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.
Maybe you can start creating a persona armed only with your imagination, but before long you'll need some hard facts. That's where research comes in. This video contains some tips for gathering information without spending a bundle.
So, in the last video, we sketched
out Herman, the start of a persona.
That was fine for getting our fins wet,
but you can't create an accurate
persona without research. In this video,
we'll look at some of the kinds
of research you might try.
The ideal research method is to interview
a large number of actual visitors or
users in person, which, if you'll recall,
was for the small business
called You've Got Fish,
a mail-order tropical fish business.
This will give you very specific
information on which to base your persona.
There are two catches to this approach.
The first is that what people say in an
interview is not necessarily what they
really do or believe.
There's almost always a gap between how
people present themselves and how they
The second problem is that an in-person
interview is time consuming and,
therefore, expensive. Let's
say your budget is limited.
What are some of your
This is where you want to get creative.
You could visit the user forum of a
website for tropical fish keepers.
Buy a membership if you have to. Sure,
the people there talk mainly about fish,
but they also complain about all the
stuff getting in the way of their hobby.
Their jobs, their children,
their homes, their spouses.
They often have member profiles.
The forum archives may
contain years of posts,
and you can glean some quite detailed
information about these people.
If your project already has
a website or a Facebook page,
you may be able to conduct
visitor surveys from there.
If you have access to the site's
analytics, these can be very helpful.
For example, you might want to check
traffic levels against the time of day,
which in turn may offer clues as to
whether your visitors are employed or not.
Or just insomniacs.
If your project involves a business
with customer-service department,
they may have already collected a lot
of data for you to tap. Obviously,
your research methods will depend
on your particular project.
But with a little imagination,
you can almost always find better ways
to gather information you need quite
cheaply. As research about
your potential users comes in,
it's a good idea to organize it so
that you can take it in with a glance.
The simplest way to do this is to enter
it into a spreadsheet. In this example,
we have your research subjects going
down the rows and their common attributes
in the columns.
There are bound to be gaps in this data
because we're gathering it largely from
This is when you want to consider
conducting some small-scale surveys or
interviews to fill in those gaps.
Now that you have a better
idea of where those holes are.
For our next video,
we're going to assume you've gathered
enough data to make a start teasing out
some patterns or commonalities that will
allow us to start testing our initial
sketch of Herman.
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