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Welch Allyn Digital Stategy

Apr 14, 2018

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  • 7/30/2019 Welch Allyn Digital Stategy

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    Elise Grose

    Weston JohnsonEdmee Jorge

    Shruti Sundararaman

    To Tra

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    Welch Allyn Project

    Tasked with rejuvenating medical student interest in purchasing diagnostic sets from Welch Allyn with a digital strategy, we

    set out to raise awareness of the product and demonstrate its capabilities in a meaningful and purposeful way.

    Primary Research About 285 million people are visually impaired worldwide: 39 million are blind and 246 million have low vision (severe ormoderate visual impairment)

    Preventable cause are as high as 80% of the total global visual impairment burden

    About90%oftheworldsvisuallyimpairedpeopleliveindevelopingcountries

    Globally, uncorrected refractive errors are the main cause of visual impairment

    Cataracts are the leading cause of blindness

    65% of visually impaired, and 82% of blind people are over 50 years of age, although this age group comprises only

    20% of the world population

    Top causes of visual impairment: refractive errors, cataracts and glaucoma

    Top causes of blindness: cataracts, glaucoma and age-related macular degeneration

    The number of people visually impaired from infectious diseases has greatly reduced in the last 20 years

    Customer Map

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    Medical Student Usage of Social Media

    All of the following data was provided by a third-party source and reproduced here for the benefit of informing this study.

    Pre-Course Social Media Survey

    Frequency of usage of social media sites and tools

    Every student who completed the pre-course social media survey indicated that they were using at least five of the

    eleven social media sites and tools listed in the survey, which included Twitter, Twitter chat, Facebook, LinkedIn, Google+,

    Foursquare, YouTube (or video sharing), Flickr (or photo sharing), texting or SMS, Skype, and webinars. Other social media

    technologies not included on the survey list, but which students indicated they were using, included: Google talk (gtalk),

    MSN, social bookmarking, RSS feeds, and blogging. The most commonly used social media site among respondents was

    Facebook, which more than half of respondents indicated they used every day. The next most used social media tool was

    texting or SMS, which most respondents used every day or almost every day. Almost every participant was also using

    LinkedIn and YouTube, although most tended to use these sites only occasionally. While the majority of respondents

    indicated that they used Twitter, only three students indicated that they used the site every day. The least commonly used

    social media sites were Foursquare, which no one indicated using, and Google+, which only two respondents indicated using

    rarely. The low usage of Google+ among students is likely due to the fact that it was introduced just a few weeks before

    the class started and allowed new users by invitation only.

    Nature of social media usage: personal vs. academic vs. professional

    On average, students in the class spent almost 9 hours weekly using social media for personal use, 5.5 hours for

    academic use and 6.5 hours for professional use (Figures 1, 2, and 3). When asked what their primary reason for using socia

    media was, the most common answer among students was keeping in touch followed by socializing and networking. Only

    two students indicated that they do not use social media regularly. One wrote that this was because social media is timeconsuming,whiletheotherremarked,Idontseethebenefitofdailyposting.

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    Survey Results

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    Interviews

    While initial qualitative research online (in the form of the survey) told us that medical students most often learn of

    new products and technologies from their professors and colleagues. Additional qualitative research (in the form of in-person

    interviews) informed our ultimate decision to directly target medical students.

    Intalkingwithtwopracticingophthalmologistsandmedicalprofessors(oneinhismid-30sandtheothersome20

    years his senior), we learned that just as when they went to medical school, there is very little promotion of products and

    very rarely do students or professors in fact use their own equipment. Both individuals were very familiar with the Welch

    Allynbrand,sayingthatthemajorityoftheirclassroomswereoutfittedwiththecompanysproducts.Neitherindividual

    knew about the iExaminer, but when given details seemed interested. The older professor seemed more skeptical over using

    an iPhone for medical purposes and thought that he would have to see the product in use before he made a purchase or

    used the product himself. Both men said that they learned of new products from company representatives and medical

    conferences. While our online survey results led us to believe that we would target professors because of their influence over

    students, the professors themselves said that they rarely even discuss products or technologies with students. Ultimately

    it seems as though professors have much less influence over students in terms of products than do those responsible with

    outfitting rooms.

