Improving patient care has to be at the heart of any medtech innovation and is ideally the cornerstone of any medical device marketing strategy. The WHO has determined that any innovation in orthopedics that does not reduce long-term failure rates by at least 50% isn’t worth using—making it crystal clear that if it’s better for […]
5 Marketing Strategies to Employ When Your Brand is Stuck.
I met with a potential client a few months back and walked him through what we typically do as a medical device agency. We talked about the positioning, the branding, the creative campaign development and the approach that we take when working on launching – or relaunching a medical device. But that’s not this client’s problem. […]
What’s in a name?
A few years ago, I became pregnant with my first child. Amidst the joy, anxiety, nesting, and doctor’s appointments lay another task—thinking of a name for this person! At first we made light of the situation, thinking of every silly name we could (I expect that most celebrities stop at this phase of the process). […]
Duplicated: Best MedTech Advertising of 2016 – [#1062]
Start with research. Pharma ads are often researched ad nauseum – but only to ‘pick’ a final concept. Instead turn the sequence around and start with research with the primary target. True voice of customer research looks at the customers needs, their thoughts, feelings, attitudes and beliefs. Make sure that your research focuses both on what […]
Pharma Brand Ad Spending Compared to Google Searches
By now, most everyone has seen Coyne College’s map of the most searched-for pharma brands in the US — it has shown up everywhere from Fierce Pharma to r/dataisbeautiful. But, here at The Matchstick Group, we were curious: does this map reflect these brands’ advertising spending? The answer, surprisingly, is no. When comparing the top brands on the map to […]
Cross Reference Tool for Stealing Competitive Share
When it comes time to steal share from the competition, it’s important for your sales team – and your customers know exactly how to switch to your product. Sometimes that’s simple – swap Heinz for Hunts in the grocery aisle. But when it comes to switching medical device products, things get a little more complicated. […]
5 Steps for Better Marketing Metrics [Infographic]
“If you don’t know where you are going,you’ll end up someplace else.” -Yogi Bera For med device marketers, getting clarity on your marketing metrics is a great step to ensure that you’re achieving your marketing objectives. But how exactly can you ensure that you’re creating truly meaningful metrics? We have put together a 5-step infographic to show […]
Defining your brand’s SQ
What in the world do we mean by your brand’s SQ? No doubt you’ve heard of I.Q (Intelligence Quotient) and perhaps even E.Q (Emotional Quotient / Intelligence). Now a high IQ doesn’t necessarily translate into anything meaningful in life – fortunately or unfortunately depending. But a high EQ? Then you also likely have better job performance, enhanced leadership […]
Hosting Private Content on Your Website
I just got off the phone with a client who asked if we could post a recent Webinar up to their website. No problem – we have tons of medical device animations and physician case videos on their site already. But this was a little different. This file needed to be available for a short period […]
Working in a virtual world
New technologies are providing opportunities for completely changing the business worlds that our companies operate in. The Matchstick Group is no exception and in fact, we rely on technologies like video conferencing via Skype, file sharing via DropBox and YouSendIt, and project management systems like BaseCamp to operate virtually in a much more efficient manner. This saves us money on overhead […]