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Posts Tagged ‘medical device marketing’

Dare to Be Different

daretobedifferentgoldfish

 

“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 Read the rest of this entry »

The Conjuring of Effective Content

teamwork

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 »

MedTech Marketing That Works – Part 2

Last week I wrote about three strategies that savvy, productive medtech marketers incorporate in their marketing mix.

This post will explore three more noteworthy techniques to help you reach your customers, engage with them, and win their business.

Read the rest of this entry »

Getting Serious About Serial Content

Flickr photo by Stae73

If you’re a medical technology marketer who is serious about ensuring your medical technology company is perceived as a leading industry expert, then it’s time to get serious about serial content.

Serial content, when done correctly, can leave your prospects wanting you to “tell them more”–more about your company, products, solutions, services, etc.

Ideally, your content should address a problem faced by your prospects and customers and provide solutions to how to solve them. By delivering these problem-to-solution themes serially you:

  • Simplify the challenge of developing content with limited resources.
  • Help your Medtech company be seen as a reliable resource for specific expertise.
  • Strengthen your company’s credibility.
  • Increase search engine optimization (SEO) for keywords and phrases.
  • Establish thought leadership and develop your company’s recognition.
  • Pass along value that expands your reach and depth.1

Here’s a (slightly modified) model of author Ardath Albee’s (eMarketing Strategies for the Complex Sale) problem–to–solution content series: Read the rest of this entry »

2012 Marketing Trends that Medtech Marketers Need to Know

Flickr photo by Global News Pointer

In January 2012, Target Marketing conducted a survey to their print magazine subscribers asking them about their marketing plans for 2012. After list services firms and creative services/advertising agencies were suppressed from the list, this was the breakdown of the 365 respondents:

  • 42 percent B-to-B
  • 23 percent B-to-C
  • 35 percent Both B-to-B and B-to-C

57 percent of all these respondents were in marketing and/or sales management.

While the industries of the respondents might not have been medical technology-specific, I think the findings are relevant to any industry that wants to stay competitive and add value to their prospects.

Here are a few of the survey results I found interesting: Read the rest of this entry »