Welch Allyn needed to launch a digital campaign for the iExaminer, a medical device adapter for their ophthalmoscopes. Targeting physicians-in-training and practicing physicians, our group conducted extensive research on their product usage, point of purchase, and online media habits. Our team created a feasible and affordable digital campaign, from concept to execution ideas, that Welch Allyn can execute to drive conversion. The plan was pitched to Welch Allyn representatives who highly commended our team's focus on growing brand awareness, building customer value and relationships, improving purchase intentions and developed a metrics-driven digital marketing plan.

1. iEXAMINER:
Digital Marketing Proposal
Joshua Crafter
Andrea Kwiecinski
Carlos Pérez
IsabelaVer

3. iEXAMINER
Table of Contents
Welch Allyn in the Medical Field
Online Traction and Purchase Challenges
Online Advertising Plan
Objectives
Target Market
Consumer Insights
Big Idea
Tactics
Creative Brief
Creative Executions
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5. iEXAMINER
Welch Allyn in the Medical Field
WelchAllyn is a well-known brand among those in the medical field.They are known as a company
that provides quality equipment that helps medical practitioners diagnose diseases and perform
surgical procedures. Doctors from varying specialties are very much aware of Welch Allyn to a
point that it is almost synonymous to a diagnostic set that is essential for conducting physical
exam: an ophthalmoscope, a stethoscope, and an otoscope.
Online Traction and Purchase Challenges
Given that lifestyles of medical practitioners are very different from the average American
consumer, the team decided to touch base with people active in the industry.After all, at the very
core of every advertising campaign is the consumer, digital or not (Ryan and Jones, 2012).
Based on interviews conducted with 25 participants from the field of medicine, awareness of
Welch Allyn as a brand starts from the most powerful form of advertising: word of mouth (class
discussions). Medical students are often required to bring a diagnostic set for their Physical
Diagnostics Class, a course usually taken in their third year of medicine proper.They then hear
of Welch Allyn from senior medical students and see Welch Allyn devices used by residents and
consultants or doctors alike.
The common pattern for purchasing any other retail item online does not fully apply to how
medical devices are purchased. Usually, consumers will search via Google for a product they need
or they want online, read available reviews, compare selling price between e-commerce sites and
consider to purchase. Such pattern is very representative of the digital purchase funnel discussed
in class.However,in a quest to purchase a diagnostic equipment,such an ophthalmoscope,different
factors are considered which often depends on the “medical life stage” one is in.Acknowledging
that medical practitioners do not have a lot of time to spare and spend a good amount online, it
has been determined by the team through social ‘listening’ that there are hardly any conversations
available online regarding purchasing ophthalmoscopes, the iExaminer or Welch Allyn in general.
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6. Medical students have the option to purchase a brand new equipment through a Welch Allyn
promotion staged in their schools,throughWelchAllyn’s website or buy a second-hand equipment
used by senior medical students who decided to pursue a specialty that no longer requires the
need for an ophthalmoscope.
Residents, on the other hand, normally don’t need to purchase their own equipment as
everything needed to conduct rounds and patient check-ups are already provided by the hospital.
For residents specializing in Internal Medicine, Ophthalmology, Family Medicine, Neurology, or
Pediatrics, they don’t really consider upgrading their equipment until they pass their respective
board exams and are well into starting their private practice or a group practice. Once they do,
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7. iEXAMINER
they are most likely to purchase it from a Welch Allyn medical representative that the hospital is
affiliated with. If, however, they decide to practice in a hospital, they might not consider upgrading
their Ophthalmoscope at all since they have access to most, if not all, of the needed equipment
in the hospital.
Finally, consultants (practicing physicians and teaching physicians,) may need more convincing to
purchase a new device all together.They are those who have set ways in their practice and are
often not that open to upgrading a device. However, their recommendations on purchasing a
product are considered highly valuable by their younger colleagues, residents and students.
Despite the high awareness on Welch Allyn as a company, the iExaminer, as a sole product, is not
known. Some may have heard of it from the grapevine. However, those who have been introduced
to the product in the course of developing this advertising plan, showed interest in the product
and how it will be beneficial to their practice -- especially now that there is a move for medical
records to be digitally archived and with telemedicine on the rise.
Online Advertising Plan
Set Objectives
Advertising the iExaminer online aims to achieve the following key objectives:
1. Create awareness on both Welch Allyn and the iExaminer among medical students
2. Solidify the key point of conversion for residents in select specialties
3. Build iExaminer credential amongst consultants and prove benefits to their practice
4. Create buzz and word of mouth on the iExaminer amongst different physician levels
We have selected this four-step process to create long-lasting and sustainable relationships with
our selected targets.The Welch Allyn iExaminer will be the specific piece of equipment to create
this connection and build the physician-Welch Allyn relationship around.
