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1、 McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE Stan RappStan Rapp Relationshipmarketing Databasemarketing Telemarketing Catalog production Custom publishing Infomercials John ElkinsJohn Elkins Corporate brand positioning Corporatenaming Corporateidentity B

2、rand equitypositioning Package design Retail design Ira CarlinIra Carlin Internetcommunications Intranet communications On-line-service communications Websites CD ROMs KiosksJim HeekinJim HeekinMarcio MoreiraMarcio MoreiraJens OlesenJens OlesenMichael SennottMichael Sennott McCann-EricksonWorldwide

3、Allied Agencies Hasan & Partners; JBR; A&LJay AdvertisingRonnbergAmster YardPhillips-Ramsey Mark DowleyMark DowleyEvent marketingPresence marketingSales promotionEvent productionEvent designLawrence WeberLawrence Weber Public relations Investorrelations Corporatecommunications Public affairs

4、 New-mediaservices Joe TorreJoe Torre Healthcareprofessional communications Healthcareconsumercommunications Medicaleducation Detailing New-mediaservices Strategicconsulting McCANN HEALTHCARE NEW YORKFAIR LAWNPARSIPPANYEAST HANOVERMONTREALCHICAGOTORONTOLA JOLLAMEXICO CITYJOHANNESBURGSYDNEYMELBOURNES

5、INGAPORETOKYOOSAKABEIJINGSHANGHAIHONG KONGMUNICHMILANCOPENHAGENPARISMANCHESTERLONDONLYONBARCELONAMADRIDAUCKLAND32 Healthcare Agencies in 22 Cities across 13 CountriesOperation through McCann network of 182 cities in 123 countries McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCAR

6、E McCANN HEALTHCARE McCANN HEALTHCARE Our PhilosophyTRUTHWELLTOLD McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE Bernard Yiu - COO, Head of MediaNiu Ai Guo, General Manager, National Buying McCANN HEALTH

7、CARE ClientClientClientCENTRALFINANCE McCANN HEALTHCARE Ellen LawAMD: J&J AORLinda WangPlanning SupervisorTanya LiuPlanning Supervisor/AORWang Zhen HuiPlanning Supervisor/AOR4xPlanners/Asst. PlannersRachel WangMedia Planner McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE

8、McCANN HEALTHCARE 050100150200250300ZenithMindshareMcCannOMDMediaComHahuhodoFCBMedia EdgeStarComEuro RSCGDMB&B19971998US$m McCANN HEALTHCARE 75%13%1%4%7%TVROPRADIOMAGSOOH McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE SRG TV Peoplemeter ratingsReliable methodologyMarket coverage (10 at en

9、d of 1999)YesSRG Adex competitive spendingLinkage with TV audience (220 stations, 220 titles) Misreporting, no radio/OOHYesSRG Adquest SoftwareSlow, in flexibleYesSRG Express Monitoring24 hour serviceReliabilityYesSRG Millennium Report30 markets (8 proprietary)Duplication with TGIYesSofres TV Diary

10、ratingsMarket depth (60+)Methodology/reliabilityYesSofres TV Peoplemeter ratingsReliable methodologyMarket depth (2), duplication with SRGYesSofres Infoplan softwareSlow, in flexibleYesCVSC National Readership Survey Ongoing panelDuplication with TGINoCVSC TV monitoringCoverage (60 cities)Not known

11、to 4AsNoTGI Teen SurveyIn depth on teensSingle wave per yearNoTGI Rural SurveyIn depth on smaller marketsSingle wave per yearNoX&L Competitive DataDepth of data (350 stations, 225 titles)No link to TV ratings, misreporting, no readio/OOH NoX&L Express monitoring24 hour serviceReliabilityNoX&

12、amp;L SoftwareFast, flexibleOnly with X&L dataNoTGI Consumer SurveyConsistent, easy to useSingle wave per yearYesCMM NewsletterLatest InformationYesStatistical YearbooksDepth of informationGovernment sourceYesMedia MagazineLatest InformationYes McCANN HEALTHCARE ItemProsConsAvailableMedia in Min

