FlashSystem family 2015

Sales & Marketing Kit

Targeting FlashSystem for Healthcare
FlashSystem Enablement Team

May 2015
Overview of this Kit and Campaign Sample
FlashSystem Sales and Marketing Kit is intended to aid both Sales and
Marketing in identifying FlashSystem opportunities and progressing those
opportunities into closed deals within the vertical segment of Healthcare.

FlashSystem in Healthcare Resource Kit / Playbook IBM | PW

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One size does not fit all
Business Partners have a wide range of approaches,
marketing strategies and sales methodologies.
Some may have a sophisticated marketing machine with digital
resources, lead nurturing tools and progressive campaigns.
Others might rely on Inside Sales and quickly moving opportunities
directly into the hands of reps. As such, there is definitely no one
size fits all or single approach.

Business Partners are urged to take these materials and

adapt them accordingly for their environment and their
territory.
IBM has assembled this kit to aid the Business Partners and all our
sellers in recognizing what materials and resources are available
targeting the Healthcare industry.
We have also included one sample campaign to help you get
started.
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 IBM FlashSystem industry use cases for Healthcare
Patient-centric care Paperless physician OE, medical records
Leveraging IT to improve care Meeting SLAs, batch windows
Ensuring patient information security Research / academic e.g. genome sequencing
Adapting to new payment & delivery models Real-time analysis, diagnosis
Data integration from disparate sources Cloud implementation
Mitigating acceleration of costs Clinical, educational, preventative programs

Industry imperatives Flash opportunity areas

Database / analytics Oracle/DB2/SQL C-level exec fulfillment of mission
EMR SAP Physicians real-time performance
Digital imaging EPIC
Batch processing Cerner Administrator managing resources, TCO
VDI virtualization HIGLAS Finance SW licensing, tech refresh
HPC research Atlantis
Backup/restore TriZetto End users dealing with payers / providers
DR 24/7 availability *and other industry apps

Specific targeted workloads / apps LOB execs, key influencers

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Mapping content in Kit to stages of a sales cycle
Each stage of the sales cycle includes the content mapped on the next slide. Note this content is specific to
Healthcare. Further FlashSystem specific content and resources are also available that could be adapted
based on your goals. Utilize Flash Essentials | PW for access to all resources.
Also, content can be moved from any category to another as a buyers journey rarely follow a neat path.
Likewise, marketing campaigns can pull content according to the needs and context of campaign.

1 2 3 4 5
Engage,
Define
Identify Qualify
Awareness Solution, Close
Opportunity Opportunity
Conduct
Demos, etc.

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 Healthcare Focused Content for FlashSystem Sales Cycles & Marketing Campaigns

FlashSystem One Page FlashSystem Solutions Brief

1 Overview for Healthcare for Healthcare Memorial Hermann Case Blog: How All-Flash Arrays
Awarenes (for client) (for client) Study and/or Video Impact Healthcare
s (for client) (for client)
Public link Public link

FlashSystem Sales Quick FlashSystem V9000

Reference Guide for VITO Letter Announcement Video
2 Healthcare (for sales use only) w/Healthcare focus
Identify (for sales use only) (for clients)
IBM | PW
IBM | PW Public link

White Paper - IBM White Paper - InfoWorld Solution Brief - Epic and IBM
FlashSystem: Prescription Flash storage: A prescription POWER8: High scalability
3 for Epic requirements for healthcare success for healthcare workloads
Qualify (for client) (for client) (for client)

Public link Public link Public link

Client Deck - FlashSystem Case Study: TriZetto uses

FlashSystem Client
for Healthcare Client IBM Healthcare SME List flash technology to improve
4 References in Healthcare
Presentation (for sales use only) the healthcare experience
Engage (for client)
(for client) (for client)
IBM | PW
IBM | PW
IBM | PW Public link

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Where to use this content

Local Events
Check area medical schools for conferences or events
Hold your own event for your medical community
Digital Campaigns
Use contacts captured from events
Buy targeted lists
Social Media
Leverage digital campaign content to increase awareness, drive traffic to your website,
capture contacts
Twitter Hashtag: #IBMHealthcare
LinkedIn Group: IBM Healthcare and Life Sciences

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Sample opportunity lead generation plan
Develop with IBM Rep

