Developing a Culture of

Communication & Alignment

Between Marketing and IT Divisions
to Achieve Optimal Results

David Morrissey Philip B. Freed

Director, Information Technology Operations Vice President of Marketing

Sesha Mudumbi
Director of App Solutions

MAQUET Medical Systems

Wayne, NJ
Disclosures

 No financial or incentive ties to any vendors

 No financial or incentives with eXl pharma
 We do utilize services from 3 App developers present at this
meeting – Great Outcomes. All Found at these meetings
 We no longer use 1 App developer present at this meeting –
Not So Great Outcomes
 Here to represent you to make you successful from our
mistakes and my teams achievements
 Tired of hearing same old story of Marketing ROI & marketing
spend
Content

 The view – Marketing side and the Information Technology side

 What did we do – From start to today as a retrospective analysis
 Where are we at now and how do we keep it moving – Our status
 What were the issues
 Q&A
The Marketing Side – Why we need Apps and went to IT for help
Identification of critical barriers for sales representative

Sales

Product Sell
Hospital Sell
Ministry Sell
Product Eval
Sales Call-Points
Competition:
Internal &
External

Your

Customer
Training
Training Center Visits
Sales On-Site- Eval
Rep Hands-On
2012 Proctor/Preceptor

Key ROI Driver # 1: “Feet on the Street Philosophy” for any MD&D/Pharma Rep
Where do you start:
Initial Tactical Planning

5
THE VIEW from each department
Marketing
The Marketing department saw a technology trend initiated by other companies.
Marketing researched and derived rationale to help sales grow.
IT was initially not part of the process – this was treated like a Marketing choice
“what type of presentation to make at the show?”
At the start a few issues occurred: - Test deployment done without guidance
 Cost verses Value was not done.
 First application to be developed was outsourced, planned usage of the technology
was not defined or fully understood.

Information Technology
The Information Technology saw App development outside the norms it dealt with
and felt it was overpriced and would require support time and resources it did not
feel it had. IT was resistant to the is change, but was told to find value by working
with Marketing for the money already spent. IT was not the best partner at first it:

 Created roadblocks instead of support, causing delay

 Targeted its value research to the whole company, not the user group
 Once forced to address the project it, it found itself dealing with a consumer driven
technology for the first time. – iTunes and iDevices
The Views (continued)
The result of the two departments working independently of each other had a
significant impact:
 Costs went up, the project fell behind schedule.
 Senior management had questions, nobody could answer
 Frustration levels raised additional communication issues

To repair the issue, management changes were implement, and the two
departments were tasked need to find a solution and justify it. This resulted in a
defined set of goals, budget, and a review committee. In other words – this
became a defined project, with a purpose, goals, and most importantly – a
process. That process defined how to make requests, a review, and
implementation w/ testing, and numerous other items.
Where are we now?

Maquet now has a defined standards and processes to address the following
critical items:
 What hardware do we support?
 What is the request and change request process
 Who is a reviewer and approver
 Cost, Value, Time, User Impact must all be defined

Other items we had to address as part of moving to success on this: Security of

devices, data, access to applications.
Where are we now?

We now have a defined solution and process for every “mistake” we

corrected. Some of our solutions are these:

 Device security: Mobile Iron

 Application deployment and security: Apple Tools
 Platform hardware is defined: iPad, iPhone versions
 Defined committees and members: Change Management/Approval
Where are we now?

The Process
 Maquet Existing Mobile App List
(As of end of July 2012)
Application Name Application Description Product Requestor # users Go-live Latest Latest Regulation
date Version Version go- Required by
live date WC/TW
(Yes/No)

inTouch Marketing Suite of apps for SSU SSU P.Freed 500 Feb 2011 4.7 April 2012 Yes

Cardiosave Tradeshow app for CA iAB CA B.Anyone 500 July 2011 2.0.1 April 2012 Yes

iOR (TEGRIS) Simulator app for iOR product SW D.Smitht 500 Feb 2012 1.7.4 April 2012 Yes
line
Reimbursements Reimbursement guide for SSU SSU P.Freed 500 Feb 2012 2.1 April 2012 Not sure

iContact Address book of SSU and other SSU P.Freed 500 Feb 2012 2.4 April 2012 No
departmental employees

iDocContact Doc contacts for SSU SSU L.Forever 500 Not yet 2.1 No

Servolution Sales cue card and feature SW H.Funn 500 Not yet Dev No
selling app for Servolution
product
iComplaint Complaint creation app SSU C.Trouble 500 Not yet Dev YES

iContract Contract creation app SSU B.Informed 500 Not yet Dev No

IAB E.Say Yes

Challenges and Issues on Existing
Mobile Applications

Opportunity Requestor Experiences Proposed solution Status

Application Sesha M. Utilizing 3rd party solution to Utilize in-house app deployment WIP
Deployment deploy apps needs to be re- solution
visited

App store Sesha M. None today Enhance above app deployment WIP
solution to develop an internal APP
store – based on a commoditized
model, that has app based, role
based, relevance based visibility

