Three Wise Dames

Marketing in the Life Science Industry

3WD Interview–NurseBab a.k.a. Barbara Dehn, RN, MS, NP August 25, 2011

Filed under: 3WD Interviews,Debbie,Lisa,Women consumers — Debbie Donovan @ 4:41 pm
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NurseBarb a.k.a. Barbara Dehn, RN, MS, NP

My connections to Barbara Dehn are many. First the original wise dame, Lisa, connected with her while doing research and sent me her bio. Next, I contacted Barb for a market research project and she provided valuable insights. Then one night she was a guest at a fondue party held at my house. She was gracious enough to agree to an official 3WD interview.

  • How did you arrive in your current role?

It was a combination of luck and hard work.  Like many entrepreneurs, I started Blue Orchid Press after having an “Aha” moment while looking at a fold out map of Washington, DC and then visualizing a women’s health guide that was packed with information in an easy to read format that folded up like a map. As a nurse practitioner, I had been producing health information packets for years, so I hired a fantastic designer, rolled up my sleeves and started a publishing company.

Meanwhile I was also speaking on women’s health topics to audiences around the country and found myself in the proverbial “right place at the right time.”  A producer from NBC saw me give a talk and asked me to start appearing on live national TV as a health expert. Appearing on television is exciting and a fantastic way to reach a larger audience with important health information.

  • What do you love most about the work you do?

I love everything about my work.  I’m fortunate to have a variety of experiences. I love working with people one-on-one and hearing their stories.  I’m fascinated by their resilience, strength and ability to love and nurture.  I’ve been honored to be part of people’s lives through some of the most deeply personal and private moments from trying to have a baby and  giving birth to the transitions people and their families face at the end of life. Being fully present and listening to people and providing care and guidance  is what I’m passionate about and want to continue as long as I can.

  • Where is the most exotic place in the world that you’ve eaten?

I spent part of my childhood on Kodiak Island, Alaska, so I guess it would be one of the many summer days, eating salami sandwiches with my brothers while fishing for red salmon on the banks of the Buskin River. We were keeping one eye out for bears and  bald eagles, who’d eye us warily while they did their own fishing.  We lost a lot of lures and still caught a lot of fish.

I’m looking forward to doing more work with NurseBarb and having dinner with her again soon.

Related information:

NurseBarb’s website

NurseBarb on Twitter

NurseBarb on YouTube

(C) 2011 eGold Solutions; all rights reserved.

 

Physician Google Thyself: Helpful Perspective from AMA August 9, 2011

Filed under: Debbie,Patient,Physician Google Thyself,Reputation Management,Social media — Debbie Donovan @ 9:27 pm
Image representing Google as depicted in Crunc...

Image via CrunchBase

Today, Amednews.com published a great article by Daniel O’Connor, PhD, (Johns Hopkins Berman Institute of Bioethics, Baltimore) discussing how to handle online reviews.

The point of the article and recommendations appear toward the end. I especially like this quote:

“Whether this characterization is fair or not, many consumer-patients believe it and, feeling powerless in the face of bureaucracy, take to the Internet to express their frustrations and anger. They do this because it is what modern consumers do: express themselves through social media. We cannot, in 2011, conceive of patients as customers and then be surprised if they blog about their customer experience.”

The message is clear: patient use of social media to discuss healthcare services is not going away. Better Google yourself soon; watch this overview video (30 min) and be sure to follow the step-wise plan outlined in this post series. Contact me to receive a free Reputation Management Tracking Spreadsheet

Related Posts:

Physician Google Thyself:

(C) 2011 eGold Solutions; all rights reserved.

 

Dosie Awards at Digital Pharma West July 11, 2011

Filed under: Debbie,marketing,Patient,Social media,strategy — Debbie Donovan @ 4:18 pm
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Deb was a judge for 2011 Dosie Awards

In June, I spent a fair amount of time clicking on over 500 examples of social media in healthcare–companies, patients, industry observers–as a judge in Dose of Digital‘s 2nd Annual Dosie Awards. The winners were announced at Digital Pharma West (you can read who won here).

