Digital & Social Marketing for Medical Devices

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The Internet has revolutionized the way the consumer market functions. How is it impacting the way in which medical devices are developed, funded and marketed? Speak with industry experts and learn how you can develop your company’s Internet strategy.

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  • First data bank
  • Digital & Social Marketing for Medical Devices

    1. 1. Relationships Matter Presenters: OneMedPlace: Claudia Pinzon, Media & Marketing Director StoneArch Creative: Robert Koski, Interactive Strategist 04/15/10 OneMedPlace "Access to Capital, Distribution and Intelligence" Design Of Medical Devices Conference- University of Minnesota
    2. 2. The Internet: Indispensable in Healthcare <ul><li>The Internet introduces three critical advantages: Convenience, low cost and timeliness </li></ul><ul><li>The Internet can significantly benefit physicians, health providers, patients, Pharma and medical device companies </li></ul><ul><li>Effective healthcare delivery, beyond pharmaceuticals and devices, is contingent on ready access to accurate, timely information. </li></ul>04/15/10 OneMedPlace &quot;Access to Capital, Distribution and Intelligence&quot; Source: libforall.org
    3. 3. Health 2.0 Overview <ul><li>1990s- </li></ul><ul><li>The practices, technologies and social behaviors (now called health 2.0) started in the late 1990s </li></ul><ul><li>Consumers began to use the internet to publish information about their own health experiences and to connect with others. </li></ul>04/15/10 OneMedPlace &quot;Access to Capital, Distribution and Intelligence&quot;
    4. 4. Health 2.0 Overview <ul><li>Early 2000, trends for development of health 2.0: </li></ul><ul><li>The rise of the health-bloggers </li></ul><ul><li>The emergence of highly profitable search-based advertising </li></ul><ul><li>The emergence of cloud computing, which allowed online tools to be easilly created and distributed </li></ul>04/15/10 OneMedPlace &quot;Access to Capital, Distribution and Intelligence&quot;
    5. 5. Medical Products Using the Internet: 04/15/10 OneMedPlace &quot;Access to Capital, Distribution and Intelligence&quot; Source: Dr. W. John Reeves Global Director, digital McCann Healthcare Worldwide-” Promotion of Food and Drug Administration‐ Regulated Medical Products Using the Internet and Social Media Tools”
    6. 6. Health 2.0 Overview <ul><li>In 2006- 2009 </li></ul><ul><li>Health 2.0 applications, services and tools are defined as web-based services for health care consumers, patients, health professionals, Parma and biotech companies that use social media techniques to enable and facilitate specifically: (multi-entry conversation) </li></ul><ul><li>Social networking </li></ul><ul><li>Mediation </li></ul><ul><li>Collaboration </li></ul><ul><li>Participation and openness </li></ul>04/15/10 OneMedPlace &quot;Access to Capital, Distribution and Intelligence&quot;
    7. 7. Medical Products Using the Internet: 04/15/10 OneMedPlace &quot;Access to Capital, Distribution and Intelligence&quot; Source: Dr. W. John Reeves Global Director, digital McCann Healthcare Worldwide-” Promotion of Food and Drug Administration‐ Regulated Medical Products Using the Internet and Social Media Tools”
    8. 8. Environmental Factors <ul><li>Four aspects that make Health 2.0 a broad platform for mainstream patients and consumers: </li></ul><ul><li>Growth and ambiguity of the internet </li></ul><ul><li>The lack of barriers to using health 2.0 content and tools </li></ul><ul><li>Validity of “ user-generated content” </li></ul><ul><li>Health 2.0 provides answers and solutions to patients which are not only more relevant that traditional sources, but in some cases superior from those received from medical professionals. </li></ul>04/15/10 OneMedPlace &quot;Access to Capital, Distribution and Intelligence&quot;
    9. 9. Health 2.0 Impact <ul><li>This means that Health 2.0 has significant implications for the health care system: </li></ul><ul><li>For the first time large healthcare incumbent organizations don’t fully control the pace and direction of change in their own markets. </li></ul>04/15/10 OneMedPlace &quot;Access to Capital, Distribution and Intelligence&quot;
    10. 10. Medical Products Using the Internet: 04/15/10 OneMedPlace &quot;Access to Capital, Distribution and Intelligence&quot; Source: Dr. W. John Reeves Global Director, digital McCann Healthcare Worldwide-” Promotion of Food and Drug Administration‐ Regulated Medical Products Using the Internet and Social Media Tools”
    11. 11. Social Media & Medical Device Companies <ul><li>How Can Companies Use Social Media Networks? </li></ul><ul><li>Product Education & Promotion </li></ul><ul><li>Clinical case studies reporting </li></ul><ul><li>Opinion-sharing </li></ul><ul><li>Recruitment of staff- Advisory Boards </li></ul><ul><li>Research and Product Development </li></ul><ul><li>Micro-sharing of pertinent financial information </li></ul><ul><li>Tracking disease-specific trends </li></ul><ul><li>Media Outreach Programs </li></ul>04/15/10 OneMedPlace &quot;Access to Capital, Distribution and Intelligence&quot;
    12. 12. Social Media & Medical Device Companies <ul><li>Real-time satisfaction surveys </li></ul><ul><li>Customer service </li></ul><ul><li>Publishing health-related news </li></ul><ul><li>Publishing disease-specific tips </li></ul><ul><li>Fund raising </li></ul><ul><li>Resource connection- Tracking FDA guideline updates </li></ul><ul><li>Tracking patient trends </li></ul>04/15/10 OneMedPlace &quot;Access to Capital, Distribution and Intelligence&quot;
