ISHC Welcomes Mary Winslow in its 2017 Membership Class

by Luckie Newsdesk

Atlanta, Ga.The International Society of Hospitality Consultants (ISHC) welcomed Mary Winslow, SVP Strategic Solutions at Luckie & Company, among twenty-four hospitality consultants qualified by their expertise and reputation in its 2017 membership class.

ISHC is the leading source for global hospitality expertise. Membership in ISHC is by invitation only, and members are viewed as leaders in their respective areas of expertise. Candidates for membership undergo a rigorous screening process, ensuring that all ISHC members have a reputation of integrity and are qualified by their experience, training and knowledge to develop and express sound judgment on industry issues.

With Luckie since 2015, Mary’s extensive experience in the hospitality industry drives a more strategic approach to the marketing needs of the tourism industry. Her experience also comes from 20+ years at InterContinental Hotels Group (IHG). As head of brand management for Hotel Indigo, IHG’s upscale branded boutique hotel, she championed and led its repositioning from a midscale to an upscale boutique brand, with a focus on creating unique hotels reflective of local culture.

Mary also was regional director of IHG’s loyalty program, the IHG Rewards Club, and was director of Partnership Marketing. In that role, she developed relationships with more than 45 airlines worldwide as well as global credit card, car rental and telecommunications companies. During the fall of 2002, Mary expanded her role even further and headed to Singapore to act as director of the Asia Pacific division of the IHG Rewards Club.

Immediately upon her arrival at Luckie, Mary was tasked with leading a team of account directors who focus on delivering strategic thought leadership to Luckie’s partners. Today, Mary’s team manages accounts for a wide variety of partners in the consumer packaged goods, healthcare and sports equipment industries, as well as travel and tourism clients. Mary’s recent promotion also brought Luckie’s new business and marketing teams under her remit.

“I’m honored to be recognized by ISHC and thrilled about the opportunity to bring my years of experience in hospitality and now, with Luckie, my experiences across multiple industries to the Society,” said Mary.

Andrea Belfanti, executive director of ISHC, said, “ISHC is honored to have Mary Winslow as a member of the Society. We feel she fulfills our 30-year tradition of the best-of-the-best consultants in the hospitality industry and look forward to her contributions.”

ISHC is composed of individuals, not organizations, corporations or groups. To be eligible for membership, an individual must be an owner, officer, partner or principal of his or her own company, or the equivalent thereof, and be qualified by his or her years of experience consulting.

ISHC proudly welcomed the following twenty-four new members in its 2017 membership class:

Roger Allen, Resources for Leisure Assets

Amanda Chivers (Associate), Crown Hospitality Consulting

Scott Dyde, Sala Design Group

Jorge Garcia, GarciaStrombergGS4studios

Rick Garlick, JD Power

Leora Halpern Lanz, LHL Communications & Boston University

Christopher Henry, Majestic Hospitality Group

Ben Hirasawa, Clyde & Co Clasis Pte Ltd

Joanne Jia, Christie & Co

Peter Joehnk, JOI-Design

David Larone, CBRE Limited, CBRE Hotels

John McCarthy, Leisure Partners

Karen McSteen, brandMatters, LLC

Hayden Pace, Stokes Wagner, ALC

Aurora Dawn Reinke, Astrapto LLC

Tony Ryan, JLL Hotel & Hospitality

Margaret Shutze, WilsonRed

Stacy Silver, Silver Hospitality Group, LLC

Kenneth Taylor, MarkeTeam Inc

Sinisa Topalovic, Horwath HTL Southeast Europe

Jacquel Tucker (Associate), Global Hospitality Expert Solutions LLC

Mark VanStekelenburg, CBRE

Bruno Walter, PRATTO Consulting GmbH

Mary Winslow (Associate), Luckie & Co

At its core, ISHC’s mission is to contribute to the advancement of its members and the hospitality industry, cultivating a collegial environment for networking, professional development and knowledge exchange, while fostering credibility and integrity. The value ISHC provides to its members is the opportunity to build meaningful relationships with industry experts specializing in all disciplines of hospitality, in all parts of the world through collaboration, knowledge and idea exchange. ISHC members are bound by the Society’s Bylaws and required to adhere to the Code of Professional Conduct.

