iEXAMINER:Digital Marketing Proposal

Joshua Crafter Andrea Kwiecinski Carlos Pérez Isabela Ver

iEXAMINER

Table of Contents

Welch Allyn in the Medical Field

Online Traction and Purchase Challenges

Online Advertising Plan

Objectives

Target Market

Consumer Insights

Big Idea

Tactics

Creative Brief

Creative Executions

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Welch Allyn in the Medical Field

Welch Allyn is a well-known brand among those in the medical field. They are known as a company that provides quality equipment that helps medical practitioners diagnose diseases and perform surgical procedures. Doctors from varying specialties are very much aware of Welch Allyn to a point that it is almost synonymous to a diagnostic set that is essential for conducting physical exam: an ophthalmoscope, a stethoscope, and an otoscope.

Online Traction and Purchase Challenges

Given that lifestyles of medical practitioners are very different from the average American consumer, the team decided to touch base with people active in the industry. After all, at the very core of every advertising campaign is the consumer, digital or not (Ryan and Jones, 2012).

Based on interviews conducted with 25 participants from the field of medicine, awareness of Welch Allyn as a brand starts from the most powerful form of advertising: word of mouth (class discussions). Medical students are often required to bring a diagnostic set for their Physical Diagnostics Class, a course usually taken in their third year of medicine proper. They then hear of Welch Allyn from senior medical students and see Welch Allyn devices used by residents and consultants or doctors alike.

The common pattern for purchasing any other retail item online does not fully apply to how medical devices are purchased. Usually, consumers will search via Google for a product they need or they want online, read available reviews, compare selling price between e-commerce sites and consider to purchase. Such pattern is very representative of the digital purchase funnel discussed in class. However, in a quest to purchase a diagnostic equipment, such an ophthalmoscope, different factors are considered which often depends on the “medical life stage” one is in. Acknowledging that medical practitioners do not have a lot of time to spare and spend a good amount online, it has been determined by the team through social ‘listening’ that there are hardly any conversations available online regarding purchasing ophthalmoscopes, the iExaminer or Welch Allyn in general.

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Medical students have the option to purchase a brand new equipment through a Welch Allyn

promotion staged in their schools, through Welch Allyn’s website or buy a second-hand equipment used by senior medical students who decided to pursue a specialty that no longer requires the need for an ophthalmoscope.

Residents, on the other hand, normally don’t need to purchase their own equipment as everything needed to conduct rounds and patient check-ups are already provided by the hospital. For residents specializing in Internal Medicine, Ophthalmology, Family Medicine, Neurology, or Pediatrics, they don’t really consider upgrading their equipment until they pass their respective board exams and are well into starting their private practice or a group practice. Once they do,

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they are most likely to purchase it from a Welch Allyn medical representative that the hospital is affiliated with. If, however, they decide to practice in a hospital, they might not consider upgrading their Ophthalmoscope at all since they have access to most, if not all, of the needed equipment in the hospital.

Finally, consultants (practicing physicians and teaching physicians,) may need more convincing to purchase a new device all together. They are those who have set ways in their practice and are often not that open to upgrading a device. However, their recommendations on purchasing a product are considered highly valuable by their younger colleagues, residents and students.

Despite the high awareness on Welch Allyn as a company, the iExaminer, as a sole product, is not known. Some may have heard of it from the grapevine. However, those who have been introduced to the product in the course of developing this advertising plan, showed interest in the product and how it will be beneficial to their practice -- especially now that there is a move for medical records to be digitally archived and with telemedicine on the rise.

Online Advertising Plan

Set ObjectivesAdvertising the iExaminer online aims to achieve the following key objectives: 1. Create awareness on both Welch Allyn and the iExaminer among medical students 2. Solidify the key point of conversion for residents in select specialties

3. Build iExaminer credential amongst consultants and prove benefits to their practice 4. Create buzz and word of mouth on the iExaminer amongst different physician levelsWe have selected this four-step process to create long-lasting and sustainable relationships with our selected targets. The Welch Allyn iExaminer will be the specific piece of equipment to create this connection and build the physician-Welch Allyn relationship around.

Target MarketThe following groups have been selected based on their likelihood to use Ophthalmoscopes more often.

