Michael Roberts

There are several reasons why a medtech company might need to change their messaging. Maybe there is a major change coming, or a new product is being added. In other cases, you might just simply need to tweak something that doesn’t quite fit anymore, or create content for a new persona. Regardless of the situation, […]

With any new medtech product, there is a long road to commercialization. It’s important to ensure that you have that product-market fit early on and throughout the development process so that there is traction when you do finally launch. We discussed the topic of finding the right product-market fit on The Health Connective Show with […]

So much is changing in marketing at such a frantic pace that I feel we could spend all our time as marketers just reading the latest updates. I’m not sure when we’d actually get our jobs done, but at least we’d be informed. In this continually evolving environment, I wanted to change things up a […]

Whether you are a large, established medical device company, or a small startup just hitting the market, brand perception plays a major role in not only attracting new customers, but retaining the ones you have. When we say “brand perception,” we’re talking about the sentiments current and potential customers have about your brand. It’s less […]

The world of medical devices represents a wide range in terms of consumer choice. On one end, you have large devices like robots that are largely chosen by the physician. On the other end, there are medical devices that do allow for more patient involvement and choice. Traditionally, these two ends of the medical device […]

Product marketers have a tendency to want to jump right into the product features and really show off their product. However, depending on what funnel stage a client is in, that might not be the best strategy. In the earlier funnel stages, we need to ensure that we are laying the groundwork to help potential […]