About Luckie & Company

With offices in Atlanta and Birmingham, Luckie is a marketing firm that uses strategy, empathy and creativity to solve our clients’ toughest challenges. We work in small, results-driven teams that deliver a range of expertise throughout our process. Being a true partner, clients are always included as part of our team. We believe that big impacts come from passionate collaboration, not handoffs or silos. We know our industry is stressful and take pride that clients rest easier knowing they can count on us for proven results. Today, we’re happy to partner with these great clients to help them get closer to their customers and make the most of their marketing dollars: GlaxoSmithKline, Regions Bank, Piedmont Hospital, Marriott, Little Debbie, Express Oil Change, Alabama Power and Williamsburg, Va. To learn more about our marriage of science and creativity or just to connect with one of our super-talented Luckie humans, check us out at luckie.com.

About ISHC

The International Society of Hospitality Consultants is truly The Leading Source for Global Hospitality Expertise, represented by over two hundred of the industry’s most respected professionals from across six continents. Collectively, ISHC members provide expert services in over fifty functional areas and have specialized skills in virtually every segment of the hospitality industry. ISHC is dedicated to promoting the highest quality of professional consulting standards and practices for the hospitality industry. Additional information about the organization, along with a directory of ISHC members, is available on the ISHC website at ishc.com.

For more information about ISHC, please contact:
Lauren Marshall, Director of Membership & Marketing
Email: lmarshall@ishc.com
Phone: +1.678.735.9453

For More Information, Contact:

Maree Jones, Luckie PR

maree.jones@luckie.com

Posted in Agency News |

LUCKIE & COMPANY ANNOUNCES PARTNERSHIP WITH LE SUEUR

by Luckie Newsdesk

Brand To Receive a Partnership That’s Anything but Canned

Birmingham, Ala – Luckie & Company is pleased to announce its partnership with Le Sueur vegetables, a company providing “premium vegetables perfected each spring since 1903.” Luckie has been enlisted as the company’s Agency of Record and will be tasked with delivering and developing brand messaging, storytelling and consumer insights to position the brand as a leading dinner companion throughout the Southeast.

“It’s clear that customers crave the taste and memories associated with this brand,” said Brad White, Luckie’s chief creative officer. “There are legions of Le Sueur fans already out shopping for healthy options for dinner, and we can’t wait to help Le Sueur connect with those fans on an emotional, more personal level.”

Luckie specializes in both the food and consumer packaged goods industries, having worked with a variety of clients in each sector. For more information about Luckie, please visit luckie.com.

About Le Sueur

Our silver cans full of delicate peas, sweet carrots and tender asparagus have brought quality and a touch of elegance to American kitchens for more than a century. We pick and can our vegetables at exactly the right moment to preserve their farm-fresh, premium flavor. We are proud to maintain our tradition of excellence in growing, harvesting and preparing the world’s greatest canned vegetables.

About Luckie & Company

With offices in Atlanta and Birmingham, Luckie is a marketing agency that specializes in the human experience. We use behavioral and data science to develop powerful insights that inform and inspire our story crafting. Then, with a combination of content marketing, CRM, traditional and digital media, and award-winning creative, we help brands find innovative ways to own the customer journey. Today, we’re happy to partner with these great clients to help them get closer to their customers and make the most of their marketing dollars: GlaxoSmithKline, Regions Bank, Piedmont Hospital, Panama City Beach Convention and Visitors Bureau, Marriott, Little Debbie, Express Oil Change, Alabama Power and Williamsburg, Va. To learn more about our marriage of science and creativity or just to connect with one of our super-talented Luckie humans, check us out at luckie.com.

Contact: 

Maree Jones, Luckie PR

maree.jones@luckie.com

Posted in Agency News |

The New 4 P’s of Pharmaceutical Marketing

by John Gardner

In marketing, the pharmaceutical industry is miles behind traditional consumer marketing industries, like consumer packaged goods and over-the-counter products. The industry must quickly learn to adapt marketing from a push-based distribution model to one that is now consumer-pulled. Pharmaceutical firms are adapting their focus and approach to accommodate this customer-led shift in their marketing mix. The customer is now at the center of the marketing universe for pharmaceuticals and no longer outside the marketing continuum.

The Old 4 P’s: Shifting Paradigm

Product – The What

The foundation of the marketing mix – indeed, the most important element in it – is the drug itself. All medications on the market are FDA indicated for a specific condition or disease, and pharmaceutical companies can only market a product for the approved indication(s). Due to the enormous cost and time required to bring a drug to market, companies must maximize product life-cycle management.

