Interoperability is one of the more persistent challenges for medtech companies in taking their devices to the next level and providing more insightful data. How do we find a way forward? We discussed these issues with Rob Brull, Senior Product Director at Infor, on a recent episode of The Health Connective Show. Interoperability has been […]
Health Connective Insights
Tips for Pivoting Your Messaging in Medtech
There are several reasons why a medtech company might need to change their messaging. Maybe there is a major change coming, or a new product is being added. In other cases, you might just simply need to tweak something that doesn’t quite fit anymore, or create content for a new persona. Regardless of the situation, […]
The Importance of Finding the Right Product-Market Fit
With any new medtech product, there is a long road to commercialization. It’s important to ensure that you have that product-market fit early on and throughout the development process so that there is traction when you do finally launch. We discussed the topic of finding the right product-market fit on The Health Connective Show with […]
Marketing Tidbits: LinkedIn, Customer Funnel Disruption, & More
So much is changing in marketing at such a frantic pace that I feel we could spend all our time as marketers just reading the latest updates. I’m not sure when we’d actually get our jobs done, but at least we’d be informed. In this continually evolving environment, I wanted to change things up a […]
The Role of Brand Perception in Medtech Marketing
Whether you are a large, established medical device company, or a small startup just hitting the market, brand perception plays a major role in not only attracting new customers, but retaining the ones you have. When we say “brand perception,” we’re talking about the sentiments current and potential customers have about your brand. It’s less […]
What Device Marketers Can Learn from Consumer Product Marketing
The world of medical devices represents a wide range in terms of consumer choice. On one end, you have large devices like robots that are largely chosen by the physician. On the other end, there are medical devices that do allow for more patient involvement and choice. Traditionally, these two ends of the medical device […]
Developing Technical Solutions That Capture Physicians’ Needs
One of the prevailing ideas in healthcare IT and medtech is that physicians are resistant to adopting new technology. In our experience, that’s not quite the case. Physicians are actually very open to new technology, as long as they can see that it provides a clear benefit and addresses pain points in their current processes. […]
Creating Effective Product Marketing Content for Each Stage
Product marketers have a tendency to want to jump right into the product features and really show off their product. However, depending on what funnel stage a client is in, that might not be the best strategy. In the earlier funnel stages, we need to ensure that we are laying the groundwork to help potential […]