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ProMed_Web_Migration_Strategy

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ROBERT SIEGER

The document discusses a strategic plan for migrating customers to online ordering through ProMed's website. It identifies 6 target customer segments and outlines strategies, goals, and tactics for each segment based on their current level of online ordering. The segments range from new customers with no web use to existing customers who conduct 75% or more of their orders online already. The overall goal is to increase online ordering and reduce costs while providing customers with a better experience.

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Web MigrationWeb Migration Strategic PlanningStrategic Planning DiscussionDiscussion
Web Migration Task Force TeamWeb Migration Task Force Team Robert Sieger: IT Ed Wisniowski: Website Dena Trudeau: Customer Service Teresa Bailey: Marketing Alan Ferry: GM/Sales Al Wiggs: Sales
Business/Marketing ObjectivesBusiness/Marketing Objectives Increase the profitability of ProMed via migration of customers to the web touch point. Web migration will: 1. Reduce the customer cost to serve 2. Allow for proactive cross/up-sells and personalized retention opportunities that are not available via fax and other channels
Situation AnalysisSituation Analysis Challenges Site stability/ease of use Customer experience/high expectations Not a top priority Will require battle for reps attention No sale incentive Opportunities Stabilization enhancements ProMed tools facilitate better targeting/analysis of customer behavior Customers will benefit from full ProMed experience
Situation AnalysisSituation Analysis Assumptions (planning milestones) Web Database Separation Done Stock/Non-Stock Separation Done Role Management Done ProMed e-mail marketing Available Web campaigns available Available Dashboards launch Done Updated Role Management Launched 7/26
Strategy Development/OpportunitiesStrategy Development/Opportunities Customer Segmentation Target Audiences
Strategy DevelopmentStrategy Development Rationale Limited resources Headquarters strategy required (limited field sales share of mind) Right tools are in place (Splendid CRM, SharePoint Services, Promedsupply.com) Require tactics tailored to the customer experience
Strategic ComponentsStrategic Components The Web Migration strategy has been broken down into the following strategic migration components focused on the Current Market Segment: 1. New Accounts/New Business 2. Existing customers with: 2a. Current E-Commerce sales greater than 75% 2b. Current E-Commerce sales between 25% an 75% 3. Existing customers with no E-Commerce sales
Strategic Components OverviewStrategic Components Overview Totals: 1,144 $7,362,502.16 42,154,031.30 55.86% E-Commerce Sales between 76% & 100%: 66 $3,775,095.47 $4,508,870.01 83.73% E-Commerce Sales between 26% & 75%: 86 $3,201,372.18 $5,730,995.12 0.00% E-Commerce Sales between 1% & 25%: 97 $386,034.51 $8,281,240.43 4.66% No E-Commerce Sales: 895 $0.00 $23,632,925.74 Count of Customers E-Commerce Revenue Total Revenue E-Commerce % of Total
Customer Segmentation StrategyCustomer Segmentation Strategy Strategic FocusStrategic Focus #1. New Accounts/No Web Use #2. Existing Customers/ Partial Web Use #3. Existing Customers/ No Web Use
Segment #1 - New AccountsSegment #1 - New Accounts Strategy: Utilize ProMed Sales data to target new business in specific locations and Zip codes - AND provide the field with new training and sales tools to sell the benefits of online ordering.
