By John Smith
Many believe that traditional marketing materials are somewhat antiquated in the new Web world. While the Web has taken over increasingly important visibility roles, marketing materials still play an important part in communicating the features and benefits of a medical device company’s products as well as its corporate vision in its core sector. Next to the website, marketing materials are important in describing and enhancing a device company’s positioning and differentiation and are central in giving sales reps a leg up on the competition. As long as there are sales reps, there will be marketing collateral.
So it is important that marketing and sales collateral reflect a medical device company’s awareness of, interest in and ability to help its customers achieve the ACO mandate. As with the website, marketing collateral plays a very significant role in building a device company’s brand. Beyond describing what a medical device company does and for whom, it is also responsible for conveying a brand emotion that differentiates it from competitors, establishes credibility and supports the personality it is developing in all other aspects of its brand presence. Marketing collateral helps determine the strategic approach that will work best for a medical device company’s unique situation, from corporate brochures to datasheets to product brochures.
Good marketing collateral begins with market research and should include new mandates arising out of healthcare reform such as ACOs. But in addition, research helps medical device companies understand the buying habits and motivations of its market that will impact the design and development of a company’s products and services. Quantitative and qualitative research, including brand awareness, competitive research, product positioning and key opinion leader studies all ensure the success of marketing strategies that must align with marketing collateral. Corporate and product naming, logo and identity development, style and user guides, corporate and product positioning, messaging and brand integration strategies all give a medical device company the opportunity to not only articulate product benefits, but address issues such as ACO and others that will increasingly impact its customers’ business, relationships with their clients and market share.
One of the key components to come out of research is messaging that should be fully integrated into a device company’s marketing materials. Messaging is a foundational exercise. By developing solid messages up front, a medical device company is able to save valuable time and money in executing marketing and public relations tactics down the road. It is also invaluable in incorporating the issues a company wants to be aligned with, such as Accountable Care. Develop an effective value proposition, competitive differentiation and clear messages that your audience can easily understand. Your messages should include the highest level corporate messages, including a tag line, elevator pitch and boilerplate, as well as detailed supporting messages by audience that demonstrate your unique solutions to the market’s challenges in its multiple channels, issues and complexities
And finally, product positioning is where the rubber meets the road in terms of a device company delivering on its promises to its customers. Products will ultimately be the items that address the ACO mandate and it will be important that marketing materials reflect this in data sheets and features and benefits.
Like its website, a medical device company’s marketing collateral enhances its value to key customers and audiences and allows for the inclusion of topical issues that are important in broadening its appeal and value to its customers and prospects.
My next blog in this series will discuss how strategic public relations has a broader and more comprehensive ability to educate device customers about its strategic mission and the new ACO environment.
John Smith, a vice president at Dodge Communications, has more than 20 years healthcare communications and marketing experience with life science, medical technology and healthcare companies. He has developed and overseen program planning, communications and marketing strategy, media relations, positioning and Medicaid reimbursement programs for therapeutic, biotechnology and medical technology clients while serving as senior vice president and healthcare practice leader in the Boston offices of Fleishman-Hillard, Manning Selvage & Lee and Brodeur Worldwide. John can be contacted at jsmith@dodgecommunications.com.