Visionary marketing leadership by [email protected]

Joe Doyle | Medical Marketing Leadership

Joe DoyleMedical Marketing Leadership

Discussion Overview

Career Highlights

My Perspective on Masimo

My Vision for Masimo


Discussion Overview



Career Highlights


Joseph Doyle Medical Marketing Leadership

Pharma Sales & Medical Agency

Account Management

Academic BackgroundBA Biology

BS – Pharmacy SUNY Buffalo

Creating, Strengthening &

Launching Innovative

Healthcare Brands

Global & USBrand Planning &

Execution

Medical Agency Operations & Management


Joseph Doyle Medical Agency Leadership

BGM 1Health


Discussion Overview

Career Highlights




Visionary Technology Compelling Clinical & Outcomes Data

SET

rainbow™ SET CO Oximetry

Patient SafetyNET

OEMSolutions

SEDline brain monitoring

rainbow™acoustic monitoring


Discussion Overview

Career Highlights




The Premise

deserves

Amazing Marketing Communications

Amazing Clinical & Economic Data

Amazing Technologywith

Three Steps Toward the Future

Conduct a strategic review

Re-invigorate the brand

Penetrateinternational markets

3

2

1


The longest journey begins with a single

step.

Lao Tsu

The First Step


1• Define Brand Specific Goals• Align Strategies/Tactics• Strengthen Positioning


Strategy

Expansion?

Take share?

Leverage clinical & economic data?

VisionWhere

AreWe?

WhereAre We Going?

“If you don’t know where you’re going . . . You’ll probably end up somewhere else!”


Analyze the market &

competition.

Develop deep insights into

your audiences.

Codify key issues as the basis for

strategy.

“Where We Are” with the Brand

Market Target Brand

VisionWhere

AreWe?

WhereAre We Going?

Strategic & Tactical Plan

Key Issue 1

Strategy

Tactics

a b c

Key Issue 2

Strategy

Tactics

a b c

Key Issue 3

Strategy

Tactics

a b c

Key Issue 4

Strategy

Tactics

a b c

A strategic roadmap links issues, strategies and tactics to realize the vision.


Driving a Belief ShiftBeliefs Drive Behavior

BehaviorWhat do we want them to do?

Current

BehaviorWhat are they doing?

BeliefsWhat do they believe and why?

BeliefWhat do we need them to believe?

Desired

Belief Shift - Drives Behavior Change


Great brands are built on great architecture. . .

Core ValuePositioning Personality


. . . which is built on an eternal promise . . .

Core Value


. . . that appeals to the mind and the heart.


Rational Emotional


Key messages appeal to the mind . . .


Rational EmotionalKey Message 1

Key Message 2

Key Message 3


. . . and are supported by data.


Rational Emotional

Data Data Data

Data Data Data

Data Data Data

Key Message 1

Key Message 2

Key Message 3


The personality appeals to the heart . . .


Rational Emotional


and is built on the brand hallmarks.


Rational EmotionalImages

Typeface

Tagline

Voice

Logo

Colors


Great brands are built on great architecture.


Rational Emotional

Data Data Data

Data Data Data

Data Data Data

Key Message 1

Key Message 2

Key Message 3

Images

Typeface

Tagline

Voice

Logo

Colors


"There's an old Wayne Gretzky

quote that I love. 'I skate to where the puck is going to be, not where

it has been.‘”

Steve Jobs

The Second Step

Re- invigorate the brand

2• Refine messaging• Refresh the identity to

reflect the core technology• Leverage the evidence


27

Branding Case StudyCreativity In Action

B+L Surgical


28

29

30

Have a bias toward action.

Let’s see something

happen now!

Indiria Ghandi



3• Elevate SET & rainbow™• Fortify leadership position• Develop a global platform




Re-invigorate the brand


3

2

1


. . . this nation should land a man on the Moon and

return him safely to the Earth.

John F. Kennedy

Joe Doyle

LeadershipStrategy Execution

Business

Visionary marketing leadership by [email protected]