    13. 13. Key Motivations <ul><li>USA 90%, Internet is source no. 1 for health information ( lee rainie, PEW Internet & American Life Project, diversity of Washington, DC, 2008) </li></ul><ul><li>Social networks and blogging : Growing at over 3x the rate of overall Internet growth </li></ul><ul><li>2009 , VC-running blogs and Tweets really became mainstream. ( Why Do VCs Blog (and Tweet)? By: Nick Leiber on January 06, 2010 - Business Week ) </li></ul><ul><li>This is surely leading to more efficient markets– and higher opportunities for small businesses seeking capital and exposure. </li></ul><ul><li>70% of journalists now use social networks to assist reporting according to a  Middleberg Communications survey reported by PRWeek </li></ul>04/15/10 OneMedPlace &quot;Access to Capital, Distribution and Intelligence&quot;
    14. 14. 04/15/10 OneMedPlace &quot;Access to Capital, Distribution and Intelligence&quot; DEVELOPING A SOCIAL MEDIA STRATEGY
    15. 15. Your Strategy: Interactive Portrait of the World <ul><li>Expertise : Expert sources of product and related disease information </li></ul><ul><li>Accuracy and Balance : Industry participation will ensure accuracy and balance information presented and discussed. Positioning Strategy, Differentiation Factor </li></ul><ul><li>Engagement: Open dialogue within communities whose members expect to obtain and share health related information and share experiences and opinions. Join, share, respond </li></ul><ul><li>Listening: Produce more content that is more closely aligned with what your users are interested in </li></ul><ul><li>Consistency: Keep core message in Social profiles, website and third party sites complementary and uniform. Integrated Marketing Approach </li></ul>04/15/10 OneMedPlace &quot;Access to Capital, Distribution and Intelligence&quot;
    16. 16. Branded Content: Creating Relevant Engagement <ul><li>Visibility : Improve your search engine ranking- content alive. Multimedia Press Releases </li></ul><ul><li>Track virality of your story. Building relationships/Reaching out </li></ul><ul><li>Response to product questions posted by community member and directed to company. Unified Tone & Voice </li></ul><ul><li>Credibility: Contacts, resources and feedback should be at the most one click away from any branded message </li></ul>04/15/10 OneMedPlace &quot;Access to Capital, Distribution and Intelligence&quot;
    17. 17. OneMedPlace: “Investor Introduction Services ” <ul><li>Technolgy Profile (Video) </li></ul>04/15/10 OneMedPlace &quot;Access to Capital, Distribution and Intelligence&quot;
    18. 18. 04/15/10 IMPLEMENTING A SOCIAL MEDIA STRATEGY
    19. 19. 1. Understand your audience - and how their expectations are changing 04/15/10 StoneArch Creative “Experts in health and medical marketing” Patient Health 2.0 / ePatient Passive role Active (engaged) role Information given Information sought Top-down delivery of healthcare Partners in their healthcare experience Paternalistic medicine Participatory medicine
    20. 20. 2. Set goals & objectives <ul><li>Learn more about your audience </li></ul><ul><li>Build trust and enhance your reputation </li></ul><ul><li>Offer education, help and support </li></ul><ul><li>Recognize and reward behaviors </li></ul><ul><li>Solicit input and encourage dialogue </li></ul><ul><li>Promote ideas and expertise </li></ul><ul><li>Establish measurable success criteria </li></ul>04/15/10 StoneArch Creative “Experts in health and medical marketing”
    21. 21. 3. Review challenges & respond to risks <ul><li>Understand the regulatory landscape </li></ul><ul><ul><li>What you can say, and when you can say it (#FDASM) </li></ul></ul><ul><ul><ul><li>Trial / approval period </li></ul></ul></ul><ul><ul><li>Accuracy + Balance rules still apply </li></ul></ul><ul><ul><ul><li>Content creators (authors) </li></ul></ul></ul><ul><ul><ul><ul><li>Paid or sponsored contributor? </li></ul></ul></ul></ul><ul><ul><ul><li>Forum / network </li></ul></ul></ul><ul><ul><ul><ul><li>Branded or sponsored by company? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Monitoring policy </li></ul></ul></ul></ul><ul><li>Develop a process and policy (or guidelines) </li></ul><ul><li>Create a team & assign responsibilities </li></ul>04/15/10 StoneArch Creative “Experts in health and medical marketing”
    22. 22. 4. Learn from examples <ul><li>Go where your audience goes </li></ul><ul><li>Study the competitive landscape </li></ul><ul><li>Review “best-in-class” industry sites </li></ul>04/15/10 StoneArch Creative “Experts in health and medical marketing”
    23. 23. 04/15/10 OneMedPlace &quot;Access to Capital, Distribution and Intelligence&quot; clegstories.com connecting to a passionate community
    24. 24. clegstories.com Integration with Facebook & Twitter – find your audience before they search
    25. 25. 04/15/10 tryfemsoft.com Reaching out to consumers & medical professionals
    26. 26. Consumer awareness: targeted search optimization / placement in social networks Clinician training: Education on patient evaluations, reimbursements
    27. 27. 5. Monitor and Manage Response <ul><li>Use tools to learn more about who your audience is, where they are, and what they’re saying </li></ul><ul><li>Google Alerts </li></ul><ul><li>TweetDeck </li></ul><ul><li>SocialMention </li></ul><ul><li>Use advanced tools like Nielsen Net Ratings, Radian6, others to run more complex queries </li></ul>04/15/10 StoneArch Creative “Experts in health and medical marketing”
    28. 28. 04/15/10 WHAT’S NEXT?
