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
take a look at the customer journey.
As usual, let's begin with some
definitions. What is a customer journey?
A customer journey is the set of steps
and decisions made by a typical customer,
from the time that they become aware
of the need for a product or service
to when they need to make a purchase. And
even through their use of that product.
Here's an important
caveat to that definition.
Each of these steps must be considered
from the point of view of the customer.
To help envision a customer journey,
we use a tool called the
Customer Journey Map.
This is an infographic representing the
customer's thoughts and actions
Marketers tend to use the term Customer
Journey and Customer Journey Map
We'll look at some examples of maps
in more detail in the next video.
Now just when your customer's journey
starts and stops is debatable.
And we'll be talking more
about that too. For example,
if you're the Ford Motor Company,
does your customer's journey begin the
moment they consider buying a Ford?
Or does it start long before that,
when the idea of buying a
vehicle first enters their head?
Does it end when the salesman hands
them the keys? Or years later,
after they've had ample time to deal
with Ford's customer service and the
quality of the car they've purchased?
I said that the customer journey is
about steps or actions leading up to a
purchase or conversion.
But equally important is what the customer
is thinking and feeling at each stage
of the journey.
Is there some part of the journey that
they can't wait to repeat or hope to
never go through again?
Is there a moment that tips them over
to buying your product or has them
considering your competitor?
The customer journey is all about getting
you into your customer's mindset and
seeing things from their point of view.
And their point of view depends not
just on their particular journey,
but who they were before they even
took the first step. About that,
the customer journey is closely bound
to another important tool of marketing:
Personas are fictional characters that
marketers create to represent certain
groups of their customers or users.
If you're new to the concept,
I recommend having a look at our
Blackboard series of videos on the persona
before you go any further in this series.
Because it's almost impossible to talk
about one without referring to the other.
Here's an easy way to think of the
relationship between these two elements.
If a persona is like a
character in a novel,
the customer journey would be
the equivalent of the plot.
So why do we bother to make customer
journey maps? The reason is pretty simple.
Like the persona,
they're a tool for keeping our focus
trained on our customers or users.
Following everything the customer
does and feels puts us in their shoes.
Instead of thinking only of what
we want our customers to do,
we look at what they actually
do and want in detail.
By flipping our perspective
to that of our customers,
we gain fresh insights into
solving marketing problems.
And even when everything is going well,
that change in viewpoint can help us to
figure out what we've done right so that
we can repeat that success down the road.
The customer journey map is also a great
tool for getting your teammates out of
their individual silos and thinking
about the entire customer experience,
from the beginning to the end.
Let's get started by looking at a few
different styles of customer journey maps
and seeing where they take us.
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