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Sample event
All hospitals host Continuing Medical Education (CME)
programs throughout the year
Find a CME Provider here to learn about upcoming
events in your region and identify the leader of that event
Target those that include a technology track
Contact your IBM Rep to be a guest speaker

Identify medical clinic that is upgrading infrastructures or

implementing medical records systems
Create awareness
Medical professionals get free drug samples.
Create a flash sample marketing kit.
Setup lunch and learn

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Description for face to face event
Topic: Technology that Delivers Real-time Patient Care

Description: Seconds count with all medical emergencies. The faster

medical professionals can analyze patient information, the better
chance for survival. Imagine data streamed in real-time from an
ambulance and ER staff able to respond immediately when the
transport arrives. This eliminates the additional time to diagnosis the
patient and allows the medical professionals to immediately begin
treatment. Learn how one medical facility made this a reality.
Recognize other ways that just by changing one technology, you can
change the way your medical community performs and increase the
quality of patient care. And all while reducing expenses.

Agenda: To be customized based on context of event

- include videos, client deck, Memorial Herman Case Study

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VITO Letter

Customize for targeted email campaign

Utilize wording for other events
IBM | PW

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Sample digital campaign
Following is one example of how a
Business Partner could use the assets
provided in a digital marketing campaign.

Draft text is provided which you can edit

accordingly. IBM branded assets such as
solution sheets and white papers should not
be customized.

Suggested assets pulled from previous chart

are included and you can substitute a
different resource based on the goals and
customization of your campaign.
.
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Campaign Steps

Path for prospect that is clicking on links and accessing content

Define Target Call to Action Landing Page Nurture Contact Engage

Relevant, specific (offer) Clear concise options Provide compelling Educate the client
Map to available Email to illicit first Deliver to offer to drive content Partner with IBM Reps
content response interest and initial Follow-up aggressively to progress the deal
Drive to landing page engagement to lead them to take
action

Follow-Up
Path for prospect
Email to prompt
not taking action other action
Continue to
educate or use
source to lead to
next connection

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 Define Target Target Audience: Chief Medical Officer, Chief Financial
Relevant, Specific
Map to Available
Officer, VP or Director of IT
Content

Why this target audience?

Healthcare is currently undergoing a major transformation.
1. Financial Impact. Executives are searching for ways to
reduce costs while delivering a higher quality of care to patients.
FlashSystem can deliver across both of these needs.

2. Move to Digital. Whether it is implementing digital medical

records or virtual desktops, healthcare infrastructures are
changing fast. When projects involve adding or upgrading either
applications or hardware, executives need to ensure they add
FlashSystem to their project to increase the return on their
investment.

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Sample E-mail to Drive Viewers to a Landing Page
1
Call to Action Subject Line:
(offer)
Email to Illicit First Technology Remedy Found Here for Rising Infrastructure Costs
Response
Drive to Landing Page

Body:
Constantly under pressure to reduce IT or infrastructure expenses?
Implementing new or updated EMR systems?
If I could show you how one technology could reduce your overall spend,
providing you more money to invest directly in other healthcare
initiatives, would you be interested?

Rarely has one technology been able to make such a wide impact
across applications and systems which directly affect user experiences.
Now is one of those rare times. View a one page overview to
immediately recognize the benefits of IBM FlashSystem in your data
center.
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Sample Landing Page

Landing Page Title for Landing Page:

2
Clear concise options
Deliver to offer to drive
Technology Remedy Found Here
interest and initial
engagement Subtitle: Reduce IT Expenses,
Increase Healthcare Investments
Form: Capture their key information
and offer the asset for download as
indicated in email
Asset: FlashSystem One Page
Overview for Healthcare.pdf

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Social Media

Technology Remedy for Rising Costs #IBMFlashSystem #IBMHealthcare <URL
to your landing page>

Did you know #IBMFlashSystem improves quality of care to stroke patients

http://ibmurl.hursley.ibm.com/NC0D #IBMHealthcare

Did you know #IBMFlashSystem improves quality of care to stroke patients?
View video at http://ibmurl.hursley.ibm.com/NC0D to learn how Memorial
Hermann utilizes IBM FlashSystem for healthcare integration.
<Include your contact or URL> to learn more.

