1. 1. VMware Healthcare UKI campaign 2013/2015
2. 2. Martrain 2015www.martrain.co.uk | info@martrain.co.uk2 VMWARE HEALTHCARE CAMPAIGN OBJECTIVE To drive awareness and sales of VMwares virtual desktop solution in the UK healthcare market. The aim is to deliver a marketing programme which isnt confined to brand awareness or lead generation but is end-to-end including sales enablement and nurturing or accelerating specific opportunities. The campaign combines new sector content with VMwares existing marketing activity to produce an effective integrated multi-channel approach. CLICK TO VIEW OUR VMWARE HEALTHCARE ANIMATION
3. 3. Martrain 2015www.martrain.co.uk | info@martrain.co.uk3 CAMPAIGN ELEMENTS Market analysis Message analysis Prospect DMU identification Database Build Media Audit Social Media Audit Content audit Online research Telephone research Advertising Animations Direct mail Emails SEO Microsites Social media Sponsored articles Events Forums Lead scoring Follow up Telemarketing Conference calls Face to face meetings Animations Product sheets Technical sheets Sector brochures FAQ Seminars Webinars Sales enablement Case studies Direct mail Emails Telemarketing Expert opinion articles Thought leadership papers White papers Seminar/ Webinars Events Forums 1.RESEARCH & STRATEGY 2.AWARENESS/ INTEREST 3.LEAD GENERATION 4.SALES ENABLEMENT 5.ONGOING NURTURING 6.OPPORTUNITY ACCELERATION
4. 4. Martrain 2015www.martrain.co.uk | info@martrain.co.uk4 CAMPAIGN ELEMENTS 1.RESEARCH & STRATEGY 2.AWARENESS/ INTEREST 3.LEAD GENERATION 4.SALES ENABLEMENT 5.ONGOING NURTURING 6.OPPORTUNITY ACCELERATION Martrain analysed the new structure of the NHS and the potential value of the market including the desktop landscape and the number of organisations still using Windows XP. We then identified the buying teams including Clinical CIOs and Finance Managers and we also tested the messaging that resonated with these contacts. Finally we audited the relevant media including social forums on LinkedIn, and all VMwares content relevant to healthcare. This meant we could confidently build a scalable marketing programme targeting the right people with the right messages across the right channels. FirstName Surname Title Debbie Chappell CommunityInforma9onSystem(EMISWeb)Implementa9onManager Nigel Dearden HeadofInforma9onServices Ian Bolger SeniorITManager JuanPablo Dhillon SeniorInforma9onSystemsDeveloper Paul Izon AssistantDirectorofHealthInforma9cs Andrew Atherton ClinicalCIO Peter Cash ChiefExecu9ve Darren Osborne AssociateDirectorTransforma9on
5. 5. Martrain 2015www.martrain.co.uk | info@martrain.co.uk5 MAKING THE CONNECTIONS TO IMPROVE HEALTH 2 FULLY WIRED AN HSJ SUPPLEMENT/12 JULY 2013 INNOVATIONTHROUGH TECHNOLOGY 12 Health Service Journal supplement 12 July 2013 hsj.co.uk Delivering care for patients in todays busy hospital environment all too often requires clinicians to navigate a maze of complexity and pain points simply to gain basic access to disparate local and national clinical information systems. However, in healthcare environments, where minutes or seconds can make a difference in patient care, it is crucial for staff to be able to quickly and reliably access medical information and applications, including NHS Spine, in the way they want roaming from floor to floor and department to department, both within and outside the hospital, regardless of device or location. Offering this kind of flexibility for clinicians promises both to improve working lives and improve efficiency, as Tracy Doucet, co-founder of IT solutions provider Innov8 and a former NHS trust chair, explains. More importantly, she says, it can offer significant clinical benefits and facilitate genuine transformation and performance improvement. Many of the clinicians we speak to are frustrated at the pain points and barriers they face slow logins and logging in and out of applications often as many as 60 times a day, managing different desktop and clinical application environments and the restrictions created by accessing information on fixed end point PCs that are often located in the wrong places, she says. All in all, it adds up to huge inefficiencies for trusts and frustration for healthcare staff, slowing clinicians down and creating barriers which prevent rather