Here are my key takeaways from a judge and conference attendee perspective:

  • Listening: It’s about the patient–it always has been–and it’s easier then ever to discover what they are thinking and feeling. Understanding the patient journey and mapping the “listenings” from social media channels to their critical decision points is a path to successful implementation.
  • Start Small: Yes, relative to device and diagnostics, Pharma have larger overall budgets; however, the case study learnings are transferable without breaking the marketing budget. This is possible because digital implementations are scalable.
  • Purposeful cleverness is sticky: The Dosie Award Winners (presentation download) that captured the judges and popular votes were clever with a purpose and that lead to stickiness. As a judge, I would click on each site and give it 10 seconds to grab me. I noted the handful that kept me engaged beyond that point. When I cast my votes in the first round, it was easy to remember which ones stuck with me. As the winners were announced, I could envision something about each experience.

Bonus for me: At the conference, I had a chance to meet Jonathan Richman in person. He’s just as practical and passionate about social media in person as he is in the blog, on email and over the phone.

(C) 2011 eGold Solutions; all rights reserved.

 

3WD Interview–John Bashkin June 16, 2011

Filed under: 3WD Interviews,Debbie,Innovation,Products,Regulatory,Social media — Debbie Donovan @ 9:42 pm
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I met John Bashkin through our mutual membership in the Bio2Device Group. He asked me to co-author an article in MDDI based on a presentation I gave to the group in April. The article with side bar has been published–Medical Device Makers Can Learn Social Media Skills from Pharma + ShareThis Example. I’d like to introduce my collaborator.

John Bashkin

  • How did you arrive in your current role?

I began my career as a technologist and gradually became more interested in how technology and business map onto each other to create commercially successful innovation. That’s where I’ve been working for past decade or so, with particular interest in life science and medical device innovations.

  • What do you love most about the work you do?

Working across a wide variety of technologies and clinical needs pushes me to constantly learn, and that keeps the work stimulating.

  • Where is the most exotic place in the world that you’ve eaten?

In the heart of the Ranomafana National Park in Madagascar, where I was volunteering on a lemur conservation project. Exhausted, soaked to the bone, covered in mud, and flicking off leeches – a can of sardines never tasted so good!

Many colleagues know of my fascination for the medical use of leeches so I have to say that I am a little jealous of John’s experience.

(C) 2011 eGold Solutions; all rights reserved.

 

Power of Combining Brands May 11, 2011

Filed under: Debbie,DTC,Physicians,Practice Marketing,Promotion — Debbie Donovan @ 7:48 pm
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From: http://gmarketingarsenal.com/tag/fusion-marketing/

A colleague once told me that a health care provider is a value added reseller (VAR) of health care services enabled by great technology. This is no different then a VAR in the high technology computer industry. The best marketing programs for any VAR are cooperative–both parties contribute their brand and budget resources (money and time) to extend the marketing of a given product or service.

The main message is:

Obtain this [national brand] at [your local outlet]

Consumer examples:

Obtain a refreshing Coca-cola(R) beverage at your Main Street McDonalds(R)

Fry’s(R) electronics is an authorized reseller of HP(R) Printers

Health care examples:

Mountain View’s El Camino Hospital now offers the da Vinci(R) Si system for minimally invasive hysterectomy

Essure(R) permanent birth control is now performed in Dr. Mason’s Fresno office

Balloon Sinuplasty(TM) procedures are performed by Dr. Nathan at Southwest Texas Methodist Hospital

The value of the message is the exponential power of two brands joined together. Each has value on its own; however, when combined, the local health care provider legitimizes the availability of the advanced technology and the company provides advanced technology to the local health care provider.

Who wins? Everyone in the chain–the patient gets access to the medical company’s advanced technology from a local healthcare provider. I would propose that public and private payers win also and here’s why.

<Warning: Soapbox Moment>

Finally (thanks Shana Leonard) there is a conversation around devices becoming the new drugs driven off the analysis of the American College of Cardiology meeting by Reuters. Since diving into the medical device industry, I’ve come to believe if a health problem is mechanical then why not fix it with a mechanical solution instead of masking the symptoms with drugs? In many cases, this is a more cost-effective approach. Your thoughts?

