iEXAMINER:Digital Marketing ProposalJoshua CrafterAndrea KwiecinskiCarlos PérezIsabelaVer
iEXAMINERTable of ContentsWelch Allyn in the Medical FieldOnline Traction and Purchase ChallengesOnline Advertising Plan	O...
2
iEXAMINERWelch Allyn in the Medical FieldWelchAllyn is a well-known brand among those in the medical field.They are known ...
Medical students have the option to purchase a brand new equipment through a Welch Allynpromotion staged in their schools,...
iEXAMINERthey are most likely to purchase it from a Welch Allyn medical representative that the hospital isaffiliated with...
Primary Target: Physicians-in-training	 1. Incoming and graduating residents, more specifically in specialties of Ophthalm...
iEXAMINERHe’s particularly excited that Game of Thrones is back on. He accesses his email with his iPhonebecause he’s alwa...
in his clinic, a laptop (which he uses for presentations and lectures), an iPhone to check e-mailson the go, and an iPad m...
iEXAMINERThe BIG IdeaDIAGNOSE WITH EVIDENCE.The use of x-rays, MRIs, CT-Scans, among others, are very common. Physicians n...
Based on the findings from the website scorecard, the following needs to be executed:	 1. Make information access in the w...
iEXAMINERThe recommendations above will help simplify the user’s experience in the website. It will bemore efficient for m...
12
iEXAMINER13
ApplicationsApart from the iExaminer application that will be linked to the iTunes store for purchase in themicrosite, oth...
iEXAMINERcan then be collected by Welch Allyn to build their e-mail listwhich they can use in the future.Many physicians u...
YouTube ChannelWelch Allyn owns an existingYouTube channel that houses informational and instructional videosfor the equip...
iEXAMINERSearchSearch has become a primary tool for physicians and physicians-in-training to help them in theirpractice.Al...
Additionally, two websites have been often cited by medical practitioners interviewed. Medscape.com and uptodate.com are t...
iEXAMINEROn-ground EventsWelch Allyn already does on-site/campus demonstrations with their brand representatives. Wewant t...
The second series of events is titled “iCelebrate”. iCelebrate events are focused on increasingawareness and building a br...
iEXAMINER	- Traffic to microsite: the number of IP addresses that find themselves on the microsite 		 and for how they are...
Positioning RecommendationThe Welch Allyn iExaminer is the only portable ophthalmoscope on the market that allows youto vi...
iEXAMINERReason to BelieveThis digital device makes the sharing of information simpler and easier, without compromisingthe...
low, will be an opportune time for Welch Allyn.The challenge for Welch Allyn is to establish itsrelevance; just by the ver...
Welch Allyn iExaminer Digital Plan & Strategy Leave Behind
Welch Allyn iExaminer Digital Plan & Strategy Leave Behind
Welch Allyn iExaminer Digital Plan & Strategy Leave Behind
Upcoming SlideShare
Loading in...5
×

Welch Allyn iExaminer Digital Plan & Strategy Leave Behind

549

Published on

Welch Allyn needed to launch a digital campaign for the iExaminer, a medical device adapter for their ophthalmoscopes. Targeting physicians-in-training and practicing physicians, our group conducted extensive research on their product usage, point of purchase, and online media habits. Our team created a feasible and affordable digital campaign, from concept to execution ideas, that Welch Allyn can execute to drive conversion. The plan was pitched to Welch Allyn representatives who highly commended our team's focus on growing brand awareness, building customer value and relationships, improving purchase intentions and developed a metrics-driven digital marketing plan.

