Brand Strategy Workshop

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Brand Strategy Workshop

• MT Sector

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Participants

• MT Industry
• Evelyn Abat, eData
• Michael Chua, Transkripsyo
• Josie Gonzalez, SPI
• Ludwig Pascual, PDCC
• Bel Reyes, MTIAPI
• Myla Rose Reyes, TTS
• Clarence Romana, Medscribe

• CICT
• Dondi Mapa
• Alma Mae Agne
• DTI
• Barnee Bartolome, FTSC
• Grace Baes, CITEM
• Gina Arquiza, BOI
• Cynthia Torre, NDC
• Debbie Torre, NDC

• Workshop Leader Manny Escosa

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MT Segment Priorities(from January 2005 Workshop)

• Work with telcos to obtain favorable pricing for
  MTs
• Provide tax incentives to non-PEZA locators
• Increase quality and competency standards through
  certification, benchmarks, etc.
• Create an industry profile on capacity,
  compensation data, etc.
• Push/create parallel HIPAA bill (with criminal
  liability)
• Strengthen industry/academe collaboration
• Promote MTIAPI association to all industry
  players
• Promote Philippines as MT destination
• Provide access to funding for startups and
  expansion
• Work with TESDA for release of guidelines on
  certification
• Advocacy on MT as a career
• Liaise with foreign organizations who can sponsor
  MT trainors to come to the Phils.
• Provide assistance in identifying regional hubs
  for expansion

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Why are we here?
Forecast
Actual
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ICT Jobs by Sector
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How do we achieve this great outcome?

• Jim Collins, making big decisions in business
• The way life really happens is
• yes, there are pivotal decisions, but
• its really the stream of decisions over time,
  brilliantly executed, that accounts for great
  outcomes.

Fortune Magazine, June 27, 2005
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What are we here to decide on?

• Brand Strategy for Philippine Medical
  Transcription Industry
• Context
• Positioning Statement
• Marketing Plan

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Where will output be used?

• Brochure and Inserts
• Insert Type 1 Segments
• Animation/Multimedia
• Engineering/Design
• Software
• BPO
• Contact Center
• Medical Transcription
• Insert Type 2 Company Profiles
• eData
• PDCC
• SPI
• Etc.

• Insert Type 3 Locations
• Baguio, Legazpi, Naga, Clark, Subic, Dagupan
• Cebu, Tacloban, Iloilo, Bacolod, Dumaguete
• Zamboanga, Gen. Santos, Cagayan de Oro, Davao
• PEZA IT Parks (20)
• Versions in
• English, Tagalog, Bisaya, Spanish, French,
  German, Japanese, Korean,Chinese, Arabic

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Is consensus necessary?

• Jim Collins on getting teams to consensus
• This is not about consensus
• Our research showed that before a major decision,
  you would see significant debate.
• But after the decision, people would unify behind
  that decision to make it successful.

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Fortune Magazine, June 27, 2005
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Workshop Leader

• Manuel Manny Escosa

• Colgate-Palmolive
• Coke
• Pacific Internet
• Nokia Philippines

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Reminders

• Find your voice speak up!
• Cellphones on silent.
• Debate is healthy.

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Questions?
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Industry Structure

• Market as of 2005
• US 20-25B
• Inhouse 70
• Outsourced 30
• Onshore portion 20
• offshore portion 10 growing at 16 CAGR
• Decision Factors in selecting Outsourcer
• Cost 30
• Quality (age Accuracy) 30
• Turnaround Time 20
• Security Perception 18
• Cultural Affiliation 2
• Scalability (affects type of customers you can
  accept)

• Countries
• India 9.0
• Philippines 0.9
• Others 0.1
• Pakistan
• Sri Lanka
• Central/Latin America
• China
• Offshoring Issues
• Sales Presence in US
• Allows customer to claim Tax Credits
• Clear Legal Liability (onshore)
• More Effective Marketing
• Company Stability v-v Home-based

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Offshore Contracting Process

