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

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.

Part One: An Effective Creative Brief

For many marketers, attending creative presentations is one of the best parts of their job.  But, let’s face it, while seeing the marketing strategy for a new product launch come to life in words and images can be exciting–it can also be stressful.

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.