13、dAttitudes, lifestyle and consumption vs media habits 3 cities in 2000Jan-00Total Impact Planner Combined R/F, lnked to MiM3 cities in 2000Jan-00CognitoMedia focus groups3 cities in 2000Jan-00PULSEForward lifestyle trends3 cities NowMDASChina operating systemNowMcMerge/SpendingSOV vs. SOS in competi

14、tive spending reportsBest use of available data NowMcMerge/Monitoring Automatic monitoring reports with SRG expressBest use of available data NowMcIntegratorOptimizer for CCTV, provincial and city TVNowTeleweighterChina Effective Frequency estimatorNowProphecyChina awareness and laydown modelerJan-0

15、0CompassOn line planning systemFall 2000McWisdomGlobal sharings of best practicesNowLASERChina print selection rationaleBest use of available data NowMOBSChina outdoor selection rationaleBest use of available data NowBAMChina market priority modelBest use of available data Now McCANN HEALTHCARE McCA

16、NN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCAR

17、E OTC Market is formingHealth Reforms are pushing self-payIntense competition in all categoriesLocally manufactured Brands are catching up in quality McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN

18、 HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE Our technique for translating consumer information into consumer insightA process for gathering, decoding and expressing consumer sentiments to make our communications more effective McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCA

19、RE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE Problem Skin (eczema/dermatitis) SufferersMild - ModerateModerate - SevereSelf medicateOTC prepsInitial consult with doctorResults basedIntolerant of symptomsPre-empt symptomsStock (partial) to avoid escalation problem skin (eczema/dermatitis)

20、 Brand loyal (partial)Well experienced in therapySwitch if better therapyKnow of side effectsAll Problem Skin Symptom SufferersunknownNOT OUR PRIORITY in 00 McCANN HEALTHCARE Problem Skin ( eczema/dermatitis) SufferersCHRONIC Mild - ModerateCHRONICModerate - severeAll Symptom SufferersunknownNOT OUR

21、 PRIORITYHigh volume users of steroids and a- fungalsRemain with Rxed therapyInfo seekers and partial trialistsMore tolerant of symptoms (resigned)Skeptical of brand claims McCANN HEALTHCARE Uncovers the core meanings of brands in the minds of consumers to generate a footprint that can travel with t

22、he brand McCANN HEALTHCARE McCANN HEALTHCARE An imaginative, interpretive, intellectual planning process focused on generating ideas of commercial value for our clients brandsuConceptual TargetuCore DesireuRole of BranduCompelling Truth McCANN HEALTHCARE “The complete treatment, ensuring a more cert

23、ain outcome, in all cases of eczema / dermatitis”“Another treatment for certain cases of eczema / dermatitis” McCANN HEALTHCARE uConceptual TargetuCore DesireuRole of BranduCompelling Truth“Another treatment for certain cases of eczema / dermatitis”“The complete treatment, ensuring a more certain ou

24、tcome, in all cases of eczema / dermatitis” McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE Experienced:Recurrent condition, tried many treatmentsAnticipative:Anticipate/expect success (rapid resolution of symptoms and healing)Intolerants:Will not tolerate failure McCANN HEAL

25、THCARE A definition that appeals to the expectations of a target who are well experienced in a recurrent condition and have past experiences with a variety of treatments (good and bad) and are now looking for a more certain outcome McCANN HEALTHCARE McCANN HEALTHCARE Selling Protection against infec

26、tion rather than Treatment enables us to target a broader market as it does not rely on a confirmed diagnosis - everyone with eczema needs Protection against infection McCANN HEALTHCARE Compelling TruthRole of The BrandCore DesireConceptual Target McCANN HEALTHCARE “Another treatment for certain cas

27、es of eczema / dermatitis”“The complete treatment, ensuring a more certain outcome, in all cases of eczema / dermatitis” McCANN HEALTHCARE Its a dirty world out there, and with eczema, your only barrier to the outside world (your skin) is broken, making you vulnerable to infection. Pevisone, from Xi

