(32dk) Marketing, for Effective Buy-in of HSE Management System By Employees

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 organizations imitate. 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 organizations to suit their needs.
3. Fit for all: Like International Standards ISO 45001: 2018 etc.
4. Copy-cats: Some popular HSE MS blindly Adopted from some other organization, where it has been implemented successfully.

The Detailed paper will discuss in detail as to "why HSE Management Systems fail in organizations despite all good intentions of leadership and huge expenditure".

Following facts will be elaborated to bring home the thoughts of author:

1. The HSE MS is also a Product, developed to satisfy Needs of a particular ‘Segment’.
2. Unless the customers experience delight, product can not be bought-in and intended benefits can not 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, Competetor and Collaborator. This will be elaborated in detailed paper.
5. Creating Value: Strategy - Segmentation, Targeting and Positioing
6. Deliverying 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 appropraite examples, how it was done in author’s organisation 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 details.

This is a small effort towards encouraging HSE fraternity for Challenging conventions, thinking out of box, and for adopting innovative ways of doing things.