New Healthcare Industries, New Clients
Date: March 15, 2011
To: School Internship
From: Sarah Simon, Account Manager
Re: Internship Opportunities for Franklin Street Marketing
This project is ideal for a junior or senior with a passion for research, marketing, PR and on-line searches. Must be a process oriented person, interested in research and writing. 10 or more hours per week. Student can work from home with a weekly progress report.
Franklin Street Marketing is hoping to leverage its 20+ years of hospital marketing experience to serve other healthcare industries. We believe that our ability to communicate and market to physicians, patients and healthcare consumers will be invaluable to companies that manufacture medical devices, and health related technologies.
A good example would be our recent campaign for Memorial Health System promoting Novalis radiation oncology equipment. The Novalis machine makes radiation treatment more comfortable, more convenient, and more effective for patients with cancer.
In addition to oncology, we have a deep understanding of other key medical services–cardiology, orthopedics (joints, back and spine), neurosciences (brain surgery and stroke care), sleep disorders, wound care, bariatric surgery, general surgery, laparoscopic and robotic surgery.
So, we are interested in working with any company that makes a product, device or technology for these medical specialties. An example of such a company would be Anulex Technologies in Minnetonka, Minn. that develops technologies and surgical techniques to improve treatment of herniated disks.
Have we marketed medical products before? Yes. We launched a campaign for a new safety scalpel for Personna Medical back in 2008. The campaign included trade print ads, trade show materials and exhibit booth, website and PR support.
Research and identify companies that produce medical products, devices and technologies for the specialties listed above. Compile the data in an Excel spreadsheet with the following data fields: company names, names of CEO/President, VP of Marketing, Marketing PR Director, titles, e-mails, phone numbers, corporate address, affiliations, total billings to profits, number of employees and brief description about what products or services they offer.
The intern will submit an initial Excel template using one company as a guide for listing all the information outlined above. This template will be modified as needed and approved by Franklin Street.
Introducing themselves as a graduate student doing a white paper on healthcare marketing, the intern will interview marketing directors, trade publication editors, tradeshow organizers and decision makers on the provider side. We anticipate up to 10 interviews. Interview questions may include:
How does a medical device company market their products to healthcare providers?
Who are the key decision makers when making a purchase?
What mediums do they use?
What tradeshows are important?
How are they using the internet? Search terms? Social media?
Who in their company is responsible for marketing?
Do they use an advertising agency? A PR firm? Do they specialize in healthcare marketing?
What is the name of their agency?
What is the typical marketing budget?
after the research is complete, findings will be summarized in a document that includes:
A situation analysis and overview describing what types of companies are in the U.S. and perhaps abroad;
how and where they currently market and advertise;
who is the primary decision maker when purchasing the product or service (physicians, hospital purchasing agents, clinical directors, nurses?);
what mediums should be considered for marketing to healthcare providers (publications, tradeshows, key influencers, internet search SEO, social media, direct mail, e-mail?); and
what approach Franklin Street should consider for building business in this new niche.
The Excel list of all companies should follow
The intern will gain experience working at a national marketing firm that specializes in healthcare marketing and public relations. Healthcare is the second fastest growing industry in the United States. (Technology is #1) Through this assignment, the intern will learn about marketing communications research and best practices in marketing to healthcare providers. The experience gained will also help the intern with future employment within the fastest growing medium–internet marketing and PR.
15 hours a week at 8.00 an hour
International students can apply
Send resumes and cover letters
Company’s blog & website :
www.gojunto.com, www.franklinstreet.com Dr.