Here’s a list of the sessions I’m most looking forward to on Tuesday, including some thoughts on what I hope to learn:
The Digital Health Revolution. How Technology Will Extend and Expand Our Lives (9:00 am)
John Nosta, Digital Health Evangelist, Strategic Advisor, Google Health Advisory Board
I’m interested to hear John Nosta’s thoughts on how businesses can shift to “light speed” in health innovation. Recently, I was thinking about this in relation to audience identity management (AIM℠) technology, which lets you leap from traditional marketing communications to a dynamic model based on digital communications.
Perfecting the Art and Science of Customer Experience Marketing (12:00 pm)
Chad Evans, Senior Director, Customer Experience, Stryker Endoscopy; Kim Aasen, Director, Integrated Marketing Communications and Services, Medela; Kathi Mishek, Global eBusiness Manager, US Business Services, Digital Marketing Operation, 3M Healthcare; Gail McDaniel, Manager, Advertising and Promotion Compliance, Cook Medical
This panel discussion will look at new ways to harmonize sales and marketing through customer experience mapping and customer experience design. I’m curious to see how knowing the identity of the physicians who visit your website can support these initiatives.
One possibility is using website data to measure the impact marketing is having with your target and potential surgeons, as well as upmarket referrers. When you know what content physicians are most interested in, you can make the customer experience rich and meaningful for them.
Though consumers are an important piece of customer experience marketing, nothing supplants the physician relationship. By strengthening that relationship, you help physicians help you.
Identifying Physicians by Name at Your Website (4:30 pm)
David Reim, Chief Product Officer, DMD
Marketers have wanted to know the identity of their website visitors since the first healthcare sites were launched 20 years ago. David Reim will explain how AIM solves this problem by reporting the name, NPI number, medical specialty, and practice location of the “tagged” physicians who visit your website. This has powerful implications for email and website marketing, and provides an efficient way to expand your med device user base. I’ll be on hand to answer your questions after David’s presentation and throughout the conference in our booth.
Developing Successful Marketing Campaigns for New Product Launches (5:00 pm)
Athar Mirza, Director, Marketing, US Hospital Products, Baxter Healthcare Corporation
After spending millions of dollars and many years developing your product, it’s finally time to launch. Athar Mirza will discuss ways to optimize your launch by using a variety of online tools to complement your traditional, offline plan. I’m especially interested in his views on integrating strategies across multiple digital platforms, such as email and websites, which continue to be successful in engaging physicians where they want to learn – on their digital devices.
There are more interesting sessions than I could fit in this one blog. I’ll be back with my top picks for Wednesday’s sessions next week.