3 things you can do to replace face to face interactions
Even before social distancing eliminated in-person sales calls from healthcare and pharma representatives, it had become increasingly difficult for sales people to get face time with clinicians. How do you connect with clinician customers when you're cut off from them by social distancing or other barriers?
12 ways to connect with customers, generate leads and conduct research in a difficult environment.
In the interest of public health, your trade shows and conferences have been cancelled. It’s an essential move—but what do you do if these shows are essential to your marketing strategy. If you’re in technology, or, ironically, in healthcare, it’s likely that they are. So, what do you do?
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
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.
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?
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.
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.
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.
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.
