This document discusses 5 technology megatrends - the digital doctor, big data, predictive analytics, internet of things, and augmented/virtual reality - and their impact on medical technology marketing. It provides examples of each trend, such as more doctors using smart devices and the growth of data that will be created. The implications for medtech marketers include developing digital relationships with doctors, more cost-efficient marketing approaches, and improved engagement through digital tools. Specific execution strategies are proposed, like using predictive analytics to target customers and creating augmented/virtual reality training solutions.

1. 5 Technology Megatrends
& Their Impact On MedTech Marketing
March 2015

2. • BA: Vanderbilt University
• Founder: HealthyMe.md
• Founder & Director: Tenex Health
• Board of Directors: SONEX Health
• Advisory Boards: DxTerity Diagnostics / Hallux Pharmaceuticals
• Board of Directors: OCTANe
• Investor in 11 early-stage med-tech companies
CEO & Chief Strategy Officer, DevicePharm
CLAY WILEMON
2

3. MACRO DIGITAL THEMES
3
1. THE DIGITAL DOCTOR
2. BIG DATA
3. PREDICTIVE ANALYTICS
4. INTERNET OF THINGS
5. AUGMENTED & VIRTUAL REALITY

4. 1. THE DIGITAL DOCTOR
3. PREDICTIVE ANALYTICS
4. INTERNET OF THINGS
5. AUGMENTED & VIRTUAL REALITY
2. BIG DATA

5. 5
84% of doctors use a smart device in their clinical practice
Primary uses reported include…
Searching diseases
Watching clinically relevant videos
Cross-referencing professional sites
Ketchum: 2014 Healthcare Providers and Technology Report
• 2 X…time using online resources versus print for
clinical decision-making
• 84%...of doctors perform an average of six
professional searches per day for clinical and
treatment information
• 71%...of doctors start patient research with a search
engine. 94% of those doctors use Google for patient
research

6. 6
84% of doctors use a smart device in their clinical practice
Primary uses reported include…
Searching diseases
Watching clinically relevant videos
Cross-referencing professional sites
Ketchum: 2014 Healthcare Providers and Technology Report
• 3 hours…per week watching video online for
professional purposes
• Types of medical videos include:
- 43% disease or condition information
- 37% health news
- 36% specific drug or treatment options
- 13% video clips to show patients
• 89%...of doctors are likely to recommend a mobile
health app to patients

7. WHAT ARE THE IMPLICATIONS FOR MED TECH MARKETERS?
7
• “Always On” Engagement: Develop trusted 1-to-1 digital
relationship with doctors where value added content can be dripped
• More Cost Efficient Sales: Once digital relationship is
established, non-manpower marketing options increase
• Improved Point Of Call Efficiency: Digital tools enable
personnel to be more agile and efficient at the point of sale
• Millions Of Brand Contact Points: Every digital contact
(consumer / HCP) can be branded by the manufacturer
Ketchum: 2014 Healthcare Providers and Technology Report

8. APPLICATION

9. Complex Device Apps
With Analytics
Integrated HCP / Patient
Engagement Portals
EXECUTION
9

10. 1. THE DIGITAL DOCTOR
2. BIG DATA
3. PREDICTIVE ANALYTICS
4. INTERNET OF THINGS
5. AUGMENTED & VIRTUAL REALITY

11. 11 CSC: 2014 Digital Universe Study
By 2020, the world’s data growth is expected to reach 35 Zettabytes
To put that in perspective…
One-Thousand Megabytes = One Gigabyte
One-Trillion Gigabytes = One Zettabyte

12. • Need To Use Big Data… leverage valuable information patterns
that where previously too large to capture, process, and report
• New Software Makes 3 V’s Actionable…recent
developments make volume, velocity, and variety at an enterprise level
• VOLUME: More data beats better math
• VELOCITY: Real time access and actionability lets marketers respond to
every customer click and interaction
• VARIETY: Makes unstructured data from multiple sources including
social networks, weblogs, video downloads, transactions, applicable
WHAT ARE THE IMPLICATIONS FOR MED TECH MARKETERS?
12 O’Reilly Radar: An Introduction to the Big Data Landscape

13. APPLICATION

14. EXECUTION: “JAMES BOND” REPS
14

15. EXECUTION: CONTINUOUS LOOP INTEGRATED MARKETING
15
Global Website
Global Sales App
Request Rep Contact
Request Service Contact
Download Content
Request Content
Practice Solutions2
Practice Self-Assessment1
Practice Support / Topcon U3
Automated Content
Marketing “Drip”
Campaigns
Automated Content
Marketing “Drip”
Campaigns

