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.
We should probably take a moment in this
series on Content Management Systems
to talk about a related subject:
Digital Experience Platforms, or DXPs.
Digital Experience Platforms are suites
of software tools that are designed
to help enterprises coordinate all of their
customer touchpoints for their businesses.
Organizations use DXPs to create and improve
their websites, portals and apps.
Digital experience platforms promise to
greatly improve the customer experience.
They do this by linking
all the digital channels
--from the web and mobile devices
to the internet of things.
DXPs also integrate and analyze customer
data collected from all of these channels.
Some also offer tools such as AI and machine
learning to optimize the customer experience.
The pitch for DXP usually goes
something like this:
It begins with the premise that
digital marketing is now essential
for selling your goods or services.
And who's going to argue with that?
Two: in the digital age, customers
expect a better customer experience
and have become accustomed to highly
personalized choices and services.
Three: but digital marketing and commerce
now occur through so many
from smart TVs to iPads,
that it's become difficult
to coordinate them all.
Four: These many channels also offer
the opportunity to gather a wealth
of data on your customers that, if
properly analyzed, will provide you
with the means to deliver those
customers with personalized service.
Five: And finally, the best way
to address all of these points,
if you are an enterprise-level business,
is to subscribe to
a Digital Experience Platform.
So why are we talking about this here
--in a video series about
content management systems?
Because many DXPs either grew out
of CMSs or position a CMS
as the cornerstone of the suite of technologies
and services that they offer.
DXPs are a great idea.
After all, who's against improved
organization and integration?
And there's some truth to
the adage that valuable customer data
is being wasted because it's
languishing in a different silo.
A number of the biggest
tech companies in the world
now offer digital experience platforms:
SAP, Adobe, Oracle,
and salesforce.com, to name a few.
They each promise to bundle
all the apps needed to manage
your digital marketing efforts,
among other things.
And it's true that these are powerful
and comprehensive services.
But let's take a step back and
look at it from the point of view
of one of these big vendors.
Naturally, they want you
to avail yourself
of as many of their products
and services as possible.
And so they make the argument
that each of the tools
they offer works best with all the other
tools in their digital experience platform.
So staying inside their walled garden
will not only make your life simpler,
but result in all kinds of
The truth is that while most of these
DXPs may have started with a CMS
or some other core piece of software,
the other tools in their box have often been
acquired through corporate acquisitions
rather than any concerted design
and development program.
So the supposed conformity among all of
the different elements of the platform
may well be more wishful thinking
than actual fact.
In many cases, if you're shifting
from one tool to another,
it's really not going to make
that much of a difference
whether they're from
the same platform or not.
Also, just because one vendor
makes a topnotch CMS
doesn't necessarily mean that
their web analytics software,
for example, is equally brilliant.
Microsoft makes the world's most popular
operating system for desktop computers.
They'd love for you
to be using their browser,
their digital assistant
and their search engine, too.
So why aren't you?
Because experience has taught you that
there are better options available.
As for the argument that loyalty to a platform
is a guarantee of stability and continuity...
well, that might not be true either.
In 2017, IBM's WebSphere portal
was one of the most highly rated
digital experience platforms around.
But in 2018, IBM sold off
the entire portfolio of apps to HCL.
This left their customers, many of whom
had parted with considerable funds
to sign with one of the world's most
respected technology brands, wondering,
"Who's HCL... ?"
So here's our parting word on the subject:
For most enterprises,
a DXP may well be your best bet.
But just because you've subscribed
to one of these platforms,
don't be afraid to supplement it
with solutions beyond their brand.
If your situation calls for it,
there's a world outside of their garden,
full of great proprietary
and custom-made choices.
And you don't want to have to deprive
yourself of any of these options.
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