    We then went to Upstate Medical Campus and talked with a group of 5 current medical students to confirm our

    findings and to understand how they interact with medical brands. We were surprised to find that advertising materials

    and brands are virtually non-existent on medical campuses. At least in the case of Upstate Medical, students are not even

    allowed to have pens with brand messages on them. They told us that when they were accepted to school they were given

    a list of recommended products (many of which were Welch Allyn), but few buy them and every product that they actually

    need is provided to students by the school. We told them about the iExaminer and there was a great level of interest. One

    student said that while he likes the idea of the product, he questions whether or not it would affect how patients viewed

    their doctor (perhaps as unprofessional). Additionally, one student said that he believed that an iPhone is a personal device

    andthatpatientsmightthinkwellwait...Ihaveoneofthosetoo.Despitethishowever,studentssaidthattheirprofessorsdo not use technology very frequently in the classroom, a fact that leads us to believe that there is a need for reverse

    mentorship (the students informing the teachers) to popularize and publicize the iExaminer device.

    Using the iExaminer as a teaching aid would improve the current way in which instruction on how to view the

    Fundus is done, moving forward Welch Allyn should consider packaging the iExaminer with necessary adapters and additional

    equipment to facilitate the usage of the product as an instructional tool for live demonstrations.

    The Insight

    Ultimately we came away with this insight:

    Students will be difficult to reach through professors,and marketing to the schools themselves is done with reps. A

    digital strategy will have to appeal to their professional interests, advance their development as a student of medicine, and

    creatively demonstrate the capabilities of the iExaminer.

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    Creative Breif

    Positioning Statement:

    The iExaminer is the only opthomological device that provides professionals in modern medicine with an examination

    tool sophisticated and advanced enough to connect and educate the medical community worldwide.

    Why Are We Communicating?

    To increase awareness of the iExaminer as an innovative and emerging eye care technology under the Welch Allyn

    brand,andtopromotetheproductspotentialtorevolutionizeeyecareworldwide.

    What Do We Want the Communication to Do?

    To raise awareness of the iExaminer product and demonstrate its capabilities in a meaningful and purposeful way.

    In addition, the long-term communication will aim to inspire eye care professionals to incorporate the iExaminer product intotheir existing practice.

    Who is Our Audience?

    Any medical student that has an interest in bringing quality and innovative medical care to a global community. In

    addition, the long-term communication will include eye care professionals with existing practices.

    What Do They Currently Think?

    Because information concerning medical tools is provided by the University, they are seemingly unaware of emerging

    medical technology and do not find the need to use these devices outside the classroom or hospital setting.

    What Do We Want Them to Think?

    We want them to believe that the iExaminer is an innovative ophthalmologic technology with the ability to

    revolutionize eye care worldwide.

    How Do We Make it Believable?

    We make it believable by demonstrating how the iExaminer works, proving that the product can provide higher

    qualityandmoreefficienthealthcarethantraditionaldevices(nomatterwhereitisused).TheiExaminersgreateststrengthistheproductsabilitytowirelesslytransmithighdefinitionphotographsacrosstheworldatnearinstantaneousspeedsfor

    diagnosis.Infact,thecreatorofthetechnology,speakingtothemedia,statedthatthedevicesportabilityandeaseofuse

    make it ideal for remote patients and those in underserved areas.

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    The Partnership

    Welch Allyn will partner with Orbis, a prominent entity in international eye health and care in order to put the

    iExaminertowork,usingitsrevolutionarytechnologytomeaningfullyimpactthelivesofthoseinunderdevelopedcountries.

