--- title: DardenLentz Marketing and Branding Blog | Brand Development description: Brand Development | A marketing and branding agency sharing our experience in the art and science of marketing with our healthcare and technology clients. --- - [HOME](http://dardenlentz.com) - [EMOTIONAL BRANDING](https://dardenlentz.com/emotional-branding) - [PRODUCT LAUNCH](http://dardenlentz.com/product-launch-test-page) - [STRATEGIC STORYTELLING](http://dardenlentz.com/storytelling) - [OUR TEAM](http://dardenlentz.com/team) - [OUR CAPABILITIES](http://dardenlentz.com/new-page-2-1) - [OUR EXPERIENCE](http://dardenlentz.com/experience-1) - [BLOG](https://branding.dardenlentz.com/blog) - [CONTACT](http://dardenlentz.com/new-page) [![D.L_copy_copy._Logo_FINAL_NOTAG.png](https://branding.dardenlentz.com/hs-fs/file-604660393-png/images/D.L_copy_copy._Logo_FINAL_NOTAG.png?width=191&name=D.L_copy_copy._Logo_FINAL_NOTAG.png "D.L_copy_copy._Logo_FINAL_NOTAG.png")](http://dardenlentz.com/) [![](https://branding.dardenlentz.com/hubfs/Tradeshow_300_175.jpg)](https://branding.dardenlentz.com/blog/medical_marketing_tradeshow_cancelled) - - - - - ![Tradeshow_Booth_1](https://branding.dardenlentz.com/hs-fs/hubfs/Tradeshow_Booth_1.png?width=1562&name=Tradeshow_Booth_1.png "Tradeshow_Booth_1") ### [Marketers, your major shows have been cancelled. Now what?](https://branding.dardenlentz.com/blog/medical_marketing_tradeshow_cancelled) ![Julia Darden](https://branding.dardenlentz.com/hubfs/images/Julia_Darden_otl.png) Posted by [Julia Darden](https://branding.dardenlentz.com/blog/author/julia-darden) on Mar 23, 2020 7:42:28 AM **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? [Read More](https://branding.dardenlentz.com/blog/medical_marketing_tradeshow_cancelled) [![MMM_Awards.png](https://branding.dardenlentz.com/hubfs/Blog%20Images_new_2017/MMM_Awards.png)](https://branding.dardenlentz.com/blog/medical_marketing_award_lessons) - - - - - ![Header_MMM_AwardWinners.png](https://branding.dardenlentz.com/hs-fs/hubfs/Blog%20Images_new_2017/Header_MMM_AwardWinners.png?width=1562&name=Header_MMM_AwardWinners.png "Header_MMM_AwardWinners.png") ### [What Can the Winners of the Medical Marketing & Media Awards Teach Us?](https://branding.dardenlentz.com/blog/medical_marketing_award_lessons) ![Julia Darden](https://branding.dardenlentz.com/hubfs/images/Julia_Darden_otl.png) Posted by [Julia Darden](https://branding.dardenlentz.com/blog/author/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 [Read More](https://branding.dardenlentz.com/blog/medical_marketing_award_lessons) [![Product_Launch.png](https://branding.dardenlentz.com/hubfs/Blog%20Images_new_2017/Product_Launch.png)](https://branding.dardenlentz.com/blog/6_ways_creative_theme_-makes_product_launch_campaign_easier) - - - - - ![Header_Product_Launch.png](https://branding.dardenlentz.com/hs-fs/hubfs/Blog%20Images_new_2017/Header_Product_Launch.png?width=1562&name=Header_Product_Launch.png "Header_Product_Launch.png") ### [Six Ways a Creative Theme Makes Medical Product Launches and Campaigns Easier](https://branding.dardenlentz.com/blog/6_ways_creative_theme_-makes_product_launch_campaign_easier) ![Jacqueline Murray](https://branding.dardenlentz.com/hubfs/images/Jacqueline_Murray_otl.png) Posted by [Jacqueline Murray](https://branding.dardenlentz.com/blog/author/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. [Read More](https://branding.dardenlentz.com/blog/6_ways_creative_theme_-makes_product_launch_campaign_easier) [![Creative_Testing.png](https://branding.dardenlentz.com/hubfs/Blog%20Images_new_2017/Creative_Testing.png)](https://branding.dardenlentz.com/blog/6_mistakes_to_avoid_when_testing_creative) - - - - - ![Header_Testing_Creative.png](https://branding.dardenlentz.com/hs-fs/hubfs/Blog%20Images_new_2017/Header_Testing_Creative.png?width=1562&name=Header_Testing_Creative.png "Header_Testing_Creative.png") ### [How NOT to Test Creative. 