DTC MARKETING

WITH A PROVEN ROI: Digital Co-Marketing and the Power of the Referral

Dan Stempel, MD Connect 08.12.2014

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A Unique ‘Dual’ Perspective

Medical Devices (15+ years) Digital Marketing (8+ years)

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Strategic Patient Referral

If you own the patient…

…you own the doctor.

MD Connect

DTC CHALLENGES

DTC Costs (…a lot!)

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How can you compete?!?!?

Targeting?

What you want:

Patients with a specific condition

What you get:

Demographics (age, gender, socioeconomic status)

Geographic distribution

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ROI Tracking: Focus on what matters!

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Impressions

Visitors/Clicks, Rankings, Likes, Followers

Over 90% of agencies focus here

Referrals (Patient Leads)

• Online

• Offline (Phone) (often >80%)

• Quality ( appointments & procedures)

Increasin

g Valu

e

Taking the “Direct” Out of DTC

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Clients (Hospitals / MDs)

$

Marketing through healthcare

professionals runs the risk of

having your message lost.

Medical Device

Companies

Patients

DTC Marketing

ensures your story is

told the way you want

to tell it.

‘Indirect’ DTC (Practice Enhancement) Tools

Print Ads

Direct Mail

Radio Ads

Patient Brochures Posters

PR / Press Kits

Find-A-Doctor Locators

A NEW PARADIGM: DIGITAL CO-MARKETING

MD Connect

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Is it right for you?

Prevalent (highly searched) disease/condition >500K searches per month

Patient-swaying technology Will it affect MD choice?

Consultative sale team

High $ per procedure (disposable) $2K+

Funding? Not a requirement

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Patient Preference?

“All Medicine is Local.”

Local & Targeted

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Web Visitors

Geo-Targeted

Technology?

Single MD-Hospital Website

“Directory” Model

Zip Code Search

Select 1 Of Many

National Site List of (multiple) Local Specialists

Client Page (limited info, unbranded)

MD?

* With microsite

3 Key Components

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1. Targeted online media

2. Microsites Visitors Referrals

3. Tracking out to referral Online & Offline (phone)

(Online) Media Targeting

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Linking

Content

Match

Paid

Search

(PPC)

Geo-

Targeting

SEARCH

Search Engine

Optimization

(SEO)

Affiliate

Marketing

Microsites

Language

Targeting

Conversion

Optimization

Extensions

Mobile

Directories

E-mail Video

Display

Blogs

Ratings &

Reviews

Re-Targeting

Focus

for

Results

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Top Media Choices

Paid Search (PPC) Big 3 (Google, Yahoo, MSN/Bing)

Display (retargeting)

Social advertising (Facebook) Interest-based

Contextual advertising

Key themes: CPC-based bidding

Condition targeting

Symptoms

Diagnoses (Dx)

Therapies (Rx)

Resources

• leg pain

• swollen legs

• bulging veins

• varicose veins

• spider veins

• chronic venous ulcer

• vein treatment

• vein removal

• endovenous ablation

• vein center

• vein clinic

• vein specialist

Retu

rn o

n In

vestmen

t (RO

I) Patient Search

Process

$$$$

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In-Media Targeting: Keywords

Benefits of Targeting

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$366

$249 $236

$278

$166 $148

$99

$-

$50

$100

$150

$200

$250

$300

$350

$400

Radio Print TV Online(untargeted)

Online(targeted) -

Month 1

Online(targeted) -

Month 2

Online(targeted &optimized) -

Month 3

Cost per Referral Good Targeting & Optimization Can

Cut Media Costs by 40-60%

Program-specific website(s)

Localized MD/Hospital-focused

Co-branded

Conversion-optimized Specialty-focused, ‘just right’ content

Low cost (free?)

Microsites

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Performance Tracking (Referrals!)

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Phone Auditing

& Lead Scoring

Referrals Not visitors, impressions

Tracked back to media, keywords

Go beyond the referral appointment Phone auditing, lead scoring

Performance Tracking (ROI)

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RESULTS MD Connect

• Profile • ~3 million venous-related searches per month

• Technology (RF & laser) created 45-minute office procedure with 90-95% efficacy

• Office-base reimbursement of $2K - $3K

• MDs newer to marketing (more skeptical)

• Results • COSTLESS program to device company

• Clients receiving 30+ referrals per month

• Referrals convert at ~40% to appointment

• Clients very loyal (>95% renewal rate)

• Nearly 40 clients on program within a year

Case Study #1: Vascular/Venous Device

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Case Study #1: Vascular/Venous Device

$-

$200,000

$400,000

$600,000

$800,000

$1,000,000

$1,200,000

$1,400,000

$1,600,000

$1,800,000

MarketingService

All Product(Pull-Through)

Capital (Laser) Disposable(New

Accounts)

Disposable(ConvertedAccounts)

Disposable(ExistingAccountsSecured)

Device Company Revenue

18 Lasers Sold

Significant Pull-Through $

12 Compet. Conversions

Marketing Investment Value1

Vascular/Vein (150+ clinics and counting…)

>150,000 Referrals Driven

• Profile • Joint replacement technology with significant patient appeal

• Significant competition (Stryker, Zimmer, Depuy/J&J, Biomet…)

• ~1.5 million joint surgery-related searches per month

• High reimbursement ($2K surgeon, $20K hospital/ASC)

• Results (within a year) • >30 clients on program

• >8 million impressions per month (search + Facebook + 100’s websites)

• >1000 verified appointments

• Average client ROI of 721%

• Google best-in-class case study

Case Study #2: Orthopedic Device

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• Co-branded microsites

• Integrated high-end content Video, animations, illustrations, brochures, PR

• >39,000 visitors per month

• >650 referrals per month Validated to convert at 35%

Case Study #2: Orthopedic Device

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Optimization of Spend

$151

$132

$104

$89 $89

$40

$60

$80

$100

$120

$140

$160

$180

$200

August September October November December

Cost Per Referral

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Orthopedic Surgery

Case Study #3: Investment & Return

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$22,000 $27,500

$48,490

$61,780

$68,980

$101,220

$8,100 $8,820 $13,625

$17,450 $20,055 $20,600

$-

$20,000

$40,000

$60,000

$80,000

$100,000

$120,000

Month 2 Month 3 Month 4 Month 5 Month 6 Month 7

300-400% ROI ( 561% in last month)

Investment

Return

(Disposable Revenue) (minimum)