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 […]
Health Connective Insights
The Role of Brand Perception in Medtech Marketing
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 […]
What Device Marketers Can Learn from Consumer Product Marketing
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 […]
Developing Technical Solutions That Capture Physicians’ Needs
One of the prevailing ideas in healthcare IT and medtech is that physicians are resistant to adopting new technology. In our experience, that’s not quite the case. Physicians are actually very open to new technology, as long as they can see that it provides a clear benefit and addresses pain points in their current processes. […]
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 […]
Turning Contextless Data into Insights
One of the biggest challenges medtech companies face is that physicians are reluctant to take on new technologies unless the new is clearly better than the old. When you have a new product, that can be an uphill battle to prove. When physicians are having to go through training to use a new device, they […]
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:
