Topic: Industry

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

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

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

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

Designing for B2B


Designing for our B2B clientSome people assume right away that designing for B2B is boring. In my opinion, B2B can be as much fun – and a challenge – as B2C.

When designing for B2B, you have to keep in mind that you are targeting a company and not an individual like in B2C. Make sure you emphasize the relationship and trust that a business can offer to another business. When you design for B2B, your design should be consistent with your client’s industry “style”, but it doesn’t have to be dull or safe.… Read More

The Sound of Marketing | An Overview of Sound Codes


Custom Styled QR CodeEvery so often for as long as I can recall, I enjoy doing some research about Steganography and of particular interest is hidden data transmission via sound. I’ve always been intrigued by these technologies and the use cases that they enable. Though obviously not originally intended for mobile marketing, advertising and consumer applications, we are starting to see experiments that apply similar techniques in these areas.

Much like QR Codes, Sound Codes can be used to assist in mobile marketing by letting people interact and become more immersed with some form of advertisement collateral.… Read More

Brand Karma and Customer Service


Every service brand is only as good as its employees and their output.

One unhappy customer can tarnish your Brand Karma with just one negative post. It doesn’t matter how much equity you may have in your capabilities and services, if your customers ever feel devalued – or undervalued – in any way, then you are essentially “under water”.

Brand Karma and Customer Service

But that’s marketing philosophy for another day. The message you need to know is that you may not even be aware you have a problem or issue.… Read More

Case Study: Increasing Website Traffic


Google AnalyticsDriving consistently increasing website traffic is the holy grail of online business development – it is what impacts the awareness / favorability / trust pyramid, as well as purchasing process. There are many strategies that can be utilized to attract visitors, depending on what type of business (consumer, B2B, corporate), products and/or services offered, and target audience(s).

But the most important – and the baseline for success – is Search Engine Optimization (SEO) and the techniques used to increase visibility in organic search results.… Read More