Combining Multiple Marketing Strategies In A Digital Format
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Presentation from 2013 Digital Marketing for Medical Devices Effective use of multi-channel marketing in medical devices Case study examples of iPad utilization for sales force Personalized apps for sales
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Combining Multiple Marketing Strategies In A Digital Format
- 1. Effectively and Efficiently Combining Multiple Marketing Strategies In A Digital Format Pamela Balthazor Gajdosik VP, Commercial Excellence American Medical Systems, An Endo Health Solution 1
- 3. So Why Are Maps Flat?
- 4. Solution 1.0
- 5. Google Earth – The Globe of the 21st Century Solution 2.0
- 6. Objectives Assess historic successful print marketing campaigns and how these can be utilized in a digital format Examine successful creative formats that enhance the delivery and effectiveness of online digital catalogs and product information Explore use of cloud and tablet technologies that engage the sales team in effective message delivery
- 7. INSIGHTS IMAGINE INTEGRATE ITERATE Transforming Your Marketing from Print to Digital
- 9. A balancing act… Internal External Brand Goals Content Capabilities Risk-Tolerance Maturity Budget Customer Experience Emotions and Motivation Digital Behavior Competitive Actions
- 10. External: Understand the Journey 1. Problem Recognition 2. Solution & Supplier Comparison 3. Validation of Choice What do customers think and feel through the decision process? How do they gather information? What is your competition doing?
- 11. Internal: Content and Capabilities LITERATURE AVERAGE USAGE ACTIVE ITEMS 4,999-2,500 0.4% 2,499 - 1,000 1.7% 500-999 1.3% 499-250 5.1% 1-249 42.8% None 48.4% Internal Interviews • Sales • Sales Training • Customer & Tech Service • Medical Affairs • Device Reporting • Regulatory • Legal
- 12. Bring it together 1. Problem Recognition 2. Solution & Supplier Comparison 3. Validation of Choice Content Gap? Delivery? Content Gap? Delivery? Content Gap? Delivery?
- 14. 14 REIMAGINE…NOT REPURPOSE 68% of docs who have received a tablet detail say they’re extremely or very satisfied with the experience Those who were not said the detail appeared to be “optimized for another medium”
- 15. PERSONALIZED • Making it REAL • Completely RELEVANT MEANINGFUL • SOLVE their problem • Provide SOLUTIONS that create connection ENGAGING • DIALOGE, not presentation • INTERACTIVE learning Three Considerations
- 16. Choosing your channel 16 Intimate One Way Battleground Ubiquitous Communication Power Competitive Noise White Papers and Animations Mobile content tools = Content Briefcase Individualized dialogue and solution tools Interactive Product /Surgical Demos Source: CEB,The Digital Evolution in B2B, 2013
- 17. 17 Source: 3M Website, accessed 7/20/13 Case Example: 3M Digital Catalog
- 18. Source: MedCity News, accessed 7/20/13 Case Example: Interactive Demo
- 20. The digital journey 20 Experimentation IntegrationConsolidation Source: The Digital Evolution in B2B Marketing
- 21. 21 practicing physicians use smartphones, computer tablets, various mobile devices, and numerous apps in their customary medical practices 4 out of 5 Source: Taking the Pulse 2013, Manhattan Research
- 22. Digital Transformation for Sales "Transitioning your field sales team over to cloud-based tablet platform is more than just an upgrade of their technology. It represents a key shift in the engagement between sales representatives and their customers”
- 23. Case Study The Challenge 10K product SKUs sold by multiple sales teams 20+ customer segments with numerous “pain points” Thousands of videos, brochures, and other collateral Over half of sales team had less than 6 months tenure 23
- 24. Case Study: eInsights The Solution: A single interactive app that fosters two- way discussion based on the customer challenges 24
- 25. Personalized Profile 25 Value-add for rep pre-call planning Integration with CRM Easy-follow up
- 26. Connecting Solutions to Pain Points 26
- 28. Connecting to Key Collateral 28
- 29. Case Study: Zimmer Spine The Challenge: 100K SKUs, bulky catalogs and a visual sale The Need: Seamless integration of content The Solution: One mobile app integrated with SFD.com that includes functional demos Source: SalesForce.com Website, 7/20/13
- 30. Considerations Make sure your content lets you tailor presentations. Ensure your content accurately represents the medical device in a photo realistic manner—cartoonish models don’t do your product justice. Ensure that the iPad content you create can be re-used on multiple delivery platforms Look to develop iPad content that can show medical devices fully- functioning in their natural environment. Create medical device content that is TRULY interactive, unlike videos Construct easily translatable content to extend global reach. Find a way to repurpose existing messaging and supporting collateral. Develop content native to the iPad – NO INTERNET NEEDED.
