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Visionary marketing leadership by pwschmid@gmail.com
- 1. Joe Doyle Medical Marketing Leadership Joe Doyle | Medical Marketing Leadership
- 2. Discussion Overview Career Highlights My Perspective on Masimo My Vision for Masimo Joe Doyle | Medical Marketing Leadership
- 3. Discussion Overview Career Highlights My Perspective on Masimo My Vision for Masimo Joe Doyle | Medical Marketing Leadership
- 4. Joseph Doyle Medical Marketing Leadership Academic Background BA Biology BS – Pharmacy SUNY Buffalo Creating, Pharma Sales & Strengthening & Medical Agency Launching Account Innovative Management Healthcare Brands Global & US Medical Agency Brand Planning & Operations & Execution Management Joe Doyle | Medical Marketing Leadership
- 5. Joseph Doyle Medical Agency Leadership BGM 1Health Joe Doyle | Medical Marketing Leadership
- 6. Discussion Overview Career Highlights My Perspective on Masimo My Vision for Masimo Joe Doyle | Medical Marketing Leadership
- 7. Visionary Technology Compelling Clinical & Outcomes Data OEM Solutions Patient SEDline SafetyNET brain monitoring rainbow™ SET rainbow™ CO Oximetry acoustic monitoring SET Joe Doyle | Medical Marketing Leadership
- 8. Discussion Overview Career Highlights My Perspective on Masimo My Vision for Masimo Joe Doyle | Medical Marketing Leadership
- 9. The Premise Amazing Technology with Amazing Clinical & Economic Data deserves Amazing Marketing Communications
- 10. Three Steps Toward the Future 3 Penetrate international 2 markets Re-invigorate the brand 1 Conduct a strategic review Joe Doyle | Medical Marketing Leadership
- 11. The longest journey begins with a single step. Lao Tsu
- 12. The First Step • Define Brand Specific Goals 1 • Align Strategies/Tactics • Strengthen Positioning Conduct a strategic review Joe Doyle | Medical Marketing Leadership
- 13. “If you don’t know where you’re going . . . You’ll probably end up somewhere else!” Where Where Are Vision Are We We? Going? Strategy Expansion? Take share? Leverage clinical & economic data? Joe Doyle | Medical Marketing Leadership
- 14. “Where We Are” with the Brand Market Target Brand Analyze the Develop deep Codify key issues market & insights into as the basis for competition. your audiences. strategy.
- 15. A strategic roadmap links issues, strategies and tactics to realize the vision. Where Where Are Vision Are We We? Going? Strategic & Tactical Plan Key Issue 1 Key Issue 2 Key Issue 3 Key Issue 4 Strategy Strategy Strategy Strategy Tactics Tactics Tactics Tactics a b c a b c a b c a b c Joe Doyle | Medical Marketing Leadership
- 16. Driving a Belief Shift Beliefs Drive Behavior Current Desired Behavior Behavior What are they doing? What do we want them to do? Beliefs Belief What do they believe and why? What do we need them to believe? Belief Shift - Drives Behavior Change Joe Doyle | Medical Marketing Leadership
- 17. Great brands are built on great architecture. . . Core Value Positioning Personality Joe Doyle | Medical Marketing Leadership
- 18. . . . which is built on an eternal promise . . . Core Value Joe Doyle | Medical Marketing Leadership
- 19. . . . that appeals to the mind and the heart. Core Value Positioning Personality Rational Emotional Joe Doyle | Medical Marketing Leadership
- 20. Key messages appeal to the mind . . . Core Value Positioning Personality Rational Emotional Key Message 1 Key Message 2 Key Message 3 Joe Doyle | Medical Marketing Leadership
- 21. . . . and are supported by data. Core Value Positioning Personality Rational Emotional Key Message 1 Data Data Data Key Message 2 Data Data Data Key Message 3 Data Data Data Joe Doyle | Medical Marketing Leadership
- 22. The personality appeals to the heart . . . Core Value Positioning Personality Rational Emotional Joe Doyle | Medical Marketing Leadership
- 23. and is built on the brand hallmarks. Core Value Positioning Personality Rational Emotional Images Colors Logo Typeface Tagline Voice Joe Doyle | Medical Marketing Leadership
- 24. Great brands are built on great architecture. Core Value Positioning Personality Rational Emotional Key Message 1 Images Data Data Data Colors Key Message 2 Logo Data Data Data Typeface Key Message 3 Tagline Data Data Data Voice Joe Doyle | Medical Marketing Leadership
- 25. "There's an old Wayne Gretzky quote that I love. 'I skate to where the puck is going to be, not where it has been.‘” Steve Jobs
- 26. The Second Step • Refine messaging 2 • Refresh the identity to reflect the core Re- invigorate the technology brand • Leverage the evidence Joe Doyle | Medical Marketing Leadership
- 27. B+L Surgical Branding Case Study Creativity In Action 27 Joe Doyle | Medical Marketing Leadership
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- 31. Have a bias toward action. Let’s see something happen now! Indiria Ghandi
- 32. Three Steps Toward the Future 3 • Elevate SET & rainbow™ Penetrate • Fortify leadership position international markets • Develop a global platform Joe Doyle | Medical Marketing Leadership
- 33. Three Steps Toward the Future 3 Penetrate international 2 markets Re-invigorate the brand 1 Conduct a strategic review Joe Doyle | Medical Marketing Leadership
- 34. . . . this nation should land a man on the Moon and return him safely to the Earth. John F. Kennedy
- 35. Joe Doyle Leadership Strategy Execution
Editor's Notes
- Thank you all for giving me this opportunity, its very exciting… here’s what I’d like to do today… (review agenda)Now, full disclosure I’ve spoken thus far with Linda Polk and Paul Jansen who were kind enough to interview me and set up this meeting… all the rest of the content here today comes from my research on Masimo, and my recommendations come from tools and practices that I have employed over my career…But this will give you a chance to get to know me better, to get to understand how I think and operate, and how I am “on my feet”… I hope I dance well today!
