Tag: Danaher

1 Year of Marketing Medical Devices- Reflections

1 Year of Marketing Medical Devices- Reflections

May 2nd 2019 marked 1 year of my first post-MBA job. I was recruited for the GMDP Program by Danaher at the campus placements at Indian School Of Business and was placed as a Marketing Manager at KaVo Kerr, one of the medical devices firm of Danaher.

The last one year had been nothing short of a roller-coaster ride. From drafting Go-To-Market Strategy for Imaging Equipment and presenting the same to the entire leadership team at the HQ to getting a Mandarin document translated to have some insights for the Marketing Communication for a newly launched product, this job got my hands dirtied at almost everything Marketing. I traveled across the length & breadth of India (to organize trade events) and a bit of USA (to attend the annual GMDP Conference). From attending the welcome dinner for GMDP Associates at Marriott Washington DC, bonding with colleagues on a rooftop overlooking the beautiful Lake Pichola at Udaipur to checking-in in a shady hotel room without any AC in Vellore that I had to book in a rush because my train reached late- this job added another set of travel stories to my memorabilia.

I have been following this practice of jotting down my reflections, musings and learning after reaching a certain milestone since quite a while, more so because I believe that making an effort to write down the learning in itself allows me to delve deeper and gather some more impactful insights from my own experiences. Here are a few of them :-

  1. Getting the Marketing Communication right is much more important than you think :-  We would all agree that getting the right message across can help a great deal in converting the customer and pushing them to the next step of the buyer’s journey. But in Digital Marketing Campaigns, the correct message can also also help you to save money and prevent you from burning your limited marketing budget. For example, if you are conducting a lead generation campaign on Facebook, where you are charged per impression (instead of per leads generated), you should know what message you should put across on the Ad (through Images & Text), so that those who are viewing the ad end up filling the form (and hence generating a lead for you). A faulty message that doesn’t resonate well with your customer, will just be an impression failing to be converted into a potential lead that you can pursue.
  2. You have equal responsibility towards your internal customers as much as the external customers :-  For a Marketing Managerthe internal customers refers to the sales & service team. Providing adequate support to the sales & service team with appropriate marketing content, leads, product expertise, doctors’ contacts etc is of utmost importance.
  3. Digital Transformation can’t be overlooked anymore :- I worked to build the KaVo Kerr India Mobile App with the help of our National Service Head and a 3rd part Android Developer to streamline and digitize three processes- Filing request for service/repair of an existing product, requesting demo of any product from our portfolio and registering for our Training & Education Events. Once the App was ready in its final form, we realized how much potential it holds to act as a single tool for lead generation and to reduce the service turnaround time.
  4. Continuous innovation even in a small form catches eyeballs :- Apart from Digital Marketing & Marketing Communication, I am also incharge of Trade Event Management. I have noticed that introducing something new and engaging which our customers haven’t experienced before in a trade event, always helped us in gathering footfall. Over the year, with the help of my team, I introduced multiple new concepts- inclusion of a live training room within our booth, standees with our existing customers’ pictures & testimonials, an online quiz about our products which customers can attempt at our booth and win prizes, a ‘Happy Customers’ bulletin board with our customers’ polaroids and so on. Putting the thinking cap on for such events and going the extra mile and can reap rewards in terms of catching a prospective customer’s attention.
  5. Wherever possible, try to hit two (or more) birds with one stone :- Immediately after a joining I launched a Monthly online Quiz for customers with prizes for the winners (Dental Consumables that the Dentists could use in their practice). The participants needed to register for the quiz by providing their contact details and the questions of the quiz were exclusively based on the various differentiating features of our products. Hence, along with increasing the brand & product awareness and driving customer engagement, I was also able to collect our target segment’s contact data. Later once the quizzes got popular, I also used them to campaign for our trade events. After this, I have constantly tried to think of ways to achieve more than one objectives while working on a particular project/campaign
  6. If you will look close enough, you will find where are you burning money :- One of the first actions that I took after joining was contacting our Digital Marketing Agency and letting them know of our expectations. Their contract expired next month and they failed to provide what we asked for. After discussing with my manager, I decided not to renew the contract and take full responsibility of Digital Marketing myself. Though I have no formal training in graphic designing, I also decided to design all the basic marketing collateral such as flyers, event brochures, campaign images etc by myself  (Canva.com came to my rescue here) instead of depending on a vendor. At the end, it not only saved a good chunk of marketing budget, but also saved a lot of time.
  7. Networking ALWAYS helps :- The best feature of the GMDP Program of Danaher was that I got to know many other GMDP Associates from other operating companies of Danaher. I got a chance to learn about various initiatives that Marketing Managers of other Danaher companies had undertaken and eventually learnt a lot from their experiences.
  8. Continuous monitoring of campaigns’ performance is important :-  There are a few campaigns which fail to achieve the desired objective. Hence it becomes imperative that you keep monitoring the performance and stop a non-performing campaign before it eats into your budget without giving any results.
  9. You must always keep the Business Ethics & Compliance policies on the back of your mind :- There is a reason MNCs put so much of emphasis on Compliance Training. There might be instances where your intentions may not be wrong, still your actions can fall under the ‘grey’ zone. Being thorough with the compliance & ethics policies of your company can save you from such unfortunate situations.
  10. Rapport between Sales & Marketing Departments helps in mutual respect & appreciation of each other’s work :- Whenever possible, I tried to attend Sales Team meetings to keep them acquainted of everything that we were doing to drive customer engagement, generate leads and help them with marketing content. We also had a provision of inducting every new sales manager with various initiatives and modus operandi of the Marketing Department.

