAM9, EConcept Development, Semester 2, Project 1, Group Flying Communication
Client: PROVENTI Project name: Flying Physicians Delivery: 12 September 2014
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THE INSIGHT REPORT TEAM9, EConcept Development, Semester 2, Project 1, Group Flying Communication
Kaloyan Georgiev Experienced Marketing graduate and concept creator in development. kaloyan.ch.georgiev@gmail.com +45 52 69 03 73
Dora Kontha Passionate analog photographer & designer who is interested in UX, visual communication & typography. dora.kontha@gmail.com
Ronja Kate Jøns Graduated Multimedia Designer. Freelancer in digital design and front end development. ronja.kate@gmail.com +45 31 36 84 84
Teodor Voicila Graduated Computer Science and looking forward to develop new creative skills. teocris92@gmail.com Mob: +45 71 60 52 49
Lyubomir Spirov VIsual designer/illustrator with a strong passion for digital arts and copywriting. lss90@mail.bg Mob: +45 278 22 861
Atanas Bozhikov Graduated 3D Designer. Worked as graphic designer and CMS system administrator for Glostrup Kommune. atanaslb1@gmail.com
Hanna Nicolo Graduated Multimedia Designer, loves books, animals and traveling. styeshyna@yahoo.com
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THE INSIGHT REPORT TEAM9, EConcept Development, Semester 2, Project 1, Group Flying Communication
Table of Content
Page No
Problem Area Client goal Problem formulation Constraints Hypotheses Methodology Delimitation Analysis ● Competitors ● STP ● Website analysis
4 4 5 5 5 5 6 6 6 8 9 11 11
Future possibilities Conclusion
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THE INSIGHT REPORT TEAM9, EConcept Development, Semester 2, Project 1, Group Flying Communication
Problem area Taking into consideration the recent trends within health care, malnutrition and the increase of lifestyle cosmetic surgeries, there is a growing tendency regarding obesity around the world. Today 30% of the world’s population is either overweight or obese, and the Middle East is one of the the leading areas in this global struggle.1 Nevertheless, Saudi Arabia has acknowledged this rising issue and is increasing its spending in the healthcare sector, today they spend 4,3% of the GDP. Furthermore, the distribution of funds is more or less dominated by the public sector. That being said, there is a need for innovative solutions to tackle the problems with the overweight population.2 Additionally, taking into account that the Middle East is one of the global leaders in obesity per capita, there are related problems to this health issue. Associated chronic illness like diabetes and cardiovascular disease is on the rise as well. That being said, there is a lack of local specialist to deal with the issue. That is why there is a special focus on health care tourism and high quality raw materials (medical equipment).3 Proventi is a newly established Danish company who seeks to address these rising issues. Since the company was founded, half a year ago, they have been tackling with finding the best possible partnership in order to help develop surgeons’ expertise around the world when dealing with bariatric procedures. As a company with an experienced professional team, Proventi serves the Middle East in Saudi Arabia. The company acknowledges possibilities to exploit potential business opportunities within the same problematic health care vicinity such as the UAE and Qatar. For example, increased obesity among the larger population and the growing need of bariatric surgical procedures. Furthermore, the company will seek to add value to future clients in the face of hospitals by coaching and educating professionals onsite to perform excellent clinical outcomes for patients.
Client goal As stated in the client brief on the 8th of September, Proventi would like to enhance their global B2B awareness, revise value propositions and customer relationships, by improving their brand identity, online presence and gotomarket strategy.
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Bariatric Times, august 10, 2014. worldwide obesity: changing the trend from. <http://bariatrictimes.com/worldwide-obesity-changing-the-trend/> [ accessed 08.09.2014] 2
Deloitte. the increasing health care spending in GCC countries <http://www.deloitte.com/view/en_LB/ly/press/press-releases/88525a84e0794410VgnVCM3000003456f70aRCRD.htm#> [accessed 09.09.2014] 3 The Middle East Times. GCC HEALTHCARE SPENDING SURGES AS DEMAND SOARS <http://www.themiddleeastmagazine.com/newsdetail.php?nid=450> [accessed 08.09.2014] 4
THE INSIGHT REPORT TEAM9, EConcept Development, Semester 2, Project 1, Group Flying Communication
Problem formulation How will Proventi enhance their B2B awareness and improve their brand identity when targeting Middle Eastern countries? ● How is the current worldwide situation regarding obesity and metabolic disorders affecting the Middle East? ● Which are the target groups that Proventi should consider? ● How is the competition affecting the company? ● How should Proventi approach their communication strategy? ● How can we establish a strong online platform for Proventi through analysis?
