Three Wise Dames

Marketing in the Life Science Industry

Putting a stake in the poop December 1, 2011

Today I began my next adventure as the Director of Marketing at Avantis Medical Systems (Sunnyvale, CA). I will be applying my marketing knowledge and experience to help the Third Eye® Retroscope® become a household name (great branding, right?). Here’s a brief description from the current website (being ever mindful of labeling):

“During a colonoscopy exam, the Third Eye provides a retrograde—or reverse—view that appears on a screen side-by-side with the traditional forward-looking view. Colonoscopy is currently the most accurate test for detection of both polyps and colorectal cancer. It also provides the best means for removing them. However, research shows that some polyps and cancers can be missed during routine colonoscopy, especially if they occur in locations that are hidden from the forward view of the colonoscope. The colon has many folds in its inner lining and contains many sharp turns, or flexures. The areas behind those folds and flexures are difficult to see with the colonoscope. The Third Eye Retroscope provides a way to visualize the hidden areas behind folds and flexures by providing a retrograde view.”

Here’s why I am so excited about this opportunity:

  • As a young marketing communications agency executive, I worked on the Hemoccult® Brand Fecal Occult Blood Test used to screen the colon for hidden blood caused by cancer and other diseases. Back then it was owned by SmithKline Diagnostics, now it’s owned by Danaher. I received two awards for a patient education poster entitled Colorectal Cancer: Facts you should know about its detection and prevention (I know, very sexy stuff). More importantly that work connected me permanently to the lifelong work of my father, Ron. For those of you that know my family, it’s beyond exciting for all of us that I am “back in the poop.”
  • The time has come to put into put a “stake in the poop” and apply all that I have learned about digital marketing, and especially social media. I can’t wait to discover the haystacks of needles, use social capital and motivate healthcare providers to find the power in combined brands. I believe it is possible to drive brand value for medical devices and diagnostics using modern marketing techniques.

I vow to continue blogging to highlight learnings and great resources I stumble upon. Feel free to ask me questions about what’s happening as you begin to stumble upon the Third Eye Retroscope and its contributions to colonoscopy and cancer detection.

Views expressed on this blog are mine alone and do not necessarily reflect the views of my employer.

In this season of giving thanks for all the blessings in my life, I want to express my gratitude for the support I have received in the past two years.

  • To Lisa for getting 3WD started and being a great mentor and friend.
  • To Betsy for her most recent colonoscopy post (looks like I get to use the image after all).
  • To my social media gurus for keeping me ahead of the curve.
  • To my incredible network of friends and family maintained on LinkedIn and Facebook.

Ole!

©2011 eGold Solutions. All rights reserved.

Advertisements
 

Expand the wisdom

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s