Published in: Health & Medicine
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
549
On Slideshare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Welch Allyn iExaminer Digital Plan & Strategy Leave Behind

  1. 1. iEXAMINER:Digital Marketing ProposalJoshua CrafterAndrea KwiecinskiCarlos PérezIsabelaVer
  2. 2. iEXAMINERTable of ContentsWelch Allyn in the Medical FieldOnline Traction and Purchase ChallengesOnline Advertising Plan Objectives Target Market Consumer Insights Big Idea Tactics Creative Brief Creative Executions335558992223
  3. 3. 2
  4. 4. iEXAMINERWelch Allyn in the Medical FieldWelchAllyn is a well-known brand among those in the medical field.They are known as a companythat provides quality equipment that helps medical practitioners diagnose diseases and performsurgical procedures. Doctors from varying specialties are very much aware of Welch Allyn to apoint that it is almost synonymous to a diagnostic set that is essential for conducting physicalexam: an ophthalmoscope, a stethoscope, and an otoscope.Online Traction and Purchase ChallengesGiven that lifestyles of medical practitioners are very different from the average Americanconsumer, the team decided to touch base with people active in the industry.After all, at the verycore of every advertising campaign is the consumer, digital or not (Ryan and Jones, 2012).Based on interviews conducted with 25 participants from the field of medicine, awareness ofWelch Allyn as a brand starts from the most powerful form of advertising: word of mouth (classdiscussions). Medical students are often required to bring a diagnostic set for their PhysicalDiagnostics Class, a course usually taken in their third year of medicine proper.They then hearof Welch Allyn from senior medical students and see Welch Allyn devices used by residents andconsultants or doctors alike.The common pattern for purchasing any other retail item online does not fully apply to howmedical devices are purchased. Usually, consumers will search via Google for a product they needor they want online, read available reviews, compare selling price between e-commerce sites andconsider to purchase. Such pattern is very representative of the digital purchase funnel discussedin class.However,in a quest to purchase a diagnostic equipment,such an ophthalmoscope,differentfactors are considered which often depends on the “medical life stage” one is in.Acknowledgingthat medical practitioners do not have a lot of time to spare and spend a good amount online, ithas been determined by the team through social ‘listening’ that there are hardly any conversationsavailable online regarding purchasing ophthalmoscopes, the iExaminer or Welch Allyn in general.3
  5. 5. Medical students have the option to purchase a brand new equipment through a Welch Allynpromotion staged in their schools,throughWelchAllyn’s website or buy a second-hand equipmentused by senior medical students who decided to pursue a specialty that no longer requires theneed for an ophthalmoscope.Residents, on the other hand, normally don’t need to purchase their own equipment aseverything needed to conduct rounds and patient check-ups are already provided by the hospital.For residents specializing in Internal Medicine, Ophthalmology, Family Medicine, Neurology, orPediatrics, they don’t really consider upgrading their equipment until they pass their respectiveboard exams and are well into starting their private practice or a group practice. Once they do,4
  6. 6. iEXAMINERthey are most likely to purchase it from a Welch Allyn medical representative that the hospital isaffiliated with. If, however, they decide to practice in a hospital, they might not consider upgradingtheir Ophthalmoscope at all since they have access to most, if not all, of the needed equipmentin the hospital.Finally, consultants (practicing physicians and teaching physicians,) may need more convincing topurchase a new device all together.They are those who have set ways in their practice and areoften not that open to upgrading a device. However, their recommendations on purchasing aproduct are considered highly valuable by their younger colleagues, residents and students.Despite the high awareness on Welch Allyn as a company, the iExaminer, as a sole product, is notknown. Some may have heard of it from the grapevine. However, those who have been introducedto the product in the course of developing this advertising plan, showed interest in the productand how it will be beneficial to their practice -- especially now that there is a move for medicalrecords to be digitally archived and with telemedicine on the rise.Online Advertising PlanSet ObjectivesAdvertising the iExaminer online aims to achieve the following key objectives: 1. Create awareness on both Welch Allyn and the iExaminer among medical students 2. Solidify the key point of conversion for residents in select specialties 3. Build iExaminer credential amongst consultants and prove benefits to their practice 4. Create buzz and word of mouth on the iExaminer amongst different physician levelsWe have selected this four-step process to create long-lasting and sustainable relationships withour selected targets.The Welch Allyn iExaminer will be the specific piece of equipment to createthis connection and build the physician-Welch Allyn relationship around.Target MarketThe following groups have been selected based on their likelihood to use Ophthalmoscopesmore often.5
