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Medical device summit_cadient_102313

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  • 1. Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   Medical  Device  Marke-ng  &   Social  Media   Where  Are  We  Now,     and  Where  Are  We  Going?   October  23,  2013       Chris  Mycek   Chief  Customer  Officer   Cadient  Group   1 Cadient Group©2013. All Rights Reserved. Confidential.
  • 2. Click  to  {  dit  ACTION  /tle  style   Results   eeN   Master   /tle  style   Click  to   I dit  Master   AnywhereHealth.com   2 GetResultsInAc/on.com   Cadient Group©2013. All Rights Reserved. Confidential. ElementsOfDigital.com  
  • 3. Click  to  edit  Master  /tle  style   Agenda   edit  Master  /tle  style   Click  to       What’s  Different  About  Digital  Today?     How  does  digital  publishing/social  media  differ  from  previous  forms  of  media  used   by  medical  products  companies?       Social  Media  In  Ac/on   Current  med  tech  industry  u-liza-on  of  social  media     What  Are  Those  Marketers  Thinking?   Working  with  marke-ng  departments  to  create  effec-ve,  compliant  digital  programs       FDA  Social  Media  Hearings…Four  Years  Later   Enforcement  ac-ons  and  trends  pertaining  to  digital  communica-ons     Ques/ons?   Where  do  we  go  from  here?     3 Cadient Group©2013. All Rights Reserved. Confidential.
  • 4. Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   What’s  Different  About   Digital  Today?     How  does  digital  publishing/social  media  differ   from  previous  forms  of  media  used  by  medical   products  companies?       4 Cadient Group©2013. All Rights Reserved. Confidential.
  • 5. Click  to  edit  Master  /tle  style  ideo  Sharing   Explosive  Rise  of  Image  and  V Click  to  edit  Master  /tle  style   5 Cadient Group©2013. All Rights Reserved. Confidential.
  • 6. Click  to  torytelling   /tle  style   dit  Master   Visual  S eedit  Master  /tle  style   Click  to   6 Cadient Group©2013. All Rights Reserved. Confidential.
  • 7. Click  to  edit  Master  /tle  style   Play   HCP  Oto  edit  Master  /tle  sriple   Click   mnivores  =  Digital  T tyle   7 Cadient Group©2013. All Rights Reserved. Confidential. Source:  Epocrates  2013  Mobile  Trends  Report  
  • 8. Click  to  edit  Master  /tle  style   Naviga/ng  a  Mul/-­‐Device  World   Click  to  edit  Master  /tle  style   Informa/on  consump/on  changes  over  the  course  of  the  day…   A[en/on   Interest   Decision   Ac/on   8 Cadient Group©2013. All Rights Reserved. Confidential.
  • 9. Click  to  edit  Design:  I/tle  style   Responsive   Master   nfinite  content  varia/on   Click  to  edit  Master  /tle  style   9 Cadient Group©2013. All Rights Reserved. Confidential.
  • 10. Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   Social  Media  In  Ac-on   10 Cadient Group©2013. All Rights Reserved. Confidential.
  • 11. Click  ealthcare:  Social  tle  style   dit  Master  / Sharing   GE  H to  eedit  Master  /tle  style   Click  to   11 Cadient Group©2013. All Rights Reserved. Confidential.
  • 12. Click  ealthcare:  Social  tle  style   dit  Master  / Inspira/on   GE  H to  eedit  Master  /tle  style   Click  to   12 Cadient Group©2013. All Rights Reserved. Confidential.
  • 13. Boston  Scien/fic     /tle  style   Click  to  edit  Master   Click  to  edit  Master  /tle  style   Endoscopy  Channel:  Social  Educa/on   13 Cadient Group©2013. All Rights Reserved. Confidential.
  • 14. Click  to  Scien/fic:  Se4ng  a  New  Standard   dit  Master  /tle  style   Boston   eedit  Master  /tle  style   Click  to   14 Cadient Group©2013. All Rights Reserved. Confidential.
  • 15. Click  to  entegrated  Device  Systems   dit  Master  /tle  style   Glooko:  Iedit  Master  /tle  style   Click  to   15 Cadient Group©2013. All Rights Reserved. Confidential.
  • 16. Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   What  Are  Those  Marketers   Thinking?   16 Cadient Group©2013. All Rights Reserved. Confidential.
