Medical device summit_cadient_102313

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Medical  Device  Marke-ng  &  Social  Media  

Where  Are  We  Now,    and  Where  Are  We  Going?  October  23,  2013      Chris  Mycek  Chief  Customer  Officer  Cadient  Group  

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Results  {  IN  ACTION  

GetResultsInAc/on.com  

AnywhereHealth.com  

ElementsOfDigital.com  

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Agenda  

 What’s  Different  About  Digital  Today?  How  does  digital  publishing/social  media  differ  from  previous  forms  of  media  used  by  medical  products  companies?      Social  Media  In  Ac/on  Current  med  tech  industry  u-liza-on  of  social  media    What  Are  Those  Marketers  Thinking?  Working  with  marke-ng  departments  to  create  effec-ve,  compliant  digital  programs      FDA  Social  Media  Hearings…Four  Years  Later  Enforcement  ac-ons  and  trends  pertaining  to  digital  communica-ons    Ques/ons?  Where  do  we  go  from  here?    

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What’s  Different  About  Digital  Today?    

How  does  digital  publishing/social  media  differ  from  previous  forms  of  media  used  by  medical  products  companies?      

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Explosive  Rise  of  Image  and  Video  Sharing  

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Visual  Storytelling  

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HCP  Omnivores  =  Digital  Triple  Play  

Source:  Epocrates  2013  Mobile  Trends  Report  

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Naviga/ng  a  Mul/-­‐Device  World  

Informa/on  consump/on  changes  over  the  course  of  the  day…  

A[en/on  

Interest  

Decision  

Ac/on  

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Responsive  Design:  Infinite  content  varia/on  

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Social  Media  In  Ac-on  

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GE  Healthcare:  Social  Sharing  

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GE  Healthcare:  Social  Inspira/on  

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Boston  Scien/fic    Endoscopy  Channel:  Social  Educa/on  

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Boston  Scien/fic:  Se4ng  a  New  Standard  

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Glooko:  Integrated  Device  Systems  

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What  Are  Those  Marketers  Thinking?  

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•  Paid  is  anything  the  marke-ng  department  pays  a  media  or  other  company  for  media  placement  of  its  message,  brand,  e-­‐mail  or  other  form  of  marke-ng.  Tradi-onally  this  includes  ads,  SEO,  and  direct  marke-ng  buys.    

•  Owned  is  when  a  company  acts  like  a  media  organiza-on  and  publishes  its  own  content,  on  its  site,  in  print,  or  on  social  networks.  Obviously,  financial  and  staff  resources  are  deployed  to  create  this  media.    

•  Earned  occurs  when  a  customer,  individual,  or  media  outlet  men-ons  your  brand  in  some  form.  While  some  assume  the  name  connotes  free  media,  in  reality  it  oUen  means  the  organiza-on  deploys  agencies,  PR,  and  social  media  staff  to  garner  earned  media.  

Paid,  Owned,  Earned  Media  

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Marke/ng  Automa/on  Maturity  

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Content  Marke/ng  Dominates  Search  in  US  

SOURCE: CONTENT MARKETING INSTITUTE CHART USING GOOGLE TRENDS DATA 01/09/2013 http://cdn.business2community.com/wp-content/uploads/2013/01/contentdominatechart.jpg

How  the  various  terms  performed  in  Google  Trends  over  the  past  few  years.  

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Search  Retarge/ng  

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Context  Across  Channels  

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FDA  Social  Media  Hearings…  Four  Years  Later  

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What’s  Hot?  

The  FDA  is  focusing  its  oversight  on  mobile  medical  apps  that:    •  Are  intended  to  be  used  as  an  accessory  to  a  regulated  

medical  device—for  example,  an  applica-on  that  allows  a  healthcare  professional  to  make  a  specific  diagnosis  by  viewing  a  medical  image  from  a  picture  archiving  and  communica-on  system  (PACS)  on  a  smartphone  or  a  mobile  tablet    

•  Transform  a  mobile  pla`orm  into  a  regulated  medical  device—for  example,  an  applica-on  that  turns  a  smartphone  into  an  electrocardiography  (ECG)  machine  to  detect  abnormal  heart  rhythms  or  determine  if  a  pa-ent  is  experiencing  a  heart  aaack  

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Glooko:  Integrated  Device  Systems  

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What’s  Not?  

Apps  and  devices  that  won’t  be  regulated:      •  Help  users  self-­‐manage  their  disease/condi-on  without  providing  specific  

treatment  sugges-ons    

•  Provide  pa-ents  with  simple  tools  to  organize  and  track  health  informa-on    

•  Provide  easy  access  to  informa-on  related  to  health  condi-ons  or  treatments    

•  Help  pa-ents  document,  show,  or  communicate  poten-al  medical  condi-ons  to  healthcare  providers    

•  Automate  simple  tasks  for  healthcare  providers    

•  Enable  pa-ents  or  providers  to  interact  with  personal  health  record  (PHR)  or  electronic  health  record  (EHR)  systems  

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uChek?  Not  Yet…  

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Ques/ons?  

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