Tell Me a Story. Why Medical Technology Marketing Doesn’t Have To Be Lifeless

November 28, 2012 By Leave a Comment
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 bunch. We get to bring products and technologies to market that make a real difference in the lives of real people. Products that help doctors and nurses provide better care. Products that improve efficiencies and reduce the cost of care. Products that save lives. So why is it that so much medical technology marketing is lifeless drivel when we have such a powerful story to tell? I think some of it has to do with the long, involved, and … [Read more...]

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Facebook Stole $6,245.42 From Me And I Want It Back!

November 21, 2012 By Leave a Comment
Dislike

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 ongoing dialog. The rest came as a result of a series of carefully targeted Facebook ad campaigns that cost us in aggregate a whopping $6,245.42. I know that in the scheme of things, that’s not a lot of money. But I want it back. And I want it now! You see, despite paying Facebook for those incremental likes, … [Read more...]

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4 Steps To Take When Your Sales Force “Doesn’t Get It”

November 20, 2012 By Leave a Comment
Question Mark Link In Chain

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 take action. We agonize over the details of each ingredient in the marketing mix, every link in the value-delivery chain, to make sure we turn interest into action. Global branding into gross margin. Sales promotions into sales leads. And when we’ve done our jobs well, those sales leads turn into honest-to-goodness … [Read more...]

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Cold Calling in the Age of Digital Networking. Enough Already!

November 9, 2012 By Leave a Comment
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As an ex ad agency guy, I know how difficult it is to drum up new business in an exceptionally competitive marketplace. I've been the guy who picks up the phone and tries to get through to the marketing decision maker with the message about how our services can help make their life easier, propel their business to new heights, or solve that unsolveable problem. Hated it! And the fact is, I don't remember a single cold call that ever turned into a meaningful assignment. But when I made the jump to the client … [Read more...]

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Why Are Medical Technology Companies Slow to Embrace the Power of Community?

November 8, 2012 By Leave a Comment
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When I was interviewing for the head marketing job at ICU Medical a few years ago, Dr. George "Doc" Lopez, the CEO who founded the company in 1984, asked me: "what do you know about social media marketing? Do you think we need to pay attention to it?" After working for Doc for a while now, I realize that what he really meant was "I have been doing a lot of research into social media marketing and I think we need to get on board. Now." As usual, Doc was right. I agreed with him. I got hired. We got started. From … [Read more...]

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