Marketing Best Practices:

Decreasing Sales Barriers Through Digital Platforms

Challenges & Solutions Through Digital Marketing

iPhone App Development – Decrease Sales Cycle Barriers

Going Green – The Prolifiq® Experience

Marketing ROI – Track Sales Throughput from Digital Tools

Why Digital Platforms: Sales Challenges/Barriers

Acquisitions/Loss of Brand Identity Combination of Sales Forces

US Visibility in OUS Company Combination of Products

Transition in Sales Strategy Changes to Sales Rep Portfolio

Internal/External PR Changes to Hospital Ordering (OMS)

Need for New Selling Tools

MAQUET CARDIOVASCULAR DIVISION:
CUSTOMER KNOW US BETTER BY OUR PRODUCTS

CARDIAC SURGERY:

Off Pump Surgery

ACROBAT and XPOSE
HEARTSTRING

Endoscopic Vessel Harvesting

VASOVIEW 6 and 7
HEMOPRO 1 and 2

Vascular Grafts:

HEMASHIELD
INTERGARD

Acquisition from:
MAQUET CARDIAC ASSIST
THERAPEUTIC SOLUTIONS NOT BRANDED LINEAR

CARDIAC ASSIST

IABP – Intra-Aortic Balloon

Counterpulsation Therapy:

CS300 Intra Aortic Balloon Console

Sensation Catheters

Acquisition of:
 MAQUET CRITICAL CARE
VENTILATION AND ANESTHESIA

SERVO-I Ventilator

SERVO-S Ventilator

Acquisition from:
MAQUET SURGICAL WORKPLACES
Non- ACQUISITION

Prefabricated OR
and ICU suites

Operating Tables

OR Lights
Challenge from Acquisitions:
3-Integral Buckets for Marketing to Focus On

Goal: Focus on electronic platforms to decrease sales barriers,

increase sales rep customer interaction time and foster unified branding efforts.

Decrease Sales
Salesforce
Branding Cycle Time
Transition
Requirement: Consolidation to 1 ‘e’ Platform
Marketing
•Professional Relations
•Professional Education
•Branding MAQUET

Clinician Support
•eHospital Field Specialists Support
Marketing •ePricing
•eHE&R Support •eSales Tracking & Analysis
•ePublication •eGPO/IDN Sales Quotes
•eProfessional •eTherapy Sales
Education •eSales Support Material

Conventions Marketing Communications

•eLead Tracking Press Release
•Decrease Expenses •eMarketing Transition
•eMarketing Special Events •eDelivery Sales Collateral
•Virtual Selling Platforms (VSP)
COMPETENCIES IN
INFRASTRUCTURE AND THERAPY

Operating Room: Hybrid OR /

Cath Lab:
General Surgery
Neurosurgery Interventional

Cardiac Surgery Cardiology

Procedures
Vascular Surgery

Critical Care Patient

Unit: Transport:
Intensive Care EMS
Cardiac Intensive AeroMedical
Care
Neonatal Intensive
Care
Challenges & Solutions Through Digital Marketing

iPhone App Development – Decrease Sales Cycle Barriers

Going Green – The Prolifiq® Experience

Marketing ROI – Track Sales Throughput from Digital Tools

Why Apple?

Customer Platform Internal Relations - Reps

IT Criteria – 1 Platform Cost Containment

iNtouch™ by MAQUET

© MAQUET 17-12-24 13
© MAQUET 17-12-24 14
© MAQUET 17-12-24 15
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© MAQUET 17-12-24 17
17
Challenges & Solutions Through Digital Marketing

iPhone App Development – Decrease Sales Cycle Barriers

Going Green – The Prolifiq® Experience

Marketing ROI – Track Sales Throughput from Digital Tools

THE MAQUET GREEN MACHINE

The Green

 The objective in adding PROLIFIQ to our Sales and Marketing tools

is to initiate a green movement and reduce the amount of paper
that is generated by MAQUET for literature fulfillment.
 The goal is to decrease the amount of paper literature that is sent to
our customers and thus decrease costs that are incurred in the
printing, warehousing and shipment of literature.
The Machine
 The PROLIFIQ platform was launched in late February at the
National Sales Meeting and we have been tracking both literature
fulfillment via RRD and PROLIFIQ usage to date to ascertain if we
are meeting our objective of reducing cost and the distribution of
paper literature.
THE MAQUET GREEN MACHINE

