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?
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.
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.
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.
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?
Medical device and diagnostic companies develop some of the most technologically advanced products, but often their marketing tactics lag behind other high-tech industries. Despite the limitations of marketing in a highly regulated environment, there's an opportunity for medical device and diagnostic companies to stand out in their respective spaces with a solid digital marketing strategy.
You’ve come up with a great medical device or diagnostic technology. You’ve got your plans in place for Product Development, Manufacturing, and Regulatory but now it’s time to think about how you’re going to launch this product.