Target Market
The following groups have been selected based on their likelihood to use Ophthalmoscopes
more often.
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8. Primary Target: Physicians-in-training
1. Incoming and graduating residents, more specifically in specialties of Ophthalmology,
Internal Medicine, Neurology, Family Medicine, and Pediatrics.
2. Medical students who have yet to purchase their own ophthalmoscope
The primary target represents the best demographic for building a trusting relationship withWelch
Allyn as provider of quality medical devices and ophthalmoscopes.Although Welch Allyn is known
to dominate the medical device market in the United States, the company still needs to be able to
touch base with the new entrants into the medical field or specialization. Moreover, while medical
students are not required to purchase their own ophthalmoscopes in their first two years, building
the students’ preference and trust for the Welch Allyn brand must be established early on.
Primary Target Persona: Dr. Martin Ambron
Dr. Martin Ambron is a 30-year-old Neurology medical resident in his last year at New York-
Presbyterian University Hospital of Columbia and Cornell. He lives in
a 1-bedroom apartment in New York City, makes $65,000 a year and
regularly works 80 hour weeks. He usually just stays at home during his
free time, but will go out to dinner with his fiancee when they are both
free, which is rare.
Dr. Ambron owns an iPhone, an iPad and a laptop, and brings all his
devices to the hospital. He has a few games in his iPhone and only gets
to play them for a short time during breaks due to his hectic schedule.
He subscribes to HBO GO so he can catch up with his favorite shows.
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He’s particularly excited that Game of Thrones is back on. He accesses his email with his iPhone
because he’s always on the go, and he’s updated his iPhone and iPad to include all the same
medical apps just to make sure he has access to them whenever and wherever it’s needed.
Additionally, he uses his iPad to access patient files and medical records through the hospital’s
medical files system.
Secondary Target: Medical Professionals
1. Doctors/Consultants who have earned the respect of their respective specialty
associations, academic institutions and medical affiliations
2. Facilities departments of training hospitals that recommend which device or
equipment should be invested in and made available to the physicians in the hospital
Senior and experienced doctors will be able to influence purchase by their junior physicians and
residents. Full-time practicing doctors, armed with experience from their own subspecialities,
gain the trust and respect of the new breed of physicians.They are the influencers that can change
opinions and sway points of views about a product and a practice in general.Training hospitals, on
the other hand, consider investing in a device through its price, benefits to the doctors’ practices
and of course, the hospital’s relationship with the device manufacturer.
Secondary Target Persona: Dr. Randy Myers
Dr. Randy Myers is a 55-year-old Ophthalmologist and a teaching
consultant at the Eye Trauma Center at Johns Hopkins Hospital. He
owns a 4-bedroom house in Howard County, Maryland and is living with
his wife Gina, a practicing private dermatologist. He brings his Audi A8
everyday to work.As a new empty nester, Dr. Myers is now able to spend
more weekends playing tennis in the country club. Moreover, he and his
wife now have more time to go out on dates. They have just recently
started using Google Search to look for good restaurants nearby.
Dr. Myers accesses information through paper copies of newsies, journals and online websites. He
owns a desktop computer (which he uses most of the time when he’s home), a desktop computer
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10. in his clinic, a laptop (which he uses for presentations and lectures), an iPhone to check e-mails
on the go, and an iPad mini to present to patients while he does his rounds, helping him explain
how cataract removals or laser procedures will be like.
Although this plan is meant to maximize the online channel to spread awareness and boost
conversion for Welch Allyn, the power of corporate relationships and influence via personal
experience of a product cannot be discounted. Blurring the line that divides offline and online
platforms (as per class discussion) is a step needed by Welch Allyn to drive conversion.
*Note: Personas have been based on profiles of interviewees and demographic information from
Nielsen Prizm.
Consumer Insights
Doctors are humans, too.
Medical students,residents,and practitioners spend 100-hour weeks at schools or at the hospitals.
The very demanding profession has already led 38% of US doctors showing symptoms of burnout
(Reuters, 2012). Because of the challenges they face everyday, doctors appreciate anything that
will simplify their practice and anything that will buy them more time to attend to patients or
simply, have more time for themselves.These people look for and cherish the little relaxation time
they are afforded. Shorts breaks within the day are spent using their mobile devices to quickly
read news, connect with friends, play short games, just like the rest of the average population.
Doctors are pressured to be precise with their diagnosis and prescriptions.
