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.
you've done some research to guide your
construction of the perfect persona and
the data is pouring in. You've
put it all into a spreadsheet.
Now what do you do?
Your next step is to find patterns
in the data you've collected.
You're looking for things that the
people you've interviewed have in common.
These may be patterns of
psychological traits, their desires,
their favorite types of fish, personal
goals, things they find difficult.
They can also be purely
circumstantial. Occupation, income,
whether they live in a town or a city.
You might even notice words or phrases
that show up repeatedly in verbal and
These patterns are going to be the basis
for the qualities that you assign to
If you find that most of the subjects
from whom you've collected data are
introverted males in their twenties
with a strong desire to control their
then it's probably not a good idea to
make your persona a free-spirited woman in
her fifties who yearns
to travel the world.
Once you've identified a
number of these commonalities,
you can start to rebuild your original
first guest persona. In our case, Herman.
Now you can start writing down these
qualities. This can be done free form,
in word clouds and paragraphs - however
you're comfortable recording your
thoughts. Or you can use a
template. That's up to you.
But a template is really
useful for keeping some
consistency among the different
personas that you come up with. For
example, if you give one persona a hobby,
a template ensures that you give
a hobby to all your personas.
Obviously not the same hobby,
but a hobby of some kind that adds
another dimension to their personality.
As you do this,
you might notice other patterns in the
data that just don't fit with the first
persona, but keep cropping up.
Then it's probably time to start
putting together a second persona with a
different set of
characteristics. While you work,
you'll be applying your imagination
and hopefully your best judgment.
For example, if you're describing
a persona as shy or quiet,
don't give her a hobby
like, say, break dancing.
In a test survey conducted
by Forrester Research,
one of the faults shared by poor personas
was that they were inconsistent or
unrealistic. They weren't believable. So,
while break-dancing wallflowers
undoubtedly exist somewhere,
that market segment is likely so
small, it's not worth focusing on.
While you want to create a
persona that is detailed,
you don't want to get bogged down in too
many attributes that have no relevance
to your persona's behavior
regarding the product.
Ask yourself if the detail you're
including affects the persona's buying
motivations. Because in
our case, if you remember,
we're creating personas to help build a
website whose goal ultimately is to sell
something. In this case, aquarium fish.
That's enough to begin
characterizing our persona. Next,
we're going to put our character on his
feet and get him walking around in the
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