Direct to Consumer National Conference Medical Device Lead ... · • Medtronic will create the...

1 | MDT Confidential

Direct to Consumer National Conference

Medical Device Lead Generation

Diabetes Case Study

David J. MazzottaGlobal Consumer Marketing and Strategy

April 7, 2010


Agenda

• Introductions

• Patient Trends– Shifting Paradigms

• CRM – The Big Picture– The ideal state of patient/HCP contact using all tactics

• Social Media

• Lead Generation Tactics– Quarterly Campaigns (Direct, Email, Phone)

– Adwords

– Online Properties (Dlife, Diabetes Health, Healthy Outcomes Medscape)

– Ambassador Program

– Lenny Viral Campaign

– iPhone Application

– Juvenation.org Sponsorship

– Local Patient Programs

• Webinar Cultivation of Leads

• Direct to patient results

• New Online Strategy


Patient Trends and Emerging (Social) Media


Patient Heathcare Information Trend


Definition of CRM – Customer Relationship

Marketing


eRM Framework and Sales Cycle

Interest

Re

lati

on

sh

ip C

ha

nn

el

Inte

rac

tio

n

Aware

Evaluation

Adopt

Evangelist

Retention

Cycle Time

AWARENESS

ENGAGEMENT

PERSONALIZE

TRANSACT

RETAIN

{Traditional Media

Patient Programs

Sales Force Literature

Paid Search

Websites

Outbound Call Center

Print Brochures

{

{{

{

Emerging Media

Web-Ex

Viral applications

Blogs / Podcast

iPhone App

Landing Pages

Mobile Prospecting

Direct Response

Offers

Segmentation Strategy

True RM

Purchase History

Two way data flow

Frequent Contact

Ambassador Program

Consumable ITZ

Newsletter Opt-in

Typical HCP Curve

Typical Patient Curve

Defection

$$$

$$

$ Pa

tie

nt

Ph

as

e


Identify

AttractEngage

Retain

Patient or

HCP

Iterative

campaignsCultivate

Leads

Segment

Leads

Channel -

Vehicle -

Message

Contact

Strategy

Capture

Data

Measure

Success

• Traditional media

• Emerging media

• Direct marketing

• Sales leads

• Score Leads

• Qualify Leads

• Determine value of contact

• Apply learning from behavioral analysis

• Optimize campaigns based on results

• Begin cross-sell/up-sell campaigns

• Integrated connection points

• Customer action plan

• Execute contact strategy

• Post-click marketing

engagement & Relationship Marketing (eRM)

Execute

• Determine channel for contact

• Identify message, offer, testing

strategy

• Capture campaign data elements

• Capture opt-in data fields

• Measure & analyze campaign metrics

• Determine winning elements


Social Media

• The Facts

• Engagement Marketing

• Listening to Social Media

• Join the Conversation

• Measuring Success

9


Is Social Media a Fad?

http://www.youtube.com/watch?v=0No62qjfXYw


The World is Becoming More Social

% joined a social network

80%+

70%-80%

55%-70%

Less than 55%

16-54 Active Internet Universe Estimates

Poland4.1m

Latvia0.4m

Japan8.4m

Italy4.4m

Germany10.8m

France9.9m

China112m

Denmark1.7m

Belgium2m

India9.6m

Netherlands3.6m

MEXICO3.1m

South Africa1.4m

Malaysia9.3m

Ecuador1.9m

Singapore1.7m

Norway1.5m

Turkey4.0m

Philippines3.8m

Hungary1.6m

Russia8.3m

Columbia3.5m

Peru5..3m

Austria0.8m

USA57m

Spain5m

Canada9.5m

UK12.1m

Australia5.3m

Hong Kong2m

Portugal2m

Brazil15.6m

Romania2.5m

Lithuania0.5m

Sweden2.6m

Finland1.2

South Korea11.8m

Source: UM “Power To The People” Social Media Tracker – Wave 4

* UAE and Indonesia universes not yet estimated


Social media has become an information

resource for consumers

Alexa Global Traffic Rankings

Rank Website

2005

1

2

3

4

5

6

7

8

9

10

yahoo.com

msn.com

google.com

ebay.com

amazon.com

microsoft.com

myspace.com

google.co.uk

aol.com

go.com

Rank Website

2009

1

2

3

4

5

6

7

8

9

10

google.com

yahoo.com

Facebook.com

YouTube.com

Live.com

Wikipedia.org

Blogger.com

MSN.com

Baidu.com

MySpace.com


• Ratings, Reviews

• Tagging

• Posting

• Subscription / RSS

People are sharing their lives

13

http://www.youtube.com/watch?v=2ZQX-4cn1_w


Source: comScore, June 2008

The Young And The Old Are Participating

And it's not just young

doctors getting involved;

