Topic: Work

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

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

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

Vine vs Instagram. Ding, Ding, Ding We Have a Winner!


instagram-vs-vineI should start by saying I was introduced to Vine by my twelve-year-old niece.

Vine has been described as “the best way to see and share life in motion.” Using Vine you create short, looping videos. Simple? Yes. Attention getting? Also yes.

Twitter’s Vine quickly became one of the most popular apps out there. Twitter compares the short video sharing (6 seconds or less) to the brevity of tweeting (140 characters or less) – basically the time limitation inspires you to be more creative.… 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

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

Simplify Your QR Code


If your ad is small, and you need to incorporate a QR code, well that probably sounds simple enough. That is until you find out the QR code is so dense, you have to enlarge it for scanning on a smartphone. There goes your gorgeously designed ad and your QR code is suddenly more dominant than your headline.

qr-code-before-after

The solution is to shorten your URL so you can reduce the QR code to its minimum size. Here’s how:

  1. 1. Go to www.goo.gl and shorten your lengthy URL.
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