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 four 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
a much better teacher than success.
The first 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.
But there probably isn't a lot to be
learned from a tester who has little to no
chance of visiting your
website or using your app.
The best defense against this type of
error is judicious use of screening
questions during the recruitment
phase. Also, remember,
you can 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 just 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 them over.
Faulty participant recall occurs when
test subjects can't recall an event or
It's usually the result of being asked
about something that has happened too
The solution to this is to ask questions
about tasks or procedures immediately
after the test has been done.
Acquiescence bias occurs when testers
answer more to conform to social norms
than to say what they actually believe.
This can occur for all kinds of reasons:
embarrassment, reluctant to
disappoint one's testers or designers,
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 your results,
so you want to guard against them.
Once they've occurred. . . sorry!
That's the only way to correct them is
to re-frame 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. And it's why you watch these videos,
where you get to learn from
everyone else's mistakes.
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