Blausen Strategic Marketing Evolution -Web to Mobile Medical Apps


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A look at Blausengroup, creator of the the Blausen Human Atlas, and their strategic marketing strategies from patient education with 3D medical animation on hospital websites to widespread distribution in 40 countries, 15 languages on iphone, ipad, Tablet, Android, Blackberry with 15,000 medical illustrations, 8,000 medical animations including a peek at the future.

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Blausen Strategic Marketing Evolution -Web to Mobile Medical Apps

  1. 1. Marketing Strategy Evolution In an ever-changing marketing environment
  2. 2. Presentation Outline <ul><li>Core Considerations & Marketing Drivers </li></ul><ul><li>1991 Market Environment </li></ul><ul><li>Original Blausen Marketing Strategies </li></ul><ul><li>Market Evolution </li></ul><ul><li>Blausen Adapts </li></ul><ul><li>The Future </li></ul>
  3. 3. <ul><li>Unmatched creative quality and scientific accuracy </li></ul><ul><li>Patients and consumers primary target audiences </li></ul><ul><li>Expanded to healthcare professionals and students </li></ul>Core Considerations “ Alleviating fears and concerns of patients worldwide”
  4. 4. Marketing Drivers <ul><li>Priority of patient education within the healthcare industry </li></ul><ul><li>Technology related to production and delivery of rich media content (FedEx, internet, compression codecs) </li></ul><ul><li>Distribution (strategic alliances, new message platforms) </li></ul><ul><li>Geography </li></ul>
  5. 5. 1991 Market Environment <ul><li>Numerous competitors; no real dominant player </li></ul><ul><li>Focus on medical animation as customized content for end-applications (e.g. proprietary drug advertising) </li></ul><ul><li>Limited web awareness and use of rich media content </li></ul><ul><li>No additional message delivery platforms (outside of traditional electronic and print media) </li></ul><ul><li>Patient education lower priority </li></ul>
  6. 6. Original Blausen Marketing Strategies (1991) <ul><li>Focus on custom 3D medical animation </li></ul><ul><li>Pursue individual project work; no single, standardized product </li></ul><ul><li>Start to build extensive library of medical animations </li></ul><ul><li>Target customer end-users of custom content (pharma, medical device manufacturers, publishers, etc.) </li></ul><ul><li>Minimize Blausen branding in light of customer use in proprietary applications, (e.g. television commercials, etc.) </li></ul>
  7. 7. Market Evolution <ul><li>Web and rich media use explodes </li></ul><ul><li>Emphasis on patient education increases </li></ul><ul><li>New demand direct from healthcare organizations (e.g. hospitals) </li></ul><ul><li>New distribution opportunities (in-room interactive television) </li></ul><ul><li>Additional message platforms arrive (smartphones, tablet computers, etc.) </li></ul><ul><li>International healthcare markets more sophisticated (Big Pharma, internal development) </li></ul>
  8. 8. Blausen Adapts — Human Atlas Developed Blausen Human Atlas as standardized stand-alone product; award-winning, 300 topics, strong Blausen branding
  9. 9. Blausen Adapts — Human Atlas <ul><li>Attractive to hospital and web portals for use on websites for patient/prospective patient education </li></ul><ul><li>Direct licensing model provides higher margins (versus custom work) </li></ul>
  10. 10. Blausen Adapts — Product Improvement Available in multiple languages
  11. 11. Blausen Adapts — Product Improvement Content distributed in 40 countries
  12. 12. Blausen Adapts — Expanded Distribution Reseller arrangements with leading and international providers of in-room interactive video solutions
  13. 13. Blausen Adapts — Expanded Distribution Video-on-Demand Resellers Image courtesy of Skylight
  14. 14. Blausen Adapts — Expanded Distribution Turnkey through re-seller/distributor sales organizations
  15. 15. Blausen Adapts — Additional Platforms Blausen Human Atlas configured as mobile medical app
  16. 16. Blausen Adapts — Additional Platforms Over 120,000 downloads; consistently in Apple iTunes Top 1% Grossing for medical apps
  17. 17. The Future Continued addition of Blausen apps for mobile devices used as patient point-of-care
  18. 18. The Future Launch new Anatomy & Physiology app for allied healthcare professionals and medical/scientific students
  19. 19. The Future Develop Blausen It web browser tying text terms to animation library
  20. 20. Marketing Strategy Evolution In an ever-changing marketing environment For more info contact Mike Hensgen [email_address] 1-800-999-6173