The marketing department at a Fortune 500 U.S.-based medical device company (“MDC#1”) needs to deliver the most current clinical research findings, medical practices and technology developments in its medical field seamlessly and effortlessly to the readers of its educational website and e-newsletters. The company also needs to show its prospective customers that it is the leader in the industry and on the cutting edge of new resuscitation and defibrillation technologies to take advantage of its primary competitor’s product recall.
MDC#1 is expanding its educational website for its readers – physicians, nurses, emergency response teams and first responders. However, its site’s “Breaking News” section was initially designed to allow the company’s mar-com personnel to manually research and populate the Breaking News page.
“This is a poor use of our customer’s resources,” points-out Vicky Hunsicker Sanko, CEO of The Next Phase / MedIntelliBase, “It requires untold hours of highly paid manager’s time to research and review all content. Manual screening was wasting MDC#1 team members’ valuable time requiring them to sift through “human interest” local news stories and anecdotal articles. Most importantly, if the content was not well screened the Breaking News section ran the risk of looking very unprofessional to its medical customer readers.”
Another key requirement is to build a medical abstracts and industry news alerts system for the company’s own internal use to be accessible wherever MCD#1's key marketing, sales and clinical support field teams travel, keeping them on the cutting edge of competitor intelligence to stay one step ahead of competitors sales teams.
Our Goal >> To give our customer a competitive advantage by cutting through the information overload and expedite pre-publication abstracts to our customer's Breaking News readers…PLUS give MDC#1’s management team worry-free performance and “always-on” delivery of new content to current and prospective customers as well as company road warriors.
As with all of our Alerts customers…First, we worked with MDC#1’s marketing and clinical research management teams to identify a core list of search phrases and terms. That list became our "Table of Contents" (ToC) for each weekly MIB Alert emailed to MDC#1 personnel. This ToC list also became the core of our abstract “ToC & Research Methodology,” our contract with our customer using our exclusive Human Intelligence™ (HI) technology to screen-out "off-target," time-wasting search results.
Next, our team optimized our core online content management system, customizing an MIB Alerts website with the look and layout as an exact complement to MDC#1’s educational website. Each week, MDC#1's internal Abstract Alerts users receive customized, relevant, and timely emailed Alerts, pushed to them in easy-to-read HTML format directly and automatically from the MIB Alerts site via email wherever they travel. The most relevant Breaking News is screened using Human Intelligence and streamed to current and prospective customers automatically via RSS feeds on MDC#1’s educational website.
Finally, each week’s Alerts reports and their abstracts are archived. These archives allow MDC#1 user quick or advanced searches via a variety of keywords and phrases. Search keywords are highlighted in yellow within results and abstracts for quick scanning. As an added benefit, MDC#1 users can create their own customized Alert reports from abstract archives, suitable for internal management presentations and research reports.
Our Results >> This value-added Breaking News feature is driving new sales to MDC#1 every day. Breaking News readership is now growing rapidly with our customer’s in-field reps and clinical support specialists using the service to leverage their own “subscribers” to MDC#1’s educational website and e-newsletter. It’s a “win-win” for all - MDI#1 customers, sales folks and management overall.
The medical information department at a rapidly growing Swiss/U.S.-based biotechnology company (“ABC”) needs to receive the most current clinical research abstracts, industry announcements and technology development news in an easy-to-read format, on a recurring, regular schedule.
Their current weekly email alert service falls far short of their needs. The alerts are emailed in “txt” format making them difficult to read. The content is not well screened, wasting team members’ time requiring them to wade through “off-target” abstracts and announcements. The company wants the ability to search through abstracts that had been received previously, but there is no capability in their present service for an archive database or searches. Another key requirement is for the abstract database and alert system to be accessible wherever ABC's employees travel throughout the world.
Our Goal >> To keep our customer's users current on medical market intelligence at the frequency they demand PLUS give them quick access to their extensive archive of abstracts and announcements for retrospective research.
First, we worked with ABC’s management and users to identify a core list of search phrases and terms. That list became our "Table of Contents" (ToC) for each weekly MIB Alert emailed to ABC users. This ToC list also became the core of our abstract research, using our exclusive Human Intelligence™ technology to screen-out the "off-target," time-wasting results.
Next, our team worked with ABC to develop an HTML-based layout and format that is easy to read and suitable for a variety of desktop, laptop, and mobile devices. Each week, ABC's Abstract Alerts users receive customized, relevant, and timely Alerts, pushed to them in HTML format via email wherever they travel.
