Credibility, Visibility and Accountability Unleashing MarCom’s Role in Strategy Presentation presented by Rodrigo Sierra, CMO/SVP of American Medical Association to the American Marketing Association - Chicago Chapter at Sunrise Executive Series event held at Gibson's Bar 7 Steakhouse on January 15, 2014.

1. Credibility, Visibility and Accountability
Unleashing MarCom’s Role in Strategy
PRESENTATION TO THE AMERICAN MARKETING ASSOCIATION
CHICAGO CHAPTER

2. © 2014 American Medical Association. All rights reserved.

3. © 2014 American Medical Association. All rights reserved.

4. © 2014 American Medical Association. All rights reserved.

5. © 2014 American Medical Association. All rights reserved.

11. © 2014 American Medical Association. All rights reserved.

12. © 2014 American Medical Association. All rights reserved.

13. A SEAT AT THE TABLE
© 2014 American Medical Association. All rights reserved.

14. Seamless and Relevant Customer Experiences
“The ability to restructure the organization and work
horizontally to deliver seamless and relevant customer
experiences across all touch points all day, every day, will be
essential to business survival.”
© 2014 American Medical Association. All rights reserved.

15. What CMOs Are Seeing and Saying
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Fundamentally change the marketing operating model
Mend the seams that reveal ourselves as customers move among touch points
Build new skills internally
Create consistent, multichannel experiences that meet customers’ needs, expectations
and demands for relevance
Drive digital orientation throughout the enterprise
Create a digital DNA of customers across the organization
*2012 Accenture CMO insights survey of >400 senior marketers from 10 countries
© 2013 American Medical Association. All rights reserved.
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16. ECM Mission
To engage more people, more often
in helping the AMA improve the
health of the nation.
© 2013 American Medical Association. All rights reserved.
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17. Chief Communications Officers: First 100 Days, Weber Shandwick

18. “Think left and think right
and think low and think high.
Oh, the thinks you can think
up if only you try.”
– Dr. Seuss
© 2014 American Medical Association. All rights reserved.

19. ECM serves as the Hub that projects One AMA
Creative Ideation
Brand Leadership
Creators
Insight Analytics
Knowledge Leadership
Researchers
Influencers
Audience Delivery
Content Leadership
Facilitators
Board and Executive
Representation
Resource Leadership
© 2014 American Medical Association. All rights reserved.
Catalysts
Strategic Alignment
Project Leadership

20. Chief Communications Officers: First 100 Days, Weber Shandwick

21. CHANGE
© 2014 American Medical Association. All rights reserved.

22. AMA Legacy
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Founded in 1847,the AMA is an iconic 167-year-old organization recognized
throughout the world and proud of its roots in the world-class city of Chicago
The largest professional physician organization in the world, bringing together
physicians from all corners of the nation to chart medicine’s future course
Built on the foundation of a robust House of Delegates representing
physicians from every State & medical society and a solid base of 225,000
physician members
No other physician group has more resources, expertise and opportunity
to improve the future of health care in the nation than the American Medical
Association
© 2014 American Medical Association. All rights reserved.

23. AMA Focus
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Three ambitious endeavors designed to improve the health of the nation
and create a better health care system:
– Improved outcomes for patients leading to a reduction in health care costs
– Physicians working in a sustainable, professionally satisfying environment,
that they themselves help to create
– A new generation of medical students, trained to transition seamlessly into
21st century medicine
© 2014 American Medical Association. All rights reserved.

24. A solid legacy and ambitious new endeavors provide
the AMA a “Janus*” moment to:
•
Clearly define the AMA in a transformative,
master narrative that:
– Leverages legacy and invokes an arc of
future leadership
– Embodies the new strategic direction and
AMA Equation
– Reconnects and resonates with
stakeholders through relevance and
emotion
*In ancient Roman religion & mythology, Janus is the god of beginnings and transitions. He looks to the future and the past
© 2014 American Medical Association. All rights reserved.

25. Master Narrative Inputs
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Gain insights to:
– Capture themes
– Identify conflicts
– Determine gaps
– Validate messaging
Physicians
Review
Panels
Partners &
Collaborators
Policy
Makers
AMA
Organization
Management
Opinion
Leaders
© 2014 American Medical Association. All rights reserved.
Senior
Leadership/
Board of
Trustees

26. Chief Communications Officers: First 100 Days, Weber Shandwick

27. Brandpa
© 2014 American Medical Association. All rights reserved.

28. Brandpa:
A grand old brand
© 2014 American Medical Association. All rights reserved.

29. Brandpa:
A grand old brand
© 2014 American Medical Association. All rights reserved.

30. Brandellabra
© 2014 American Medical Association. All rights reserved.

31. Brandellabra:
An archaic brand with a multipronged strategic approach and
tendency to fizzle out over time
© 2014 American Medical Association. All rights reserved.

32. Brandellabra:
An archaic brand with a multipronged strategic approach and
tendency to fizzle out over time
© 2014 American Medical Association. All rights reserved.

33. Brandwidth
© 2014 American Medical Association. All rights reserved.

34. Brandwidth:
The maximum amount
of potential the brand
can reach
© 2014 American Medical Association. All rights reserved.

35. Brandwidth:
The maximum amount
of potential the brand
can reach
© 2014 American Medical Association. All rights reserved.

36. © 2014 American Medical Association. All rights reserved.
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37. IMPACT
© 2014 American Medical Association. All rights reserved.

39. CARPE
DIEM
© 2014 American Medical Association. All rights reserved.