16. EXECUTION: CONTINUOUS LOOP INTEGRATED MARKETING
16
Global Sales App
Automated Content
Marketing “Drip”
Campaigns
Send E-Brochure / Video
Request Service Contact
Send Topcon U Link
Register For Course
Schedule Demo
Request Rep Contact
Request Quote / PO
Global Website
50,000 Topcon Customer
Communication Channel
Push Customer-
Specific Education,
Information, Updates,
& Offers
Send E-Brochure / Video
Request Service Contact
Send Topcon U Link
Register For Course
Schedule Demo
Send Assessment Report
Request Quote / PO
Automated Content
Marketing “Drip”
Campaigns

17. 1. THE DIGITAL DOCTOR
2. BIG DATA
3. PREDICTIVE ANALYTICS
4. INTERNET OF THINGS
5. AUGMENTED & VIRTUAL REALITY

18. 18 Gartner: Business Intelligence & Analytics Magic Quadrant; February, 2014
By 2019, the market for predictive analytics will surpass $6.5 billion
Two of the top four business use growth categories include:
- Sales & Marketing
- Customers & Channels

19. • More Informed Outcomes…Leverage big data with sophisticated
algorithms / take bias out of the equation
• Automated Confidence…to separate important information from
noise, understand likelihood of future actions
• Define future actions with credible confidence levels
• Actionable Models…predictive modeling drives performance
• Align purchasing behaviors with demographics
• Specificity in messaging to buyers
• Mitigating risk
• Improve ROI
WHAT ARE THE IMPLICATIONS FOR MED TECH MARKETERS?
19

20. APPLICATION

21. 21
EXECUTION: PREDICTING BUYING BEHAVIORS
Country
Second Most Important
In Building Trust
Most Important Piece Of
Capital Equipment
Looking To
Purchase/Upgrade In
Next 2 Years
Probability Of Surgical
Microscope Being Next
Purchase Of
Capital Equipment
India
Introduce
meaningful/innovative
new products
Did not answer OCT 32%
India
Provide a
reliable product
Did not answer OCT 30%
China
Introduce
meaningful/innovative
new products
Did not answer OCT 28%
India
Have service reps who
fix the equipment on
time, on budget, and
to specification
Did not answer OCT 27%
China
Provide a
reliable product
Did not answer OCT 26%

22. 22
EXECUTION: WHO IS BUYING AT THIS PRICE POINT?
Survey Question Variable Answer To Question Support Probability Of Success +/- Accuracy
What is your primary reason
to lose weight?
Q4 Improve Health 182 28.5714% 3.3442%
Q4 Look Better 70 40.0000% 5.8329%
Q4 Be Able To Exercise 16 56.2500% 12.2355%
Q4 Feel Better About Self 33 6.0606% 4.2353%
Which type of doctor would
you most likely want to see
for this procedure?
Q11 Bariatric Surgeon 145 52.4138% 4.1406%
Q11 Gastroenterologist 50 14.0000% 4.9061%
Q11 Plastic Surgeon 13 23.0769% 11.5128%
Q11 Medical Weight Loss 22 18.1818% 8.1774%
Q11 Don't Care 45 2.2222% 2.3281%
Q11 Don't Know 26 0.0000% 1.4630%
How would you most likely
pay for the procedure?
Q15 Cash 119 49.5798% 4.5737%
Q15 Get A Loan 35 5.7143% 4.0044%
Q15 Credit Card 65 35.3846% 5.9067%
Q15 Combination 82 8.5366% 3.0977%
Into which category does
your BMI fall?
Q18 BMI 30-30.9 49 2.0408% 2.1422%
Q18 BMI 31-31.9 19 0.0000% 1.9861%
Q18 BMI 32-32.9 16 6.2500% 6.2716%
Q18 BMI 33-33.9 43 6.9767% 3.9302%
Q18 BMI 34-34.9 25 28.0000% 8.8957%
Q18 BMI 35-35.9 69 50.7246% 5.9972%
Q18 BMI 36-36.9 30 60.0000% 8.8882%
Q18 BMI 37-37.9 35 62.8571% 8.1298%
Q18 BMI 38-38.9 12 33.3333% 13.3209%

