This is my capstone at Emerson College from January to April 2014. I was the Account Manage in the team of six. The client is OBP Medical. The slides do not include the opening video, agency profile video and commercial.

1. WELCOME

2. PEOPLE
Meet A.C.T
Account

3. Research
PEOPLE
Meet A.C.T

4. PEOPLE
Meet A.C.T
Creative

5. PEOPLE
Meet A.C.T
Digital

6. PEOPLE
Meet A.C.T
Media

7. PEOPLE
Meet A.C.T
PR

8. Founded in 2006 in Lawrence, MA
B2B national business
Innovative, self-contained, single-use
Simpler, safer, and more cost-effective

9. N
NEED

10. N
SOLUTION

11. First
Meeting
with Client
Secondary
Research
Focus
Group
Campaign
DesignShow
Time

12. Increase
Brand Awareness

13. Secondary Research
Marketplace Overview

14. Secondary Research
Marketplace Overview — Industry Analysis
50%
6,000 2.5M
80% of the companies have 50 or fewer employees

15. Secondary Research
Marketplace Overview — Industry Analysis
2.3% Tax

16. Secondary Research
Facts About Media Consumption Habits #1

17. Secondary Research
Facts About Media Consumption Habits #2
75% 27%
68% 37% 11%
53% 45%
29% 3%

18. Secondary Research
Facts About Media Consumption Habits #3

19. Secondary Research
Facts About Media Consumption Habits #4
16 hours/week
11 hours/week

20. Secondary Research
Competitor Analysis

21. Secondary Research
Competitor Analysis — Communication Tools

22. Secondary Research
Competitor Analysis — Communication Tools
GoogleAnalytics GoogleAnalyticsGoogleAnalytics GoogleAnalytics
Google Ads Google Ads Google Ads Google Ads
Search Keyword Search KeywordSearch KeywordSearch Keyword

23. Secondary Research
Current Customer Analysis
25
75

24. Secondary Research
Current Customer Analysis
45.4%
21.5%

25. Secondary Research
Current Customer Analysis

26. 25%
17.5%
12%
10.2%
8.4%
7%
5%
WOM & Referral
Conference and Tradeshow
Mailing Campaign
Website
Secondary Research
Current Customer Analysis
Lead Source

27. Secondary Research
Current Customer Analysis
Company Type
557
Orders
18.5% Hospital
13.5% Healthcare Organizations
12.4% Gastroenterology Organizations

28. Secondary Research
Current Customer Analysis
Top Influencers

29. Product innovation
Cost effective
Consumer loyalty
Easy purchasing
methods
Low awareness
Inefficient message
Inefficient SEO

30. Product innovation
Cost effective
Consumer loyalty
Easy purchasing
methods
Low awareness
Inefficient message
Inefficient SEO
Increased attention
on healthcare
Physicians are
online today
Numerous medical
device companies
Excise tax
Pricing

31. Primary Research
Focus Group

32. Primary Research
Focus Group Key Findings
Offline Online Social Media
Content Matters
• General management and treatment guidelines
• Tips provided in topics that interest participants
• Medical information

33. Primary Research
Focus Group Key Findings
Before After
• A speculum designed to allow insertion
of a light source.
• An easily adjustable handle.
• Clear plastic material.
• Light is the biggest benefit.
• Handle is easy to use.
• Plastic is good.
• Single use. Clean.
• Curve of laryngoscope looked weak.
What They Care About…
“The devices are similar to the ones we used.
The only difference is light…It’s better that the
speculum and the light move together.”

