Welch Allyn Digital Stategy

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.

Welch Allyn Digital Stategy

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