Sales Meeting 2016 Sales Strategies - PowerPoint Presentation

Slide1

Sales Meeting 2016 Slide2

Sales Strategies

Competitive LandscapeInterview with a CompetitorMedical Design Outsourcing – New PublicationCompetitive Overview ChartNew Product/Revenue OpportunitiesTarget AccountsSuccess Stories & ChallengesSlide3

Medical Publications Circulation Analysis

Publications

Dec-13

BPA

Jun-14 BPA

Dec-14 BPA

Jun-15

BPADec -15 BPA2016 Media Kit CirculationMedical Design Briefs40,76840,47140,35939,83640,000Medical Design Technology36,02036,01836,02036,02033,000**Medical Device & Diagnostic Industry48,02848,050XX71,000Medical Product Outsourcing25,03725,02025,04625,01625,021 25,000**Today’s Medical Development17,98017,91417,94017,74417,934Medical Design Outsourcing13,000

Beginning June 2016 MDB and TMD will be the ONLY BPA Audited Publications

TMD - Serves the medical manufacturing industry including Medical Equipment Manufacturers, Medical Instrument Manufacturers, Medical Implant Manufacturers, Prosthetic Device Manufacturers, Contract Manufacturer/Job Shop and others allied to the field.

*MDT conflicting total circulation numbers. Dropped circulation after printing media kit to 27,000

**MPO 2016 Resignation Pending. They do have BPA Audit logo on 2016 Media Kit however reference June 2015 BPA audit. Slide4

Medical Publications Comparison Analysis

MDB’s Largest BPA Audited Circulation – 40,000Medical Design Briefs reaches the largest number of Engineers & Engineering Management – 18,395 (BPA Audit or 2nd only to MDDI)MDB has the 2nd

largest Over-All CirculationMDDI, MPO and MDT no longer BPA Audited.

MPO reaches the least number of engineers 3,866. MPO not a resource for engineers.

MPO reaches 2,011 Sales & Marketing Job Titles 8%

MDT does not give you circulation break-down by job title in 2016 Media Kit.

On their last BPA Audits it is listed that both MDT and MPO get their readers from other sources – business directories, list purchase NOT BY REQUEST! MPO – 9.2% , MDT – 12.8%

2016 UBM Combined MDDI & MPMN Print Circulation 71,000 (Publishers own data - Not BPA Audited )

MDDI Poly-bagged the MD&M East Show Guide with May 2016 Issue – NEW this yearToday’s Medical Development – 3,695 Design, Development Engineers. If your client tells you they are looking to reach Testing, QA/QC then tell them our reach 2,798. TMD only list Testing QC under “others” and that total for all is 535.Medical Design Outsourcing Newest Competitor – WTWH Media LLC. Total circulation 1,000 not BPA audited.Slide5

Interview with a Competitor

Helene Beck and Desiree Stygar- May 27, 2016 – Slide6

“What is MDT’s total circulation?”

MDT originally 36K, but dropped to 27K Currently have 6 issues, plus buyers guideNext year all digitalMDT is part of Advantage Business Media’s Design Group which included: MDT ECN PDD (Product Design & Development) Wireless Design & DevelopmentSlide7

“Is your Magazine BPA Audited?”

No, but it was until June 2015Decision to save money ended auditingMDT felt since UBM was no longer audited, they didn’t need to continue the process Where does your ad readership circulation come from? Direct RequestIs it by direct request?Still have 1 – 4 year renewalsSlide8

“Please provide me with any additional information or details regarding your print publications circulation that would be helpful and/or valuable.”

They have no audience development, and will not put money behind developing the audience in the futureThey don’t know if people getting magazine are the right peopleAll comp issues only digital. No added value given. They push people to at least a 3x buy, even if it is only for a few $ more than one ad.In 2016, management decided they only were looking for advertisers who have $50K programs or moreSlide9

“What is the over-all value proposition for your publication?”

They only reach design and product engineers, Corporate Management, and R & D personnelAdvertisers get a targeted audience that was targeted to who they wanted to reach – no one else!Slide10

“How did you position MDT against MDB?”

They used the fact that we were part of a society, and that’s why our subscribers get the magazineUsed our BPA Statement against us – Engineer #’s, Medical Engineers, and R&D less than theirsThey do tell people that if they are interested in getting leads, MDB does offer them. However, take a look at the leads, if they aren’t good than don’t advertise with MDB anymore

“MDT Against UBM?”Used Qmed against them – it’s very expensive for a base program $11K - $7.5K. Not getting lean gen -people don’t have the time to find leads on Data mine, and when they do they are very soft leadsSlide11

“What did you hear about MDB from your customers?”