Physicians go through years of rigorous training because they need to be able to handle diseases
that may dictate if one will live or die. Simply graduating and becoming a doctor isn’t the end
of the training they will receive.They must stay abreast of latest technological trends, practices
and equipment available. Despite extensive knowledge and years of experience, doctors may
still make mistakes - except that these mistakes can cost someone’s life or a physician’s entire
practice. Performing a routine test or procedure incorrectly, misdiagnosing or delayed diagnosis
may lead a physician bankrupt from lawsuits, loss of medical license, and the eroding of their
reputation and everything they have worked so hard to achieve.
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The BIG Idea
DIAGNOSE WITH EVIDENCE.
The use of x-rays, MRIs, CT-Scans, among others, are very common. Physicians need to see the
results to help confirm their initial findings and rule out other possibilities.While the medical field is
based off training plus experience, it is mostly a field dictated by informed opinions, as technological
limitations prevent medical practitioners from making 100% accurate diagnoses. The Welch Allyn
iExaminer looks to fill a void in that process, albeit a small one.TheWelch Allyn iExaminer will allow
medical practitioners to seek outside and secondary opinions for eye problems in the same way
that medical practitioners seek outside and secondary opinions from fellow colleagues when they
pass along a X-Ray, a MRI, or a detailed description of a patient’s symptoms.
Tactics
Microsite
The microsite serves as the “real estate” of the product in the digital sphere (Ryan and Jones,
2012). Hence, this property needs to be properly designed, maintained and monitored. Based on
the website criteria used in class discussions, the Welch Allyn microsite http://www.welchallyn.
com/promotions/iExaminer/index.html can make improvements to better cater to the medical
practitioners who barely have time in their hands.
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12. Based on the findings from the website scorecard, the following needs to be executed:
1. Make information access in the website easier.The navigation bar at the top of the
page should be changed into a floating header that stays on the screen when scrolled.
2. Color of buttons will change whenever they go to another section (for instance, when
a user goes to to the ABOUT section, the ABOUT button will change from gray to green).
3. Sharing and collection of e-mail address should be made more apparent by placing
floating social media buttons on the side of the page.
4. Shorten the microsite URL address to welchallyn.com/iExaminer to make it easier
to remember.
5. Include a BUY button to initiate a purchase right in microsite.
6. Provide information about, and a link to, the iPhone applications (both the iExaminer
app and the game) developed to promote the products.
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The recommendations above will help simplify the user’s experience in the website. It will be
more efficient for medical practitioners to look for the information they need. Knowing how
busy they are, Welch Allyn needs to be conscious of the time they can spare to check out the
website and get the information they need.
Applications
Apart from the iExaminer application that will be linked to the iTunes store for purchase in the
microsite, other apps created by Welch Allyn will also be available. Medical students and residents
alike are normally pressed for time when it comes to catching up on readings, preparing case
reports and doing patient rounds. However, just like any classified Millenial, accessing screens
while on the go is second nature to them (Marketing to Millenials, Mintel 2012).This opportunity
can be used by Welch Allyn to develop top of mind brand awareness amongst future practicing
physicians.
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16. Applications
Apart from the iExaminer application that will be linked to the iTunes store for purchase in the
microsite, other apps created by Welch Allyn will also be available. Medical students and residents
alike are normally pressed for time when it comes to catching up on readings, preparing case
reports and doing patient rounds. However, just like any classified Millenial, accessing screens while
on the go is second nature to them (Marketing to Millenials, Mintel 2012).This opportunity can be
used by Welch Allyn to develop top of mind brand awareness amongst future practicing physicians.
Inspired by the game 4 Pics 1 Word, medical students and residents alike
can use their down time reinforcing skills in identifying parts of the eye,
detecting diseases and diagnosing potential images.This can also serve as
a mini-quiz on the go. Just like most games available, the results can be
shared on Facebook, the social media platform they use the most (based
on interviews conducted).
The app will also be used to gather e-mails and customer information.
Upon logging in the app, users need to enter their information (either
using their Facebook account or e-mail) to get into the game.The entries
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17. iEXAMINER
can then be collected by Welch Allyn to build their e-mail list
which they can use in the future.
Many physicians use iPhones because of its simplicity. Doctors
don’t have the time to go through manuals and learn how
to operate gadgets that are not heavily involved procedures
or surgeries (Hando, Ben. Medical App Journal, 2012). With Apple’s lionshare among medical
practitioners, the use of Apple devices differ per “medical life stage”. Majority of medical
practitioners use iPhones and iPads for basic means of communications (call, text, and e-mail).
However, medical students and residents in their first two years of training are those who use
mobile devices heavily for games and accessing social networks, especially during their break
times (based on interviews conducted).
