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're going to take a look at some
of the different kinds of CMSs out there.
There are several different ways
to categorize content management systems,
but we're going to start with one of the most
common, which is by programming language.
Developers can write a CMS in a variety
of programming languages,
but just a handful make up the bulk of
Content Management Systems in use today.
The most common is PHP, which stands for
Hypertext Pre Processor... somehow?
I guess the first P is silent.
Anyway, PHP is an open-source language.
many of the content management systems
written with it are also open source.
These include WordPress,
Drupal and Joomla.
PHP is popular because it's relatively easy to learn
and it's widely installed on millions of servers.
Some other popular programming languages for Content
Apart from your I.T. department,
the language in which your CMS is written
really won't make much of a difference
to anyone but the person writing it.
The important thing for someone charged
with choosing a CMS
is to ensure that it is based on
one of these more common languages.
That way, if you ever end up having to hire a developer
to customize the code or add a feature,
you have a sizeable talent pool from which to draw.
Another way to break down your CMS choice
is by ownership.
Here, you have four choices: open source, proprietary
software, software as a service, and custom CMS.
Because they're free,
open-source CMSs are very popular.
Developers have also created large numbers
of plugin modules for them.
Some of these modules are free.
Others you'll have to pay for.
Overall, open-source seems like a pretty hard system
to beat with everyone acting so benevolently.
But there are drawbacks to open source.
Open-source vendors often tout the
24-hour availability of their community forums.
And yes, you can ask for help 24 hours a day on these forums,
but you may not get an answer when you need it.
It's a bit like calling on your neighbor
for a cup of sugar.
You could get a cup of sugar for nothing.
You could also just get... nothing.
Another problem is that open-source communities can also
be fickle and over time decide, for whatever reason,
to migrate en masse from last year's darling.
You'd be surprised at how little time it takes
to go from "thriving community"
to “that ghost town where they shut down the Joomla mine."
Also, creating yet another plugin for an open-source CMS
and getting it to work reliably,
along with all the other plugins added to the CMS?
It's not something that most professional developers relish.
They'd much rather just create something from scratch.
An alternative to open-source CMS is proprietary CMS,
which you do have to pay for.
In addition to an initial license fee,
you may have some ongoing payments
for updates, support, training,
volume licensing, that sort of thing.
At one time, it was safe to say that pages generated
by a proprietary CMS
were just slicker and more professional looking
than their open-source cousins.
But with so many great themes and other plugins
available for open-source CMSs like WordPress,
well, that hasn't been true for a long time.
Still, proprietary-source CMSs have their advantages--
the main one being that they offer some product support.
An alternative to these two options is a SaaS CMS.
SaaS stands for Software as a Service--
just in case you missed that.
Like a proprietary CMS, this is software that
you must pay to use through a license or subscription.
Squarespace and the e-commerce platform Shopify
are examples of SaaS.
A SaaS CMS tends to come as part of a whole package,
which often includes web-hosting,
training modules, analytics, a certain amount of data storage,
and ample technical help.
They'll even install any updates
for you as they become available.
The downside of SaaS is that as soon as you
stop paying for it, you're off the platform.
Also, while you may be able to choose from a number
of different themes offered by a SaaS vendor,
so will all the other customers.
So don't expect a website built on a popular
SaaS CMS to have a unique look and feel
unless you're prepared to pay
for some custom redesigning.
SaaS can be expensive.
And once you've committed to a SaaS vendor
and your customers are comfortable
with your site's interface,
it can be hard to leave,
even when the rates inevitably go up.
And if you do decide to cut the cord,
migrating your data to another CMS may be
a technically difficult and costly endeavor.
A fourth alternative is to pay a team of developers
to create a Custom CMS for you.
A good developer agency should be able to build a CMS
that is perfectly suited to your business's needs,
and they should also know the code inside and out
so that improvements and new features
can be implemented quickly and efficiently --
which may or may not be the case
when dealing with a boiler room full of technical
support agents toiling for some SaaS vendor.
Sometimes, a custom CMS is
the only practical solution.
Let's say you're a large medical device or
diagnostics company facing stringent info,
S.E.C. and legal requirements.
You need to create an app for educating
a network of physicians on your products.
Due to cost and time, there's
no practical way to tap into your DXP.
In a case like this, a custom CMS
is the only practical solution.
Or say your legal review department requires FDA-approved
routing numbers to be applied to every screen in your CMS.
Furthermore, a pixel-perfect PDF
needs to be created each time you wish to publish
something showing these proposed
new numbers attached to the new content,
exactly matching the legacy system that
I.T. legal is still using.
A proprietary or open-source CMS might be adapted
to handle this requirement,
but the code will have to be so extensively
reworked that it may end up looking
like the digital equivalent of a platypus.
In a case like this, having an app built
from scratch is probably a better bet.
There are other ways
you might classify CMSs,
but we've already gone into more than
sufficient technical detail for many of you.
If nothing else, I hope that this video
has helped familiarize yourself
with some of the jargon surrounding CMSs.
Next, we're going to give you some
practical pointers for determining
if a content management system
is right for your needs.
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