Wizdom 20/20 is a boutique sales, marketing and communications consultancy.
20/20 Resources and Sample Work
The Critical Matters podcast was launched in 2017. By 2019 the podcast reached 100k downloads. The strategy and content was created with the subject matter expert, Sergio Zanotti, MD, Chief Medical Officer, for Sound Critical Care. My team helped him get the technology setup in place and developed a strategy on the content and launch. He manages the recordings remotely himself. The rest is history!
Calypso 4D Localization System for tumor tracking.
Product Development - Radiation Oncology
I was a co-inventor for a 4-D localization technology utilizing electromagnetic technology to track tumors in real-time during radiation therapy. The article, USE OF ELECTROMAGNETIC TECHNOLOGY FOR FOUR-DIMENSIONAL RADIOTHERAPY LOCALIZATION AND REALTIME TUMOR TRACKING was published by one of the Principal Investigators, Dr. James Balter, from University of Michigan. We developed a novel technology that included an implanted beacon electromagnetic transponder that worked in conjunction with the 4D system to localize and track the tumor position to ensure it was in line with the radiation therapy beam during treatment delivery. The product was a classic razor-razor blade business model with the system cost in the $500k range and the individual implantable devices were priced from $2,000 for the simple device and up for the more complex devices. I was Product Manager and VP of Marketing & Reimbursement and am co-inventor on five patents for this technology.
This schematic outlines the architecture of the system software logic.
Product Development - Ultrasound
I worked for Hewlett-Packard’s Medical Products Group and Acuson Corporation and was Product Manager and Marketing Manager for several state of the art ultrasound systems. One of the most innovative products was the first phased array intracardiac echocardiography catheter designed to image the inside of the heart to guide electrophysiology ablation therapy for atrial fibrillation and to guide placement of atrial and ventricular closure devices for congenital heart defects. I was also co-author for a patent for an early-stage AI software tool to measure cardiac function. The patent US5553620A is for an Interactive Goal-Directed Ultrasound System.
Example of a scientific poster for a conference.
Communications Platforms
I led the development of the communications function at Sound Physicians. Prior to having any formal communications strategy, internal communication to the organization’s distributed workforce, including >4,000 physicians and advanced practice providers was sent via email in an ad hoc fashion. Under my leadership we developed a robust intranet called The Knowledge Center (OWL for short), branded emails to target audiences with open/read rates of >77% for providers consistently. One of the most popular emails was the Monday Monitor which had news and information people in the organization needed to know for the week ahead. Originally designed for business colleagues, we had many physicians asking to be added to the distribution list. When does that happen in healthcare?! We also brought in a mobile communications app from Social Chorus to provide engaging mobile communications to all colleagues with targeted content and great graphics and videos. The team also worked with clinicians to create scientific posters for the annual leadership conference.
Marketing Platforms
In my role as the first VP of Marketing for Calypso Medical, I established the company brand as well as the product brand (Calypso 4D Localization System, Beacon transponders and the concept of GPS for the Body, all which became registered trademarks. The team and investigators published 99 articles about the technology and created a who's who line up of clinical experts who talked about the brand.
Subsequently, I led branding and positioning for Sound Physicians, taking the practice from a small regional group of physicians focused on lifestyle and great places to live and "working shifts" to a national practice that stood for "solid performance improvement that represented a concept similar to the Good Housekeeping "Stamp of Approval" for the brand. The brand evolved from representing one service line to six over nearly 10 years.
The marketing strategy was to generate leads for new business (contracts with hospitals for hospitalist, emergency medicine, critical care intensivist services, transitional care in post-acute SNF and Rehab as well as home settings, and telemedicine). Utilizing a digital marketing platform, integrated campaigns were created incorporating emails, search marketing (SEO/SEM with organic and paid), native, display and inline advertising, social media content and advertising, content marketing with landing pages on the company website, virtual tradeshows, and webinars. A component of the marketing strategy included public relations with professional societies, speaking engagements, peer-reviewed content, and paid content through publications like Modern Healthcare, Health Leaders, and Beckers Hospital Review. Conferences were another channel to generate leads.
For physician recruiting we applied a similar strategy and worked with the individual hospitals where we had contracts to promote the location, the facility, the team, and the city. We used a variety of formats including animated videos, photography of teams and facilities, as well as videos of the clinical team. The team also supported Sound Physicians' wholly owned locum tenens company, Echo Locum Tenens.
The lead generation engine was integrated with Salesforce.com Marketing Cloud and CRM. Our in-house design team created ads and videos. The team supported Business Development, Provider Recruiting for six service lines across the acute episode of care (emergency medicine, hospitalists, critical care intensivists, transitional care, physician advisors, and telemedicine), operating as an in-house agency.