ICCG Fortune 1000 CXO Interview Panel: Tina Lai Liedtky, Global VP, Marketing & Product D
This CXO video interview features panelist, Tina Lai Liedtky of Alere, and addresses issues surrounding the effect of technology on global marketing and product development. When asked about her role and how it relates to both technological and business prerogatives, Tina Lai Liedtky states, "Alere is a leading global rapid diagnostic device company. Every year, we deliver over a billion of these tests to customers in over 100 countries. The motto we have at Alere is the idea that knowing now matters, meaning that having immediate and actionable information can better improve clinical and economic outcomes." When asked how modern marketers are using technology to achieve business goals, Tina Lai Liedtky further explains, "I think that the overarching challenge that we have in healthcare today, whether you are a clinician, an administrator, or a marketer like myself, is how to deliver higher quality at lower costs. What that means for us as marketers is that you need to very clearly describe and articulate the value proposition of our products and services to our customers. We need to make them understand why it is that if they take our solution, they will end up w/better outcomes over time.
So, what we are seeing in my space is the use of systems and data to empirically show that fact. And by showing that, you can lower re-admission rates in hospitals, you can lower the length of stay in hospitals, or improve on other performance metrics, all of this over time, translates into lower costs for the healthcare system, or for society in general. There are a lot of companies and platforms out there. I think the ones that are most useful are the ones that can allow you to target your intended audience quickly and will allow you to see the progress over time that you might have. For example, within an awareness campaign, you can see easily how many impressions you are making and how many of those actually turn into leads, and if you can dovetail that data into a software solution, you can see how many of those leads then actually turns into sales."
San Diego – ICCG hosts the Fortune 1000 CXO Knowledge Video Vault Program which serves a broad audience of C-Suite office bearers and professionals for sharing the innovative and collective knowledge related to IoT (Internet of Things), Big Data, mainly in the context of Big Data Governance, Big Data Security, Big Data Visualization, and Big Data Mobility in various domains, including Healthcare, Manufacturing, Life Sciences, Finance, and Retail.
"Our Fortune 1000 CXOs have a unique platform to share, promote, and exchange best practices in many domains of knowledge that is transferable and adaptable, so that the CXOs learn from each other and not have to reinvent the wheel," says Ajay Sarkar, who heads ICCG (iccgusa.org)
When asked about how her priorities have been influenced by technology and if her pricing improvement initiative at Alere resulted from data or if it resulted from a strategic discussion, Ms. Lai Liedtky explains, "That is a really great question and it was a little bit of both. So, it was a strategic discussion because I think everyone has an awareness that we need to improve our pricing. The problem that we faced is that we don't have the right systems in place to allow us to analyze the data that we have. It's really difficult to do something if we can't measure it. One of the things that we realized is that we need better systems. Alere certainly is a fantastic company and has grown over the years through many acquisitions. Usually what happens in this sort of situation is that you get a lot of sites with different legacy systems and it's difficult to harmonize those systems. It takes a lot of manpower, time, and effort in order to do so. One of the things that we need to do is to put the infrastructure in place so we can get the data and be able to analyze it.
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Emi Hara, MBA
Executive Board Member of ICCG