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Next Steps If YES click through

Nurture Contact Action Goal: Download FlashSystem One Page 3

Provide compelling
content
Overview for Healthcare
Follow-up aggressively
to lead them to take Action taken?
action
If Yes, prospect opened asset, then send follow-up asset to further
educate client (and/or straight to inside sales).
Suggest sending: Memorial Hermann Case Study (or link to video if you
prefer)

Draft Text for Email: Thank you for your interest in how IBM FlashSystem can
save money which then can be invested directly in other healthcare initiatives.
Read this case study or watch this video to learn how Memorial Hermann
Health System deployed IBM FlashSystem storage, which provides physicians
with ultra-fast access to the information they need to make the best treatment
decisions. A 96 percent reduction in power consumption also unlocks cost
savings for this not-for-profit organization. Accomplish this and more with IBM
FlashSystem.
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Next Steps If YES

Engage Action: Open Memorial Hermann Case Study or Click to

4
Educate the client
Partner with IBM Reps
view Video
to progress the deal
Action taken?
Yes Follow-up: Phone call utilizing Sales Quick
Reference Guide to qualify Client IBM | PW
Provide additional asset:
FlashSystem Healthcare Solutions Brief.pdf
Engage your IBM FlashSystem Rep to progress the deal
Worldwide Coverage Map for IBM FlashSystem
Utilize content and resources listed in table on slide 5
accordingly (white papers, client references, SMEs,
client deck etc.)

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Sales Quick Reference Guide
For IBM or Business
Partners
Use to identify or qualify
a prospect
IBM | PW

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Solutions Brief
For Clients
Use as a follow-up
piece or to generate
interest
IBM | PW

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Next Steps If NO from first contact
1
Follow-Up
Email to prompt
If No, prospect did not click from initial email, then send follow-
other action
Continue to
up email:
educate or use
source to lead to
next connection Draft:
We noticed you were not interested in the information related to reducing
IT expenses and increasing healthcare investments. Do you have a
colleague that might be interested?

Please forward this asset to your colleagues, especially those involved with
implementing new medical records systems, databases or infrastructure
projects. Help your healthcare community realize the benefits of
modernizing data systems.

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Next Steps If NO from follow-up email

If No, prospect did not open case study or view the video, send
1
Follow-Up
Email to prompt
other action
follow-up email:
Continue to
educate or use
source to lead to
next connection
Draft:
We noticed you did not open the Case Study from Memorial Hermann which describes
how they were able to reduce costs and reinvest that savings in other healthcare
priorities. Do you have a colleague that might be interested in what Memorial Hermann
achieved?
Cut average response times for its medical records database by more than 99
percent for fast treatment decisions;
Real- time data analysis helps doctors identify previously unknown signs of illness;
Reduced power consumption by 96%, cooling by 95%, and rackspace by 98%.

Please forward this asset and help your healthcare community realize the benefits of
modernizing data systems.

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Next Campaigns
Client Wins in Healthcare Links to Assets
For digital campaigns, alternate bi- IBM | Business Partners
weekly use of client wins with other
content
- PPT deck highlights almost 20 wins
- NOTE: Utilize public references only in a
digital campaign
(sales references require clients
permission)

For in person events, sales references can

be used

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Next Campaigns

Other Suggestions for Campaigns Links to Assets

Videos
Kelsey-Seybold Clinic
Use Case: VDI Uses IBM FlashSystem to Better Patient
Care
Case study also available

Use Case: EMR, Stretched HagaZiekenhuis

Cluster Improves Patient Care with IBM FlashSystem

Blog How All-Flash Arrays Impact Healthcare

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Vertical Focused Initiative - Healthcare
Available on IBM.COM

Industries & Solutions Website:

http://www.ibm.com/solutions/us/en/
Healthcare http://www-935.ibm.com/industries/healthcare/
Introduction
Case Studies
Blog
Key events
Solutions

Segments
eHealth http://www-935.ibm.com/industries/healthcare/ehealth.html
Population Health Management http://www-935.ibm.com/industries/healthcare/health_management.html
Patient engagement http://www-935.ibm.com/industries/healthcare/patient_engagement.html
Connect with George Saites, Healthcare SME http://www.ibm.com/connect/ibm/us/en/resources/gsaites /

Twitter: #IBMHealthcare
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Feedback Welcome

Let us know what works and what doesnt work for you with the Sales &
Marketing Kit for Healthcare
Provide feedback at:
http://www.pages03.net/ibm-flashsystemsenablement/kitfeedback/

We look forward to your comments as we strive to improve this kit

and add other vertical sales and marketing kits.
~ Your FlashSystem Enablement Team

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