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Primary Target: Physicians-in-training 1. Incoming and graduating residents, more specifically in specialties of Ophthalmology, Internal Medicine, Neurology, Family Medicine, and Pediatrics. 2. Medical students who have yet to purchase their own ophthalmoscope

The primary target represents the best demographic for building a trusting relationship with Welch Allyn as provider of quality medical devices and ophthalmoscopes. Although Welch Allyn is known to dominate the medical device market in the United States, the company still needs to be able to touch base with the new entrants into the medical field or specialization. Moreover, while medical students are not required to purchase their own ophthalmoscopes in their first two years, building the students’ preference and trust for the Welch Allyn brand must be established early on.

Primary Target Persona: Dr. Martin Ambron Dr. Martin Ambron is a 30-year-old Neurology medical resident in his last year at New York-

Presbyterian University Hospital of Columbia and Cornell. He lives in

a 1-bedroom apartment in New York City, makes $65,000 a year and regularly works 80 hour weeks. He usually just stays at home during his free time, but will go out to dinner with his fiancee when they are both free, which is rare.

Dr. Ambron owns an iPhone, an iPad and a laptop, and brings all his devices to the hospital. He has a few games in his iPhone and only gets to play them for a short time during breaks due to his hectic schedule. He subscribes to HBO GO so he can catch up with his favorite shows.

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He’s particularly excited that Game of Thrones is back on. He accesses his email with his iPhone because he’s always on the go, and he’s updated his iPhone and iPad to include all the same medical apps just to make sure he has access to them whenever and wherever it’s needed. Additionally, he uses his iPad to access patient files and medical records through the hospital’s medical files system.

Secondary Target: Medical Professionals 1. Doctors/Consultants who have earned the respect of their respective specialty associations, academic institutions and medical affiliations

2. Facilities departments of training hospitals that recommend which device or equipment should be invested in and made available to the physicians in the hospital

Senior and experienced doctors will be able to influence purchase by their junior physicians and residents. Full-time practicing doctors, armed with experience from their own subspecialities, gain the trust and respect of the new breed of physicians. They are the influencers that can change opinions and sway points of views about a product and a practice in general. Training hospitals, on the other hand, consider investing in a device through its price, benefits to the doctors’ practices and of course, the hospital’s relationship with the device manufacturer.

Secondary Target Persona: Dr. Randy Myers

Dr. Randy Myers is a 55-year-old Ophthalmologist and a teaching consultant at the Eye Trauma Center at Johns Hopkins Hospital. He owns a 4-bedroom house in Howard County, Maryland and is living with his wife Gina, a practicing private dermatologist. He brings his Audi A8 everyday to work. As a new empty nester, Dr. Myers is now able to spend more weekends playing tennis in the country club. Moreover, he and his wife now have more time to go out on dates. They have just recently started using Google Search to look for good restaurants nearby.

Dr. Myers accesses information through paper copies of newsies, journals and online websites. He owns a desktop computer (which he uses most of the time when he’s home), a desktop computer

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in his clinic, a laptop (which he uses for presentations and lectures), an iPhone to check e-mails on the go, and an iPad mini to present to patients while he does his rounds, helping him explain how cataract removals or laser procedures will be like.

Although this plan is meant to maximize the online channel to spread awareness and boost conversion for Welch Allyn, the power of corporate relationships and influence via personal experience of a product cannot be discounted. Blurring the line that divides offline and online platforms (as per class discussion) is a step needed by Welch Allyn to drive conversion.

*Note: Personas have been based on profiles of interviewees and demographic information from Nielsen Prizm.

Consumer InsightsDoctors are humans, too.Medical students, residents, and practitioners spend 100-hour weeks at schools or at the hospitals. The very demanding profession has already led 38% of US doctors showing symptoms of burnout (Reuters, 2012). Because of the challenges they face everyday, doctors appreciate anything that will simplify their practice and anything that will buy them more time to attend to patients or simply, have more time for themselves. These people look for and cherish the little relaxation time they are afforded. Shorts breaks within the day are spent using their mobile devices to quickly read news, connect with friends, play short games, just like the rest of the average population.

Doctors are pressured to be precise with their diagnosis and prescriptions.Physicians go through years of rigorous training because they need to be able to handle diseases that may dictate if one will live or die. Simply graduating and becoming a doctor isn’t the end of the training they will receive. They must stay abreast of latest technological trends, practices and equipment available. Despite extensive knowledge and years of experience, doctors may still make mistakes - except that these mistakes can cost someone’s life or a physician’s entire practice. Performing a routine test or procedure incorrectly, misdiagnosing or delayed diagnosis may lead a physician bankrupt from lawsuits, loss of medical license, and the eroding of their reputation and everything they have worked so hard to achieve.

