Three Wise Dames

Marketing in the Life Science Industry

Marketing Tool Kits: Exemplary Compliance October 10, 2011

Updated post

In Lisa’s post about legacy marketing, she extols the virtues of doing things well and I couldn’t agree more especially when considering the legal realities associated with industry codes–AdvaMed, PhRMA, CMSS, et. Al. If those acronyms are alphabet soup to you then please take the time to read up and come back, I’ll wait.

Bottom line (and one of my truth’s):

Health care providers must own their reputations and practice marketing.

What that means to companies is that they can supply to all QUALIFIED CUSTOMERS with a DIY Marketing Tool Kit.

The company determines exactly how a customer qualifies as long as those rules are applied consistently across the customer base. Here are some qualifications:

  • Complete product training program
  • Perform a minimum number of cases to demonstrate competency
  • Perform procedures in a specific site of service
  • Have admission privileges to at least one hospital facility
  • Have an active medical/DEA license
  • Agree to make specific dollar contributions to a turnkey marketing program with a third party vendor.

If your management team wants you to just dole out money for customer’s marketing activities without a formal program, push back. Regulators can see the brightly lit money trail a mile away. Here’s an example:

[Newly added 10/10/11]

Here’s a Press Release from Office of the Inspector General about a military cardiologist getting sentencing because of benefits received from a variety of activities including dinners with sales reps.

NPR Story:

Here’s a story from the AP on Massachusetts reporting of payments to physicians. “The report was the result of a 2008 state law that banned some types of gifts outright and required companies to report other types of payments.”

Note how the state has categorized the payments to physicians:

“That’s according to a new report from the state Department of Public Health, which said the payments included speaking and consulting fees, meals, and education and marketing programs.”

Doing it right is more than a compliance issue–it’s a mindset. People value what they pay for and they are more engaged in success when they have skin in the game. Everybody wins when customer marketing programs are both compelling and compliant.

(C) 2011 all rights reserved eGold Solutions.

  • Marketing Tool Kit post series:

MedTech Vision 2011 Conference October 2, 2011

Filed under: Debbie,Lisa,MedTech Women,strategy,Women consumers — Debbie Donovan @ 2:54 am

THEME: Advancing Care through Access, Cost and Innovation: Opportunities in the New Era of Med Tech

Lisa and Debbie spent two glorious days at this inaugural event. It was incredible to be in a room filled with powerful, successful women all from the MedTech industry. It was a nice change of pace to have the focus just on devices and diagnostics (no pharma or biotech, with all due respect). Speakers from all corners of the industry were featured in keynotes and in well organized panel discussions—each could have gone on for hours. The setting, refreshments and accommodations were spectacular, especially for out-of-area attendees.

Hats off to the catalysts and organizing committee; since you were able to pull off a stunningly successful event, you have a group ready to set a new course for evolving the industry that has captured our hearts and minds.

Quotable Moments–highlights from our notes:

Thursday AM

Thursday PM

Friday AM

Related links

Medtech Vision 2011

MedTech Women

2011 (C) eGold Solutions and pH Consulting; all rights reserved.


MedTech Vision 2011 Conference Thursday AM

Filed under: Debbie,Lisa,MedTech Women,Patient,Women consumers — Debbie Donovan @ 2:49 am

Related Links:MedTech WomenMedTech Vision 2011 Conference

Name, Affiliation

Session Title

Notes, Quotable Moment

Bray Patrick-Lake, president and CEO of the PFO Research Foundation Patients are More Than a P-value: The Path Forward From the Patient PerspectiveKickoff Keynote Lost in translation
Be the patient; be uncomfortable.
Nancy Lynch, MD – Orthopedic surgeon, Independent Orthopedic Technologies Consultant Physician Panel – Defining and Addressing the NeedModerator How does the product positively change the patient flow and meet the clinical goal?

Francine Kaufman, MD – Pediatric endocrinologist, Children’s Hospital of Los Angeles; Former President, American Diabetes Association; Chief Medical Officer and VP, Global Medical, Clinical and Health Affairs, Medtronic Diabetes


Panelists Lots of unmet needs in chronic diseases – primarily time to support and reinforce care protocols:  Need to be creative and consider other avenues to assist patients to assist themselves, i.e.  Physician extenders – as in nurse educators at drugstores to meet and work with patients, web-based live interactive coaching to reinforce patient specific protocols and fundamentals for disease management – because the patient doesn’t absorb everything in the 15 minute visit with the doctor.