Constraints ● ●
Proventi insists on preserving their design principles in the Nordic trends, which therefore sets limits on the creative process when working out the solution. Proventi would like to have room for adding custom backend in the future.
Hypotheses ● ● ●
What should Proventi’s Nordic web presence consist off? Is the Middle East a profitable market for Proventi? Is it commercially worth for the company to reach out to markets that are not geographically and culturally close to each other (India, Mexico, South America and North Africa)?
Methodology Data collection The information from sources gathered in desk research is considered both reliable and valid. All of the sources gathered are chosen based on the date they have been published/uploaded/made public for everyone. Furthermore, we found it important to look into where they were published initially – is it a wellknown, established and academic medium of information gather. No field research was conducted because of the lack of time, resources and the language barrier with the targeted market. Competitor Analysis In order to get a better understanding of the medical industry we will look into possible competitors. These could be companies or educational institutions that offer surgical equipment or training courses for surgeons in the Middle East or worldwide. 5
THE INSIGHT REPORT TEAM9, EConcept Development, Semester 2, Project 1, Group Flying Communication
Website Analysis Examining different health care websites with different profiles have been decided to be analyzed. This could help gathering relevant information regarding structure, navigation, colours and fonts. The results could help us redefine the visual identity of Proventi. Delimitation The reason why the Middle East was chosen for the main focus of this report was first and foremost because of the geographical proximity. Saudi Arabia is a market where Proventi operates. Markets like the UAE and Qatar who are neighbouring countries and share very similar cultural traits, are a logical expansion option. It will be beneficial to Proventi if the team of specialists will not be needing to spend additional hours for commuting to further destinations (India, Mexico, etc.). That gives the possibility for an educational tour of all three main areas. Secondly, because of the stable economic situation and the well established both medical and travel infrastructure, the Middle East is an ideal place for medical tourism for specialist from developed western countries.4 Not to mention the recent development in government policies towards looking for influence from abroad to tackle the growing concerns with obesity in the region. Both Saudi Arabia and the UAE, in particular Dubai5 , are increasing their spending on health care with every year since 2011, and the trend is that to keep following. Our STP analysis on customer audiences and the consumer market will not be thorough and deeply detailed, because of the language barrier in related articles from the UAE and Saudi Arabia. For the same reason the growth potential will be limited, too. In conclusion, even though the scope on the Middle East is quite limited for a company that strives to be global, it will only help Proventi build a name and credibility in a developing economic center such as the MIddle East.
Analysis Competitors Proventi is a provider in the industry of medical consulting and solutions within the field of bariatric and metabolic procedures in the Middle East. With a view to get a better understanding of the medical industry we found and analyzed the following possible competitors: Johnson and Johnson, GE healthcare and The European Surgical Institute. These companies and educational institutions offer training courses for surgeons or provide surgical equipment. 1. Johnson and Johnson is a leading surgical device provider, who takes the top spot on Medical Product Outsourcing´s annual list of leading medical devices. Their Medical Devices & Diagnostics business segment, manufactures a broad range of innovative products and solutions. They are primarily used by healthcare professionals in the fields of orthopaedics, neurological disease, vision care, diabetes care, infection prevention, diagnostics, cardiovascular disease and aesthetics. If we for example look into the
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The Middle East Times. GCC HEALTHCARE SPENDING SURGES AS DEMAND SOARS <http://www.themiddleeastmagazine.com/newsdetail.php?nid=450> [accessed 08.09.2014] 5 The Report 2013, Oxford Business Group Dubai, page 161 [accessed 08.09.2014] 6
THE INSIGHT REPORT TEAM9, EConcept Development, Semester 2, Project 1, Group Flying Communication
