Effectively and Efficiently
Combining Multiple
Marketing Strategies In A
Digital Format
Pamela Balthazor Gajdosik
VP, Commercial Excellence
American Medical Systems, An Endo Health Solution
1
THE WORLD
IS ROUND
So Why Are Maps Flat?
Solution 1.0
Google Earth – The Globe of the 21st Century
Solution 2.0
Objectives
Assess historic successful print marketing campaigns and how
these can be utilized in a digital format
Examine successful creative formats that enhance the delivery
and effectiveness of online digital catalogs and product information
Explore use of cloud and tablet technologies that engage the sales
team in effective message delivery
INSIGHTS
IMAGINE
INTEGRATE
ITERATE
Transforming Your Marketing from
Print to Digital
Think first….then act 8
A balancing act…
Internal
External
Brand Goals
Content
Capabilities
Risk-Tolerance
Maturity
Budget
Customer Experience
Emotions and Motivation
Digital Behavior
Competitive Actions
External: Understand the Journey
1. ProblemRecognition
2. Solution & Supplier Comparison
3. Validationof Choice
What do customers think and feel through the decision
process? How do they gather information? What is your
competition doing?
Internal: Content and Capabilities
LITERATURE AVERAGE USAGE
ACTIVE ITEMS
4,999-2,5000.4%
2,499 -1,0001.7%
500-9991.3%
499-2505.1%
1-24942.8%
None48.4%
Internal Interviews
• Sales
• Sales Training
• Customer & Tech
Service
• Medical Affairs
• Device Reporting
• Regulatory
• Legal
Bring it together
1. ProblemRecognition
2. Solution & Supplier Comparison
3. Validationof Choice
Content Gap?
Delivery?
Content Gap?
Delivery?
Content Gap?
Delivery?
13
INSIGHTS
IMAGINE
INTEGRATE
ITERATE
14
REIMAGINE…NOT REPURPOSE
68% of docs who have received a tablet detail say they’re extremely or very satisfied with the experience
Those who were not said the detail appeared to be “optimized for another medium”
PERSONALIZED
• Making it REAL
• Completely RELEVANT
MEANINGFUL
• SOLVE their problem
• Provide SOLUTIONS that create connection
ENGAGING
• DIALOGE, not presentation
• INTERACTIVE learning
Three Considerations
Choosing your channel16
Intimate
One Way
Battleground
Ubiquitous
Communication
Power
Competitive Noise
White Papers
and Animations
Mobile content
tools = Content
Briefcase
Individualized
dialogue and
solution tools
Interactive
Product
/Surgical Demos
Source: CEB,The Digital Evolution in B2B, 2013
17
Source: 3M Website, accessed 7/20/13
Case Example: 3M Digital Catalog
Source: MedCity News, accessed 7/20/13
Case Example: Interactive Demo
19
INSIGHTS
IMAGINE
INTEGRATE
ITERATE
The digital journey
20
Experimentation IntegrationConsolidation
Source: The Digital Evolution in B2B Marketing
21
practicing physicians
use smartphones,
computer tablets,
various mobile
devices, and
numerous apps in
their customary
medical practices
4 out of 5
Source: Taking the Pulse 2013, Manhattan Research
Digital Transformation for Sales
"Transitioning your field
sales team over to
cloud-based tablet
platform is more than
just an upgrade of their
technology. It represents
a key shift in the
engagement between
sales representatives
and their customers”
Case Study
The Challenge
10K product SKUs sold by multiple sales teams
20+ customer segments with numerous “pain points”
Thousands of videos, brochures, and other collateral
Over half of sales team had less than 6 months tenure
23
Case Study: eInsights
The Solution:
A single
interactive app
that fosters two-
way discussion
based on the
customer
challenges
24
Personalized Profile 25
Value-add for
rep pre-call
planning
Integration with
CRM
Easy-follow up
Connecting Solutions to Pain
Points
26
Demonstrating Value
27
Connecting to Key Collateral 28
Case Study: Zimmer Spine
The Challenge: 100K
SKUs, bulky catalogs
and a visual sale
The Need: Seamless
integration of content
The Solution: One
mobile app integrated
with SFD.com that
includes functional
demos
Source: SalesForce.com Website, 7/20/13
Considerations Make sure your content lets you tailor presentations.
Ensure your content accurately represents the medical device in a
photo realistic manner—cartoonish models don’t do your product
justice.
Ensure that the iPad content you create can be re-used on multiple
delivery platforms
Look to develop iPad content that can show medical devices fully-
functioning in their natural environment.
Create medical device content that is TRULY interactive, unlike
videos
Construct easily translatable content to extend global reach.
Find a way to repurpose existing messaging and supporting
collateral.
Develop content native to the iPad – NO INTERNET NEEDED.
Success Depends on Training 31
‘Hey, that looks useful but can you
tell me how to download an App?
Med Device Sales Representative
32
INSIGHTS
IMAGINE
INTEGRATE
ITERATE
Common Metrics
LONGITUDINAL MEASUREMENT:
Cost per engagement
pre/post launch
Cost Efficiencies
TEST PILOT MODELING:
Team using new tools vs control
group
SATISFACTION TRACKING:
Field and Customer Feedback
Utilization
Continuous Improvement
Summary
A great digital approach starts with an understanding of the customer
and an assessment of both internal information as well as capabilities
Customers are more savvy than ever and demand personalized,
relevant and engaging conversations
Digitization affords us the opportunity to integrate multiple strategies
seamlessly
Cloud and tablet technology enable us to better support our sales team
but we must ensure good training to maximize investment.
No one “gets it right” the first time. Continuous tracking of KPIs allow
for quick adjustments to improve performance.
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