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've now seen some different
types of customer journey maps.
Let's take a look at a specific
example, the Oz Corporation,
and see how they used customer journey
mapping to boost sales in their
aftermarket brains division.
OzCorp's chief executive wizard instructed
the marketing team to develop various
personas to represent their
different market segments.
We're going to follow one of those
customers over time using the customer
journey map that the team at
Oz put together. So here he is.
Scarecrow works in agriculture,
has a central nervous system
consisting entirely of straw.
His hobbies are musical theater,
dance, helping out-of-town visitors,
and avoiding fire at all costs.
Here's the customer journey map that
OzCorp came up with for Scarecrow.
As you can see, along the top, we
have the journey phases: awareness,
consideration, decision, delivery and use,
finally loyalty and advocacy.
Going down the left side here,
we have a scale measuring
And scattered along the journey is a
sampling of the key customer thoughts and
The awareness phase is the stage in the
customer journey where the customer or
user first realizes they have a need
or desire for a product or service.
This could be triggered by a
problem. For example, a headache.
Or simply a desire they weren't
previously aware of. For example,
they watch a Prius drive by while
they're waiting at a bus stop.
While Scarecrow's lack of a brain hasn't
affected his job performance to date,
he's begun to wonder if a brain might
provide him with improved mobility and
opportunities for career advancement.
Scarecrow turns to Google and,
on the first page of the result,
two leap out at him: Dr. Frank N.
Stein's Brain Transplants
and Zombie Brain Supply.
These two candidates look
promising, at least initially,
but we'll come back to them later.
OzCorp's website is so far down the
page of Google results that Scarecrow
doesn't even see it. In fact,
he never would have heard of OzCorp's
products if it weren't for a chance
recommendation by a passing
tourist from Kansas.
He recalls OzCorp's name
from that conversation,
does a branded search through Google.
In the consideration phase,
the user or customer weighs their options.
This may include choosing from several
competing vendors or whether to make any
purchase at all. Once Scarecrow
has researched OzCorp's website,
he's convinced that they
are a strong candidate,
adds them to the consideration set.
After carefully weighing the various
product price points and features,
he decides to go with
OzCorp's genius model.
The decision phase is where the
customer commits to making a purchase.
Scarecrow is in the midst
of placing his order online.
Then he discovers there's
no shipping options.
This shows up as a pain point
on the customer journey map.
A pain point is any obstacle to
the purchase or use of a product.
These obstacles could be financial,
emotional, or logistical.
Some examples of pain points are a high
purchase price, a clumsy website UX,
or having difficulty
following the user manual.
OzCorp's major pain point is that they
have no retail stores and they don't
The only way to acquire their products
is to visit their facility at
1 Yellowbrick Road.
Now a severe pain point may send
buyers back to the consideration phase,
where they may start looking at other
alternatives or change their minds
completely. And that's what
happens with our customer.
He takes a second look
at OzCorp's competitors,
which he discovered through
his initial web search.
But these options each have their
own pain points as well. Dr. Frank N.
Stein's Brain Transplants deals
entirely in recycled products.
And Zombie Brains appears to be interested
only in acquiring brains for dubious
So Scarecrow returns to OzCorp's website
and ultimately places his order there.
All of this goes into the key thoughts
and feelings feature of a customer
A cursory look at the journey map without
this feature might lead one to believe
that OzCorp was always Scarecrow's
first choice. But, in fact,
the lack of a home delivery or a nearby
retail outlet almost cost them the sale.
And so Scarecrow enters the delivery
and use phase of the journey.
The delivery and use phase typically
include things like order fulfillment,
shipping, delivery tracking, customer
onboarding, user instructions and so on.
In OzCorp's case, it's picking up the
product, removing it from its packaging,
reading a quick start guide
and setting a few options.
And then of course
finally using the product.
It may also include reading online
user forums, blogs, or meetup groups,
even if these are not
provided by OzCorp directly.
Eventually, Scarecrow arrives at 1
Yellowbrick Road to pick up his brain.
Upon installation, he can
feel the benefits right away.
A common feature on a customer journey
map is the loyalty and advocacy phase.
The loyalty and advocacy phase usually
begins when a customer starts using a
product or service.
It may start even sooner if they're
particularly impressed with the buying
process, either negatively or positively.
This phase is all about the
mindset the customer ultimately
develops towards the brand.
The mindset will influence whether they
recommend the product to a friend or
family or give it a poor online
review. And most importantly,
it determines whether they choose
to buy from the company again.
This is the stage of a customer journey
where OzCorp excels. In general,
its customers are more than
happy with their purchases.
And Scarecrow is no exception.
He's now a strong advocate for brain
implants within the Scarecrow Community,
and he shares his experience through
social media and online reviews.
So what did OzCorp learn in creating
this map of Scarecrow's customer journey?
OzCorp could reap immediate benefits
from focusing resources on SEO and
SEM. Their name is not showing up on the
first page of results in searches for
aftermarket brains. And that's a problem.
A quick fix is to invest in
some paid search advertising,
but they should also invest more
heavily in the longer SEO game. Two.
OzCorp should seriously
consider increasing their
brand awareness in general.
In our example,
Scarecrow is engaged in field work that
leaves him isolated during the day.
But in his leisure time, he enjoys
a rich and lively internet presence.
OzCorp should bolster their social
media presence and consider advertising
on agricultural and
They may also wish to geotarget
Oz's farming belt. Three.
The Oz Corporation would greatly benefit
from immediately implementing a product
distribution network through
hospital pharmacies, private clinics,
or direct home delivery.
This one is a no brainer and would
immediately obviate most of their primary
pain points. Four. Capitalize
on customer loyalty.
This is the phase of the customer
journey where OzCorp already excels.
Their customers are satisfied
with the product performance,
loyal and motivated to recruit others.
OzCorp would do well to highlight
customer satisfaction in their future
advertising and add customer reviews
for social proof to their website.
All right, thanks for watching.
I hope that showing this customer's
journey in detail has demonstrated how
mapping the customer journey can be
one of the most effective tools you can
create to understand your customers so
as to improve your customer's experience
and ultimately increase sales.
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