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Welch Allyn needed to launch a digital campaign for the iExaminer, a medical device adapter for their ophthalmoscopes. Targeting physicians-in-training and practicing physicians, the group conducted extensive research on their product usage, point of purchase, and online media habits. The team developed a feasible and affordable digital campaign, from concept to execution ideas, that Welch Allyn can execute to drive conversion. The plan was presented to Welch Allyn representatives who highly commended the team's focus on growing brand awareness, building customer value and relationships, improving purchase intentions and metrics-driven marketing plan.
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WELCH ALLYN
iEXAMINER
Andrea����������� ������������������ KwiecinskiCarlos����������� ������������������ PérezJosh����������� ������������������ CrafterRaisa����������� ������������������ Ver
Tuesday, 23 April, 13
WHO IS SAYING WHAT?ONLINE CONVERSATIONS
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iEXAMINER
Tuesday, 23 April, 13
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iEXAMINER
Tuesday, 23 April, 13
TARGET MARKETPRIMARY & SECONDARY MARKETS
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iEXAMINER
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MEDICAL STUDENTS
RESIDENTS CONSULTANTS
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iEXAMINER
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iEXAMINER
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YOU’VE PASSED!IT’S TIME FOR A SUB-SPECIALTY/PRIVATE PRACTICE
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iEXAMINER
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THE BIG IDEASTARTING THE CONVERSATION RIGHT
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IT’S BEST TO DIAGNOSE WITH EVIDENCE
+DOCTORS ARE HUMAN TOO
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DIGITAL STRATEGYIT’S ABOUT CHOOSING WHAT NOT TO DO
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iEXAMINER MICROSITEKEEPING IT SIMPLE, STUPID
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iDIAGNOSE MOBILE APP iKING OF THE HOSPITAL
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EMAIL MARKETINGCUSTOMER RELATIONSHIP MANAGEMENT
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EMAIL TIMELINE & CONTENT
Customer Relationship Management Software will be used to generate emails relevant to the customer segments based on hospital, university, and geographic location.
Introduce product
Demo day promotion
iCelebrate/iRelax promotion
Feedback/Review
E-commerce/purchase
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iEXAMINER
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iCELEBRATESHOWING OFF THE PRODUCT & CREATING BUZZ
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iCELEBRATE SPONSORED BY WELCH ALLYN
• iCelebrate events are focused on increasing awareness and building a brand relationship between Welch Allyn and incoming medical students.
• iCelebrate events would take place on select medical school campuses either on the first weekend students move onto campus, or the first weekend after classes begin.
• Much like the iRelax events, this series would be sponsored by Welch Allyn and would include networking events, dinners, product introductions and demonstrations, giveaways, etc.
Tuesday, 23 April, 13
iRELAXSHOWING OFF THE PRODUCT & CREATING BUZZ
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iRELAX SPONSORED BY WELCH ALLYN
• An awareness and brand building relationship event for medical students coming into residency.
• iRelax events are sponsored events hosted by Welch Allyn on the campuses of newly placed residents to engage and familiarize them with the iExaminer, as well as the Welch Allyn brand overall.
• Examples of sponsored affairs would include networking events, dinners, product introductions with giveaways, medical conferences, etc.
Tuesday, 23 April, 13
YOUTUBEiEXAMINER DEMO WHEREVER & WHENEVER
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SEARCHFINDING THE iEXAMINER BEFORE THE FOLD
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iEXAMINER
MED SCHOOL STUDENTS
RESIDENTS CONSULTANTS
• WELCH ALLYN
• DIAGNOSTIC SET
• STETHOSCOPE
• OTOSCOPE
• PHYSICAL DIAGNOSTICS
• CLINICAL DIAGNOSTICS SET
• MATCHING
• MATCHING DAY
• SCRAMBLE
• RESIDENCY APPLICATION
• RESIDENCY APPLICATION CHECK LIST
• RESIDENCY REQUIREMENT
• OPHTHALMOLOGY
• INTERNAL MEDICINE RESIDENCY
• JOURNAL TITLES
• JOURNAL CASES
• MLE TEST/PREPARATION
• MLE REVIEW/RESULTS
• ABIM EXAM REVIEW
• ABIM EXAM TEST PREPARATION
• ABIM EXAM RESULTS
• ABO EXAM REVIEW
• ABO EXAM TEST PREPARATION
• ABO EXAM RESULTS
• OPHTHALMOSCOPE FOR SALE
• OPHTHALMOSCOPE REVIEWS
• OPHTHALMOSCOPE RESULTS
• JOURNAL TITLES
• JOURNAL CASES
SEARCH WORDSSELECTED BASED ON PRIMARY & SECONDARY MARKETS
Tuesday, 23 April, 13
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ONLINE JOURNAL PLACEMENT
• Given that this is a staple material they read both for leisure and work, journals are channels that Welch Allyn can maximize
• Suggested websites include:
• Medscape.com
• Uptodate.com
• Primary research interviews showed these websites helped students and residents perform better in classes and patient interaction.
Tuesday, 23 April, 13
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iEXAMINER
ONLINE JOURNAL PLACEMENT
Tuesday, 23 April, 13
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iEXAMINER
ONLINE JOURNAL PLACEMENT
Tuesday, 23 April, 13
MEASUREMENTHOW WILL YOU KNOW THIS DIGITAL STRATEGY IS WORKING?
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Tuesday, 23 April, 13
METRICS• Downloads of the iExaminer application
• Downloads of the iDiagnose application
• Traffic to the microsite
• Inquires from med students/residents/consultants
• Growth of the email list
• Sales
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iEXAMINER
Tuesday, 23 April, 13
QUESTIONS?THANK YOU FOR YOUR TIME!
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Tuesday, 23 April, 13
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