medical device summit_cadient_102313

Cadient Group©2013. All Rights Reserved. Confidential.

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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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[email protected]

medical device summit_cadient_102313

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