Remember the good old days in medical marketing when the key to getting your technology adopted by a hospital was simply finding a vocal, committed clinical champion with the juice to get you a trial just by saying "I want it"? That's when you could get by with a clinical and technical sell that focused on how your product made life easier for the clinician or better for the patient. Period. With healthcare reform, the rise of Accountable Care Organizations (ACOs), the proliferation of Integrated Delivery Networks … [Read more...]
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...]
Attention MedTech Marketers: Don’t Tell Me How Your Product Works Before You Tell Me Why I Should Care.
When you’ve been part of a team that has spent years developing a breakthrough new medical technology, there’s a unique sense of pride and accomplishment that comes when it’s time to launch it into the marketplace. And as a marketer, this is your time to shine. A product launch is the time to show what a difference your product will make in the world. How it will improve the quality of care. How it will empower clinicians to excel. How it will impact patient lives. Don’t blow it by boring people to death … [Read more...]
If you are marketing a product or service to doctors and nurses, it’s easy to think that these highly trained scientists choose what to buy based on logical thinking and carefully reasoned decision-making. Especially when it comes to such a complex and critical category like medical technology. And hopefully, in large measure they do. But there’s more to it than that. While clinical buying decisions may be driven by reason, motivation to take action in the first place is most often driven by emotion. By … [Read more...]
I love that ad! It was created in the 1950s, but the message it sends is every bit as valid today. Don’t try to sell to me until you’ve built a relationship with me. Unfortunately, too many companies try to do just that. They may be successful in their existing niche, but when they try to expand beyond their base, their efforts fall flat. There are tons of examples I could cite, but one that sticks in my mind is a company I worked with that had been successfully selling into the clinical marketplace for … [Read more...]