DTC - Perspectives

Medical Device Marketing – Unique Challenges and Potential
Pre-Conference Workshop – Open to Gold Pass Attendees Only

For the first time, the DTC National Conference is offering DTC marketers in the Medical Device field an opportunity to benefit from DTC National content geared specifically toward the unique challenges of advertising medical devices, surgical procedures and implantations to patients and caregivers. We invite you to attend this special session to discuss the latest issues and solutions.

DTC National Pre-Conference Agenda - Wednesday, April 7, 2010
9:00am- 9:15am	Opening Remarks
9:15am - 9:45 am	How Crystalens Kick-Started Their Marketing with an Outsourced Solution Mary Huffman, Founding Partner & EVP, Ionic Media Mary Huffman will provide learnings based on her work with Amy Jacobs at Crystalens, a division of Bausch & Lomb. Their recent campaign together included an integrated TV, print and online marketing project with direct mail, email, and telemarketing components. The purpose of this campaign was to raise awareness of the Crystalens premium intraocular lens among cataract sufferers and to drive phone calls/appointments with doctors in the Crystalens network.
9:45am - 10:15am	Case Study: ArthroCare ENT Barbara Lavery, President, Zoomedia Ben Hewett, SVP & Creative Director, Zoomedia Medical device marketers confront growing pressure to demonstrate return on investment [ROI] in both consumer/HCP advertising and brand awareness. Real metrics of performance against budgeted ad/marketing dollars are critical, especially as available resources shrink. Budgets for marketing were down by an average 10 percent in 2009 and the ability to target scarce resources to build access to the customers most likely to yield the best return is thus more vital than ever. Specifics include: Insight/examples of psychographic profiling and how this type of profiling can be used at each stage of an audiences' decision making process to guide both strategic and tactical execution Best practices around online campaign planning including setting expectations around ROI Discussion of how unbranded online communications can lay the ground work for a more effective product outreach strategy Best practices to engage and retain audiences through online channels Walk through of ArthroCare case study that puts into practice the core concepts outlined
10:15 - 10:45 am	The Changing Face of Medical Device Marketing Clay Daniells, EVP, Creative Director, Lehman-Millet As consumers become more involved in even the most complex of their health decisions, it makes sense to evaluate how to market medical device products directly to them. Lehman-Millett will use a case study from several years ago to demonstrate how to properly market a medical device then and what rules have since changed and what is still a good practice.
10:45am - 11:00am	Networking Break
11:00am- 11:45am	Direct to Patient Programs: Tactical Lead Generation of Patients from Awareness to Adoption of your Therapy or Product David Mazzotta, Global Consumer Marketing and Business Strategy, Medtronic Diabetes For a medical device, lead generation is very important. David Mazzotta discusses specific examples of Medtronic's efforts in DTC marketing of their Diabetes products to gain leads that can be turned into DTC marketing opportunities.
11:45pm - 12:30pm	Is There a True Paradigm Shift at the FDA? Brian Johnson, Publisher, Massachusetts Medical Device Journal New marching orders come on an hourly basis, almost as often as the new hires, and everyone knows that tectonic changes are occurring behind closed doors. Welcome to the new reality at the Food & Drug Administration. The nation's watchdog for food, drugs and medical devices is engaged, growing, and soon will be focused squarely on aspects of the medical device industry. What does this mean for the innovation pipeline in medical technology? And how do regulatory changes trickle down to industries that provide goods and services for the industry.