Derek Kim has the unique opportunity as the Digital Marketing Specialist at IDx to craft how the company is represented online through the IDx website and various social media channels. “I work on a wide variety of digital platforms, testing different messaging for something that has never been done before,” said Kim. “This is the first time someone has tried to market an autonomous AI diagnostic tool, as it’s the first one of its kind.”
Digital marketing for a medical technology company is more complex than you might think. It’s not just posting to social media or making a change to the website, it’s taking the messaging from conception to realization, while staying true to the company’s mission, and following the regulations involved in marketing a medical device.
As a member of the marketing team, Kim is tasked with communicating IDx’s philosophy toward safely implementing AI in healthcare. “While there has been a lot of hype about AI, IDx has separated itself from the hype by showing that there are different ways to apply AI as it isn’t just one thing, and there isn’t just one way to do it.”
IDx has set a precedent in the field by being the first autonomous AI medical device to get clearance from the FDA. Kim stressed that everything at IDx is done intentionally, through well-established procedure, and with purpose, in marketing, as in everything else. “We are doing things the right way and are careful to always be truthful and never misleading, because it’s the right thing to do for patients, customers, and the public.”
One of the common misconceptions that Kim and the marketing team work to address, is the idea that AI in medicine could make doctors obsolete. Kim says, “The doctor is never going to be taken away. AI may detect things that a human eye cannot, but the AI is there to help, not to take over. Whatever AI can do to enable specialists to focus on the patients that need their care most, that is what we are concentrating on.”
The mission of IDx, and their dedication to making a difference in healthcare is what drew Kim to his position. “I love knowing that the work I do will actually have an impact on patient care,” said Kim. “One of the exciting things about my job is that I get to expand our reach so more people are aware of what we do.”