  7. 7. Primary Target: Physicians-in-training 1. Incoming and graduating residents, more specifically in specialties of Ophthalmology, Internal Medicine, Neurology, Family Medicine, and Pediatrics. 2. Medical students who have yet to purchase their own ophthalmoscopeThe primary target represents the best demographic for building a trusting relationship withWelchAllyn as provider of quality medical devices and ophthalmoscopes.Although Welch Allyn is knownto dominate the medical device market in the United States, the company still needs to be able totouch base with the new entrants into the medical field or specialization. Moreover, while medicalstudents are not required to purchase their own ophthalmoscopes in their first two years, buildingthe students’ preference and trust for the Welch Allyn brand must be established early on.Primary Target Persona: Dr. Martin AmbronDr. Martin Ambron is a 30-year-old Neurology medical resident in his last year at New York-Presbyterian University Hospital of Columbia and Cornell. He lives ina 1-bedroom apartment in New York City, makes $65,000 a year andregularly works 80 hour weeks. He usually just stays at home during hisfree time, but will go out to dinner with his fiancee when they are bothfree, which is rare.Dr. Ambron owns an iPhone, an iPad and a laptop, and brings all hisdevices to the hospital. He has a few games in his iPhone and only getsto play them for a short time during breaks due to his hectic schedule.He subscribes to HBO GO so he can catch up with his favorite shows.6
  8. 8. iEXAMINERHe’s particularly excited that Game of Thrones is back on. He accesses his email with his iPhonebecause he’s always on the go, and he’s updated his iPhone and iPad to include all the samemedical apps just to make sure he has access to them whenever and wherever it’s needed.Additionally, he uses his iPad to access patient files and medical records through the hospital’smedical files system.Secondary Target: Medical Professionals 1. Doctors/Consultants who have earned the respect of their respective specialty associations, academic institutions and medical affiliations 2. Facilities departments of training hospitals that recommend which device or equipment should be invested in and made available to the physicians in the hospitalSenior and experienced doctors will be able to influence purchase by their junior physicians andresidents. Full-time practicing doctors, armed with experience from their own subspecialities,gain the trust and respect of the new breed of physicians.They are the influencers that can changeopinions and sway points of views about a product and a practice in general.Training hospitals, onthe other hand, consider investing in a device through its price, benefits to the doctors’ practicesand of course, the hospital’s relationship with the device manufacturer.Secondary Target Persona: Dr. Randy MyersDr. Randy Myers is a 55-year-old Ophthalmologist and a teachingconsultant at the Eye Trauma Center at Johns Hopkins Hospital. Heowns a 4-bedroom house in Howard County, Maryland and is living withhis wife Gina, a practicing private dermatologist. He brings his Audi A8everyday to work.As a new empty nester, Dr. Myers is now able to spendmore weekends playing tennis in the country club. Moreover, he and hiswife now have more time to go out on dates. They have just recentlystarted using Google Search to look for good restaurants nearby.Dr. Myers accesses information through paper copies of newsies, journals and online websites. Heowns a desktop computer (which he uses most of the time when he’s home), a desktop computer7
  9. 9. in his clinic, a laptop (which he uses for presentations and lectures), an iPhone to check e-mailson the go, and an iPad mini to present to patients while he does his rounds, helping him explainhow cataract removals or laser procedures will be like.Although this plan is meant to maximize the online channel to spread awareness and boostconversion for Welch Allyn, the power of corporate relationships and influence via personalexperience of a product cannot be discounted. Blurring the line that divides offline and onlineplatforms (as per class discussion) is a step needed by Welch Allyn to drive conversion.*Note: Personas have been based on profiles of interviewees and demographic information fromNielsen Prizm.Consumer InsightsDoctors are humans, too.Medical students,residents,and practitioners spend 100-hour weeks at schools or at the hospitals.The very demanding profession has already led 38% of US doctors showing symptoms of burnout(Reuters, 2012). Because of the challenges they face everyday, doctors appreciate anything thatwill simplify their practice and anything that will buy them more time to attend to patients orsimply, have more time for themselves.These people look for and cherish the little relaxation timethey are afforded. Shorts breaks within the day are spent using their mobile devices to quicklyread news, connect with friends, play short games, just like the rest of the average population.Doctors are pressured to be precise with their diagnosis and prescriptions.Physicians go through years of rigorous training because they need to be able to handle diseasesthat may dictate if one will live or die. Simply graduating and becoming a doctor isn’t the endof the training they will receive.They must stay abreast of latest technological trends, practicesand equipment available. Despite extensive knowledge and years of experience, doctors maystill make mistakes - except that these mistakes can cost someone’s life or a physician’s entirepractice. Performing a routine test or procedure incorrectly, misdiagnosing or delayed diagnosismay lead a physician bankrupt from lawsuits, loss of medical license, and the eroding of theirreputation and everything they have worked so hard to achieve.8
