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Welch Allyn iExaminer Digital Marketing Presentation

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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, the group conducted …

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, the group conducted extensive research on their product usage, point of purchase, and online media habits. The team developed a feasible and affordable digital campaign, from concept to execution ideas, that Welch Allyn can execute to drive conversion. The plan was presented to Welch Allyn representatives who highly commended the team's focus on growing brand awareness, building customer value and relationships, improving purchase intentions and metrics-driven marketing plan.

Published in: Education, Business

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  • 1. WELCH ALLYNiEXAMINERAndrea
  • 2.  KwiecinskiCarlos
  • 3.  PérezJosh
  • 4.  CrafterRaisa
  • 5.  VerTuesday, 23 April, 13
  • 6. WHO IS SAYING WHAT?ONLINE CONVERSATIONSWELCH ALLYNiEXAMINERTuesday, 23 April, 13
  • 7. WELCH ALLYNiEXAMINERTuesday, 23 April, 13
  • 8. TARGET MARKETPRIMARY SECONDARY MARKETSWELCH ALLYNiEXAMINERTuesday, 23 April, 13
  • 9. MEDICALSTUDENTSRESIDENTS CONSULTANTSWELCH ALLYNiEXAMINERTuesday, 23 April, 13
  • 10. WELCH ALLYNiEXAMINERTuesday, 23 April, 13
  • 11. WELCH ALLYNiEXAMINERTuesday, 23 April, 13
  • 12. YOU’VE PASSED!IT’S TIME FOR A SUB-SPECIALTY/PRIVATE PRACTICEWELCH ALLYNiEXAMINERTuesday, 23 April, 13
  • 13. THE BIG IDEASTARTING THE CONVERSATION RIGHTWELCH ALLYNiEXAMINERTuesday, 23 April, 13
  • 14. IT’S BEST TO DIAGNOSEWITH EVIDENCE+DOCTORS ARE HUMAN TOOWELCH ALLYNiEXAMINERTuesday, 23 April, 13
  • 15. DIGITAL STRATEGYIT’S ABOUT CHOOSING WHAT NOT TO DOWELCH ALLYNiEXAMINERTuesday, 23 April, 13
  • 16. iEXAMINER MICROSITEKEEPING IT SIMPLE, STUPIDWELCH ALLYNiEXAMINERTuesday, 23 April, 13
  • 17. Tuesday, 23 April, 13
  • 18. Tuesday, 23 April, 13
  • 19. Tuesday, 23 April, 13
  • 20. Tuesday, 23 April, 13
  • 21. Tuesday, 23 April, 13
  • 22. Tuesday, 23 April, 13
  • 23. Tuesday, 23 April, 13
  • 24. iDIAGNOSE MOBILE APPiKING OF THE HOSPITALWELCH ALLYNiEXAMINERTuesday, 23 April, 13
  • 25. WELCH ALLYNiEXAMINERTuesday, 23 April, 13
  • 26. EMAIL MARKETINGCUSTOMER RELATIONSHIP MANAGEMENTWELCH ALLYNiEXAMINERTuesday, 23 April, 13
  • 27. EMAIL TIMELINE CONTENTCustomer Relationship Management Software will be usedto generate emails relevant to the customer segmentsbased on hospital, university, and geographic location.Introduce productDemo day promotioniCelebrate/iRelax promotionFeedback/ReviewE-commerce/purchaseWELCH ALLYNiEXAMINERTuesday, 23 April, 13
  • 28. iCELEBRATESHOWING OFF THE PRODUCT CREATING BUZZWELCH ALLYNiEXAMINERTuesday, 23 April, 13
