4 Steps To Take When Salespeople Break Your Brand Promise
As marketers, we spend a great deal of time and money developing brands and positioning products in such a way as to differentiate ourselves from our competitors and motivate customers and prospects to...
View ArticleFacebook Stole $6,245.42 From Me And I Want It Back!
The ICU Medical Facebook page has 7,271 people that “like” our page as I write this. Roughly 1,000 of these likes came through organic efforts to reach out to clinicians with whom we wanted to have an...
View ArticleTell Me a Story. Why Medical Technology Marketing Doesn’t Have To Be Lifeless
Dr. Diana K. Lopez, the inspiration behind the Diana Hazardous Drug Compounding System. A story of tragedy leading to innovation. Those of us who work in medical technology marketing are a pretty lucky...
View ArticleMotivate Through Emotion, Persuade by Reason
Appeal to the reason doctors and nurses became clinicians in the first place–to help sick people get better If you are marketing a product or service to doctors and nurses, it’s easy to think that...
View ArticleWhy Good Enough Isn’t
“We believe mediocrity should be rooted out, then trampled, beaten and ground into submission like the shameless trash that it is. How about you?” I have had that pithy statement framed and hanging in...
View ArticleWant to Know What People Really Think Of Your Brand? Look Around. All The Way...
The first step in developing a compelling brand for your product, service, or company is to know who you really are right now, and decide whether who you are now is who you want to be. Sounds simple,...
View ArticleAre Trade Shows Going the Way of the World’s Fair?
There was a time not so long ago where the World’s Fair was the only place you could go to see the wonders of the modern world dazzlingly displayed in one place. Promising futuristic glimpses into the...
View Article7 Easy Steps to Creating MedTech Social Media Content that Gets Results and...
If you’re like me, there’s nothing you hate more than having a great marketing idea get squashed by regulatory and never see the light of day for fear of running afoul of the FDA. I get why it happens...
View ArticleAttention Medical Technology Marketers: Nobody Cares How Your Product Works
“When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion.” –Dale Carnegie. This includes doctors and nurses. When you’ve been part of a team that...
View ArticleMaking Human Connections: Why You Should Strive to Simply Communicate Complex...
The basic premise of this blog is that the best way to communicate a complex value proposition, to market a complex product, or to position a complex organization is, to paraphrase Einstein, to do it...
View ArticleLearning the Art of Patience and Persistence. Why Building Social Media...
As more and more medical technology companies dip their toes in the social media marketing waters, a quick scan of their collective on-line presence shows that many haven’t really gotten the hang of it...
View ArticleSimply Put. Three Things I’ve Learned in Thirty Years of Professional Writing
I’ve been writing stuff for a living for more than three decades. In that time people have paid me to write—among other things—newspaper and magazine articles, business proposals, marketing plans,...
View ArticleNew King Of The Hill? Why LinkedIn May Be The Best Social Media Platform Out...
I’ll admit it, I have a soft spot in my heart for LinkedIn. If it weren’t for the business-oriented social media site, a headhunter working for my current employer never would have found me. And I...
View ArticleThe Circle of Life, Brand Development Style
Like so many elements of marketing, the process of developing and articulating a differentiated brand is an ongoing one. Done right, it’s a continual cycle of discovery, definition, communication, and...
View ArticleGetting The Mix Right. Balancing Emotional and Clinical Messaging In MedTech...
When marketing to clinicians, it’s easy to think that since they’re scientists all they really need are the hard-core clinical and technical details about our product. After all, they are going to make...
View ArticleReassuring Customers After Data Hacking: How Vudu Did It Right And What We...
I just got an e-mail (see below) from the CTO of on-line movie streaming service Vudu telling me that thieves broke into their Silicon Valley offices recently and made off with computer hard drives...
View ArticleChanging MedTech Marketing Realities: Why Telling Meaningful Stories Is More...
Gone are the days of finding a clinical champion with the power to get your technology adopted by a hospital without going through a formalized process involving multiple stakeholders. You need to be...
View ArticleHow The Accelerating Adoption Of Mobile Technology Will Enable And Challenge...
How are you using mobile technology to reach and influence decision makers today?Photo by Calabrese Studio and courtesy Welch Allyn, Inc.________________________ Increasing access to mobile technology...
View ArticleThe Big Lie That Got Me Into Marketing: I Was Told There Would Be No Math
They key to managing marketing metrics is to decide early on what is important (ie: actionable) for you to measure, then track results and adjust accordingly. For most businesses, less is...
View ArticleWhy You Need To Combine Clinical, Financial And Emotional Messaging For...
With so many stakeholders involved in the decision to purchase a new medical technology, it’s not always easy to know what to lead with when framing your marketing message. Do you lead with a straight...
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