Planning tactical marketing to drive engagement and impact

Rowan Grant

National Outreach Manager

Medical Technologies at the University of Leeds:

Medical Technologies Innovation and Knowledge Centre

EPSRC Centre for Innovative Manufacturing in Medical

Devices

HEFCE Innovation Catalyst in the Leeds City Region

Wellcome Trust Centre of Excellence in Medical

Engineering

Regener8

Career Summary – Rowan Grant

• University of Leeds since 2007

• Medical Technologies IKC since 2011: Project Officer, 2012:

Business Development Officer

• October 2013: National Outreach Manager for the EPSRC

Centre for Innovative Manufacturing in Medical Devices

(MeDe Innovation) and IKC

• Graduated from Chartered Institute of Marketing Professional

Diploma in Jan 2016

WellcomeCentre of

Excellence in Medical

Engineering

Medical Technologies

Innovation and Knowledge

Centre

MeDe Innovation

(EPSRC Centre for Innovative

Manufacturing)

Translate: Medical

Technologiesin the Leeds City Region

Regener8

Institute of Medical and Biological

Engineering

Research translation and commercialisationof new medical and regenerative technologies, products and services

National programme

researching and

developing advanced

design and

manufacturing

methods for the

medical device sector

National network to

enable the translation

of university and

industry research in

regenerative devices

into commercial

products and clinical

benefits

Relationship marketing strategy

1. Identifying

and recruiting members

2. Engaging members

Academics Regulators

Clinicians

Funders

Industry

Full members:

Project partners

EAB members

etc

Associate members:

Funding applicants

Event attendees

“Do I tweet what I had for my breakfast…?”

Plan your marketing and communications

Planning marketing and communications

Set strategic, operational

and communication

objectives

Insights

What do you want to say

and who needs to know?

Content creation

Integrate

Analyse

Strategic objectives to communications objectives: what do we want to achieve?

Ra

ise

th

e p

rofile

of U

K m

ed

ica

l d

evic

e m

an

ufa

ctu

rin

g r

ese

arc

h

Develop an international network for translating outcomes into industry:

150 Industry members, 100 academic members and 50 clinical members (year 3)

Create communications tools and systems that underpin a community within the sector

Prioritising stakeholders

Keep satisfied Key players

Minimal effort Keep informed

Power

Funders

Management groups

Potential funders

Potential collaborators

Inte

res

t

UoL Senior Mgmt

Competitors

Media

General public

Regulatory bodies

Strategic alliancesCollaborators

Research community

Potential investors

Targeting priority audiences (potential

industry partners)

• Develop key messages

• Identify appropriate channels

What they need to know

• Opportunity to contribute

• Quality

• Relevance

• Leadership

Key communications messages

• Join the network

• Success of the research/ translation

• Personnel achievements

Key communications channels

• Presentations

• Website

• PR Channels

• Annual report

• Annual conference

Marketing and reporting

Marketing artist Marketing scientist

Creative and

collaborative

“What’s in it for our

audience?”

“What have we

achieved?”

Organised and detail

orientated

Social media

Mailchimp

Wordpress

Access

Excel

CRM

Content marketing for engagement

Case studiesPrint

(inserts)Website Social media Newsletter

Print (annual rev)

Digital content: news, partner news,

partner events, blogs, testimonials

E-shot Website Social media NewsletterPrint

(annual review)

Press releasesTargeted

emailWebsite Social media Newsletter

Print (annual review)

Events E-shot Website Social media NewsletterPrint

(annual review)

Input/ analyse

Twitterfeeds

Tweetdeck

Google Alerts

CRM CRM

Does it work?

Marketing tactics analysis

Does it work?

Success against objectives:

20381 220 52Clinical

members

Academic

members

Industrial

members

Other

members

Content is king:

36k

web

visits

2.5k

event

attendees

120+

news

items

4

annual

reviews

15

videos

30

case

studies

600+

newsletter

recipients

1043

twitter

followers

1100+

Linked In

connects

What next?

Involving patients in our research

All icons: http://www.flaticon.com