Subscribe to The Innovative Marketer newsletter

For Email Marketing you can trust

Posts Tagged ‘customer-centric solutions’

Dare to Be Different



“You can’t start the change unless dare to be different.”
~ Toba Beta


Even when I’m provided with a detailed creative brief and explicit instructions from a client, I still conduct my own research so that I can develop content that will set my client and their company/product/services apart.

I’ll be honest – in the world of medical technology and services, this is not an easy process. Usually after 30 to 60 minutes of focused research, I’m cross-eyed, have a slight headache, and am ready for a nap! Why, you ask? Because I’m having to wade through incomprehensible jargon, company-focused content, and what I refer to as “me too” messaging.

“Me too” messaging is content that says the same thing as what everyone else is saying (e.g. “We’re innovative.” “Well reduce time to market.” “We’re cost competitive.” “We’ve got the best quality systems in place!” etc. etc.).

The problem with “me too” messaging is that it doesn’t differentiate your company/products/services from your competitors.

It also reduces potential leads.

So how do you fix this problem? With lots of unique, fresh and engaging content. (You knew I was going to say that, right?)

Here are some tips to help you be different – if you dare to be! :)

Understand not just how, but why your customer makes a purchasing decision

People buy a product or service to solve a problem. But, they decide WHOM to buy from based on intangibles — intangibles that often never make it into medical technology companies’messaging.

For instance, I recently visiting a client’s manufacturing facility and got to see first-hand how their design engineers collaborate with their prototype machinist to ensure that the device they were working on for a large OEM customer was designed for manufacturing. This dynamic teamwork also spread into the production and assembly process. When a small machining glitch occurred, the communication was so fluid and the process controls were so tight that it had no impact on productivity.

Needless to say, I was sufficiently impressed. And if other potential OEM’s got the opportunity to know about their process, I’m sure they would be impressed too.

Steps to Differentiating your company

To create daringly different content, you’ve got to take the time to sit down with your team* and do the following.

(* If you’re in marketing, it’s important that this team include representatives from other departments that directly impact product and service quality. For example: engineering, customer service, sales, regulatory affairs and quality assurance, manufacturing, etc.)

  • Examine the Competition – Look at your competitors’ sites and marketing resources. What are they saying? How are they saying it? Do they offer the same (or similar) products and services as you? Are they approachable (i.e. do they invite people to call or email them or do they hide behind forms)? What “buzz words” do they use? What makes them different from (or the same as) your company?
  • Investigate your Industry — What are some of the issues and trends pertaining to your industry? What problems are your customers facing? How are you or others solving them? To find answers to these questions, look at industrial publications, blog posts, LinkedIn groups, white papers, case studies, etc.
  • Self-assess and Brainstorm Adjustments — Finally, let your team answer some of these questions. What makes your company unique? What are your strengths — and weaknesses? What are some of your success stories? What’s your company culture like? Does this come through in your messaging — or is your site bland and dull so that your company “fits” in with what everyone else is doing?

What all of this boils down to is going outside your comfort zone and developing content that is unique to your company and helps differentiate your product and service offerings.

When you develop content that speaks to your prospects needs, concerns, and circumstances, they’ll be more likely to say, “Yes! These are people I want to do business with.”


The Conjuring of Effective Content


Can you believe it? Fall is here once again!

I’m still trying to figure out where the Summer went …

So now that Fall is in full swing, are you on the right track to achieving your content marketing goals before 2014 wraps up in 3 months time? Or has your progress stalled with all the inevitable interruptions of life and business?

If it’s the latter, just know that you are not alone. Creating effective, compelling, relevant, customer-centric content requires a LOT of time, effort, and work. It’s also not something that can be done alone.

Even if you are an excellent writer and strategic marketer, the sheer amount of content that needs to be produced in order to establish your company’s thought leadership and expertise, generate leads, nurture those leads, and offer value to your target audience requires a team effort.

So how do you find that content creation team? Read the rest of this entry »

Attracting Perfect Prospects

I’ll admit that Valentine’s Day is not a “holiday” I usually give much thought to. But for a variety of reasons, this year was a bit different.

One reason is that in order to write today’s post for the Content Marketing Institute’s (CMI) blog, I had to give serious thought to what it means to woo someone.

Writing content for marketing purposes is actually very similar to the courting process… Read the rest of this entry »

Medical Device Content Marketing Strategies for 2011


Flickr photo by rajatt2010

First off … Happy New Year!

Second … Let’s talk about what’s ahead for marketing medical devices in 2011: Read the rest of this entry »

Including Case Studies in Your 2011 Medical Device Marketing Strategy? You Should…


Many medical device marketers focus heavily on getting testimonials as a way to increase their credibility with their target market.

However, something far better than testimonials for influencing your prospects is the well-known, but little understood, Case Study.

Most medical device marketers understand the Case Study as a fact-filled, data-heavy, research-focused, challenge-solution-result document.

An effective Case Study can certainly include some of those elements.

But the most powerful Case Study is really about Read the rest of this entry »