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Managing a Global Online Presence in Medical Device Companies Presentation Transcript

  • 1. 1Managing a Global Online Presence in Medical Device and Diagnostic Companies
  • 2. 2Copyright 2013. Confidential – Distribution prohibited without permissionWith You Today …Kristina IsakovichFounder andCEO, Strategic Choices LLCRay GoforthDigital Strategy, St. Jude MedicalKathleen BernsteinMarketing Services, Lionbridge Life Sciences
  • 3. 3Lionbridge:  A Global Business Platform,Not a Rollup of Local Agencies1global Six Sigmamethodologytalent across100,000on demandcities7,500global emails delivered18 Billionwords translated 13 Billionweb pages managed1.5 Milliontests performed437 Million1common businessplatform26programmanagementcenters
  • 4. 4Copyright 2013. Confidential – Distribution prohibited without permissionSupporting Multilingual Needs Across the EnterpriseLionbridge:  Specialized in Life SciencesClinical • PRO Scales• Protocols• ICFs• ePRO• AE/SAECorporateDepartments• Training &  Development• Legal• HR• Call Center Support• IntranetSales &Marketing• Web Globalization• Training• Collateral• Market research• BrandingRegulatory• IFUs/DFUs• Labeling• Submissions• Packaging• Online Help• CMS Connectivity Solutions• Global Marketing Operations• Interpretations• Transcreation • Real‐Time Translation• Translation and Localization• Linguistic Validation withCognitive Debriefing• Internationalization and Process Audit• Independent Linguistic Review (LQS)
  • 5. 5Copyright 2013. Confidential – Distribution prohibited without permissionConversation TopicsLearn About St. Jude Medical’s Online PresenceDiscuss Going Forward ConsiderationsUnderstand GlobalGrowth in Med Device/ Review Survey Results 
  • 6. 6Copyright 2013. Confidential – Distribution prohibited without permissionGlobal Medical Device MarketSource:  EvaluatePharma 10/2/20122018In vitro diagnostics industrys top segment by 2018, expected sales of $54.5 billion, passing cardiac devices and imagingIn vitro diagnostics industrys top segment by 2018, expected sales of $54.5 billion, passing cardiac devices and imagingNeurology devices will log fastest growth, expanding 6.1% per year to $7.3 billion; orthopedics slowest, growing 3.1% annuallyNeurology devices will log fastest growth, expanding 6.1% per year to $7.3 billion; orthopedics slowest, growing 3.1% annually$440 billion by 2018, growing at 4.4%per year$440 billion by 2018, growing at 4.4%per yearPrescription drug market expected to grow at annual rate of 2.5%Prescription drug market expected to grow at annual rate of 2.5%
  • 7. 7Copyright 2013. Confidential – Distribution prohibited without permissionInternational Growth is Headline News• Medical device organizations reporting double digit growth in international revenues• Emerging markets growing 20+ percent • Companies more truly globalized, with less revenue being derived from the U.S.• Ability to touch customers online a critical success factor• Data revealing website localization leadsto improved search results, increased web traffic and higher customer engagement
  • 8. 8Copyright 2013. Confidential – Distribution prohibited without permissionThe “Web is the Web” … or Is It?Takeaway:  Managing a web presence across international lines is complex…and getting worse.Source: http://www.thesearchenginelist.comCorporate imperative to be visible around the worldCorporate imperative to be visible around the worldLess than 30% of internet in EnglishLess than 30% of internet in EnglishMarketing workingwith up to 150 countries, dozens of languagesMarketing workingwith up to 150 countries, dozens of languagesOversee as many as 400 individual web sites; 50 social media platformsOversee as many as 400 individual web sites; 50 social media platforms
  • 9. 9Copyright 2013. Confidential – Distribution prohibited without permissionThe Corporate Pivot Point:Marketing and communications • Nominally set digital strategy,but can’t enforce • Tasked with managing the brand and  “setting the message”…but morphing of overarching message at the local level• Retooling online infrastructure and capabilities; typically not responsiblefor local content generationand implementation
  • 10. 10Copyright 2013. Confidential – Distribution prohibited without permissionWho We Talked to:Recap of 2012 Marketing Survey• Leading division of a global healthcare organization • Cardiovascular division of a major healthcare technology organization• Global leader in advanced medical technologies, and its major affiliate• Pioneer in medical devices, one of the world’s most admired companies• One of the world’s largest suppliers to the healthcare industry• An innovator in high performing minimally invasive technologies• Branding agency for a global healthcare products companyin medical devices, pharmaceuticals 
  • 11. 11Copyright 2013. Confidential – Distribution prohibited without permissionCommon Challenges:Recap of 2012 Marketing Survey (cont.)InfrastructureInfrastructureLocalizationLocalizationContentManagementContentManagementROI/ManagementROI/ManagementLegal andRegulatoryLegal andRegulatorySocial,Mobile, SEOSocial,Mobile, SEO