diabetes segment, the company both provide surgical devices and effective training to hospitals. Professionals can therefore successfully utilize systems in their own facilities.6 2. GE Healthcare is one of General Electric’s subsidiaries. It helps provide patient care through medical technology and services worldwide. The company also offers clinical education in 3 different ways: Onsite education, OEC University and online Training courses designed to meet user needs of GE Healthcare equipments through different disciplines.7 3. The European Surgical Institute (ESI) is a European centre for Continuing Medical Education (CME). Located in Germany the institution has been advancing the field of medical professional education and pioneering innovative surgical techniques for over 20 years. However, the lack of necessary information about their specialist on their website makes them untrustworthy in the way that their clients cannot do research on them. Furthermore, they specialise in a more broad field of surgical procedures.8 Comparing ESI with Proventi, who only specialise in bariatric and metabolic surgery alone with a combined experience of 100 years, ESI face less of a potential rival in the industry. Additionally, they offer a shorter timeframe in their teaching courses (12 days long). Proventi has a teaching period of 6 to 12 months which speaks to the fact that they are more focused and specialised on the specific procedure. GE Healthcare and Johnson & Johnson do only offer surgical equipment and short online education and inclass courses. They could compete with Proventi in these services. These companies can also become bigger competitors for Proventi for the reason that they are already strong established brands and have the resources to expand the business. 9 Subconclusion Based on our findings we came to the conclusion that there is a service gap in the market when we talk about medical consultancy within bariatric and metabolic surgical procedures. There are companies that offer similar services but do not fully address the issue of obesity in the Middle East. Proventi has the favourable position because they offer an innovative solution of OnCall consultants, that proves to be needed among the larger numbers in Middle Eastern countries like: Saudi Arabia, the UAE and Qatar. The company has to hasten and position themselves in the best possible way on the market through a new gotomarketing strategy. 6
Johnson & Johnson <http://www.jnj.com/healthcareproducts/medicaltechnologies> [accessed 10.09.2014] 7 GE Healthcare <http://www3.gehealthcare.co.uk/#> [accessed 10.09.2014] 8 The European Surgical Institute. <http://www.esionline.de> [accessed 10.09.2014] 9 The website of Medical Product Outsourcing, july 2013. the top 30 in medical device <http://www.mpomag.com/heaps/view/551> [accessed 10.09.2014] 7
THE INSIGHT REPORT TEAM9, EConcept Development, Semester 2, Project 1, Group Flying Communication
STP Segmentation, targeting and positioning (STP) analysis is conducted to keep the marketing campaign focused. The focus will be used on dividing larger customer audience into segment of customers with shared traits. After identifying the segment, the market can be targeted. Furthermore we will need to identify the consumers we want to market Proventis´ services to and determine the growth potential of the chosen target market. Positioning is the last stage of the STP and it highlights the company’s service benefits for the particular target market. Based on the client brief we know Proventis sweet spot, which is “populated areas with a high and increasing rate of obesity”. It means that there is demand for bariatric and metabolic surgeries. But at the same time the hospital sector in that region is not very well equipped. Furthermore their medical surgeons team needs to be trained.10 This is where Proventi can help. The scope of this research will be to find out where Proventi should focus on establishing and improving their services and why. ● Segmentation Proventi would like to have worldwide presence on places with increasing obesity and with hospital standards that need to be improved. Main focus is geographical on the Middle East, where the hospitals are open to foreign talent coming in and improving the overall services. At present Proventi is optimizing the bariatric department of a hospital in Saudi Arabia. 11 Furthermore the mentioned countries have a stable economic situation, this is why one of the main segmentation criteria we focused on is “economical”. Additionally due to similar cultural traits, traditions and religion we use ethnographical as the third segmentation criteria in this report. ● Target group Proventi’s main target audience are Senior hospital executives, hospital owners and key stakeholders at ministry of health offices.12 Furthermore, Proventi will focus on both private and state owned hospitals, as there is an equal distribution in countries like the UAE and Saudi Arabia. Additionally, privately owned hospitals have their own foreign talent that they hypothetically may use from abroad. State owned hospitals have a lack of local specialist to perform innovative solutions for obesity and overweight problems. Proventi should operate in both, with a main focus on state owned hospitals. Last but not least, the government in the face of the Ministry of Health have stated that will spend more on health care expenditure in order to solve these rising local issues with obesity.13 Due to that reason, the Ministry is another potential client which Proventi should seek to exploit to gain a solid foothold on the market in Saudi Arabia. ● Positioning Proventi’s position on the market is relatively new as a company that has been operating for 10
Client Brief on the 8th of September Client Brief on the 8th of September 12 Client Brief on the 8th of September 11
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Deloitte. the increasing health care spending in GCC countries <http://www.deloitte.com/view/en_LB/ly/press/press-releases/88525a84e0794410VgnVCM3000003456f70aRCRD.htm#> [accessed 09.09.2014] 8
