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.
In this video, we take the first steps to creating a persona. Once you've created a persona, but where do you begin? What are your first steps and who should be included in the mysterious process of shaping your persona?
In this video, we're going to take the
first step towards creating a persona,
which, as we learned in the last video,
is a tool to keep the focus of
your website or app on your users.
Let's say you're building a website
for a company called You've Got Fish.
They sell tropical fish by mail.
What's your first step in designing a
persona to model users who want to use
such a site? Already,
we're a bit into the weeds,
because there are so many
different opinions about this.
Some believe that before
you do any research,
the thing to do is just
quickly sketch a persona,
using best ideas off the
top of your head.
Often, this is done with a group of
developers, designers, managers,
anyone with a stake in the project.
Others recommend against including all
of these people because there's a danger
they may latch onto the initial sketch
and have trouble discarding it once
you've refined the design. Others say,
don't do any sketching until you've done
some valid research. But what the hell?
We're just going to take a stab at
this because that's the kind of mad,
impulsive guy I am.
But let's keep this exercise
limited to you and me to start with.
We'll start with the
basics. Age, gender, income.
Those three things will tell you a lot
about our persona right off the bat.
Let's say that he's 56 years old,
Asian, male and makes, I don't know,
$95,000 a year. So, why
do we say that? Well,
because you've talked to the owner of
You've Got Fish and he doesn't have any
hard data, but he's talked to a
lot of customers over the years,
corresponded by email and Facebook,
and that's his impression,
which is probably better than
our impression. After all,
what do we know about people who keep
tropical fish? So let's go with it.
And while we're at it, let's give
him a name. We'll call him Herman.
And there you have it. You've
created a persona. Admittedly,
he's a little thin and speculative,
and I did say that a good persona
is specific, didn't I? So, clearly,
we still have some work to do. Next video,
we'll begin doing a little research to
see how well our initial assumptions
stand up. If we've done well, we
can start filling in the details.
If we haven't, it'll be back to
the drawing board for Herman.
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