  • 17. Click  to  edit  Master  /tle  style   Paid,  Oo  edit  Marned  Media   Click  t wned,  E aster  /tle  style   •  •  •  17 Cadient Group©2013. All Rights Reserved. Confidential. Paid  is  anything  the  marke-ng   department  pays  a  media  or  other   company  for  media  placement  of   its  message,  brand,  e-­‐mail  or  other   form  of  marke-ng.  Tradi-onally   this  includes  ads,  SEO,  and  direct   marke-ng  buys.     Owned  is  when  a  company  acts  like   a  media  organiza-on  and  publishes   its  own  content,  on  its  site,  in  print,   or  on  social  networks.  Obviously,   financial  and  staff  resources  are   deployed  to  create  this  media.     Earned  occurs  when  a  customer,   individual,  or  media  outlet   men-ons  your  brand  in  some  form.   While  some  assume  the  name   connotes  free  media,  in  reality  it   oUen  means  the  organiza-on   deploys  agencies,  PR,  and  social   media  staff  to  garner  earned  media.  
  • 18. Click  to  edit  Master  /tle  style   Marke/ng  Automa/on  Mstyle   Click  to  edit  Master  /tle  aturity   18 Cadient Group©2013. All Rights Reserved. Confidential.
  • 19. Click  to  eMarke/ng  Dominates  Search  in  US   dit  Master  /tle  style   Content   edit  Master  /tle  style   Click  to   How  the  various  terms  performed  in  Google  Trends  over  the  past  few  years.   SOURCE: CONTENT MARKETING INSTITUTE CHART USING GOOGLE TRENDS DATA 01/09/2013 19 Cadient Group©2013. All Rights Reserved. Confidential. http://cdn.business2community.com/wp-content/uploads/2013/01/contentdominatechart.jpg
  • 20. Click  to  eetarge/ng   /tle  style   Search  o  edit  Master  /tle  style   R dit  Master   Click  t 20 Cadient Group©2013. All Rights Reserved. Confidential.
  • 21. Click  to  edit  Master  /tle  style   Context  Across  aster  /tle  style   Click  to  edit  M Channels   21 Cadient Group©2013. All Rights Reserved. Confidential.
  • 22. Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   FDA  Social  Media  Hearings…   Four  Years  Later   22 Cadient Group©2013. All Rights Reserved. Confidential.
  • 23. Click  to  Hdit  Master  /tle  style   What’s   eedit  Master  /tle  style   Click  to   ot?   The  FDA  is  focusing  its  oversight  on  mobile  medical  apps   that:     •  Are  intended  to  be  used  as  an  accessory  to  a  regulated   medical  device—for  example,  an  applica-on  that  allows  a   healthcare  professional  to  make  a  specific  diagnosis  by   viewing  a  medical  image  from  a  picture  archiving  and   communica-on  system  (PACS)  on  a  smartphone  or  a   mobile  tablet     •  Transform  a  mobile  pla`orm  into  a  regulated  medical   device—for  example,  an  applica-on  that  turns  a   smartphone  into  an  electrocardiography  (ECG)  machine  to   detect  abnormal  heart  rhythms  or  determine  if  a  pa-ent  is   experiencing  a  heart  aaack   23 Cadient Group©2013. All Rights Reserved. Confidential.
  • 24. Click  to  entegrated  Device  Systems   dit  Master  /tle  style   Glooko:  Iedit  Master  /tle  style   Click  to   24 Cadient Group©2013. All Rights Reserved. Confidential.
  • 25. Click  to  Ndit  Master  /tle  style   What’s   eedit  Master  /tle  style   Click  to   ot?   Apps  and  devices  that  won’t  be  regulated:       •  •  •  •  •  •  Help  users  self-­‐manage  their  disease/condi-on  without  providing  specific   treatment  sugges-ons     Provide  pa-ents  with  simple  tools  to  organize  and  track  health  informa-on     Provide  easy  access  to  informa-on  related  to  health  condi-ons  or  treatments     Help  pa-ents  document,  show,  or  communicate  poten-al  medical  condi-ons  to   healthcare  providers     Automate  simple  tasks  for  healthcare  providers     Enable  pa-ents  or  providers  to  interact  with  personal  health  record  (PHR)  or   electronic  health  record  (EHR)  systems   25 Cadient Group©2013. All Rights Reserved. Confidential.
  • 26. Click  to  edit  Yet…   /tle  style   uChek?  Not   Master   /tle  style   Click  to  edit  Master   26 Cadient Group©2013. All Rights Reserved. Confidential.
  • 27. Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   Ques/ons?   27 Cadient Group©2013. All Rights Reserved. Confidential.
  • 28. Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   Chris.Mycek@cadient.com   28 Cadient Group©2013. All Rights Reserved. Confidential.