VisionD aims to create inexpensive hardware and software for early diagnostic screening of diabetic retinopathy to prevent blindness. Their product is a handheld camera and software that allows for screening and is competitively priced, easy to use, and can reach more patients. Their marketing campaign called "Look Ahead with VisionD" will create awareness among doctors and consumers through various channels to educate them on the benefits of early detection and how it can help practices grow. Their social media strategy involves using platforms like YouTube, Facebook, LinkedIn and Twitter to connect with customers, doctors and medical professionals.

1. Group 5's B2B
Slide
Assignment
Zoe Hou, Andrea Kilin, Olivia Knott, and
Julie Robertson

2. Company VisionD
- Mission: create inexpensive hardware & software
easy, early diagnostic of diabetes-related eye disease (retinopathy)
prevent blindness
- Product: handheld camera & software screening for diabetic retinopathy
- Competitve differentiator: lower price
ease of use
wider reach

3. Campaign Strategy for VisionD
(What's the campaign, what are you doing and why will it make a difference?)
Create awareness among doctors and targeted consumer audience:
(education, benefits, call-to-action)
"Look Ahead with VisionD"
Physician directed campaign includes:
● trade shows
● trade pubs
● direct mail/email
● 1-1 sell-in and demos
● introductory offers
Consumer directed:
● earned media via PR
● paid media
● owned media/website
● social media
Thie campaign educates both audiences about the technology, its benefits of early detection and
blindness prevention. And for doctors, how it will help their practice grow by bringing in new patients
and generating revenue.

4. Social Media Strategy VisionD
We will utilize a combination of B2B and B2B2C in order to market our
retinal camera and software. We would like to make our camera a
device patients demand to see at their Optometrist's office.
Youtube for inspirational videos of patients whose vision has been saved by
our technology AND Training videos for doctors and technicians
Facebook and Google+ to connect to customers and doctors
Linkedin and Sermo to connect with doctors and medical device
purchasers such as hospital administrators
A professional blog on Retinopathy - publish news and information
unconnected to the company, but collect use/consumer information
Twitter to keep our followers up to date on all of our news, offerings, and
technology updates

5. Inspiration of VisionD
● Market Saturation --
● Since there wasn’t a group in biotech or medical field, it might be interesting to come up with a company that falls under this
category.
● There are researches being done in this arena, but there aren't any companies offering this specific solution in the market
yet, so the start-up has a good chance of becoming a leader in the field.
● Inspiration --
● Special thanks to Andrea Kilin to this great Diabetic Eye
Disease inspiration.
● Article that has been shared with us … on the right …
● On this forum, they use social medial
already.
● Fact about Diabetes – as of Dec 2011
● Diabetes affects 25.8 million people of all ages, which
is about 8.3 percent of the U.S. population
● Diagnosed → 18.8 Million people
● Undiagnosed → 7.0 Million People