DIGITAL

Welch Allyn iExaminer

LAUNCH
Prepared by: Megan Blanch, Tara Karin, Liz Dearstyne, Matt Fraher, Cheng-En Lee

Contents

5 Campaign Background
6 Whats the Problem? 7 Situational SWOT Analysis

9 Target Consumer

10 Target Consumer Profile 10 Target Consumer Insights

13 Campaign Details

14 Strategic Goal 14 Core Message 15 Creative Brief 16 Launch Campaign Executional Phases 17 Microsite Analysis & Suggestions 18 Sample Creative Execution 19 Measuring Success (KPIs)

21 Appendices

22 Target Consumer Interviews 25 Target Consumer Online Maps 28 University Detailed Locations for Campaign

CAMPAIGN

Welch Allyn iExaminer

BACKGROUND

Campaign Background

Whats the Problem?

The launch campaign for the iExaminer faces the challenge of solving a two part problem:

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Students dont see buying an ophthalmoscope in their first year of med school as the beginning of a career long product/brand relationship. Its hard to see the eyes fundus and students arent aware theres a product that can enable this ability.

Welch Allyn iExaminer Digital Launch Plan

Situational SWOT Analysis

Strengths
It makes things easy! Ability to save images! Its innovative and cool, not old school

Opportunities
Leverage the connection to phone to a personal relationship Lifetime buyer/relationship begins with this product

Weaknesses

Phone potentially breaks Only iPhone 4, 4S May lead to people having to buy a phone for it, which becomes expensive in addition to the cost of the product itself

Threats
Rapidly changing phone market Students are being told they can just use the schools ophthalmoscopes instead of buying their own Uncharted territory/unfamiliar to students Other companies may develop better technology

Campaign Background

TARGET

Welch Allyn iExaminer

CONSUMER

Target Consumer

We would like to introduce you to Christine.

hristine is a 23-year-old student at SUNY Optometry. She is aspiring to be an Ophthalmologist, following in the footsteps of her father. She is originally from Syracuse, but is now living in the big city. Like many students, especially those in medical fields, she is strapped for time and money. In the little free time she has, she takes her mind off her studies by running competitively, or attending happy hours with her fellow students. The rest of her time is consumed with studying on the third floor of the student center. When she wants to procrastinate and keep up with her friends she hits up Facebook, Twitter, and Instagram. As a doctor helping others is in her blood and she enjoys volunteering for the Foundation Fighting Blindness and Soul Cycle to fight cancer. She has three years remaining in med school and is hoping to find a job in a hospital or private practice.

Important insights about people like Christine...

They dont have TIME for anything. They like when things are made EASY. They are highly competitive. Theyre poor! Thus, they like FREE STUFF! (Welch Allyn is expensive for them, so a lifetime relationship is a necessary for them to invest their money.) They like to give back/volunteer. They dont associate Welch Allyn with their phones.
* See Appendices for Supporting Research 10 Welch Allyn iExaminer Digital Launch Plan

LIF LIK TH

FE KE HIS...

Target Consumer

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DETAILS

CAMPAIGN

Welch Allyn iExaminer

Campaign Details 13

Whats the Plan?

In order to be sucessful, the campaign must use a directed core message to communicate a refined strategic goal.

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Strategic Goal: Make students believe that the iExaminer syncs with their hectic life as a med student and makes things easier. Core Message:

See what youve been missing.

Welch Allyn iExaminer Digital Launch Plan

Creative Brief
Objective
Persuade optometry students that owning the iExaminer makes their studies easier

Target Audience

Optometry students in the first half of their education who go to Ohio State University, Indiana University Bloomington, University of Houston, University of California: Berkeley, & Nova Southeastern University (top 5 biggest Opt. schools)

What does the target audience currently believe? What do we want them to believe? Single Minded Proposition Reason to Believe Tone

They spend a lot of money on other things for their education, so why waste more of it on their own ophthalmoscope when the school has ones they can use.

Make students believe that the iExaminer syncs with their hectic life as a med student and makes things easier.

Buying the iExaminer takes unfamiliar med school tools and makes them personal.

The iExaminer uses the iPhone, which is a very personal item in students lives.

