Tranforming the Customer Experience through Interactive Media

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