  10. 10. iEXAMINERThe BIG IdeaDIAGNOSE WITH EVIDENCE.The use of x-rays, MRIs, CT-Scans, among others, are very common. Physicians need to see theresults to help confirm their initial findings and rule out other possibilities.While the medical field isbased off training plus experience, it is mostly a field dictated by informed opinions, as technologicallimitations prevent medical practitioners from making 100% accurate diagnoses. The Welch AllyniExaminer looks to fill a void in that process, albeit a small one.TheWelch Allyn iExaminer will allowmedical practitioners to seek outside and secondary opinions for eye problems in the same waythat medical practitioners seek outside and secondary opinions from fellow colleagues when theypass along a X-Ray, a MRI, or a detailed description of a patient’s symptoms.TacticsMicrositeThe microsite serves as the “real estate” of the product in the digital sphere (Ryan and Jones,2012). Hence, this property needs to be properly designed, maintained and monitored. Based onthe website criteria used in class discussions, the Welch Allyn microsite http://www.welchallyn.com/promotions/iExaminer/index.html can make improvements to better cater to the medicalpractitioners who barely have time in their hands.9
  11. 11. Based on the findings from the website scorecard, the following needs to be executed: 1. Make information access in the website easier.The navigation bar at the top of the page should be changed into a floating header that stays on the screen when scrolled. 2. Color of buttons will change whenever they go to another section (for instance, when a user goes to to the ABOUT section, the ABOUT button will change from gray to green). 3. Sharing and collection of e-mail address should be made more apparent by placing floating social media buttons on the side of the page. 4. Shorten the microsite URL address to welchallyn.com/iExaminer to make it easier to remember. 5. Include a BUY button to initiate a purchase right in microsite. 6. Provide information about, and a link to, the iPhone applications (both the iExaminer app and the game) developed to promote the products.10
  12. 12. iEXAMINERThe recommendations above will help simplify the user’s experience in the website. It will bemore efficient for medical practitioners to look for the information they need. Knowing howbusy they are, Welch Allyn needs to be conscious of the time they can spare to check out thewebsite and get the information they need.ApplicationsApart from the iExaminer application that will be linked to the iTunes store for purchase in themicrosite, other apps created by Welch Allyn will also be available. Medical students and residentsalike are normally pressed for time when it comes to catching up on readings, preparing casereports and doing patient rounds. However, just like any classified Millenial, accessing screenswhile on the go is second nature to them (Marketing to Millenials, Mintel 2012).This opportunitycan be used by Welch Allyn to develop top of mind brand awareness amongst future practicingphysicians.11
  13. 13. 12
  14. 14. iEXAMINER13
  15. 15. ApplicationsApart from the iExaminer application that will be linked to the iTunes store for purchase in themicrosite, other apps created by Welch Allyn will also be available. Medical students and residentsalike are normally pressed for time when it comes to catching up on readings, preparing casereports and doing patient rounds. However, just like any classified Millenial, accessing screens whileon the go is second nature to them (Marketing to Millenials, Mintel 2012).This opportunity can beused by Welch Allyn to develop top of mind brand awareness amongst future practicing physicians.Inspired by the game 4 Pics 1 Word, medical students and residents alikecan use their down time reinforcing skills in identifying parts of the eye,detecting diseases and diagnosing potential images.This can also serve asa mini-quiz on the go. Just like most games available, the results can beshared on Facebook, the social media platform they use the most (basedon interviews conducted).The app will also be used to gather e-mails and customer information.Upon logging in the app, users need to enter their information (eitherusing their Facebook account or e-mail) to get into the game.The entries14
  16. 16. iEXAMINERcan then be collected by Welch Allyn to build their e-mail listwhich they can use in the future.Many physicians use iPhones because of its simplicity. Doctorsdon’t have the time to go through manuals and learn howto operate gadgets that are not heavily involved proceduresor surgeries (Hando, Ben. Medical App Journal, 2012). With Apple’s lionshare among medicalpractitioners, the use of Apple devices differ per “medical life stage”. Majority of medicalpractitioners use iPhones and iPads for basic means of communications (call, text, and e-mail).However, medical students and residents in their first two years of training are those who usemobile devices heavily for games and accessing social networks, especially during their breaktimes (based on interviews conducted).E-mail MarketingE-mail marketing and Customer Relationship Management (CRM) software will be utilized toincrease awareness for the Welch Allyn brand and the iExaminer product. Welch Allyn mayleverage the existing newsletter distribution they have. The e-mails will serve as promotional/informational guides to alert the target audiences to products and events relative to them. E-mailmarketing and CRM software will be utilized for the following: - Introduce the iExaminer to the relevant target audiences - Alert medical students and residents about upcoming iCelebrate/iRelax event days (on- ground tactics discussed later in this section), product demonstration days, and other Welch Allyn branded events. - Alert doctors about the introduction of new Welch Allyn products central to their area of study. - Alert doctors and students to upcoming visits to their university from Welch Allyn brand representatives. - To elicit feedback and reviews from medical students, residents, doctors, and medical administrators about current Welch Allyn products - To drive traffic to the iExaminer website - To drive e-mail customers to the purchase section of the iExaminer website15
