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Posts Tagged ‘medical device marketing’

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 »

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 »