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OBP Medical IMC Plan_No Video

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This is my capstone at Emerson College from January to April 2014. I was the Account Manage in the team of six. The client is OBP Medical. The slides do not include the opening video, agency profile video and commercial.

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OBP Medical IMC Plan_No Video

  1. 1. WELCOME
  2. 2. PEOPLE Meet A.C.T Account
  3. 3. Research PEOPLE Meet A.C.T
  4. 4. PEOPLE Meet A.C.T Creative
  5. 5. PEOPLE Meet A.C.T Digital
  6. 6. PEOPLE Meet A.C.T Media
  7. 7. PEOPLE Meet A.C.T PR
  8. 8. Founded in 2006 in Lawrence, MA B2B national business Innovative, self-contained, single-use Simpler, safer, and more cost-effective
  9. 9. N NEED
  10. 10. N SOLUTION
  11. 11. First Meeting with Client Secondary Research Focus Group Campaign DesignShow Time
  12. 12. Increase Brand Awareness
  13. 13. Secondary Research Marketplace Overview
  14. 14. Secondary Research Marketplace Overview — Industry Analysis 50% 6,000 2.5M 80% of the companies have 50 or fewer employees
  15. 15. Secondary Research Marketplace Overview — Industry Analysis 2.3% Tax
  16. 16. Secondary Research Facts About Media Consumption Habits #1
  17. 17. Secondary Research Facts About Media Consumption Habits #2 75% 27% 68% 37% 11% 53% 45% 29% 3%
  18. 18. Secondary Research Facts About Media Consumption Habits #3
  19. 19. Secondary Research Facts About Media Consumption Habits #4 16 hours/week 11 hours/week
  20. 20. Secondary Research Competitor Analysis
  21. 21. Secondary Research Competitor Analysis — Communication Tools
  22. 22. Secondary Research Competitor Analysis — Communication Tools GoogleAnalytics GoogleAnalyticsGoogleAnalytics GoogleAnalytics Google Ads Google Ads Google Ads Google Ads Search Keyword Search KeywordSearch KeywordSearch Keyword
  23. 23. Secondary Research Current Customer Analysis 25 75
  24. 24. Secondary Research Current Customer Analysis 45.4% 21.5%
  25. 25. Secondary Research Current Customer Analysis
  26. 26. 25% 17.5% 12% 10.2% 8.4% 7% 5% WOM & Referral Conference and Tradeshow Mailing Campaign Website Secondary Research Current Customer Analysis Lead Source
  27. 27. Secondary Research Current Customer Analysis Company Type 557 Orders 18.5% Hospital 13.5% Healthcare Organizations 12.4% Gastroenterology Organizations
  28. 28. Secondary Research Current Customer Analysis Top Influencers
  29. 29. Product innovation Cost effective Consumer loyalty Easy purchasing methods Low awareness Inefficient message Inefficient SEO
  30. 30. Product innovation Cost effective Consumer loyalty Easy purchasing methods Low awareness Inefficient message Inefficient SEO Increased attention on healthcare Physicians are online today Numerous medical device companies Excise tax Pricing
  31. 31. Primary Research Focus Group
  32. 32. Primary Research Focus Group Key Findings Offline Online Social Media Content Matters • General management and treatment guidelines • Tips provided in topics that interest participants • Medical information
  33. 33. Primary Research Focus Group Key Findings Before After • A speculum designed to allow insertion of a light source. • An easily adjustable handle. • Clear plastic material. • Light is the biggest benefit. • Handle is easy to use. • Plastic is good. • Single use. Clean. • Curve of laryngoscope looked weak. What They Care About… “The devices are similar to the ones we used. The only difference is light…It’s better that the speculum and the light move together.”
  34. 34. Target Audience
  35. 35. Target Market Summary
  36. 36. Target Market Salary • Hospitals: $140,060 • Office of Physicians: $215,650 • Outpatient Care Centers: $214,240 Salary • $60,000-70,000 30% 7% 51 years old 51.5 years old 93%66% Demographics
  37. 37. Target Market Psychographics
  38. 38. Target Market Psychographics
  39. 39. Consumer Profiles
  40. 40. Name: James Age: 51 Occupation: Gynecologists Meet James
  41. 41. Meet Meredith Name: Meredith Age: 38 Occupation: ER Nurse
  42. 42. Meet Joseph Name: Joseph Age: 44 Occupation: Purchasing Agent
  43. 43. GoogleTrends