Reduce Paper

Reduce Costs

Use PROLIFIQ

Expand PROLIFIQ
Prolifiq’s iPhone & iPad apps

 Rep-Triggered Communications
 Reps quickly and easily find, consume, share, and discuss compliant
information with HCPs
 Tradeshow Lead and Event Management
 Allow reps to send invites with registration links, take leads and have
immediate customer follow up with content and auto-notify of local rep with
copy of message. Marketing has real-time event rosters and attendance.
 Socialized, Internal Communications
 Eliminate “inbox overload” with a secure, internal social network for reps to
read and discuss company news, critical updates and educational events
Mobile Prolifiq®
Enterprise Chat
Live Video / Content Sharing
 Why Sales Loves Prolifiq®

Professional, Latest
Content

“Prolifiq really makes us look responsive and high tech - the type of image we want to project.”
Why Your Customers Love Prolifiq

Speed and Ease of Find/Format

• Video and Brochure in one

email
• Format and quick to read
content
Personal, Branded & Compliant

Include a
personal Professional
message message delivery

Choose the
product content
Products bundled
you want
for quick and easy
sending

Choose content a
la carte
Why Marketing Loves Prolifiq – ROI Tracking

Top Messages
Top Messages # Opens
# Sent

Top Messages
Message # Clicks Generated
Drill Down

Click to View
Message
Maquet Success to Date

Total Clicks
80%
Total Sends & Recipients 2000
49%
2000
1500
49%
1500
1000
44%
1000
Total Sends 500 38%
24% % = Click Through Rate (CTR)
500 Total Recipients
0
0 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11

Total Opens & Unique Opens

10000

8000

6000
Total Opens
4000 Unique Opens

2000 % = Open Rate

44% 61% 62% 55% 38%
41%
0
Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11
Event Management

31
Event Center
Measurement

33
Internal Communications
What Sales Sees –
Full Visibility Into “What Happens After The Call”
What Compliance Sees – Immediate access to a
comprehensive audit trail for sales communication

Communications
History Records
(eCHR) for all Sales
Communication
Why Prolifiq?

 Enable the Life Sciences rep of the future

 Help reps quickly and easily find, consume, share,
and discuss information
 Measure events, content performance, and sales
force communication activities
 Bring speed, savings, and compliance to regulated
sales processes
Challenges & Solutions Through Digital Marketing

iPhone App Development – Decrease Sales Cycle Barriers

Going Green – The Prolifiq® Experience

Marketing ROI – Track Sales Throughput from Digital Tools

ROI Calculations Annualized for 2011

Decrease
Salesforce Sales
Branding Transition Cycle Time

Tiered Payout Program

 eBranding (~$302,000)
- Unique Hits vs. Website (vol) -Traffic increase 61% in 4 Months
- Decrease Traditional Ad’s - QR Readers, Digital Ad’s, eBlast
 Sales Force Transition to Apps (~$147,000*)
- Removed 3 Databases –MAQUET iNTouch™
- ~200 Print Forms
- Sales to internal Requests Reduction
 Decrease Sales Cycle Time – Prolifiq® (~$276,000)
- Reduction of print Material by ~50% year 1
- Decreased FedEx shipping to Reps/Customers
- Customers interaction tied to Prolifiq in Real-Time
Print Ad Transition to eLeads via QR

• Increase Web Traffic 61% from QR leads

• Decreased Print Ad / Opt-In Traffic
iPhone/iPad verses Print/DVD Material

• When you or your

customers need it right now
campaign

• Go Green Campaign
Success to Date

Total Clicks
80%
Total Sends & Recipients 2000
49%
2000
1500
49%
1500
1000
44%
1000
Total Sends 500 38%
24% % = Click Through Rate (CTR)
500 Total Recipients
0
0 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11

Total Opens & Unique Opens

10000

8000

6000
Total Opens
4000 Unique Opens

2000 % = Open Rate

44% 61% 62% 55% 38%
41%
0
Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11
iTouch – Decrease Sales Cycle

Voice of Customer - Sales

• Less office time, more selling time
• Sales Tracking real-time verses reports
• Professional Education made easy

Continual Innovation

• Bi-annual update with new apps

• Internal Apps development team
Supporting Products/Therapy via e-Blast

Three Recent Studies Provide

Strong Evidence Supporting the
use of “Right” Type of e-Blast

 Distributed to more than 10,000

medical professionals
 Opt-In from Branding
 Links have clinical evidence on
medical society website
Go Digital!
Right Impact, Right Tools & Right Price

Share Your Successes &

Failures

Engagement
Opportunities

Branding Both
Internal/External

Define
Your Customer
Needs

Define
Your Business
Needs
 THANK YOU
Philip B. Freed
Vice President
US Marketing
Philip.Freed@maquet.com
Office: (973) 709-7654

© MAQUET 09-03-25 46