Donna Pacicca, MD – Orthopedic surgeon, Children’s Mercy Hospital, Kansas, MO

Panelist Pediatrics – the very definition of unmet needs.  Nearly everything used in pediatric care is derived from remaking adult designed product – understandably it is not profitable to make for every size pediatric patient, however manufacturers should make for range, specifically for pediatrics. Also, observe how physicians work – what processes, patient flow, how they use the product before designing something new

Shyamali Singhal, MD, PhD, Surgical Oncologist and Medical Director, Cancer Center at
El Camino Hospital

Panelist Clinical studies are designed to show benefit from mortality, vs. Quality of Life – there is a real opportunity in the QOL realm.

Manufacturers need to ensure that their developments DO NOT add steps, process additions, time, inconvenience or demand additional resources be added for the sake of using a new product – think reduction of time, resources, learning curves of the providers simultaneously while benefiting the patient


Bonnie Weiner, MD – Professor of Medicine, University of MA Medical School; Director Cardiovascular Medicine Fellowship Program, St Vincent Hospital; Board Chair, Chief Medical Officer Accreditation for Cardiovascular Excellence; Former President, Society for Cardiovascular Angiography and Interventions Panelist Unmet needs can best be defined by [manufacturer’s] assembling all the available data (instruments, processes, tx protocols) to find the needle in the haystack – that makes it better for the patient and easier for the physician.  Follow a physician through a day of patient treatment BEFORE making the perfect widget.   Great opportunities in development that align with defining care protocols that take into account risk stratification leaving room for further intervention if indicated
Tamara Elias, MD – Principal, Essex Woodlands Investment in Medtech Panel – Where Do We Go from Here?Moderator Cycle or fundamental shift?
Amy Wendell – Senior VP Strategy and Business Development, Covidien Susan E. Morano – World Wide VP of New Business Development, Johnson & Johnson Medical Devices & Diagnostics Group Beckie Robertson – Managing Director ,Versant Ventures Mercy Forde – Senior Relationship Manager, Venture Capital & Private Equity Services,
Silicon Valley Bank Ashley Ledbetter Dombkowski, Ph.D. – Chief Business Officer, 23andMe
Panelists All echoed:Product ideas that landed in a white space and fill significant, unmet clinical needs.
Deal structures involve new collaborative models

2011 (C) eGold Solutions and pH Consulting; all rights reserved.


MedTech Vision 2011 Conference Thursday PM

Filed under: Debbie,Lisa,MedTech Women,Patient,Women consumers — Debbie Donovan @ 2:39 am

Name, Affiliation

Thursday PM Sessions

Notes, Quotable Moment

Sandra J Miller – Director, Kauffman Labs for Enterprise Creation Lunch & CEO Roundtable – The New Face of Leadership


What’s your word?
K. Angela Macfarlane – President and CEO, ForSight Labs Panelist Hold problems
Beverly Huss – President and CEO, Vibrynt Panelist Still haven’t found what I’m looking for
Lisa Earnhardt – President and CEO, Intersect ENT Panelist Get alignment (not necessarily consensus)
Ferolyn Powell – DVP & GM, Abbott Vascular Structural Heart (formerly CEO of Evalve, Inc) Panelist Hire your sister
Hire taller (then self)
Alexandra Lansky, MD – Director of Yale Cardiovascular Research Group New Clinical Opportunities Panel – Health of Women, Not Just Women’s HealthModerator Health issues unique to women and hire incidence in women
Lisa M. Tate – CEO, WomenHeart: The National Coalition for Women with Heart DiseaseLynn Westphal, MD – Director of Women’s Health at Stanford University

Ellen Goldberg – Marketing Strategy Consultant; former Vice President, Marketing, Crescendo Bioscience

Cardiovascular Panelists If under diagnosed then it’s under treated—funnel is not right size.
Deborah Kilpatrick – Senior Vice President, Commercial, CardioDxMarie Barry – Industry Consultant, Biotechnology and Pharmaceuticals

Vibeke Strand, MD, FACP, FACR – Adjunct Clinical Professor in the Division of Immunology and Rheumatology, Stanford University School of Medicine