(c) eGold Solutions, all rights reserved.

Related Articles
 

3WD Interview–Kathryn Bowsher May 4, 2011

Filed under: 3WD Interviews,Debbie — Debbie Donovan @ 5:51 pm

I had the pleasure of working for Kathryn Bowsher when she was the VP of Marketing at Somnus Medical Technologies. I will always be grateful to Kathryn for hiring me to help re-brand the company’s products–Somnoplasty–treating upper airway disorders (snoring, sleep apnea). It was my first client-side position and we had a great time “clearing the way.” Whenever I have needed a reality check on a situation or wanted to share something really exciting, she has been there as a great mentor. Kathryn is also one of the best networked medical executives to know and thanks to her introduction I’ve met many other great professionals. I am thrilled that she agreed to be our first 3WD interview and give her a chance to talk about what she’s doing now.

Kathryn Bowsher

  • How did you arrive in your current role?

“After consulting for 11 years, a great opportunity knocked. A CEO position in a start-up a company with an innovative technology needed someone with my background in commercializing new medical technologies. As we talked, I realized it was a perfect fit and I couldn’t pass it up.”

  • What do you love most about the work you do?

“I love working with technologies and companies that make a real difference in their pursuit of profit. It is a true double bottom line. I started my career moving cash forward for Gramm-Rudman-Hollings targets.  I’ve discovered it’s much more fun to work with health care related technologies like PurThread‘s that we believe will make a meaningful and measurable difference in hospital infection control efforts.”

  • Where is the most exotic place in the world that you’ve eaten a meal?

“In China, only three months after Tiananmen Square… I took a boat ride (that included lunch) down Li River not far from Guilin province where we encountered people living without electricity. They most likely had no idea that dramatic events had taken place in the capital.”

(C) 2011 eGold Solutions, all rights reserved.

Related Posts and Sites:

Barbara Dunn’s Guest Post on HAIWatchNews.org

PurThread Home Page

Controversies in Hospital Infection Prevention Blog

 

Guest Post: Barbara Dunn from HAI Watch News May 4, 2011

Filed under: 3WD Interviews,Debbie,Guest Posts — Debbie Donovan @ 5:49 pm
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from: http://www.haiwatchnews.com/

As a companion to our 3WD Kathryn Bowsher interview and her role as CEO of PurThread, I thought it would be appropriate to publish a guest post from blogger Barbara Dunn.

Earlier this year, the Department of Health & Human Services released its annual report on the quality of health care Americans receive. While there have been some improvements, hospitals still have work to do to put an end to the ongoing, but solvable, problem of Healthcare-Associated Infections (HAIs).

Caregivers and other healthcare professionals know steps need to be taken to protect patients from HAIs, but it will take strong leadership to make the changes necessary to reduce the likelihood of these life-threatening infections. To help achieve this goal, Kimberly-Clark Health Care launched “Not on My Watch” (www.haiwatch.com), a website that provides tools and information to help facilities eliminate HAIs.

I hope you will help in this effort by informing the readers of Three Wise Dames about this initiative. I’ve created a useful site that you’re welcome to grab resources from: http://haiwatchnews.com

Thanks Barbara, the ThreeWiseDames wish you the best in getting the word out about healthcare associated infections.

(C) 2011 eGold Solutions, all rights reserved.

Related Sites:

PurThread Home Page

Controversies in Hospital Infection Prevention Blog

 

Physician Google Thyself: Updates March ’11 March 30, 2011

Filed under: Crisis Communications,Debbie,Physician Google Thyself,Physicians,Practice Marketing,Reputation Management,Social media — Debbie Donovan @ 10:09 pm
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Almost a year ago, I published the series Physician Google Thyself (with overview video) and as one might expect, many things have changed. The conclusion and reports out of SXSW provides an opportunity add some newly discovered resources that I think will help physicians leverage digital channels to manage their reputations and grow their practices.