  17. 17. YouTube ChannelWelch Allyn owns an existingYouTube channel that houses informational and instructional videosfor the equipment they manufacture.There is an opportunity for Welch Allyn to use this channelto upload coverage of events that they sponsor, campus tours and demo trials of students. Insteadof creating a separate iExaminer YouTube channel, the best course of action will be to merge theiExaminer content with the Welch Allyn branded YouTube channel.The amount of content thatcould potentially be uploaded to a separate iExaminerYouTube page is limited and we find it bestto have one fully stocked channel than multiple channels that are updated irregularly.Time stamps will also be encodedinto each YouTube video on theWelch Allyn brand channel. Thisstructure is similar to that ofsongs on a CD.Each section will belabeled,like a song,and you can skipfrom section to section.TheWelchAllyn branded YouTube channelwill feature demonstrations of theuses of their products and filmed/branded coverage of the eventsWelch Allyn sponsors. Medicalpractitioners do not have thetime to watch a 7-minute materialevery time they have to refer thevideo.Welch Allyn needs to set-upa video that will save doctors timewhen figuring out how to operatethe device.16
  18. 18. iEXAMINERSearchSearch has become a primary tool for physicians and physicians-in-training to help them in theirpractice.Although they have sites they regularly visit (ie a school’s library website to access theirdatabase, a medical journal website), they do not bookmark. Most of the time, they would go toGoogle and type in specific keywords that will help lead them to the site they are looking for.This is a habit that Welch Allyn can latch on.Welch Allyn can use keywords that may not directlyrelate to the company, but at the same time still within the scope of medicine.Online Journal PlacementsMost medical students, residents, and consultants, have access to medical journals that they referto for their case studies and procedures. Given that this is a staple material they read both forleisure and work, journals are channels that Welch Allyn can maximize.17
  19. 19. Additionally, two websites have been often cited by medical practitioners interviewed. Medscape.com and uptodate.com are tools they use to help them perform better in classes and in patientinteraction. Moreover, it was established the course of the interview that physicians go to thewebsite of the journals they are subscribed to when they receive e-mail alerts from the publication.The New England Journal of Medicine seems to be the most popular amongst medical practitioners.Beyond that, residents and consultants subscribe to journals specific to their field of practice.18
  20. 20. iEXAMINEROn-ground EventsWelch Allyn already does on-site/campus demonstrations with their brand representatives. Wewant to continue and expand the Welch Allyn’s physical and branded presence.We will do thiswith two type of events.The first, dubbed iRelax, is an awareness and brand building relationshipevent for medical students coming into residency. iRelax events are sponsored events hosted byWelch Allyn on the campuses of newly placed residents to engage and familiarize them with theiExaminer, as well as the Welch Allyn brand overall. Examples of sponsored affairs would includenetworking events, dinners, product introductions with giveaways, and medical conferences.19
  21. 21. The second series of events is titled “iCelebrate”. iCelebrate events are focused on increasingawareness and building a brand relationship between Welch Allyn and incoming medical students.iCelebrate events would take place on select medical school campuses either on the first weekendstudents move onto campus, or the first weekend after classes begin. Much like the iRelax events,this series would be sponsored by Welch Allyn and would include networking events, dinners,product introductions and demonstrations, giveaways, among others.When these medical students and residents think of medical equipments, the only brand thatshould enter their mind is Welch Allyn.We want to serenade them with Welch Allyn sponsoredevents and promotional material that they aren’t even aware that there are other companiesproducing medical equipment. Sponsored events are beneficial because they open the WelchAllyn brand to new audiences, they allow Welch Allyn to demonstrate new products, they helppromote positive brand image, they create awareness, and they allow for the best employees tobe the connection between the brand and its consumers.MetricsThe following metrics will be employed in order to measure the success of the proposed digitalstrategy for the Welch Allyn iExaminer. - Downloads of the iExaminer mobile application: the number of iExaminer applications that are downloaded will be measured every three months for one year to determine the conversation rate after the the digital strategy is implement.A count will be done on both the free version and the paid version.This will give Welch Allyn an estimate of how many people are purchasing the actual product versus trial of the application. It will be compared to the starting amount of applications which have been downloaded before the start date of the campaign. - Downloads of the iDiagnose mobile application game: the number of iDiagnose mobile application that are downloaded will be measured every three months for one year to determine the awareness of the campaign. Downloads of the Medscape mobile application will be used as a benchmark to determine if the results are favorable for Welch Allyn.20