6 Common Mistakes You Can Easily Avoid.](https://branding.dardenlentz.com/blog/6_mistakes_to_avoid_when_testing_creative) ![Jacqueline Murray](https://branding.dardenlentz.com/hubfs/images/Jacqueline_Murray_otl.png) Posted by [Jacqueline Murray](https://branding.dardenlentz.com/blog/author/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? [Read More](https://branding.dardenlentz.com/blog/6_mistakes_to_avoid_when_testing_creative) [![Positioning_Strength.png](https://branding.dardenlentz.com/hubfs/Blog%20Images_new_2017/Positioning_Strength.png)](https://branding.dardenlentz.com/blog/evaluating-the-strength-of-a-positioning-strategy-for-healthcare-products) - - - - - ![Header_Positioning_Strength.png](https://branding.dardenlentz.com/hs-fs/hubfs/Blog%20Images_new_2017/Header_Positioning_Strength.png?width=1562&name=Header_Positioning_Strength.png "Header_Positioning_Strength.png") ### [Evaluating the Strength of a Positioning Strategy for Healthcare Products](https://branding.dardenlentz.com/blog/evaluating-the-strength-of-a-positioning-strategy-for-healthcare-products) ![Julia Darden](https://branding.dardenlentz.com/hubfs/images/Julia_Darden_otl.png) Posted by [Julia Darden](https://branding.dardenlentz.com/blog/author/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. [Read More](https://branding.dardenlentz.com/blog/evaluating-the-strength-of-a-positioning-strategy-for-healthcare-products) [![UVP_Positioning_Strategy.png](https://branding.dardenlentz.com/hubfs/Blog%20Images_new_2017/UVP_Positioning_Strategy.png)](https://branding.dardenlentz.com/blog/developing-a-uvp-and-positioning-strategy-for-healthcare-products) - - - - - ![Header_UVP_Positioning_Strategy.png](https://branding.dardenlentz.com/hs-fs/hubfs/Blog%20Images_new_2017/Header_UVP_Positioning_Strategy.png?width=1562&name=Header_UVP_Positioning_Strategy.png "Header_UVP_Positioning_Strategy.png") ### [Developing a UVP and Positioning Strategy for Healthcare Products](https://branding.dardenlentz.com/blog/developing-a-uvp-and-positioning-strategy-for-healthcare-products) ![Julia Darden](https://branding.dardenlentz.com/hubfs/images/Julia_Darden_otl.png) Posted by [Julia Darden](https://branding.dardenlentz.com/blog/author/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](https://branding.dardenlentz.com/blog/personification-beyond-segmentation-to-customer-personae). [Read More](https://branding.dardenlentz.com/blog/developing-a-uvp-and-positioning-strategy-for-healthcare-products) [![Campaign_Reflects_Strategy.png](https://branding.dardenlentz.com/hubfs/Blog%20Images_new_2017/Campaign_Reflects_Strategy.png)](https://branding.dardenlentz.com/blog/healthcare-product-launch-creative-brief-template) - - - - - ![Header_Campaign_Reflects_Strategy.png](https://branding.dardenlentz.com/hs-fs/hubfs/Blog%20Images_new_2017/Header_Campaign_Reflects_Strategy.png?width=1562&name=Header_Campaign_Reflects_Strategy.png "Header_Campaign_Reflects_Strategy.png") ### [Three Ways to Ensure Your Campaign's Creative Reflects Your Strategy](https://branding.dardenlentz.com/blog/healthcare-product-launch-creative-brief-template) ![Julia Darden](https://branding.dardenlentz.com/hubfs/images/Julia_Darden_otl.png) Posted by [Julia Darden](https://branding.dardenlentz.com/blog/author/julia-darden) on Jun 17, 2014 11:57:00 AM ## 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. [Read