Joe Doyle | Medical Marketing Leadership
Joe DoyleMedical Marketing Leadership
Discussion Overview
Career Highlights
My Perspective on Masimo
My Vision for Masimo
Joe Doyle | Medical Marketing Leadership
Discussion Overview
My Perspective on Masimo
My Vision for Masimo
Career Highlights
Joe Doyle | Medical Marketing Leadership
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
Joe Doyle | Medical Marketing Leadership
Joseph Doyle Medical Agency Leadership
BGM 1Health
Joe Doyle | Medical Marketing Leadership
Discussion Overview
Career Highlights
My Vision for Masimo
My Perspective on Masimo
Joe Doyle | Medical Marketing Leadership
Visionary Technology Compelling Clinical & Outcomes Data
SET
rainbow™ SET CO Oximetry
Patient SafetyNET
OEMSolutions
SEDline brain monitoring
rainbow™acoustic monitoring
Joe Doyle | Medical Marketing Leadership
Discussion Overview
Career Highlights
My Perspective on Masimo
My Vision for Masimo
Joe Doyle | Medical Marketing Leadership
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
Joe Doyle | Medical Marketing Leadership
The longest journey begins with a single
step.
Lao Tsu
The First Step
Conduct a strategic review
1• Define Brand Specific Goals• Align Strategies/Tactics• Strengthen Positioning
Joe Doyle | Medical Marketing Leadership
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!”
Joe Doyle | Medical Marketing Leadership
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.
Joe Doyle | Medical Marketing Leadership
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
Joe Doyle | Medical Marketing Leadership
Great brands are built on great architecture. . .
Core ValuePositioning Personality
Joe Doyle | Medical Marketing Leadership
. . . which is built on an eternal promise . . .
Core Value
Joe Doyle | Medical Marketing Leadership
. . . that appeals to the mind and the heart.
Core ValuePositioning Personality
Rational Emotional
Joe Doyle | Medical Marketing Leadership
Key messages appeal to the mind . . .
Core ValuePositioning Personality
Rational EmotionalKey Message 1
Key Message 2
Key Message 3
Joe Doyle | Medical Marketing Leadership
. . . and are supported by data.
Core ValuePositioning Personality
Rational Emotional
Data Data Data
Data Data Data
Data Data Data
Key Message 1
Key Message 2
Key Message 3
Joe Doyle | Medical Marketing Leadership
The personality appeals to the heart . . .
Core ValuePositioning Personality
Rational Emotional
Joe Doyle | Medical Marketing Leadership
and is built on the brand hallmarks.
Core ValuePositioning Personality
Rational EmotionalImages
Typeface
Tagline
Voice
Logo
Colors
Joe Doyle | Medical Marketing Leadership
Great brands are built on great architecture.
Core ValuePositioning Personality
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
Joe Doyle | Medical Marketing Leadership
"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
Joe Doyle | Medical Marketing Leadership
27
Branding Case StudyCreativity In Action
B+L Surgical
Joe Doyle | Medical Marketing Leadership
28
29
30
Have a bias toward action.
Let’s see something
happen now!
Indiria Ghandi
Three Steps Toward the Future
Penetrateinternational markets
3• Elevate SET & rainbow™• Fortify leadership position• Develop a global platform
Joe Doyle | Medical Marketing Leadership
Three Steps Toward the Future
Conduct a strategic review
Re-invigorate the brand
Penetrateinternational markets
3
2
1
Joe Doyle | Medical Marketing Leadership
. . . this nation should land a man on the Moon and
return him safely to the Earth.
John F. Kennedy
Joe Doyle
LeadershipStrategy Execution