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.
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In these next videos,
we're going to take a look at
case studies for two businesses,
each looking for a way to address
an internal business process. Now,
is the solution they're looking for a
mobile app or is it a mobile responsive
website with embedded features?
As we'll see, that depends.
Our first case is a pharmaceutical
rep whose company has released a
groundbreaking new drug which has just
been approved by the FDA and the fight
against glioblastoma. During her
call on healthcare providers,
primarily physicians, our rep wants
to inform her client of the benefits,
pharmacology, costs and
efficacy of the product.
And make it as easy as possible for her
to follow up with the physician. Simple,
right? Well, let's think about that.
First, she's on her client's home turf,
surrounded by distractions. Second,
she is bound by a ton of
regulations specifying just
how far she's allowed to go
in promoting their products. Third,
the people she is presenting to are
not even the end users of the product;
their patients are.
So they're not going to be as easily
swayed by appeals to ego and emotion.
And even if they were. Some of these
people are literally brain surgeons.
I mean in general, we're talking about
a targeted audience that is intelligent,
They want targeted information provided
in a highly efficient manner. Oh,
and of course physicians
are always pressed for time,
so any presentation is an
interruption in their day.
My point is these reps
don't have an easy job,
so what's the best tool
we could equip them with?
One of the factors guiding our decision
is the hardware available to these reps.
Most enterprise level businesses will
standardize the hardware they issue to
sales reps. In this
case, let's assume iPads.
That's another point
for developing an app.
It doesn't require a constant internet
connection to function because everything
it needs is stored on the device.
But it can still be automatically
updated whenever it is connected.
Suppose our rep would like to play a
video to the pharmacist in charge of the
hospital's formulary about the
drug's mechanism of action. Again,
having both the video and the player
reside on the mobile device is just going
to make for a smoother,
Another advantage of a mobile app is
that it is more likely to share the look
and feel common to all iOS apps.
Our rep may be able to just hand the
iPad over to a physician who uses one at
home. That way, he can read and
explore the drug's monograph himself.
And what about all those
One of the toughest aspects of creating
an app for use by a pharma rep is
ensuring compliance with the many laws
governing interactions with physicians.
Digital apps and websites can both be
programmed to display pop up refreshers
from a company's OEC guidelines on
ethics, etiquette, and compliance,
just to keep everybody
coloring inside the lines.
So that one comes down to a tie.
The right app could also handle many
of the tasks leading up to a visit.
the rep might want to review notes
from their previous call on that same
physician, or look up prescription
trends for a competitor's products.
What if we included navigation function
so that the rep didn't even have to
switch to his phone to find his
way to that client's office?
Here we have a mix. Some of these
features could be handled by a website,
and yes, developing a website costs less,
but looking at all of our client's
functional and technical requirements,
on balance, they're likely
to be happier with the app.
So that's our first case, a pretty clear
win for the app. For our next case,
we're going to look at a different
enterprise with an entirely different
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