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The BIG IdeaDIAGNOSE WITH EVIDENCE.The use of x-rays, MRIs, CT-Scans, among others, are very common. Physicians need to see the results to help confirm their initial findings and rule out other possibilities. While the medical field is based off training plus experience, it is mostly a field dictated by informed opinions, as technological limitations prevent medical practitioners from making 100% accurate diagnoses. The Welch Allyn iExaminer looks to fill a void in that process, albeit a small one. The Welch Allyn iExaminer will allow medical practitioners to seek outside and secondary opinions for eye problems in the same way that medical practitioners seek outside and secondary opinions from fellow colleagues when they

pass along a X-Ray, a MRI, or a detailed description of a patient’s symptoms.

TacticsMicrositeThe microsite serves as the “real estate” of the product in the digital sphere (Ryan and Jones, 2012). Hence, this property needs to be properly designed, maintained and monitored. Based on the website criteria used in class discussions, the Welch Allyn microsite http://www.welchallyn.com/promotions/iExaminer/index.html can make improvements to better cater to the medical practitioners who barely have time in their hands.

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Based on the findings from the website scorecard, the following needs to be executed: 1. Make information access in the website easier. The navigation bar at the top of the page should be changed into a floating header that stays on the screen when scrolled.

2. Color of buttons will change whenever they go to another section (for instance, when a user goes to to the ABOUT section, the ABOUT button will change from gray to green). 3. Sharing and collection of e-mail address should be made more apparent by placing floating social media buttons on the side of the page. 4. Shorten the microsite URL address to welchallyn.com/iExaminer to make it easier to remember. 5. Include a BUY button to initiate a purchase right in microsite. 6. Provide information about, and a link to, the iPhone applications (both the iExaminer app and the game) developed to promote the products.

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The recommendations above will help simplify the user’s experience in the website. It will be more efficient for medical practitioners to look for the information they need. Knowing how busy they are, Welch Allyn needs to be conscious of the time they can spare to check out the website and get the information they need.

ApplicationsApart from the iExaminer application that will be linked to the iTunes store for purchase in the microsite, other apps created by Welch Allyn will also be available. Medical students and residents alike are normally pressed for time when it comes to catching up on readings, preparing case reports and doing patient rounds. However, just like any classified Millenial, accessing screens while on the go is second nature to them (Marketing to Millenials, Mintel 2012). This opportunity can be used by Welch Allyn to develop top of mind brand awareness amongst future practicing physicians.

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ApplicationsApart from the iExaminer application that will be linked to the iTunes store for purchase in the microsite, other apps created by Welch Allyn will also be available. Medical students and residents alike are normally pressed for time when it comes to catching up on readings, preparing case reports and doing patient rounds. However, just like any classified Millenial, accessing screens while on the go is second nature to them (Marketing to Millenials, Mintel 2012). This opportunity can be used by Welch Allyn to develop top of mind brand awareness amongst future practicing physicians.

Inspired by the game 4 Pics 1 Word, medical students and residents alike can use their down time reinforcing skills in identifying parts of the eye, detecting diseases and diagnosing potential images. This can also serve as a mini-quiz on the go. Just like most games available, the results can be shared on Facebook, the social media platform they use the most (based on interviews conducted).

The app will also be used to gather e-mails and customer information. Upon logging in the app, users need to enter their information (either using their Facebook account or e-mail) to get into the game. The entries

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can then be collected by Welch Allyn to build their e-mail list which they can use in the future.

Many physicians use iPhones because of its simplicity. Doctors don’t have the time to go through manuals and learn how to operate gadgets that are not heavily involved procedures

or surgeries (Hando, Ben. Medical App Journal, 2012). With Apple’s lionshare among medical practitioners, the use of Apple devices differ per “medical life stage”. Majority of medical practitioners use iPhones and iPads for basic means of communications (call, text, and e-mail). However, medical students and residents in their first two years of training are those who use mobile devices heavily for games and accessing social networks, especially during their break times (based on interviews conducted).

