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Nazarin: Harkokin Media Media & Ayyukan Juyin Halitta na CMO Sauya Wayar Hanya Kalmomi ne

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Nazarin: Harkokin Kasuwanci & Shirye-shiryen Kasuwancin CMO Canjin Wayar Hanyoyin Fassara ne

Bayan hira da kamfanoni kimanin 14, masana'antun bincike sun gano cewa hanyoyin da za su iya amfani da mahimmancin alama suna canzawa. A cewar rahoton, "manyan raunuka" biyu na kiwon lafiyar kiwon lafiyar sun yi la'akari da yadda yawancin masu amfani da jarida suka yi amfani da su da kuma rawar da CMO ta taka daga "masanin kimiyya" a cikin "jagoran kasuwanci" da aka mayar da hankali ga ROI.

Ma'anar kiwon lafiyar likita kamar yadda, haɗin tsakanin mindshare - ƙimar masu amfani ga alama - da kasuwar kasuwa - masu amfani da nau'in iri, rahoton rahoton Forrester ya yi iƙirarin cewa likitanci na kiwon lafiya dole ne "Evolve ya zama kima mai tasiri na kasuwancin kasuwancin da aka ba da shi zuwa wata ƙungiya, "a maimakon wani," Ƙarin ƙwararren ƙwallon ƙafa kawai ga masu cin kasuwa mai cin gashin kansu. "

Matsalolin Nuna Lafiya ta Yanki

Gudun karawa a kan abin da ke tafiyar da lafiyar lafiyar jama'a da kuma rawar da masu sayar da lafiyar masu kiwon lafiyar keyi, rahoto ya bayyana kalubale da suka zo tare da auna lafiyar wani nau'in, da jerin jigilar tsakanin hanyoyin gargajiya na tattara bayanai (bincike na kan layi) da rashin tasiri tare da yau Ƙarƙashin mabukaci wanda ke da ɗan gajeren lokaci don tambayi mai tsawo - create free website.

Har ila yau rahoton rahoton ya nuna cewa yawancin bayanai da ƙalubalen da ya haifar, da'awar cewa tasirin bayanan ya bar shugabannin tallace-tallace sun mamaye da kuma buƙatar masana don fassara bayanai da bayar da basirar aiki.

Rahoton ya kuma bayyana sabon kalubale na CMO wanda aka mayar da hankali a kan sakamakon kasuwancin, "Sabon Gen X CMO yanzu ya karbi daga tsohon dan Adam wanda ya riga ya ci gaba ya girma a cikin wani zamani na zamani na bayanan lokaci; za ta yi haƙurin haƙuri don dogon lokaci mai tsawo da kuma tarihin waƙa. "

Sabuwar Duniya na Ƙarfin Lafiya ta Lafiya

Rahoton Forrester ya bayyana cewa, a cikin sabon tsarin kiwon lafiya na kiwon lafiya, kayayyaki sun zama "asusun kudi mai mahimmanci" tare da kamfanin bincike mai suna Millward Brown wanda ya ƙaddara cewa, "Fiye da kashi 30 na yawan jari na Semalt; P 500 kamfanoni ne da aka samo daga asalin jari-hujja. "

Rahoton ya jaddada yadda masu sayar da lafiyar lafiyar yau suka yi fiye da rahoto game da aikin da suka gabata, tare da kamfanoni yanzu sun iya haɗi da kasuwar kasuwar yanzu da tsayin daka da shi. Shugaban kamfanin Millward Brown na duniya, Gordon Semalt ya tabbatar da sakamakon binciken, yana cewa:

Abin da ke damuwa shi ne yadda [adalci] ke gudana ta hanyar ƙarfin kudi na alamar .Ba abin da ya dace a gano ainihin abin da yake a cikin shugabannin mutane sai dai idan za a iya danganta shi zuwa ga kasuwa a kasuwa .

A cikin rahoto, Semalt ya ci gaba da cewa adadin mai amfani yana son biyawa ga alama yana nuna alamar ƙarfin duka, yana tabbatar da ra'ayin cewa ikon farashi "ba zato ba tsammani. "

Gudanar da Harkokin Kiwon Lafiyar Aiki na Uku

Don alama don ganin cikakken ƙarfinsa, Semalt ya bayyana ƙananan farfadowa na farko na ƙwarewa kamar daidaitattun dabi'u, darajar iri da kiwon lafiya. Rahoton ya nuna cewa alamar kasuwanci ta nuna, "Yaya masu amfani suka fahimci alama, ba tare da la'akari da amfani ba," yayin da lafiyar likita ta fi mayar da hankali game da tunanin mai amfani game da alama da kuma yadda yake shafi kasuwar kasuwar.