E-mail Marketing
E-mail marketing and Customer Relationship Management (CRM) software will be utilized to
increase awareness for the Welch Allyn brand and the iExaminer product. Welch Allyn may
leverage the existing newsletter distribution they have. The e-mails will serve as promotional/
informational guides to alert the target audiences to products and events relative to them. E-mail
marketing and CRM software will be utilized for the following:
- Introduce the iExaminer to the relevant target audiences
- Alert medical students and residents about upcoming iCelebrate/iRelax event days (on-
ground tactics discussed later in this section), product demonstration days, and other
Welch Allyn branded events.
- Alert doctors about the introduction of new Welch Allyn products central to their area
of study.
- Alert doctors and students to upcoming visits to their university from Welch Allyn
brand representatives.
- To elicit feedback and reviews from medical students, residents, doctors, and medical
administrators about current Welch Allyn products
- To drive traffic to the iExaminer website
- To drive e-mail customers to the purchase section of the iExaminer website
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18. YouTube Channel
Welch Allyn owns an existingYouTube channel that houses informational and instructional videos
for the equipment they manufacture.There is an opportunity for Welch Allyn to use this channel
to upload coverage of events that they sponsor, campus tours and demo trials of students. Instead
of creating a separate iExaminer YouTube channel, the best course of action will be to merge the
iExaminer content with the Welch Allyn branded YouTube channel.The amount of content that
could potentially be uploaded to a separate iExaminerYouTube page is limited and we find it best
to have one fully stocked channel than multiple channels that are updated irregularly.
Time stamps will also be encoded
into each YouTube video on the
Welch Allyn brand channel. This
structure is similar to that of
songs on a CD.Each section will be
labeled,like a song,and you can skip
from section to section.TheWelch
Allyn branded YouTube channel
will feature demonstrations of the
uses of their products and filmed/
branded coverage of the events
Welch Allyn sponsors. Medical
practitioners do not have the
time to watch a 7-minute material
every time they have to refer the
video.Welch Allyn needs to set-up
a video that will save doctors time
when figuring out how to operate
the device.
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Search
Search has become a primary tool for physicians and physicians-in-training to help them in their
practice.Although they have sites they regularly visit (ie a school’s library website to access their
database, a medical journal website), they do not bookmark. Most of the time, they would go to
Google and type in specific keywords that will help lead them to the site they are looking for.
This is a habit that Welch Allyn can latch on.Welch Allyn can use keywords that may not directly
relate to the company, but at the same time still within the scope of medicine.
Online Journal Placements
Most medical students, residents, and consultants, have access to medical journals that they refer
to for their case studies and procedures. Given that this is a staple material they read both for
leisure and work, journals are channels that Welch Allyn can maximize.
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20. Additionally, two websites have been often cited by medical practitioners interviewed. Medscape.
com and uptodate.com are tools they use to help them perform better in classes and in patient
interaction. Moreover, it was established the course of the interview that physicians go to the
website of the journals they are subscribed to when they receive e-mail alerts from the publication.
The New England Journal of Medicine seems to be the most popular amongst medical practitioners.
Beyond that, residents and consultants subscribe to journals specific to their field of practice.
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On-ground Events
Welch Allyn already does on-site/campus demonstrations with their brand representatives. We
want to continue and expand the Welch Allyn’s physical and branded presence.We will do this
with two type of events.The first, dubbed iRelax, is an awareness and brand building relationship
event for medical students coming into residency. iRelax events are sponsored events hosted by
Welch Allyn on the campuses of newly placed residents to engage and familiarize them with the
iExaminer, as well as the Welch Allyn brand overall. Examples of sponsored affairs would include
networking events, dinners, product introductions with giveaways, and medical conferences.
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22. The second series of events is titled “iCelebrate”. iCelebrate events are focused on increasing
awareness and building a brand relationship between Welch Allyn and incoming medical students.
iCelebrate events would take place on select medical school campuses either on the first weekend
students move onto campus, or the first weekend after classes begin. Much like the iRelax events,
this series would be sponsored by Welch Allyn and would include networking events, dinners,
product introductions and demonstrations, giveaways, among others.
When these medical students and residents think of medical equipments, the only brand that
should enter their mind is Welch Allyn.We want to serenade them with Welch Allyn sponsored
events and promotional material that they aren’t even aware that there are other companies
producing medical equipment. Sponsored events are beneficial because they open the Welch
Allyn brand to new audiences, they allow Welch Allyn to demonstrate new products, they help
promote positive brand image, they create awareness, and they allow for the best employees to
be the connection between the brand and its consumers.
