MARKETING SENSE - Insights, Information & Solutions To Grow Your Business

MARKETING SENSE BLOG - Insights, Information & Solutions To Grow Your Business


Want to Sell More Medical Devices?


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

Want to Sell More Medical Devices?


sell-more-medical-devicesYou’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

Is Responsive Web Design Necessary?


SFA Marketing Responsive Web Design Case StudyWith 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

A Healthy Dose of Persuasion | Marketing The Affordable Care Act


Medical Marketing AgencyBy 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

Is your website “Value Analysis Committee” friendly?


4 Musts for any Medical Device Manufacturer.

Let's solve this togetherAs 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 Upon Us


The-Smart-Grid-is-Upon-Us_Image1-iPadThe 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

Total Cost of Ownership – Implications for the Medical Device Marketer


Medical Device MarketingThink 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

Five Tips for Creating Viral Content


In his book The Tipping Point, journalist and author Malcolm Gladwell writes about the forces that cause brands to go viral.  Epidemiologists use the term ”tipping point” to refer to the moment in an epidemic when a virus reaches critical mass. The interesting thing about this book however, is that it never really answers the essential question for any marketer: How do I make something tip?

Particularly now, when content is KING and creating viral content is…well…bigger than KING, is it possible to create content that you know, in advance, will become viral?… Read More

On Your Mark, Get Set, Design!


lightbulb-pencils

“Can you have this done in an hour?”

“The client needs it YESTERDAY”

“I need three solid ideas by the end of day…”

If you are a graphic designer you can relate to this. Designers are challenged everyday with coming up with creative ideas and solutions fast. But that’s what makes our jobs exciting.

Here are a few tips to help you create, design and execute your ideas in a short period of time:

Focus. Turn your phone off. Close your email.… Read More

Creating Depth of Field in 2D Graphics


DepthOfField-resultIn photography, depth of field refers to the subject matter appearing in focus while objects in front and behind it are blurry. This effect gives a sense of 3D space and realism when used in a 2D graphic. In Photoshop, you can blur the foreground (top layer) and background (bottom layer) to achieve this effect artificially. The main drawback is: if there are many layers, then you may have to adjust each layer according to its distance from the subject. The further the object from your subject matter, the blurrier it gets.… Read More

How Will 3D Printing Affect Your Industry?


3d printing3D printing in one form or another has been around for 30 years. But only recently has it become a financially feasible option (and caused controversy since a gun was recently produced).

This technology is now being put to widespread use, and in 2012 reached $2.2B in sales and services worldwide. This is expected to triple by 2019.

Imagine downloading a design and creating a form that is layer upon layer of plastic and other raw materials, right in your home or office!… Read More