Archive for the ‘medical device technology’ Category
Here are a few questions that my clients commonly ask me:
Should we be blogging?
What about white papers?
Are case studies good to have?
What should we say on our website?
How about an email campaign?
My answer to all marketing-related questions tends to be…it depends. And it depends on four main things:
- Your marketing plan
- Your marketing strategies
- Your content marketing plan, and
- Your content marketing strategies
While these are all intertwined, they are not the same thing. Let me break them down for you.
Marketing Plan definition (adapted from Entrepreneur.com): A written document that broadly describes your advertising and marketing efforts for the coming year.
It should include:
- An overview of your situation as it exists today.
- A short description of your current product or service offering.
- The marketing advantages and challenges you face.
- The threats posed by your competitors.
- Market drivers that may affect your business in the coming year.
- A simple, bulleted description of your target audience(s). For example, demographics, including age, gender, and any other important characteristics.
- Goals for the coming months and the year. These should be realistic and measurable so that you can easily evaluate your performance (e.g. Increase sales of peripherals 10 percent in the first quarter, 15 percent in the second quarter, 15 percent in the third quarter and 10 percent in fourth quarter).
- Your budget.
Marketing Strategy definition: A written overview of all the strategies you will employ to execute your marketing plan. For example:
- Special promos.
- Places where you will advertise.
- Trade shows.
- Public relations.
- Speaking engagements.
Your marketing strategy should also include a brief breakdown of the costs associated with each of your strategies. So if you plan to exhibit at three trade shows per year, you’ll include the costs to participate in the shows and prepare your booth and marketing materials.
If the cost of the individual strategies turns out to be more than what you’ve been budgeted, then you know you’ve got to modify your strategies.
Content Marketing Plan definition (adapted from multiple resources): A written document outlining specifically who you will direct your marketing toward, when you will marketing to them, and why.
This should include:
- A clear definition of who you are trying to reach. This goes way beyond the simple, bulleted description of the target audience(s) included in your marketing plan.
This involves developing specific “personas.” Each persona should include: job situation details, responsibilities, and influences on buying decisions.
The goal is to bring the persona to “life” for the purpose of creating more relevant, personalized communications.
A great resources for evaluating your audience(s) can be found at: http://contentmarketinginstitute.com/audience.
- A content map for each persona’s need at each stage of the buying process. By creating a map of the relevant content resources for each persona, you’ll be better able to provide them with content that addresses their issues, concerns and interests at different stages of their decision-making process.
Here’s a step-by-step template for mapping your content: http://contentmarketinginstitute.com/2011/04/content-mapping-b2b-marketing.
- A content calendar for when you will send out targeted information and resources to your personas. Creating a content schedule is especially important when you consider that it takes 10-12 touches before your prospects feel comfortable enough to discuss purchasing your product/solution.
A helpful “How To” for putting together an editorial calendar for content marketing can be found at: http://contentmarketinginstitute.com/2010/08/content-marketing-editorial-calendar.
Content Marketing Strategy definition: A written list of what types of content you will create and where you will distribute it.
For example, if you wrote in your marketing strategy that you want to advertise in a particular industry magazine, then your content marketing strategy should include specifics about:
- what the tactic will be (e.g. an article);
- who the article will be written for (a specific persona); and
- what it will focus on (a particular need, concern or interest if that persona).
Examples of other effective content marketing strategies (when supported by a content marketing plan):
- Case studies
- White papers
- Videos (perhaps even your own channel on YouTube!)
- Blog posts
- Social media (LinkedIn, LinkedIn groups, Twitter, Instagram, etc.)
- Press releases
- Double opt-in email campaigns
- Direct mail (letters, postcards, etc.)
At the end of the marketing day, it’s important to remember that:
Back in October 2011 I came across coverage of Malcolm Gladwell’s keynote address at “Idea Engineer Exchange” in New York.
Gladwell, a New York Times best-selling author, essentially said that there are three stages of innovation – inventor, implementer and tweaker – and that the tweaker is often best suited to capitalize on an invention.
As a marketing content writer for medical technology companies, this got me thinking about how Gladwell’s ideas might apply to MedTech.
So, I posted the following question on a few different medical technology-related LinkedIn groups that I’m a part of.
“From a medical technology perspective, what do you think
about the notion that “it is better to innovate than invent …?”
I also included a link to the short article I read about Gladwell’s thoughts.
While I expected to get a handful of comments back, I had no idea what a firestorm this topic would set off! Read the rest of this entry »
In preparation for the American Association of Neurological Surgeons Annual Meeting (aka, AANS, but was founded in 1931 as the Harvey Cushing Society) next week, I decided to brush-up on my brain and neurosurgery factoids–and, of course, share them with you.
- The brain has been a mystery since time immemorial. Early philosophers were divided as to whether the seat of the soul lies in the brain or heart. Aristotle favored the heart, thinking that the function of the brain was merely to cool the blood. Hippocrates, the “father of medicine”, came down strongly in favor of the brain.
- In the United States, the 1990s were officially designated as the “Decade of the Brain” to commemorate advances made in brain research.
- The brain consumes up to twenty percent of the energy used by the human body, more than any other organ.
- Although the human brain represents only 2% of the body weight, it receives 15% of the cardiac output, 20% of total body oxygen consumption, and 25% of total body glucose utilization.
- According to Wikipedia, the Hieroglyphic for the word “brain” (c.1700 BC) looks like this: Read the rest of this entry »
In a recent article, MD&DI spoke with medical device designer and biomedical-engineering professor at the University of Cincinnati, Mary Beth Privitera.
In the interview, she states that:
Almost all medical device companies rely on the physician to be a key opinion leader and to guide them throughout the process.”
This would seem to make perfect sense, since the doctor would be the one actually using the device. But what about the business aspect of procuring the device?
A design team, in tandem with a physician, may create an innovative device that solves many problems for both the physician and patient. But, as we know from September’s AdvaMed and the recent Ernst and Young “2011 Pulse of the Industry Report”, Read the rest of this entry »
I just got back from the AdvaMed 2011 convention in Washington, DC and am even more impressed with the MedTech industry than before (if that’s possible)!
There were exhibitors fromÂ an array of leading medical device companies and really insightful panel sessions. Fortunately, MD&DI had some wonderful people on the ground blogging about what was happening and what MedTech leaders had to say about the state and future of the industry.