EXL Digital Marketing for Medical Devices – the Sessions

Having completed the post on the first key to success – the attendees, I wanted to follow-up with one or two on the sessions.

You can view the official agenda here.

I heard good things about the pre-sessions on Monday, but did not attend, so I won’t be able to comment on them.

Day 1, Program Introduction, Asher Cameron, Infuse Medical provided a good overview of digital marketing and its impact on Medical Device Marketing.

Day 1, Jeremy Curtis, Zimmer Dental, presented the opening keynote, “Effectively and Efficiently Combining Multiple Marketing Strategies in a Digital Format”.

Curtis addressed his top responsibilities as People Management, Provide Vision and Growth, Generate Revenue Today, and Build and Protect the Brand. He then spoke to how digital can be used to meet each responsibility.

Day 1, Panel Session, Philip Freed, MAQUET, Michael Lamberson, Johnson & Johnson, Scott Klein, Medtronic, Michael Farrington, Carefusion, “Creating Interconnected Multi-Channel Digital Marketing Campaign to Aid Sales Force Efforts.”

In this session, as the other panels, I made notes per presenter, not necessarily in sequential order.

Freed made a strong statement, as he did later in his presentation, that his customer is 100% the sales force. He does not believe that he should be marketing to the sales team’s customer, but to the sales team itself. In support of this he noted that the tools he develops and marketing is for his customer (sales) not the end user.

Lamberson spoke to the value of feedback loops, that sales force automation when done, must be done right. He advocated not to allow technology to distract sales, but instead support it, and he spoke about the need to develop e-details around patient personas, because HCP’s think in these terms.

Klein, noted that as you engage digital outreach, email is the natural first channel, typically in the form of a blast and that you need to evolve to the emarketing campaign. He also addressed the importance of content management when it comes to the iPad.

Farrington addressed the need to focus on fundamentals in digital, they do not change from traditional marketing, personas, content strategy, and KOL/influencers are critical. He mentioned some new tools being used to help identify influencers. Noted you must align sales and marketing as to the expectation of the output from the tools you are implementing.

Following the first break, Bill Drummy, Heartbeat West, presented, “It’s a Mad, Mad, Mad, Mad Mobile World.” (Drummy also live Tweeted the majority of the event,    @drumbeat).

Drummy’s session was all about thinking big, not incrementally. While most of us in industry need to ensure our digital foundation is solid, we can’t lose sight of what is happening in digital and Drummy did a great job of speaking to it.

He not only spoke to thinking big, but he addressed the quantified self and quantified offspring. He noted the day’s announcement that Jawbone acquired Bodymedia and the significance of this acquisition along with some other recent ones.

He delved into apps, specifically ones that help us understand ourselves better (quantified), become mindful of ourselves, and change our behavior as a result.

Drummy spoke about the app as medical device and what that could mean to business as we know it.

Day 1, Kathi Mishek, 3M Healthcare, presented, “Leveraging Global Market Access Using Digital Technology.”  Mishek spoke more to healthcare than medical device and her message was focused on the fact that mobile allows messaging to by-pass infrastructure deficiencies in 3rd world countries. Some of the successful strategies she addressed included conducting a summit, where they brought people in, made it an online event for those unable to attend, and had translated content available to repuprose the event.

Another strategy was conducting a traditional emarketing campaign for a new product, but doing it in a way that local countries could customize specific for their audience.

The third she addressed was a campaign in South America, which utilized an online game with a chance to win a trip.

When asked (by me) how she measured success, she noted the use of measuring engagement, micro-conversions, and considering if users were moving through the sales cycle.

Day 1, post lunch panel, featuring Jon Hyman, MD, and Line Berg Ostergaard, Zimmer, “Supporting Patients Through Digital Channels to Educate, Build Satisfaction and Loyalty.”

Hyman noted that if industry wants to reach out to patients they need to partner with the medical community otherwise there will be so many splintered patient sites they will confuse or not be found by the patients they intend to serve.

Ostergaard emphasized that her feedback from physicians is that they want tools they can provide to help patients.

Day 1, Asher Cameron, Infuse Medical, “The Next Generation of Mobile Application Development.”

Cameron opened with a very simple, yet important statement for all of us to keep in mind: the end user, not the maker, determines if an app is a good one.

He also noted that an app isn’t always the way to go, you need to focus first on the objective and then determine the best way to meet it.

He walked through the various types of apps to consider and gave a brief overview of the back-end options available in today’s app world.

Day 1, Philip Freed, MAQUET Medical Systems, “Enhancing Digital ROI Through Your Overall Marketing Strategy.”

Freed opened by summarizing the state of the industry including on-going layoffs by many companies coupled with changes known and unknown mandated by government.

He re-emphasized his panel point that the customer is sales, and sales only.

Freed explained how he and his team interacted with sales, how they formed a group of sales people who they regularly addressed needs with, and the fact that when surveyed, the sales force spent 60% of their time on internal processes (expenses, training, etc.) and 20% of their time with an actual customer. From that fact they began work on creating tools to reduce internal process time.

He noted he is not yet a fan of social for the device market and also that clinicians love QR codes.

I had a chance to speak with Freed during the reception and was able to get his opinion on a few items from his presentation, but didn’t get to ask about the QR codes. My experience has not seen much use of these, so I was wondering if this was his experience or research he came across.

Day 1, Scott Klein, Medtronic, “Advancing Digital Strategies for New Product Launches.”

Klein made the final presentation on day 1 and spoke to the goal of an all-digital launch, what it means, and if it is possible.

His key points were made in two questions that everyone should ask themself, 1) What can you visually demonstrate, and 2) does digital add more value?

He walked through his own attempt at an all-digital and noted they did need some print collateral, because sales was so historically oriented to the leave-behind that they did create a postcard, which referenced online presence.

They also created a game based app for sales, pre-launch, as a way to play on their competitive nature and learn the product.

Klein’s session ended day 1. You can learn what others took to be key takeaways by reviewing twitter at #digdevices


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