the average age of Sermo

members is 49!

Facebook has 2.3 million

active users between ages

45 and 59.

14

14

Ivy Bean, age 104, has

27,000 Twitter followers

and tweets from the care

home where she lives in

Bradford, England.


Visits to Major Health Sites Are Rising

Visits climbed 21% during the

past year. Because of…• Social groups

• Blogs

• Info sharing

• Photo sharing

• Live forums

15


All Things Social – Social Health, Health 2.0

Leverage "expertise" of the masses.

•Health blogs

•Comparison Shopping for Healthcare

•Health mashups

•Health reviews

•Social News

Colleagues and friends help others navigate

through the onslaught of online health

information, providing additional credibility. 16

http://www.drugratingz.com/index2.jsp

http://healthranker.com/

http://whoissick.org/sickness/


Healthcare Meets Social Media

In 2007, 40% of online adults

connected UGC (up from 34% in

2006) about health and wellness

issues.

This is over 50% of the total

online health audience.

Source: JupiterResearch

17

Pew Foundation study found that

39% of patients (and growing)

already use online support groups to

discuss medications.


Peers Are Trusted For

Prescription Drug Decisions

How much does each source influence

your decision to take a prescription drug? What are you using social media for?

18


Physicians are Quickly Adopting Social Media

76% of online physicians used one form of social media or another to create,

consume, or share medical content, even though fewer than one-half of them do

so on a monthly basis.

Question:

Which of the following online activities have you

done in a work context during the past 12 months?

Source: Jupiter Research:19


Pharma is there

Corporate blogs

YouTube channels Facebook pages

Branded and sponsored communities

Twitter accounts

20

http://www.youtube.com/gskvision

http://twitter.com/JNJcomm

http://twitter.com/AstraZenecaUS

http://twitter.com/Boehringer

http://www.facebook.com/ADHDMoms

http://www.advancedbreastcancercommunity.org/

http://www.advancedbreastcancercommunity.org/


Yes, you can!

Open and Transparent Worldwww.MyBarackObama.com

“It’s about building relationships ...

The more solid the relationships

are among our supporters, the

more impact they’ll have as

advocates in their own

community.”

– Joe Rospars,

New Media Director

for the Obama campaign

21


US Legal Considerations

• FDA wants to Control Web 2.0 - Really?

– Create

– Compensate

– Collaborate

• Every one is watching what comes of the November

2009 hearings

– Transparency of influence with UGC

– A holistic approach were customers can identify (authors) and

report violations

– Increased trust and better patient information


Lead Generation Tactics

Diabetes Therapies


Direct to Consumer Business Objectives and

Communication Strategies• Acquisition Objective:

– Drive patients in need to Medtronic focusing on

awareness, interest and evaluation of diabetes

management therapies

• Communication Strategies:

► Direct online, offline and social interactive media

campaigns where MDI target audiences exist

► Utilize existing ADA, JDRF and CWD partnerships

with local patient programs and sponsorships

► Thread appropriate prospect content and

functionality on Website overhaul


Tactic 1 – Quarterly Direct, Email, Phone

• Utilize iCom’s compiled list of households indicating

diabetic patients to reach prospects

Type I Diabetics, $50K+ households selected

Isolate population with Email addresses

Test response with direct

Append phone numbers where possible for DTCo follow-up

• Giveaway - Promote Real Time System as a way for

prospect to discover REAL diabetes control

• DTC Campaign Phone Numbers

888 phone number for patients to use to inquire about

insurance coverage


The Direct Mail Piece


Enter to Win


Register Online (www.realdiabetescontrol.com/getreal)


Register by BRC


BRC information captured electronically


Email - One week after mail drop


Tactic 2 - Adword Search; Google, Yahoo, Bing

Estimated Reach = 2,500,000

Estimated Leads = 2,500

Estimated PPT = 100


Core Tactics

Organize 3 Ad Campaigns*:

1. Product – focus on Paradigm Revel Pump/ Brand

awareness.

