--- title: DardenLentz Marketing and Branding Blog | Product Commercialization description: Product Commercialization | 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) [![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) [![Medical_Device_CommPlan.png](https://branding.dardenlentz.com/hubfs/Blog%20Images_new_2017/Medical_Device_CommPlan.png)](https://branding.dardenlentz.com/blog/medical-device-diagnostic-product-commercialization-plan-critical-sections) - - - - - ![Header_Medical_Device_CommPlan.png](https://branding.dardenlentz.com/hs-fs/hubfs/Blog%20Images_new_2017/Header_Medical_Device_CommPlan.png?width=1562&name=Header_Medical_Device_CommPlan.png "Header_Medical_Device_CommPlan.png") ### [Medical Device and Diagnostic Product Commercialization Plans: 6 Critical Things to Consider](https://branding.dardenlentz.com/blog/medical-device-diagnostic-product-commercialization-plan-critical-sections) ![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 Jun 2, 2014 7:25:00 AM 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. [Read More](https://branding.dardenlentz.com/blog/medical-device-diagnostic-product-commercialization-plan-critical-sections) [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