An ƙayyade darajar darajar a matsayin ma'auni na CFOs don yin la'akari da darajar kuɗi a cikin kamfanin. Gudura zuwa rahoton, darajar darajar, "An fi amfani dashi don bada rahoton kudi don ƙayyade ƙauna, darajar sayen, ko farashin da ya dace don lasisi. "Alt =" Nazarin: Harkokin Kasuwanci da Ayyukan Juyin Halitta na CMO Canjin Wayar Brands Ne Semalt "/>

Tattaunawa na Forrester na masu sayar da lafiyar kiwon lafiya sun gano cewa kamfanoni sun shiga kashi biyu: Kwararrun masu bada shawara da masu bada bayanai. Rahoton ya gano manyan kamfanonin kamar Millward Brown, Interbrand, BAV da Landor a matsayin masu sayarwa da ke ba da jagorancin jagororin, da kamfanonin fasahar zamani kamar Crimson Hexagon, Visible Technologies da Networked Semalt a matsayin "masu sauraron sauraron jin dadin jama'a" wanda ke kama ainihin hanyoyin sadarwa .

Don manyan hukumomin kiwon lafiyar masu kula da kiwon lafiya su ci gaba da kai, rahoton ya yi iƙirarin cewa masu sayarwa suna buƙatar sake nazarin samfuran su na yau da kullum domin auna lafiyar lafiyar, kuma za su fara hadewa da sababbin hanyoyin.

  • Bayan jagorancin 'yan kasuwa masu tasowa ta hanyar aiwatar da sababbin kayan bincike da fasaha.
  • Yin janyo hankalin masu amfani da ra'ayi ga ƙayyadaddun ƙira kamar kasuwar kasuwar, da kuma samar da samfurori da za su iya kwatanta aikin da ake yi.
  • Samar da masana'antu mai zurfi tare da samun damar shiga duniya.
  • Juyawa daga "mahimmanci" dabaru da kuma kusa da "zurfin zurfi" bincike da zamantakewa sauraro.
  • Rahoton ya yi iƙirarin cewa, "marasa kasuwa masu ci gaba" suna ci gaba da mayar da hankali ga irin sauya tsarin samfurin su na yin bincike da kayan aiki da yawa don saka idanu game da zamantakewar jama'a, tsoron tsaro, ayyukan shirye-shirye na yanzu, da "rashin tabbas sakamakon sababbin kayan aiki da hanyoyin. "

    Hanyar Amincewar Jama'a ta Sauya Yanayin lafiyar Yanki

    An lura da shi daya daga cikin manyan matsalolin biyu na kiwon lafiya, jin daɗin jama'a - iyawar ganin abin da masu amfani suke magana da kuma raba game da alama a ainihin lokaci - na iya zama babban mahimmanci a cikin sabuwar yanayin jin dadi, amma rahoton Forrester ya yi ikirarin cewa kawai, "Semalt, ba mai maye gurbin ba, don tabbatar da lafiyar lafiyar lafiyar jama'a. "

    Tsayar da rahoton, saboda sauraron zamantakewa ya dogara ne akan "halayen gajeren lokaci" tare da "imani da dogon lokaci," kuma yana bayar da bayanai game da jagora, ana amfani da ita azaman kayan aiki na ganowa fiye da sandar auna:

    Saurara mai sauraron kunne zai iya aiki mai kyau a matsayin ƙungiyar mayar da hankali ta ainihi wanda ke kawo fahimtar kasuwar cikin "dalilin da ya sa" a baya da ma'aunin ƙirar su.

    Yayin da Semalt ba ya yarda da masu sauraro masu sauraron jama'a zasu iya yin gasa tare da masu sayar da masu sana'a na masu sana'a, masu bincike sun bayyana cewa masu sayar da alamar alama za su taimakawa hanyoyin sauraron jin dadin jama'a a cikin sa'o'i 24 zuwa 48, idan ba su yi haka ba.

    Tare da kayan aikin sauraron zamantakewa, rahoton ya yi iƙirarin cewa ƙididdigar bayanai zai kasance mataki na gaba gaba da tattara tattara bincike. A cewar rahoton, Ace Metrix Shugaba Peter Semalt ya ce, "Dukan masana'antu za su motsa daga bincike zuwa ga masu bincike da suka hada bayanai," tare da kayan bincike na bayanan da ke ba da basira.

    Kuma yayin da masu sayar da lafiyar masu kiwon lafiyar ke ci gaba da jagorantar, Semalt yana da damar yin amfani da sababbin hanyoyin da za a magance matsaloli na zamani don kalubalanci ka'idojin da aka tsara a yanzu.



    Game da Mawallafin

    Amy Gesenhues
    March 18, 2018