28、an Janssen, protects against infection, while quickly alleviating the unpleasant symptoms and healing the skin.We create the threat (need to Protect) then take the problem away. McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHC

29、ARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE ConsumersPhysiciansPharmacy McCANN HEALTHCARE McCANN HEALTHCARE Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec2000PHYSICIANEducationPromotionPHARMACYEducationPromotionCONSUMER EducationPromotion McCANN HEALTHCARE McCANN HEA

30、LTHCARE McCANN HEALTHCARE McCANN HEALTHCARE Innovative ways for Pevisone Representatives to reach doctors McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHC

31、ARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN H

32、EALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE 76,76891,0509,30065,00070,00075,00080,00085,00090,00095,00019881999Oct-DecJan-SeptSource: AC Nielsen SRGRMB000Total Brands: 86Total Brands:891998 Total Spending: RMB86,068,000 McCANN HEALTHCARE FY 1998YTD 1999Source: AC Nielsen SRG3,3413,8984,1769,22440,

33、60224,827050,000OTHERSHUANYUYIFUSHUANGMAQIKA999 PIYANPINGAMS FUQIDAKTARIN27,554036,60835,7193,9815,8808,03411,41926,0173,8988,68622050,000OTHERSPIFUKANGAMS FUQIMAQIKAELOSONDAKTARINYTD 1998YTD 1999RMB000RMB00047%11%5%5%4%29%29%13%9%6%4%39% McCANN HEALTHCARE 010,00020,00030,00040,00050,00060,000DAKTAR

34、INELOSONMAQIKAAMS FUQIMYCOSPOR999 PIYANPINGYOU ZHUO ERSHUNFENGPIKANGWANGMEBOPIKANGSHUANGZHIRENPIKANGWANGOTHERSFY 1998YTD 1998YTD 1999RMB000-29%+106%-32%+302%-2%-2%Source: AC Nielsen SRG McCANN HEALTHCARE 05,00010,00015,00020,00025,00030,00035,00040,00045,00050,000GZSYJNNJWHHZCQSJZCCTVOTHERSFY 1998YT

35、D 1998YTD 1999Source: AC Nielsen SRGRMB000+2%+12%+72%-7%+151%+38%+206%+1017%+42%+47% McCANN HEALTHCARE NP9%MAG1%TV90%NP11%MAG1%TV88%YTD 1998YTD 1999Source: AC Nielsen SRGNP12%MAG1%TV87%FY 1998TTL Spending:76,768,000TTL Spending:91,050,000TTL Spending:86,068,000 McCANN HEALTHCARE 05,00010,00015,00020

36、,00025,000JAN FEB MAR APR MAY JUNJULAUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUNJULAUG Sept Total Category 999 PIYANPINGELOSONYOU ZHUO ERSource: AC Nielsen SRG 19981999RMB 000 McCANN HEALTHCARE NJ9%OTHERS24%SH56%GZ11%YTD 1998YTD 1999Source: AC Nielsen SRGFY 1998TTL Spending:11,419,000No Activities in

37、 1998No Activities in 1998 McCANN HEALTHCARE CCTV75%OTHERS4%GZ21%GZ10%NJ21%ZHENGZHOU6%OTHERS28%HZ22%HRB9%BJ4%YTD 1998YTD 1999Source: AC Nielsen SRGGZ9%NJ19%ZHENGZHOU7%OTHERS32%HZ20%HRB8%BJ5%FY 1998TTL Spending:3,176,000TTL Spending:3,648,000TTL Spending:4,176,000 McCANN HEALTHCARE YTD 1998YTD 1999So

38、urce: AC Nielsen SRGSH19%OTHERS61%BJ20%FY 1998TTL Spending:573,000No Activities in 1998No Activities in 1998 McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE AllAge 15-30Age 45+FemaleHHI 1500+Heavy TVChina Marketing & M

39、edia Survey 1999(Wave 2):Population Weight39.629.347.542.801020304050Age 15-30Age 45+FemaleHHI 1500+ McCANN HEALTHCARE AllAge 15-30Age 45+FemaleHHI 1500+Heavy TVChina Marketing & Media Survey 1999(Wave 2):Population Weight9111898103050100150Age 15-30Age 45+FemaleHHI 1500+ McCANN HEALTHCARE AllLo