than help them do the important things, the things that really matter managing demand and capacity upstream and providing excellent frontline clinical care for patients. One solution is virtualisation in which users no longer access systems and information on their desktop but through a central server over a local wired or wireless network, broadband or 3G/4G connection. Users can log into their own systems with a single, secure sign-on to NHS Spine applications wherever they are. Implemented well, virtual desktop infrastructure and virtualisation software not only delivers the clinical benefits but also offers a significant opportunity to increase efficiency in the IT department and deliver a significant return on investment in IT infrastructure, she adds. Thats the theory. But the practice has often turned out to be rather different. Ms Doucet says many trusts have tried virtualisation but have got stuck at pilot stage. The costs of large scale deployment have often been prohibitive due to the sheer size of the required server and storage requirements, she says. In cases where significant investment has been secured and larger deployments undertaken, the expected benefits have rarely been realised. Which is where VMware comes in. VMware, whose virtualisation products are already in use in 80 per cent of NHS trusts, has formed a strategic partnership with Innov8, set up by Ms Doucet and two former NHS IT specialists, including Ian Smith, formerly deputy IT director of Nottingham University Hospitals Trust, to develop solutions for the NHS. They have created Mobile Medical Workspace providing an integrated solution that is helping trusts to virtualise desktop delivery and bring about significant improvements in quality, safety and efficiency. Take a day in the life of an orthopaedic consultant, says Ms Doucet. Hes on the ward seeing patients and logged into a patient information system on the ward desktop using his NHS Smartcard. He sees Longwaitstoaccessbasicpatientdataarefrustrating andinefficient.DaloniCarlisleonhowtospeedthingsup THEAGONY OFSLOW LOGINS IN ASSOCIATION WITH VMWARE Providing patient care is a demanding job. Inside the hospital clinicians are always on and always moving. The same, unfortunately, is often not true for their computers. Many times the clinical workstation can be a source of frustration for clinicians. Desktops that are down, locked or simply too slow to use disrupt the workflow and disrupt care. Some nurses log eight kilometres per day as they travel throughout the ward and do not tolerate unavailable or slow workstations. Doctors need immediate access to data and applications and there can be serious consequences if they cannot get it. Doctors also need to access their clinical desktop from locations outside the hospital so they can make treatment decisions faster. As the entire healthcare industry moves towards electronic medical records, it becomes even more critical that desktop systems are always on and always available. The clinical desktop should be the clinicians best friend, the favoured tool, the dependable workhorse. A place where all clinicians resources are located care applications, data, email, internet/intranet, imaging, dictation; everything required to make fast and knowledgeable decisions. None of these descriptions come to mind when we think about the traditional clinical workstation or desktop. Virtualised clinical desktops and applications transform traditional clinical workstations into the clinicians best friend. Cloud-based clinical workspaces untether desktops from static devices and tie them to the clinicians identity. Now clinical workspaces can roam with the clinician, following them from device to device. The desktops are run in the data centre and can be set to always be powered on during the clinicians shift, so logins are fast and efficient. Imagine using your identity badge to tap a card reader and get immediate access to your cloud-based clinical desktop, with all applications and data ready to go in seconds. Virtualisation is a proven technology. Todays desktop virtualisation solutions can run video conferencing, deliver 3D medical images and allow physicians to dictate notes remotely all with a fantastic end user experience. With a VMware AlwaysOn Point