Joe Doyle | Medical Marketing Leadership

Joe DoyleMedical Marketing Leadership

Discussion Overview

Career Highlights

My Perspective on Masimo

My Vision for Masimo

Joe Doyle | Medical Marketing Leadership

Discussion Overview

My Perspective on Masimo

My Vision for Masimo

Career Highlights

Joe Doyle | Medical Marketing Leadership

Joseph Doyle Medical Marketing Leadership

Pharma Sales & Medical Agency

Account Management

Academic BackgroundBA Biology

BS – Pharmacy SUNY Buffalo

Creating, Strengthening &

Launching Innovative

Healthcare Brands

Global & USBrand Planning &

Execution

Medical Agency Operations & Management

Joe Doyle | Medical Marketing Leadership

Joseph Doyle Medical Agency Leadership

BGM 1Health

Joe Doyle | Medical Marketing Leadership

Discussion Overview

Career Highlights

My Vision for Masimo

My Perspective on Masimo

Joe Doyle | Medical Marketing Leadership

Visionary Technology Compelling Clinical & Outcomes Data

SET

rainbow™ SET CO Oximetry

Patient SafetyNET

OEMSolutions

SEDline brain monitoring

rainbow™acoustic monitoring

Joe Doyle | Medical Marketing Leadership

Discussion Overview

Career Highlights

My Perspective on Masimo

My Vision for Masimo

Joe Doyle | Medical Marketing Leadership

The Premise

deserves

Amazing Marketing Communications

Amazing Clinical & Economic Data

Amazing Technologywith

Three Steps Toward the Future

Conduct a strategic review

Re-invigorate the brand

Penetrateinternational markets

3

2

1

Joe Doyle | Medical Marketing Leadership

The longest journey begins with a single

step.

Lao Tsu

The First Step

Conduct a strategic review

1• Define Brand Specific Goals• Align Strategies/Tactics• Strengthen Positioning

Joe Doyle | Medical Marketing Leadership

Strategy

Expansion?

Take share?

Leverage clinical & economic data?

VisionWhere

AreWe?

WhereAre We Going?

“If you don’t know where you’re going . . . You’ll probably end up somewhere else!”

Joe Doyle | Medical Marketing Leadership

Analyze the market &

competition.

Develop deep insights into

your audiences.

Codify key issues as the basis for

strategy.

“Where We Are” with the Brand

Market Target Brand

VisionWhere

AreWe?

WhereAre We Going?

Strategic & Tactical Plan

Key Issue 1

Strategy

Tactics

a b c

Key Issue 2

Strategy

Tactics

a b c

Key Issue 3

Strategy

Tactics

a b c

Key Issue 4

Strategy

Tactics

a b c

A strategic roadmap links issues, strategies and tactics to realize the vision.

Joe Doyle | Medical Marketing Leadership

Driving a Belief ShiftBeliefs Drive Behavior

BehaviorWhat do we want them to do?

Current

BehaviorWhat are they doing?

BeliefsWhat do they believe and why?

BeliefWhat do we need them to believe?

Desired

Belief Shift - Drives Behavior Change

Joe Doyle | Medical Marketing Leadership

Great brands are built on great architecture. . .

Core ValuePositioning Personality

Joe Doyle | Medical Marketing Leadership

. . . which is built on an eternal promise . . .

Core Value

Joe Doyle | Medical Marketing Leadership

. . . that appeals to the mind and the heart.

Core ValuePositioning Personality

Rational Emotional

Joe Doyle | Medical Marketing Leadership

Key messages appeal to the mind . . .

Core ValuePositioning Personality

Rational EmotionalKey Message 1

Key Message 2

Key Message 3

Joe Doyle | Medical Marketing Leadership

. . . and are supported by data.

Core ValuePositioning Personality

Rational Emotional

Data Data Data

Data Data Data

Data Data Data

Key Message 1

Key Message 2

Key Message 3

Joe Doyle | Medical Marketing Leadership

The personality appeals to the heart . . .

Core ValuePositioning Personality

Rational Emotional

Joe Doyle | Medical Marketing Leadership

and is built on the brand hallmarks.

Core ValuePositioning Personality

Rational EmotionalImages

Typeface

Tagline

Voice

Logo

Colors

Joe Doyle | Medical Marketing Leadership

Great brands are built on great architecture.

Core ValuePositioning Personality

Rational Emotional

Data Data Data

Data Data Data

Data Data Data

Key Message 1

Key Message 2

Key Message 3

Images

Typeface

Tagline

Voice

Logo

Colors

Joe Doyle | Medical Marketing Leadership

"There's an old Wayne Gretzky

quote that I love. 'I skate to where the puck is going to be, not where

it has been.‘”

Steve Jobs

The Second Step

Re- invigorate the brand

2• Refine messaging• Refresh the identity to

reflect the core technology• Leverage the evidence

Joe Doyle | Medical Marketing Leadership

27

Branding Case StudyCreativity In Action

B+L Surgical

Joe Doyle | Medical Marketing Leadership

28

29

30

Have a bias toward action.

Let’s see something

happen now!

Indiria Ghandi

Three Steps Toward the Future

Penetrateinternational markets

3• Elevate SET & rainbow™• Fortify leadership position• Develop a global platform

Joe Doyle | Medical Marketing Leadership

Three Steps Toward the Future

Conduct a strategic review

Re-invigorate the brand

Penetrateinternational markets

3

2

1

Joe Doyle | Medical Marketing Leadership

. . . this nation should land a man on the Moon and

return him safely to the Earth.

John F. Kennedy

Joe Doyle

LeadershipStrategy Execution