Three Wise Dames

Marketing in the Life Science Industry

Power of Combining Brands May 11, 2011

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

PurThread Home Page

Controversies in Hospital Infection Prevention Blog


Guest Post: Barbara Dunn from HAI Watch News

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” (, 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:

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


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