Upload
clay-braziller
View
349
Download
0
Tags:
Embed Size (px)
Citation preview
Creating Digital Community in Healthcare
Case Study KMI: Stroke Recovery and Rehab
October 2011
Introduc)on CBA
The KMI project
The approach
The outcome
We work with our customers on ! Envisioning new businesses and the products, services, marke)ng and route to market. ! Understanding how to apply technologies internally to help build strong, sustainable,
organiza)ons with collabora)ve and innova)ve cultures. ! Engaging communi)es, organiza)ons and people in dialogues that provide insights into
their needs and move past fears.
We provide ! Business development: sales, partner development, technology evangelism ! Product development: market assessment, Industrial Design, market entry strategy ! Communica)ons: branding, PR and digital marke)ng
Based in Phoenix, develops stroke rehabilita)on technology that combines
" Robo)cs, " Neuroplas)city " Gaming " In home with web based clinical support
Small company tackling a big issue
" About 795,000 Americans each year suffer a new or recurrent stroke-‐ on average, a stroke occurs every 40 seconds.
" kills more than 137,000 people a year. On average, every 4 minutes someone dies of stroke.
" Americans will pay about $73.7 billion in 2010 for stroke-‐related medical costs and disability.
Widespread adop)on of the device at home
! Doctor recommends purchase and insurance pays ! Pa)ent finds informa)on and purchases
Adop)on of the device by clinics
! Individual clinic owner to learn about product ! Corporate clinics: Convince clinic managers to
purchase
Investment
! Keep investors following KMI
Pa)ents ! Generally older, mo)vated to learn how they can recover
quicker
Physicians ! Over worked, no )me for internet and or research
Clinics ! Independents and chains (Healthsouth) ! Chains: the OT/PT are not allowed to use the web or get
email at work ! Each clinic s)ll makes its own buying decision Investors ! Don’t follow clinical journals, overwhelmed by
informa)on
Research how your community learns Don’t force a communica)on method on anyone Create a schedule of communica)on events
! Releases ! Product updates ! Announcements
Take a team approach to managing non scheduled communica)ons
Look for paberns that can be turned into a community Be simple and honest
! FDA does not appreciate false claims ! Videos are beber if scripted but not forced
! Clinicians
" Ar)cle in a print industry journal for clinicians
" Printed corporate memo " Meet KMI at a regional
tradeshow
! Investors " Press release on an investor
blog " Ar)cle in a printed journal
! Pa)ent /physician " Search on the web " Ar)cle in an industry journal
" Facebook: simple, from non commercial, passion
" LinkedIn: all business, see who is involved
" Website: funnel pa)ent, clinician, investor
" You Tube: training for clinician, case study for pa)ent
Salesforce.com ! leads from web site ! Categorized by community, lead type, region ! Allows spofng of paberns
Wordpress ! manage blog and inbound interest ! Publishes to facebook, LinkedIn, twiber automa)cally
MarketWire ! Press release distribu)on ! Paid extra for SEO ! Paid extra for industry ver)cals: Finance, Healthcare, Medical Devices
GPR ! Good old fashioned public rela)ons ! Editorial calendars, researching editors and their favorite subjects
SEO and Google Adwords ! From research knew how people search ! Ads were inexpensive
Website: Interest grows monthly,
LinkedIn: Followers have doubled
Facebook: Slow growth
Sales: growing
What was learned ! Regulated products don’t sell themselves they need a human to
explain them ! Communi)es take a great deal of energy, )me and money to create
in the medical space ! The corporate firewall can kill many good strategies ! Print journals s)ll carry weight and can not be ignored in technical
fields
Clay Braziller and Associates ! 604 961 6360 ! [email protected]