More](https://branding.dardenlentz.com/blog/healthcare-product-launch-creative-brief-template) [![Marketing_Trends.png](https://branding.dardenlentz.com/hubfs/Blog%20Images_new_2017/Marketing_Trends.png)](https://branding.dardenlentz.com/blog/medical-device-diagnostic-product-commercialization-plan-critical-sections-0) - - - - - ![Header_Marketing_Trends.png](https://branding.dardenlentz.com/hs-fs/hubfs/Blog%20Images_new_2017/Header_Marketing_Trends.png?width=1562&name=Header_Marketing_Trends.png "Header_Marketing_Trends.png") ### [What Marketing Trends Are Creating Opportunities Thus Far in 2014](https://branding.dardenlentz.com/blog/medical-device-diagnostic-product-commercialization-plan-critical-sections-0) ![Julia Darden](https://branding.dardenlentz.com/hubfs/images/Julia_Darden_otl.png) Posted by [Julia Darden](https://branding.dardenlentz.com/blog/author/julia-darden) on Jun 5, 2014 7:33:00 AM After 28 years leading a B2B agency through change, I can honestly say that the trends I see developing this year offer unprecedented opportunity for marketers and agencies alike. 2014 is a different animal, and it’s one that offers you new power. To gain that power you need to have those trends and a clear action path on your radar.  Our  new publication, [*2014 Trends in Marketing*](https://branding.dardenlentz.com/2014-marketing-trends-guide-branding-trends-dardenlentz-marketing-and-branding-agency), offers actionable insights from DardenLentz and: [Read More](https://branding.dardenlentz.com/blog/medical-device-diagnostic-product-commercialization-plan-critical-sections-0) [All posts](https://branding.dardenlentz.com/blog/all) ### Categories - [Blogging (1)](https://branding.dardenlentz.com/blog/topic/blogging) - [Brand Development (8)](https://branding.dardenlentz.com/blog/topic/brand-development) - [Business Blogs (1)](https://branding.dardenlentz.com/blog/topic/business-blogs) - [Creative Theme (1)](https://branding.dardenlentz.com/blog/topic/creative-theme) - [Customer Personae (2)](https://branding.dardenlentz.com/blog/topic/customer-personae) - [Digital Marketing (4)](https://branding.dardenlentz.com/blog/topic/digital-marketing) - [Healthcare Marketing (6)](https://branding.dardenlentz.com/blog/topic/healthcare-marketing) - [Inbound Marketing (5)](https://branding.dardenlentz.com/blog/topic/inbound-marketing) - [Managing Agency Relationships (1)](https://branding.dardenlentz.com/blog/topic/managing-agency-relationships) - [Market Research (3)](https://branding.dardenlentz.com/blog/topic/market-research) - [Marketing Campaign (1)](https://branding.dardenlentz.com/blog/topic/marketing-campaign) - [Marketing Strategy (5)](https://branding.dardenlentz.com/blog/topic/marketing-strategy) - [Marketing Trends (1)](https://branding.dardenlentz.com/blog/topic/marketing-trends) - [Medical Device and Diagnostic Marketing (12)](https://branding.dardenlentz.com/blog/topic/medical-device-and-diagnostic-marketing) - [Medical Device and Diagnostic Sales (1)](https://branding.dardenlentz.com/blog/topic/medical-device-and-diagnostic-sales) - [Ohio (3)](https://branding.dardenlentz.com/blog/topic/ohio) - [Product Commercialization (5)](https://branding.dardenlentz.com/blog/topic/product-commercialization) - [Product Launch (1)](https://branding.dardenlentz.com/blog/topic/product-launch) - [Social Media (1)](https://branding.dardenlentz.com/blog/topic/social-media) - [Website Design (1)](https://branding.dardenlentz.com/blog/topic/website-design) 319 WEST AVENIDA GAVIOTA, SAN CLEMENTE, CA, 92672     949-361-2807     [INFO@DARDENLENTZ](mailto:INFO@DARDENLENTZ) © 2026 DardenLentz