Marketing is a fast-moving business, and digital marketing is even faster because it is changing all the time. “Just keeping up” can be hard especially when your own industry is changing rapidly, independently of what is happening online.
Medical device marketing shares some key strategies with healthcare marketing in general, however, it also presents a number of challenges that are best tackled with certain tools. TBA Digital’s Blackboard is a great starting point for any medical device marketing professional looking for resources, but let’s take a deeper dive into some of the digital tools that are best suited for medical device marketing.
CloudScape spins up a range of different VM instances on AWS, Google Cloud and Microsoft Azure to run popular benchmarks to test system performance and presents easy to understand performance statistics.
In this video, we take a look at two Olympic advertising campaigns. One campaign took home the gold and the other... just went home. How much of the Olympic glory, or shame, of those campaigns is attributable to their respective Creative Briefs?
All right. We've covered how to create
a brief--and what goes into one.
To review, here's a checklist. Number one,
is your Creative Brief actually
brief? Two pages or less, please.
One page? Even better.
Clear and to the point. Two,
have you identified the mediums
and forms for your project?
Some might argue this is self evident,
but put it in the brief anyway.
List the elements that will
actually make up your campaign.
A website, a series of print ads,
or a two-minute video for play in airline
cabins--whatever the final products
are. Three, have you
identified the project's goals?
What is it you want people to do, think
or feel as a result of the project?
The project's goal
should be clearly stated.
Whether it's to persuade people to
take the allergy medication as a
preventative, or to consider UV protection
when selecting their eyeglasses.
There's certainly something you
want people to do. What is it? Four,
have you identified the target
market or audience? I mean,
who are we talking to?
Can you describe this target audience
in a single phrase or sentence?
Maybe you're addressing
healthcare practitioners or
women who drink coffee while
commuting. Obviously, not every target
audience can be so specific. But,
even if you're speaking to a broader
demographic, try to add a detail or two.
You don't have to go as far as building
an entire persona at the brief stage.
But you want to create some kind
of mental image of your audience,
so that your team can picture these
people as they start work. Five,
have you stated the project's
single message or insight?
Sometimes the message and the goal are
one in the same. But, when they're not,
stating a clear message can give insight
into the psychology or thinking that
you're attempting to leverage.
If your goal, for example,
is to get people to eat more eggs,
the single thought or message you might
want people to absorb is that eggs are
good for you. And, by the way, when
I say single message or takeaway,
I mean it. The one thing,
not three. Ironically,
this is also called many things,
including Unique Selling Proposition,
Product Differentiator, Peg, the Key
Message, Single-minded Proposition,
Primary Differentiator, USP... Six,
have you identified the problems
to be addressed or overcome?
This is the flip side of
the project's goal. But,
stating it as a problem to be overcome
can sometimes inspire a creative
solution. In the example above,
the problem could be that people
believe eating eggs will raise their
cholesterol levels. In other campaigns,
consumers' fears of dark
beer, dark house paint colors,
and Marmite each inspired, separate "Don't
be afraid of the dark" ad campaigns.
In all three of these examples, the
problem to be overcome not only inspired,
but actually became, the
overt message. Seven,
have you nailed down the
budget and delivery dates
for your campaign or project?
This one's self evident. If you're the
client, you want this stated upfront.
have you stated how you will evaluate
the success or failure of your
campaign? Sales figures will
probably yield the hardest data. But,
focus groups and surveys conducted
before and after an ad campaign can also
offer good evidence as to whether
your efforts have paid off.
If you're creating a website or an app,
there are plenty of analytics out there
to measure traffic and conversion rates.
The important thing is to agree on what
your KPIs are before you begin work.
And then take some baseline
measurements. And lastly,
make sure that all the stakeholders
have seen and read the Creative Brief.
Unlike Fight Club,
the most important rule of the Creative
Brief is that everyone talks about the
Well, that's about it. The takeaway
here is to be clear and succinct,
but not prescriptive.
Another way to say that is to use your
brief to state the "when," the "why," the
"who," and the "what" of your campaign.
But leave the specifics of the
"how" to your creative team.
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