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What Can the Winners of the Medical Marketing & Media Awards Teach Us?

Julia Darden
Posted by Julia Darden on Oct 28, 2016 8:17:22 AM

Medical marketing awards events are exciting. A great excuse for a new dress. A night of sweaty palms, high fives, and team celebrations.

Even if you tend to skip these sorts of competitions—as we do—because “It’s all about the results, not awards”—you’re secretly glad when a client enters a campaign you’ve sweat blood over. I still remember

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Six Ways a Creative Theme Makes Medical Product Launches and Campaigns Easier

Jacqueline Murray
Posted by Jacqueline Murray on Oct 20, 2016 6:55:00 AM

Having crossed over from the world of product marketing to the agency side, I’ve had the opportunity to see medical device and diagnostic product launches from a different perspective.  I now have the luxury of focusing on the planning and execution of the communication plan, without the responsibility of getting the product through the product development process.  From this vantage point, I have gained a greater appreciation of the value of having a creative theme. I knew it was helpful to have one – but I never had time to consider why.  Recently I was asked “Why do we need to spend time developing a creative theme?”  To answer, I drew on my experience as a product manager.

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How NOT to Test Creative. 6 Common Mistakes You Can Easily Avoid.

Jacqueline Murray
Posted by Jacqueline Murray on Sep 29, 2016 8:00:00 AM

You and your team have spent countless hours preparing to launch a new healthcare marketing campaign.  You really like the creative your agency has presented for your medical device or diagnostic.  You aren’t sure which of the options you should move forward with. Or, perhaps you like one idea and your boss likes another.  How do you find out which option is going to connect with your customers and support your objectives?  The answer, of course, is to conduct market research.  But this campaign is too important to you to just check a box.  How do you make sure the results guide you and your team in the direction that’s going to be successful?

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3 Reasons Attending Ohio Bioscience Networking Events Benefits You and the Region

Jacqueline Murray
Posted by Jacqueline Murray on Sep 6, 2016 8:30:00 AM

You are definitely too busy to attend local training and networking events.  You're not looking for a job. You don't need any new clients. You certainly don't need any more LinkedIn contacts or Facebook friends...  So why should you give up some of your precious time? Although I'd argue that we're always looking for our next job, client or contact - there are 3 big reasons for those of us working in an emerging biotechnology area like NE Ohio.

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Evaluating the Strength of a Positioning Strategy for Healthcare Products

Julia Darden
Posted by Julia Darden on May 25, 2016 6:19:20 PM

Once you, and/or your agency, have developed a positioning strategy for your new medical or technology product, how do you evaluate its strength? Does it really set your product apart? Will it work beyond the initial launch, once your competitors have a chance to respond? Is it the best position for you? While you can never be certain of a position's strength, there are two steps you can take to increase your confidence.

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Developing a UVP and Positioning Strategy for Healthcare Products

Julia Darden
Posted by Julia Darden on May 25, 2016 6:18:39 PM
A clearly defined unique value proposition (UVP) and positioning strategy are key to the launch of any new medical device, diagnostic, or informatics product. Before you start, it’s important to remember that the UVP and positioning development process are rooted in a clear understanding of your customers and what drives them emotionally. If you need some insight into developing emotional drivers, start with our personae development post.
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No Market Research Budget: No Problem

Jacqueline Murray
Posted by Jacqueline Murray on Jun 15, 2015 9:59:00 AM

Tips for Fast and Cheap Market Research

We all know how valuable voice of customer (VOC) research can be to the marketing professional. Customer input is essential for all aspects of marketing, including product development, communications and strategic planning. The challenge is that we often don't have the budget to execute a full-scale research project.  This blog answers the question "What tips can you give me to get voice of customer input quickly and with minimal expense?" Undertaking a "do it yourself" market research program might seem daunting at first, but here are five ways medical device, diagnostic and healthcare marketers can gather market research data without spending a fortune.  

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Personification: Beyond Segmentation to Customer Personae

Jacqueline Murray
Posted by Jacqueline Murray on Sep 25, 2014 12:30:00 PM

Do you know what content will captivate your target customers? Are your sales people armed with messages that resonate? Is your website attracting attention and speaking to your customers? Do your new products delight customers?  To achieve your brand’s marketing and commercial goals, you need to align with the needs and goals of your users.  Having robust market segmentation and buyer personae profiles are a means to help your team understand your users and customers better and communicate with them more effectively. 

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Medical Device and Diagnostic Marketers Can Blog Too!

Jacqueline Murray
Posted by Jacqueline Murray on Aug 11, 2014 7:26:00 AM

Content marketing for healthcare is gaining momentum. Leading organizations are embracing the challenge of developing content and the primary channel for its distribution: a business blog. For many medical device and diagnostic marketers, the mere suggestion that they should consider adding a blog to their digital marketing arsenal incites fear, paranoia and a sense of utter hopelessness.....

Fear not intrepid ones! Here are some tips to overcome the most common hurdles you'll encounter when implementing a new business blog. 

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5 Ways Your Website Can Act Like Your Best Sales Representative

Jacqueline Murray
Posted by Jacqueline Murray on Jul 15, 2014 6:02:00 AM

With the increasing pressure on marketing to deliver measurable results you need to identify new ways to drive sales and increase revenue. Recruiting, training and motivating a great sales team is a key factor in driving revenue.  As marketing professionals we are responsible for developing the marcom materials that will support our sales efforts. We are also tasked with developing sales training materials.  And, we arm our sales team with the industry knowledge and insights they need to be a trusted resource for our customers. But is your website pulling its weight in the sales process?

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