Welch Allyn needed to launch a digital campaign for the iExaminer, a medical device adapter for their ophthalmoscopes. Targeting physicians-in-training and practicing physicians, the group conducted extensive research on their product usage, point of purchase, and online media habits. The team developed a feasible and affordable digital campaign, from concept to execution ideas, that Welch Allyn can execute to drive conversion. The plan was presented to Welch Allyn representatives who highly commended the team's focus on growing brand awareness, building customer value and relationships, improving purchase intentions and metrics-driven marketing plan.

1. WELCH ALLYN
iEXAMINER
Andrea

2. Kwiecinski
Carlos

3. Pérez
Josh

4. Crafter
Raisa

5. Ver
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6. WHO IS SAYING WHAT?
ONLINE CONVERSATIONS
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7. WELCH ALLYN
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8. TARGET MARKET
PRIMARY SECONDARY MARKETS
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9. MEDICAL
STUDENTS
RESIDENTS CONSULTANTS
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11. WELCH ALLYN
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12. YOU’VE PASSED!
IT’S TIME FOR A SUB-SPECIALTY/PRIVATE PRACTICE
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13. THE BIG IDEA
STARTING THE CONVERSATION RIGHT
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14. IT’S BEST TO DIAGNOSE
WITH EVIDENCE
+
DOCTORS ARE HUMAN TOO
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15. DIGITAL STRATEGY
IT’S ABOUT CHOOSING WHAT NOT TO DO
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16. iEXAMINER MICROSITE
KEEPING IT SIMPLE, STUPID
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23. Tuesday, 23 April, 13

24. iDIAGNOSE MOBILE APP
iKING OF THE HOSPITAL
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25. WELCH ALLYN
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26. EMAIL MARKETING
CUSTOMER RELATIONSHIP MANAGEMENT
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27. EMAIL TIMELINE CONTENT
Customer Relationship Management Software will be used
to generate emails relevant to the customer segments
based on hospital, university, and geographic location.
Introduce product
Demo day promotion
iCelebrate/iRelax promotion
Feedback/Review
E-commerce/purchase
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28. iCELEBRATE
SHOWING OFF THE PRODUCT CREATING BUZZ
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29. WELCH ALLYN
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iCELEBRATE SPONSORED
BY WELCH ALLYN
• 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, etc.
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30. iRELAX
SHOWING OFF THE PRODUCT CREATING BUZZ
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31. WELCH ALLYN
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iRELAX SPONSORED BY WELCH ALLYN
•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, medical
conferences, etc.
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32. YOUTUBE
iEXAMINER DEMO WHEREVER WHENEVER
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34. WELCH ALLYN
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35. SEARCH
FINDING THE iEXAMINER BEFORE THE FOLD
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36. WELCH ALLYN
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MED SCHOOL
STUDENTS
RESIDENTS CONSULTANTS
•WELCH ALLYN
• DIAGNOSTIC SET
• STETHOSCOPE
• OTOSCOPE
• PHYSICAL DIAGNOSTICS
• CLINICAL DIAGNOSTICS
SET
• MATCHING
• MATCHING DAY
• SCRAMBLE
• RESIDENCY
APPLICATION
• RESIDENCY
APPLICATION CHECK LIST
• RESIDENCY
REQUIREMENT
• OPHTHALMOLOGY
• INTERNAL MEDICINE
RESIDENCY
• JOURNAL TITLES
• JOURNAL CASES
• MLE TEST/PREPARATION
• MLE REVIEW/RESULTS
•ABIM EXAM REVIEW
•ABIM EXAM TEST
PREPARATION
•ABIM EXAM RESULTS
•ABO EXAM REVIEW
•ABO EXAM TEST
PREPARATION
•ABO EXAM RESULTS
• OPHTHALMOSCOPE
FOR SALE
• OPHTHALMOSCOPE
REVIEWS
• OPHTHALMOSCOPE
RESULTS
• JOURNAL TITLES
• JOURNAL CASES
SEARCH WORDS
SELECTED BASED ON PRIMARY SECONDARY MARKETS
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37. WELCH ALLYN
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ONLINE JOURNAL PLACEMENT
• Given that this is a staple material they read both for leisure
and work, journals are channels that Welch Allyn can maximize
• Suggested websites include:
• Medscape.com
• Uptodate.com
• Primary research interviews showed these websites helped
students and residents perform better in classes and patient
interaction.
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38. WELCH ALLYN
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ONLINE JOURNAL PLACEMENT
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39. WELCH ALLYN
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ONLINE JOURNAL PLACEMENT
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40. MEASUREMENT
HOW WILLYOU KNOW THIS DIGITAL STRATEGY IS WORKING?
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41. METRICS
• Downloads of the iExaminer application
• Downloads of the iDiagnose application
•Traffic to the microsite
• Inquires from med students/residents/consultants
• Growth of the email list
• Sales
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42. QUESTIONS?
THANKYOU FORYOUR TIME!
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Tuesday, 23 April, 13