Medtech Marketing : rethinking customer engagement Claudia Orrell Product & Engagement Director www.medtechengine.com
" Your brand is a story unfolding across all customer touchpoints ." Jonah Sachs
AGENDA Audience segmentation and insight Product and brand value propositions Mapping the customer journey Reaching the customer with the best tools Engaging influencers & early adopters www.medtechengine.com
1 . AUDIENCE SEGMENTATION & INSIGHT Gone are the days of the doctor or even the fee payer as sole decision - maker . Medtech companies need to address a complex matrix of influencers , each with their own unique needs and objectives It takes up to 9 60% of Investors need Many doctors millennial months for a to be wooed as don't have a identify sales rep to get you might woo themselves as fixed desk - up to speed a lover being tech they are mobile with a product (Websummit) geeks (Imgur) first line (Qvidien) www.medtechengine.com
Insurers & Patients VCs other payors Group Doctors & purchasing Physicians organisations PRODUCT EMA/MHRA/ Nurses FDA Hospital Distributors & Regulators admin Sales reps
1 . AUDIENCE SEGMENTATION & INSIGHT A single , blanket approach is less appropriate than ever before . Treat each audience group as a separate entity , gather customer insight and create persona profiles Interviews & focus Social Listening Desk research Analytics groups What patients , users etc are Competitor research , patient Web traffic behaviour ( Google saying about the medical Online questionnaires ( Survey and user forums and blogs Analytics ); Social media condition , diagnosis and monkey , Typeform ), face to face behaviour ( Social analytics ) and treatment . Tools : Buzzsumo , interviews and focus group search behaviour ( Google Google Alerts , Sysmos discussions Adwords , Moz , SEMRush ) ASK CUSTOMERS WHAT FEATURES THEY WANT IN YOUR PRODUCT ASK CUSTOMERS WHAT OUTCOMES THEY WANT FROM USING YOUR PRODUCT www.medtechengine.com
" Obsess about the customer " Jeff Besos
1 . AUDIENCE SEGMENTATION & INSIGHT SUMMARY A DAY IN THE LIFE Female, 31 years old Clare starts every day with a change of shift meeting. She CAREGIVER CLARE Clare’s been a nurse since graduating in needs to learn from the nurse on the last shift about any 2006. Salary: 24k updates for each patient in her care. She then does a set of She works 40+ hours every week seeing rounds, to check-in with each patient, assess vital signs and 15-20 patients every day. learn of any new symptoms. It’s important to check-in often She’s dedicated and happy as a nurse, with patients to build a relationship and her role in gathering but wishes there was more time spent accurate information requires patients to trust her caring for patients and less time judgement. During each patient visit, she’s required to reviewing info and record-keeping, digitally document the interaction, including any symptoms especially in front of patients. and measurements. Each room has it’s own computer, which makes it easy to view and add patient information, but with GOALS lengthy medical history available – there’s a lot of Provide the best patient care, while potentially relevant information to sift through. She needs to keeping accurate records. see what’s relevant to her now. As she talks to the patient Have a trusting and positive relationship and types, she worries that the computer creates a barrier with patients between her and the patient. She needs input to be quick and Monitor and treat patients efficiently accurate but more subtle. Based on rounds, she decides on and effectively the rest of the day according to who needs medication Move from patient to patient effectively administered (and when), any dressings to change, or close Electronic records are wonderful but now we have too much while refreshing herself on each monitoring, etc. She makes sure to get any approval needed information and it can be challenging to find just what you patient’s status before entering their to treat patients from the doctors on staff. need while keeping your focus on the patient room KEYWORDS: Caring, efficient, accurate, trust, documentation, information FRUSTRATIONS Time management and scheduling TECHNOLOGY USE: Confident user. Main devices: Documenting patient visits while desktop computer; smart phone: email and calendar, remaining attentive medical dictionary Information overload
