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.
Although a persona is never truly finished, there comes a time to pull off the shroud and reveal him to the world. Regularly updating and refining a persona is an effective way to keep users foremost in the minds of your team members.
Congratulations. You've created a persona. It's alive.
All right, let's not get carried away,
but Dr. Frankenstein is right about
one thing: A persona is alive.
And as a living thing,
the persona has to grow and change to
reflect shifting markets so you're never
truly finished with it. That said, there
comes a day to unveil your creation.
The crucial thing is to make the persona
available to everyone on your team.
Sales and marketing people, designers,
developers, customer service,
quality assurance testers, everyone.
Because you want everyone to feel that
this is the person or persons that they
are trying to serve.
You want all of them investing in
refining and adding to the character.
After you've shared your persona,
ask your team for feedback.
Listen to what they have to
say. In their experience,
does the persona truly represent
your users? Is it compelling?
And here's a great spin-off
from asking for feedback.
Just doing it forces your team to think
about the actual users of your product,
which is your main goal.
Personas are really only useful if your
designers and developers are able to
easily sort through their attributes.
Here, design and presentation matter.
Use graphics and call-outs to highlight
the information most relevant to them,
such as key purchase
motivators, goals, frustrations.
The stories and the human touches will
pull them through their first read,
but they should also be able to dip
into the document to extract particular
One firm places a copy of the persona
on top of every marketing document they
distribute internally to remind their
employees who it is they're working for.
A persona is not meant to
be prescriptive. Rather,
it's about inspiring creative
approaches to satisfy user needs.
If it's both compelling and clear,
your team will refer to
it time and time again.
The more they use it and
the more they add to it,
the more valuable that tool becomes.
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