  • 12. 12Copyright 2013. Confidential – Distribution prohibited without permissionInfrastructure: No Coherent Platform• String of acquisitions and inherited legacy systems ‐ difficult to manage content centrally• Multiple sites for each company, frequently multiple sites for each business, even in the same language• Competing content platforms(acquisition legacy)InfrastructureInfrastructure
  • 13. 13Copyright 2013. Confidential – Distribution prohibited without permissionLocalization Remains an Affiliate Issue Process:Process:• Can take 6+ months to translate local content• Long lead times  considered acceptable • Regions select contentfor localization; little consistency in whatis translated Execution:Execution:• Translation often doneby in‐country marketing managers/distributors … “superior because delivera specialized language set”• Varying depth / breadthof what is translated; frequently only pages that link back to English content• Disruptive technologies require deeper localization across the marketing continuumDecision‐making:Decision‐making:• Local web site translations …left to the discretion of local business units • Is translation necessary?─ “English is the   universal languageof healthcare”─ “Doctors don’t wantto be marketed to”─ “Real‐time translationin customer service…provided by the rep”LocalizationLocalization
  • 14. 14Copyright 2013. Confidential – Distribution prohibited without permissionChallenges in Delivering Quality Content Across CountriesContent Management• Working model: Primary content set available via central site; countries responsible for replicating, translating and deploying across devices,  ensuring legal and regulatory requirements met• Centrally‐managed onlinecontent would better ensure regulatory compliance and brand consistencyLocalized…Localized…• Local web content = product tech specs• Company‐level content secondary…it’s about the product• Highly variable localized content and capabilities around the globe Customized…Customized…• Online ordering in near future; centralized CMSa requirement soon• Driving to enable online profiles• Efforts to allow doctors to push relevant content • Growing need for online clinical training and educationContentManagementContentManagementCentralized…Centralized…
  • 15. 15Copyright 2013. Confidential – Distribution prohibited without permissionROI/Management: No Central MandateDigital Getting More Money…ROI/ManagementROI/ManagementFragmented model not goingto work long termPerformance not being tracked globally;no central mandate; no budget allocationNo immediate desire, budgetor ownership to change…BUT…
  • 16. 16Copyright 2013. Confidential – Distribution prohibited without permissionLegal and Regulatory: Do No Harm• Any content for web subjectto extensive legal reviewat central and local levels• Biggest concern: Regulatory‐compliant content; allowable content and activities differby country• Definition of what is allowed also varies significantly by company• Marketing and Legal need to come together – what is bestfor the business?Legal andRegulatoryLegal andRegulatory
  • 17. 17Copyright 2013. Confidential – Distribution prohibited without permissionWalking Before We’re RunningSocial, Mobile, SEO• Very little social listening; frustration with lack of guidance knowing much can be gained in the social space• Minimal SEO effort due to lackof budget, education• Whatever SEO being done having tremendous successActivities:Activities:• Strict policies  around social; in consumer business social works,not clinical• When thousands of employees blog, big concern something inappropriate published• Companies not trying to figure it out; instead choosing to prohibit Policies:Policies: • Localized SEO• Patient outreach, education, clinician communities• Social activities (up to sales of product online)• Partnerships/content with external content and community sites (e.g., WebMD)Growth:Growth:Social,Mobile, SEOSocial,Mobile, SEO
  • 18. 18Copyright 2013. Confidential – Distribution prohibited without permissionContent ManagementContent ManagementClear Customer Need: More Integrated Approach to OnlineCurrent SituationCurrent SituationInfrastructureInfrastructure• Multiple sites for each company, frequently for each business, even in the same language• Competing content platforms• English language sites have far better content than “local” sites• Content managed by each business and region/country• Few, if any, consistent global content requirements or standardsSocial, Mobile, SEOSocial, Mobile, SEO• Very limited social media• Limited mobile; viewedas US‐only• Limited SEO; virtuallyno local SEOROI/ManagementROI/Management• Virtually no funding• No central mandate;local discretion• Few business championsLocalizationLocalization• Performed internally by localcountry  marketing teams• Varying depth/breadthLegal/RegulatoryLegal/Regulatory• Perceived/actual restrictions• Some activities “prohibited”
  • 19. 19Copyright 2013. Confidential – Distribution prohibited without permissionThe Way Forward…Despite the challenges, every company is making an effort to improve its online capabilities.Despite the challenges, every company is making an effort to improve its online capabilities.Once one company hasfigured out how to address the roadblocks, the rest willfollow quickly.Once one company hasfigured out how to address the roadblocks, the rest willfollow quickly.
