According to KPMG’s Cleantech Report Card, BC may be the third largest cleantech cluster worldwide. The Canadian province has had a carbon tax since 2008 and its governmentbecame carbon-neutral in 2010. BC sits on enormous natural gas reserves, and its hydro-enabled energy prices are low. So what will drive cleantech adoption?

For a major breakthrough, a two-pronged approach is needed:

• Implementation of a planned cap-and-trade system, a favourable investment climate, strong R&D and incubation, and low corporate taxes
• Strong public demand supported by lifestyle branding for green buildings, low-emission transportation, waste-to-energy conversion, and a sustainability-oriented consumer mindset

The Dokie, BC, windfarm under construction (courtesy cleanenergyclassrooms.ca)

Despite a favourable cleantech climate in Canada (the government’s posture not withstanding) the public’s concern with climate change is decreasing and adoption of new consumer paradigms is slow. Examples are NIMBY resistance to incineration and the current smart metering backlash against BC Hydro.

In Europe, cleantech, such as new garbage collection methodologies and WtE conversion had to be successfully sold to an initially skeptical public using massive public awareness campaigns. That process continues to be both consumer-driven and top-down.

While 83% of US shoppers now make some form of green choice (Natural Marketing Institute), they need to both see the benefits and feel that a sustainable lifestyle aligns with personal values.

For broad acceptance, cleantech has to offer tangible value. It has to be cost-competitive, supported by credible claims, and become an integral part of the normal lifestyle by a large part of the population.

In today’s disorienting culture, consumers search for safety, meaning and values. While tribes, sectarianism, brands, and niche lifestyles are flourishing, much of the public is looking for “the right thing to do”. This is where values marketing comes in.

In order to succeed, green products need to primarily provide a cost benefit, since this continues to be the number one consumer driver. It should also be easy to use, “cool” to engage with, and desirable for one’s personal brand image. Not surprisingly, the Toyota Prius is not bought primarily for its fuel efficiency, but often more for personal prestige and lifestyle reasons.

Successful products are 50% content and 50% packaging/design, as Apple has proven time and again. Businesses and service providers need to do a better “packaging” job by using lifestyle and values-based, “eco advantage” branding free of green-washing.

Global cleantech venture capital funding has grown 23% in Q311 and BC offers many opportunities. In order for these to grow into mainstream services and brands, businesses need to not only innovate, but also successfully market and leverage their innovation into consumer and financial good will.

Investing in green branding strategies not only manages down-side risks, but builds significant public trust. This will translate to the bottom line and grow into a brand asset value that can be significantly higher than a company’s IP.

When smart metering was in its infancy in California, ckdt principal, Stephan Burckhardt, helped build awareness around intelligent homes and this new technology. He was involved in a large public affairs campaign for major urban waste disposal issues in Switzerland, which has some of the toughest environmental standards worldwide.

ckdt created environmental and social reports for major global companies, and Stephan developed strategic communications for an industry-leading 3BL (triple-bottom line) project in Ghana.

Burckhardt with sustainable energy guru and recipient of ten honorary doctorates, Amory Lovins.

The communications and marketing components surrounding issues of migrating to best practice clean technology, and, even more importantly, building the required political will, stakeholder consensus and public buy-in are complex and more critical than ever.

The public will not move to large scale behavioural change without B2B and consumer stakeholders

1.   Understanding the issues
2.   Seeing the benefit of the “move to clean” while accepting inevitable down-sides
3.   Forming an emotional link and buy-in to the above and
4.   Leveraging these into permanently changed behaviour (the most difficult and critical step)

Strategic marketing and values-based environmental communications are key success factors, especially with adverse or conflicting economic drivers, one for which ckdt has been and is making significant and lasting contributions.

Contact ckdt today to discuss your green, clean energy technology or service issues and see how carefully crafted and well executed communications and branding can significantly contribute to your bottom line success.

He has superior technical skills in communications, is dedicated and involved, has an imaginative approach to his work and is a constructive and open-minded team player.

- Tom Engelsman, President, Landis & Gyr Energy Management (now part of Toshiba)

I think the new website is excellent — really excellent.  It’s comprehensive, professional, and persuasive.