Fun, Providing an escape from technical jargon

Campaign Details 15

Launch Campaign Executional Phases

The campaign will consist of a six week integrated online and mobile scavenger hunt for optometry students. It will be executed in four phases:

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Preliminary Campaign Set-up

Set up a microsite to match the campaign Create a one section extension of the current Welch Allyn mobile app. This will insure that students download the iExaminer app and work to enhance engagement. Create #WelchAllynFundusPro on social media

Competition

Each week they are e-mailed a clue of the location as to where they can find the EyeCards to scan for points. Week 1 - Restaurants/Take out spot Week 2 - Coffee Shops Week 3 - Student Centers Week 4 - Gyms Week 5 - Bars *See appendices for a detail list of specific campus locations that will be used. If they get the card, theres an eye on it. Through Augmented Reality on the app, they scan the card and find the fundus.

Launch Campaign in Schools

Introduction in top five biggest optometry schools: Ohio State University, Indiana University Bloomington, University of Houston, University of California: Berkeley, & Nova Southeastern University Have Welch Allyn representatives go brief schools on competition details and direct teams of five to register on the microsite. Teams will be competing against other teams from their school as well as teams from the other schools. Winners will get free ophthalmoscope and iExaminers at the end of the competition. School with the most points will also have a cash prize donated in their schools name to Welch Allyns Ripple Effect program.

Get Points for each fundus found, double points for being one of the first ten people to find it.

Conclusion

The winner is announced and the team receives ophthalmoscope and iExaminers Ceremony is held for the money being donated in their schools name

Campaign Longevity

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Welch Allyn iExaminer Digital Launch Plan

Find the Fundus Study Guide. All the EyeCards can be kept and reused as study aids through the Free Welch Allyn iExaminer app, allowing students to improve their skills and revisit using the app.

Examination of Current Microsite

Needs actual buying options. If you cannot buy directly through the site, make it a one-click step to a site where the consumer can buy the product. The site is not single minded or directed. You cannot scan the actual website and quickly gain information. Some information is cut off when you scroll While the swipe 360 degrees function is really innovative it lacks the option of zooming in and being able to view up close details and special knobs that are used. In order for people to the view the product they need to be able to know how well the product actually works. Reviews or testimonials would be a valuable asset. System tab and buy tab need to be two separate tabs. They do not lead to the same page.

Additions to Microsite, Optimized for Launch Campaign

Competition guidelines Reviews of competition details and guidelines List the five schools participating: Indiana University (Bloomington), University of Ohio, University of California (Berkeley), University of Houston, & Nova Southeastern University Local representatives and their contact information to field questions for designated areas Current leader board for the competition Reviews of the iExaminer Shopping cart for the iExaminer

Campaign Details 17

Sample Creative Executions

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Welch Allyn iExaminer Digital Launch Plan

Measuring Success

Key Performance Indicators (KPIs)

Team Registration/Participation: through this registration process we can gain valuable information by asking them their name, class in school, e-mail, and their history of prior use with Welch Allyn products. Lead Generation/e-mails collected Social Media engagement/activity #s used on Tweets and Instagram Sales: even the students that didnt win a free one will see how easy it makes diagnosing and they will want one. App downloads and time spent on the app

Campaign Details 19

CAMPAIGN

Welch Allyn iExaminer

APPENDICES

Appendices 21

The Research Behind Christine & The Target Consumer

Christine Morra, Suny Opt. Student
1. Where do you go online for spare time? Facebook Twitter Instagram Cnn.com Espn 2. Where do you go online to look at eye information? Google scholar for specific articles Mayo Clinic opthom websites 3. Facebook group for eye fun? Yes, about school stuff optical illusions. will share links with each other 4. What do you think about the product? I think its good but I dont know how good a picture would. oscopes give limited view. It would have to be perfected in order to see every detail. main concern is that clarity wouldnt be good 5. Do you have an iphone? yes 22 6. Where do you get your medical equipment? Special places where you buy it? reps come to school and then we send in order form. discounted price for being students. She uses Keeler 7. What kind of advertisements would persuade you to this particular product? actually seeing it done and real pictures of it 8. Where do you hang out with medical school friends? happy hours we hang out on third floor student center starbucks bars bryant park 9. How do you study? What different sites do you use? study: visual learner highlight everything when i prac highlight lab manual i try and practice every single day so i can only get better websites:moodle-assoc with school o profs make quizzes o links o articles 10. Do you like the email feature that the product has? Yes thats what is up and coming. so easy to refer them to a specialist. I think its an awesome idea. weird to think an iphone can show u everything you need. 11. What can they improve on for the product? make sure the contrast and the color. fixing any bugs with the app. being able to measure the optic cup is. very helpful and very easy. I would try out free app and then buy the app if i thought it was good. wouldnt just buy it if i didnt know. another downfall would be buying another pan optic when i already have one.