Segment #1 New AccountsSegment #1 New Accounts Targets and Goals 2008 Total E-Commerce Revenue $386,034.51 Total E-Commerce Sales % 5% (based upon adjusted annualized 2008 new account revenue) 2009 Total E-Commerce Revenue $xxMM Total E-Commerce Sales % xx%
SegmentSegment #1 New Accounts#1 New Accounts Tactics Education Focus on training for the field to allow for confident and consistent communication of the ProMed message to new accounts/prospects (up-to-date knowledge of new functionality) Communication Consistent reporting to the field on site stability and performance through the use of new monitoring tools (NE/Dell EverDream) Sales Tools - Create new tools (sales collateral, CD-Rom Demo) for reps to use with new accounts/bid process that emphasize benefits and ease
Segment #2a Existing Customers With E-commerce Sales Greater Than 75% Strategy: Develop best customer profiles to apply to other strategic segments from this customer group - AND - focus marketing programs on retention and communication of new functionality.
Segment #2a Existing Customers/Segment #2a Existing Customers/ E-commerce Sales Greater ThanE-commerce Sales Greater Than 75%75% Targets and Goals 2008 Total E-Commerce Revenue $3,775,095.47 Total E-Commerce Sales % 83% 2009 Total E-Commerce Revenue $xxMM Total E-Commerce Sales % xx%
Segment #2a Existing Customers/Segment #2a Existing Customers/ E-commerce Sales Greater ThanE-commerce Sales Greater Than 75%75% Tactics Retention - focus on retention programs leveraging Splendid CRM, Web Campaigns and email Customer Profiling - develop and analyze characteristics of this super user group to overlay on new accounts/new business and existing customers
Segment #2b Existing CustomersSegment #2b Existing Customers With E-commerce Sales BetweenWith E-commerce Sales Between 25% and 75%25% and 75% Strategy: Using best customer profile information - target locations, Zip codes and specific customers to launch channel migration campaigns - primarily through Splendid CRM, and Email.
Segment #2b Existing Customers WithSegment #2b Existing Customers With E-commerce Sales Between 25% andE-commerce Sales Between 25% and 75%75% Targets and Goals 2008 Total E-Commerce Revenue $3,201,372.18 Total E-Commerce Sales % 56% 2009 Total E-Commerce Revenue $xxMM Total E-Commerce Sales % xx%
Segment 2b Existing Customers WithSegment 2b Existing Customers With E-Commerce Sales Between 25% and 75%E-Commerce Sales Between 25% and 75% Tactics ProMed programs - leverage Splendid CRM, Web Campaigns and email to pull customers onto the web - focus on headquarter marketing efforts with limited field involvement All touchpoints - Utilize all touchpoints to drive traffic to the web - phone, fax, field, web and direct mail campaigns with focused/exclusive messages
Segment #3 Existing CustomersSegment #3 Existing Customers With No E-Commerce SalesWith No E-Commerce Sales Strategy: Use ProMed data and best customer profile information to develop concise target lists for the field - AND - use new sales tools to sell the benefits of online ordering.
Segment #3 Existing Customers/Segment #3 Existing Customers/ No E-CommerceNo E-Commerce SalesSales Targets and Goals 2008 Total E-Commerce Revenue $0M Total E-Commerce Sales % 0% 2009 Total E-Commerce Revenue $xxMM Total E-Commerce Sales % xx%
Segment #3 Existing Customers/Segment #3 Existing Customers/ NO Web SalesNO Web Sales Tactics Customer/location profiling - use super user group profiles to target specific locations, Zip codes, to establish pilot locations for migration plan; discover keys to success for top selling locations and share with under- performing locations Tools - develop migration tool kit for the pilot locations that will include a list of priority customers with appropriate data, promedsupply.com demo CD, brochure