Rheumatoid Arthritis Panelists No cures
Higher incidence of cardiovascular problemsPracticed patient
Anne Abreu – Director of Reimbursement, Sonitus Medical Reimbursement Case Study Panel – Getting Good Innovation Paid For
Without Breaking the Bank Moderator
Anything is possible; nothing is easy
Betsy Thompson, MD, DrPH – Chief Medical Officer, CMS Region IX Panelist Consider the magnitude of the risk and benefit against reasonable and necessary
Robin G. Cisneros – National Director, Medical Technology Assessment and Products, The Permanente Federation Panelist Look at everything (data wise)Dr. Eddy—QOL are things patients feel and care about
Liesl Cooper – VP Healthcare Economics, Policy and Reimbursement, Covidien Panelist Ecosystem is changing
There’s an art to health economics
Lisa Suennen – Managing Member, Psilos Group Managers Healthcare Costs and Innovation Panel – Friends or Foes? Moderator Key innovations?
Molly Joel Coye, MD, MPH – Chief Innovation Officer, UCLA Health System, University of California, Los Angeles Panelist Show customers how to make the decision
Remote home monitoring + telemedicine
Michelle Heying – President and COO, DynaVox Technologies Panelist Cost sensitivity in the patient pathway
Tablet technology
Deneen Vojta, MD – Senior VP of the UnitedHealth Center for Health Reform and Modernization Panelist Solve a real problem
Facebook as adult anti-depressant
Ginger Graham, former president and CEO, Amylin Pharmaceuticals, and former group chairman, Office of the President, Guidant Corporation Continuing to Innovate in Today’s Economic and Regulatory EnvironmentIndustry Keynote GeneticsRetail-ization of healthcare delivery

Globalization of middle class

Healthcare companies redefined models

Personal Technologies

  • Stand without moving
  • Make statements without upward voice inflection

Related Links:

MedTech Women

MedTech Vision 2011 Conference

2011 (C) eGold Solutions and pH Consulting; all rights reserved.


MedTech Vision 2011 Conference Friday AM

Filed under: Debbie,Lisa,MedTech Women,Regulatory,Women consumers — Debbie Donovan @ 2:33 am

Name, Affiliation

Friday AM Sessions

Notes, Quotable Moment

Ellen Zane, president and CEO Tufts Medical Center, Boston MA Bringing it All Together: Clinical Practice, Industry, Research & Education Providers brand increases cost
Insurers need to be value-driven Employers’ fair share
Consumers need to become cost conscious and take responsibility Government pay fairly
Lisa Greenwald-Swire, JD – Principal, Fish & Richardson Emerging Markets Panel – New Frontier of Growth Moderator Expanding middle class Health care system consuming implants, disposables and diagnostic imaging
Nancy Travis – Vice President Global Strategy Advamed, former Deputy Director of US State Dept Office of Economic Policy in the Bureau of Easter Asia and Pacific Affairs Panelist In the next 5 years, China will export more med tech to the UYS/EU—current quality is low, counterfeit
Wendy X. Shao – Managing Director & Chairman of Board of R&D Systems China Co. Ltd. Panelist Healthcare identified as a key industry in the 12th 5-yr plan
Natasha Leskovesk, RN, JD – Partner, Cooley LLP, former researcher, NIH Regulatory Panel – Panels, Pivotals and Pain Moderator Data needed to satisfy agency is also needed to sell product to customers
Debra J. Rasmussen – Senior Director Regulatory Affairs, Companion Diagnostic CoE, Johnson & Johnson Panelist JNJ keeps submitting on schedule, focused on customer needs and wants
Jonette Foy, Ph.D. – Acting Deputy Director for Science & Regulatory Policy, Office of Device Evaluation, CDRH Panelist Communicate with agency early and often, flurry of draft guidance—please comment, improving transparency and predictability
Elaine Tseng, JD – Partner King & Spalding LLP, former FDA Counsel Panelist Draft guidance is making more clear the practice that has developed and is in use
Cindy Domecus, RAC (US & EU) – Principal, Domecus Consulting Services LLC Panelist “I no longer have the answer, just pray”
510(k): there’s a lower tolerance for the gap between base products and equivalents
trend toward de novo process
Tamara Fraizer, JD, PhD – Principal, Fish & Richardson Entrepreneurship Panel – Starting and Building Successful Companies in the New World Order Moderator Patent reform bill signed into law by Obama
Are leaders born or made?
Stacy Enxing Seng – President, ev3/Covidien Peripheral Vascular Panelist Born + rise to occasion Find the unmet and unfunded needs
Denise Zarins – Co-Founder, Ardian/Medtronic Panelist Born + education + luck (track record)
Karen Talmadge, PhD – Co-Founder of Kyphon and former start-up CEO Panelist Born (passion)
Prove the opportunity to yourself—be skeptical No short cuts, do each step
Erica Rogers – COO, Medicines360 and co-founder of Visiogen Panelist Born + big company experience See one; do one
Not all great ideas get enough funding to get to market

Related Links:

MedTech Women

MedTech Vision 2011 Conference

2011 (C) eGold Solutions and pH Consulting; all rights reserved.


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