TURNING A REVOLUTIONARY MEDICAL CONCEPT INTO REALITY: THE INSIGHTEC STORY
INSIGHTEC: Education as a powerful marketing strategy
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Transcript of INSIGHTEC: Education as a powerful marketing strategy
Education as a Powerful Marketing Strategy Xen Mendelsohn Aderka
VP of Marketing December 8th, 2016
INSIGHTEC’S technology enables SURGICAL PROCEDURES to be performed NON-INVASIVELY by ablating (destroying) tissue without a scalpel or creating any incisions.
WHAT INSIGHTEC DOES…
NEUROSURGERY ONCOLOGY WOMEN'S
HEALTH
CLINICAL INDICATIONS IN INSIGHTEC’S TREATMENT PORTFOLIO
FDA labeling: The Exablate Neuro is intended for use in the unilateral thalamotomy treatment of idiopathic essential tremor patients with medication-refractory tremor. Patients must be at least age 22.
ESSENTIAL TREMOR PATIENT
~4-5% of the population ages 40–60 have ET. The incidence rate for people aged 60 & older is estimated at 6-9%
• Source: http://www.essentialtremor.org/about-et/ • Video courtesy of Rambam Medical Center
B2C: ESSENTIAL TREMOR PATIENTS
AVAILABLE TREATMENT OPTIONS INCLUDE:
1st line of treatment: Medication (Only 40-50% of patients respond to medication which can have serious side effects)
Next Step: Alternatives are NOT attractive to patients: Surgery | Deep brain stimulation | Radiation
Many patients opt to live with symptoms: Creating an UNMET NEED → A NON-INVASIVE TREATMENT OPTION
Patients suffering from impaired QoL
THE PATIENT JOURNEY
Future options?
Effect on daily life?
Will it hurt?
Cost?
Are others doing it?
What does MD say?
Major brain surgery w/ electrodes in my brain & pacemaker w/ follow up
Shaving my head and 3 hrs in an MRI
Just keep coping
KEY QUESTION: Is my tremor bad enough to consider….? Durability of procedure?
PATIENTS USING ONLINE SOURCE OF INFORMATION
42% 49%
53% 60%
58% 62%
68%
52%
Seniors (70+ years)
Boomers (51-69 years)
Gen X (34-50 years)
Millennials (18-33 years)
Currently using prescription medication(s
Have major chronic condition
Had accute illness or injury lasting 3+ days
Total
Sources: Deloitte Center for Health Solutions Survey of US Health Care Consumers, 2015; PwC Healthcare Survey, 2014
The most trusted sources of healthcare web content comes from
1. 60% Doctors
2. 56% Nurses
3. 55% Hospitals
B2B2C (2B): 2-WAY STREET
PHYSICIANS PATIENTS
TOP 2 BOTTOM: • Provide tools to educate
patients • Recruit physicians for
advocating our treatment online
BOTTOM UP: • Educating patients – recruitment • Create awareness so patients
request treatment from their physician
• Patient demand can influence traditional medicine
A STRONG ONLINE PRESENCE IS NECESSARY TO ENGAGE WITH B2B & B2C
As a medical technology provider, what is our role in generating patient demand?
CAMPAIGN APPROACH
Deliver a life-affirming, emotional moment that makes a patient believe it’s worth a call / click / next step
CAMPAIGN APPROACH
HOW DO WE DO THAT?
1. Personal experiences → emotional connection
2. Focus → QoL post-treatment
3. Promote education to encourage exploration → Knowledge improves confidence and self-empowerment
4. Provide clear direction to take the next steps with a medical center
LAUNCHING EDUCATION CAMPAIGN IN THE US
FDA labeling: The Exablate Neuro is intended for use in the unilateral thalamotomy treatment of idiopathic essential tremor patients with medication-refractory tremor. Patients must be at least age 22.
PATIENT WEBSITE AS AN INFORMATION SOURCE
The first tab in the menu is educating about the condition, while the second is treatment promotion.
FDA labeling: The Exablate Neuro is intended for use in the unilateral thalamotomy treatment of idiopathic essential tremor patients with medication-refractory tremor. Patients must be at least age 22.
GETTING PARTNERS STARTED - PATIENT BROCHURE & CLINIC AD
FDA labeling: The Exablate Neuro is intended for use in the unilateral thalamotomy treatment of idiopathic essential tremor patients with medication-refractory tremor. Patients must be at least age 22.
…REMEMBER HAYA?
OUR PARTNERS
THANK YOU!