Cheng-ting Lee, Medical Student

1. Where do you go online for spare time? Facebook, Magazine sites, News site, Youtube. StudentDoctor Forum 2. Where do you go online to look at eye information? Dont usually do that. 3. Facebook group for eye fun?

Welch Allyn iExaminer Digital Launch Plan

Im not sure what this is referring to. 4. What do you think about the product? I think it could be a pretty useful tool if its well designed and programmed. It is good but only limited to iphone. 5. Do you have an iphone? Yes. 6. Where do you get your medical equipment? Special places where you buy it? I usually get it through ordering from school. 7. What kind of advertisements would persuade you to this particular product? I think the best kind is from our mentors recommendations or from my own experiences. 8. Where do you hang out with medical school friends? Bars, restaurants, through school events or activities. 9. How do you study? What different sites do you use? Study with wikipedia/up to date open, medical dictionary .com... etc 10. Do you like the email feature that the product has? Yes. 11. What can they improve on for the

product? Product should not be restricted for iPhones only.

Dr. James Karesh, Ophthalmologist

How long have you been in practice? I assume you mean since finishing my fellowship. That is diffierent from when I became licensed to practice medicine. In most, if not all states, you cn receive your medical license after a one year internship. That license is unrestricted. You can do neurosurgery in your garage if you wish, although I would have to admit any patient who came to you for neurosurgery would deserve a Darwin award. I suppose some individuals never enter residency training, but that must be a rare occurrence. Assuming you are interested in when I completed all of my formal training, the year was 1984, 29 years. Do you go online in your spare time? If so, what are the top 5 sites youd say you visit? Yes. Google, PubMed, Apple, CharlesSchwab, Wikipedia If at all, where do you go online to look at eye information. Or how do you stay current and up to date with your field?

Yes. For eye info I go to PubMed, American Academy of Ophthalmology, American Society of Ophthalmic Plastic and Reconstructive Surgery, sometime the American Medical Association. I am constantly on-line getting eye information (it is part of my current job). Even before my current employ, I was on line on a daily basis looking for eye information. I also subscribe to a number of ophthalmic journals: Ophthalmology, Survey of Ophthalmology, American Journal of Ophthalmology, Journal of the American Society of Ophthalmic Plastic and Reconstructive Surgery, Archives of Ophthalmology, Archives of Facial Plastic Surgery. I attend at least two major meetings yearly. I regulary teach residents and fellows and give lectures all of which require that I keep myself up-to-date. Relicensure in Maryland requires 50 hours of CME every two years (25/yr). You said you looked up the iExaminer on the Welch/Allyn site, what were your impressions of the product? I cannot use the product because Welch Allyn was quite short sighted in not making it available for the iPhone 5 which is what I use daily. Making a product for an old version of the iPhone (4 or 4s) is to say the least dumb, CONTINUED ON NEXT PAGE Appendices 23

no stupid. Secondly, while the site suggests that it is easy to take fundus pictures using their panoramic ophthalmoscope (which I happen to own), I believe this much easier said than done. Thirdly, I have been looking at attachments for the iPhone to take slit lamp photos similar to the Welch Allyn contraption and these are easy to construct oiut of very cheap and easily obtainable materials. So, while I didnt check the price for the hardware part of the Welch Allyn devise, it would need to be pretty low ($20-40) to incentivise me to buy it. I realize that part of the deal is software. I would have to see of Welch Allyns database storage program was better than using iphoto or one of the large commercial EMR programs (which is whatr we have at the hospital). Do you own an iPhone? Yes, iPhone 5 as well as an iPad, MacBook Pro, and a Mac Desktop (big old thing that it is). What is your current opthalmoscope? Welch Allyn. I have three: one regular, one panoramic, one compact. Where do you get your medical equipment? Are there special places where you buy it? I usually get my meical equipment through work; they order it for me and I dont know where from; the hospital is a huge purchaser 24

of medical euqipment. Otherwise, I very occassionally buy on line; only small items. How often would you say you replace or upgrade medical equipment? Ive had most of my hand instruments for years and years. I rarely upgrade. As for large equipment, the department rarely upgrades; most equipment lasts years and at prices upwards of 50-150k, there better be a really good reason to upgrade or a really rich uncle who wants to give you his money. And lastly, what do you like to do outside of practicing medicine? Outside of medicine I spend time studying talmud, going to synagogue, reading the paper, construction projects for the synagogue, woodworking, fixing things around and outside the house, being with my grandchildren, going to plays.