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ProMed_Web_Migration_Strategy

  • 1. Web MigrationWeb Migration Strategic PlanningStrategic Planning DiscussionDiscussion
  • 2. Web Migration Task Force TeamWeb Migration Task Force Team Robert Sieger: IT Ed Wisniowski: Website Dena Trudeau: Customer Service Teresa Bailey: Marketing Alan Ferry: GM/Sales Al Wiggs: Sales
  • 3. Business/Marketing ObjectivesBusiness/Marketing Objectives Increase the profitability of ProMed via migration of customers to the web touch point. Web migration will: 1. Reduce the customer cost to serve 2. Allow for proactive cross/up-sells and personalized retention opportunities that are not available via fax and other channels
  • 4. Situation AnalysisSituation Analysis Challenges Site stability/ease of use Customer experience/high expectations Not a top priority Will require battle for reps attention No sale incentive Opportunities Stabilization enhancements ProMed tools facilitate better targeting/analysis of customer behavior Customers will benefit from full ProMed experience
  • 5. Situation AnalysisSituation Analysis Assumptions (planning milestones) Web Database Separation Done Stock/Non-Stock Separation Done Role Management Done ProMed e-mail marketing Available Web campaigns available Available Dashboards launch Done Updated Role Management Launched 7/26
  • 7. Strategy DevelopmentStrategy Development Rationale Limited resources Headquarters strategy required (limited field sales share of mind) Right tools are in place (Splendid CRM, SharePoint Services, Promedsupply.com) Require tactics tailored to the customer experience
  • 8. Strategic ComponentsStrategic Components The Web Migration strategy has been broken down into the following strategic migration components focused on the Current Market Segment: 1. New Accounts/New Business 2. Existing customers with: 2a. Current E-Commerce sales greater than 75% 2b. Current E-Commerce sales between 25% an 75% 3. Existing customers with no E-Commerce sales
  • 9. Strategic Components OverviewStrategic Components Overview Totals: 1,144 $7,362,502.16 42,154,031.30 55.86% E-Commerce Sales between 76% & 100%: 66 $3,775,095.47 $4,508,870.01 83.73% E-Commerce Sales between 26% & 75%: 86 $3,201,372.18 $5,730,995.12 0.00% E-Commerce Sales between 1% & 25%: 97 $386,034.51 $8,281,240.43 4.66% No E-Commerce Sales: 895 $0.00 $23,632,925.74 Count of Customers E-Commerce Revenue Total Revenue E-Commerce % of Total
  • 10. Customer Segmentation StrategyCustomer Segmentation Strategy Strategic FocusStrategic Focus #1. New Accounts/No Web Use #2. Existing Customers/ Partial Web Use #3. Existing Customers/ No Web Use
  • 11. Segment #1 - New AccountsSegment #1 - New Accounts Strategy: Utilize ProMed Sales data to target new business in specific locations and Zip codes - AND provide the field with new training and sales tools to sell the benefits of online ordering.
  • 12. Segment #1 New AccountsSegment #1 New Accounts Targets and Goals 2008 Total E-Commerce Revenue $386,034.51 Total E-Commerce Sales % 5% (based upon adjusted annualized 2008 new account revenue) 2009 Total E-Commerce Revenue $xxMM Total E-Commerce Sales % xx%
  • 13. SegmentSegment #1 New Accounts#1 New Accounts Tactics Education Focus on training for the field to allow for confident and consistent communication of the ProMed message to new accounts/prospects (up-to-date knowledge of new functionality) Communication Consistent reporting to the field on site stability and performance through the use of new monitoring tools (NE/Dell EverDream) Sales Tools - Create new tools (sales collateral, CD-Rom Demo) for reps to use with new accounts/bid process that emphasize benefits and ease
  • 14. Segment #2a Existing Customers With E-commerce Sales Greater Than 75% Strategy: Develop best customer profiles to apply to other strategic segments from this customer group - AND - focus marketing programs on retention and communication of new functionality.
  • 15. Segment #2a Existing Customers/Segment #2a Existing Customers/ E-commerce Sales Greater ThanE-commerce Sales Greater Than 75%75% Targets and Goals 2008 Total E-Commerce Revenue $3,775,095.47 Total E-Commerce Sales % 83% 2009 Total E-Commerce Revenue $xxMM Total E-Commerce Sales % xx%
  • 16. Segment #2a Existing Customers/Segment #2a Existing Customers/ E-commerce Sales Greater ThanE-commerce Sales Greater Than 75%75% Tactics Retention - focus on retention programs leveraging Splendid CRM, Web Campaigns and email Customer Profiling - develop and analyze characteristics of this super user group to overlay on new accounts/new business and existing customers
  • 17. Segment #2b Existing CustomersSegment #2b Existing Customers With E-commerce Sales BetweenWith E-commerce Sales Between 25% and 75%25% and 75% Strategy: Using best customer profile information - target locations, Zip codes and specific customers to launch channel migration campaigns - primarily through Splendid CRM, and Email.
  • 18. Segment #2b Existing Customers WithSegment #2b Existing Customers With E-commerce Sales Between 25% andE-commerce Sales Between 25% and 75%75% Targets and Goals 2008 Total E-Commerce Revenue $3,201,372.18 Total E-Commerce Sales % 56% 2009 Total E-Commerce Revenue $xxMM Total E-Commerce Sales % xx%
  • 19. Segment 2b Existing Customers WithSegment 2b Existing Customers With E-Commerce Sales Between 25% and 75%E-Commerce Sales Between 25% and 75% Tactics ProMed programs - leverage Splendid CRM, Web Campaigns and email to pull customers onto the web - focus on headquarter marketing efforts with limited field involvement All touchpoints - Utilize all touchpoints to drive traffic to the web - phone, fax, field, web and direct mail campaigns with focused/exclusive messages
  • 20. Segment #3 Existing CustomersSegment #3 Existing Customers With No E-Commerce SalesWith No E-Commerce Sales Strategy: Use ProMed data and best customer profile information to develop concise target lists for the field - AND - use new sales tools to sell the benefits of online ordering.
  • 21. Segment #3 Existing Customers/Segment #3 Existing Customers/ No E-CommerceNo E-Commerce SalesSales Targets and Goals 2008 Total E-Commerce Revenue $0M Total E-Commerce Sales % 0% 2009 Total E-Commerce Revenue $xxMM Total E-Commerce Sales % xx%
  • 22. Segment #3 Existing Customers/Segment #3 Existing Customers/ NO Web SalesNO Web Sales Tactics Customer/location profiling - use super user group profiles to target specific locations, Zip codes, to establish pilot locations for migration plan; discover keys to success for top selling locations and share with under- performing locations Tools - develop migration tool kit for the pilot locations that will include a list of priority customers with appropriate data, promedsupply.com demo CD, brochure