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 […]
Marcom
There are lots of reasons marketing and communications teams in medtech might need a custom application. Sometimes off-the-shelf solutions can help with your business needs, but the medtech industry may have more specialized needs for an application that more generic software can’t provide, even with customization.
In these articles, we share tips and best practices from our custom development work with marcom teams, including how to evaluate whether or not you need a custom application, how to effectively communicate what you need to developers (whether in-house or third-party), and how to demonstrate value to the C-suite and your customers.
Creating Effective Product Marketing Content for Each Stage
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 […]
Are Robots Old News?
“Robots are old news now.” The statement gave us all a chuckle during a recent client call. Once the hot buzzword in the industry, “robotics” is now just another innovative tool in the toolkit for medtech companies. It’s not that robotic devices are incapable of doing impressive things. Far from it. There are entire companies […]
Avoiding Detours: Streamlining Your Online Product Catalog
Product catalogs may work like ecommerce websites, but medtech company websites have to do more than just serve up product information. Companies need to tell their brand story, guide patients to relevant information, demonstrate why doctors should use their technology, and help administrators understand the value benefits. In this webinar we covered:
Key Considerations for Your Product’s Digital Experience
The digital experience of your medical device can be just as important as the device itself. As our world becomes inherently more digital, the digital experience of your product is not just an afterthought or a nice-to-have. When it’s well thought out, your digital experience (what we call the “digital ecosystem”) can be the thing […]
Dialing in on the Product Your Customers Actually Need
When developing a new medtech product, it’s tempting to try to go as broad as possible with the features you include. The more you add on, the more potential users for your device, right? Not exactly. When you try to appeal to every possible need that any potential user might have in a single product, […]
The Venn Diagram of Content Topic Selection
Staying consistent in your brand voice is a critical component of how you write for social media, for thought leadership content, for product descriptions, and for your site’s homepage. Sometimes, we stray from what makes sense for us (our brand) to talk about. We might have the urge to be more creative and less constrained, […]
Strengthening Alignment Between Marketing and Others
We all know we should be breaking down silos for more efficient work. Keeping teams split apart leads to all kinds of issues where critical information doesn’t get passed freely, which means more product issues and customer communication issues. We know we should be more collaborative. But it’s difficult. One reason Marketing doesn’t spend more […]
