Output Medical’s marketing and communications strategy is simple, yet elegant: tell the story. Storytelling is a timeless tool that can help both a startup or a Fortune 500 company connect with their audience. Our goal is to use the narrative to lay out of all entities that make Output Medical drive forward the mission to become leaders in the Acute Kidney Injury space. As we move towards our clinical trials at the University of Chicago and OSF-Peoria, there will be quite the need for analytical detail. From a marketing perspective, however, it is critical to humanize the experience and the vision that is Output Medical.
Here are the key roles in Output’s narrative….
The heroes in our story are the healthcare professionals, hospital administrators, and procurement officers. The healthcare professional team comprised of nurses and physicians create the foundation for healthcare. Nurses will interact with our product on an hour to hour basis, and moreover will be on the frontlines of acute kidney injury diagnosis. Physicians will interpret the information that our product gives the nurses, making decisions on whether or not the patient needs to be moved to dialysis or surgery. Hospital administrators and procurement officers are the ones who help innovation reach hospitals and healthcare systems. Without their support, Output cannot aid healthcare providers.
The antagonist in Output’s story is manual fluid output measurements. Essential vital measurements such as heart rate, body temperature, blood oxygen, and blood pressure are automated; why is urine output still measured manually? For many ICU patients, urine output is just as important a physiologic parameter. Manual measurements can often be inaccurate, which has the potential to increase mortality, cost of care, length of stay, and readmission rates. The manual method creates a significant burden to hospital systems and is certainly getting in the way of our heroes’ mission.
The resolution to this narrative is the automation of urine output measurements when Foley catheters are used. The ability to communicate via EMR will allow nurses and physicians to work together like never before; and more importantly, will allow healthcare professionals to detect acute kidney injury in the transient phase. Nurses have far too many tasks to accomplish in their shift; kneeling down to read a number off of a bag, manually enter it on paper, and then type it into the computer need not be an additional one!
Output Medical looks forward to sharing its story with you.