2. Webinar – focus on diabetes management/ awareness.

3. Crossover – combination of product and diabetes

management that overlap.

ProductParadigm Revel

WebinarDiabetes

Management

Crossover

Product /

Diabetes Mgmt

* Refer to keyword campaign handouts


Keyword – best insulin pump


Webinar Landing Page


Tactic 3 - Dlife and Healthy Outcomes Banner Ads (Flash)


Dlife and Health Outcomes Banner Ads (Flash)


Tactic 4 - WebMD Targeting the HCP


WebMD - Medscape

Drives to Landing Page


WebMD - Medscape


• Target install base

• Offer incentive program

• Onboard 25 ambassadors

per quarter

• Profile/personal story

• Pictures

• Online ambassador

resources

• Retention

• Ask an Ambassador

• Social Media

• Viral Marketing

• Advertising

• Impressions

• Enrollment

• Leads/Inquiries

• Conversations

RECRUIT ONBOARD PROMOTE MEASURE NPNP

NPNS

Tactic 5 - Change Another Life Program


VIPHigh Profile

Professional

Spokesperson

Particular appeal that

can help promote

Medtronic awareness

Ambassador GoldSpecific talent in a profiled event with

sponsorship opportunities

AmbassadorsWith MDT > 4 years unless pediatric

Active consumables

GOAL = 25 new per quarter

• Key message training

• Quarterly Newsletter

• Sensors/Transmitter

• Charity Donation

• Qualifies for $250 Donation

• Key messaging / media

training

• Key messaging

• Media training

• Product

• Negotiated contract case

by case

• Webinar Q&A

• Local Events

• Video Profile

• Ask an Ambassador

• Blog activity

• Public relations related

to event

• Ambassador Activities

• Public Relations

• Events

• Extensive Public Relations

ACTIVITIESINCENTIVES

Ambassador Levels of Engagement


Change Another Life Website Presence

Provide an opportunity for

patients in need to connect

with Ambassadors in a peer

to peer social environment

• Inform about options based

on real experience

• Educate on diabetes

management

• Support and encourage

lifestyle patient seeks


Tactic 6 - Lenny Viral Marketing Campaign

Objective: Video Contest to Introduce Lenny to the Pediatric Community

Dates: January 27th- March 29th, 2010

Contest: Using Lenny props, submit a 2-3 minute video portraying Lenny teaching kids

about managing diabetes and insulin pump therapy

Comm: Email blast to install base, Banner ad on Juvenation.org, Posters to field to put in

Peds Accounts, Loop Communication, Pass-along cards to Northridge employees

Metrics

In 24 hours: 4294 views (3450 unique)

In 1 week: 10,987 views (7,010 unique)

www.medtronicdiabetes.com/lenny-contest

LIVE!


Tactic 7: Lenny Carb Counting iPhone App.

Objective: Teach children carb-counting with Lenny using “cool

technology” appealing to kids: iPhone Application

Audience: American elementary & middle school kids

Product: Section 1: Build Your Knowledge (flashcards)

Section 2: Test Your Knowledge (4 Games)

Price: $0 (to make accessible to all Peds patients)

Place: Available via App Store

Promotion:

- Lenny Commercial via YouTube

- Word of Mouth to HCPs/ Patients by Field Employees

- Juvenation.org banner ad

- Video Contest Announcements and Recognition Event for

Contest Winner

- Lenny website (under construction)

- Promotion during camps and conferences

Launch:

Apr 2


Tactic 8 - New Year Quarterly Campaign – GR Refresh

• Leverage the look and feel of the Missing Link End of

Year Campaign

• Messaging

– Encourage Type 1 Diabetics who are treating with insulin to

consider insulin pump therapy while also speaking to the virtues

of CGM.