E-mail MarketingE-mail marketing and Customer Relationship Management (CRM) software will be utilized to increase awareness for the Welch Allyn brand and the iExaminer product. Welch Allyn may leverage the existing newsletter distribution they have. The e-mails will serve as promotional/informational guides to alert the target audiences to products and events relative to them. E-mail marketing and CRM software will be utilized for the following: - Introduce the iExaminer to the relevant target audiences - Alert medical students and residents about upcoming iCelebrate/iRelax event days (on- ground tactics discussed later in this section), product demonstration days, and other Welch Allyn branded events. - Alert doctors about the introduction of new Welch Allyn products central to their area of study. - Alert doctors and students to upcoming visits to their university from Welch Allyn brand representatives. - To elicit feedback and reviews from medical students, residents, doctors, and medical administrators about current Welch Allyn products - To drive traffic to the iExaminer website - To drive e-mail customers to the purchase section of the iExaminer website

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YouTube ChannelWelch Allyn owns an existing YouTube channel that houses informational and instructional videos for the equipment they manufacture. There is an opportunity for Welch Allyn to use this channel to upload coverage of events that they sponsor, campus tours and demo trials of students. Instead of creating a separate iExaminer YouTube channel, the best course of action will be to merge the iExaminer content with the Welch Allyn branded YouTube channel. The amount of content that could potentially be uploaded to a separate iExaminer YouTube page is limited and we find it best to have one fully stocked channel than multiple channels that are updated irregularly.

Time stamps will also be encoded into each YouTube video on the Welch Allyn brand channel. This structure is similar to that of songs on a CD. Each section will be labeled, like a song, and you can skip from section to section. The Welch Allyn branded YouTube channel will feature demonstrations of the uses of their products and filmed/branded coverage of the events Welch Allyn sponsors. Medical practitioners do not have the time to watch a 7-minute material

every time they have to refer the video. Welch Allyn needs to set-up a video that will save doctors time when figuring out how to operate the device.

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SearchSearch has become a primary tool for physicians and physicians-in-training to help them in their practice. Although they have sites they regularly visit (ie a school’s library website to access their database, a medical journal website), they do not bookmark. Most of the time, they would go to Google and type in specific keywords that will help lead them to the site they are looking for. This is a habit that Welch Allyn can latch on. Welch Allyn can use keywords that may not directly relate to the company, but at the same time still within the scope of medicine.

Online Journal PlacementsMost medical students, residents, and consultants, have access to medical journals that they refer to for their case studies and procedures. Given that this is a staple material they read both for leisure and work, journals are channels that Welch Allyn can maximize.

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Additionally, two websites have been often cited by medical practitioners interviewed. Medscape.com and uptodate.com are tools they use to help them perform better in classes and in patient interaction. Moreover, it was established the course of the interview that physicians go to the website of the journals they are subscribed to when they receive e-mail alerts from the publication. The New England Journal of Medicine seems to be the most popular amongst medical practitioners. Beyond that, residents and consultants subscribe to journals specific to their field of practice.

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On-ground EventsWelch Allyn already does on-site/campus demonstrations with their brand representatives. We want to continue and expand the Welch Allyn’s physical and branded presence. We will do this with two type of events. The first, dubbed iRelax, is an awareness and brand building relationship event for medical students coming into residency. iRelax events are sponsored events hosted by Welch Allyn on the campuses of newly placed residents to engage and familiarize them with the iExaminer, as well as the Welch Allyn brand overall. Examples of sponsored affairs would include networking events, dinners, product introductions with giveaways, and medical conferences.

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The second series of events is titled “iCelebrate”. iCelebrate events are focused on increasing awareness and building a brand relationship between Welch Allyn and incoming medical students. iCelebrate events would take place on select medical school campuses either on the first weekend students move onto campus, or the first weekend after classes begin. Much like the iRelax events, this series would be sponsored by Welch Allyn and would include networking events, dinners, product introductions and demonstrations, giveaways, among others.

When these medical students and residents think of medical equipments, the only brand that

should enter their mind is Welch Allyn. We want to serenade them with Welch Allyn sponsored events and promotional material that they aren’t even aware that there are other companies producing medical equipment. Sponsored events are beneficial because they open the Welch Allyn brand to new audiences, they allow Welch Allyn to demonstrate new products, they help promote positive brand image, they create awareness, and they allow for the best employees to be the connection between the brand and its consumers.

