As marketers, we’re all familiar with “brand personalities” like Hero, Creator, and Magician. These archetypes can be a great shorthand for communicating the ideal attributes carried by a brand that make it relatable to its target audience. As we begin a new decade in 2020, why don’t we add some new brand personalities to the […]
Medical Device Industry Trends: Advances in Cardiac Devices
When it comes to advances in medical device technology, the cardiology category has consistently led the way. 2018 promises to continue to deliver. These are some of the trends and advances that we’ve noticed. Stent market once again in fluxBioresorbable stents were once hailed as the future of coronary stent technology. However, clinical trial data […]
Medical Device Industry Trends: Advances in Plastic Surgery
Plastic surgery is one of the few fields of medicine covered in both medical journals and fashion magazines. So, how do you separate the facts from the hype? Here is our list of the latest innovations and trends in the plastic surgery industry that will be making an impact in 2018. Breast augmentation still number […]
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). […]
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. […]
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 […]