40、cal DramaHK/TW/FOR DramaNewsVarietyChina Marketing & Media Survey 1999 (Wave2):Population Weight33.446.539.641.533.356.555.845.642.739.80102030405060Age 15-30Age 45+FemaleHHI 1500+ McCANN HEALTHCARE AllLocal DramaHK/TW/FOR DramaNewsVarietyChina Marketing & Media Surve

41、y 1999 (Wave2):Population Weight77107919613490109100117115941168710210396050100150Age 15-30Age 45+FemaleHHI 1500+ McCANN HEALTHCARE AllAge 15-30Age 45+FemaleHHI 1500+Any DailyYSTChina Marketing & Media Survey 1999(Wave 2):Population Weight43.324.045.046.901020304050Age 15-30Age 45+FemaleHHI 1500

42、+ McCANN HEALTHCARE AllAge 15-30Age 45+FemaleHHI 1500+Any DailyYSTChina Marketing & Media Survey 1999(Wave 2):Population Weight1009793113050100150Age 15-30Age 45+FemaleHHI 1500+ McCANN HEALTHCARE AllAge 15-30Age 45+FemaleHHI 1500+Shelter PWChina Marketing & Media Survey 1999(Wave 2):Populati

43、on Weight48.321.448.844.601020304050Age 15-30Age 45+FemaleHHI 1500+ McCANN HEALTHCARE AllAge 15-30Age 45+FemaleHHI 1500+Shelter PWChina Marketing & Media Survey 1999(Wave 2):Population Weight11186101107050100150Age 15-30Age 45+FemaleHHI 1500+ McCANN HEALTHCARE AllAge 15-30Age 45+FemaleHHI 1500+A

44、ny MonthlyMag. PMChina Marketing & Media Survey 1999(Wave 2):Population Weight52.718.650.146.40102030405060Age 15-30Age 45+FemaleHHI 1500+ McCANN HEALTHCARE AllAge 15-30Age 45+FemaleHHI 1500+Any MonthlyMag. PMChina Marketing & Media Survey 1999(Wave 2):Population Weight12175104112050100150Ag

45、e 15-30Age 45+FemaleHHI 1500+ McCANN HEALTHCARE AllAge 15-30Age 45+FemaleHHI 1500+AnyLifestyle/HealthMag. PMChina Marketing & Media Survey 1999 (Wave2):Population Weight50.619.356.649.00102030405060Age 15-30Age 45+FemaleHHI 1500+ McCANN HEALTHCARE AllAge 15-30Age 45+FemaleHHI 1500+AnyLifestyle/H

46、ealthMag. PMChina Marketing & Media Survey 1999 (Wave2):Population Weight11778117118050100150Age 15-30Age 45+FemaleHHI 1500+ McCANN HEALTHCARE AllAge 15-30Age 45+FemaleHHI 1500+Listened toRadio YSTChina Marketing & Media Survey 1999(Wave 2):Population Weight43.726.946.545.301020304050Age 15-

47、30Age 45+FemaleHHI 1500+ McCANN HEALTHCARE AllAge 15-30Age 45+FemaleHHI 1500+Listened toRadio YSTChina Marketing & Media Survey 1999(Wave 2):Population Weight10110996109050100150Age 15-30Age 45+FemaleHHI 1500+ McCANN HEALTHCARE All5:00-9:00AM11:30AM-11:30PM17:00-19:30PMChina Marketing & Medi

48、a Survey 1999 (Wave2):Population Weight30.952.249.033.220.623.346.545.642.845.046.844.50102030405060Age 15-30Age 45+FemaleHHI 1500+ McCANN HEALTHCARE All5:00-9:00AM11:30AM-11:30PM17:00-19:30PMChina Marketing & Media Survey 1999 (Wave2):Population Weight711201131348394969489108113107050100150Age

