tranforming the customer experience through interactive media
TRANSCRIPT
Transforming the Customer
Experience through Interactive Media
Cita Walsh Keynote Presentation
Digital Marketing for Medical Devices: West
Magnetic not Dynamic
Interactive Marketing Accelerates Relationships and Builds Bridges
YOU
Marketing = Interactive
• All media becoming integrated with more seamless content and brand experiences
• About collaborative relationships, not technology • YouTube, Facebook and Twitter changing families, education,
politics, global movements • Print industry and advertising agencies are adapting their
expertise in new and interesting ways • Transforming market research, sales training, patient education,
measurement of metrics, and accelerating the sales cycle • No soft product launches as market share established quickly • Transitioning from executing campaigns digitally to leveraging
interactivity throughout organization
Perspective
BRAND
INVESTORS
HEALTHCARE PROVIDERS
EMPLOYEES SALES REPS
CONSUMERS PATIENTS
Patient Evolution
CYBERCHONDRIACS
Reassure them and redirect them to HCP. Put unique symptoms first and generalized symptoms last (e.g. fatigue, headache).
WORRIED WELL CONSUMER-DRIVEN HEALTHCARE
Give them online and SmartPhone tools to measure, monitor, and track their own healthcare. Boomers are sandwiched between kids and aging parents. Women are often drivers.
Provide questions and options to discuss with their Healthcare Professionals. Educate and empower them.
Disease State Selling
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• Health related conversations grown 6x since 2010
• Health is #1 search topic • 59% of all Americans have
searched online for health information
• 66% searched for specific treatment info
• 89% visited a web site • 62% consulted a blog or
forum • 44% researched doctors
The Social Patient*
* Manhattan Research & Forrester Research
Health Ownership
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The Digital Doctor*
• 81% of US physicians use smart phones
• 34% use iPad or tablet in office • 74% use for patient interaction and/or
education • 41% of medical research by physicians
done online • 54% of CME credits obtained online • 62% gather drug and device info online • 84% use social networks • 49% interacted with patients through
social networks • 71% interacted with peers through
social networks • 91% of Residents are tech savvy * Manhattan Research & Forrester Research
Blogging Physicians
AMA Physician Portal
Wireless Medicine • Vital signs • Continuous blood
pressure • Oxygen saturation • Handheld Ultrasound • Smart Band-Aids
replace holter monitors • Cardiac rhythm • Fluids • Sleep apnea / EEG • Glucose
• San Diego is hub for smart medicine: Qualcomm, Sotera, CareFusion, West Wireless Institute
• Check out Dr. Eric Topol’s TedMed talk on the future of wireless medicine
• Eric Topol’s new book: The Creative Destruction of Medicine
Get Alignment
Build Framework
Integrated Marketing
Interactive Media
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Corporate Brand Equity
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Push & Pull Content ←
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Guide Their Journey
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Patient KOLs
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iPad Apps
DJO Global sales reps in the field are using a proprietary iPad app to order custom DonJoy Defiance knee braces with a guaranteed 24 hour turnaround from custom measurements and color selection to shipping.
e-Commerce
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Consumerism
• Initiation and adoption of a consumer-direct program is an evolutionary journey
• Results can be achieved early but the entire suite of program options should build over time
• Allow for adjustments based on consumer behavior and market changes and trends
• Investment levels follow planned activities reinforced by actual results
Transformation
• Marshall McLuhan said “the medium is the message”
• I believe “the customer experience is the message”
• Branding, information architecture and digital marketing create magnetic, interactive relationships
• You have the power to transform the customer experience and deliver marketing that ignites sales