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.
The creative brief has been written. The
client and the agency are in agreement.
What now? Does this mean we're
done with it? Well. . . kind of.
We're certainly done working
on that document. In fact,
once both parties have signed off
on it, it shouldn't be changed.
Because it is in effect a contract.
The completion of the creative brief
signals the start of the actual creative
How the agency proceeds from here comes
down to their individual style. Sure.
They may just email it
to everyone involved,
but they could also give it a proper
unveiling with a kickoff meeting,
which might even include a short
presentation. Maybe some cake.
Maybe even fireworks. Okay. Depending
on the scale of the project,
that might be a bit more
work than it's worth.
But you probably at least want a quick
meeting with your team members to ensure
that everyone has read the brief.
And, if they haven't, read it to them.
Once your team, suitably
inspired yet sharply focused,
has scattered to their desks,
you can then start tackling the next
steps in the campaign. From this point on,
the creative brief serves as
a touchstone for your team.
They should return to it whenever they
embark on a new stage in the project.
If they find themselves stalled or just
feel as though they've lost their way.
Remember, this is supposed to
serve as a source of inspiration.
Sometimes, despite your best efforts,
the day comes when you realize that the
project isn't going in the direction you
And that's when you can pull out the
creative brief and check exactly what was
agreed upon. If someone suggests doing
something that is outside the brief,
point to it and refuse.
Because now you've got the
paperwork to back you up.
But just as a well-considered
brief can avert trouble,
a poorly conceived one can trigger it.
Topping the list of "Briefs Gone
Bad" is the brief that specifies too
much. This one attempts to control,
or even do the creative work from the
start rather than trusting the creative
team to come up with something
great. The opposite problem,
a brief that doesn't give enough
direction. This is less common,
but it does happen. This is a sort
of brief that resorts to vagaries,
like "just make us look great".
Sometimes the vague brief is a result
of a client simply not knowing the issue
they are addressing. Or they may be
fearful that if the brief is too specific,
it will preclude some brilliant idea.
Another example of a poor brief is one
that fails to specify the objectives,
such as the problem to be
solved, deadline or budget.
Skipping these elements
is a recipe for disaster.
But probably the worst mistake is not to
write a brief at all. Without a brief,
it's too easy to just start a project,
assuming that everyone
is on the same page.
A well-expressed creative brief ensures
that everyone is in agreement because it
declares the objectives of the
project simply and clearly.
It serves as a record.
Whether your campaign goes exactly as
planned or starts to veer off course,
you'll be glad you took the necessary
time to write a solid brief.
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