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.
Up to this point,
we've studied our data and used our
insights to form at least one persona.
Now we get to have some fun. We're
going to create a narrative for him.
Characters are all fine,
but as one writer put it,
no kid ever tugged on his mother's
apron strings and pleaded: "Mommy,
tell me a character study".
There's nothing like a story to help
relate to your personas as real people.
One technique is to take your
persona through a typical day.
This not only tells you
things about the persona,
it's also a great way to
spot holes in his profile.
The stuff you might have missed.
What does he do when he first gets
up in the morning? Feed the fish?
Or does he make his own breakfast?
Does he pack a lunch or plan to grab
something at work? And if so, where?
Does he take the bus? Drive?
Stop at the gym? Obviously,
this is too much detail to enter
into a template. But as an exercise,
taking your persona through his day to
day can raise issues or questions that
shape his behavior, especially his
buying habits. Most importantly,
relating to your persona in this way
helps you to consider their priorities.
What is important to this person? What
guides their decision-making process?
Is it ethics? Money? Personal well-being?
One of the things we're
trying to establish with this
is whether this is a high-
or low-level involvement
product for the user. Finally,
Forrester Research did a study that
found one of the most common flaws in
personas they studied
was a lack of narrative.
Personas without any story
were not compelling. That said,
the narrative you come up with doesn't
have to be a full-on day in the life.
It could be how that character left home
as a young adult or how she found the
apartment she loves so much and
still lives in today. Whatever it is,
make your persona narrative
memorable and specific.
It's one of the most effective ways to
ensure that your team members believe in
their creation and return
to it again and again.
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