Elise Grose Weston Johnson Edmee Jorge Shruti Sundararaman To Tra

Welch Allyn Project

Tasked with rejuvenating medical student interest in purchasing diagnostic sets from Welch Allyn with a digital strategy, we set out to raise awareness of the product and demonstrate its capabilities in a meaningful and purposeful way.

Primary Research
About 285 million people are visually impaired worldwide: 39 million are blind and 246 million have low vision (severe or moderate visual impairment) Preventable cause are as high as 80% of the total global visual impairment burden About 90% of the worlds visually impaired people live in developing countries Globally, uncorrected refractive errors are the main cause of visual impairment Cataracts are the leading cause of blindness 65% of visually impaired, and 82% of blind people are over 50 years of age, although this age group comprises only 20% of the world population Top causes of visual impairment: refractive errors, cataracts and glaucoma Top causes of blindness: cataracts, glaucoma and age-related macular degeneration The number of people visually impaired from infectious diseases has greatly reduced in the last 20 years

Customer Map

Medical Student Usage of Social Media

All of the following data was provided by a third-party source and reproduced here for the benefit of informing this study.

Pre-Course Social Media Survey

Frequency of usage of social media sites and tools Every student who completed the pre-course social media survey indicated that they were using at least five of the eleven social media sites and tools listed in the survey, which included Twitter, Twitter chat, Facebook, LinkedIn, Google+, Foursquare, YouTube (or video sharing), Flickr (or photo sharing), texting or SMS, Skype, and webinars. Other social media technologies not included on the survey list, but which students indicated they were using, included: Google talk (gtalk), MSN, social bookmarking, RSS feeds, and blogging. The most commonly used social media site among respondents was Facebook, which more than half of respondents indicated they used every day. The next most used social media tool was texting or SMS, which most respondents used every day or almost every day. Almost every participant was also using LinkedIn and YouTube, although most tended to use these sites only occasionally. While the majority of respondents indicated that they used Twitter, only three students indicated that they used the site every day. The least commonly used social media sites were Foursquare, which no one indicated using, and Google+, which only two respondents indicated using rarely. The low usage of Google+ among students is likely due to the fact that it was introduced just a few weeks before the class started and allowed new users by invitation only. Nature of social media usage: personal vs. academic vs. professional On average, students in the class spent almost 9 hours weekly using social media for personal use, 5.5 hours for academic use and 6.5 hours for professional use (Figures 1, 2, and 3). When asked what their primary reason for using social media was, the most common answer among students was keeping in touch followed by socializing and networking. Only two students indicated that they do not use social media regularly. One wrote that this was because social media is time consuming, while the other remarked, I dont see the benefit of daily posting.

Survey Results

Interviews
While initial qualitative research online (in the form of the survey) told us that medical students most often learn of new products and technologies from their professors and colleagues. Additional qualitative research (in the form of in-person interviews) informed our ultimate decision to directly target medical students. In talking with two practicing ophthalmologists and medical professors (one in his mid-30s and the other some 20 years his senior), we learned that just as when they went to medical school, there is very little promotion of products and very rarely do students or professors in fact use their own equipment. Both individuals were very familiar with the Welch Allyn brand, saying that the majority of their classrooms were outfitted with the companys products. Neither individual knew about the iExaminer, but when given details seemed interested. The older professor seemed more skeptical over using an iPhone for medical purposes and thought that he would have to see the product in use before he made a purchase or used the product himself. Both men said that they learned of new products from company representatives and medical conferences. While our online survey results led us to believe that we would target professors because of their influence over students, the professors themselves said that they rarely even discuss products or technologies with students. Ultimately it seems as though professors have much less influence over students in terms of products than do those responsible with outfitting rooms. We then went to Upstate Medical Campus and talked with a group of 5 current medical students to confirm our findings and to understand how they interact with medical brands. We were surprised to find that advertising materials and brands are virtually non-existent on medical campuses. At least in the case of Upstate Medical, students are not even allowed to have pens with brand messages on them. They told us that when they were accepted to school they were given a list of recommended products (many of which were Welch Allyn), but few buy them and every product that they actually need is provided to students by the school. We told them about the iExaminer and there was a great level of interest. One student said that while he likes the idea of the product, he questions whether or not it would affect how patients viewed their doctor (perhaps as unprofessional). Additionally, one student said that he believed that an iPhone is a personal device and that patients might think well wait...I have one of those too. Despite this however, students said that their professors do not use technology very frequently in the classroom, a fact that leads us to believe that there is a need for reverse mentorship (the students informing the teachers) to popularize and publicize the iExaminer device. Using the iExaminer as a teaching aid would improve the current way in which instruction on how to view the Fundus is done, moving forward Welch Allyn should consider packaging the iExaminer with necessary adapters and additional equipment to facilitate the usage of the product as an instructional tool for live demonstrations.