Price

Price is uniquely set in the pharmaceutical industry. In most other categories, the producer or manufacturer is in control of price, subject to normal market constraints. This is not the case in the pharmaceutical industry, where companies have limited time to recoup development costs and, in most cases, the end user is not the ultimate payer. Pharmaceutical products are also constrained by managed care organizations and generic pressure.

Place and the Consumer

While the distribution system of getting a medication from point A (manufactured) to point B (pharmacy/end-user) has remained relatively the same over the years via the role of the wholesaler, community pharmacies and, more recently, mail order pharmacies, the flow of information to the ultimate end-user of prescription medications (i.e., the patient/consumer) has drastically changed.

Promotion – To Whom

Promotion of pharmaceuticals to professionals has experienced a major shift with the development of nonpersonal selling techniques. These include educational digital asset development, e-learning and direct marketing, including email and direct mail. Doctors are now utilizing more external sources for information about products and bypassing the traditional representative. Innovation has occurred in the marketing space, largely driven by technology.

Digital marketing has seen the emergence of search engines, social media, video distribution, blogging and device ubiquity. Data collection has progressed from being defined in terms of kilobytes to terabytes. Interaction devices have evolved from an unwieldy PC to a completely mobile smartphone. All of these innovative tools have accelerated overall marketing channels beyond the classic 4 P’s into a new marketing paradigm for pharmaceuticals: the new 4 P’s of marketing – predictive modeling, personalization, peer-to-peer and participation.

The New 4 P’s

The new 4 P’s revolve around the packaging, understanding and commoditization of information and have to be defined in terms of controllability from a pharmaceutical company’s perspective. The pharmaceutical marketer controlled the old 4 P’s, while the marketer and consumer share control of the new 4 P’s. Several pharmaceutical companies are making attempts at the new 4 P’s, boldly stepping into this new paradigm with great success. Here’s how pharmaceutical marketers are using them to benefit patients, physicians and profits.

Predictive Modeling

Predictive modeling is the process of data mining using statistical techniques. These techniques allow data to be utilized for forecasting probabilities and trends. Predictive modeling allows marketers to utilize, or optimize, variables (predictors) that are likely to influence future behavior or results. This statistical method of predicting future behavior gives pharmaceutical marketers the insight they need to know when, how and with what message to “intercept” the patient, depending on where he or she is in the treatment cycle.

Personalization

Personalized marketing communication uses specific imagery and messaging to enhance relevance. With this technique, a pharmaceutical company can provide vital information to each patient based on demographic profile and phase of treatment, using the most appropriate language and visuals. In addition to making the patient feel “recognized” by the brand, personalization helps facilitate patient-professional dialogue by prepping patients with relevant questions to ask their physicians. It helps extend post-visit care by reaching patients with relevant messages at appropriate times in the treatment cycle and managing their expectations. This, in turn, helps promote patient satisfaction.

Peer-to-Peer (Socialization)

Since a brand is defined by an intra-user network outside the control of the pharmaceutical company, peer-to-peer is the most disruptive force to brands as consumers and professionals now have amplified license to frame brands and critical information. Due to regulatory constraints and governance, pharmaceutical companies often must remain passive in this channel. From a positive perspective, peer-to-peer initiatives allow democratization of brands and products. For pharmaceuticals, this channel should focus on simple and clear objectives:

  • Leverage key opinion leaders and influencers: Inspire
  • Provide value: Inform
  • Connect patients with one another: Facilitate
  • Develop share-worthy content and assets: Create

Participation

The last of the new 4 P’s, participation, equates to consumers defining and driving what the brand means to them, often in public forums. Thanks to technological innovations, consumers are actively participating in most aspects of marketing including product use, promotion and advertising. Now an individual can discuss product attributes with a global audience instantly and inexpensively. While in many industries this has positive ramifications – such as new uses for a product – participation can create risk to pharmaceuticals in terms of product indications and adverse events. For pharmaceuticals, this channel should focus on simple and clear objectives:

  • Give stakeholders what they want to make their situations better: Educate
  • Monitor for new insights and opportunities: Listen
  • Provide connection to what stakeholders believe in: Advocate
  • Develop tools and assets that allow user control: Empower

Conclusion

Obviously, the traditional 4 P’s are still relevant. Yet pharmaceutical marketers must understand the opportunities offered by the new 4 P’s as well. They are not only effective, but also quick to deploy, cheap to implement and offer almost immediate results. It’s an exciting time in pharmaceutical marketing. Information has indeed changed the game. But willingness to play by the new rules is what will push progressive pharmaceutical companies to the next level of success.

To request the full white paper, go to LuckieHealth.com.

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