Medical Marcom

Detailing Your #MedDevice

4 min reading time

Those among you marketing medical devices, does your salesforce have iPads for electronic demos yet?

Today’s guest, Joe Doyle, the Interactive Director at HCB Health, an Austin-based healthcare ad agency, helped introduce a detailing app for a very grateful client.

He joins #MedDevice to shares how the app was developed and how the client can measure its ROI.

Joe Hage: Thanks for joining us, Joe. You were telling me @HCBHealth has developed an iPad app for detailing. Tell us about it.

Joe Doyle:
The app we just distributed lets cataract surgeons test drive a new #MedDevice. It’s in direct response to a notion they might lose control.
“Control” here being hand work. These are amazing tacticians, and need control. We show them how they remain in control with this app.

Joe Hage: What is the distinction between the app and the device? Help us understand.

Joe Doyle: The app is for one of the largest eye surgery products. The main difference between app and machine is really just the machine.
The app allows the surgeon to actually move the incision points in a video overlay, and fire the laser to see results. It has multiple scenarios to go through. It's a substitute for the reps who certainly cannot carry a #MedDevice of that size (takes up a room).

Joe Hage: The app would never be used with a patient, correct? This is just to demo?

Joe Doyle: Yes, this is just for “test drives.” It’s only distributed to the client’s saleforce.

Joe Hage: Therefore, the app did not require FDA consideration …

Joe Doyle: Correct. You know the #MedDevice industry. All experiences get sufficient legal reviews. We update older apps to keep up with new info.

Joe Hage: Right, because you have to ensure the app fairly represents the #MedDevice’s capability. I’d love to see the app. This is a competitive advantage so you can’t share?

Joe Doyle: Yes, but eye surgeons love video. Are you familiar with Eyetube?

Joe Hage: I hadn’t seen that before. I imagine there are similar sites for most medical categories.

Joe Doyle: We found that eye surgeons in particular love to see other case studies and video fits the bill. It’s familiar to these surgeons.

Joe Hage: Joe Hage: You were telling me the surgeon never touches the eyeball, the machine does that; s/he uses a mouse in surgery. Joe Doyle: Yes. S/he mimics the surgery on the touch screen, but in real life a traditional mouse and screen is used.

Joe Hage: Very interesting and, yes, I can see how this would be a useful app for demonstrations.

How did the app come about?

Did the client ask for it? Did you conceive and pitch the idea?

Did you build or outsource?

I wonder if you know Travis at @MarkMedical. He builds mobile apps for leading healthcare companies + audio drive-time training.

Joe Doyle: Good questions. Our AD, @HCB_Amy and an AS brought about the idea of an app, and we all brainstormed on it. The client is always aware of new trends, and the Account Team does a great job keeping them on top of it.

Our #MedDevice Digital Team is all about the user experience. So we create the interaction and actual design and outsource special coding, like Objective-C.

We work with several development firms, but for this app we worked with BluePlate Software.

Joe Hage: @HCB_Joe, well, be sure to check out my buddy Travis at @MarkMedical!

Joe Doyle: Absolutely.

OK. Let's change gears. How will the client measure ROI on this app? (Was it expensive to build?)

Joe Doyle: The iPad came out in ’10, so it’s still in it’s infancy. But already the APIs from SaaS, like Salesforce and Eloqua are so advanced that they can pass data reports on app usage.

Now sales managers will know what information is most popular and what was sent to physicians right from the app itself. It allows teams to adjust with popular content.

It's also nice for the #MedDevice company to have control. iPad detailing apps could be set to require updates before use. So the sales managers can ensure the team are all using the same, up-to-date, approved and on-strategy messaging.

Joe Hage: Do you have a sense what percent of #MedDevice co’s are developing apps to help their sales forces demonstrate the products?

Joe Doyle: I’m not sure on actual numbers, but I can tell you I hear “we need an app” quite a bit. I see the #MedDevice apps becoming even smarter.

I can imagine a #MedDevice app that might use a new type of sensor in a clinical setting, like measuring blood oxygen. Giving them more than just a detailing, but rather giving the physician something useful to enhance brand perception beyond the sale.

Joe Hage: … which would certainly require FDA clearance!

Joe Doyle: Yes, now we’re talking more about an iPad as an actual#MedDevice.

Joe Hage:Joe, thanks so much for your time and expertise this evening. Do you have closing advice for my readers?

Joe Doyle: The iPad is amazing for presenting, but there are many paths to choose – iPad sites, apps and more.

I would say weigh all your options and partner with someone who will bring you more than just an online PDF, but really dive deep into your #MedDevice to uncover hidden gems that mirror the advanced functionality of an iPad. It takes complete submersion and the content strategists love it.

Thanks, @MedicalMarcom. Great conversation. Hope to see you in Austin for #SXSWh.

Joe Hage: @HCB_Joe I’m thinkin’ about it …

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>>> Click to review the archive of #MedDevice chats you missed! <<<

Join the Medical Devices Group on LinkedIn to network and grow your business. #MedDevice is held most Wednesdays, 4 p.m. EST. We interview the medical device industry’s best minds and cover issues including sales, reimbursement, distribution, EMRs/HIT, regulations, and Marketing Medical Devices.

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About Joe Hage

medical device marketing

I’m Joe Hage, a Wharton MBA and 25+ year marketing professional. I specialize in marketing strategy and communications, lead generation, and website development for medical device and related companies. Discover my 350,000+ member Medical Devices Group, and meet us at our 10x Medical Device Conferences.

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