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.
You've dug up some existing information
on your customers and organized it in a
rudimentary way. What now?
Let's say your initial research has
given you some insights into part of the
customer journey right around
the conversion or purchase point.
But prior to that,
the customer awareness and decision
phases are something of a hazy mystery.
To fill in those gaps, you're
going to do some primary research,
collecting information directly from
your potential customers about their
thoughts and actions during those stages.
Here are three main ways you
could do that. Live interviews.
With the interview method, you
question users or customers,
either in person or over the phone to
learn all about their experiences and
decisions during the relevant
phases of the customer journey.
The advantage of this kind of ethnographic
research is that you can go into
detail, asking about a customer's
thoughts, feelings, and actions.
The responses you receive will allow
you to adjust your follow-up questions.
Well you're relying entirely
on your subjects' memory
and honesty. That's risky.
Also confronted with a live interviewer,
even people with good recall may
subconsciously give you the answers they
believe you want to hear.
This is acquiescence bias.
Diary studies. In this research method,
you pay customers to record
their thoughts, feelings,
and actions throughout their
customer journey in a diary.
This largely eliminates the
problem of faulty recall.
The disadvantages that it requires
considerable diligence on the part of the
They have to take the time to write down
their observations and actions at every
touch point. And that's likely
to come at a pretty steep cost.
Direct observation. With direct
observation, you follow your customers,
documenting their actions
and movements yourself.
It's a little like stalking them.
These direct observations of
customers can be made in two ways.
We like to call them IRL and URL. IRL
stands for In Real Life
and URL. . .
It stands for Online.
In real-life direct observation,
an observer you hire actually follows
individual customers as they push their
buggies through the supermarket aisles
or browse the shelves of their favorite
shoe store and records
everything they do. Yes,
it's entirely legal and these
shopper stalkers are very discreet.
They look like just another
average shopper. But, in fact,
they are astute observers
of customer behavior.
When you track the movement and choices
of customers who are shopping online,
well, then you're doing user testing. And,
it just so happens we have an entire
video series on that very subject.
For user testing,
you can either look over your subject's
shoulder using a video camera to
record their words and actions--even their
eye movements--as well as whatever is
on their computer or phone screen
at the time. Alternatively,
you can use applications like Hotjar
or Crazy Egg to track their clicks and
cursor movements remotely.
The advantage of these direct observation
methods is that they're more accurate.
You see what your subjects are
actually doing, or have done,
from moment to moment,
as opposed to their "sometimes"
questionable recall of events.
The disadvantage of direct observation
is that you can only infer what customers
are thinking and feeling as you track
them. But to get around this problem,
you can supplement your tracking with
what's called contextual inquiry,
asking users questions while they
shop for or use products. And again,
this can be expensive.
So where do you find customers willing
to participate in these surveys or
tracking methods? Well, you can solicit
participants through email campaigns,
social media platforms, or through
signup forms posted on your website.
There are online services that will
assist you in recruiting users like Ethnio
and User Interviews Dot Com.
This is where you're going to
have to spend a few dollars.
It's fine to ask people a couple of
questions in a form for a warranty.
And you could even post an optional
survey on your website to glean some free
info. But the kind of detailed information
needed for customer journey mapping?
Well, people expect to
be compensated for that.
We'll provide some links in the
video notes for recruiting sources.
Just how many participants you'll need
to recruit for qualitative studies--well,
that's a tricky question.
Most studies invoke the principle of
saturation to determine the number of
This means they'll recruit subjects until
they stop hearing any new observations
or opinions in response to their
questions, which is not very scientific.
Practically speaking, your sample size
is going to be limited by your budget,
but five is generally
considered a minimum.
The next step is to supplement
your qualitative findings
with quantitative data.
You could follow up your interviews
with surveys to measure the frequency or
degree of any of the behaviors
you've uncovered. For example,
let's say your interviews revealed two
users who complained that having to give
their credit card number before knowing
the shipping costs was annoying.
A survey asking users how much they
concur with that idea on a scale of one to
five could quantify just what
percentage of users share that opinion.
Then you know if this is a common
sentiment or just an outlier complaint.
Now this brings up an interesting point.
While having a satisfied
customer is very important,
what you really want are paying
customers or other conversions.
We'll be exploring this idea in
more depth in a supplementary video,
Use web analytics to verify
Use website analytics to correlate events
like purchase abandonment with pain
points you've identified.
You can even follow that with a further
round of survey questions to see if
those correlations hold up.
If you've designed your interviews
and observational sessions well,
you should be able to now have gathered
enough data to help fill in some of the
remaining blanks in your customer
At this point, it should look something like this:
Okay, not bad. We haven't
filled in all the blanks,
but by this time each phase of the
journey has at least a couple of customer
decisions, questions, feelings,
pain points, or influences.
We have enough information to piece it
together in graphical form
-- hopefully something more interesting than
just a matrix of squares. In fact,
there are likely some phases in here
that you have far more data than you can
fit. Now, sketch out your map using
whatever design you've chosen. Again,
feel free to download our
template using the link below.
The particular form you choose for your
map will depend largely on the questions
you're asking and the problem
you're attempting to solve.
To rough out a quick example,
suppose you're trying to improve your
customers' experience with over-the-phone
You want to streamline the process
and lower frustration levels.
You could create a map with an expanded
use and advocacy phase in which you
track your user satisfaction.
Touch points include searching your
website for the number to call,
waiting for an agent to answer and
reaction to the agent suggested remedy for
Keep in mind.
That's just one answer to one question.
Once you've completed
this draft of your map,
then you go back to doing more primary
research to fill in whatever blanks remain.
At this point, it will
be highly targeted interviews.
Finally, presentation is important.
You spent considerable time and money
collecting the best data you can find.
So don't skimp on the design. If you
don't have access to in-house designers,
we'll go outside and
find one to work with.
Come up with a map that is
colorful and eye catching. Yes,
you should have a rough idea of how
you want your map to look going in,
but a designer will offer good creative
alternatives or at least be able to
riff off your original concept.
This can be the most creative part
of mapping the customer journey.
A map that is visually engaging is more
likely to be referenced and studied.
And that brings us to our
next video, in which we ask,
what do you do with your
map once it's finished?
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