Posts by: Mark Szogas

SFA Marketing Blog AuthorBio: Mark is a co-founder and managing partner at SFA, Inc., For the past 25 years, Mark has worked to build SFA into a multi-million dollar brand and marketing communications firm, advising clients in the medical device and industrial industries on how to positively impact sales growth.

Specializing in a broad range of marketing services, with an emphasis on communicating to key buying groups and individual decision makers within an organization, Mark has worked with regional, national and international clients and currently provides marketing support for a Hitachi Medical, Cooper Surgical, Wallach, Gartner, CIRCOR International and Ward Leonard.

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

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

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