49、15-30Age 45+FemaleHHI 1500+ McCANN HEALTHCARE DriveMediaTactical McCANN HEALTHCARE McCANN HEALTHCARE Creative Media& Promos Linkedto protection/iconRadio:AM News(time)BusShelters(protection) McCANN HEALTHCARE RankingMarketPopulation Eczema Users Index Annual Ave. Index Ave. 30 Cost 30 CPM Index

50、1998 Comp. $ Index WTD Ave.%All People(000)(000)Wage(RMB)per CapitaIndex35%40%10%15%100%1Guangzhou6,665 792 133 13,118 166 5,800 0.87 74 2.31 265 16019%2Chongqing30,420 681 115 5,502 70 4,000 0.13 492 0.04 5 11814%3Nanjing5,298 525 88 9,326 118 4,400 0.83 78 1.58 181 11313%4Wuhan7,239 779 131 6,406

51、81 3,400 0.47 138 0.37 43 9912%5Shenyang6,738 779 131 5,803 74 4,600 0.68 95 0.74 85 9812%6Hangzhou6,080 271 46 9,108 115 2,800 0.46 140 1.20 138 9712%7Jinan5,492 405 68 7,636 97 6,800 1.24 52 0.70 80 8010%8Shijiazhuang8,600 516 87 6,256 79 4,200 0.49 132 0.02 3 769%594 7,894 0.65 0.87 840 100%Sourc

52、e:1. Total Population and Annual Ave. Wage from Statistic Year Book2. Competitive spending from ACNielsen SRG3. Eczema users from TGI 1999, that for Shijiazhuang is estimated McCANN HEALTHCARE Program BuysMix City & provincialMix :30/:15Communication Goals McCANN HEALTHCARE Calculated Effective

53、Frequency: 5+Marketing FactorsCreative FactorsMedia Factors McCANN HEALTHCARE Data Source: CSM Plan TVTARPsReach(%)Period: Jul - Oct9901020304050607080100150200250300350400450500550600650700750800850900950 10004+5+ McCANN HEALTHCARE Data Source: AC Nielsen PMTARPsReach(%)Period: Jul - Oct99010203040

54、50607080100150200250300350400450500550600650700750800850900950 10004+5+ McCANN HEALTHCARE Data Source: CSM Plan TVTARPsReach(%)Period: Jul - Oct9901020304050607080100150200250300350400450500550600650700750800850900950 10004+5+ McCANN HEALTHCARE McCANN HEALTHCARE McCANN HEALTHCARE *Remark:1. Advertor

55、ial acceptability/section arrangement may be different on various media2. Advertorial unaccepted by major titles in Shenyang McCANN HEALTHCARE McCANN HEALTHCARE TitleTargeted ReachCPM (targeted circ.)Printing QualityEditorial EnvironmentTotal ScoreAgencys Reco.RemarkDuzhe18.6474badbad11NoBosom Frien

56、d12.6556badbad9NoFamily Magazine12.5513badfair10NoThe Family Doctor12.9587badgood12YesNAPopular Medicine3.1622goodgood12YesLove7.2408fairbad11NoSH Style4.3765goodbad9NoWomans Day1.8539goodgood12YesNice-Jianmei FengCai1.0591goodgood12YesSource: Targeted reach data from TGI 1999, data for Nice-JMFC is

57、 extimaged McCANN HEALTHCARE McCANN HEALTHCARE *Remark:1. Detailed processes may be a little different on each media. McCANN HEALTHCARE McCANN HEALTHCARE Brand Icon= TomatoTarget Skews FemaleFemales Responsiblefor HH Shopping McCANN HEALTHCARE McCANN HEALTHCARE MediaFormatJunJulAugSeptOctNovDecNet C

58、ost5121926310172431714212841118252916233061320274111825(RMB)TV7,449NewspaperHP B/W1335Banner B/W1111111923Advertorial111111111111426Radio15 advertorial+30ad111111111111113501010101010101010101010101010392MagazineHP ad+HP advertorial1+11+1460(conseccutive)OutdoorBus Shelter2,432 (Shijiazhuang excluded)Net