There will come a time – if it hasn’t come already – that you will need to take a good, hard look at your company’s brand and decide whether you need an extreme makeover or maybe just a tweak or two.
Most marketers – especially in B2B – think of rebranding like they view flossing – they know they should be doing it but they just never get around to it. So they keep slogging along with a brand that doesn’t fully represent them anymore and which doesn’t position them properly versus the competition.… Read More
Websites are the workhorses of marketing communications these days. They project your brand while providing vital info about your company and its products and services, streamlining customer service, and in many cases allowing customers to buy your products (not to mention their role in employee recruiting, investor relations, etc.).
But K1 Medical, a maker of customized surgical trays, is asking their website to do a lot more. Their clients, the surgeons themselves, like to have their surgical instruments organized in the exact configuration that works best for them.… Read More
By now at least some of you marketers have been asked to begin preparing marketing budgets for FY 2019. And chances are at least a third of you will be budgeting for a website redesign. Websites age in dog years and what looked cutting edge and clean three years ago now looks dated, dumpy and dog-eared. And of course some of your competitors are planning on refreshing their websites – or have already done so – and the tyranny of the market demands that you keep up (not to mention your salesforce).… Read More
Start Using iBooks to Power Up Sales and Improve Brand Consistency
Most salespeople rely on a variety of tools of the trade, from walking a prospect through a PowerPoint presentation to handing out the rep’s own version of a tailored leave behind. In most cases, these presentations are informative but far from engaging.
While “old school” methods of selling have their merits, they also have their disadvantages. The iBook’s engaging format is among the most powerful selling tools available today, for three reasons:
1) iBooks are feature-rich and therefore engage the prospect.… Read More
You’d better start thinking like an industrial marketer
Let’s face it, the days of having a physician buy your product just because he likes it are over. Gone are the days of waiting in the lobby to “bump into” your physician for a few minutes of face time, or inviting key department heads to a sumptuous “lunch and learn”. Welcome to a new world: the world of “Med-dustrial” manufacturing.
If you look at patient care as the product, and the hospitals that provide that care as the factories, it’s easy to understand how such long practiced production disciplines as supply chain economics, sourcing, lean enterprise, Kanban, ROI analysis, GPOs and VAC’s have all crept into the collective hospital purchasing vocabulary.… Read More
With the evolution of technology, we now have a plethora of desktops, tablets, and smartphones that come in a variety of operating systems and sizes. That complexity will only continue to grow.
Responsive web design is a programming technique which allows optimal display of a website on all of these devices while improving mobile SEO.
Importance of a Single URL
You may ask why a single URL matters. Well, if your site is not configured properly with rel=”alternate” and rel=”canonical” tags or has faulty redirects or smartphone-only errors, your site will be penalized in Google’s search results.… Read More
By now, most people are aware of federal healthcare laws that will require all of us to have health insurance (Affordable Care Act) or be penalized come tax time. Regardless of the debate around this policy, it is interesting to monitor the industry as it readies for a competitive marketplace that is strongly focused on a specific customer profile – the young healthy people aka “Young Invincibles.” That’s a challenge, and why smart marketing and advertising strategies are in high demand. … Read More
4 Musts for any Medical Device Manufacturer.
As hospitals reinvent the way that they manage their supply chain, so too must manufacturers change the ways they approach their sales messaging. Unfortunately, too many manufacturers remain entrenched in the “old school” ways to market their products and have not adapted their strategies to address the business needs of the hospital.
A recent Google survey revealed that over half of hospital administrators go online to research potential equipment and vendors. With hospital budgets tightening and trade show attendance on the wane, hospital administrators are finding the web to be a crucial tool in evaluating not only products but the companies that manufacture them.… Read More
The Smart Grid is the term we use to describe the advanced technology upgrade that modernizes our electrical energy infrastructure and gradually replaces the legacy system that has been in place for decades. It is argued that the old hardware and systems are fast approaching their end-of-life. In order to efficiently and safely provide power to the nation’s homes, businesses and other robust utility and transportation providers, we must implement The Smart Grid. By 2015, an estimated 65 million Smart Meters will have been installed across America, roughly 52 percent of households, according to the Edison Electric Institute.… Read More
Think total cost of ownership.
A few years ago, our team was working for a supply chain management company that specialized in delivering fasteners and related components to their industrial clients. During a brainstorming session, my witty creative director came up with a unique tagline for a new direct mail campaign:
“If you’re not thinking total cost of ownership…you’re just getting screws.”
Needless to say, that copy never made it to our final presentation, but the truth and humor in those words always stuck with me.… Read More