1. Marketing, Sales & Business Development Surgical Division (SD)
Marketing & e-Business
Surgical Division
Team 2007
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2. Content Marketing, Sales & Business Development SD, Organisation
Marketing & e-Business Surgical Division, Focus
Partner/Customer Segments
Productions & Services
Team – Fields of Activities
Keys for Decisions
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3. Surgical Division Business & Relationship Network
Economic influences
Socio-cultural influences
Political-legal influences
NAM AP
EUR
DSA
Information, Processes, Services, Products
Information, Processes, Services, Products & Components
Partners
Suppliers
Allies
Joint ventures
Consolidation, Verification, Harmonization
LMS Group
SU’s/Dealer’s
Dealer’s
Balancing
Strategies, Policies, Expectations,..
Customer’s
Shareholder
Leica SD
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4. Marketing, Sales & Business Development Surgical Division Organisation
12/05/2019

5. Marketing & e-Business Surgical Division Focus – International Marketing
a) Marketing (international)
LMS MARCOM SD > Participation on LMS Marketing&Communication Meetings & Projects > Consolidation and Participation within SD Global Marketing Meeting
Marketing plan (M-Tool)
Management of international SD Marketing Activities
Contribution and Consolidation of worldwide Marketing Activities
Events, Advertising, Workshops, Sales Meetings, Promotion, Mailings, Press Releases, e.g.
Development and Management of international SD Mediaplan
Surgical Division Demo Pool Management
12/05/2019

6. Marketing & e-Business Surgical Division Focus – International Marketing cont.
a) Marketing (international) , cont.
SD Market News
Observation of Market Trends and News
Supply of Market Reports and Information
Supply of Company Information within the SD Markets
Supply of Country Data related to medical Business
Supply of competitive Market Information
LIP Input – Marketing concept > Workout of international Marketing Concepts for SD LIP > Contribution and Participation in SD LIP-process
12/05/2019

7. Marketing & e-Business BU SOM Focus – International Communication
b) Communication (international)
Marketing Communications
MICOM, PartnerNews, Unit Letter, SuccessExpress
Event Management
Organisation of International Events (Sales meeting, Congresses, e.g.)
Public Relations
Development and Implementation of international PR activities & campaigns
Product Promotion
Development and Production of Product Documentation such as: > Manuals, Brochures, Flyers, Promotional Items, (more see Productions)
Sales Promotion
Development and Production of international Sales Promotion campaigns
Advertising
Development and Management of intl. Advertising campaigns
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8. Marketing & e-Business BU SOM Focus – e-Business
c) e-Business
LMS Solution Center SD, world wide public web presence
Development and Management of Content
LMS e-Commerce, CRM
SD Participation on current projects
SD BusinessWeb, worldwide knowledge management
Development and Management of Content SD
Development of new Transactions and Tools to speed up Business Interactions between SD and Partner Organisations
SD Customer Complaint Management (CCM)
Management and further update of the SD CCM
d) Various
SD Customers Support & Marketing Services
12/05/2019

9. Marketing & e-Business Surgical Division Partner/Customer Segments
Per Region:
North America Organisation
Europe Organisation
Asia/Pacific Organisation
DSA Organization
Per Company Organisation
BU SOM Organisation
LMS Central Marketing
Per Organisation
Intl. Congress Organisation
Intl. Market Groups (IOIS, e.g.)
Intl. Media Companies
Per external Organisation
Supplier/Producer
Agencies
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10. Marketing & e-Business Surgical Division Productions & Services
Main - Productions:
User Manuals incl. CD-R‘s (EU -Languages)
Installation Manuals
Product Brochures
Image Brochures
International Promotion campaigns
International Press Releases
Selling Guides
Promotional Items
Advertising Gifts
Product Training Documentation
Product Presentations (virtual)
Flyers
Posters, Banners
Advertisements
Main - Services:
International Marketing information
Online Ordering Promotional Items
Online Knowledge & Information exchange
Templates for Mailings (for sales partners)
Templates for Posters (for sales partners)
Templates for Presentations (for sales partn.)
Templates for CD-R’s
HQ Product Pictures (for sales partners)
SD Demo Pool management
Desktop Publishing Services
Language Translations
12/05/2019

11. Marketing & e-Business Surgical Division Team – Fields of Activities
Christian Dominguez, Marketing & e-Business Manager SD
SD Marketing, Communications, Projects
SD e-Business
Mylène Alt, Marketing & Communication SD
International Marketing Projects
Public Relations
Promotion Projects
Content Maintenance Intra/Inter-net
Harald Buechele, Desktop publishing (DTP) SD
Corporate Design f. SD, Sets and Layouts
Marketing Supplies Coordination
Marketing Productions
Eva-Maria Rodriguez, Customer Support & Marketing Services SD
Demo pool Management and Affairs
Customers/Partners Support
Support Marketing & Communications
12/05/2019

12. Marketing & e-Business Surgical Division Keys for Decisions
Increase Profit
Reduce Costs
Enhance Services
Improve Investments
These Keys are basic elements.
New productions and/or services have to be aligned accordingly.
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13. The Chance
Consider how many people contact your company every day ? To order something, to ask questions, to talk about experiences with your product or your service or your company.
Whether they have been customers for many years or are potential new customers, business partners, competitors or people that have come upon your company coincidentally, each contact effects the yield (and with it the profitability) of your company.
If you treat everyone who contacts your company like a customer, and when you have recognized how valuable each contact is, then that can mean more growth and new chances for you.
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14. Communication Strategy Surgical Division
The Marketing Communication concentration focuses on the
management of business communication with customers, markets, employees, business partners, and other organisations ...
... to enforce the awareness and recognition of Leica Microsystems first class surgical products and services.
12/05/2019