34. Target Audience

35. Target Market
Summary

36. Target Market
Salary
• Hospitals: $140,060
• Office of Physicians: $215,650
• Outpatient Care Centers: $214,240
Salary
• $60,000-70,000
30% 7%
51 years old 51.5 years old
93%66%
Demographics

37. Target Market
Psychographics

38. Target Market
Psychographics

39. Consumer Profiles

40. Name: James
Age: 51
Occupation: Gynecologists
Meet James

41. Meet Meredith
Name: Meredith
Age: 38
Occupation: ER Nurse

42. Meet Joseph
Name: Joseph
Age: 44
Occupation: Purchasing Agent

43. GoogleTrends

44. BrightlyExamineIntubateLive
Examine
Intubate
Live

45. Campaign Goal

46. Campaign Goal
• B2B campaign
• Increase brand awareness and sales
• Highlight key differentiator
• Improve customer relationships
• Build better professional networks

47. Positioning Statement
OBP Medical is a leading, innovative,
national medical device supplier that
delivers examination efficiency with
their built-in single-use light source.
N
Positioning
Statement

48. Integrated Marketing
Communication Plan

49. Improve Current Situation

50. 50% lost
High rate of visitors

51. Our Products

53. Search Engine Optimization
81%
46%
Organic search
39%
Direct search
15%
Referral & E-mail

54. Meta Code & keyword
<meta
name="keyword"
content=
“vaginalspeculum,
medicaldevice,ano
scope,obp,obpme
dical,medicalmanu
facture,singleuse“
/>
When considering what vaginal speculum to
use, it’s not much of an argument. The
bivalve vaginal speculum have been…
Vaginal Speculum: Single-Use vs.
Reusable

55. Suggested positive keywords
Google Adwords campaign
Positive Keyword Search Volume
Laryngoscope 3,600
Medical Device 1,900
Anoscope 1,000
Retractor 800
Specula 720
Vaginal Specula 320
Anoscope

56. Remarketing
Search related keyword
Visit OBP website
Return to OBP website
Your ads on other sites

57. Current Booth Design

58. Intrigue
Educate
Entertain
Draw
Attention

59. Bright Box Design

60. Expand Networking at Trade Shows
OBP
Medical
500
Nurse.com
400
2014 ENA Annual Conference

61. Increase Brand Awareness
Visual Consistency

62. Visual Consistency
Facebook Cover Photo

63. Twitter Background Image

64. Increase Brand Awareness
Facebook & YouTube Channel

65. Facebook
Website: http://www.obpmedical.com

67. YouTube Channel

68. Increase Brand Awareness
Advertising

69. Print Ad Recommendations
Journal of Emergency Nursing
Starting in July 2014
Hospital and Health Networks
Starting in August 2014

70. Print Ad Design

71. Digital Ad Recommendations
Journal of Emergency Nursing
Starting in August 2014
Hospital and Health Networks
Starting in October 2014

72. Digital Ad Recommendations
American Journal of Medicine
Starting in December 2014
Journal of Nursing Management
Starting in January 2015

73. Banner Ad Design

74. YouTube Ad Recommendations
From July 2014
to October 2014
100 clicks

75. Increase Brand Awareness
Product Demo Video

76. Current Product Introduction

77. Product Demo Video

78. Build Professional Networks

79. Twitter
Medical business organizations or companies
Hospitals, doctor’s offices and medical centers
Medical media platforms
Nonprofit organizations

80. Improve Customer
Relationship Management

81. Email
For current customer
Free
Sample
For potential customer
Set a quantified objective

82. Greetings on Special Days

83. Word of Mouth

84. Referral Program
Referrer’s 1st
Future Order
2.5%
2.5%

85. Exercise Corporate
Social Responsibility

86. Participate in American
Cancer Society

87. Volunteer at Local Relay For Life Events

88. Become A Supplier

89. Media Timeline

90. Budget Grand Total: $210,378

91. Evaluation

92. Evaluation
Ads
• Number of people who see the
advertisement
• Number of people who recall the
advertisement
• Positive brand awareness
• Number of leads and sales
• Number of clicks

93. Evaluation
Digital
• Tool: Google analytics &Facebook insight
• Rank for search engine
• Number of call, clicks, followers, visits
• Purchase made

94. Evaluation
Public Relations
• Number of views/subscribers/visitors
• Positive conversation content and engagement
• Number of responses from mailer receivers
• Mailer receivers’ insights
• Data collection
• Number of referrals
• Qualified supplier or not
• Purchase made

95. Conclusion
• Increase brand awareness
• Build relationships with relevant
medical developers, nonprofit
organizations and potential
consumers
• Maintain long-term relationships
with current customers

96. Thank You