Finally, this medical industry intelligence was delivered with so many relevant abstracts that ABC’s management requested we develop a means to archive and search previous Alerts. We created a secure Alert database on our website with quick and advanced search features. A customized entryway enables fast, easy access by ABC’s users. Search phases are highlighted within results and abstracts for quick scanning. As an added benefit, ABC's users can now create their own customized Alert reports from abstract archives, suitable for presentations and research reports.
The database is growing rapidly – earlier this year we added a second area of relevant clinical research, and ABC’s users now have access to nearly 150 archived Alert reports and over 1,500 archived abstracts.
The marketing and clinical research departments at a rapidly emerging Northwest-based medical device company (“MDC#2”) need to be kept current on breaking clinical research through its current subscription to MIB Alerts with the added ability to access comprehensive records of trials and registries as well as their associated product technologies and competing companies.
MDC#2’s recently hired, pharmaceutical-experienced clinical research director could find a wide variety of services to track relevant clinical drug trials from Phase I through post-market Phase IV trials. However, he discovered a dearth of similar services in the medical device industry when researching such trials for MDC#2. The current MedIntelliBase Abstract Alert subscription service already in use by the marketing team was working well for them when he was introduced to the MedIntelliBase Custom MarketTracks service. After MDC#2’s team demo’d this new service’s features and snapshot summery reporting of MIB MarketTracks’ deep and relevant data, critical for clinical trial reporting as well as its linking capability to its MIB Alerts subscription, the new clinical research director called the team at MedIntelliBase to develop a solution.
Our Goal >> To cut through our customer’s information overload by keeping MDC#2 current on in-progress clinical trials and enable online access for the company’s management team to searchable archives of relevant in-progress and concluded clinical trials and registries in endovascular medicine wherever its members are located.
After defining the breadth of directly and indirectly competing technologies and products MDC#2 wished to track, we researched and identified the associated clinical trials and registries, their products and competing companies. That list became the “Core Trials and Technologies Research Methodology,” our contract with our customer on what we would capture for them, easily updateable as market dynamics and technologies developments dictate.
MDC#2’s management team also receives emailed MIB MarketTracks Update Notices on newly added and updated trial, product and company summaries as those updates occur.
But we took one more step…to make MDC#2’s MIB Alerts and MarketTracks subscriptions even more powerful. Within each current emailed and online MIB Alert any new product, company or trial abstract or announcement now directly hyperlinks to that associated MIB MarketTrack summary online. This solution gives MDC#2’s users a quick, seamless user-friendly experience each time they access their MIB intelligence.
Our Results >> The depth of coverage for MDC#2’s MIB MarketTracks trials, products and companies summaries is growing rapidly – MDC#2 now has access to over one hundred core summaries in their specific area of interest…accessible anywhere and anyplace its management team travels..giving MDC#2 a true competitive advantage.
A U.S.-based medical technology company (“XYZ”) wanted to be able to analyze selected U.S. therapeutic procedures and diagnosis statistics.
The marketing and sales departments needed to produce accurate reports upon demand using the most recent data available. Their team members needed to be able to call for reports on any geographic level from the most granular - municipalities and zip codes - up to state, regional and national levels. XYZ wished to generate reports on the most recent procedures and diagnoses count, as well as cost and payment statistics. The ability to analyze additional statistics such as “type of treating physician,” “location of care,” “length of stay” was also critical. The company identified several other desirable capabilities as part of their request.
Our Goal >> To give our customer the ability at any time to produce the most current and granular statistics reports available upon demand.
First, our MedIntelliBase team defined the specific therapeutic procedures and diagnoses that XYZ needed to track. After confirming them with our customer, we consulted with our industry sources and clinical experts. We identified and secured access to federal databases containing the desired information for FY2002 to present. Next, we identified and cross-mapped the specific CPT, DRG and ICD-9 codes by year for each procedure and diagnosis for the entire United States, down to the Zip code level.
Once we had the data captured in a robust database, we developed a simple, easy-to-use reporting system based on XYZ’s requirements. The reporting function was designed to automatically produce procedures and diagnoses count, and cost and payment statistics reports based on any territory level (or “locality”) at the push of a button. Additional statistics were also captured, and broken down by “locality,” such as “type of treating physician,” “location of care,” “length of stay,” etc.
Our Results >> The result was a comprehensive, easy-to-learn and use, interactive database with quickly generated custom reports highly targeted for XYZ’s sales call points. The database and reporting system integrated seamlessly with their sales statistics reporting system. The system was hosted on a secure section of our MedIntelliBase website, making it easy for authorized XYZ users to access wherever they traveled. We also produced an in-house version for our customer’s intranet.
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