When marketing to clinicians, it’s easy to think that since they're scientists all they really need are the hard-core clinical and technical details about our product. After all, they are going to make their buying decisions based solely on rational and scientific facts, right? The short answer is no. I wrote earlier that by failing to make an emotional connection before diving into the technical/clinical sell, we run the risk of having our messages fall on deaf ears and our marketing efforts fall flat as a … [Read more...]