23. 23
EXECUTION: WHO IS ACTING IMMEDIATELY?
Survey Question Variable Answer to Question Support Probability of Success
+/-
Accuracy
How interested are you in learning
more about
getting this procedure for yourself?
Q10 Not At All Interested 23 0.0000% 2.0706%
Q10 Not Very Interested 25 0.0000% 1.9090%
Q10 Somewhat Interested 42 0.0000% 1.1475%
Q10 Interested 44 11.3636% 4.8314%
Q10 Very Interested 167 83.2335% 2.8937%
Which type of doctor would you
most likely want to see for this
procedure?
Q11 Bariatric Surgeon 145 68.9655% 3.8378%
Q11 Gastroenterologist 50 30.0000% 6.4594%
Q11 Plastic Surgeon 13 76.9231% 11.6492%
Q11 Medical Weight Loss Physician 22 45.4545% 10.4983%
Q11 Don't Care As Long As Experienced W/ Procedure 45 15.5556% 5.4226%
Q11 Don't Know 26 7.6923% 5.4029%
If you had the procedure, where
would you prefer to have your
follow-up visits?
Q12 Go To Doctor's Office 147 50.3401% 4.1168%
Q12 Speak W/ HCP On Phone 97 62.8866% 4.8947%
Q12 Doesn't Make A Difference 57 15.7895% 4.8430%
How likely would you be to strongly
consider the procedure at a price of
$9,000 – $9,999?
Q14_f Not At All Likely To Strongly Consider 152 7.8947% 2.2001%
Q14_f Not Very Likely To Strongly Consider 12 25.0000% 12.3931%
Q14_f
Somewhat Likely To
Strongly Consider
46 91.3043% 4.2308%
Q14_f Very Likely To Strongly Consider 91 95.6044% 2.2028%
Into which category does your
BMI fall?
Q18 BMI 30-30.9 49 14.2857% 5.0223%
Q18 BMI 31-31.9 19 10.5263% 7.2198%
Q18 BMI 32-32.9 16 25.0000% 10.7566%
Q18 BMI 33-33.9 43 20.9302% 6.2013%
Q18 BMI 34-34.9 25 40.0000% 9.7076%
Q18 BMI 35-35.9 69 72.4638% 5.3689%
Q18 BMI 36-36.9 30 86.6667% 6.2773%
Q18 BMI 37-37.9 35 80.0000% 6.7698%
Q18 BMI 38-38.9 12 66.6667% 13.4067%
Into which of the following
categories does your total pretax
annual household income fall?
Q19 $50,000-$59,999 29 6.8966% 4.8762%
Q19 $60,000-$84,999 77 10.3896% 3.5013%
Q19 $85,000-$199,999 67 44.7761% 6.0528%
Q19 $120,000 Or More 128 81.2500% 3.4523%

24. 1. THE DIGITAL DOCTOR
2. BIG DATA
3. PREDICTIVE ANALYTICS
4. INTERNET OF THINGS
5. AUGMENTED & VIRTUAL REALITY

25. 25 BI Intelligence Estimates
According to Business Insider, the ‘Internet of Things’ alone will
surpass the PC, phone and tablet markets combined by 2017.
Total number of device types connected in the internet will jump from
2MM to 9MM in two years.

26. • Interconnected Day-To-Day…most communication will be
multichannel through things that are connected to the internet
• Medical Devices Are Getting Smarter…Interactivity with smart
phones, universal analysis devices, etc. will become the standard
WHAT ARE THE IMPLICATIONS FOR MED TECH MARKETERS?
26
• Emergency response
• Remote monitoring
• Manpower reduction
• Prevent adverse events
• Data access
Challenges Benefits
• Privacy
• Security
• Dosing
• Provider accountability
SANS Institute “Internet of Things” Security Study, 2014

27. APPLICATION
27

28. Saving Lives, Hours, & Reducing A $100 M Healthcare Cost
EXECUTION: ICD EMERGENCY CARE
28

29. 5. AUGMENTED & VIRTUAL REALITY
1. THE DIGITAL DOCTOR
2. BIG DATA
3. PREDICTIVE ANALYTICS
4. INTERNET OF THINGS

30. 30 eMarketer: 2013 Mobility Report
Augmented and virtual reality market will exceed $1 Billion by 2018
Demand created by healthcare is expected to fuel that growth
Big players include manufacturers OculusVR, EonReality, Qualcomm

31. • Make Sales & Training More Effective…enable more
meaningful activities at an efficient point of contact
• Reduce training costs by enabling remote access
• Provide more HCP training in a lower cost environment
• Reduce manpower associated with patient education of complex devices
• Improve Clinical Outcomes…increase the number of “touches” and
surgical scenarios
• Enable doctors to become more efficient before the first case
• Provide “refresher” opportunities between cases
• Get “real world” exposure to complications before they happen
• Provide training at the most critical moment – before a case
• Train more people
WHAT ARE THE IMPLICATIONS FOR MED TECH MARKETERS?
31

32. APPLICATION / EXECUTION
32
Train…
• Locally
• Broadly
• Cost-effectively
• When retention is high

33. Thank You