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.
We started this series by asking if it's
wise to assume that mobile users are
more task oriented than
desktop users. Well, maybe.
For this video, let's suppose that your
mobile visitors are more task oriented.
And that can be a pretty safe assumption
if your website is for a retail
business. When accessing your website,
your mobile user might
already be in another store,
comparing your prices to what
they see in front of them.
Or maybe she's in her car looking for
your store's address or opening hours.
Or perhaps she's looking for your phone
number hoping to talk to an actual human
to confirm that you really do
have a particular item in stock.
These users are definitely task-oriented
customers and they're mobile in the
truest sense of the word. But let's
consider another type of website.
Let's say Bloomberg.com. Are
their visitors just looking
for a quick fact check?
Imagine our user is at
home watching Bloomberg TV,
which purports to cater to the
clever customer who's short of time.
As a Bloomberg.com subscriber,
she also has access to their whole
website-including subscriber-only digital
content. Now she might well be
one of those two -fisted viewers.
She's got the remote in one
hand and her phone in the other.
Her mind flicks from the broadcast
news story to a related issue.
So she looks to her phone to
get her missing information.
This starts as a glance at a
headline or an article excerpt,
with every intent of going back to
looking at the TV. Visitor on a mission,
right? But maybe she continues reading
and ends up finishing the entire article.
So she's at home, she's sitting on the
couch, but she's using a mobile device.
She might not be on a quick mission
or maybe she's in for a lengthier
maybe we can't conclude that all
mobile users are task driven.
But here's something we
can say with certainty:
The key to keeping mobile users happy is
to minimize the steps between them and
their goals. So use familiar
Put the features where visitors
have learned to find them.
Make your site easy to
scan visually. That is,
highlight the features that visitors
are most likely to seek so they can find
them quickly. Put the most important
stuff at the top of the page.
Put phone numbers,
addresses and hours on the homepage
if you're a walk-in business.
Include a search field and
put that on the homepage.
Don't make visitors have to register to
answer basic questions---certainly not
on their first visit.
The number one reason for abandonments
during checkout is being asked to create
an account. Go for a simpler design--one
where the pages load quickly,
even on slower mobile networks.
Fancy animation and effects
increase load times.
All right. Those are some basic pointers
on keeping your mobile users happy.
Obviously the websites we mentioned have
a requirement for a full-size desktop
site as well.
But is the moral of the story that you
should always start by focusing on the
design of your mobile version
of the site? Not so fast. Next,
we're going to look at the
kinds of websites where
maybe you don't want to treat
mobile visitors as if they're
more important than the rest.
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