Ortho Going DTC

I've talked about some of the challenges orthopedic companies have with their marketing and the need to change their marketing model away from the previous "physician contracts" where they paid top doctor's fees to "consult" and into direct-to-consumer efforts. Here is a list of their current paid consultants. While I do believe that some consulting and product development input is provided, I think the transition into DTC will be long and difficult for an organization not adept at change or marketing to the consumer.

If you do a search on "Gender Knee" on Google Zimmer's supposed breakthrough DTC campaign you get a top placement sponsored ad from....DePuy. A little interactive savvy wouldn't hurt.

I also heard on my local radio in Indianapolis an ad from Smith & Nephew, which perked my ears up because you don't necessarily hear medical device ads on the radio, but it makes good sense. I believe it as on local News Talk Radio, which definitely skews older.

There is tons of research from Manhattan Research and many, many others outlining the growth and importance of targeting physicians online. If I was a Zimmer, DePuy, or Smith & Nephew I would recommend diving headlong into a integrated marketing campaign and focus on establishing brand awareness and start filling the database and the proverbial marketing funnel with information seekers and start to develop a relationship. Utilize email and start the drip campaign The first mover will have an advantage because the water isn't muddy yet with multiple competing messages like you find in diabetes or erectile dysfunction for example.
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