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.
It's time to get down to
what you'll be testing.
Not in the sense of
what piece of software;
that's probably already been determined
by factors known only to you.
Perhaps you're at the wireframe
stage of a new website,
or maybe you're developing an app for iOS,
or maybe you're just creating a few
additional pages for an existing website.
You'll need to decide what aspect of your
product or website's interface you'll
be testing. Is it the
How easy it is to find a
particular product in your
online catalog? For an app,
maybe you want to know if the latest
update to the interface has made logging
sales calls easier. Once you've decided,
the next thing you'll have to do is
choose the hardware platform for testing.
Is it going to be an
iPhone or a Chromebook,
a desktop with a 27-inch monitor
or an iPad mini? For websites,
we're going to want to test and use
a variety of platforms and browsers.
For apps, there should be fewer
variations to test. Obviously,
you want to do your testing on the
devices that are most popular with your
users. Next, you want to
select your test subjects.
you're looking for people who are both
likely to use your app or website and
Here in the real world,
you'll be lucky to get
one out of those two.
Sometimes the only criteria you need
for selecting your testers are the most
basic demographics, say
age, gender, income level.
But you can always get closer to your
target audience by asking them some
screening questions. For example,
do you do most of the grocery
shopping in your household?
Or how often do you go out to the movies?
A great way to find suitable testers is
to actually recruit them right from your
existing website with a popup invitation.
Or many user platforms also have
options for recruiting test subjects.
If your team is using personas,
try to select users that match as
closely as possible to those personas.
Once you have a pool to select from,
you want to decide how
many testers to recruit.
Studies have shown that five participants
are usually enough to uncover 85% of
the usability problems on a website. So
if you recruit more than five testers,
you're likely to be facing
diminishing returns. But again,
it depends on what you're testing.
If you're testing for something as
open-ended as user satisfaction,
a large test group could be useful
in drawing out a range of responses.
Before running a full round of tests,
it's never a bad idea to do a dry run.
Using a single tester to run through your
test questions and task will help you
to spot any errors in
your plan. So in summary,
decide on what aspect of
your product you're testing.
Choose the appropriate platform,
then recruit a pool of testers.
Then decide on the appropriate number
of testers to draw from that pool.
This number will be determined largely
by the type of test you're conducting.
Finally, test it with a dry run.
If you take these steps in order,
you could save yourself and your team
a lot of unnecessary work. Next up,
building a plan.
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