3. Who We Are
4/2/2015 3Confidential * The Medical Marketing Boutique
Boutique firm dedicated to providing customized
healthcare marketing & decision support
Virtual marketing team that seamlessly blends into your
organization
Additional marketing bench-strength to tackle immediate needs
& tasks
Quick, results-oriented support team
Scalable services to any size project … no job is too small
Expertise of three Independent consultants operating as one
4. How We Operate
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3 Independent Consultants Operating Under 1 Umbrella
Janoff & Associates
P. Cooper & Associates
MLC Consulting
One point of contact … One vendor qualification … One invoice
5. Meet Our Team Of Highly Experienced, Dynamic
Medical Marketing Experts:
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•Over 20 years experience medical
device clinical marketing
•Solid experience developing clinical
marketing strategy, positioning and
program execution
•Strong understanding of clinical
drivers and needs, healthcare market,
and environmental trends
•Talent for building unique clinical
value propositions
•Ability to drive ideas from concept to
completion with strong brand &
project management skills
•Experienced in day-to-day product &
brand management.
Karen Janoff, RN, MBA
President
Janoff & Associates
•Over 25 years of client and vendor
market research experience
•Excels at organizing and facilitating
Key Opinion Leader (KOL) advisory
boards
•Adept at synthesizing multi-sourced
data to guide marketing strategy
•Skilled at developing appropriate
research design, both qualitative and
quantitative, to address business issues
•Ability to draw actionable insights
including implications and
recommendations
•Experienced in all phases of new
product development
Paula Cooper, MBA
President
P. Cooper & Associates
•Over 25 years experience in medical
device sales & marketing
•Ability to develop, educate and lead
product management teams through
product life cycle activities
•Proficient at developing business
strategies to increase sales and achieve
a sustainable competitive advantage
•Experienced at dealing with creative
agencies and vendors to develop
integrated marketing programs
•Expert at planning, developing and
executing new product launch
strategies
•Talent for developing creative sales
tools to assist field sales teams
communicate product features,
benefits and advantages
Terry Mirabella-Moran,
MBA
President & CEO
MLC Consulting
Our team will assess your needs and assign a project lead based on your specific goals and objectives. Our
leadership team will review and sign off on project deliverables to ensure the highest quality standards are met.
6. Cardiac Care
Pulmonary Care
Surgical Care
Bariatric Care
Patient Handling & Durable Medical
Equipment
Wound Care
Critical Care
Example
Areas of
Experience
&
Knowledge
7. Services
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Our team can help support, manage or implement your marketing
initiatives
• Marketing Expertise
to Support, Manage
or Implement Your
Marketing Initiatives
• Integrated
Marketing
Communication
Programs (IMCP)
to Drive Revenue
• Actionable Data to
Make Informed
Business Decisions
• High Level Strategies
for Long-Term
Sustainability
Strategic
Marketing
Planning
Market
Research
Product &
Clinical
Marketing
Marketing
Communication
8. Strategic
Marketing Plan
Market
Assessment
Target
Customer
Analysis
Competitive
Landscape
Distribution
Channel
Analysis
Marketing
Mix (4 P’s)
Review &
Revise
• Strategic Marketing Plan
– Viewed as a roadmap of
where the company is going
– Describes the business
environment
– Describes problems, threats
and opportunities in the
market place
– A key component of your
business plan to drive
success
Strategic Marketing Planning
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High Level Strategies for Long-Term Sustainability
Back to
Services
Review
10. Customer &
Marketplace
Key Opinion
Leader
Groups Advisory
Boards
User Groups
Brand
Awareness
Market
Feasibility
Segmentation
Customer
Loyalty &
Satisfaction
Lost
Customer
Studies
Secondary &
Desktop
Research
Pricing
Studies
Brainstorming
& Idea
Generation
Product
Concept
Testing
Market Research
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Actionable Data to Guide Informed Business Decisions
Back to
Services
Review
• Assist clients in establishing
research and strategic
marketing objectives
• Design research to meet all
client objectives: qualitative,
quantitative, or hybrid method
• Moderate focus groups and
conduct in-depth interviews.
• Consult with clients to deploy
information
11. Product Marketing
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Marketing Expertise to Support, Manage or Implement Your Marketing
Initiatives
CurrentBrandsor
NewProducts
Existing/potential competitive & target market assessments
Product packaging, pricing and positioning
Product life cycle assessment
Product rationalization
Product and brand management
Product launch strategies, preparation and implementation
Sales and customer sales tool & promotional kits
Back to
Services
Review
12. Clinical Marketing
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Our Clinical Marketing Team can Support, Manage or Implement Your
Clinical Marketing Initiatives
Back to
Services
Review
•Key Opinion Leader Mapping
•Speaker Program Development
•Healthcare Societies & Organization Management
KOL
Management
•Clinical value proposition assessment
•Clinical marketing claims and clinical messaging identification
•Clinical claims implementation support
Clinical Claims
•Clinical marketing program strategy
•Clinical protocols, tools, educational materials and clinical training program
implementation
•Internal clinical education and training
Program Creation
& Execution
13. •Update outdated competitive assessments
•Support product launch plans -
creation/logistics
•Plan sales & marketing training sessions
•Complete desk top research - competitive
claims, phrases, literature searches
•Implement in-depth topic search
•Create or update CEs, Clinical Programs,
claims and collateral
•Create brochure layout & content
•Design & execute Email campaign
•Design & execute direct mail campaign
•Implement product launch communications
•Create In-service videos
•Manage product photo shoot(s)
•Moderate focus groups
•Conduct in-depth interviews
•Develop patient case studies
•Author survey questions
•Conduct online polls of sales reps or other
employees
•Analyze data
•Write reports
•Conduct desktop research/identify data
sources
•Define target customer base
•Segment market
•Analyze competitive landscape
•Complete corporate SWOT analysis
Strategic
Marketing
Planning
Market
Research
Product &
Clinical
Marketing
Marketing
Communication
In Review . . .
Examples of Potential Immediate Needs/Tasks
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14. We are committed to providing custom, ‘hands-on’
marketing support not well addressed by larger firms
One-on-one customized services
Quick, results-oriented support team
Quality work at reasonable rates
Scalable services to any size project … no job is too small
Why select …
The Medical Marketing Boutique:
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16. Next Steps:
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How can our Marketing team help support, manage or implement your
marketing initiatives?
Strategic Marketing
Planning
High Level Strategies
for Long-Term
Sustainability
Market Research
Actionable Data to
Make Informed
Business Decisions
Product & Clinical
Marketing
Marketing Expertise
to Support, Manage
or Implement Your
Marketing Initiatives
Marketing
Communication
Integrated
Communication
Programs to Drive
Revenue
Working with
MMB