• Calls to action

– Call to speak to a Diabetes Consultant (Expert)

– Register to win a Free CGM “CARE PACKAGE” (Online, BRC)

– Register to attend a webinar


Q4: Changing Lives Lead Generation for DTCio

• 15,184 T1’s unique to Medtronic databases

• Email – 1,500 launched on 2/4 at noon

• Direct Mail in-Home on 2/9 – 15,184 pieces

• 1,500 calls made by DTCo as of 2/12

• Conversions to PPT “greater than GET REAL”


The Email Piece


Front Facing


Inside Left Panel


Center Left


Center Right


Right


Registration Form


Tactic 8 – JDRF Sponsorship

Many variations on the basic themes were reviewed


Some of the Final Messaging and

Imagery For the Campaign


• Medtronic will create the media plan and financing to drive

targeted traffic to the Juvenation website.

• Medtronic will receive advertising space within the Juvenation

community.

What does the sponsorship entail?

• Medtronic will have sole

sponsorship on the

“Insulin Pump Therapy

Resource Page.”

• There will also be

featured articles in

various JDRF

newsletters and

publications.


Tactic 9 – Local Patient Programs using Wii

20 ft

20

ft

OmniPod

Booth

Space

Wii

Sta

tion

Big screen TV for Wii

Machine. Electric

20amp

( 4’ 2”)

Pull up

display

Pull up

displayPull up

display

10’ x 10’ Tropical Backdrop

MYSentry Table-

Electric 5 amp

Pull up

display

Pull up

display

8 ft

4 ft

Insulin Pump/

CGM Table

4 ft

4 ft

CareLink/ Skins

On Demand:

Electric 10 amp

Insulin

Pump/

CGM

Table10x10 Booth

Display

10x10 Booth Display

Pipe and

Drape

Pipe and

Drape

Tattoo Artist:

Weds night/ Thurs

morning

MySentry

Survey

• Carelink Sign-up

• Free skin online pin

• Picture w/ tropical

backdrop

Free tattoo

painting for high

traffic time

• Partied Like A Rock

Star W/ Medtronic Shirt

• Free temporary

tattoo

• Wii Rock Band

CGM Ballot Box

Drawing – Kaufman

lunch

Animas/ Dexcom Booth Roche Booth

CGM Ballot Box

Drawing – Kaufman

lunch

Quick Set

TBD

Informatio

n


New Booth Materials for all local Programs: JDRF, CWD, ADA


One Company

Pull Up


Mobile Hotline Center


Webinars – Cultivating Leads


Executive Summary – July 2009

• Patient webinars have proven to be a low cost, highly effective conversion tool for prospect patients in need

• Patient webinars have proven to be a low cost, highly effective up-sell / cross-sell tool for patient lives changed

– 3,103 registrants and 1,047 attendees since Q3 2009

– 78.7% are Type I diabetics

– 186 NPNP, Upgrade, & CGM patients served (Q3 2009 – Q1 2010)

– 43 true NPNP served (Q3 2009 – Q1 2010)

– Average ROI on sales > 1,300%

– Net ROI after marketing expense for all webinars = $194,610


Patient Webinars: Driving Awareness to Adoption

Estimated Costs

January $5,000

February $5,000

March $5,000

April $5,000

Total Estimated Cost = $20,000

http://realdiabetescontrol.com/events/on-demand.html


Patient Webinars: Email and Flyer – Feb. 17, 2010


February 17th, 2010: Achieving Better Control with

Continuous Glucose Monitoring

• Messages sent: 55122

• Bounced: 313 (0%)

• Total Opens: 20772 (37%)

• Total Unique Opens: 11033 (20%)

• Total Clicks: 2224 (4%)

• Total Unique Clicks: 1755 (3%)

0

10000

20000

30000

40000

50000

60000

Emails Sent

BouncedEmails

Opened Email

Total Clicks

• Registrants = 839 (1.52%)

• No Shows = 475 (56.6%)

• Unique Viewers = 364 (43.38%)

• Live Viewers = 329

• On Demand Viewers = 42 (11.5%)

0

100

200

300

400

500

600

700

800

900

Registrants

No Shows

Total Viewers


Patient Webinars: Driving Awareness to Adoption


Thank You!

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