  • 29. WELCH ALLYNiEXAMINERiCELEBRATE SPONSOREDBY WELCH ALLYN• iCelebrate events are focused on increasing awareness andbuilding a brand relationship between Welch Allyn andincoming medical students.• iCelebrate events would take place on select medical schoolcampuses either on the first weekend students move ontocampus, or the first weekend after classes begin.• Much like the iRelax events, this series would be sponsoredby Welch Allyn and would include networking events, dinners,product introductions and demonstrations, giveaways, etc.Tuesday, 23 April, 13
  • 30. iRELAXSHOWING OFF THE PRODUCT CREATING BUZZWELCH ALLYNiEXAMINERTuesday, 23 April, 13
  • 31. WELCH ALLYNiEXAMINERiRELAX SPONSORED BY WELCH ALLYN•An awareness and brand building relationship event formedical students coming into residency.• iRelax events are sponsored events hosted by Welch Allyn onthe campuses of newly placed residents to engage andfamiliarize them with the iExaminer, as well as the Welch Allynbrand overall.• Examples of sponsored affairs would include networkingevents, dinners, product introductions with giveaways, medicalconferences, etc.  Tuesday, 23 April, 13
  • 32. YOUTUBEiEXAMINER DEMO WHEREVER WHENEVERWELCH ALLYNiEXAMINERTuesday, 23 April, 13
  • 33. WELCH ALLYNiEXAMINERTuesday, 23 April, 13
  • 34. WELCH ALLYNiEXAMINERTuesday, 23 April, 13
  • 35. SEARCHFINDING THE iEXAMINER BEFORE THE FOLDWELCH ALLYNiEXAMINERTuesday, 23 April, 13
  • 36. WELCH ALLYNiEXAMINERMED SCHOOLSTUDENTSRESIDENTS CONSULTANTS•WELCH ALLYN• DIAGNOSTIC SET• STETHOSCOPE• OTOSCOPE• PHYSICAL DIAGNOSTICS• CLINICAL DIAGNOSTICSSET• MATCHING• MATCHING DAY• SCRAMBLE• RESIDENCYAPPLICATION• RESIDENCYAPPLICATION CHECK LIST• RESIDENCYREQUIREMENT• OPHTHALMOLOGY• INTERNAL MEDICINERESIDENCY• JOURNAL TITLES• JOURNAL CASES• MLE TEST/PREPARATION• MLE REVIEW/RESULTS•ABIM EXAM REVIEW•ABIM EXAM TESTPREPARATION•ABIM EXAM RESULTS•ABO EXAM REVIEW•ABO EXAM TESTPREPARATION•ABO EXAM RESULTS• OPHTHALMOSCOPEFOR SALE• OPHTHALMOSCOPEREVIEWS• OPHTHALMOSCOPERESULTS• JOURNAL TITLES• JOURNAL CASESSEARCH WORDSSELECTED BASED ON PRIMARY SECONDARY MARKETSTuesday, 23 April, 13
  • 37. WELCH ALLYNiEXAMINERONLINE JOURNAL PLACEMENT• Given that this is a staple material they read both for leisureand work, journals are channels that Welch Allyn can maximize• Suggested websites include:• Medscape.com• Uptodate.com• Primary research interviews showed these websites helpedstudents and residents perform better in classes and patientinteraction.Tuesday, 23 April, 13
  • 38. WELCH ALLYNiEXAMINERONLINE JOURNAL PLACEMENTTuesday, 23 April, 13
  • 39. WELCH ALLYNiEXAMINERONLINE JOURNAL PLACEMENTTuesday, 23 April, 13
  • 40. MEASUREMENTHOW WILLYOU KNOW THIS DIGITAL STRATEGY IS WORKING?WELCH ALLYNiEXAMINERTuesday, 23 April, 13
  • 41. METRICS• Downloads of the iExaminer application• Downloads of the iDiagnose application•Traffic to the microsite• Inquires from med students/residents/consultants• Growth of the email list• SalesWELCH ALLYNiEXAMINERTuesday, 23 April, 13
  • 42. QUESTIONS?THANKYOU FORYOUR TIME!WELCH ALLYNiEXAMINERTuesday, 23 April, 13