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 our previous video,
we decided that a mobile app was the
best solution for our first test case:
a pharmaceutical rep looking to promote
a new drug to physicians on her sales
calls. Now we're looking at
a different enterprise case.
A large oil and gas firm requires an
orientation guide to onboard new hires.
What would be their best bet for a digital
solution? A website or a mobile app?
First, let's look at the company's
hardware. In some jurisdictions,
workers have been issued a standard
set of computers. Elsewhere,
employees are working with a
hodgepodge of laptops, mobile phones,
desktop computers, and tablets
of various brands and qualities.
Here's where a website shines.
It's just far less work to adapt a website
to run on multiple browsers than it
is to create a new app for every
operating system and screen size.
That's one for the website. Then
there's the language to consider.
The oil and gas company has offices in
dozens of countries around the globe.
Most of their employees are fluent in
only one language and that very often is
so which can be more easily modified
to display text in multiple languages:
an app or a website?
Well. . .this one's a tie.
Both websites and apps can
now be programmed to detect
the default language of
their platform's operating system and
automatically display the text in that
language. But what about access to wifi?
Won't that present a problem for our
petroleum giant if their on-boarding
materials are only available
on a website? As it turns out,
most of the company's computers and
employees have continuous access to a
network. And even if they didn't,
the materials in the employee handbook
are rarely needed immediately.
They're more something a new hire will
read in between tasks during her first
few weeks on the job.
So you can probably wait until a
network connection is available.
What about that orientation video and
test that every new employee must view and
take? Of course,
you can launch a video and administer
a test from either a website or an app,
but whenever playing a video is involved,
you're dependent on a reliable network
connection. One for the app, right? Well,
You always have the option of downloading
the video and then playing the file
from the device. So again, that's a tie.
For those of you at home who
haven't been keeping score,
that's two wins for the website.
Two draws and no wins for the app.
A website, in general, is more
easily updated than an app,
but how often does an on-boarding
handbook require updating?
Most topics such as the general welcome
and orientation, attendance and leave,
pay and benefits,
safety and security--they're going to
stay more or less the same year after
year. Employee-conduct guidelines
might have to be updated more often,
so that's a slight advantage to the
web. All right, that's probably enough.
By the time you consider that a website
is less costly to create than an
application, it seems that for case study
number two, the website is the winner,
four to nothing. So that's
our second case study.
It's not too difficult if you
ask the questions one at a time.
Consider the user need first.
Then platform requirements,
and finally budget.
A clear choice will usually emerge in
the question of website or mobile app.
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