United Penn would have loved to continue doing business with us, but the leads were too military and aerospace for her.Too many newsletters (Jeff Kramer)MDT considered MDB their main competitor (over UBM) They don’t really pay attention to NTB – ECN was somewhat of a competitor, but more focused than broad-basedShe heard our webinars are fantastic, people got great leads.Slide12

“What do you perceive MDB’s biggest weakness to be?”

The BPA statement – we give too much information, and it is confusing to peopleWe use good paper, so our magazine looks better than it is Dark covers, depressing, not bright and invitingNot eye catching – but people like the Fluortek gecko adSlide13

“Other pubs weaknesses?”

UBM/MDDI – weakness is UBM! MDDI shrinking, and looks ridiculous as perfect boundWent from big magazine to nothing UBM not focused on print – only tradeshows and Qmed, Constant change in editorialDidn’t really talk about MPO in meetingsSlide14

“What are your impressions of the new magazine Medical Design Outsourcing - MDO?”

Childish, low end editorialFor college engineering student levelThey give editorial when you buy an adIt looks pretty, but has no substanceHeather Thompson is the Editor, used to work for MDDI, but was let go.But they found that people like it, they like the salespeople Mass Medic works with them, but they work with UBM as wellThey do give leadsThey mostly fought against the editorial, compared it to Seventeen Magazine instead of NewsweekSlide15

Medical Design & Outsourcing

We tell the stories behind the devices that save lives.

WTWH Media LLCSlide16

Medical Design & Outsourcing covers the technical advancements in the design, development, and contract manufacturing aspects of medical devices and equipment

. Medical Design & Outsourcing serves the design engineer and executive teams serving the medical market with a print publication & online network reaching 13,000 design engineers, managers, and executives. In Addition, MassDevice and

DeviceTalks brings in over 70,000 registered professionals and ~80,000 visitors monthly to the WTWH Medical Device Platform.

What we do:

MassDevice.com provides news and information for the medical device industry and the companies that drive it.

Recognized throughout the med-tech industry as a go-to source for originally-reported, quality news coverage, MassDevice.com reaches more than 75,000 readers each month through its flagship website and email newsletters

Since 2009, we have been

the

online journal of the medical devices industry, with hour-to-hour coverage of the devices that save lives, the people behind them, and the burgeoning trends and developments within the industry.Stay with MassDevice.com to learn the latest about sales, jobs, legislation and other areas of the medtech industry.Slide17

List of Some of Medical Design & Outsourcing Magazine Advertisers:

AmetekBird PrecisionBoyd coatingsCaplugsClippard InstrumentDa/ProEagle Stainless

Fluid MeteringHelical ProductsInterpower

Keystone Electronics

Master Bond

Maxon Motors

Micromo

Minnesota Rubber

Proto LabsRenishawScapa HealthcareSmalley SteelSpecialty CoatingThe Lee CoZeusSlide18

MassDevice.com

Who is MassDevice:Co-founders Brian Johnson and Brad PerrielloWhy Advertise on MassDevice.com?Your customers are here. If you need to reach Executives in the medical device industry, you’ve come to the right place. Our granular focus ensures that you’re reaching decision makers in the medical device industry. Every month, MassDevice brings in 75,000 unique visitors to our web site and each week our two e-newsletters are opened by more than 10,000 medical device executives from the top med-tech companies in the world.

Our readers are the management-level decision-makers at the top companies you’re aiming to reach, including Boston Scientific, Medtronic, Stryker, Baxter Medical and Smith & Nephew to name just a few. And we don’t just cover the big players on the block. MassDevice reports on companies at all levels of the industry’s food chain, from the billion-dollar babies to the bootstrapping start-ups.

Who is DeviceTalks?

MassDevice.com hosts premiere community-building events for the medical device industry on both coasts with our

DeviceTalks

series.

DeviceTalks is an evening for exchange of insight, ideas and contacts with the most prominent pioneers in the medical device space. Held annually in Boston, Minnesota and Orange County, Calif. participants enjoy an evening of networking and panel discussions. Slide19

New Product/Revenue OpportunitiesSlide20

NEW!

Medical Manufacturing and Fabrication Supplement Medical Design Briefs Targets over 19,000 subscribers involved in manufacturing, production, and quality control. Feature in–depth coverage of the tools and techniques companies are using to create the latest medical components and systems.Why Did We Start? For the past several years our readers have told us that Manufacturing is the #1 most requested topic PRINT - April & October

Digital Newsletter - May & NovemberList of Some of our Advertisers:

Branson Ultrasonics Corp.

