Creating Digital Community in Healthcare

Case Study KMI: Stroke Recovery and Rehab

October 2011

Introduc)on  CBA  

The  KMI  project  

The  approach  

The  outcome  

 

We  work  with  our  customers  on  !  Envisioning  new  businesses  and  the  products,  services,  marke)ng  and  route  to  market.  !  Understanding  how  to  apply  technologies  internally  to  help  build  strong,  sustainable,      

organiza)ons  with  collabora)ve  and  innova)ve  cultures.  !  Engaging  communi)es,  organiza)ons  and  people  in  dialogues  that  provide  insights  into  

their  needs  and  move  past  fears.  

We  provide  !  Business  development:  sales,  partner  development,  technology  evangelism    !  Product  development:  market  assessment,  Industrial  Design,  market  entry  strategy  !  Communica)ons:    branding,  PR  and  digital  marke)ng    

Based  in  Phoenix,  develops  stroke  rehabilita)on  technology  that  combines    

"  Robo)cs,    "  Neuroplas)city    "  Gaming  "  In  home  with  web  based  clinical  support  

Small  company  tackling  a  big  issue  

"  About  795,000  Americans  each  year  suffer  a  new  or  recurrent  stroke-­‐  on  average,  a  stroke  occurs  every  40  seconds.  

"  kills  more  than  137,000  people  a  year.  On  average,  every  4  minutes  someone  dies  of  stroke.  

"  Americans  will  pay  about  $73.7  billion  in  2010  for  stroke-­‐related  medical  costs  and  disability.  

Widespread  adop)on  of  the  device  at  home  

!  Doctor  recommends  purchase  and  insurance  pays  !  Pa)ent  finds  informa)on  and  purchases    

Adop)on  of  the  device  by  clinics  

!  Individual  clinic  owner  to  learn  about  product  !  Corporate  clinics:  Convince  clinic  managers  to  

purchase  

Investment  

!  Keep  investors  following  KMI  

Pa)ents    !  Generally  older,  mo)vated  to  learn  how  they  can  recover  

quicker  

Physicians  !  Over  worked,  no  )me  for  internet  and  or  research  

Clinics    !  Independents  and  chains  (Healthsouth)  !  Chains:  the  OT/PT  are  not  allowed  to  use  the  web  or  get  

email    at  work  !  Each  clinic  s)ll  makes  its  own  buying  decision    Investors  !  Don’t  follow  clinical  journals,  overwhelmed  by  

informa)on  

Research  how  your  community  learns  Don’t  force  a  communica)on  method  on  anyone  Create  a  schedule  of  communica)on  events  

!  Releases  !  Product  updates  !  Announcements  

Take  a  team  approach  to  managing  non  scheduled  communica)ons  

Look  for  paberns  that  can  be  turned  into  a  community  Be  simple  and  honest  

!  FDA  does  not  appreciate  false  claims  !  Videos  are  beber  if  scripted  but  not  forced  

 !  Clinicians  

"  Ar)cle  in  a  print  industry  journal  for  clinicians  

"  Printed  corporate  memo  "  Meet  KMI  at  a  regional  

tradeshow  

!  Investors    "  Press  release  on  an  investor  

blog  "  Ar)cle  in  a  printed  journal  

!  Pa)ent  /physician  "  Search  on  the  web  "  Ar)cle  in  an  industry  journal      

"  Facebook:  simple,  from  non  commercial,  passion  

"  LinkedIn:  all  business,  see  who  is  involved  

"  Website:  funnel  pa)ent,  clinician,  investor  

"  You  Tube:  training  for  clinician,  case  study  for  pa)ent  

 

Salesforce.com    !  leads  from  web  site  !  Categorized  by  community,  lead  type,  region  !  Allows  spofng  of  paberns  

Wordpress  !  manage  blog  and  inbound  interest  !  Publishes  to  facebook,  LinkedIn,  twiber  automa)cally  

MarketWire  !  Press  release  distribu)on  !  Paid  extra  for  SEO    !  Paid  extra  for  industry  ver)cals:  Finance,  Healthcare,  Medical  Devices  

GPR  !  Good  old  fashioned  public  rela)ons  !  Editorial  calendars,  researching  editors  and  their  favorite  subjects  

SEO  and  Google  Adwords  !  From  research  knew  how  people  search    !  Ads  were  inexpensive    

Website:  Interest  grows  monthly,    

LinkedIn:  Followers  have  doubled  

Facebook:  Slow  growth  

Sales:  growing  

 

What  was  learned  !  Regulated  products  don’t  sell  themselves  they  need  a  human  to  

explain  them  !  Communi)es  take  a  great  deal  of  energy,  )me  and  money  to  create  

in  the  medical  space  !  The  corporate  firewall  can  kill  many  good  strategies  !  Print  journals  s)ll  carry  weight  and  can  not  be  ignored  in  technical  

fields  

Clay  Braziller  and  Associates  !  604  961  6360  !  clay@braziller.com