In the highly competitive markets like USA medical device companies are looking for Digital Possibilities. Trends have been changed from marketing medical devices direct to patients (DTP Strategies) and not just up to physicians and KOLs.

1. Break through
digital
marketing for
Glucometer

2. Key assignments of the selection
procedure are as follows:
1. 5 must-wins to promote Glucose monitoring devices (example - Accucheck) to
all the diabetologists across India
2. Cost - benefit analysis of all the digital platforms for the same product and
target audience
3. Innovative ways to integrate online and offline campaigns for the same product
and target audience

3. 5 must-wins to promote Glucose
monitoring devices to diabetologists.
1. Interactive sales tools: Interactive sales tools are the tool that we can develop for a
mobile base or mobile sales force that would enable them to better display features and
benefits and differentiate the product against the competition. Previously, that has taken
the form of printed brochures, visual ads etc.
2. Mobile management: it is a category of something where technology is going to
change over time, so pushing documents and interactive content dynamically to mobile
devices and controlling that content is a key area.
3. Immersive interactive: is an emerging area called immersive these are ways,
technologies that enable much more immersive training and learning environment for
clinicians, for sales reps, and again, we see a lot of interesting things coming out from a
technology standpoint in this area to make it even much more virtual and interactive in
that space.
4. Medical education: this is an area, that's never going to go away, that will always be
training reps as medical device marketers, not only internally training but also training
clinicians as well.
5. Technology visualization: traditionally it’s 3D animation but there are other ways as
well now through video, through motion graphics, anything visual, technology that
enables somebody to watch and visualize, technology to visualize anatomy, and that's
technology visualization.

4. Digital Marketing practices;
E-mailers: Precisely designed and written regular e-mailers to the niche target.
Newsletters : Weekly or monthly newsletter should with some industry insights, progress of
the company, product innovation or domain expertise to build a leading brand.
Paid ads promotion: We should be present where ever our target audience are seeking for
our products with smart advertisements on web.
Remarketing: One should not loose the hard earned prospect/visitor from the website
without an interaction or business inquiry, remarketing is the solution.
Develop online communities, forums and knowledge groups of doctors and patients of
similar interest.
Social Media Optimization: Strong presence on professional Social Media platforms like
LINKEDIN, will boost the brand image and awareness with word of mouth publicity.
Conversion through education: Product information and content submission to reply the
queries of professionals.
Influential Marketing and Key Opinion Leaders (KOL) Management .
Content Management with text , audio visuals and info graphics.
Brand awareness among the end consumers / beneficiaries. Direct to patient (DPT)
strategy.
Permission/ pull marketing to develop strong customer base and execute loyalty
programs to develop brand advocates for the product.

5. Cost - benefit analysis of all the digital-
platforms – Diabetologists, India
Platform Daily
Budget
(INR)
Maximum
Range
CPC (INR)
Maximum
Clicks
Rate of
Conversion
(%)
No. of
conversions
PPC 2000 20-25 80-100 2.7-3 3
Platform Weekly
Budget
(INR)
Maximum
Range
CPM/week
Average No.
of
impressions
/week
Rate of
Conversion
(%)
No. of
conversions
/CPM
Display ads 10,000 10K-500K 300K 0.89 6.67
Platform Daily
Budget
(INR)
Click
through
rate (%)
CPC
($)
CPM
($)
Cost per
Like
($)
Page like
rate
($)
Facebook
Paid Ads
2000 0.433 0.36 1.00 1.17 0.050

6. Cost - benefit analysis of all the digital-
platforms – Diabetologists, India
Platform Budget
(INR) for
50K-
100K
Database
Click
throug
h rate
(%)
Email
delivery
(%)
Email
Opened
(%)
Cost per
Email
(INR)
Rate of
conversion
(%)
E-mail
Marketing
5K-50K 0.5-3.0 60-80 2-7 0.05 - 5 2-5
Note: Cost benefit analysis of all major digital platforms are presented in the tables. Detailed
excel sheets are attached to the email.

7. Innovative ways to integrate online and
offline campaigns:
Using an Omni-channel strategy is becoming increasingly important for medical
devices manufacturing companies who must adapt to the changing expectations of
physicians and consumers who want ever-more sophisticated offerings
throughout the purchasing journey.
Innovative Idea to integrate Online campaigns and product promotions with
offline marketing is to offer the "endless aisle“ within the Clinic and hospital
premises . The device, which can digitally demonstrate the complete range of
products with detailed description, user manual, benefits , competitive advantage
and one can also access the promotional offers. This device can digitally empower
the physician and patients can directly place the order for the products .

8. Thank You!
Presented by
Hitesh Pal
MBA. Marketing Management
Cell Phone # +91.9892315659