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.
So just what goes into a Creative Brief? In this video, we'll take a look at the essential ingredients of the brief, what it covers, and what it doesn't. Plus, how to handle that late-to-the-party guy who says, "Hey, I have an idea!".
So let's take a more detailed look
at what goes into a creative brief.
There aren't a lot of rules about this.
If you download some of the
many templates available online,
you'll see that their form and
content vary wildly. Nonetheless,
there are some elements that appear in
most creative briefs. Here's a list.
The medium and the form
the end work will take.
What is to be created
from this work? A website,
a 30-second television commercial,
an entire content marketing campaign?
Assignment or objective.
What is it we're trying to persuade
people to do with this work?
Download an app, vaccinate
their children, visit Poland?
And what's the budget
and schedule? I mean,
how much time and money do we
have to accomplish this miracle?
Then we're going to talk about target
audience. Who are we talking to?
What demographic or other groups
are we trying to reach? New Yorkers,
pharmaceutical company reps,
Boomers? In other words,
what would the personas
for this audience be like?
you answered that question will go a
long way into determining the project's
voice and tone. The problem
to be addressed or overcome:
What consumer behavior
are we trying to change?
Is the problem that more people in
Latin America use mobile devices than
Or that North American consumers
purchase turkeys only three times a year?
What's the message to the audience?
What are we trying to say to our
audience to drive them to action?
Their vision will be sharper if they have
a particular brand of lenses in their
glasses, to ask their doctor
if marzipan is right for you.
Measure success or the work objective.
How will we know our work has
had any effect? And if so,
how much of an effect? Have we
identified the KPIs for our product?
Do we measure sales before and after
a campaign? Conduct focus groups?
Carry out attitudinal tracking? Those
are some of the basics.
There are plenty of other elements that
might be included in a creative brief.
Some of these are a little quirky and
quite specific to certain styles of
marketing campaigns. But they may
also have value for your project.
Here's the template we
like to use at TBA Digital.
So just how brief should a creative
brief be? A page, 10 pages?
Creative briefs are
usually one to three pages.
You want to include enough information
to inspire your team and to keep everyone
working towards the same goal.
However, the more details you include,
the more difficult it becomes to
get everyone to commit to the brief.
And the whole purpose of the creative
brief is to establish agreement,
so you can begin the real
creative work. In general,
one-and-a-half to two pages
is a good length for a brief.
One last thing.
And this is true of any kind of outline.
No matter how much effort
you put into your brief,
the people reading it are as likely to
get hung up on what isn't in it as what
is. That's part of the point
of writing a creative brief.
To bring everyone on board early.
And to avoid having to return to square
one when the late arrival comes in and
says: "Hey, I've got an idea".
A good creative brief will help you
build and keep momentum on the project.
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