1. Click
to
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Master
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style
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Master
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style
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
1
Cadient Group©2013. All Rights Reserved. Confidential.

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to
{
dit
ACTION
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Results
eeN
Master
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style
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to
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Master
AnywhereHealth.com
2
GetResultsInAc/on.com
Cadient Group©2013. All Rights Reserved. Confidential.
ElementsOfDigital.com

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/tle
style
Agenda
edit
Master
/tle
style
Click
to
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?
3
Cadient Group©2013. All Rights Reserved. Confidential.

4. Click
to
edit
Master
/tle
style
Click
to
edit
Master
/tle
style
What’s
Different
About
Digital
Today?
How
does
digital
publishing/social
media
differ
from
previous
forms
of
media
used
by
medical
products
companies?
4
Cadient Group©2013. All Rights Reserved. Confidential.

5. Click
to
edit
Master
/tle
style
ideo
Sharing
Explosive
Rise
of
Image
and
V
Click
to
edit
Master
/tle
style
5
Cadient Group©2013. All Rights Reserved. Confidential.

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to
torytelling
/tle
style
dit
Master
Visual
S eedit
Master
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style
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to
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Cadient Group©2013. All Rights Reserved. Confidential.

7. Click
to
edit
Master
/tle
style
Play
HCP
Oto
edit
Master
/tle
sriple
Click
mnivores
=
Digital
T tyle
7
Cadient Group©2013. All Rights Reserved. Confidential.
Source:
Epocrates
2013
Mobile
Trends
Report

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to
edit
Master
/tle
style
Naviga/ng
a
Mul/-­‐Device
World
Click
to
edit
Master
/tle
style
Informa/on
consump/on
changes
over
the
course
of
the
day…
A[en/on
Interest
Decision
Ac/on
8
Cadient Group©2013. All Rights Reserved. Confidential.

9. Click
to
edit
Design:
I/tle
style
Responsive
Master
nfinite
content
varia/on
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to
edit
Master
/tle
style
9
Cadient Group©2013. All Rights Reserved. Confidential.

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edit
Master
/tle
style
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to
edit
Master
/tle
style
Social
Media
In
Ac-on
10
Cadient Group©2013. All Rights Reserved. Confidential.

11. Click
ealthcare:
Social
tle
style
dit
Master
/ Sharing
GE
H to
eedit
Master
/tle
style
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to
11
Cadient Group©2013. All Rights Reserved. Confidential.

12. Click
ealthcare:
Social
tle
style
dit
Master
/ Inspira/on
GE
H to
eedit
Master
/tle
style
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to
12
Cadient Group©2013. All Rights Reserved. Confidential.

13. Boston
Scien/fic
/tle
style
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to
edit
Master
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to
edit
Master
/tle
style
Endoscopy
Channel:
Social
Educa/on
13
Cadient Group©2013. All Rights Reserved. Confidential.

14. Click
to
Scien/fic:
Se4ng
a
New
Standard
dit
Master
/tle
style
Boston
eedit
Master
/tle
style
Click
to
14
Cadient Group©2013. All Rights Reserved. Confidential.

15. Click
to
entegrated
Device
Systems
dit
Master
/tle
style
Glooko:
Iedit
Master
/tle
style
Click
to
15
Cadient Group©2013. All Rights Reserved. Confidential.

16. Click
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edit
Master
/tle
style
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to
edit
Master
/tle
style
What
Are
Those
Marketers
Thinking?
16
Cadient Group©2013. All Rights Reserved. Confidential.

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Master
/tle
style
Paid,
Oo
edit
Marned
Media
Click
t wned,
E aster
/tle
style
•
•
•
17
Cadient Group©2013. All Rights Reserved. Confidential.
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.

18. Click
to
edit
Master
/tle
style
Marke/ng
Automa/on
Mstyle
Click
to
edit
Master
/tle
aturity
18
Cadient Group©2013. All Rights Reserved. Confidential.

19. Click
to
eMarke/ng
Dominates
Search
in
US
dit
Master
/tle
style
Content
edit
Master
/tle
style
Click
to
How
the
various
terms
performed
in
Google
Trends
over
the
past
few
years.
SOURCE: CONTENT MARKETING INSTITUTE CHART USING GOOGLE TRENDS DATA 01/09/2013
19
Cadient Group©2013. All Rights Reserved. Confidential.
http://cdn.business2community.com/wp-content/uploads/2013/01/contentdominatechart.jpg

20. Click
to
eetarge/ng
/tle
style
Search
o
edit
Master
/tle
style
R dit
Master
Click
t
20
Cadient Group©2013. All Rights Reserved. Confidential.

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/tle
style
Context
Across
aster
/tle
style
Click
to
edit
M Channels
21
Cadient Group©2013. All Rights Reserved. Confidential.

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/tle
style
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style
FDA
Social
Media
Hearings…
Four
Years
Later
22
Cadient Group©2013. All Rights Reserved. Confidential.

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to
Hdit
Master
/tle
style
What’s
eedit
Master
/tle
style
Click
to
ot?
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
23
Cadient Group©2013. All Rights Reserved. Confidential.

24. Click
to
entegrated
Device
Systems
dit
Master
/tle
style
Glooko:
Iedit
Master
/tle
style
Click
to
24
Cadient Group©2013. All Rights Reserved. Confidential.

25. Click
to
Ndit
Master
/tle
style
What’s
eedit
Master
/tle
style
Click
to
ot?
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
25
Cadient Group©2013. All Rights Reserved. Confidential.

26. Click
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Yet…
/tle
style
uChek?
Not
Master
/tle
style
Click
to
edit
Master
26
Cadient Group©2013. All Rights Reserved. Confidential.

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/tle
style
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/tle
style
Ques/ons?
27
Cadient Group©2013. All Rights Reserved. Confidential.

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/tle
style
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edit
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/tle
style
Chris.Mycek@cadient.com
28
Cadient Group©2013. All Rights Reserved. Confidential.