How to Drive Adoption of Intelligence Systems

The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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How to Drive Adoption of
Intelligence Systems
A Complimentary Webinar from Aurora WDC
12:00 Noon Eastern /// Wednesday 11 November 2015
~ featuring ~
Zena Applebaum Chris Taylor JP Ratajczak

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Zena Applebaum is the Director of Competitive Intelligence at Bennett Jones LLP, a
leading international law firm based in Canada. Zena’s primary responsibilities include
practice development, market and competitor performance analysis, client relationship
management, counter-intelligence and marketing. Zena brings a unique perspective to
intelligence and market dynamics as a result of broad business development, data
management, marketing, and corporate research experience in a variety of sectors. Zena has
a joint academic and applied Master of Arts degree in Communication and Culture from York
and Ryerson Universities. A regular speaker and writer on competitive intelligence topics in
Canada and abroad, Zena authored “Business Intelligence for Law Firms” published in
November 2012, by The Ark Group. Zena currently serves as a The Chair of the Special
Library Association Competitive Intelligence Division Board of Directors and is a former
member of the SCIP Board of Directors.
Email: ApplebaumZ@bennettjones.com Twitter: @ZAppleCI
The Intelligence Collaborative is the online learning and networking community powered by Aurora
WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence
methods to solve real-world business problems.
Apply for a free 30-day trial membership at http://IntelCollab.com or learn
more about Aurora WDC at http://AuroraWDC.com.

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Chris Taylor is the Manager of Market Intelligence at athenahealth, a cloud-based
vendor of software enabled services and mobile tools for healthcare providers. Chris
manages market surveillance, competitive intelligence, and industry research on topics that
include total cost of ownership of healthcare IT and the impact of software implementations
on hospital bond ratings. Chris came to athenahealth from the provider side of healthcare
where he spent two years as a Financial Management Fellow at the Yale New Haven Health
System. Chris holds an MBA from the Yale School of Management and a BA in Economics
from George Washington University.
Email: chtaylor@athenahealth.com

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Questions, Commentary & Content

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Happy 10th Birthday FirstLight!
getFirstLight.com

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• Aggregation platform to bring together internal and external data
• One stop information, analysis and intelligence shop
• Two way communication platform - sharing intel, seeing who is
reading/accessing what, analytics
Why Do I need one?
• "We each know what we all know" – how our clients and customers think
• Access to two way communication
• Automates collection and dissemination, frees up the analysts to actually
analyze.
8
What is an Aggregation System or Intelligence Platform

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Current Awareness + Intelligence
= Competitive Advantage
On-going media
searches, customized
alerts, new titles,TOCs,
Current Awareness –
Know your Client
Early warning indicators
– opportunity
identification
BenNet Books
Knowledge Products
Bennett Jones System Deployment = Competitive Advantage

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If you build it…

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Daily
Engagement
Special
Projects
OnBoarding
Launch
Four Channels to Drive Adoption of Intelligence Technology

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Link to site on Intranet – Now, RSS to HomePage
Desk drop piece (collateral)
Desk side visits
Announcement from COO
Set up a single email address for feedback & requests
Launch

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• Within 6 months of launch:
• 20+ client pages
• 10 practice /business line pages
• Reduced email
• More time spent on analysis
• Adoption/Use metrics higher than other new technologies
• Bonus
• "I got it in my Pipeline"
• "can you add that to the Pipeline/Aggregator"
Our Success

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• Every new employee is given a tour of the system:
On Boarding – LaunchAgain

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Special Projects • Elections
• Legislative Changes
• How congress is voting
• How you/your business will be impacted
• Decision
• M&A
• Resulting issues
• Analyst coverage
• Product Launch
• Your own
• Competitor
• Crisis Management
• Your own
• Competitors
• Weather
• RFP process/ Prospect
Provides the opportunity to
remind people that your
intelligence technology service is
a timely and relevant
mechanism. It’s the meeting
point between launch and daily
engagement.
Like shopping in your own closet.

