The document discusses how mobile apps are being used in five areas of healthcare: monitoring, diagnosis, education, treatment, and sales/marketing. It provides examples of innovative apps from companies like WellDoc, Mobile MIM, Boston Scientific, and AirStrip Cardiology that are improving patient care and physician efficiency. Medical apps are becoming fundamental healthcare tools, and the document asks readers to share their experiences developing mobile health apps.

1. Smarter Web Strategy
WebResults.ie, F6 Nutgrove Office Park, Rathfarnham info@webresults.ie (01) 2071872

2. Approach to Smarter Web Strategy?
Step 1: Set clear objectives
Step 2: Understand your marketplace
Step 3: Analyse your existing web presence
Step 4: Put action plan in place to build your profile on the web
Step 5: Measure/Monitor to establish how you are performing

3. Step 1: Set Clear Objectives
What are your objectives ?
How will the web help you achieve these business
objectives?

4. Objectives
• What are you career goals
– Where do you want to be in 3-5 years?
– What do you need to do to get there?
• Skillset
• Experience
• Connections

5. What are your objectives?
Identify the type of position you would like
Identify the area you wish to work in
Identify the type of business you would like to work in/for

6. What Geographical areas you are focusing on?
Local, regional, national, international

7. Step 2 Understand your market
Market research
• Get to know your Target market:
- Who are the players ?
- What are they doing on the web?
• Assess your market potential
• Competitor research – who are you competing against
(skills, experience)

8. What is your market potential?
Carry out searches around areas you are interested in to
identify opportunities and identify key players

9. What is your market potential?

10. What is your market potential?
What suitable positions are available now?
Who is recruiting?
http://medicaldevice.ie/

11. • Conduct a people search rather than a job
search

12. Prospective Employers
• Identify the skills they are looking for
• Identify the experience they are looking for
• Identify the type of personality they are looking
for
• Identify the goals of the business in question
and how the role ties in with your goals

13. Prospective Employers
– Who are the people who work there in the areas you
are interested in
– Who is involved with recruitment within that business

14. Blogs
• Subscribe to blogs relevant to the area of
interest
• Also blogs that have job listings where
recruiters/prospective employers will be active

15. Competition
• Track skills

16. Monitor relevant conversations

17. Hootsuite

18. Step 3: Analyse your existing web presence /profile

19. Step 4 - Put an action plan in place
-With clear objectives from the web
- having identified any weaknesses in your existing presence
- Now knowing your areas of interests/target companies &
their behaviour
- With your competition in mind
-Devise your strategy and set out actions

20. Building profile
LinkedIn
Blogging
YouTube
Twitter
Facebook

21. LinkedIn
• Complete your profile
• Use keywords related to area you are interested in
Identify related terms used in job specs
• Build up recommendations

22. LinkedIn
• Link to other social networks

23. LinkedIn
• Get active
– Identify key targets & build up your connections with them
Use your contacts to get connected

24. LinkedIn
Follow news areas
Track skills in related areas – get ideas for your profile
Signal - most relevant insights from status updates & news – and
who posted them

25. LinkedIn
Join relevant groups
Listen in to hear about topical areas
Strike up conversations about topics that are relevant to the area
you are interested in, in the field that you want to work in

26. You Tube:
• Construct a video resume on youtube. Keep it
short, describe the value you will bring and why
you’re the best person for the job
• Or construct a video on a subject matter
relevant to the area you want to get into

27. Searches on Google carried out by players
Direct them to your blog/website etc
SEO / PPC

28. 58 % of marketers with 3+ years of experience are using Google+
67% of respondents say they plan to increase Google+ usage
Source: marketingland.com. Social media examiners survey of marketers &
business owners Jan 2012 – based on replies from 3,800 marketers across the
world

29. Create a profile
Connect using circles
add those people who are already employed in your target companies
Hangouts - create job search clubs
Engage - Ask questions related to the kind of job you are looking for
Link to your other profiles

30. Other
• Proactively improve your knowledge
– Comment on trends within that area
– Build reputation
– Learning more about specifics of the area
• Attend webinars in the area and talk about them

33. 5. Monitor & Measure
• LinkedIn statistics
• Blog stats / analytics
• Klout.com
• Hootsuite

