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.

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Just because you can do something doesn’t mean you should November 29, 2011

I saw the results of a study recently that supports the practice of doing colonoscopies without sedation.  Now, I know one person who, for reasons that are still a mystery to him, had a colonoscopy without sedation, and I can tell you he wouldn’t recommend it.  Just because you can do something doesn’t mean you should.

I find myself saying the same thing with so many marketing and communications practices today, especially those are easy to do it yourself.  Just because you can blog, Tweet, send out a press release or whatever, doesn’t mean you should.  What sometimes gets lost and forgotten is that strategic fundamentals haven’t changed, despite the excitement around new channels and ways to reach target audiences.

I once had a client suggest that we should send out a press release every week so that we could then Tweet it.    While I’ll be the first person to agree that press releases are valuable beyond communicating with the press, I believe you should issue a press release to announce news that supports your communications objectives, and you should Tweet things that would be of value to your followers. It isn’t about making noise.  It’s about building your credibility, brand and/or reputation.

Strategic fundamentals include asking yourself at the outset, among other things:

  • What you are trying to achieve and does it help you achieve your business objectives?
  • Who is your target audience and why should they care?
  • What do you want them to do with your information?
  • Is this channel the best way to reach and influence your target audience in these ways?
  • And does it further your overall product brand and company reputation?

The bottom line is that tactics shouldn’t drive solid marketing and communications.  Strategic fundamentals should.  And just because you can do something doesn’t mean you should if it doesn’t fit strategically.

As for me, sign me up for sedation with my colonoscopy.  How about you?

(C) 2011 Merryman Communications, Inc.; all rights reserved.

 

 
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