Picture this: The new patio furniture you ordered has arrived right in the middle of a jam-packed work week. Unfortunately, the only family member with free time to assist you is, well, not the most reliable character (we all have that family member, right?). You’re not feeling super confident that it’s going to turn out […]
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.
Conquer Those Marketing Challenges with Clear Problem Definition
As marketers, we’re often presented solutions for problems that we may not actually have. All of that stuff could be useful (except for that specific email list). These taglines are written by marketers, so, of course, they sound useful. But the problem with these catchy taglines is that they are written in the hopes that […]
Don’t Kill the Engine
One of the regular refrains we often repeat as a team is “don’t kill the engine.” Meaning, we can explore ideas as a business, but we can’t let those ideas interfere with providing service to our clients. If something will interfere with our ability to deliver on our core promise, then we have to reconsider […]
Call Your Audience to Adventure
This was my first year attending Social Media Marketing World in San Diego, and I certainly left with enough knowledge that my head felt like it was going to pop. Social media is obviously changing in many ways: Rather than going through all of the fascinating details I heard during the meeting, I want to […]
From Product Experience Stats to Satisfaction: Optimize for Retention
If your customers / end users for your product are physicians, you have a highly demanding audience. Their tools need to work every time. If your products aren’t living up to a high standard, then physicians and hospitals may need to take their business elsewhere. If you’re working with patients / consumers, your job isn’t […]
Be More Human in Your Marketing with the Right Tech
When we look back at all the technological innovations that have come up in our marketing tools, it’s easy to see where we’ve put a barrier between us and the people we mean to help. This isn’t just a problem with how we interact with our audience and our customers. We create the same […]
Your Spreadsheet Is Holding You Back
I love spreadsheets, too. They work. They really do… until they don’t. Spreadsheets Are Awesome Can we take a moment to appreciate what Microsoft Excel, Google Sheets, Apple Numbers, and all the other spreadsheet software out there can do for us? They help us with financial tracking and calculations, but that’s only a fraction of […]
Five Reasons Why IT Doesn’t Want to Support Your Next Martech Purchase
Making requests in a corporate environment is a delicate dance of data and psychoanalysis. You need to be able to prove your case, and you need to understand exactly who you’re talking to and what they need. In some corporate dynamics, the system is weighted towards turning away your requests rather than granting them. There […]