1 . AUDIENCE SEGMENTATION & INSIGHT PAMELA'S STORY SUMMARY PAM PATIENT Pam was diagnosed with atrial fibrillation (Afib) a few years Female, aged 44. ago. She has episodes where her heart beats erratically, and Pam works as a medical admin in it makes her feel faint and nervous. Manchester. She is divorced with three children. She She’s overweight by 30 pounds, smokes 20 cigarettes a day likes to walk but only manages to go and eats lots of fast food an microwave meals. She’s been every few weeks. told by her cardiologist that she needs to get into a routine of She is overweight, a smoker and AFib. walking regularly, stop smoking and eat more fresh fruits and vegetables. She’s scared of working out because she GOALS worries about her heart. Have a sense of control over her heart health She’s also a busy single mother, raising three kids. It’s tough Lose weight, stop smoking and feel for her to avoid fast food and manage her time. She cares healthy overall about her health, but often feels her health condition is overwhelming and that worries her more. FRUSTRATIONS Erratic heart rhythms scare her from getting physical activity Busy lifestyle presents hurdles for eating better and having time to exercise KEYWORDS: Unhealthly habits, smoker, busy, NEEDS apprehensive, AFib Motivation to workout My health worries me . I know I need to get it all back on track , Assurance that her heart is safe TECHNOLOGY USE: Reasonably confident user. Main but I really don ’ t know how . Support eating better and quitting devices: old desktop computer at home; smart phone: smoking email and calendar, social media apps
2 . PRODUCT & BRAND VALUE PROPOSITIONS Set out your brand values , product value propositions and messaging to feed into the ACTUAL customer experience . Don ’ t assume you know – research from the ground up . www.medtechengine.com
2 . PRODUCT & BRAND VALUE PROPOSITIONS PRODUCT & SERVICE PRODUCT & SERVICE SEGMENT BRAND VALUES SEGMENT BRAND VALUES VALUE PROPOSITIONS VALUE PROPOSITIONS X device will shake up X is a clinically proven, Clinically how hospitals treat Y by innovative device that is Disruptive, excellent, reducing costs, easy to use, delivers great trustworthy, Doctors / decreasing hospital stay results, reduces treatment innovative, VCs expert times and improving time but increases patient collaborative Physicians patient outcomes satisfaction X is a beautifully simple X device helps save yet supremely clever and money, time and deliver Trustworthy, Supportive, effective device can better results. expert, straight- Distributors efficient, improve your short/long- Administrative issues are Patients talking straight-talking term quality of life by Y dealt with quickly and the / Sales reps with minimal discomfort product benefits are clear X device achieves reliable, X device achieves reliable, Clinically sound, cost-effective health cost-effective health Hospital Clinically sound, reliable, long- outcomes across Y patients outcomes across Y patients reliable, efficient term cost- in less time without in less time without Insurers manage - cost-effective unnecessary frills. unnecessary frills. Positive effecticiency Excellent customer service. long-term impact ment www.medtechengine.com
3 . MAPPING THE CUSTOMER JOURNEY Following customers on their journey allows us to identify the many touchpoints where they connect with a company . Each customer group has their own unique journey – and this can be used to plan marketing strategies and tactics as well as inform product R & D . Above all : the customer experience and journey should be planned , not left to chance . www.medtechengine.com
3 . MAPPING THE CUSTOMER JOURNEY TREATMENT & MANAGEMENT DIAGNOSIS Go to check up Research Share experiences. Take medication, Receive diagnosis condition and do exercises Keep digital and package treatment journal PATIENT Make diagnosis and Direct information about new treatments to patient. Contact patient if any introduce decline in health or sign of potential complication treatment, input DOCTOR into system Take vital signs and Monitor patient's progress & contact patient when they should revisit listen to needs and doctor perferences. Set up NURSE patient profile www.medtechengine.com
4 . REACHING CUSTOMERS WITH THE BEST TOOLS Consider how at each touchpoint the customer has with the company , the customer experience can be enhanced . Be helpful . Add something . www.medtechengine.com
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