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.
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Meet one Malcolm Forbes.
A cutting-edge marketing
manager in a cutthroat
business. Mr. Forbes has been
assigned a singular entry ticket:
to create a video to promote
his company's latest brainchild,
a machine capable of restoring
sight to failing eyes.
What the good marketer can't see
is that, in just a few moments,
he's going to step into a realm where
the shadows stretch to infinity and
daylight always lurk somewhere
just over the horizon.
But by then it will be too late, because
he'll be lost in a realm we call ...
The Medical Marketing Video Zone.
suppose you're the one who has to produce
a video about your laser eye machine.
At this early stage, you haven't
decided much about this video,
but you are sure of its purpose:
to reassure and inform patients.
You want to show them exactly what will
happen to them before the procedure,
during the surgery, and
then post-op. In short,
you hope to eliminate
their fear of the unknown.
It doesn't take you long to work up a
rough idea of what this video will consist
of. Having consulted with engineers and
surgeons who have helped develop the
you've learned that the patient will
have at least one pre-appointment with a
take the usual precautions for outpatient
surgery and then report to a clinic
where the operation will be performed.
And someone will have to pick up the
patient after the operation and change a
bandage over their eyes
a couple of times. This
friend or relative will also have to put
drops into the patient's eyes for about
a week before they return for a
final consult with the surgeon.
And that's about where we'll leave our
patient, with their much improved vision.
All of this gives you a rough idea of
the locations required for the shoot.
Probably the patient's
home, the surgeon's office,
maybe a shot from the
reception waiting area. Uh,
you'll need a few shots of the laser
machine itself and the room where the
procedure is performed.
You've also decided that actual footage
of the procedure is probably too
disturbing for most viewers.
People are very sensitive
when it comes to their eyes.
So you're going to cover most of the
procedure itself with an animated sequence
showing just how it works. You don't
need to hire actors to play the patient,
the surgeon, maybe a receptionist
and a technician at the clinic,
plus the friend or relative who picks
up the patient and helps out at home.
Also, you decide there
won't be any live audio.
The only thing the audience will hear
is voiceover narration and music.
Why, you ask? The same reason you're
using animation for the procedure itself.
It just puts a little bit of distance
between the patient and what's going to
happen to them. You want to keep it
all very soothing, very reassuring.
You now decided on enough of your videos
parameters to know that while it's not
exactly Citizen Kane,
it's probably more than your
in-house team can comfortably handle.
You decide to take it to an experienced
agency. So what happens now?
First, we're going to give you some idea
of what it takes to make such a video.
And then we're going to give you some
pointers on choosing the agency for the
job. Next up, the steps to
making a medical marketing video.
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