    AccordingtotheInternationalAgencyforthePreventionofBlindness,About90%oftheworldsvisuallyimpairedpeople

    liveindevelopingcountriesandthetopcausesofvisualimpairmentarerefractiveerrors,cataractsandglaucoma,allof

    which can be more easily detected with the iExaminer product. Additionally, Orbis currently has volunteer opportunities and

    remainsrelativelyactiveinthesocialmediascape;factsthatmakethepartnershipbothattractiveandlogical.OribisCyber-

    Sightisaveryprimitiveinfrastructureforsharingimagesofeyesandthefundus.AccordingtoOrbis.com,Cyber-Sight

    startedasasimplesequenceofe-mailcommunicationsduringa1998ORBISprograminHavana,Cuba,(which)nowmakes

    it possible for ophthalmology professionals in developing countries to benefit from the knowledge and experience of ORBIS

    VolunteerFacultywhenevertheneedarises.TheuseoftheWelchAllyniExaminerwouldgreatlyimprovetheefficiency,

    effectiveness of eye care and initial diagnoses in remote locations, satisfying the needs of medical professionals in the field.

    TheiExaminersgreateststrengthistheproductsabilitytowirelesslytransmithighdefinitionphotographsacross

    the world at near instantaneous speeds for diagnosis. In fact, the creator of the technology, speaking to the media, statedthatthedevicesportabilityandeaseofusemakeitidealforremotepatientsandthoseinunderservedareas.Whilethe

    iExaminer device may in fact soon find itself in hospitals and clinics across the United States, it should first concentrate on

    realizing its potential as a telemedical device, connecting medical professionals (and most importantly students) to patients in

    need of diagnosis thousands of miles away.

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    The Execution

    Since the most important thing to any medical professional is helping the patient, a product demonstration is es-

    sential to show just how much better the doctor or nurse can serve those in need with the iExaminer. Accordingly, Welch

    Allyn will take product demonstration to a bold and grandiose stage, partnering with Orbis and running a nationwide contest

    to send three U.S. medical students to Africa to use the iExaminer to conduct eye examinations and transmit their photos

    back stateside for more in-depth analysis and for cataloging purposes. This idea demonstrates a clear understanding of the

    strengths of the product and promotes not only humanitarian initiatives, but also adoption of telemedical devices in health-

    care. The details of the contest are outlined below:

    UltimatelythegoalofiExamineAfricaistoEducate,Demonstrate,andEngage

    Welch Allyn will launch a highly interactive microsite for iExamine Africa, a contest for current college students to work

    with a professional team of healthcare providers in the third-world, travel to Africa for one week during the month of

    December(allexpensespaid),andreceiveaWelchAllynStudentKit,andacollectionofWelchAllyndevices(including

    the iExaminer) that they can keep even after their trip is over. The site will serve as not only a place for specific

    information, but also as a place to collect submissions and eventually host student and professional interactions during

    the actual visit.

    The application process will include a standard paper application, registration on the microsite, and a one minute

    videoaddressingonesimplequestion:WhydoyouwanttogotoAfricatousetheWelchAllyniExaminer?Video

    submissions will be accepted for six weeks and three winners will be selected. Two selections will come from a panel of

    threejudges;onefromWelchAllyn,onefromOrbis,andonebeingthecreatoroftheiExaminer,Dr.WycheColeman.

    Additionally, the final selection will be based on the number of views

    Winners of the contest will travel two days before the trip to meet the team that they will be working with and will be

    instructed on how to operate the iExaminer device. Throughout the entire process, participants are expected to be active

    on social media to publicize their activities. Once on the ground and working, the students will use the iExaminer to

    examine eyes in villages throughout Africa and wirelessly upload the images to the microsite for consultation. Members

    of the microsite community can then remain connected and involved in the entire process by viewing the images and

    providing their feedback.

    When the process has concluded, the hope is that the students will have not only used the iExaminer to catalog and

    gather invaluable data, but also to have educated local doctors and medical staff, as well as students and medical

    professionals in the United States via the microsite. The local village will be left an iExaminer and any other additional

    items necessary to keep using the product to both examine patients and connect with the medical community in the

    U.S.

