2025 Spring Meeting and 21st Global Congress on Process Safety

(32ai) Marketing, for Effectiveness of HSE Management System

Author

Health, Safety & Environment Management System is a ‘Need’ of any organization. To fulfill this need, by investing its precious resources, industries develop and implement Management Systems as a Product and wish to reap desired benefits. Chevron, BP, SHELL, etc. - all have developed and successfully implemented their own HSE MS.

Later, when these products become successful, other organisations immitate. But, often do not reap the same benefits as originals. Subsequently, they switch to some other system by again spending a huge resource – and this cycle of adoption, adaption and rejection continues.

Author divides all HSE MS in four categories.

  1. Tailor Made: developed for a particular organization to suit the needs of its target segment.
  2. Adaptations: Adopted and adapted by other organizations to suit their needs.
  3. Fit for all: Like International Standard ISO 45001: 2018.
  4. Copycats: Some popular HSE MS Blindly Adopted from someone.

The Detailed paper will submit that:

  1. The HSE MS is also a Product, developed to satisfy Needs of a particular ‘Segment’.
  2. Unless the customers experience delight, product cannot be bought-in and intended benefits cannot be accrued.
  3. That to make HSE-MS owned by line function and leaders/ influencers, just like we do for other product/service, it should also be developed and implemented through celebrated steps of Marketing Management System, by:
  4. Understanding Value: Through 5C concept, understand Company, Customer, Context, Competitor and Collaborator. This will be elaborated in detailed paper.
  5. Creating Value: Strategy - Segmentation, Targeting and Positioning
  6. Delivering Value: Marketing Mix like Product, Price, Place and Promotion (communication).
  7. Capturing Value: in terms of benefits like reduction in number of incidents, severity etc.
  8. Branding of HSE MS will be dealt especially in the detailed paper with appropriate examples, how it was done in author’s organization and its positive effects were seen.
  9. Also, the celebrated Five Forces of Michael E. Porter, are relevant for implementation of Safety Management System. Bargaining power of Buyers, Substitutes, Potential Entrants and Switching costs will be elaborated in detail.

Let us Challenge conventions and adopt innovative ways of doing things.