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 series of videos, we're going
to look at the creative brief.
As the name implies,
a creative brief is a short document
defining a creative project.
This could be anything from an ad campaign
to a website or a promotional video.
Creative briefs are the initial
kickoff for the marketing campaigns.
They're generally the first official
document to be produced and circulated
following the original brainstorming
session or back-of-the-envelope
scribblings. So why do
we need a creative brief?
At its most fundamental level,
a creative brief sets out
what is to be accomplished.
It defines the scope of the project.
It gives everyone involved an
idea of how long it might take,
the resources involved,
and most importantly,
the project goals and
how it will be measured.
It contains several elements that
we'll get into later. For now,
let's just say before you start a
project, you need a statement of intent.
To use an analogy, suppose
you're an architect.
One day you're approached by three pigs
who have security issues with the local
wolf. The pigs are looking
to you for a solution.
Your initial meeting could result in
a creative brief describing the root
problem, the proposed solution,
the parties involved, the
budget and a timeline.
Although the brief might specify that a
house be built that must resist huffing
and/or puffing up to 80 miles per hour,
it likely won't go into the details
of construction. In other words,
it sets out the project parameters and
objectives without detailing the actual
The other function of the creative
brief is to serve as a kind of contract,
an agreement among all
the stakeholders. It says,
this is what we're doing.
A good brief brings all participants
into alignment as early in the project as
possible. Yes, methods
and approaches may differ.
But at least everyone will be
pulling in the same direction,
working towards a common goal.
In this case: protect the pigs.
a creative brief can serve as a selling
or pitching document when you're still
assembling your team and maybe having
to persuade others to come on board.
Speaking of which, who exactly should
be involved with writing the brief?
but I'm going to put it aside for now
because that's a subject we'll cover in
depth a little later in this series.
One last observation on the creative
brief before we dive into it:
A creative brief does not contain
details or even an outline of how these
objectives will be reached. In
other words, despite the name,
a creative brief is not particularly
creative. It's really a business document.
let's take a look at what actually
goes into a real brief in a little more
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