of Care solution you can provide 24/7 availability of a virtualised desktop solving the reliability issue typically associated with desktop systems. As one of our virtual clinical desktop users said: Finally IT is doing something for us instead of to us. Tisa Murdock is director of end user solutions for healthcare at VMware www.vmware.com/uk Now clinical workspaces can roam with the clinician INFRASTRUCTURE TISA MURDOCK ON VIRTUAL DESKTOPS hsj.co.uk 12 July 2013 Health Service Journal supplement 13 ALAMY his own desktop and with a single sign-on can access all his clinical applications. Then he gets a call from the ED about an elderly patient with a suspected fractured neck of femur. He pulls his card out of the PC and into a reader on his iPad where he can view the PACS image as he walks down to the ED. He can show the patient the image, discuss the care plan, log into the bed management system or order any tests from the iPad. Then he goes to an outpatient clinic or to a ward in a different location, perhaps even offsite in the community. He can log on to his own desktop session and information anywhere, anytime and on any device. This has the power to transform how, where and by whom care is delivered and bring about significant improvements in quality, safety and efficiency. And it is not a fantasy. Nottinghamshire Health Informatics Service is one of the largest and most forward-looking ICT services in the UK, supporting the technology requirements for NHS trusts and commissioners right across primary care, acute and community hospitals, GPs and other public sector organisations across the county. It has already implemented VMware virtualisation solutions in a large community health clinic and GP practice and is now implementing the Mobile Medical Workspace follow me desktop within an acute hospital. Mike Press, assistant director of IT at NHIS, says: Todays IT directors and health informatics services need to become an enabler and business value creator. Rather than IT driving how clinicians work, IT must remove rather than create pain points, supporting clinicians to deliver the best care, at the best time in the best place. We wanted to develop a simple, cost effective and scalable solution which responded to the needs of our customers instant, always available yet secure access to a wide range of clinical information and applications regardless of their location or choice of device, he says. We wanted to work with a strategic partner who truly understands how we wanted to add value as an IT provider, and who could help us to procure the best available technology and virtualisation solutions. VMware, Innov8 and the NHS are at the start of what Ms Doucet hopes is a sea change in how clinicians access critical information, one that will deliver tangible benefits for staff and patients alike. We are currently undertaking a detailed reference study to really bottom out some of the data about sign-on and the time clinicians waste, she says. But the really interesting part will be working with clinicians and managers to understand how this technology can help them transform the services they provide and help the NHS to develop entirely different and better integrated models of care across health communities. IT must remove rather than create pain points, supporting clinicians to deliver the best care Fast forward: new technology promises an end to long waits at the keyboard Following a detailed media audit of both on and offline media options, suitable content opportunities where secured and are leveraged via email comms and news letters. CAMPAIGN ELEMENTS 1.RESEARCH & STRATEGY 2.AWARENESS/ INTEREST 3.LEAD GENERATION 4.SALES ENABLEMENT 5.ONGOING NURTURING 6.OPPORTUNITY ACCELERATION
6. 6. Martrain 2015www.martrain.co.uk | info@martrain.co.uk6 CAMPAIGN ELEMENTS 1.RESEARCH & STRATEGY 2.AWARENESS/ INTEREST 3.LEAD GENERATION 4.SALES ENABLEMENT 5.ONGOING NURTURING 6.OPPORTUNITY ACCELERATION Ongoing email campaigns are managed by our marketing automation system and when a prospect is showing a desire to learn more, downloading content or completing a survey, they are followed up by telephone. These leads are then passed over to the VMware sales team. We are also running ongoing upsell campaigns to existing VMware EUC users.
