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.