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OBP Medical IMC Plan_No Video
The document outlines a comprehensive marketing strategy for OBP Medical, a national medical device supplier, focusing on increasing brand awareness and sales through targeted campaigns and research. It includes secondary and primary research findings about market analysis, customer demographics, and effective communication tools. Key recommendations are provided for digital and print advertising, customer relationship management, and corporate social responsibility initiatives.
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OBP Medical IMC Plan_No Video
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- 8. Founded in 2006in Lawrence, MA B2B national business Innovative, self-contained, single-use Simpler, safer, and more cost-effective
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- 14. Secondary Research Marketplace Overview— Industry Analysis 50% 6,000 2.5M 80% of the companies have 50 or fewer employees
- 15. Secondary Research Marketplace Overview— Industry Analysis 2.3% Tax
- 16. Secondary Research Facts AboutMedia Consumption Habits #1
- 17. Secondary Research Facts AboutMedia Consumption Habits #2 75% 27% 68% 37% 11% 53% 45% 29% 3%
- 18. Secondary Research Facts AboutMedia Consumption Habits #3
- 19. Secondary Research Facts AboutMedia Consumption Habits #4 16 hours/week 11 hours/week
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- 21. Secondary Research Competitor Analysis— Communication Tools
- 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. Secondary Research Current CustomerAnalysis 25 75
- 24. Secondary Research Current CustomerAnalysis 45.4% 21.5%
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- 26. 25% 17.5% 12% 10.2% 8.4% 7% 5% WOM & Referral Conferenceand Tradeshow Mailing Campaign Website Secondary Research Current Customer Analysis Lead Source
- 27. Secondary Research Current CustomerAnalysis Company Type 557 Orders 18.5% Hospital 13.5% Healthcare Organizations 12.4% Gastroenterology Organizations
- 28. Secondary Research Current CustomerAnalysis Top Influencers
- 29. Product innovation Cost effective Consumerloyalty Easy purchasing methods Low awareness Inefficient message Inefficient SEO
- 30. Product innovation Cost effective Consumerloyalty Easy purchasing methods Low awareness Inefficient message Inefficient SEO Increased attention on healthcare Physicians are online today Numerous medical device companies Excise tax Pricing
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- 32. Primary Research Focus GroupKey Findings Offline Online Social Media Content Matters • General management and treatment guidelines • Tips provided in topics that interest participants • Medical information
- 33. Primary Research Focus GroupKey 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.”
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- 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
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- 40. Name: James Age: 51 Occupation:Gynecologists Meet James
- 41. Meet Meredith Name: Meredith Age:38 Occupation: ER Nurse
- 42. Meet Joseph Name: Joseph Age:44 Occupation: Purchasing Agent
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- 46. Campaign Goal • B2Bcampaign • Increase brand awareness and sales • Highlight key differentiator • Improve customer relationships • Build better professional networks
- 47. Positioning Statement OBP Medicalis a leading, innovative, national medical device supplier that delivers examination efficiency with their built-in single-use light source. N Positioning Statement
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- 50. 50% lost High rateof visitors
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- 53. Search Engine Optimization 81% 46% Organicsearch 39% Direct search 15% Referral & E-mail
- 54. 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
- 55. Suggested positive keywords GoogleAdwords campaign Positive Keyword Search Volume Laryngoscope 3,600 Medical Device 1,900 Anoscope 1,000 Retractor 800 Specula 720 Vaginal Specula 320 Anoscope
- 56. Remarketing Search related keyword VisitOBP website Return to OBP website Your ads on other sites
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- 60. Expand Networking atTrade Shows OBP Medical 500 Nurse.com 400 2014 ENA Annual Conference
- 61. Increase Brand Awareness VisualConsistency
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- 64. Increase Brand Awareness Facebook& YouTube Channel
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- 69. Print Ad Recommendations Journalof Emergency Nursing Starting in July 2014 Hospital and Health Networks Starting in August 2014
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- 71. Digital Ad Recommendations Journalof Emergency Nursing Starting in August 2014 Hospital and Health Networks Starting in October 2014
- 72. Digital Ad Recommendations AmericanJournal of Medicine Starting in December 2014 Journal of Nursing Management Starting in January 2015
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- 74. YouTube Ad Recommendations FromJuly 2014 to October 2014 100 clicks
- 75. Increase Brand Awareness ProductDemo Video
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- 79. Twitter Medical business organizationsor companies Hospitals, doctor’s offices and medical centers Medical media platforms Nonprofit organizations
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- 81. Email For current customer Free Sample Forpotential customer Set a quantified objective
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- 84. Referral Program Referrer’s 1st FutureOrder 2.5% 2.5%
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- 87. Volunteer at LocalRelay For Life Events
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- 90. Budget Grand Total:$210,378
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- 92. Evaluation Ads • Number ofpeople who see the advertisement • Number of people who recall the advertisement • Positive brand awareness • Number of leads and sales • Number of clicks
- 93. Evaluation Digital • Tool: Googleanalytics &Facebook insight • Rank for search engine • Number of call, clicks, followers, visits • Purchase made
- 94. Evaluation Public Relations • Numberof 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
- 95. Conclusion • Increase brandawareness • Build relationships with relevant medical developers, nonprofit organizations and potential consumers • Maintain long-term relationships with current customers
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