AI is getting all of the buzz lately, but are any of the tools actually useful for marketers? Beyond that, is AI safe to use, and are there any concerns you should be aware of before using it? It’s something we’ve been talking about internally and with other colleagues in the industry, and certainly many […]
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.
Does the Customer Experience Live Up to Your Brand Promise?
How many times have you used a product you really like only for it to fail you? And I don’t mean the kind of failure that totally prevents you from doing what you needed to do. I mean the “that’s really annoying, but I don’t have a better alternative at the moment” kind of failure. […]
Medtech Tidbits: Startups, Robotics, & Career Paths
I recently had the chance to visit the LSI meeting to take a look at all things startup in the world of medtech. Don’t worry—this isn’t an article set on trying to convince you to go next year, but I did want to share some of my experiences from the meeting. And the first experience […]
Tips for Pivoting Your Messaging in Medtech
There are several reasons why a medtech company might need to change their messaging. Maybe there is a major change coming, or a new product is being added. In other cases, you might just simply need to tweak something that doesn’t quite fit anymore, or create content for a new persona. Regardless of the situation, […]
The Importance of Finding the Right Product-Market Fit
With any new medtech product, there is a long road to commercialization. It’s important to ensure that you have that product-market fit early on and throughout the development process so that there is traction when you do finally launch. We discussed the topic of finding the right product-market fit on The Health Connective Show with […]
Marketing Tidbits: LinkedIn, Customer Funnel Disruption, & More
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 […]
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 […]