The Insight
Ultimately we came away with this insight: Students will be difficult to reach through professors,and marketing to the schools themselves is done with reps. A digital strategy will have to appeal to their professional interests, advance their development as a student of medicine, and creatively demonstrate the capabilities of the iExaminer.

Creative Breif
Positioning Statement: The iExaminer is the only opthomological device that provides professionals in modern medicine with an examination tool sophisticated and advanced enough to connect and educate the medical community worldwide. Why Are We Communicating? To increase awareness of the iExaminer as an innovative and emerging eye care technology under the Welch Allyn brand, and to promote the products potential to revolutionize eye care worldwide. What Do We Want the Communication to Do? To raise awareness of the iExaminer product and demonstrate its capabilities in a meaningful and purposeful way. In addition, the long-term communication will aim to inspire eye care professionals to incorporate the iExaminer product into their existing practice. Who is Our Audience? Any medical student that has an interest in bringing quality and innovative medical care to a global community. In addition, the long-term communication will include eye care professionals with existing practices. What Do They Currently Think? Because information concerning medical tools is provided by the University, they are seemingly unaware of emerging medical technology and do not find the need to use these devices outside the classroom or hospital setting. What Do We Want Them to Think? We want them to believe that the iExaminer is an innovative ophthalmologic technology with the ability to revolutionize eye care worldwide. How Do We Make it Believable? We make it believable by demonstrating how the iExaminer works, proving that the product can provide higher quality and more efficient health care than traditional devices (no matter where it is used). The iExaminers greatest strength is the products ability to wirelessly transmit high definition photographs across the world at near instantaneous speeds for diagnosis. In fact, the creator of the technology, speaking to the media, stated that the devices portability and ease of use make it ideal for remote patients and those in underserved areas.

The Partnership
Welch Allyn will partner with Orbis, a prominent entity in international eye health and care in order to put the iExaminer to work, using its revolutionary technology to meaningfully impact the lives of those in underdeveloped countries. According to the International Agency for the Prevention of Blindness, About 90% of the worlds visually impaired people live in developing countries and the top causes of visual impairment are refractive errors, cataracts and glaucoma, all of which can be more easily detected with the iExaminer product. Additionally, Orbis currently has volunteer opportunities and remains relatively active in the social mediascape; facts that make the partnership both attractive and logical. Oribis CyberSight is a very primitive infrastructure for sharing images of eyes and the fundus. According to Orbis.com, Cyber-Sight started as a simple sequence of e-mail communications during a 1998 ORBIS program in Havana, Cuba, (which) now makes it possible for ophthalmology professionals in developing countries to benefit from the knowledge and experience of ORBIS Volunteer Faculty whenever the need arises. The use of the Welch Allyn iExaminer would greatly improve the efficiency, effectiveness of eye care and initial diagnoses in remote locations, satisfying the needs of medical professionals in the field. The iExaminers greatest strength is the products ability to wirelessly transmit high definition photographs across the world at near instantaneous speeds for diagnosis. In fact, the creator of the technology, speaking to the media, stated that the devices portability and ease of use make it ideal for remote patients and those in underserved areas. While the iExaminer device may in fact soon find itself in hospitals and clinics across the United States, it should first concentrate on realizing its potential as a telemedical device, connecting medical professionals (and most importantly students) to patients in need of diagnosis thousands of miles away.

The Execution
Since the most important thing to any medical professional is helping the patient, a product demonstration is essential to show just how much better the doctor or nurse can serve those in need with the iExaminer. Accordingly, Welch Allyn will take product demonstration to a bold and grandiose stage, partnering with Orbis and running a nationwide contest to send three U.S. medical students to Africa to use the iExaminer to conduct eye examinations and transmit their photos back stateside for more in-depth analysis and for cataloging purposes. This idea demonstrates a clear understanding of the strengths of the product and promotes not only humanitarian initiatives, but also adoption of telemedical devices in healthcare. The details of the contest are outlined below:

Ultimately the goal of iExamine Africa is to Educate, Demonstrate, and Engage Welch Allyn will launch a highly interactive microsite for iExamine Africa, a contest for current college students to work with a professional team of healthcare providers in the third-world, travel to Africa for one week during the month of December (all expenses paid), and receive a Welch Allyn Student Kit, and a collection of Welch Allyn devices (including the iExaminer) that they can keep even after their trip is over. The site will serve as not only a place for specific information, but also as a place to collect submissions and eventually host student and professional interactions during the actual visit. The application process will include a standard paper application, registration on the microsite, and a one minute video addressing one simple question: Why do you want to go to Africa to use the Welch Allyn iExaminer? Video submissions will be accepted for six weeks and three winners will be selected. Two selections will come from a panel of three judges; one from Welch Allyn, one from Orbis, and one being the creator of the iExaminer, Dr. Wyche Coleman. Additionally, the final selection will be based on the number of views Winners of the contest will travel two days before the trip to meet the team that they will be working with and will be instructed on how to operate the iExaminer device. Throughout the entire process, participants are expected to be active on social media to publicize their activities. Once on the ground and working, the students will use the iExaminer to examine eyes in villages throughout Africa and wirelessly upload the images to the microsite for consultation. Members of the microsite community can then remain connected and involved in the entire process by viewing the images and providing their feedback. When the process has concluded, the hope is that the students will have not only used the iExaminer to catalog and gather invaluable data, but also to have educated local doctors and medical staff, as well as students and medical professionals in the United States via the microsite. The local village will be left an iExaminer and any other additional items necessary to keep using the product to both examine patients and connect with the medical community in the U.S.

The Inspiration
This execution is loosely based off of the campaign from Queensland Tourism to fill The Best Job in the World. As was the case with Queensland Tourism, the goal is to increase awareness of the product. Like The Best Job in the World campaign, we will use a contest to generate buzz and highlight the benefits of the advertised product. While the two cases are most certainly different in terms of subject matter and appeal to the general public, our hope is to use similar tactics to replicate even a fraction of the success had by the Queensland Tourism Board. The application process for iExamine Africa is very similar to that of The Best Job in the World.

The Digital Strategy

With the core idea for raising awareness of the iExaminer amongst medical students in place, the issue of course is how to promote the contest through digital means. While the contest application process and subsequent interactions between the iExamine Africa team and their online colleagues stateside is in itself a digital idea, the ways in which Welch Allyn garners interest amongst medical students to apply and engage with their content in the first place needs be well thought out and purposeful. Public Relations can generate press releases and make efforts to gain media attention to publicize the contest, but as our survey data and personal interviews prove, the audience that Welch Allyn and the iExamine Africa campaign is trying to reach are online and accessing their content and information from a multitude of different touchpoints. The proposed digital strategy will employ search, blogs, social media, and targeted interactive video to promote iExamine Africa.

Search Strategy
To promote this cause effectively, the use of both a paid search and organic search would be required. Also the use of a long tail approach will be more effective than a short tail considering that this program and the brand is concentrating on a specific target audience. This is confirmed from the survey conducted in which 30% of the participants felt that simply typing out the phrase into an online search engine was a sufficient way of finding the information they wanted. For paid search, some of the suggested keywords include: iHealth Africa iExamine Africa Telemedicine WelchAllyn iExamine Africa Ophthalmologists in Africa Ophthalmologists consulting in Africa Eye imaging with iPhone

Microsite:
The microsite is primarily focused on communicating information concerning iExamine Africa, the program partnered with Orbis allowing medical students in the the field of Ophthalmology to travel to places that require their assistance. This site would provide information about the program, the objective, the admission process and also allow them to participate by submitting their applications online. Besides an application process, this site will also allow the students who were not admitted in the program to participate in consulting/diagnosing with the cases posted on this site by the volunteers in Africa through the iExaminer device. This would create an effective user engagement online allowing them to participate in the conversation happening on the microsite. The microsite created will be a highly interactive responsive website. The homepage will carry a map of the destination on the homepage with interactive markers that, when clicked, will provide a brief description of the current situation of that location. The domain name of this website would be iexamine.com. This will act as a landing page linked from both WelchAllyn.com and Orbis.com.

iEXAMINE
APPLY MISSION

AFRICA
ABOUT US CONTACT US

EXAMINE ABROAD APPLY TODAY

iEXAMINE ABROAD
Welch Allyn has partnered with Orbis to give students the opportunity to travel and examine people in developing countries.

WHERE WE WORK
Orbis has over 15 locations all over the world where students are able intern.