- Thank you all for giving me this opportunity, its very exciting… here’s what I’d like to do today… (review agenda)Now, full disclosure I’ve spoken thus far with Linda Polk and Paul Jansen who were kind enough to interview me and set up this meeting… all the rest of the content here today comes from my research on Masimo, and my recommendations come from tools and practices that I have employed over my career…But this will give you a chance to get to know me better, to get to understand how I think and operate, and how I am “on my feet”… I hope I dance well today!
- Hopefully you all have a copy of my resume for the dates & details… but please allow me to give you an overview of my career highlights
- Academic Background – BA Biology, BS Pharmacy from SUNY Buffalo, Licensed RPh NY Provides me a strong scientific acumen and proven ability to communicate at an advanced scientific and technical levelPharma Sales and Medical Agency Account Management Front line customer sales & service, collaborate and lead agency team (account, creative, traffic & production) to execute promotional programs and exceed client expectationsCreating, Strengthening and Launching Innovative Healthcare BrandsLeading client/agency teams in the strategic analysis, positioning, messaging , and promotion of their brands; facilitating medical market conditioning programs with KOLs to maximize the brands clinical data ; creating disease awareness and promotional programs for Physicians, Payers, PatientsGlobal and US Brand Planning & ExecutionLead multi-disciplined team from client to gain consensus on strategy, positioning and global branding, which provided global consistency and allowed for regional and cultural customization of promotionMedical Agency Operations & Management (BGM - 1Health, MedErgy) Senior management (President/CEO, Chief Branding Officer) of two medical ad agencies provided me an in-depth knowledge of the business and the technical and functional skills needed to transform the agency business and drive dramatic growth
- I’d like to tell a quick story of my medical agency leadershipIn 1987 Baxter Gurian & Mazzei, one of the first West Coast Healthcare ad agencies, had just been acquired The Omnicom Group, and I was hired by BGM founders Ken Gurian and Don Baxter to be their successor and lead the agency during a period of explosive growth following the acquisition. - I progressed upward through multiple account and management promotions and ultimately became President/CEO - I was responsible for agency P/L, all agency operations, new business and organic growth. - I led the agency teams to quadruple revenue and achieved yearly profits. - In my 18 yrs there I helped build the business into the nation’s 37th largest healthcare advertising agency (as reported by MedAdNews)While managing the agency operations and growth I worked with our agency teams to stay in constant contact with our clients, and foraged to find new client relationships through my leadership of such industry groups as the MMA – Medical Marketing Association.I believe my experiences at BGM/1Health provided me best “hands on” experience I can bring to Masimo to manage the internal marketing communications and creative services group.
- As I said, I’ve done a significant amount of research on Masimo, and your offerings
- In reviewing your offering, I see the Masimo brand as Innovative, Visionary Technology that delivers compelling Clinical and Outcomes dataAt the core of your brand is SET technology.. SET is more to me than just pulse Oximetry… it has raised the bar for your other products for the promise of innovative, noninvasive, continuous monitoring technologies that significantly improve patient care… all products either contain SET pulse Oximetry or compliment you brand promise… I see Masimo as the leader in innovative noninvasive, continuous monitoring technologies that significantly improve patient care—helping solve "unsolvable" problems
- Now I’d like to address my vision for Masimo and how I can help you achieve new heights
- A Simple Premise
- We need to walk “upstairs” to achieve new heights…Three steps to the future involves:Conducting a strategic review of the Masimo brand, its products and their positioningRe-invigorating the brand to reflect the true potential of MasimoInstitute a an initiative to better penetrate select, hi growth markets globally
- Chinese philosopher Lao Tzu had the profound vision to observe that “The longest journey begins with a single step”… So lets take our first step!
- Conduct a Strategic Review of the Masimo BrandRationale : We need to ensure we have clear and specific goals for our brands and the strategies directed at achieving them We need to ensure that all tactics – brand promotion & advertising, education, publications, and Congress activities - “ladder up” to achieving a specific strategy and addressing a critical success factor We need to strengthen the brands positioning so that we can present in the most differentiating and compelling identityBroad participation and alignment:Global & RegionalCross-functionalMarketing , MARCOM, Sales , Medical, R&D, Health Economics
- I’ve found that the simplest way to start a strategic review is to ask those 2 basic questions… “Where R we?”… “Where do we want 2B?” It will be our strategies that provide the roadway to get to where we want 2BI’ll get into how to discover the answer to “Where R we?” in a second, but here are some key strategic questions to answer to determine “Where do we want 2B?” What are the goals for our brands??Strategic Key QuestionsMarket expansionTake share from the competitionsCreate needsClinical and economic differentiationBecause if we don’t know where we are going, we’’ll probably end up somewhere else!!” – Thank you Yogi Berra!