- 31. Success Depends on Training 31 ‘Hey, that looks useful but can you tell me how to download an App? Med Device Sales Representative
- 33. Common Metrics LONGITUDINAL MEASUREMENT: Cost per engagement pre/post launch Cost Efficiencies TEST PILOT MODELING: Team using new tools vs control group SATISFACTION TRACKING: Field and Customer Feedback Utilization
- 35. Summary A great digital approach starts with an understanding of the customer and an assessment of both internal information as well as capabilities Customers are more savvy than ever and demand personalized, relevant and engaging conversations Digitization affords us the opportunity to integrate multiple strategies seamlessly Cloud and tablet technology enable us to better support our sales team but we must ensure good training to maximize investment. No one “gets it right” the first time. Continuous tracking of KPIs allow for quick adjustments to improve performance.
Editor's Notes
- There appears to be something of an iPad arms race in the $200 billion medical-devices sector. Heart-device maker Boston Scientific recently bought 2,000 for its sales team, and orthopedics company Zimmer Holdings Inc. ZMH +0.77% is rolling out more than 1,000 of the tablets. Stryker Corp., SYK +1.17% a Zimmer rival, said it has deployed iPads "and a number of applications" in a pilot program.s 2.0 Cloud info
- Zimmer’s interactive iPad app, built with Force.com, lets sales reps show doctors how their medical devices function within the human body. With the entire product line on one mobile app, bulky catalogs and product samples can remain back at the office. Sales reps can interface with doctors virtually anywhere—even the emergency room—to help patients regain mobility.
- Make sure your content lets you tailor presentations. If it doesn’t, you’ll have trouble communicating to a variety of audiences—as physicians, lab technicians, and CTOs all have varying levels and areas of interest. Your prospect’s time is precious, so being able to jump directly to the information and products that are of interest to them can make or break a sale. Ensure your content accurately represents the medical device in a photo realistic manner—cartoonish models don’t do your product justice. Kaon’s 3D Product Models are the only high-definition product demonstrations available that a) deliver realism (make the virtual 3D product resemble the actual product as closely as possible), (b) mimic behavior (make the virtual 3D product behave the same as the actual product does – doors open, power supplies are removed, etc.) and (c) maximize performance and visual experience (make the entire virtual 3D product experience fluid, natural and visually appealing and realistic). This means the product models are visually identical to physical products, allowing the user freedom rotate and view these photo realistic models from any angle, as well as interact with them to run animated sequences to demonstrate product features and operations in the most realistic and engaging way possible. Ensure that the iPad content you create can be re-used on multiple delivery platforms, so you can provide customers a consistent, universal presentation wherever they encounter your brand (website, trade shows, training sessions, briefing centers)—without paying to re-format, re-create or re-develop content. This also helps to ensure that you’re articulating a consistent product message everywhere a prospect encounters your medical device. Look to develop iPad content that can show medical devices fully-functioning in their natural environment. It may be impossible to show a prospect a 1.5 ton analysis machine, but showing a 3D Product Model that looks and behaves just as the actual product does, in a hospital setting, can actually help to articulate MORE features and benefits than giving an actual demonstration of the physical product or presenting a shell of the product. Create medical device content that is TRULY interactive, unlike videos or PPTs—meaning that when the user does something, the content immediately reacts; putting customers in the “driver’s seat” creating a personalized interaction they control based on their interests as they view products and messaging in whatever sequence they choose. Construct easily translatable content to extend global reach. Medical companies often have offices, channel partners and sales teams spread across the globe, and communicating to this wide audience can be challenging if the marketing content can’t be easily translated into multiple languages. Localized 3D Product Models extend your global reach, providing every remote sales office a full portfolio of products to demonstrate where they previously may not have been able to obtain physical products due to shipping costs or export red tape. Find a way to repurpose existing messaging and supporting collateral. Due to device complexity and regulatory compliance issues, inconsistent messaging is one of the most crucial obstacles medical companies must overcome. Fact sheets and collateral that have been previously created MUST be incorporated within your interactive iPad content. The immediate accessibility of iPad Apps provides the perfect way to get up to-the-minute information updates out to sales people around the world– ensuring all prospects receive the same standardized message. Develop content native to the iPad – NO INTERNET NEEDED. The mobility of iPads allows for presentations literally anywhere, at any time, but if the app requires an Internet connection then this can seriously hamper the desired mobility—as many hospitals, clinics and corporate headquarters have strict firewalls or limited access to Internet. Content that runs natively on the iPad allows for presentations ANYWHERE you can take your iPad, expanding the potential locations of demonstrations tenfold. Now that you know some crucial features in creating great iPad content, you have an excellent idea of what to look for in an iPad app - interactivity that will genuinely excite Sales teams while providing them with engaging medical device content that can help them win deals.