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    The Inspiration

    ThisexecutionislooselybasedoffofthecampaignfromQueenslandTourismtofillTheBestJobintheWorld.As

    wasthecasewithQueenslandTourism,thegoalistoincreaseawarenessoftheproduct.LikeTheBestJobintheWorld

    campaign, we will use a contest to generate buzz and highlight the benefits of the advertised product. While the two cases

    are most certainly different in terms of subject matter and appeal to the general public, our hope is to use similar tactics to

    replicate even a fraction of the success had by the Queensland Tourism Board. The application process for iExamine Africa is

    verysimilartothatofTheBestJobintheWorld.

    The Digital Strategy

    With the core idea for raising awareness of the iExaminer amongst medical students in place, the issue of course

    is how to promote the contest through digital means. While the contest application process and subsequent interactions

    between the iExamine Africa team and their online colleagues stateside is in itself a digital idea, the ways in which Welch

    Allyn garners interest amongst medical students to apply and engage with their content in the first place needs be well

    thought out and purposeful. Public Relations can generate press releases and make efforts to gain media attention to

    publicize the contest, but as our survey data and personal interviews prove, the audience that Welch Allyn and the iExamine

    Africa campaign is trying to reach are online and accessing their content and information from a multitude of different

    touchpoints. The proposed digital strategy will employ search, blogs, social media, and targeted interactive video to promote

    iExamine Africa.

    Search Strategy

    To promote this cause effectively, the use of both a paid search and organic search would be required. Also the use

    of a long tail approach will be more effective than a short tail considering that this program and the brand is concentrating

    on a specific target audience. This is confirmed from the survey conducted in which 30% of the participants felt that simply

    typing out the phrase into an online search engine was a sufficient way of finding the information they wanted.

    For paid search, some of the suggested keywords include:

    iHealthAfrica

    iExamine Africa

    Telemedicine

    WelchAllyn iExamine Africa

    Ophthalmologists in Africa

    Ophthalmologists consulting in Africa

    Eye imaging with iPhone

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    Microsite:

    The microsite is primarily focused on communicating information concerning iExamine Africa, the program partnered

    with Orbis allowing medical students in the the field of Ophthalmology to travel to places that require their assistance. This

    site would provide information about the program, the objective, the admission process and also allow them to participate

    by submitting their applications online. Besides an application process, this site will also allow the students who were not

    admitted in the program to participate in consulting/diagnosing with the cases posted on this site by the volunteers in Africa

    through the iExaminer device. This would create an effective user engagement online allowing them to participate in the

    conversation happening on the microsite.

    The microsite created will be a highly interactive responsive website. The homepage will carry a map of the

    destination on the homepage with interactive markers that, when clicked, will provide a brief description of the current

    situationofthatlocation.Thedomainnameofthiswebsitewouldbeiexamine.com.Thiswillactasalandingpagelinked

    from both WelchAllyn.com and Orbis.com.

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    Social Media

    Facebook:Medical students being so difficult to communicate advertising to, Facebook acts as an excellent medium to

    communicate re-targeted advertisements based on user profile. The advertisement will serve as an opportunity for the user

    to engage with the advertisement on their wall which will lead them to the microsite.

    Youtube:Google provides their clients with the opportunity to partner on Youtube. This agreement allows its clients to

    featurevideosfromtheirplaylistsonusershomepage.Thesefeaturedvideosarenotadsoranysortofpaidadfor

    searches on Youtube. iExamine Africa could use this opportunity and create a playlist consisting of their promotional and

    educationalvideospertainingtotheiExaminerandtheirprogram.Thesevideoscouldbeplacedasfeaturedvideosonusers

    profiles based on the previous choices of content. This would provide iExamine Africa with the opportunity to achieve the

    desired reach amongst its target audience.

    Youtube video concept:The concept of our primary YouTube video (which will run as pre-roll to a highly targeted audience of Google/

    YouTubeusers)isfairlysimple.ThevideowillbebasedoffofthecurrentvideoofDr.ColemanonthesideofMt.Kilimanjaro

    using the device. Our video is based on the fact that doctors want to see products demonstrated in person. While the online

    execution obviously cannot put the device in their hands, a video can show the product at work in an exciting way.