THE INSIGHT REPORT TEAM9, EConcept Development, Semester 2, Project 1, Group Flying Communication
approximately 6 month. According to the official website, Proventi positions itself as mobile team of highly experienced business and healthcare professionals specialized in the field of minimally invasive bariatric and metabolic surgery, delivering excellent clinical outcomes.14 They should maintain their position and improve their image as a premium solution provider of these surgical procedures in the Middle East in order to ensure dominance and keep generating positive revenue growth. Subconclusion Proventi is a fairly new concept, with only 6 month experience in Saudi Arabia.15 The concept consists of OnCall consultants for the medicinal world and it is not that common. The consultants are highly specialized and experienced healthcare professionals. The Company would like to expand to Countries with high population obesity. For that reason their target group is owners or directors of hospital, as well as Health Ministry officials. The Middle East fits the segmentation criteria and proves to be a commercially viable market for Proventi. Website analysis16 In order to gain indepth knowledge of the structure, basic principles, essential features, user experience, design choices and content strategy of the websites within the healthcare industry, three exemplary pages have been picked for analysis. The perspicacious study of the selected pages is essential as the result of the examination helps to fulfil the client goal of creating a new brand identity and communication platform. The chosen web sites are comparable by having health care as common topic. Furthermore two of them are among the 30 best, according to MPO. 17 Considering that they are well established and known medical companies, with strong web presence brands would be profitable to analyse. That is in order to be relevant for our target group and for our clients brand identity development. Novo Nordisk has been selected, as it is the largest publicly traded company in the Nordic countries by market capitalization. WebMD was relevant to examine, as it is a public website that provides large amount of diversified information about health and health care including symptom checklist and blogs of physicians. Heal Together won the Best Healthcare Website Award in 2013 and it was necessary to study an
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Proventi. <http://proventi.org/?page_id=2> [accessed 08.09.2014] 15 Client Brief on the 8th of September 16 WebMD, website analysis <http://www.webmd.com/> [accessed 08.09.2014] NovoNordisk, website analysis <http://www.novonordisk.com/> [accessed 08.09.2014] Health Together, website analysis <http://www.healtogether.com/> [accessed 08.09.2014]
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The website of Medical Product Outsourcing, july 2013. Stating the top 30 in medical device. <http://www.mpomag.com/heaps/view/551> [accessed 10.09.2014] 9
THE INSIGHT REPORT TEAM9, EConcept Development, Semester 2, Project 1, Group Flying Communication
awardwinning example as well. The judges used the following criteria to select the winner; Design, Ease of use, Copywriting, Interactivity, Use of technology, Innovation and Content. The Novo Nordisk website offers a clean and simple layout of its content, allowing the visitors to easily grasp the presented information. The content is split into five main categories (Patients, Healthcare Professionals, Careers, About Novo Nordisk, Contact) and it allows the customers to quickly and easily find the information they are looking for. The Novo Nordisk worldwide section map enables the visitors to find an office, production plant or R&D centre in a preferred country. WebMD provides indepth medical news, features, reference material and valuable health information. The website is functioning as a major news site with several pictures, videos, blog posts and special features such as different calculators. The sections within the site are well separated and any information can be easily found. Strong focus is put on social media, mainly on Facebook, Twitter and Pinterest. Heal Together is a national awareness program dedicated to promoting proper foot care for people with diabetes. Furthermore, it also provides educational resources and promotes different events within the diabetes community such as health fairs and industry conferences. The site is very simple, static and uses icons and graphs for each section. All three websites operate with light background, clean and userfriendly design, and horizontal navigation with no more than five menu points. The logo position is identical, as it is always placed on the topleft corner of the website, thus it becomes the very first thing the customer will see when opening the site. The usage of colour is very similar at Novo Nordisk and WebMD, as they both operate with different shades of blue combined with light background. These colour choices create a professional looking, clean and trustworthy feeling. On the contrary, Heal Together works with black and red colours as a warning, in order to draw attention on the risk of having a nonhealing diabetic foot score. The chosen fonts are the core part of the visual identity as they are representing the brand. All websites have