I am excited for all the challenges that this year has in its bag for me and I hope I keep adding value to the firm in any which way possible.

Connect with me on Linkedin | Facebook | Instagram 

 

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Placements at ISB- My Story Part 2

Placements at ISB- My Story Part 2

This is a continuation of my previous post- Placements at ISB- My Story Part 1

So I had decimated my number of shortlists from 8 to 2 for the 1st day of Day 1, i.e. 23rd November 2017. Since Directi has shortlisted almost everyone who had applied, my only hope was Danaher.

After getting the shortlist at 2.45 am, I started messaging all my close Dentist friends to have an idea about Kavo Kerr (the Danaher company I was going to interview for) as a brand. I started getting their replies when they woke up at around 8 AM. I also talked to an alum over the phone who had got through Danaher last year. Hence, by the time I sat for interview I had a decent idea about Kavo Kerr’s product, sales, distribution and marketing strategies.

I had woken up in the morning with a sore throat, runny nose and slight fever. I made coffee and somehow burned my tongue while sipping it. So, I was all set for the interview with 100+ degree fever, runny nose, sore throat and a burned tongue. I reached the interview venue (Executive Housing) at the designated time (10.30 am) and as expected the interview was running late. Finally I went in at 12.30 PM. Expecting a technical interview (since I already had had a behavioral interview last night), I was a bit surprised when this interview went on behavioral line as well. After a short conversation of 15-20 min, they asked me to leave and said they will inform me if I am selected for the next round.

I left for the interview venue of Directi. I had already missed my designated slot and they asked me to wait. After waiting for around half an hour, they told me that my interview will be taken in the evening. I left the venue to grab a bite as it was already 1 PM. I bumped into a friend from Mohali and we ordered a sandwich. As soon as we sat together to eat, I got a call from Danaher saying I should report ‘immediately’.

I ran again like a ninja, panting & sweating like crazy, only to be asked to ‘wait’. I kept waiting for another hour and they called me in.

I was again facing the same two HR Leaders (who took the pre-process interview) and they again started with a couple of behavioral questions.

What is you other option apart from Danaher? Will you accept the offer if we give it to you now? How much salary are you expecting? Are you just saying that salary isn’t your major criteria to impress us?

I guess I answered all these questions to their satisfaction, but I was again asked to wait. After a while, I was called and they said they will put me on call with some business leaders from Singapore. I said, “OK” and again a period of waiting ensued. I was called in after another 30-35 minutes and they said “We would like you to talk to another business leader who is taking interview in the next room. Please wait till he is done”

I finally got to meet the concerned person after another half hour. The interaction  started with a lot of WHYs- Why Dentistry? Why Digital Marketing? Why Dentistry if you wanted to do Digital Marketing? Why MBA and why ISB? How can you help Kavo Kerr (the dental product company under Danaher) brand to grow?