34. Web Analytics
•What works?
•What doesn’t?

37. • Behaviour within the pharma sector
http://www.youtube.com/watch?v=EzGS6faLgv
U&feature=player_embedded

38. Source: http://www.slideshare.net/IQLab/2012-digital-trends-for-healthcare-marketing-10174164

39. • 30,000 drug and medical-device reps were laid off in
the U.S. during the last five years
• 50% of physicians use YouTube for obtaining
information on medical products.
• 90% use web searches for information
• Source: US Market

40. Case study
Source: http://www.slideshare.net/IQLab/2012-digital-trends-for-healthcare-marketing-10174164

49. Patients like me
Epilepsy community developed by biopharmaceutical company UCB
On the ground research with a cross section of patients.
Use what they learn to improve drug safety & lead to advances in care

50. MerckEngage
Initially targeting patients who are on medication
Designed for patients & physicians to help them achieve improved
health outcomes using web & social tools
Create a personal plan including daily activities, meals & fitness
Guidance from physicians to patients on specific Merck medications

51. CML Earth by Novartis
Connect people who have been diagnosed with Chronic Myelogenous
Leukemia
Healthcare professionals also invited to participate

55. Web Marketing Strategy
Step 1: Set clear objectives
Step 2: Understand your marketplace
Step 3: Analyse your existing web presence/profile
Step 4: Put action plan in place to get on front of right people in right
companies
Step 5: Measure/Monitor to establish how you are performing

56. • Regular
• Focused
• Interesting
• Fun

57. Finally
• 3 things you can take away from the session?

58. Questions
Thank you for your time.
www.webresults.ie Unit 6F, Nutgrove Office Park, Rathfarnham, Dublin 14 Contact: geoff@webresults.ie (01) 207 1872

59. Web Strategy
http://archive.psfk.com/2010/05/how-to-use-google-to-get-a-job.html

60. Web Strategy
• Healthcare mobile applications are largely organized into five key areas. Let’s take a brief look at some companies bringing innovative mobile
products to the market:
• 1. Monitoring
WellDoc’s Diabetes Manager is a mobile app for diabetes and health management system monitoring that received FDA 510(k) clearance in 2010.
Patients can use their mobile phone or iPad to enter blood glucose data, carbohydrates ingested, and medications; physicians access that data,
analyze it and provide real-time feedback if needed to adjust care. A recent study found that patients who used this app to help manage their
diabetes had better outcomes than those using traditional methods.
• 2. Diagnosis
Mobile MIM is an FDA-approved app also noted as one of the best for the iOS platform. Mobile MIM is a diagnostic imaging app that physicians
and imaging professionals can use away from their workstations to review X-rays, ultrasounds, PETs, CTs, and MRIs. It has tools for viewing and
managing images, as well as local and cloud storage capabilities. It enables medical professionals in remote locations to consult with peers on
challenging cases.
• 3. Education
Boston Scientific launched the CardioTeach iPad app late last year for physicians. It is used in patient consults to discuss cardiovascular disease.
The app covers a variety of conditions, such as atrial and ventricular arrhythmias, coronary artery disease and heart rhythm disorders. High-
quality graphics and user-friendly content help healthcare providers more effectively explain heart disease conditions to patients and their
families. It includes anatomical illustrations, the ability to overlay pacemakers onto those illustrations and to email complete graphics and
information to patients, caregivers or other healthcare professionals.
• 4. Treatment
AirStrip Cardiology’s mobile app combines wireless mobile transmission of ECGs, digital visual enhancement and touch screen capabilities as well
as automatic access to historical data, enabling more informed and timely treatment decisions by cardiologists. It is both FDA-approved and
HIPAA-compliant. Doctors can view an ECG anywhere, anytime and so provide remote patient care.
• 5. Sales/Marketing
Mobile apps in pharma and device industries aren’t just for physicians and patients. Some well-designed apps for sales reps and marketers help
them maximize their efficiency in the field. These apps can increase selling time, provide more consistent presentations across a salesforce, and
enhance information exchange with customers. Medtronic has enthusiastically embraced the use of iPads for its employees. ItsMedtronic App
Store is a secure website that company employees can access for a variety of business and medical education mobile applications.
• Medical apps are here to stay and sure to become fundamental healthcare tools. What experiences and challenges have you faced developing
mobile apps for your healthcare, pharma or medical device applications? Leave your comments below