Rob Murphy has been
a vital member of the
MC2 leadership team
since the company’s
inception in 1999. With a background in
advertising as well as marketing expertise
for a variety of industry verticals including
healthcare, automotive and consumer
electronics, Rob is able to apply his deep
understanding of face-to-face marketing
to the challenges these markets represent.
MC2 (“MC-squared”) is a leader in the
exhibit and event marketing industry. The
company designs, builds and manages
integrated marketing programs for events,
exhibits, and brand environments for the
world’s best brands. MC2 can number
many of its staffers as members of the
Healthcare Convention and Exhibitor’s
Association. The company brings clients
to more than 80 healthcare exhibitions
ogy and augmented realities are more commonly
blended than in the past, offering greater versatility
in user interfaces.” —Jason Latta, Amazing Robot
& Sons 13
• Digital games and simulations create engagement and training tools, leveraging assets of the
game to create a guided simulation about product
use for one-on-one sales presentations
• Technology walls have the capability to play
movies while multiple windows containing very
detailed, complex 3D models are simultaneously
popping up and responding to input from the attendee. Ambient interactivity typically refers to interactive forms built into or embedded in physical
environments, such as interactive tables, windows,
• Mobile technology gives buyers immediate, efficient communications from mobile applications
that provide product visualization in a way that’s
never been done before
• Mobile applications and business related
social networks will help differentiate and extend
the “e-detailing” process moving forward
• 3D Mapping projections use different surfaces
for illumination and projection of 3D images. These
applications are designed to support the conversations clients expect to have
The way customers seek and receive information and
how we provide information and monitor results
are changing. Changes to the business environment.
Changes in buyer expectations. Changes in the opportunities available to communicate with buyers.
Weighing the impact all of these changes is essential.
Whether from a physician, extender, hospital CEO or
sales force perspective, it is clear that the medical device industry must adjust itself to the needs and wants
of younger generations. Marketers must become as
technologically enabled as their customers. •
1Creating a new Commercial Model for the Changing Medtech
Market. Bain Industry Brief. Feb. 2011
2Chris Llewellyn, Dmitry Podpolny, and Christian Zerbi. Capturing the new ‘value’ segment in medical devices. www.mckinsey.
3The Changing Landscape of Healthcare Events: New Audiences.
New Opportunities. HCEA. Jan. 2016.
4Marketing To Physicians: A Physician’s Perspective. deviceph-arm.com, Jul. 13, 2015
5The New Cost-Conscious Doctor: Changing America’s
Healthcare Landscape. Bain Industry Brief. March 2014.
67 Reasons You Need to Get Closer to Healthcare Extenders.
7MC2 Exhibits, Events, Environments www.mc-2.com
8The Millennial Effect: A Generation Changing Healthcare Technology. Kristin Hambelton. www.evariant.com. August 2015
9Why Medical Device Companies Need a Digital Marketing
Strategy. C-Suite Resources. Feb, 2014.
10ZS Interview: Why Medical Products Companies Should
Experience the Customer Experience. ZS Associates.