Welch Allyn iExaminer Digital Launch Plan

Target Consumer Online Maps

Social Media
caffiene addictions white coat stethoscope @MedSchoolLife study tricks gym sharpies #medschool post it notes pride #whatshouldwecallmedschool

Tumblr Twitter

share interesting articles

share study tips

SOCIAL MEDIA
Instagram

Facebook

Opthamology class groups share optical illustions

#medschoolproblems beer notes take-out

books coffee

E-Commerce
Steele Med School Supply Amazon AllHeart

Diagonostic Kits

ECOMMERCE

Appendices

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Target Consumer Online Maps Continued

Websites
Medscape Mayo Clinic PubMed StudentDoctor Forum Google Scholar UpToDate The New Yorker

CNN Economist

Academic

WEBSITES
WebMD

Entertainment
NetFlix

Search
Best med school websites Should I buy a diaognotist set?

Optometry Times Optomology Websites

Long Tail

SEARCH

Short Tail

Cheap medical equipment

Studying for the board optomology

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Welch Allyn iExaminer Digital Launch Plan

Mobile
Human Anatomy Atlas EverNote Optometry Times MedScape Eye Handbook

Information Source

NeoOffice

Organizational
iProcrastinate

MOBILE

Medical Apps
iFlash Quizlet

Study Aid

Optometry i-pocketcards ICD 9 2012 codes (diagnostic)

Blogs
Each school has their own for students OptometryStudents.com Buzz Feed

Academic

BLOGS

Entertainment

Appendices

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EyeCard University Locations

Ohio State University
Recreation & Physical Activity Center - the RPAC, named an Outstanding Sports Facility by the National Intramural-Recreational Sports Association (NIRSA), is centrally located and boasts more than half a million square feet of recreation, meeting, fitness, and aquatic space. Hang Over Easy - a diner located practically right on OSU's campus. It is where students congregate for breakfast & brunch, burgers, open until 7pm (Mon-Sat) 3pm (Sun) Adriatico's New York Style Pizza - take out for pizzas and calzones on campus. Has delivery and also serves as a sports bar, open until 1:30am (Mon-Thu) 2:30am (Fri) 12:30am (Sat) Closed (Sun) Buckeye Donuts - located right on High St, in the heart of the campus neighborhood, this coffee shop has been running for 42 hours, and OSU students go there as a tradition. Opens 24 hours a day. Berry Caf - located in William Oxley Thompson Library, this Caf serves deli-style sandwiches, salad, specialty coffees, and yogurt/ fruit, open until 11pm (Mon-Thu) 9:30am (FriSat) 11pm (Sun) Kildares Irish Bar - located in South Campus Gateway, it is a Irish-themed restaurant. This two-story bar has phenomenal wings (all-youcan-eat on Sundays), reasonably priced drinks, great atmosphere. including Zagat award-winning Diedrich Coffee, in the hip atmosphere of an independent urban coffeehouse. Open until 6pm (Mon-Thu) 4pm (Fri) Closed (Sat-Sun) Einstein Bros Bagels - located in Philip Guthrie Hoffman Hall's north lobby, its warm, inviting atmosphere beckons students, faculty and staff for a fresh bagel, sandwich or dessert, and a complete espresso bar featuring Melvyn's Coffee. Open until 6pm (Mon-Thu) 2pm (Fri-Sat) Closed (Sun) The Den Campus Pub - about the most popular places for students to have Happy Hour on campus. The Den is the home of Cougar Football for University of Houston students and fans. Hours: Mon-Sat 11am - 2am. Sun 12 pm 2 am.

