EXL Digital Marketing for Medical Devices – the Sessions, part II

Day two’s first presentation was “Branded Digital Content: Leveraging Webinars to Drive Customer Traffic to Your Microsite” by Anne Bonelli, Gambro Inc.

Bonelli presented with Lisa (missed her last name) of Ubiquity in a Q &A interview style.

Noted the role of research is to drive decisions that help find new ways to identify and reach the decision-maker.

They created a microsite because the product was used in a complex therapy and they needed nephrologists to understand the therapy in order for them to use the device. The goal of the microsite was purely to raise awareness and they understood that the competition could benefit from it.

Webinars became the key to the site, but they found that the media plan was a significant challenge, because they were reliant on scheduling time with doctors and they work in a very fluid environment.

Noted that video length is a real challenge. The original videos were twenty minutes, but based on data, they are trying to bring it down to five and they are considering interview format as opposed to a single talking head.

Since it is a global site, the question of where it was most being accessed was asked and the answer was US and Asia as biggest users of the site, with China showing a particular craving for education.

Day 2, Panel Session featuring Bradley Klos, Philips Healthcare, Thomas Panchak, Johnson & Johnson, and Cita Walsh, formerly of DJO Global, “Effectively Navigating Social Media in a Regulated Environment.”

Again, I didn’t note comments chronologically, but by presenter so I’ll summarize what I found of interest from each.

Klos stated that until the Phillips purchase of his company, his experience was mostly start-up and he found the shift to enterprise to be very different. When conducting social you have to consider who is the campaign for? In his case it was the physician. Given this, you have to look at the mediums and know your audience to be certain you are focused on the right sites.

Panchak spoke about how they managed the social campaign and explained that they developed a special team within customer service specific to social media. They also are sure to provide the service team and legal with their media calendar so they know what is going to be distributed, when, giving them time to prepare and know when to ramp up monitoring.

Some of Panchak’s additional advice came in the way of questions, what can each tool do to move the customer through the funner and what can each channel do best. He also encouraged everyone to have a plan and develop an annual calendar.

Walsh addressed FDA and the fact that we have draft guidance from them with the final to be delivered in 2014. She encouraged using common sense and to follow processes that already exist.

She provided some sources of examples of campaigns in healthcare, many of which were pharma focused from doseofdigital.com.

Following the morning networking and refreshment break, Jeff Gaus, Prolifiq Software presented and while I didn’t jot the title down, I think there was a disconnect between the agenda title and presentation, one of which was “Applefication: How the iPhone, iPad, and App Store Affect the Enterprise” when I recall his slides being more along “Appification”.

At any rate, he spoke to the direction of digital and it being very app based. He talked about the core essence of apps being single function, coupled with easy navigation, cost, and compliance.

The pre-lunch presentation was by Gail McDaniel, Cook Medical, “The Web Ecosystem: Developing Digital Content to Nurture Your Push/Pull Marketing Strategy.”

McDaniel began explaining that her comments were directed at a new site that is four years in the making, but not yet launched. She talked about online being an eco-system that requires nurturing similar to a garden.

She also addressed the critical need to have a content strategy and to challenge yourself to find ways to repurpose the web content you[ve already created.

My case study, “How to Introduce Your Digital Strategy by Alinging the Enterprise Around a New Website”,  was presented after lunch and I’ll expand on that in future posts.

The closing case study was “Becton Dickinson’s Strategy to Developing a Global Customer-Facing Platform” by James Walker.

I have to admit after having just presented I really focused in on listening to Walker’s presentation and didn’t take as many notes. Having said that the platform was a diabetes patient site. Walker made the critical point that they were making needles, but were able to deliver something people needed.

The case was specific to the Canadian market.

From here on out, thanks to @drumbeat for refreshing my memory!

What they understood was that the diabetes care network was huge, much larger than the actual number of diabetics.

Utilized a pilot program using Abobe Connect for virtual sales calls as the research indicated that eye contact and face to face interaction was significant, but it didn’t have to be an in-person interaction.

Thanks to all who made presentations, while my notes were based on what is currently of interest to me, there was a lot of good information and even in only  a few days back at the office I’ve referenced several presentations to co-workers.

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