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.
User testing is a way to get feedback
from real people during the design and
development process. Whether you're
designing an app or making a website,
you can devise different user tests to
evaluate the whole product or just a
small part of it.
User testing for digital products can
either be done remotely or on site.
Remote user tests are often done
through a commercial platform.
Paid users test the software on their
home computers and give spoken feedback as
You can then download the
screen recordings of the
users' interactions as well
as the audio recordings of their
answer to your pre-scripted questions.
In on-site testings,
you're able to observe the user directly
and interview them in real time.
This gives you a better sense of their
emotional response and you could follow
up with situations as they arise,
though this is obviously more
costly and more complex to manage.
When you are in the early
design stages of your project,
user testing can save time and money by
keeping you from going down the wrong
path. Later, during the development
and quality assurance phases,
getting feedback from real users ensures
that everything works seamlessly.
the last thing you want to do is
release a product with obvious usability
errors. When it comes to
planning user testing,
you want to start by
defining your objective.
What are we trying to find out about
this particular piece of software at this
time? If your project is
still in the planning stages,
your objective could be as basic as
finding out whether new users will be able
to find the information they need. As
your project moves through development,
you should be asking more
pointed questions. For instance,
does this page lead my visitors
towards making a purchase?
As you near the end of development and
start to focus on quality assurance,
you'll be looking at very
specific questions, things like,
would it be easier to find this
button if we made it yellow?
You want to avoid trying to test for
everything in one study. At first,
it may seem like you can save some time
and money by including more questions
and variables, but it's
usually not a good idea.
If you test for too
many variables at once,
your results may end up jumbled and
telling which variable is causing what
reaction becomes more difficult. No matter
what stage of the project you're in,
you always want to keep coming
back to your user objectives.
What do they care about? To sum up,
plan to carry out multiple studies.
Test for different learning objectives
at different stages of the project.
Begin with testing your broadest
questions, and as development proceeds,
gradually focus on more and
more specific questions.
Design tests to verify that the product
is meeting your stakeholders objectives.
If you can ask the right
questions at the right time,
the answers will give you a
better product at a lower cost,
and you will look that much smarter.
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