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• The most important part of your adoption strategy
• Encourage daily use of the system
• Intelligence briefings
• Current marketing collateral
• Competitors filings
• Scorecards
• Product comparisons
• Analyst reports/coverage
• News/current awareness
• Daily Newsletter !?!?
Daily Engagement

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Cause of Death
• Newsletters are boring
• Newsletters aren't personalized
• Newsletters don't build
relationships
• Newsletters don't create leads
• Newsletters are long
• Newsletter content is slow and
irrelevant
Alleged Killer
• Technology
Why Are Newsletters Presumed Dead?

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newsletter is a regularly distributed
publication that is generally about one main
topic of interest to its subscribers.
Newspapers and leaflets are types of
newsletters. (Merriam Webster)
• Interest = customized (subscription based)
• Distributed (push not pull)
• Publication of some kind – i.e. words
conveying a message through a medium
Be creative, have an opinion, provide analysis. Newsletters provide a service to
readers. What is your service level?
Foyer, Foyer- It's all about Semantics

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Modern Newsletter Examples

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Analytics & Engagement

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Market Intelligence at athenahealth
► Who we are: We are the eyes and ears for account-
facing teams on the market, helping them to better
understand their constituents and to capitalize on
opportunities to build trust and credibility.
► What we do:
• We relentlessly pursue information on clients, prospects, competitors,
market segments and trends.
• We transform information into actionable intelligence backed by MI
best practices around data collection, validation and analysis.
• We communicate intelligence in a variety of formats suitable for
internal and external audiences.
• We identify and nurture industry contacts who can provide
information and open doors for C-suite access.

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We support market facing teams in the
following ways
Surveillance – Continuous monitoring
• Automated, custom daily news alerts on named accounts & competitors
• Opportunistic communications (e.g. Market for EMRs Still Strong)
• Ongoing topic tracking (e.g. hospital credit rating downgrades)
• 1x1 outreach (e.g. we found a new resource for you)Industry Research – Insights on the market
• Market segment reports (e.g. Emergency Department staffing)
• Topical primers (e.g. Medicare Advantage)
• Competitive intelligence
• Proprietary insights (e.g. Total Cost of Ownership whitepaper)Account-Specific Research – Insights on prospects & clients
• Ad hoc research on accounts and execs (for meeting gen or prep)
• Event prep
• Lead gen and nurture analyses across accounts

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Surveillance: The business need
► ~30% year-over-year growth
► Dramatically changing sector
► Clients and prospects range from 1-doc
practices to the country’s largest systems
► Access and awareness key to penetrating
industry dominated by legacy players

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Surveillance: The solution
►Daily News Alerts
► News coverage across >2,400 prospects, clients,
competitors, and other key targets
► Customization by salesperson’s book of business,
account ownership, or territory coverage
► Software-enabled services (provided by Aurora WDC)
that continuously learn and improve

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Surveillance: The Solution
…
Platform to
disseminate
featured
content
Coverage across
competitors and
2,400 prospects
and clients

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We track user engagement on a weekly basis

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Competitive Intelligence: The business need
►Selling into multiple “sockets” (e.g. practice
management, electronic health record,
population health)
►Highly complex and changing set of
competitors
►Tactical intelligence needed to be timely,
relevant, accessible

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Competitive Intelligence: The solution
►Competitive intelligence platform lives in
Salesforce CRM
► Allows easy access and encourages crowd-sourced
intelligence
► Ensures competitors are linked to active opportunities
and existing clients
► Fed by Daily News Alerts
► Low-effort sourcing and dissemination of intelligence
enables our team to focus on analysis

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How to Prep for 2025’s Intelligence Technology
featuring Nova Spivack
CEO and Co-Founder of Bottlenose
Wednesday, December 16 | Noon ET

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Chris Taylor
chtaylor@athenahealth.com
Zena Applebaum
ApplebaumZ@bennettjones.com
@ZAppleCI

How to Drive Adoption of Intelligence Systems

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How to Drive Adoption of Intelligence Systems