Focus Magazine - Summer 2013 - 30

PRODUCTTRAINING

3D Models for Marketing
Medical Devices
I By Scott Gassel and Donna Eldridge

W

Engaging
prospective
customers
through a
realistic
& unforgettable
surgical experience
can reinforce key
strategic messages.

30

e know that multi-sensory experiences
promote understanding, retention and
recall. Products can be made even
more memorable with 3D models, adding touch
to the visual and auditory content.
Each time you have the opportunity to
educate clients on the use and application of
your device, you could be – and you really
should be – showcasing and reinforcing the
product in a way that is practical, realistic, eyecatching and dynamic. Here’s how Angiotech
used a model to spark curiosity, start
conversations and tell a more compelling story
for their new medical device, BioSentry.
Angiotech’s BioSentry is the first device
available that deploys a hydrogel plug preventing
collapsed lung, the most common potential lung
biopsy complication. More than 250,000 lung
biopsy procedures are performed annually in the
United States.
The Angiotech sales and marketing team
wanted a way for physicians to see where the
device is ultimately deployed in the lung before
using it on a patient. Angiotech Director of Sales

Scott Gassel understood that letting the surgeon
see the device demonstrated and then giving he
or she the opportunity to try it for themselves
would be the best way to take the application
from “concept to reality.”
A model was designed that would let
practitioners test BioSentry on a lung prototype
so that they could experience and get
comfortable using the device before they were in
a surgical setting.
In practice, the Angiotech team found that
their new 3D model did exactly what it was
designed to do: Encouraged deeper and more
constructive conversations with physicians.
Because the model was intentionally engineered,
physicians were able to compare it to the
traditional practice while giving the sales person
the opportunity to emphasize the benefits,
provide validation, challenge methods and build
trust. And when the salesperson used the
demonstration model to communicate the key
strategic messages, it won over physicians,
convincing them to make the change and adopt
Angiotech’s new approach. The sales team
appreciated that the model created for them was
compact, lightweight, durable, intuitive,
beautiful, simple and, most importantly,
effective.
Engaging prospective customers through a
realistic and unforgettable surgical experience
can reinforce key strategic messages and
highlight critical competitive differentiators –
promoting understanding, encouraging trial and
boosting adoption of a medical device.
Training professionals and sales leaders are
choosing models in support of marketing efforts
for a number of reasons.
• Engage the senses. Surgeons are by nature
hands-on people. White papers, printed
literature, slides, workshops and discussions,
don’t provide the application, experience and
FOCUS | SUMMER 2013 | www.spbt.org


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Focus Magazine - Summer 2013

Table of Contents for the Digital Edition of Focus Magazine - Summer 2013

Focus Magazine - Summer 2013
From the President: Why Does Innovation Matter to Training?
Contents
Guest Editor: The Importance of Training Analytics
Front of the Room: Focus on Intention
Conference Recap
Merck's Global Learning Transformation
Building a World-Class Training Organization
Neuroscience and Learning: Lighting up the Brain
iPad Training: The NFL Playbook
3D Models for Marketing Medical Devices
Tactical or Strategic?
Is Your Elevator Pitch Ready?
Virtual How
Member News
World-Class Training Pull Through
Ad Index
Focus Contacts
5 Questions: 5 Questions with ... Dan Pink
Focus Magazine - Summer 2013 - Intro
Focus Magazine - Summer 2013 - Focus Magazine - Summer 2013
Focus Magazine - Summer 2013 - Cover2
Focus Magazine - Summer 2013 - 3
Focus Magazine - Summer 2013 - 4
Focus Magazine - Summer 2013 - From the President: Why Does Innovation Matter to Training?
Focus Magazine - Summer 2013 - 6
Focus Magazine - Summer 2013 - Contents
Focus Magazine - Summer 2013 - 8
Focus Magazine - Summer 2013 - 9
Focus Magazine - Summer 2013 - 10
Focus Magazine - Summer 2013 - Guest Editor: The Importance of Training Analytics
Focus Magazine - Summer 2013 - 12
Focus Magazine - Summer 2013 - Front of the Room: Focus on Intention
Focus Magazine - Summer 2013 - Conference Recap
Focus Magazine - Summer 2013 - 15
Focus Magazine - Summer 2013 - 16
Focus Magazine - Summer 2013 - Merck's Global Learning Transformation
Focus Magazine - Summer 2013 - 18
Focus Magazine - Summer 2013 - 19
Focus Magazine - Summer 2013 - Building a World-Class Training Organization
Focus Magazine - Summer 2013 - 21
Focus Magazine - Summer 2013 - 22
Focus Magazine - Summer 2013 - 23
Focus Magazine - Summer 2013 - Neuroscience and Learning: Lighting up the Brain
Focus Magazine - Summer 2013 - 25
Focus Magazine - Summer 2013 - 26
Focus Magazine - Summer 2013 - 27
Focus Magazine - Summer 2013 - iPad Training: The NFL Playbook
Focus Magazine - Summer 2013 - 29
Focus Magazine - Summer 2013 - 3D Models for Marketing Medical Devices
Focus Magazine - Summer 2013 - 31
Focus Magazine - Summer 2013 - Tactical or Strategic?
Focus Magazine - Summer 2013 - 33
Focus Magazine - Summer 2013 - 34
Focus Magazine - Summer 2013 - 35
Focus Magazine - Summer 2013 - Is Your Elevator Pitch Ready?
Focus Magazine - Summer 2013 - 37
Focus Magazine - Summer 2013 - Virtual How
Focus Magazine - Summer 2013 - 39
Focus Magazine - Summer 2013 - 40
Focus Magazine - Summer 2013 - Member News
Focus Magazine - Summer 2013 - World-Class Training Pull Through
Focus Magazine - Summer 2013 - 43
Focus Magazine - Summer 2013 - Ad Index
Focus Magazine - Summer 2013 - Focus Contacts
Focus Magazine - Summer 2013 - 5 Questions: 5 Questions with ... Dan Pink
Focus Magazine - Summer 2013 - Cover3
Focus Magazine - Summer 2013 - Cover4
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