- Rt. Hon. Joe Clark, Chairman, CSR Developments; Director, Triton Logging

We are very pleased with Stephan’s work; he is proving very thorough and easy to work with… Great job!

- Stuart Harrison, VP Marketing / Sales, Domestic Automation Company (PG&E smart metering trial)

Stephan’s great attitude also makes him a lot of fun to work with.

- Scott Phillips, President, StarFish Medical

Your commitment and effort to find us the best candidate was commendable.

- Bobbi Leach, General Manager, Revenuewire

These sessions helped us take a fresh look at certain strategic options, make important decisions and take advantage of new opportunities.

I have found Stephan to be a good listener and a quick mind. His coaching has been very cost-effective and helpful.

- Garth Walmsley, owner Walmsley and Associates

- John Loiacono, PR Manager, Sun Microsystems (Oracle)

Stephan proved thorough and effective in his role as a strategic consultant.

- Michael Seashols, CEO, Versant Object Technology (Versant Corp.)

The team behind ckdt has specialty knowledge and experience in healthcare and bio-pharmaceutical communications.

We partner with Ph.D. level pharmaceutical experts and creative specialists in healthcare communications to develop solutions that are not only scientifically accurate and persuasive, but most of all get noticed.

Voltaren re-positioning campaign for Novartis

ckdt communications has extensive experience in introducing and promoting over-the-counter and prescription drugs, as well as medical devices.

We serve start-up biotech companies, mid-size national players and large trans-nationals.

Healthcare clients we have worked with include five of the top ten pharmaceutical companies worldwide.

Talk with someone who knows healthcare marketing. Contact ckdt today.

Some of our Healthcare Clients

Ares-Serono (Merck Serono), Bristol-Myers Squibb, Ciba (BASF), Discovery Technologies (DTI), Essex (Merck-Shering), Fred Hutchinson Cancer Research Center, IBSA, Janssen-Cilag (Johnson & Johnson), MSD (Merck), Novartis, Pfizer, Roche, Starfish Medical, Straumann, Sulzer, ZLB Plasma (CSL Behring).

Brand Leverage in Healthcare

The healthcare and biopharmaceutical field is increasingly crowded in many areas, with mounting cost pressures and new entrants wanting to carve out a piece of this profitable and growing industry. As new products are launched in competitive specialties, pharmaceuticals go off patent or new applications are found for existing moieties, the need to differentiate and brand products has never been greater. more…

The healthcare and biopharmaceutical field is increasingly crowded in many areas, with mounting cost pressures and new entrants wanting to carve out a piece of this profitable and growing industry.

As new products are launched in competitive specialties, pharmaceuticals go off patent or new applications are found for existing moieties, the need to differentiate and brand products has never been greater.

This holds true for both OTC and prescription drugs, because physicians essentially respond to the same stimuli as consumers, though they may not be aware of it. Consumers and healthcare providers are similarly pressed for time and are overwhelmed by competing brands with conflicting claims and messages in the din of today’s marketplace.

That’s where a creative solution that stands out above the rest and truly captures the beholder’s attention can add considerable value. It’s not just about costs, benefits and side effects any more, but also about lifestyle and managing the patient’s quality of life.

From laboratory moety to market brand: Nobel-prize winning 1921 discovery from the University of Toronto becomes commercial pharmaceutical product by Eli Lilly sixty years later

In the meantime, the marketplace has dramatically changed with our current economically much more challenging times. Images of smiling patients no longer fully connect with today’s weary consumers. It takes considerably more to create market pull.

Consumers are demanding increasing transparency, governments are tightening regulations, while hospitals are managing costs and improving safety. This confluence of factors increases both the insecurity of patients and the pressure on healthcare providers. Consumers usually seek comfort in brands across all industries and pharmaceuticals are no exception.

Securing, managing, and investing in brands from OTC to prescription drugs and medical devices has become an increasingly strategic issue in the industry. Blockbuster drugs are much harder to develop and R&D expenditures have increased dramatically. On the other hand, the leverage brands can provide translates into goodwill and loyalty manufacturers can take to the bank.

Healthcare communications is a specialty area in which ckdt has a solid track record.

Talk with someone who knows healthcare marketing. Contact ckdt today.

- Peter Nordlinger, LLB