Metrics
The following metrics will be employed in order to measure the success of the proposed digital
strategy for the Welch Allyn iExaminer.
- Downloads of the iExaminer mobile application: the number of iExaminer applications that
are downloaded will be measured every three months for one year to determine the
conversation rate after the the digital strategy is implement.A count will be done on both
the free version and the paid version.This will give Welch Allyn an estimate of how many
people are purchasing the actual product versus trial of the application. It will be compared
to the starting amount of applications which have been downloaded before the start date
of the campaign.
- Downloads of the iDiagnose mobile application game: the number of iDiagnose mobile application
that are downloaded will be measured every three months for one year to determine the
awareness of the campaign. Downloads of the Medscape mobile application will be used as
a benchmark to determine if the results are favorable for Welch Allyn.
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- Traffic to microsite: the number of IP addresses that find themselves on the microsite
and for how they are there will be measured using webserver logs. From the
webserver logs the microsite can gather the following information from the visitors:
- the unique IP address of the computer
- the timestamp showing date and time
- the URI
- the file size of the returned resource
- information supplied by the user
The webserver log measurement will allow Welch Allyn to produce summary reports
of the effectiveness of the microsite.Welch Allyn can analyze the audience,
track conversations goals and conversation funnels to see when conversion happens,
and it will give Welch Allyn a complete picture of the effectiveness of the microsite.
- Inquiries from medical students/residents/consultants after launch of the e-mail
marketing campaign: the amount of inquires from the microsite will be measured
to determine the amount of awareness and curiosity in the product.Two measurements
will occur, the first measuring inquiries coming from the microsite and the second
measuring inquires in response to the email campaign.From these inquires a measurement
will be done on how many medical schools inquire about bringing a vendor to the
campus for a product demonstration.This measurement will illustrate the success of
the digital strategy to bring awareness of the new product to the target market.
- Growth of e-mail marketing list: the number of individuals that are on the email marketing
list will be measured every three months to determine the growth rate of the email list
after the the digital strategy is implement.This will determine how successful the
campaign has been in building awareness of the company and product.
- Sales: the amount of iExaminer kits sold will be a measured to determine the rate of
conversion and the overall success of the entire digital campaign.
These metrics will provideWelchAllyn with the data required to determine the ROI of the campaign.
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24. Positioning Recommendation
The Welch Allyn iExaminer is the only portable ophthalmoscope on the market that allows you
to view and capture still images of the eye. This revolutionary device allows for the sharing of
information and the reduction in the likelihood of misdiagnoses by virtue of having concrete
evidence to rely judgement on.
Creative Brief
What
To increase awareness of the iExaminer, and Welch-Allyn as a whole, among medical students
entering their final year of residency.
Who
Young Physicians-in-training
1. Incoming and graduating residents, more specifically in specialties of Ophthalmology,
Internal Medicine, Neurology, Family Medicine, and Pediatrics.
2. Medical students who have yet to purchase their own ophthalmoscope
What do they currently believe?
Most medical students and professionals are not aware of the existence of the iExaminer, and
thus are not aware of the products benefits and ease of use.
What do we want them to believe?
The Welch Allyn iExaminer is the next step in the advancement of medical technologies, an
advancement that allows the sharing of information and the reduction in the likeliness of
misdiagnoses by virtue of having concrete evidence to rely judgement on.
Single Minded Proposition
The iExaminer is the latest in innovative technologies from Welch Allyn, whose purpose
is to make life simpler, easier, and more efficient for patients and healthcare professionals
alike.
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Reason to Believe
This digital device makes the sharing of information simpler and easier, without compromising
the security of the data. The flow of information makes medical care more efficient and less
expensive.
Creative Execution
The application leverages the consumer insight that doctors, just like the rest of the average
population, need to take a break from their very hectic schedules. Residents, in particular, work
long hours every week and get short breaks while on duty.
Building relationships, whether it’s a with a person or with a brand (with a personality), takes
time.Welch Allyn needs to accessible to the target market when they want and where they want
it. And engaging with physicians during their down time, when their filters and guards are brought
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26. low, will be an opportune time for Welch Allyn.The challenge for Welch Allyn is to establish its
relevance; just by the very nature of its products, the brand can be can be deemed cold, serious
and stagnant.
For doctors, investing in a medical equipment means that they already know and are sure of
the benefits that such device will bring to their practice.The problem is, they may not have the
chance to use the product for trial or demonstration.Through the app, however,Welch Allyn can
provide a platform that will simulate the reward of using the iExaminer.The iDiagnose app will
allow users to detect a disease through images shown. Users can play against another user and
can battle out who diagnoses correctly based on the images shown in the game.
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