University of Houston

Campus Recreation and Wellness Center - conveniently located right besides College of Optometry, CRW has swimming pool, basketball, volleyball, badminton, racquetball, and Intl squash courts. It also offers wellness programs for students. This is where students like to go for work out. Eric's Restaurant Hilton University of Houston - located in the Conrad N. Hilton College of Hotel and Restaurant Management, at the University of Houston's Hilton. It is a casual dining restaurant with seating for 115+ in the main dining room and bar area. Price range $30+, opens everyday from 6am - 10pm. Taco Bell - the University Center Satellite is located in the middle of campus near the School of Communication. The Satellite is home a variety of retail dining locations including Starbucks, Burger Studio and Taco Bell. Open until 6pm (Mon-Thu) 2pm (Fri) Closed (Sat-Sun) Cougar Ground - a student-run coffeehouse. This campus hot spot delivers gourmet coffee,

Nova Southeastern University

Campus Recreation - the NSU Campus Recreation team has a variety of programs to help you stay fit. Choices include intramural sports, and exercise classes for every skill level. West End Ave Deli - located on the first floor of the Library, this NY kosher style deli features freshly roasted meats sliced to order on sandwiches, wraps and salads as well as Seattle's Best Coffee, Outtakes grab & go and more.

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Welch Allyn iExaminer Digital Launch Plan

The Chef 's Table - located in Morton Terry Building, features a selection of home style favorites Monday, Wednesday & Friday. It is part of schools Health Professions Division (HPD) Caf on campus. Starbucks Caf - located in Don Taft University Center, where students get their coffee fix! This is a Starbucks branded caf featuring all students favorite coffee and espresso beverages. Open 24 hrs, 7 days a week during the regular school calendar. Supreme Court Caf - located in Leo Goodwin Building, Supreme Court Caf features grab & go salads, sandwiches, parfaits, expanded snack selection, Dunkin' Donuts coffee, hot tea and cold beverages. Geronimos Bar & Grill - Offers 36 beers on tap and a full liquor bar. Popular spot for students, it is about four minutes drive from campus. Happy hour everyday from 4:00 pm to 7:00 pm.

Student Recreational Sports Center (SRSC) popular student fitness center located on campus, strength and conditioning areas, semi-private strength and cardio studio, 9 racquetball / wallyball courts, 5 basketball / volleyball courts, 2 squash courts, Olympic size pool, indoor running track, 3 multipurpose gyms, table tennis, showers and locker rooms, tennis courts Mother Bears Pizza - popular pizza place, located at the edge of campus, available for sit down, takeout, and delivery, price range is $11-30, open until 1am (Mon-Wed) and 3am (Thu-Sat), Best Pizza in Bloomington 2005, 2006, 2007, 2008, 2009, 2010, 2011 Cheshire Cafe - unknown cafe shop located in the Collins Living-Living Center on campus, fully functional cafe, open until 12am, menu items range from $0.75-2.00, nonprofit The Village Deli - breakfast hot spot in Bloomington, open throughout the day, located at the edge of campus by all the restaurants, carry-out options Yogis Grill & Bar - American restaurant / bar, close to campus, price range $11-30, available for sit down and take out, open until 1am (SunThu) and 2am (Fri-Sat), takes reservations, full bar, Urbanspoons most popular restaurant Bars in America, 50+ crafts on draft, happy hour

University of California, Berkeley

Strawberry Canyon Recreation Area (SCRA) - features an outdoor swimming pool, ropes course, locker rooms, barbecue / picnic area, and the Haas Clubhouse, closest rec center to the University Eye Center, open until 1am (11pm on Fri, Sat) Hearst Gymnasium - three pools, locker rooms, classrooms, aerobic / dance rooms, multi-use gymnasium, closest traditional fitness center to the University Eye Center, open until 1am (11pm on Fri, Sat) Caffe Strada - Popular coffee shop, 5 minute walk from University Eye Center, free wifi, open until 12am Racha Cafe - Popular Thai restaurant that is available for sit down, takeout, and delivery, price range is under $10, close to campus Triple Rock Brewery & Ale House - Brewery and Burger restaurant close to campus, open until 1am (Mon-Thu) 2am (Fri-Sat) 12am (Sun), available for sit down and take out, happy hour

Indiana University Bloomington

Indiana Memorial Union - 2nd largest Student Union in the United States, 186 room hotel, 400 seat theatre, 300 square foot Alumni Hall, 50,000 square feet of meeting space, hair salon, restaurants, bowling alley, and rock wall.

Appendices

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