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 look at the five most
common error types that crop up during
usability testing, because you're bound
to make some of them. When you do,
just remind yourself that failure is
almost always a better teacher than
One of the most common usability
testing errors is lack of focus.
This usually results from trying to test
for too many things at once. At first,
it may seem like you can save money and
time by including as many questions and
variables as you can in one session.
But it's usually a false economy.
If you test for too
many variables at once,
it becomes difficult to tell which
variable is causing what reaction.
Your results can end up jumbled. The
second type of error is sampling error.
This is usually the result of selecting
inappropriate testers for your study.
So who are the wrong
testers? In one sense,
there's no such thing as a wrong tester
as almost anybody should be able to
easily navigate your website
or application. However,
you'll probably get more
significant results by drawing
your test users from the
pool of people who are most
likely to visit your website.
Judicious use of screening questions
during the recruitment phase will also
reduce the chance of
sampling error. And remember,
you could often recruit testers directly
from your website using a platform like
Comprehension error is a failure of study
participants to understand the task or
question. Most often, this is the
result of industry or technical jargon,
second nature to you, but gibberish
to many users. But, sometimes,
it's because the questions or
instructions aren't clearly worded.
The solution is to frame tasks and
ask questions using plain English.
Reading your questions aloud
can be a big help with this.
And get a reader, preferably not an
industry insider, to look over them.
Faulty participant recall occurs
when test subjects can't recall an
event or information.
It's usually the result of being asked
about something that has happened a long
The solution to this is to ask questions
about tasks or procedures immediately
after that task has been completed.
Acquiescence bias occurs when testers
answer more to conform to social
norms than to see what
they actually believe.
This can occur for all kinds
of reasons: embarrassment,
reluctance to disappoint the
tester or just politeness.
The cure for this kind of error is to
assure participants that their responses
will remain anonymous.
Remind them that no one is going to be
offended by anything that they say or
write. You just want the truth. Really.
Any of these errors can
invalidate or muddy your results.
So you want to guard against them.
Once they've occurred, sorry,
the only way to correct them is
to reframe the questions or tasks
and repeat the test.
But that's why you do a dry run as we
talked about a couple of videos back.
Then, it's why you watch
these Blackboard videos,
where you get to learn from
everyone else's mistakes.
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