Topic: Strategy

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

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

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

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

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

The Value of Integrated Sales & Marketing Teams


One of the many benefits of working in this business is that we are afforded a front row seat into our clients’ sales and marketing worlds. While we don’t follow them like man’s best friend waiting for dinner, we do get a good look at:
The Value of Integrated Sales & Marketing Teams

  • Their company-to-company and person-to-person sales processes
  • How they bring new products and services to market, and to individual customers
  • The range of mostly similar strategies and tactics they use to promote and sell
  • How sales people react to quotas and the pressures associated with meeting them – or not
  • How sales and product management generally work more closely than other departments
  • How sales and marketing departments rarely respect each other – and think the other “works” for them

It sounds obvious that if any two departments should work together, it would be sales and marketing.… Read More

Mobile Marketing and Mobile Ticketing | Moving Towards a New Normal


mobile marketing and mobile ticketing

Mobile Marketing is on the rise as we are quickly entering a time where it is normal for our phones to be used as digital wallets and for mobile ticketing.
This usage pattern is growing fast in response to the aggressive adoption rate by companies whose business involves traditional paper-based ticket transactions. Digital mobile ticketing streamlines the process of buying and using tickets for all sorts of purposes without the added bulk and expense of increasingly unnecessary printed paper tickets and passes.… Read More