Ogilvy & Mather Core Creative Brief:

Brand Task: IBM Smart Business To develop a joint marketing campaign on Hospital Management solutions for IBM. Product Success Criteria

New Idea Generation

IBM Smart Business Hospital Management Solutions Validated leads from Q3 09. Job No. Date

Why is this brief here?

The other day, I had to take my dad to the hospital for a check up and I was amazed at the amount of reports I had to carry back home. There was nothing to worry but what scared me now was the thought of losing these reports. Id need him to redo all these check-up/tests. Wish hospitals had all of this stored electronically somewhere so that it could be shared across all hospitals. Another case was when the medical store in a hospital gave me some expired medicines. I was too shocked to react. How bad could their inventory tracking and storing get? Thats when I realized how little the healthcare industry is using IT. While other industries have had a symbiotic relationship with IT, the healthcare industry has been slow on the learning curve. Only 2% of its gross revenue is directed to IT whereas other industries use up to 6-8%. IBMs first initiative to bring healthcare and IT together was the launch of the National Heath Information Highway. It is an endeavor to help reduce medical errors, improve efficiency, assist planning and accelerate research and training. It will also enable information such as blood type, medical history and other medical information, and insurance data to flow smoothly from the patients or doctors to insurance companies, hospitals or pharmaceutical companies over the internet. ( http://www07.ibm.com/innovation/in/manage/highway_to_health.html) But why should IT only be restricted to large hospital chains. Now, IBM Smart Business has tied up with ISVs to improve hospital management by providing mid-sized hospitals with customized solutions to make them more efficient and help them grow. The objective of this brief is to develop a creative concept for a series of communication materials (EDMs, web banners, landing pages, print campaigns, events etc) that will promote Hospital Management Solutions that are available through IBM Smart Business.

What do we want people to DO as a result of this communication?

Realise the importance and the need to get a Hospital Management Solution in place to help the healthcare industry grow and manage itself efficiently. Make IBM Smart Business the top of the mind solution provider for their IT problems. Take the prospects (hospitals, pharmaceutical companies etc) through a complete and consistent journey, right from introduction till implementation of the solution.

How do we expect communications to work towards achieving this?

The communication should engage the prospects and encourage them to start using the Hospital Management solutions that IBM has to offer. It should demonstrate the growth and efficiency in their business if they install an HIMS and run it on IBM Smart Business.

Who are we trying to influence?

Prathap C Reddy - the architect of modern Indian healthcare. Pioneer of telemedicine in India. Dr V of the Aravind Eye Hospitals a visionary eye surgeon who wants to eradicate blindness from India. Geneticists, biochemists, microbiologists who put their heart and soul to contribute in their own way to the healthcare industry. And many others like them. Typically doctors who have earned a name in their respective fields of healthcare and take a step ahead to share their knowledge and experience and open hospitals. They may not be very big right now but hope to be someday, and all realise that IT will have to play and important role in their path to success. They are not business men, but run their hospitals like their homes and make it grow to new heights every passing year. They have learnt the ropes of running a business as they grew. They keep track of the innovations in the fields of medicine and healthcare. Keep adapting to new technologies to continue their contribution to the healthcare industry. They are diligent workers. They enjoy the attention and recognition their success brings them. They changed the world around them with a vision and living up to it and look to explore newer horizons. They are not near-sighted in their dreams and take decisions not for the present but for the future. Other staggering information about the healthcare industry and the potential and necessity for ITs presence: A research showed that of all the industries, the healthcare industries and hospitals particularly had the lowest percentage of IT usage. Only 2% of their gross revenue went to build IT infrastructures compared to the 6-8% in the other industries. With the purchasing power of an average middle class man increasing, the need for him to get better healthcare is increasing. Thus, giving rise to more medical insurance. And the bridge between these health insurance companies and the hospitals is IT. Whether it is the field of diagnostics, investigations, treatments, access to state-of-the-art knowledge, teaching or research there is an inherent need for IT support. With the healthcare industry in India booming, it is becoming a pioneer in healthcare and medical tourism (people from abroad coming down for world-class treatment) which is making the industry run for IT support to facilitate and enhance their experience here.

What are we trying to convey?

Ogilvy & Mather Core Creative Brief:

What will help people to KNOW this? By giving precise information facts and figures - as to how Hospital Management Solutions is the one thing that can facilitate a lot of things in their hospitals. By demonstrating an understanding of the small and medium sized hospital segment, the pain points they have regarding IT issues and how these issues will be addressed through Hospital Management Solutions.

New Idea Generation

What will help people to FEEL this? Talk to the people in the respective fields tte--tte. Talk to them in a language and tone that they can relate to and make them realise the importance and benefits of having Hospital Management Solutions and ISB in their hospitals. The tone should be friendly and sharp. It should be crisp and precise. No subtlety. Clear benefits to be stated so that they can see their future rather than imagine it and feel sceptical.

Mandatories
IBM legal copy Logos Simple campaign guidelines Channels eDM High impact DM (2D, 3D) Print ad for medical journals/magazines Web banners for medicals associations/info websites Landing page to drive traffic. Creative development time First draft (internal review): July 14th First Draft (Client review): July 15th In-market date: Final review date Supporting materials Attached

Account Director Planning Director Creative Director

Client pres. date

Final deadline

Production budget