By following Ed Bennett, I became aware of Dr. Kolmes–both were panelists at the recently concluded SXSW (South by Southwest). She exemplifies my truth about HCPs owning their their reputations. Two important discoveries that support Part IV:

  1. Dr. Kolmes is well regarded for her social media policies and other electronic recommendations for health care providers. I am excited to provide a link to these not-to-be-missed resources and they are FREE for HCP’s to use.
  2. Dr. Kolmes also uses a FREE secure email service called HushMail.com. For all the physicians that are (and should be) concerned about maintaining HIPAA privacy this is a brilliant option. Do not miss the section on email in the above mentioned social media policy that Dr. Kolmes provides to patients–it’s used for appointment logistics only and that’s OK! My philosophy is to tell everyone exactly how you will behave; if you set expectations you avoid offending someone or some other bad situation.

As an additional resource for Part IV, I’ve been investigating Reputation.com (formerly Reputation Defender). Their methods seem sound and the price seems reasonable. If you find yourself in a situation where negative information abounds, it might be a good first step to reigning in the chaos.

Reporting from that same SXSW panel session was Susan Spaight of Jigsaw who’s post titled Healthcare and Social Media: boundaries without barriers includes this suggestion:

“Dana Lewis shared a great suggestion for approaching physicians to encourage them to participate in social media. Don’t just go to them and say “We want you to do social media.” Show them why first by having the physician Google himself or herself, and explain how social media can change search engine results. Of course, there are other reasons to participate in social media, but this may help the proverbial light bulb go on.”

It’s always nice to be in sync with others. I too have seen the light bulb go on and burn brightly when physicians Google themselves. Part II contains my recommendations for search engine terms to use beyond your name.

Contact me if you want a FREE copy of a spreadsheet to help you keep track of all your listings and profiles. I’ve complied over four dozen general sites that contain HCP listings to get you started.

It’s been fun revisiting this topic and especially great to provide even more resources. If you know any resources you’d like to share, please comment. The Three Wise Dames appreciate the sharing of wisdom.

(C) 2011 eGold Solutions; all rights reserved.

 

12 Marketing Truths March 18, 2011

Filed under: Betsy,Debbie,Lisa — Debbie Donovan @ 8:48 pm
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From: http://chinesecalligraphystore.com/free-chinese-symbols/chinese-symbols-for-truth.html

The Three Wise Dames have had many experiences in health care marketing. These collective experiences have each lead us to formulate several truths that help explain the core of successes we’ve seen in our experience. Our posts expand on these truths with the intention of helping others achieve success in their roles.

4 Truths from Betsy

  • Education is a lifelong experience. Experience is a lifelong education.”  (Michael Bugeja –  journalist, author and educator)
  • Just because you can do something doesn’t mean you should.
  • Marketing begins with an understanding of who you’re trying to influence.
  • Marketing and communications initiatives shouldn’t happen in silos.

4 Truths from Debbie

  • Baby step integration of social media channels is the best way to start.
  • Efficient marketing programs are critical for success and compliance.
  • Successful selling to sales is mission critical and very rewarding.
  • Health care providers must own their reputations and practice marketing.

4 Truths from Lisa

  • Market analysis doesn’t stop or start with the doctor.
  • One size (marketing) does not fit all—especially in health care.
  • Building great teams require three rights: need, time and talent.
  • Setting expectations is like driving in a roundabout.

We know many of our esteemed colleagues also have formulated marketing truths so please feel free to post yours. Our collective wisdom can help us all continue to be successful.

(C) 2011 Merryman Communications, eGold Solutions, pH Consulting, all rights reserved.

 

Deb’s Truths March 1, 2011

Filed under: Debbie — Debbie Donovan @ 7:05 pm

From: http://chinesecalligraphystore.com/free-chinese-symbols/chinese-symbols-for-truth.html

Baby step integration of social media channels is the best way to start.

Efficient marketing programs are critical for success and compliance.

Successful selling to sales is mission critical and very rewarding.

Health care providers must own their reputations and practice marketing.

(C) 2011 eGold Solutions; all rights reserved.