Igus, Inc.

Proto Labs, Inc.

Toolnet International

Aberdeen

Hot ProspectsToday’s Medical Development AdvertisersIMTS Medical ExhibitorsServometerMahr FederalArthur G. RussellCitizenLemoKMCSlide21

ONLINE DIRECTORY

Creating an Online Directory from both our Outsourcing and Product Print Guides for our websiteCurrently we have the Ezine on our websiteQuestions for Luke – Can you make this happen?We do have Topics which contains content do we can keep them separate from our Online Directory?This will make our directory a true resource for engineers.Ability for additional revenue from both additional print ad packages and also enhanced listings.Promote & drive traffic to our website and the online directory.

Sales Team Thoughts?Slide22

Topic Focused Eblasts

Targeted Buy, Specify & Recommend Eblasts to 5K-10K – Sensors, Contact Mfg, Test & Measurement, Motors & Motion Control, Fluid Handling, etc. Limited to 4-5 PositionsSlide23

Virtual Event/Med e-vent & conference

Why Should Medical Design Briefs Consider hosting a yearly Virtual Event?New revenue potential for MDBWe sponsor at a few smaller shows however, other than our Casino night during MD&M West which is more of a social networking event we do not have our “own” show.Gives our clients the opportunity to utilize $$ from their Show Budget for MDB.Opportunity for both our readers and clients to connect on a new platform.

Positive feedback from a few clients who Helene and I have recently spoken to about VE and MDB hosting a VE. Clients have asked us if we are ever going to have our own event

In our Signet Research Study 26% stated they

regularly participate in Virtual Events/Training Seminars for business purposes

attend Virtual Event/Training SeminarsSlide24

Virtual Event

UBM Canon had attempted to produce virtual events about 5 years ago but due to various reasons they no longer have virtual events. Possible reasons why VE for UBM were unsuccessful:Already have too many live eventsUBM already utilizing majority of their show budgetPromotion to same audience attending live eventsStarted with multiple Virtual Events vs. one event

Conflict with Media Sales Staff/Show Sales Staff UBM Canon’s first event topic/focus was on Implantables. There were approximately 1000 registrants and 500 live attendees.

Positive feedback from a “Gold” sponsor who also sponsored one of the “seminars/webinars.”

Some of the VE follow-up research results from the audience was positive from both the experience and amount of time spent in the environment.Slide25

Components which can Aid in the Success of a Virtual Event:

Timing – Month and Waiting until 2015 for budget reasons.Content - Highly Respected Industry Experts/Topics or Companies for the Conference Sessions and Chat Discussion/RoomsSales people

Platform

Low price point for booths

Marketing

Sponsorship Opportunities:

Seminar/Webinars

Video Tech Briefs TV/Theatre Room

Tech Talks Booths Chat Sessions Slide26

Monthly Exclusive Insert

Custom Exclusive OpportunityBy positioning it as there is only one per issue we create a sense of urgency to secureSales Team thoughts on any other MDB New Products or InitiativesSlide27

Target Accounts – Top Missing Advertisers

Med

Medical

Todays

 TLDesign Design MedAdvertiserPgsBriefsMDDITechMPODevelpBIMBA MFG CO2207807DSB BRAUN/OEM PA1607090HBETQ INC1407070RRNELSON LABS12.5062.540DSSTAR CNC MACHINE11000011RBTRIANGLE MFG10000100RRCADENCE INC9.6703.50.675.50HB/RRCLIPPARD INSTR9.500.5900RBCARCLO TECH P/PA902070JMRENISHAW/IL900009BCPLASTICS ONE INC8.5044.500RRCAPLUGS808000RBGIBBS & ASSOC800008?LNS AMERICA IN800008THMC MACHINERY SYS800008JMMEAN WELL800800CPPENN UNITED TECH800080JMAVALON LABS701.523.50DS/HBDOOSAN/INFRACO700007RRMAHR FEDERAL700007DSSlide28

Success Stories/Challenges

SuccessNelson LaboratoriesCadenceAvalon Labs/Nordson MedicalMahr FederalNEW BUSINESSSterigenics International LLC – SWUnimed SA – JHNason – RT

Magnetic Component Engineering - RRIPG Photonics – EMReell Precision - PHBranson HBAmetek Hunter Springs – JM

Medbio - DS

Challenges

Bimba

B. Braun

Donatelle