Topic: Sustainability

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

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

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

Practicing What We Preach – The New SFA Website


SFA_Responsive-300wWhen it comes to marketing, those who can’t, should not teach.

So when we set out to refresh and evolve the SFA website, we followed our own advice and utilized the same fundamental processes that we recommend and employ with all of our clients. You would think that because we have designed and developed 50+ consumer, B2B and corporate websites over the years that we should have a trick or two up our sleeve for leapfrogging a few steps, for making the process faster and more efficient than what we use with our clients.… Read More