7. 7. Martrain 2015www.martrain.co.uk | info@martrain.co.uk7 VMware in Healthcare Transforming the Cost, Quality and Delivery of Patient Care F A Q / 1 F R E Q U E N T LY A S K E D Q U E S T I O N S Q. What is new in Horizon Mirage 4? A. Horizon Mirage 4 includes the capability for application layering. IT administrators can now build layers that include individual applications or groups of applications to deploy and manage centrally for any combination of end users. Horizon Mirage 4 includes Fusion Professional, so IT administrators can deploy corporate images and applications to virtual machines running on Mac- or Linux-based desktops and laptops. Horizon Mirage 4 includes VMware ThinApp application- virtualization technology to enable isolation and encapsulation of traditional Windows desktop applications for inclusion in image layers managed by Horizon Mirage. Q. How well does the synchronization perform over the WAN? A. Horizon Mirage was designed to excel over the WAN by leveraging deduplication both in storage and during network transfers. Horizon Mirage uses a global manifest in storage to ensure that data is stored only once. Horizon Mirage sends data across a network only when it is needed. Horizon Mirage (before network transfer) scans the source and the destination, computes the delta (i.e., determines which files are missing) and sends only what is required. Horizon Mirage also compresses network transmissions for additional network savings. Q. Does Horizon Mirage replace my PC life-cycle management (PCLM) solution? A. No, Horizon Mirage is not a replacement for PCLM solutions but complements and extends existing tools and processes. The image-layering technology enables IT to easily migrate user data and profiles for in-place OS migration or hardware- refresh processes. Additionally, snapshots of PCs enable rollback or quick recovery in case of a failure. Q. Can I adjust policies in Horizon Mirage? A. The IT administrator can use settings in Horizon Mirage to customize how the Horizon Mirage system worksincluding how often snapshots are taken, what types of files are (and are not) centralized and how endpoints are centralized to the systemand to control role-based authentication for the Horizon Mirage management system. Q. How does Horizon Mirage enable end-user personalization of PC systems? A. Horizon Mirage maintains all end-user data even when an IT administrator applies base layers. The only time end-user data is changed or modified is when it conflicts with data in the base layer. For example, if an end user has previously installed Solution Basics Q. What is VMware Horizon Mirage? A. VMware Horizon Mirage is a layered image management solution that separates the PC into logical layers that are owned and managed by either IT or the end user. You can update IT-managed layers while maintaining end-user files and personalization. To maximize end-user productivity, snapshots and backups of layered desktop images enable quick recovery or rollback in case of failure. Q. How does Horizon Mirage work? A. Horizon Mirage categorizes a PC into logical layers owned by either IT or the end user, sends a complete copy of the system to the datacenter and keeps it synchronized. If an end user goes offline, Horizon Mirage performs a synchronization the next time that user comes back online. Synchronization pushes updates to the IT-managed layers and sends user- initiated changes back to the datacenter. Centralization and synchronization enable IT to manage the PCs more effectively. Images managed by Horizon Mirage can run natively on Windows laptops and desktops or as virtual desktops running locally on Mac or Linux systems with VMware Fusion Professional. Q. How do the Horizon Mirage logical layers work? A. When the Horizon Mirage client is installed on a PC, it scans the entire device and categorizes all of its contents into a number of logical layers. It creates two groups of layers: those that IT owns and manages and those that the user controls (such as the users profile and data and the applications the user installs). Horizon Mirage does not move anything around on the PC and does not isolate or virtualize the components. Instead, Horizon Mirage categorizes the data on a PC so that IT can perform more-granular management of the system components. After an update is made to a layer, that change is merged into the image running on that end-user system. Q. How does Horizon Mirage categorize the data on the computer into separate logical layers? A. The data is all stored in the datacenter, and Horizon Mirage uses algorithms to determine which objects on the endpoint belong to which logical layer. The information in the datacenter is stored in logical groupings of data from each endpoint that the Horizon Mirage server records. VMware Horizon Mirage D A TA S H E E T / 1 AT A GLANCE VMware Horizon Mirage is a layered image- management solution that separates the PC into logical layers that are owned and managed by either your IT organization or the end user. You can update IT-managed layers while maintaining end-user files and personalization. To maximize