    29. 29. What’s Next? <ul><li>Smarter search (search 2.0) </li></ul><ul><li>More robust communities </li></ul><ul><li>Greater access to data </li></ul><ul><li>The mHealth revolution </li></ul>04/15/10 StoneArch Creative “Experts in health and medical marketing”
    30. 30. What’s Next | Smarter Search Engines <ul><li>More personalized </li></ul><ul><li>More transparent </li></ul><ul><li>Connect to issue-specific communities </li></ul>04/15/10 StoneArch Creative “Experts in health and medical marketing”
    31. 31. healthmash.com web 2.0 mashup “world's most sophisticated Health Knowledge Base”
    32. 32. healia.com health search engine, community, guides
    33. 33. organizedwisdom.com “ the first expert-guided search service for health”
    34. 34. What’s Next | More Robust Communities <ul><li>Providing support </li></ul><ul><li>Answering questions </li></ul><ul><li>Aggregating data & tracking outcomes </li></ul>04/15/10 StoneArch Creative “Experts in health and medical marketing”
    35. 35. dailystrength.com Support community focused on health treatments
    36. 36. curetogether.com Anonymously track & compare health data
    37. 37. medhelp.org Community site with network affiliates & robust tools Asthma Tracker
    38. 38. 23andme.com Analyze your DNA for disease traits, risks
    39. 39. What’s Next | Greater Access to Data <ul><li>Consumer focused tools that unlock databases with new interfaces and analytics </li></ul><ul><li>Personalized + Analytical </li></ul><ul><li>Support decisions & Enable transactions </li></ul>04/15/10 StoneArch Creative “Experts in health and medical marketing”
    40. 40. doublecheckmd.com Personalized evaluations
    41. 41. destinationrx.com Consumer drug price comparisons and purchasing
    42. 43. What’s Next| mHealth Revolution <ul><li>Smart-phones / devices are everywhere & adoption continues to climb </li></ul><ul><li>Participation in social networks is no longer restricted to the laptop or desktop </li></ul><ul><li>More convergence of online / offline media (mashups) </li></ul>04/15/10 StoneArch Creative “Experts in health and medical marketing”
    43. 44. Mobile Attitudes / Adoption Harris Poll, October 9, 2009
    44. 45. Mobile Attitudes / Adoption Harris Poll, October 9, 2009
    45. 46. “ Next generation platforms (social networking + mobile) will drive unprecedented change in communications + commerce.” - Morgan Stanley Web 2.0 presentation Mobile application + advertising opportunities Nearly 1/3 of physicians use mobile phones to access medical info (sdihealth.com) Nearly 2,000 medical iphone apps available on the app store Community support (imedicalapps.com - review site for med professionals)
    46. 47. 04/15/10 RECAP
    47. 48. 4 Things to Remember <ul><li>Set goal(s): Create realistic objectives that can be measured. </li></ul><ul><li>Know the rules: Understand the regulatory landscape </li></ul><ul><li>Watch the store: Monitor social chatter (and your reputation). Respond accordingly </li></ul><ul><li>Continue to improve: Develop an ongoing strategy to keep content fresh and engaging. Use SEO best practices to attract new customers. Deepen existing relationships with targeted and relevant info. </li></ul>04/15/10
    48. 49. Thank you <ul><li>For More Information: </li></ul><ul><li>OneMedPlace: Onemedplace.com Twitter: @onemedplace </li></ul><ul><li>StoneArch Creative: stonearchcreative.com Twitter: @StoneArch </li></ul>04/15/10

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