  22. 22. iEXAMINER - Traffic to microsite: the number of IP addresses that find themselves on the microsite and for how they are there will be measured using webserver logs. From the webserver logs the microsite can gather the following information from the visitors: - the unique IP address of the computer - the timestamp showing date and time - the URI - the file size of the returned resource - information supplied by the user The webserver log measurement will allow Welch Allyn to produce summary reports of the effectiveness of the microsite.Welch Allyn can analyze the audience, track conversations goals and conversation funnels to see when conversion happens, and it will give Welch Allyn a complete picture of the effectiveness of the microsite. - Inquiries from medical students/residents/consultants after launch of the e-mail marketing campaign: the amount of inquires from the microsite will be measured to determine the amount of awareness and curiosity in the product.Two measurements will occur, the first measuring inquiries coming from the microsite and the second measuring inquires in response to the email campaign.From these inquires a measurement will be done on how many medical schools inquire about bringing a vendor to the campus for a product demonstration.This measurement will illustrate the success of the digital strategy to bring awareness of the new product to the target market. - Growth of e-mail marketing list: the number of individuals that are on the email marketing list will be measured every three months to determine the growth rate of the email list after the the digital strategy is implement.This will determine how successful the campaign has been in building awareness of the company and product. - Sales: the amount of iExaminer kits sold will be a measured to determine the rate of conversion and the overall success of the entire digital campaign.These metrics will provideWelchAllyn with the data required to determine the ROI of the campaign.21
  23. 23. Positioning RecommendationThe Welch Allyn iExaminer is the only portable ophthalmoscope on the market that allows youto view and capture still images of the eye. This revolutionary device allows for the sharing ofinformation and the reduction in the likelihood of misdiagnoses by virtue of having concreteevidence to rely judgement on.Creative BriefWhatTo increase awareness of the iExaminer, and Welch-Allyn as a whole, among medical studentsentering their final year of residency.WhoYoung Physicians-in-training 1. Incoming and graduating residents, more specifically in specialties of Ophthalmology, Internal Medicine, Neurology, Family Medicine, and Pediatrics. 2. Medical students who have yet to purchase their own ophthalmoscopeWhat do they currently believe?Most medical students and professionals are not aware of the existence of the iExaminer, andthus are not aware of the products benefits and ease of use.What do we want them to believe?The Welch Allyn iExaminer is the next step in the advancement of medical technologies, anadvancement that allows the sharing of information and the reduction in the likeliness ofmisdiagnoses by virtue of having concrete evidence to rely judgement on.Single Minded PropositionThe iExaminer is the latest in innovative technologies from Welch Allyn, whose purposeis to make life simpler, easier, and more efficient for patients and healthcare professionalsalike.22
  24. 24. iEXAMINERReason to BelieveThis digital device makes the sharing of information simpler and easier, without compromisingthe security of the data. The flow of information makes medical care more efficient and lessexpensive.Creative ExecutionThe application leverages the consumer insight that doctors, just like the rest of the averagepopulation, need to take a break from their very hectic schedules. Residents, in particular, worklong hours every week and get short breaks while on duty.Building relationships, whether it’s a with a person or with a brand (with a personality), takestime.Welch Allyn needs to accessible to the target market when they want and where they wantit. And engaging with physicians during their down time, when their filters and guards are brought23
  25. 25. low, will be an opportune time for Welch Allyn.The challenge for Welch Allyn is to establish itsrelevance; just by the very nature of its products, the brand can be can be deemed cold, seriousand stagnant.For doctors, investing in a medical equipment means that they already know and are sure ofthe benefits that such device will bring to their practice.The problem is, they may not have thechance to use the product for trial or demonstration.Through the app, however,Welch Allyn canprovide a platform that will simulate the reward of using the iExaminer.The iDiagnose app willallow users to detect a disease through images shown. Users can play against another user andcan battle out who diagnoses correctly based on the images shown in the game.24

×