end-user productivity, snapshots and backups of layered desktop images enable quick recovery or rollback in case of failure. BENEFITS Simplify the PC by transforming it into centralized, layered image services. Manage and secure PC images centrally to lower IT costs through built-in backup and recovery. Empower end users with a personalized desktop experience and optimized productivity. D A TA S H E E T VMware Horizon Mirage Your Cloud, Your Desktop, Just Got Better What Is VMware Horizon Mirage? When Horizon Mirage is installed on a PC, it scans the entire device and categorizes all of its contents into a number of logical layers. Horizon Mirage doesnt move anything around on the PC. It just categorizes the data, so that your IT staff can perform more- granular management of the PC. Horizon Mirage then sends a complete copy of that PC image to the datacenter and keeps it synchronized. If an end user goes offline, Horizon Mirage performs a synchronization the next time that user comes back online. That synchronization includes the updates IT has made to the IT-managed layers, as well as changes that the end user has made to the system. Images managed by Horizon Mirage can run directly on a desktop or laptopor inside a virtual machine with VMware Fusion Professional. End users can leverage local computing power, such as CPU or graphics, whether they are online or offline. The Horizon Mirage architecture includes the Horizon Mirage server in the datacenter to centralize desktop management and protection, the Horizon Mirage client to create a local cache for an optimal user experience at the endpoint, and advanced WAN optimization technology to speed bidirectional synchronization over the WAN. Accelerate Windows 7 Migrations Horizon Mirage accelerates the most common approaches to Windows 7 migrations: upgrading an existing Windows XP device to Windows 7 or migrating an end users profile and files to a new Windows 7 machine. In addition, Horizon Mirage takes a full snapshot of the Windows XP system before it attempts the migration, so if something goes wrong, you can quickly restore the end user to the previous system. With these enhancements to a Windows 7 migration project, a 5,000-person organization could easily save USD $600,000 in IT time and more than USD $1,000,000 in user productivity. Simplify PC Backup and Desktop Recovery Whether you need to reimage a desktop, replace a broken hard drive, replace a lost or damaged PC, or roll back a malfunctioning PC to a previously working snapshot, restoring the desktop can be difficult. Horizon Mirage takes snapshots of an entire PCincluding OS, applications, files and personalizationand restores an exact image of the end users old system to any replacement device. Easily Manage Remote and Branch Office PCs Without Added Infrastructure Horizon Mirage was designed to excel over the WAN by leveraging deduplication capabilities, both in storage and during network transfers. This gives IT a powerful tool for managing laptops and desktops used by remote offices, home workers and traveling employees. Horizon Mirage centralizes exact copies of these endpoint PCs over the WAN and into the datacenter. A responsive campaign microsite has been developed with a wide range of materials for sales enablement, including: Animation Product sheets Technical sheets Sector brochures FAQ CAMPAIGN ELEMENTS 1.RESEARCH & STRATEGY 2.AWARENESS/ INTEREST 3.LEAD GENERATION 4.SALES ENABLEMENT 5.ONGOING NURTURING 6.OPPORTUNITY ACCELERATION CLICK TO VIEW VMWARE MICROSITE
8. 8. Martrain 2015www.martrain.co.uk | info@martrain.co.uk8 VMware Point of Care Solutions for Clinicians and Caregivers Who Is VMware? VMware, the market-leading virtualization software company, transforms healthcare IT with trusted solutions that improve the cost, quality, and delivery of patient care. What Does VMware Do? Mobile clinical workspaces are the future of patient care. VMware delivers point-of-care solutions that enable nonstop, mobile access to clinical applications and information. Why VMware for Clinicians? Like you, VMware solutions are always onwhether youre in the operating room, your office, a remote clinic, or a lab. They dont make you think about technology. They just workwhenever, wherever the care takes place. Thats why regional, community, university, government, and rural hospitals, clinics, and labs around the world rely on VMware point-of-care solutions. VMware, Inc. 3401 Hillview Avenue Palo Alto CA 94304 USA Tel 877-486-9273 Fax 650-427-5001 www.vmware.com Copyright 2010 VMware, Inc. All rights reserved. This product is protected by U.S. and international copyright and intellectual property laws. VMware products are covered by one or more patents listed at http://www.vmware.com/go/patents. VMware is a registered trademark or trademark of VMware, Inc. in the United States and/or other jurisdictions. All other marks and names mentioned herein may be trademarks of their respective companies. Item No: VMW_10Q3_SS_COLUMBIA_MEMORIAL_USLET_EN_R1 University Hospitals of Morecambe Bay NHS Foundation Trust has implemented a virtual desktop infrastructure in A&E