- Market Analysis:Market Research (proprietary, syndicated) . Business Publications (trade, other), Web Search, Industry Reports, Financial Media, Investor Relations, Corporate Intel, Social MediaTarget Audience AnalysisSegment target audiences , conduct /analyze market research to assess beliefs, behaviors, awareness, attitudes and usage of target customersBrand Analysis -Perform comprehensive SWOT analysis - Determine areas of uniqueness and differentiation around your brand’s competitive strengths
- The Strategic Map Serves Many Functions:An excellent tool to gain internal alignment between business-line stakeholders- Links issues, strategies and tactics to realize our vision Builds market understanding for all team members Enhances the understanding of the brand offering Enables buy-in for the goals/objectives and the strategies needed to achieve them Tactics “ladder up” to strategies – (i.e., “What” down, “Why” up)
- Strong brand positioning engineers a belief shiftBelief Mapping isolates underlying customer beliefs about our brand or category. The premise of belief mapping is that customer beliefs drive customer behavior, so we start by asking “What do we want them to do?”The belief shift identifies the change in belief that will result in a change of behavior therefore it provides the basis for a clear and compelling value proposition that should then be incorporated into a positioning architecture.
- (read)
- A value proposition that can reinforce a positive belief in our brand or drive a change in a negative belief…
- It must appeal both to the mind and heart… rational & emotional
- Our key messages appeal to the rational mind
- And are supported by data (so our audience can “get it”)
- The personality appeals to the heart (so our audience can “like it”)
- And is built upon the brand hallmarks with which we imbue upon the brand
- Ultimately, it all comes together like this… rational/emotional; “ I Get it / I Like it”
- So, once we are done conducting a strategic review of the Masimo brand, its products and their positioning… we got to figure out “where our puck is going to be”… Steve Jobs visionary leadership always had Apple brand development and marketing developing new technology… before the market knew we needed it…That’s a MAJOR strength of Masimo R&D… so lets be sure that that we express it clearly in Masimo marketing communications…
- Re-invigorate the BrandRationale : Ensure all promotional and clinical messages tie back to positioning and are aimed at achieving the brands goals Ensure that the Brand Identity reflects the highly innovative, breakthrough technology at the core of Masimo products Leverage the massive clinical evidence, economic outcomes and case histories in impactful peer-to-peer educational programsParticipation: Internal - Global & Regional Marketing, MARCOM, Medical External – Key Opinion Leader MD’s
- They say a picture is worth a 1000 words… lets take a look at a case study that I did last year for Bausch & Lomb
- Here’s an appropriate quote from Indira Ghandi, a transformation leader of India…on the importance of taking action… lets take a look at the kind of action we might consider to boost sales outside the United States…
- The 3rd step involves creating an initiative to penetrate select, hi-growth potential global marketsRationale : Elevate the importance and utilization of SET and rainbow® based patient monitoring in select, high potential growth markets around the world Enhance Masimo leadership franchise positioning within the non-invasive, continuous patient monitoring space Advance existing global brand platform to further strengthen the Masimo brandBroad participation and alignment:Global & RegionalCross-functionalMarketing , MARCOM, Sales , Medical, R&D, Health Economics
- Thank you for allowing me to share my vision of “3 Steps Towards the Future”… I believe these can help take Masimo to the next level and achieve audacious goals!
- Speaking about an audacious goal… JFK called for a visionary goal of landing a man on the moon and getting him back safely… the technology and teamwork he rallied enabled the US to accomplish this goal within the decade…But with the innovative technology and collaborative teamwork at Masimo, I think we to can achieve similar heights and audacious goals…
- I would very much like to be a part our the Masimo team, and lead the Marketing Communications team to reach such heights…I hope that this presentation demonstrated that I have a clear vision of how Marketing Communications can drive the global branding and communications goals, strategic execute a communicationsprogram and collaborate with the Global & Regional Marketing, Medical and Sales teams to do so.But there is a personal reason I am here today. You remember the BGM to 1Health Story I told you… Over my 18 year career there I became very close friends with the founders even after they retired, particular Ken Gurian. In 2007 Ken Gurian’s wife Gloria underwent a Transcatheter aortic valve replacement (TAVR) - a procedure for select patients with severe symptomatic aortic stenosis. The replacement was successful, but within a few hours of the operation Gloria was dead. Apparently, when retrieving the catheter back down thru the femoral artery the surgeon nicked an artery, and this bleeding went undetected… until it was too late. I believe, had Gloria had the opportunity to be monitored with Masimo SpHb there is a chance that she could have had many more years to live… I’d like to do what I can, professionally, to ensure that will not happen to other people