You already know how to market a medical device, but do you know how to track your progress? Measuring and tracking the execution of your launch strategy will keep you on course. How do you define and articulate the shared metrics that your team will be accountable for? There are 3 simple steps to building […]
Customer Segmentation
When it comes to building out a medical device marketing strategy, we always recommend that our clients start with the customer first. Generally we have found that most medical device marketers focus on building out a story for a generalized clinical audience. So a story for all interventional radiologists, or for all anesthesiologists. However, to […]
Medical Device Post-Launch Timeline
You’ve launched a new medical device. Congratulations! Now what do you do? What is the cadence of activities that will put your new device onto a trajectory for success? The work’s not over yet if you want to drive awareness, trial, and ultimately adoption of your med device. Let’s take a look at a post-launch […]
3 Things Med Device Marketers can learn from camping
I don’t do tents. Granted it’s been years since I’ve been camping, but I can still remember trying to sleep with a rock (or two )poking through my sleeping bag never quite getting comfortable and then finally drifting off only to wake up slightly damp and sticky from the dew. You know what I’m talking […]
Deconstructing Agency Case Studies: Red Flags for Marketers
You’re a medical device marketer ready to start the agency search process, but you’re not sure where to begin. Luckily, agencies are happy to provide you with pages and pages of case studies to prove their worthiness for your product launch. After a while, they all start to blend together. What red flags should you […]
What should medical device marketers look for in an agency?
It can seem like a catch-22: you’re looking for a great agency with strong creative, and you need an agency with medical device experience. It can be like finding a needle in a haystack. The consumer agencies might be able to boast splashy creative, but might not have a clue about the process and precision involved […]
Inbound Marketing for Medical Devices
With doctors’ and other qualified decision makers’ schedules increasingly squeezed, the core of medical device sales—the face-to-face meeting—is becoming more and more difficult to obtain. With time being at such a premium, it makes sense to explore avenues of non-personal promotion, and inbound marketing is a method that complements the established medical device sales formula. […]
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. […]
When it comes to medical device marketing, think like a superbug
As a medical device marketing agency, one of the things that we help our clients do is to figure out their positioning within the market place. We have lots of posts on how we can help our clients differentiate their brands, here and here, BUT in a sense, what we’re trying to do is to help our med […]
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). […]