• Steps in the Process
• Shortlist Vendors from
• Word-of-mouth Friends/Network
• Testimonials from existing clients
• Website of MTIAPI, CITEM, BOI
• Advertisements in Newsletters of AHIMA, trade
  associations
• Trade fairs
• Due Diligence
• Free Trial (1-week)
• Proof of quality
• Turnaround time
• Cost negotiation
• Site inspection for security
• Contracting Stage

• Sources of Business
• From Brokers/MTSOs 70
• Brokers 20
• MTSOs 50
• From Clinic/Direct 30

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Positioning StatementTarget Audience

• Demographics (Core Decision Maker)
• Clinic (or chain of Clinics)
• Medical director doing admin work from 50 to
  100, could be part owner
• Typically Male, M.D. or R.N., from 40 to 60,
  highly educated, mostly insulated American
  perspective, married compartmentalized life
  (9-to-5)
• Top 5 Leisure Activities Travel, Socializing,
  Community, Sports, Family
• Get information from medical journals,
  conferences, continuing education, network of
  colleagues, websites
• Usually active in local professional
  organizations
• Individual Doctors
• Psychographics
• Driven
• Serious
• Upper Middle Class (80-150k per annum)

• Influencers
• US-based Brokers
• Health-related Marketing/Sales people (not
  typically MD), can also be real estate brokers,
  can also be Europeans, Fil-Ams or Americans
• Male, 30 to 40, fun-loving, married
• Aggressive, well-networked
• Top Leisure Activities networking, socializing
• Get information from websites, word-of-mouth
• 60-80k income (includes other activities)
• US-based MTSOs (market aggregators e.g. Medquist,
  Cymed)
• Operations Manager /or CEOs
• Looking for ways to subcontract (to reduce cost
  and increase capacity)
• 50s to 60s, not MDs, usually IT or
  entrepreneurial background

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Positioning Statement

• Frame of Reference
• Transcription of electronic medical records
  (EMRs) in order to comply with HIPAA law
• Output electronic medical health record being
  used primarily by physicians for patient
  management, billing, insurance claims, research
  and legal
• Solution to their business backroom problems
• Point of difference
• MTIAPI seal of quality (future) for MTSOs,
  schools, MTs
• near-perfect Quality exceeds 98 accuracy
  (basic) goal 99
• Attention to detail
• Guaranteed TAT (turnaround time)
• Relationship management/customer care
• American affiliation, language, culture
• Proven source of health care professionals
• Reason why
• Physical presence of seal which guarantees
  stringent adherence to industry standards (e.g.
  GAAP)
• Emotional peace-of-mind order and procedure
  solution to their problems

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What would you spend on?

• Spend on these
• Website Search Engine Listing
• US Sales/Mkting Office in California, Florida,
  West Virginia
• Networking with Associations AHIMA, MTIA, AMA
  e.g. Trade Missions, participation in conferences
  and forums
• Advertisements in AHIMA, MTIA, AMA Journals
• PR on Testimonials and Success Stories

• Not spend on these
• Filipino associations based in US
• One-off activities (e.g. workshop with no
  follow-up)

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Competition

• Why India?
• Aggressive
• Government Support
• Presence in US
• Low Cost
• Pioneers
• Scalability
• Why not India?
• Perception of Low quality/accuracy
• Perception of inadequate security

• Why Onshore?
• Security
• Quality
• Familiarity
• Legal issues
• Turnaround time for STAT
• Why not Onshore?
• Cost
• Scalability
• TAT w/regard to Time Zone advantage

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Next Steps

• Marketing Plan
• Implementation Timeline

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What if we get it wrong?

• Jim Collins on mistakes
• One thing were learning (from our research)
• You can make mistakes, even some big mistakes,
  and still prevail.
• You might need to go four out of five on the
  really big ones, but you dont have to go five
  out of five.

Fortune Magazine, June 27, 2005
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Does all this really matter?

• Jim Collins on destiny
• Luck is still a factor.
• Yes, the world throws a lot at us, but
• the question is not what the world does to you,
  but how you make an impact on the world.
• Decision-making is ultimately a creative act.

Fortune Magazine, June 27, 2005