    The video will open-up on an iExaminer eye exam being performed on an African child as they sit on a hospital bed in a

    doctorsoffice.Theproductwillbepredominantlydisplayedandtheeaseofuseandqualitydisplaywillbehighlighted.

    ThescenewillpanouttoshowthedoctorsofficeplantedrightinthemiddleofaremoteAfricanvillage.

    The medical professional will then send the image and it will be received in the United States, showing up on the new

    Welch Allyn microsite.

    There will then be a brief synopsis of the iExaminer and contest, followed by a call-to-action to apply. the video will

    conclude with an interactive element in the form of a clickable box that allows users to learn more/go to iExamineAfrica.

    com.

    Twitter: Twitterallowstheadvertiserstopromoteaccountsonuserswalls.Basedonanalgorithm,Twittertakesinto

    account who the user is following and determines other accounts that the user must follow. This would seem beneficial to

    iExamine Africa as they would be able to get specific followers to whom they wish to target their messages to.

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    Blogs marketing :These blogs can be used as a medium that can be used to raise awareness of iExamine AFRICA either through ban-

    ner click-through ads or actual blogs written by renowned medical professionals on their blog sites. Some of the blogs are

    listed below :

    Otherthingsamanzi

    MedGadget

    BetterHealth,LLC

    Lifeinthefastlane

    MusingsofaDistractibleMind

    Science-basedMedicine

    Scienceroll

    The Measurement(s)

    DefineSuccess:

    The success of the campaign will be measured by overall awareness of the trip/product and engagement with the

    campaign through digital and social media.

    DefineConversion:

    Conversion for this campaign will be measured in two ways. The first way will be by the number of applicants

    received, as a high number of applications suggests the campaigns ability to generate interest surrounding the iExaminer/ trip

    to Africa. In addition, conversion will also be measured by the amount of visitors to the microsite that click through for more

    information (as a high number of click throughs would suggest an increase in awareness and interest concerning the device).

    Social Media Impact:

    HighamountsoftraffictotheFacebookpage,YouTubechannelandTwitterpagewillsignifyastrongsocialmedia

    presence,ultimatelysuggestinganincreaseofawarenessinthetrip/product..Similarly,highnumbersofLike/Share

    interactions, subscription/video views and interactions/mentions, suggest visitors engagement with and interest in the

    campaign.

    Website Stats:

    Highnumbersofuniqueandreturnvisitorstothemicrositeindicatethecampaignsabilitytoeffectivelyreach/

    generateinterest.Inaddition,highnumbersofclickthroughvisitorstothemoreinformationsectionofthemicrosite

    suggests the campaigns ability to generate interest in the product/create awareness.

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    Goals

    Microsite

    Goal for Total # of Applications:300+ Applications to the site in 6 week period

    GoalforclickstoMoreInformationsection:30%ofsitevisitorsclick-throughtoMoreinformationGoalfortimespentonpageforMoreInformation:3.5minutes(a1minuteincreaseovercurrentWelchAllynmicrosite)

    Goal for unique pageviews/user: 2

    Social Media

    Twitter: 10% increase in mentions on Twitter

    Facebook:10%increaseinLikesonFacebook

    YouTube: 10% increase in new channel subscriptions for the iExamine Africa playlist

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    Citations

    GlobalFacts|InternationalAgencyforthePreventionofBlindness.Home|InternationalAgencyforthePre

    vention of Blindness. N.p., n.d. Web. 17 Apr. 2013. .

    http://www.academia.edu/1514567/The_Integration_of_Social_Media_into_Courses_A_Literature_Review_and_Case_Study

    from_Experiences_at_Tufts_University_School_of_Medicine

    Ryan,D.andJones,C.(2011).Thebestdigitalmarketingcampaignsintheworld.Philadelphia:KoganPageUSA.