to give staff easier access to Lorenzo. The VMWare Horizon View solution lets users log-in to the system from any hospital computer using their NHS smartcards while maintaining their applications and Spine sessions. IT manager Andy Wicks told eHealth Insider that the cloud solution was live across all emergency departments and had been a game changer for clinicians. Subject to business case approval, the trust is looking to roll it out throughout Morecambe Bay. Morecambe Bay became the first to introduce CSCs Lorenzo electronic patient record system as part of the National Programme for IT in the NHS in 2010, but has run into several problems with the implementation. Our problem in the emergency department is around accessibility and making Lorenzo more accessible. We got the login down to about 15 seconds, but when clinicians need to log on several times, that takes up a lot of time. Wicks explained that by using the virtual desktop, together with a single sign-on solution from Imprivata and Callisto Spine session persistence software, mobility for staff had increased. The desktop is hosted on a virtual machine. You walk up to the PC, use the smart card and log on to Lorenzo and PACS, you can do what you need to do, when you pull your card out and it will lock the machine. Then when you go on to another machine, and log on there, and your session will be right where you left off, he said. The trust has been working on the solution with a number of companies on the solution. It worked with BDS Solutions on the VMware virtualisation project and with Business Management Services on the single sign-on and session persistence aspects. Nigel Elson of Isosec explained: We worked with NHS Connecting for Health and Morecambe Bay to develop a solution that maintained the Spine application sessions when the card was moved out of range, but maintained strong security through the use of screen blanking and customisable timers. This was a case of a good group of products and suppliers working with the trust to deliver a great solution. The trust is piloting the system in outpatient departments as well. In an outpatient setting, a consultant uses two rooms, said Wicks. Before the consultation, the doctor would look at the patients records in one room, and then walk next door to the examination room and see the patient. Hes then leaving the information in the other room. Doctors would previously have to write the information down on paper and bring it into the consultation, but now could simply log on to the computer while examining the patient and still have all the information on the screen. He added that the new infrastructure also solved an information governance issue as there was no risk of staff staying logged on to the system when they walked away from the computer. More than 4,500 staff are trained on the system, with up to 1,500 users per day accessing it using smart cards. CUSTOMER CASE STUDY 5 March 2013, Lis Evenstad, ehealth INSIDER Morecambe gets Horizon View of Lorenzo University Hospital of Morecambe Bay VMWARE CASE STUDY INDUSTRY Medical CORPORATE HEADQUARTERS Frimley, Surrey EMPLOYEES 3500+ WEBSITE www.frimleypark.nhs.uk OBJECTIVE Frimley Park Hospital wanted to be able to manage its IT from one central location, while freeing its up workforce to concentrate on the development of strategic technology deployments. SOLUTION The rm has virtualized all of its A&E department desktops using VMware View technology, creating a secure and easy to manage unied system, which has resulted in time savings and a drop in energy bills. Frimley Park Hospital, Surrey, is a leading NHS foundation trust serving more than 400,000 people across north-east Hampshire, west Surrey and east Berkshire, although its catchment for some services is much wider. In addition to the main hospital site at Frimley, it runs outpatient and diagnostic services from Aldershot, Farnham, Fleet and Bracknell. VMware View proves an ideal t Following three consecutive years when Frimley Park Hospital was rated by Dr Foster Intelligence among the top 10 safest hospitals in the country, the trust was named hospital of the year runner up in the Dr Foster Hospital Guide 2012. The Trust is committed to providing rst- class care for patients and has recently redeveloped its emergency department to include state of the art facilities. In the Trusts emergency department, there are over 100 desktop computers, which can all be used by all staff and each has exactly the same functionality. As NHS Hospitals are under increasing pressure to make their funds go further and come up with innovative ideas to generate extra revenues, the IT team wanted a way to cost effectively manage these desktops from one central location. Our emergency department desktops are all set up to have exactly the same functionality, with all desktops auto logging on they have the clinical functionality they need. However, when it came to software upgrades or maintenance, each machine needed upgrading and monitoring individually, which was incredibly time consuming especially if we needed to deploy a new brand new application or system. The