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.
But who actually writes the Brief? And how do you get the whole process started? Also, once all parties have signed off on the Brief, does that mean its work is done? In this video, all your questions will be answered
Now let's get down to writing the creative
brief. How do we start the process?
Who should be involved? And
who actually writes the brief?
Well, the creative brief can
originate with the client,
or it could start with the agency.
If your firm's internal creative team
has already come up with a brief that you
can just hand to the agency, well,
the brief is just folded into the
scope of work-which lists the project
deliverables in more detail.
But let's say the creative brief
has started with the client.
The agency then looks it over and
will undoubtedly have questions.
They'll come back to you with
those questions-the more,
the better-before finalizing
the creative brief.
Which it then turns back
to the client for approval.
The creative brief can be punted back
and forth in this manner several times
before everyone is happy.
Only then, do the agency and
the client sign off on it.
Far more commonly,
the agency is charged with coming up
with the creative brief from scratch,
and we'll want to interview the
client before writing a first draft.
they want to ask questions leading to
all the elements we talked about earlier:
What is the problem you're attempting
to overcome? Perhaps sales are falling.
Or it could be an opportunity
you wish to exploit.
Maybe it's the company's 20th anniversary.
Or you're launching a new product line.
In other words,
they should be asking why you want to
launch this campaign or project now. Other
typical questions include things
like: What does the product do?
Who is the target audience
for this campaign?
What are the desired
outcomes of the project?
A change in the perception
of the brand? Increase sales?
If you're a new client,
the agency will probably want to ask
you some questions about your company to
establish context for the campaign.
But they should also have done enough
homework that they already have a good
idea of what your firm's broader history
is and what defines your brand. Only
once the agency has a firm
understanding of your company's goals,
weaknesses and strengths,
should it set about writing the
first draft of the brief. So
who should be involved in that process?
For the agency's part, they should
be involving the most senior people,
including the project
managers, designers, writers,
researchers and development people.
Anyone who will have a stake in the
project should be given an opportunity to
contribute to the brief.
The more they're involved,
the better their
understanding of the project.
But who actually sits down at the
keyboard to type the creative brief?
A creative brief is a
very important document.
It could well set the tone and
parameters of an entire ad campaign.
So a senior agency person who has had
direct contact with your firm should write
the brief. At least the first draft. Yes,
they should seek input from
colleagues, but in the end,
you want a document that carries some
heft and has the approval of the client's
And, of course, once that initial
draft has been put down in pixels,
the agency should have a writer do a pass
to check the grammar and spelling and
just punch up the expression of
the ideas contained in the brief.
Well, that should get
things started. The agency,
having done their research and
presented you with a first draft,
now you have a document that you and
the agency can agree will serve as the
launch pad for your
campaign, ad or promotion.
Now you can both sign off on it.
So does that mean you're
done with the creative brief?
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