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.
Welcome to our video series, all about CMSs.
As usual, we're going to start
with a few definitions and a little history.
So what is a CMS? CMS stands for
Content Management System,
which is pretty vague,
when you think about it.
Taken on face value, that could be anything from your
kitchen spice rack to the Dewey Decimal System.
But for our purposes, the content we're
talking about is usually text and image
that appear on a web page or in an app.
But isn't the content on a website
just created and managed by HTML code?
And there's the rub.
You need to know coding to alter the
appearance of your content or website.
Unless that website has a piece of
software called a CMS built into it.
With the right Content Management System,
anyone with a mouse, a keyboard and a password
can customize the website -- and without
having to write a single line of code.
In fact, content management systems
can be used to build entire websites.
So there are two main reasons that
people might want to incorporate
a content management system
into their website or app.
1) They'd like to build their website
themselves, but don't know how to code or
2) Once their website has been created,
they regularly add or remove content.
In this latter situation, CMSs are often
incorporated into websites
that have a lot of repeating elements
with the same basic format,
like records in a database. This is
sometimes referred to as serialized content.
Here's an example: Let's say
you run a medical supply business.
You're constantly receiving shipments of
products from various manufacturers.
As these products become available,
you add them to your catalog,
which appears on your company's website.
In the catalog, each item is part
of a product category and has
its own product page with some photos of it,
some text and graphics describing
its many wonderful features, how many units
you have in stock, the price-- all that stuff.
A lot of the items in the catalog are there
year after year, but others are added
or replaced on a monthly basis.
So every time a new product arrives, you can
either call a programmer to update your catalog
or you can have your website built with a CMS
so that any member of your team can update it.
With a CMS, it's quite simple for someone
to add a page for a new product or
add a banner highlighting a drop in price.
There's no need to call a programmer
or to retain one on staff.
In later videos, we'll be looking at
whether or not your website or app
should incorporate a CMS and how to choose
the best option for your particular situation.
So there are lots of CMSs out there.
Here are some of the most popular:
Adobe Experience Manager, Droople, Oracle,
Squarespace, Sitecore, Shopify, WordPress.
Some of these names are strictly CMSs,
like WordPress. And others, like Oracle,
are whole suites of programs called digital
experience platforms that include a CMS.
If your company is a large enterprise,
it probably subscribes to one of these.
If there's one name on that list you recognize
I'm betting it's WordPress
because it's the world's most popular CMS.
The very first version of WordPress was
released in 2003 as a blogging platform.
But why, you ask, would blogging
require a content management system?
Well, if you look at each new entry in a blog
as a new item in our catalog,
to use our original example,
it makes sense.
With WordPress, bloggers were able to add a
new rant or article to their site every week
without having to call in a web developer
to make the changes.
And because its code is open source,
developers have been adding plug-ins
and other modifications to WordPress
for almost 20 years, now.
Today, it's a platform for a third of all websites,
including some pretty big ones:
Best Buy, Sony Music, the official website
of Sweden are all built on WordPress.
But as we'll see later, popularity
has some major drawbacks.
All right, now that you know what a CMS is
and have a little bit of history,
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