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.
Now is probably a good time to pause in
our quest for the perfect persona and to
ask a few questions--just to make
sure we're on the right track.
These six questions were developed by
Forrester Research as best practices for
developing personas. First question:
Does your persona sound real?
Your persona should focus your team's
attention and remind them they're
designing for real people. So it
helps if that persona is believable.
Look for traits that sound credible,
that work together to create a
consistent view of this person's life.
You want to include enough specific
details to help your team empathize with
this character. Question two: Does
the persona have a compelling story?
It doesn't have to be
To Kill a Mockingbird,
but it helps if there is some sort of
narrative that connects to your persona's
It could be as simple as dropped out of
college to follow his girlfriend who was
offered a job in another city.
Because people aren't just a bunch of
character traits stitched together like...
Well, like that! Real people do
things and things happen to them.
That's what shapes their
personalities. Question three:
Does the persona enable design decisions?
Remember why we're creating this persona.
It's a tool to help you
design your product,
so make sure the features of that
persona truly reflect the needs and
motivations of the user.
Don't make the mistake of coming up with
something that is just a reflection of
your own business goals. It has to
be about the user. Question four:
Does the persona have decent
production values? Design matters.
The persona needs to have a
certain professional polish.
Choose a good quality photo that
is well lit, properly focused,
and the right resolution.
The photo is the first thing that
people are going to connect with.
Make sure your persona's profile is laid
out in a pleasing manner and that the
text is free of typos or
grammatical errors. Question five:
Have you presented the persona in a
way that calls out the key goals and
Make sure you highlight the persona's
most important character traits,
high-level goals, and give
them a visual emphasis.
Not everything is equally
important. Question six:
Is using the persona
convenient and appealing?
This is really just question
four and five restated,
but you do want to make
sure that as a tool,
the persona is something that your
stakeholders want to refer to.
If they can easily find and process the
information embodied in your persona,
they'll be far more likely to use it.
If you can answer "yes"
to all of these questions,
you're likely to have a solid functioning
persona to serve as a working design
reference for the life of your project.
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