sansserif fonts as they have become the most prevalent for display of text on computer screens. Novo Nordisk uses Verdana; WebMD works with Lato Regular and Heal Together applies Open Sans. The content on both Novo Nordisk and WebMD sites, especially the videos and pictures are quite attractive, maintain a close connection to the articles and fit well with the brand’s essence. The Heal Together website was built by another concept, using icons instead of pictures. The aim of the icons is to guide the visitors and help them find the connection between the text and the visuals. For instance, the Educational video, Watch Now section has a camera icon, so it makes even easier for the users to find the video on the site.18 One of the recurrent aspects in all the three websites is the help and guidance for health experts, doctors and patients. They are trying to give the users immediate specialized health care by offering a variety of services and experts connected to their problems. The stress is on the patients and their possible needs. For example, the websites have pretty similar tabs such as "Find a specialist", "Health Care professionals" or "News & Experts". This is where the future possible patients are guided to relevant communities and specialized experts. Subconclusion Both Novo Nordisk, WebMD and Heal Together pages operate with similar layout, clearly expressing their 18
Appendix: 1.1 Mobile versions of the websites 10
THE INSIGHT REPORT TEAM9, EConcept Development, Semester 2, Project 1, Group Flying Communication
mission and values they standing for. Instead of following the newest web design trends, the three companies rather created practical, usercentered websites that serve the needs of the visitors. The highquality and expressive pictures, videos and graphs are both used in order to illustrate the content and to keep the customers wellinformed.
Future possibilities In their strive to be a truly global brand, Proventi has to also look at the growing obesity trends and the increasing necessity for bariatric and metabolic procedures outside of the Middle East. The two obvious candidates for future expansion, once the company has build up a reputation in the Gulf region, are Mexico and India. Mexico is the most obese nation in the world currently. Almost two thirds of the population is morbidly obese. The increasing need for an innovative solution has pushed the government to build more hospitals to increase medical tourism inward.19 However, the lack of qualified professionals in the field of bariatrics has led to patients returning for follow up procedure which costed the health care system more than 160 000 USD to pay for damages.20 The need for trained physicians is of utmost importance in Mexico. The other big potential venture is India. With over one billion in population the country has a growing numbers of obese inhabitants. Over two decades there has been an increase in overweight male and females, approx. five times which amounted to 5% of the population, equaling approx. 60 mil. people. Few theories suggest that the globalisation of processed and junk food are causing these problems. Bariatric procedures are steadily gaining popularity. Nevertheless, there are a few highly trained and specialised doctors to perform this procedure. Proventi can assist with their expertise in this field to help eliminate the existing problem.
Conclusion Worldwide there is a growing tendency regarding obesity. One theory points out that the increase of fastfood chains all over the world as a cause of that. The aftermath of this is that there is now an increased need for innovative solution to tackle the overwhelming effects of this condition. Bariatrics is not a new solution. However, there are still large numbers of physicians who are not qualified to perform these. That’s when Proventi comes in the picture providing teaching in the field of bariatrics and metabolic surgical procedures. When looking into their competitors, there is a gap in the market for specialists traveling to the countries that are in a lack of knowledge in obesity implications. That gives Proventi a favorable position. Though, because of the threat of existing competitors who offer similar service as Proventi, it is crucial to take action and establish a strong brand to overcome existing or potential future competition. The initial target group that Proventi should focus on, is owners or directors of hospitals, as well as Health Ministry officials in the Middle East. In order to establish a communication platform that in their eyes is 19
The online newspaper Bloomberg. Mexico builds hospitals to Lure Medical Tourists from America
<http://www.bloomberg.com/apps/news?pid=newsarchive&sid=audTNhIlsFSg> [accessed 08.09.2014] 20 Dr. Sharma’s Obesity Notes. Risks of Medical Tourism for Bariatric Surgery. <http://www.drsharma.ca/obesityrisksofmedicaltourismforbariatricsurgery.html> [accessed 08.09.2014] 11
THE INSIGHT REPORT TEAM9, EConcept Development, Semester 2, Project 1, Group Flying Communication
trustworthy and transparent, we have analyzed three websites of the strongest brands in the field. From that we concluded that Proventi’s communication platform should have a clear statement of mission and values, content that is easily available, a practical and a user centered solution.
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