Metrics The following metrics will be employed in order to measure the success of the proposed digital strategy for the Welch Allyn iExaminer. - Downloads of the iExaminer mobile application: the number of iExaminer applications that are downloaded will be measured every three months for one year to determine the conversation rate after the the digital strategy is implement. A count will be done on both

the free version and the paid version. This will give Welch Allyn an estimate of how many people are purchasing the actual product versus trial of the application. It will be compared to the starting amount of applications which have been downloaded before the start date of the campaign.

- Downloads of the iDiagnose mobile application game: the number of iDiagnose mobile application that are downloaded will be measured every three months for one year to determine the awareness of the campaign. Downloads of the Medscape mobile application will be used as a benchmark to determine if the results are favorable for Welch Allyn.

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- Traffic to microsite: the number of IP addresses that find themselves on the microsite and for how they are there will be measured using webserver logs. From the webserver logs the microsite can gather the following information from the visitors: - the unique IP address of the computer - the timestamp showing date and time - the URI - the file size of the returned resource - information supplied by the user The webserver log measurement will allow Welch Allyn to produce summary reports

of the effectiveness of the microsite. Welch Allyn can analyze the audience, track conversations goals and conversation funnels to see when conversion happens, and it will give Welch Allyn a complete picture of the effectiveness of the microsite. - Inquiries from medical students/residents/consultants after launch of the e-mail marketing campaign: the amount of inquires from the microsite will be measured to determine the amount of awareness and curiosity in the product. Two measurements will occur, the first measuring inquiries coming from the microsite and the second measuring inquires in response to the email campaign. From these inquires a measurement will be done on how many medical schools inquire about bringing a vendor to the campus for a product demonstration. This measurement will illustrate the success of the digital strategy to bring awareness of the new product to the target market.

- Growth of e-mail marketing list: the number of individuals that are on the email marketing list will be measured every three months to determine the growth rate of the email list after the the digital strategy is implement. This will determine how successful the campaign has been in building awareness of the company and product.

- Sales: the amount of iExaminer kits sold will be a measured to determine the rate of conversion and the overall success of the entire digital campaign.

These metrics will provide Welch Allyn with the data required to determine the ROI of the campaign.

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Positioning RecommendationThe Welch Allyn iExaminer is the only portable ophthalmoscope on the market that allows you to view and capture still images of the eye. This revolutionary device allows for the sharing of information and the reduction in the likelihood of misdiagnoses by virtue of having concrete evidence to rely judgement on.

Creative BriefWhatTo increase awareness of the iExaminer, and Welch-Allyn as a whole, among medical students

entering their final year of residency.

WhoYoung Physicians-in-training 1. Incoming and graduating residents, more specifically in specialties of Ophthalmology, Internal Medicine, Neurology, Family Medicine, and Pediatrics. 2. Medical students who have yet to purchase their own ophthalmoscope

What do they currently believe?Most medical students and professionals are not aware of the existence of the iExaminer, and thus are not aware of the products benefits and ease of use.

What do we want them to believe?The Welch Allyn iExaminer is the next step in the advancement of medical technologies, an advancement that allows the sharing of information and the reduction in the likeliness of misdiagnoses by virtue of having concrete evidence to rely judgement on.

Single Minded PropositionThe iExaminer is the latest in innovative technologies from Welch Allyn, whose purpose is to make life simpler, easier, and more efficient for patients and healthcare professionals alike.

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Reason to BelieveThis digital device makes the sharing of information simpler and easier, without compromising the security of the data. The flow of information makes medical care more efficient and less expensive.

Creative Execution

The application leverages the consumer insight that doctors, just like the rest of the average population, need to take a break from their very hectic schedules. Residents, in particular, work long hours every week and get short breaks while on duty.

Building relationships, whether it’s a with a person or with a brand (with a personality), takes time. Welch Allyn needs to accessible to the target market when they want and where they want it. And engaging with physicians during their down time, when their filters and guards are brought

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low, will be an opportune time for Welch Allyn. The challenge for Welch Allyn is to establish its relevance; just by the very nature of its products, the brand can be can be deemed cold, serious and stagnant.

For doctors, investing in a medical equipment means that they already know and are sure of the benefits that such device will bring to their practice. The problem is, they may not have the chance to use the product for trial or demonstration. Through the app, however, Welch Allyn can provide a platform that will simulate the reward of using the iExaminer. The iDiagnose app will allow users to detect a disease through images shown. Users can play against another user and

can battle out who diagnoses correctly based on the images shown in the game.

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