  • 20. 20Copyright 2013. Confidential – Distribution prohibited without permissionConversation TopicsUnderstand Global Growth in Med Device/ Review Survey ResultsDiscuss Going Forward ConsiderationsLearn About St. Jude Medical’s OnlinePresence
  • 21. 21Copyright 2013. Confidential – Distribution prohibited without permissionObservations
  • 22. 22Copyright 2013. Confidential – Distribution prohibited without permissionThe Role of Global Marketing Communications in Managing a Global Online Presence at St. Jude Medical• Lead a global enterprise marketing team• Foster common lead generationand ROI  practices• Measure across all geographic regions• Create brand consistency with visuals and messaging, but also include cultural aspects for localization efforts• Work closely with in country marketing partners and marketing leaders
  • 23. 23Copyright 2013. Confidential – Distribution prohibited without permissionSt. Jude Medical Online Strategies• Cross‐cultural competency Language Translation • Customize Search Engine MarketingBased on Local Usage Localize content  Choose Native keywords Drive traffic to targeted landing page per county• Optimize Site Design for mobile and tablet users• Implement conversion tracking methods to betterreport on user engagement on the site • Provide robust site metrics to understand how users are navigating the site and engaging with the site content
  • 24. 24Copyright 2013. Confidential – Distribution prohibited without permissionFuture Opportunities for Online in Medical DeviceSocial MediaSocial Media AppsApps Optimized ReportingOptimized Reporting• Brand ambassadors• Sharing content• Reaching users where they are, not waiting for them to come toour branded site• Conversion Track• Defined ROI
  • 25. 25Copyright 2013. Confidential – Distribution prohibited without permissionWhat can you do today t0 support a digital transformation in your organization?
  • 26. 26Copyright 2013. Confidential – Distribution prohibited without permissionConversation TopicsUnderstand Global Growth in Med Device/ Review Survey ResultsLearn About St. Jude Medical’s Online PresenceDiscuss GoingForwardConsiderations
  • 27. 27Copyright 2013. Confidential – Distribution prohibited without permissionThe Way Forward…Common goals, collaboration requiredCommon goals, collaboration requiredTake a strategic approach, identify what matters mostTake a strategic approach, identify what matters most”Find and Fund” what is most critical to your organization’s success:
  • 28. 28Copyright 2013. Confidential – Distribution prohibited without permissionOptimize Digital Spend• Own your priority/piece of the puzzle• Look outside to find best‐in‐class solutions for  all “secondary” priorities within your organization• Alternatively, eliminate secondary priorities and use their funding to pilota program to gather validating ROI
  • 29. 29Copyright 2013. Confidential – Distribution prohibited without permissionInvest in What Matters• Website localization leads to improved search results, increased web traffic and higher customer engagement  and ultimately increased ROI• Monitor traffic and usage audits • Localize the most sought out content • Measure your success
  • 30. 30Copyright 2013. Confidential – Distribution prohibited without permissionTurn Customer Adversaries …  into AdvocatesCustomers remain an organization’s greatest asset.  Deployment of online services may serve as reinforcing glue to valued relationships.• Action:  Reach out to global customers, examining those at risk.  Explore whether an online effortto support field sales may swiftly return to a steady customer state.
  • 31. 31Copyright 2013. Confidential – Distribution prohibited without permissionLocalize to Drive Global Sales7 Ways Tapping an Outside Expert for Managing a Global Online Presence Will Increase Sales and Create Efficiencies for Your Organization:Translate Digital Properties in any language deploying the right foundational technology for your organizationTranslate Digital Properties in any language deploying the right foundational technology for your organizationEnsure Global Consistency and Local Relevance in design, copy and localizationEnsure Global Consistency and Local Relevance in design, copy and localizationOptimize the Quality and Legal and Regulatory Compliance of web properties globallyOptimize the Quality and Legal and Regulatory Compliance of web properties globallyReduce Cycle Times to rollout global campaigns and product launchesReduce Cycle Times to rollout global campaigns and product launchesIncrease Search Engine Traffic across all global marketsIncrease Search Engine Traffic across all global marketsOptimize and Maintain your global online presenceOptimize and Maintain your global online presenceSimplify Reporting for real‐time performance measurement and optimization Simplify Reporting for real‐time performance measurement and optimization 11 22 33 44 55 7766
  • 32. 32Copyright 2013. Confidential – Distribution prohibited without permissionConclusions“Good enough can’tjust be good enough.Aim to leapfrog,not just make it better.”
  • 33. 33Additional Resources…Kristina IsakovichStrategic Choices LLCRay GoforthSt. Jude Medicalhttp://blog.lionbridge.com/life‐sciences http://info.lionbridge.com/managing‐global‐presence‐white‐paper‐request‐lsDownload the Full ReportVisit the Lionbridge Life Sciences Blog www.lionbridgelifesciences.comKathleen BernsteinLionbridge Technologies
  • 34. 34www.lionbridge.comhttp://blog.lionbridge.comhttp://twitter.com/Lionbridgehttp://www.facebook.com/L10nbridgeThank YouKathleen BernsteinMarketing ServicesEmail: Kathleen.Bernstein@lionbridge.comPhone: 508.872.1746