  44. 44. BrightlyExamineIntubateLive Examine Intubate Live
  45. 45. Campaign Goal
  46. 46. Campaign Goal • B2B campaign • Increase brand awareness and sales • Highlight key differentiator • Improve customer relationships • Build better professional networks
  47. 47. Positioning Statement OBP Medical is a leading, innovative, national medical device supplier that delivers examination efficiency with their built-in single-use light source. N Positioning Statement
  48. 48. Integrated Marketing Communication Plan
  49. 49. Improve Current Situation
  50. 50. 50% lost High rate of visitors
  51. 51. Our Products
  52. 52. Search Engine Optimization 81% 46% Organic search 39% Direct search 15% Referral & E-mail
  53. 53. Meta Code & keyword <meta name="keyword" content= “vaginalspeculum, medicaldevice,ano scope,obp,obpme dical,medicalmanu facture,singleuse“ /> When considering what vaginal speculum to use, it’s not much of an argument. The bivalve vaginal speculum have been… Vaginal Speculum: Single-Use vs. Reusable
  54. 54. Suggested positive keywords Google Adwords campaign Positive Keyword Search Volume Laryngoscope 3,600 Medical Device 1,900 Anoscope 1,000 Retractor 800 Specula 720 Vaginal Specula 320 Anoscope
  55. 55. Remarketing Search related keyword Visit OBP website Return to OBP website Your ads on other sites
  56. 56. Current Booth Design
  57. 57. Intrigue Educate Entertain Draw Attention
  58. 58. Bright Box Design
  59. 59. Expand Networking at Trade Shows OBP Medical 500 Nurse.com 400 2014 ENA Annual Conference
  60. 60. Increase Brand Awareness Visual Consistency
  61. 61. Visual Consistency Facebook Cover Photo
  62. 62. Twitter Background Image
  63. 63. Increase Brand Awareness Facebook & YouTube Channel
  64. 64. Facebook Website: http://www.obpmedical.com
  65. 65. YouTube Channel
  66. 66. Increase Brand Awareness Advertising
  67. 67. Print Ad Recommendations Journal of Emergency Nursing Starting in July 2014 Hospital and Health Networks Starting in August 2014
  68. 68. Print Ad Design
  69. 69. Digital Ad Recommendations Journal of Emergency Nursing Starting in August 2014 Hospital and Health Networks Starting in October 2014
  70. 70. Digital Ad Recommendations American Journal of Medicine Starting in December 2014 Journal of Nursing Management Starting in January 2015
  71. 71. Banner Ad Design
  72. 72. YouTube Ad Recommendations From July 2014 to October 2014 100 clicks
  73. 73. Increase Brand Awareness Product Demo Video
  74. 74. Current Product Introduction
  75. 75. Product Demo Video
  76. 76. Build Professional Networks
  77. 77. Twitter Medical business organizations or companies Hospitals, doctor’s offices and medical centers Medical media platforms Nonprofit organizations
  78. 78. Improve Customer Relationship Management
  79. 79. Email For current customer Free Sample For potential customer Set a quantified objective
  80. 80. Greetings on Special Days
  81. 81. Word of Mouth
  82. 82. Referral Program Referrer’s 1st Future Order 2.5% 2.5%
  83. 83. Exercise Corporate Social Responsibility
  84. 84. Participate in American Cancer Society
  85. 85. Volunteer at Local Relay For Life Events
  86. 86. Become A Supplier
  87. 87. Media Timeline
  88. 88. Budget Grand Total: $210,378
  89. 89. Evaluation
  90. 90. Evaluation Ads • Number of people who see the advertisement • Number of people who recall the advertisement • Positive brand awareness • Number of leads and sales • Number of clicks
  91. 91. Evaluation Digital • Tool: Google analytics &Facebook insight • Rank for search engine • Number of call, clicks, followers, visits • Purchase made
  92. 92. Evaluation Public Relations • Number of views/subscribers/visitors • Positive conversation content and engagement • Number of responses from mailer receivers • Mailer receivers’ insights • Data collection • Number of referrals • Qualified supplier or not • Purchase made
  93. 93. Conclusion • Increase brand awareness • Build relationships with relevant medical developers, nonprofit organizations and potential consumers • Maintain long-term relationships with current customers
  94. 94. Thank You

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