Trust decided that a virtual desktop infrastructure (VDI) would be the most appropriate technology to use across the emergency department. With VDIs ability to concentrate resources onto one platform and replicate software across an entire IT estate, Frimleys staff could simply access the clinical applications required with the minimum of effort, whilst having a consistent desktop delivered from the datacenter. With VDI, we could deploy multiple desktops in a short period of time, and provide upgrades to existing software centrally with the minimum of effort. We chose VMware over Citrix as the provider due to its licensing being attributable to a client desktop, rather than a server operating system. The deployment of the technology also improves security on-premise as all of the data is held within the Datacenter rather than cached locally on end point devices. Virtual infrastructure saves time and money Using VMware weve managed to change the old into new overnight and with minimal disruption to the service we provide our staff and, in turn, patient care. The move to VDI has freed up a signicant amount of the IT teams time, which can be used to develop cloud services to the local area. We can focus on the big picture now, planning for future deployments rather than upgrading desktops one at a time. We can work on a hundred computers at once, making all the necessary upgrades in a matter of hours. In the future, the team is looking to build on its VDI use by allowing staff to connect to the desktops from their personal tablets helping them to keep abreast of information on the go. We get a lot of queries from the medical team about their personal devices and whether they could start using these on the ward soon. This is something were already looking into and are condent of deploying the BYOD solution in the near future. We pride ourselves in providing our patients with the best possible care and so keeping abreast of the latest innovations and developments is vital to our success. When we virtualised our ED departments desktops we freed up the IT teams and clinical staffs time, paved the way for major energy savings and improved security across the board Jon Petre, Infrastructure Lead, Frimley Park Hospital VMware, Inc. 3401 Hillview Avenue Palo Alto CA 94304 USA Tel 877-486-9273 Fax 650-427-5001 www.vmware.com Copyright 2012 VMware, Inc. All rights reserved. This product is protected by U.S. and international copyright and intellectual property laws. VMware products are covered by one or more patents listed at http://www.vmware.com/go/patents. VMware is a registered trademark or trademark of VMware, Inc. in the United States and/or other jurisdictions. All other marks and names mentioned herein may be trademarks of their respective companies. Item No: 13Q2_Frimley Park Hospital_UK 03/12 50 Years of Growth, Innovation and Leadership A Frost & Sullivan White Paper Virginia Cardin, Dr.P.H. www.frost.com Maximize Clinical Performance 1 Minimize Risk Constant Access to Patient Care Applications and Information in a Digital World For a long term campaign it is important that content is continually refreshed and updated to drip-feed information into the buying cycle. Case studies, white papers, ongoing PR and expert opinion articles provide this. New information is broadcast (internally and externally) through regular scheduled email comms, such as newsletters. Long term opportunities are also nurtured by telephone in collaboration with the VMware sales team and partners. CAMPAIGN ELEMENTS 1.RESEARCH & STRATEGY 2.AWARENESS/ INTEREST 3.LEAD GENERATION 4.SALES ENABLEMENT 5.ONGOING NURTURING 6.OPPORTUNITY ACCELERATION
9. 9. Martrain 2015www.martrain.co.uk | info@martrain.co.uk9 Events, webinars, seminars and forums provide a great opportunity to interact with clients and prospects. By leveraging our marketing automation platform VMware is able to promote events, on and offline, and our design team provides flexible resource for any pre, on-the-day, and post event materials required. CAMPAIGN ELEMENTS 1.RESEARCH & STRATEGY 2.AWARENESS/ INTEREST 3.LEAD GENERATION 4.SALES ENABLEMENT 5.ONGOING NURTURING 6.OPPORTUNITY ACCELERATION
10. 10. Martrain 2015www.martrain.co.uk | info@martrain.co.uk10 OUR AGENCY Martrain is an integrated multi-channel marketing agency supporting leading global Tech vendors and their Technology, Integration and Distribution Partners. For over two decades we have worked strategically with our clients to derive the maximum return from their marketing activities. Martrain has a particular focus on Sales and Marketing alignment, including Sales enablement, which we see as critical to the success of any B2B marketing initiative. Our key clients include the likes of SAP, VMware and Mitel and we are incredibly proud to be able to work alongside global vendors who are at the top of their respective fields. By acting as the bridge between your marketing and sales teams, as well as feeding and managing opportunities through your sales funnel, Martrain provides long term, sustainable value. Hector Taylor hector@martrain.co.uk Francis Lloyd francis@martrain.co.uk