The questions also spanned across the details of my ELP. Then the interviewer said, “I understand you have taken many initiatives in Oliveboard (the startup where I worked prior to ISB) but Danaher would be different. You need to keep everyone in loop before taking any major decision. You just can’t do things at your whim. In next 5 minutes, I tried my best to explain that how I have also undertaken many projects in a ‘planned & systematic way’. “Fantastic” was the word with which he ended the interview.

I was called in immediately after 2 minutes and they said the business leader at the Singapore office has asked them to take the final call and hence I don’t need to talk to him directly.  After 5 minutes, I was called in for the salary negotiation & final offer. Once I signed the offer letter, I was led to another room to meet other business leaders.

I went back to my room, slept for a while and then left for Directi interview (even when I had no intention of joining them) because according to the rule, we needed to attend all the scheduled interviews for the day even after signing an offer.

It’s weird that I am writing this post just the night before my Day 1 at Danaher. With a bit of cold feet (as it will be first stint at Corporate Life), I am excited, humbled as well as grateful to ISB. I will keep you all updated with my future experiences.

Attraversiamo!

Placements at ISB- My story Part 1

Placements at ISB- My story Part 1

It was 21st November 2017, when I had my 1st reject. I am not talking about resume rejects (had already faced enough of them already). It was the pre-process of AbInBev where I was rejected after 10 minutes of GD. Before I could understand what exactly was happening, the GD ended, 5 people were selected and rest were asked to leave. I got an indication and sense of what I have to face in rest 3 days. By the time I reached back to my room, I had some new emails- Resume rejects from Max, JnJ and HealthifyMe (I had no clue why) and shortlists from Samsung, Godrej and DHR (again, I had no clue why!)

Mohali people had arrived and were staying at a Hotel. In evening, I packed a few clothes for the night, my laptop and went to the hotel to stay overnight with 2 friends of mine. The idea was to relax myself a bit and get a change from the overtly tense environment of the campus.

5

I had to submit a case for PhonePe pre-process interview the next day (22nd November 2017). It was almost 5 AM by the time I finished the case. I decided to wait till 6 AM (that’s the time when the schedule of the entire day is mailed!!). I realized I had 8 pre-process interviews/GDs lined up for the day. I slept for 2 hours and left hotel at 8 AM.

My first GD was for Star scheduled at 11:40 AM. But they were running late and HUL GD was scheduled at 12. I decided to skip Star and join it at some later slot. HUL GD was exactly like AbInBev, except I really think I performed decently this time. But I was again not selected. Next was Samsung. The GD was at some place in the campus where I had not visited before. I had to run to reach on time and was already sweating by the time I reached the venue. The GD had already started and they asked me to come after 2 hours as it was not likely that 8 more people will be gathered immediately for another GD round. Dejected, I returned back to the academic block for PhonePe interview.

PhonePe interview started on a good note (it was more of a case discussion) but by the end, I knew I had messed it. I was tired and was suggesting some really un-scalable ideas as an aspiring Brand Manager. The case discussion went on for 40-45 minutes but somehow I already knew that I won’t be able to make it. I ran to the Samsung venue, where they informed me that all the GD rounds were already over and they can’t accommodate me.

Now I had only Godrej (6 PM) and DHR (11.30 PM) Pre-Process left. Godrej’s was again a GD round. It was an infrastructure based case and I really couldn’t perform well there too. I returned to my room by 7 PM by had no energy or even motivation left to go for DHR Pre-Process. But the only thing that gave me a reason to go ahead was the fact that DHR’s pre-process was a 15 minute interview and not a GD. I had just applied to DHR because it had a Sales & Marketing role and hadn’t even bothered to look at their JD.

I finally opened DHR’s JD Document and to my utter surprise DHR stood for Danaher and the role was Marketing for one of their Dental Product brand- Kavo Kerr. I saw a ray of hope and tried to prepare for interview but literally had no energy to do so. I slept for 1 hour and left for the interview venue at 10.30 PM.

My interview started at 11.30 PM and went for only 10 minutes. At 2.45 AM, I had 3 mails- reject from Samsung & Godrej and selected for Round 2 of Danaher.

The Next day was Day 1.1 (23rd November 2017)- the first day of the placement season. I was left with only two shortlists- Danaher & Directi (who had shortlisted almost everyone).

1
Clicked on the night of 22nd November 2017, while returning from Danaher’s Pre-Process Interview.

Click here for the next part- Placements at ISB- My Story Part 2