The digital experience of your medical device can be just as important as the device itself. As our world becomes inherently more digital, the digital experience of your product is not just an afterthought or a nice-to-have. When it’s well thought out, your digital experience (what we call the “digital ecosystem”) can be the thing […]
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.
Dialing in on the Product Your Customers Actually Need
When developing a new medtech product, it’s tempting to try to go as broad as possible with the features you include. The more you add on, the more potential users for your device, right? Not exactly. When you try to appeal to every possible need that any potential user might have in a single product, […]
The Venn Diagram of Content Topic Selection
Staying consistent in your brand voice is a critical component of how you write for social media, for thought leadership content, for product descriptions, and for your site’s homepage. Sometimes, we stray from what makes sense for us (our brand) to talk about. We might have the urge to be more creative and less constrained, […]
Strengthening Alignment Between Marketing and Others
We all know we should be breaking down silos for more efficient work. Keeping teams split apart leads to all kinds of issues where critical information doesn’t get passed freely, which means more product issues and customer communication issues. We know we should be more collaborative. But it’s difficult. One reason Marketing doesn’t spend more […]
A Deeper Look at Calling Physicians to Adventure
How does your company call physicians to adventure? We know we have to sell products or services to make money as a company, but how can we draw physicians into something more profound? After attending the Social Media World conference this year, one of my biggest takeaways was a talk focused on a “Call to Adventure” […]
Empowering Older Adults in DTC Marketing
America’s population is aging. The United States Census Bureau in June of 2020 had the following to say on the shift in our demographics: “The first Baby Boomers reached 65 years old in 2011,” said Dr. Luke Rogers, chief of the Census Bureau’s Population Estimates Branch. “Since then, there’s been a rapid increase in the size of […]
The Nuances of Adding Gamification for Physicians
“Hey, let’s add some gamification elements! People will love it!” While the concept of gamification—adding game-like elements and achievements to encourage and reinforce desired behaviors—isn’t as universally lauded as it once was, people still look to the technique as a way to make their application “stickier” (or more likely to keep users coming back to […]
Staying Ahead of the Curve: AI in Medtech Marketing
Are you tired of AI hype yet? I feel like I’ve seen a hundred different “Here’s How to Use AI for Marketing” posts at this point—and perhaps just as many posts saying “This Is Why AI Will Never Replace Us.” The conversation may feel superfluous, but we need both sides to keep wrestling as AI […]