Wil Boren, President – Advanced Surgery, Baxter is the closing keynote at our Healthcare Marketing Summit on Thursday, November 1st, 2018. He and his team have been the driving force behind digital innovation at Baxter.
At the summit, he’ll share how they’ve been able to transform the way Baxter communicates with their customers. See below for a few key insights.
What has been the biggest learning of the HomeoVision platform?
Our biggest learning after launching the HemoVision platform was ensuring confidence and adoption from our sales force. We needed to get them engaged before we could reach the physicians.
What was the biggest win?
Our greatest win was demonstrating to the sales force and the physicians they serve that we can deliver meaningful and relevant content.
What are the keys to the successful implementation of a sales and marketing enablement platform?
While I think it is easy to find a small tech company with meaningful Sales & Marketing Platform innovation, it is extremely important you select a platform that can grow with your business and has the scale to support your current business. Further, it is imperative that you select team members from your business and other businesses to conduct a detailed review. You need to learn the pros and cons of each system and apply this learning to the final decision. Finally, the most important key for a successful implantation is patience. You need to know that a meaningful launch of a new platform will not happen overnight and you need to communicate this to your team in advance and constantly during the process.
Where/how are you using social media? What are your communication goals? What target audiences? What has worked and what hasn’t?
We are primarily using LinkedIn for our Social Media campaigns. While I would like to think we would have driven physician awareness with our campaigns, I am satisfied with greater sales force and market awareness.
I want to provide our sales force with the confidence that we can publicly share the important aspects of our product line and allow them to communicate that message even further.
We are still in the beginning stages of this journey, but we are providing confidence to our sales force, that is working very well, however, we are not adding physicians to our postings at the rate we would like to see.
What is the most impactful lesson you’ve learned throughout your career?
Recognize your customer is everyone. Your audience and messaging should not just be directed to one specific audience but crafted for multiple stakeholders. This is not only external but internal. When team members recognize that we all serve each other, we will thrive as an organization.
Find out more about Wil’s session and register for the summit!