Stop iPhone version Shen L. Save effort and cost to support both Apps are being
and support iPad Sesha M. iPhone and iPad designed only for
only iPads unless there is
All fields have iPad a phone book,
camera or GPS
Limit iPhone to support email only for integration
business purpose requirement
New Requests: Product Timeline App
BUSINESS CASE
Submitter : Jane Doe, Cardiac Surgery Product Manager
Category
What benefit will we see from
this app?
 reference to our customers.
What are we doing to meet this
need today?
Can we continue to do what we
do today?
Business and system impact of
creating this app?
By not creating this app, will we
be prevented from doing
business?
© MAQUET
Explanation
To showcase entire EVH family of products within historical timeline of MAQUET's EVH business.
WIP
Sales Tool to show current EVH product line as well as an educational tool for customers/field.
Animations and videos of procedures / techniques are also included in this which gives a quick
Brochures are the only materials available to sales today. There are print costs associated with this.
Also, we don't have historical visuals or animations/videos in one central access point.
We need to make information more accessible to our customers and the field.
App will save on cost of printing brochures and be more impactful. Since sales have iPads, the can
leverage this to educate customers in an interactive method. We need this APP today to keep
MAQUET's EVH presence as industry leader, maintain marketshare.
To some degree, since having the app will allow them to access information right away as opposed
to sending a brochure which creates delay in sales cycle.
New Request:
RECOMMENDATION AND COST ESTIMATE

Recommendation:

 TBD – Requirement not understood yet and will be revised in next

monthly meeting

Decision:

 TBD – in next monthly meeting

NEW REQUEST: Pocket Guide App
BUSINESS CASE

Submitter : Mike Anyone, Hybrid OR Marketing Manager

Category Explanation

What benefit will we see from App will replace expensive booklets / brochures that contain statistics, specifications, features,
this app? measurements etc. There are 4 groups of product lines, each of which have many sub groups and
categories. Since Documents such as PDFs and media files need to be used by field reps, it will be
 easier to group them, place them on a server and download and present on a device dynamically.

What are we doing to meet this
need today?
Can we continue to do what we
do today?
Business and system impact of
creating this app?
By not creating this app, will we
be prevented from doing
business?
Brochures are the only materials available to sales today. There are print costs associated with this.
Also, we don't have historical visuals or animations/videos in one central access point.
We need to make information more accessible to our customers and the field.
App will save on cost of printing brochures and be more impactful. Since sales have iPads, they can
leverage this to educate customers in an interactive method. We need this APP today to keep
MAQUET's EVH presence as industry leader, maintain marketshare.
To some degree, since having the app will allow them to access information right away as opposed
to sending a brochure which creates delay in sales cycle.

© MAQUET
New Request:
RECOMMENDATION AND COST ESTIMATE

Recommendation:

 Do the app. Needs to be queued. Likely start date is Sept 1st (if testing cycles on
current apps in development go quickly, we can start earlier).

Cost:

 Around $5K, possibly less (there is a server side as well, cost is inclusive).

Decision: Committee
NEW REQUEST: On an App
BUSINESS CASE

Submitter : John Smith, Marketing Manager ECMO/VAD/Cardiolpulmonary

Category Explanation

What benefit will we see from
this app?

What are we doing to meet this
need today?
Can we continue to do what we
do today?
Business and system impact of
creating this app?
By not creating this app, will
we be prevented from doing
business?
App will replace expensive booklets / brochures that contain statistics, specifications, features,
measurements etc. Secondly, it will be easier to visualize an OR with different therapy
equipment. IT will be a helpful sales tool
Brochures are the only materials available to sales today. There are print costs associated with
this.
We need to make information more accessible to our customers and the field.
App will save on cost of printing brochures and be more impactful. Since sales have iPads, they
can leverage this to educate customers in an interactive method. We need this APP today to keep
MAQUET's hOR presence as industry leader, maintain marketshare.
To some degree, since having the app will allow them to access information right away as
opposed to sending a brochure which creates delay in sales cycle.

© MAQUET
NEW REQUEST: On an App
BUSINESS CASE

Submitter : John Smith, Marketing Manager: Vascular Grafts and Interventional Stents

Category Explanation

What benefit will we see from
this app?

What are we doing to meet this
need today?
Can we continue to do what we
do today?
Business and system impact of
creating this app?
By not creating this app, will
we be prevented from doing
business?
App will replace expensive booklets / brochures that contain statistics, specifications, features,
measurements etc. Secondly, it will be easier to visualize an OR with different therapy
equipment. IT will be a helpful sales tool
Brochures are the only materials available to sales today. There are print costs associated with
this.
We need to make information more accessible to our customers and the field.
App will save on cost of printing brochures and be more impactful. Since sales have iPads, they
can leverage this to educate customers in an interactive method. We need this APP today to keep
MAQUET's hOR presence as industry leader, maintain marketshare.
To some degree, since having the app will allow them to access information right away as
opposed to sending a brochure which creates delay in sales cycle.

© MAQUET
Where Do I Start:
Identification of critical barriers for sales representative

Average: spend 65% of time on non-customer interfacing to manage internal requirement

Reducing Barriers to App Launch
Summary before App planning

Selecting specific time barriers that drive behavior from selling environment to office

Pricing/Contracts Complaints

Internal Training Customer Training

Competitive Conversion Therapy Selling

Travel Marketing

Expense Reporting
Technology Implementation Pitfalls
My top 10 failure list - lessons learned

• Developed initially without Information Technology feedback

• Developed without sales and sales training feedback

• Developed without Incorporating existing IT solutions

(ie. SAP, COGNOS, Saleslogix, CRM, organic and outsourced development

• Developed without Lead tracking to sales rep, sales manager and marketing

• Developed without tie-in to company websites, print and electronic advertisement

• Developed without tie-in to Adds (QR Readers)

• Launched Apps without training end-users

• Focused on wrong customer and lost funding (CME, HCP’s apps)

• Focused on ProfEd for customers verses Revenue apps for C-Suite and sales

• Believed vendor that they could but really couldn’t – too many