WELCH ALLYN
With the development of the iExaminer by Welch Allyn, students are finally able to photograph and send photos of the back of the eye to anywhere around the globe.

About Us

Get Involved

Contact Us

Employment

Social Media
Facebook: Medical students being so difficult to communicate advertising to, Facebook acts as an excellent medium to communicate re-targeted advertisements based on user profile. The advertisement will serve as an opportunity for the user to engage with the advertisement on their wall which will lead them to the microsite. Youtube: Google provides their clients with the opportunity to partner on Youtube. This agreement allows its clients to feature videos from their playlists on users home page. These featured videos are not ads or any sort of paid ad for searches on Youtube. iExamine Africa could use this opportunity and create a playlist consisting of their promotional and educational videos pertaining to the iExaminer and their program. These videos could be placed as featured videos on users profiles based on the previous choices of content. This would provide iExamine Africa with the opportunity to achieve the desired reach amongst its target audience. Youtube video concept: The concept of our primary YouTube video (which will run as pre-roll to a highly targeted audience of Google/ YouTube users) is fairly simple. The video will be based off of the current video of Dr. Coleman on the side of Mt. Kilimanjaro using the device. Our video is based on the fact that doctors want to see products demonstrated in person. While the online execution obviously cannot put the device in their hands, a video can show the product at work in an exciting way. The video will open-up on an iExaminer eye exam being performed on an African child as they sit on a hospital bed in a doctors office. The product will be predominantly displayed and the ease of use and quality display will be highlighted. The scene will pan out to show the doctors office planted right in the middle of a remote African village. The medical professional will then send the image and it will be received in the United States, showing up on the new Welch Allyn microsite. There will then be a brief synopsis of the iExaminer and contest, followed by a call-to-action to apply. the video will conclude with an interactive element in the form of a clickable box that allows users to learn more/go to iExamineAfrica. com. Twitter: Twitter allows the advertisers to promote accounts on users walls. Based on an algorithm, Twitter takes into account who the user is following and determines other accounts that the user must follow. This would seem beneficial to iExamine Africa as they would be able to get specific followers to whom they wish to target their messages to.

Blogs marketing : These blogs can be used as a medium that can be used to raise awareness of iExamine AFRICA either through banner click-through ads or actual blogs written by renowned medical professionals on their blog sites. Some of the blogs are listed below : Other things amanzi MedGadget Better Health, LLC Life in the fast lane Musings of a Distractible Mind Science-based Medicine Scienceroll

The Measurement(s)
Define Success: The success of the campaign will be measured by overall awareness of the trip/product and engagement with the campaign through digital and social media. Define Conversion: Conversion for this campaign will be measured in two ways. The first way will be by the number of applicants received, as a high number of applications suggests the campaigns ability to generate interest surrounding the iExaminer/ trip to Africa. In addition, conversion will also be measured by the amount of visitors to the microsite that click through for more information (as a high number of click throughs would suggest an increase in awareness and interest concerning the device). Social Media Impact: High amounts of traffic to the Facebook page, YouTube channel and Twitter page will signify a strong social media presence, ultimately suggesting an increase of awareness in the trip/product.. Similarly, high numbers of Like/ Share interactions, subscription/video views and interactions/mentions, suggest visitors engagement with and interest in the campaign. Website Stats: High numbers of unique and return visitors to the microsite indicate the campaigns ability to effectively reach/ generate interest. In addition, high numbers of click through visitors to the more information section of the microsite suggests the campaigns ability to generate interest in the product/create awareness.

Goals
Microsite Goal Goal Goal Goal for for for for Total # of Applications:300+ Applications to the site in 6 week period clicks to More Information section: 30% of site visitors click-through to More information time spent on page for More Information: 3.5 minutes (a 1 minute increase over current Welch Allyn microsite) unique pageviews/user: 2

Social Media Twitter: 10% increase in mentions on Twitter Facebook: 10% increase in Likes on Facebook YouTube: 10% increase in new channel subscriptions for the iExamine Africa playlist

Citations
Global Facts | International Agency for the Prevention of Blindness. Home | International Agency for the Pre vention of Blindness. N.p., n.d. Web. 17 Apr. 2013. <http://www.iapb.org/vision-2020/global-facts>. http://www.academia.edu/1514567/The_Integration_of_Social_Media_into_Courses_A_Literature_Review_and_Case_Study from_Experiences_at_Tufts_University_School_of_Medicine Ryan, D. and Jones, C. (2011). The best digital marketing campaigns in the world. Philadelphia: Kogan Page USA.