By John Smith
Dodge Communications
Public relations has a broad and flexible ability to educate key audiences about medical device companies’ capabilities
By John Smith
Device company marketing materials must be compelling and drive home the goal of achieving the ACO mandate
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.
Device company websites must communicate awareness of ACO mandate
By John Smith
A prospective customer’s first interaction with a medical device company brand may typically take place online. It is, therefore, increasingly important to ensure that potential customers find a compelling, easy-to-navigate website that takes advantage of the latest design techniques and addresses important issues vital to client success. An accurate and powerful website can harness the power of online marketing strategies to address the new "accountable care organization" mandate, capture additional market share and reinforce the benefits of products and services.
Tailoring the message to reach the accountable care organization mandate
By John Smith
The term "accountable care" grew out of studies at Dartmouth Medical School which tracked the variation of quality and cost of care across the United States. Their findings showed that cost and quality were not always in alignment and that regions that spent a lot of money on healthcare did not always reap the benefit of high quality. Hence accountable care became a fitting and useful lens through which to view healthcare delivery across the country.
Now is the time for medical device makers to get on board with accountable care
By John Smith
Accountable Care Organizations will be part of the new healthcare reform. They hope to encourage a healthcare system that pays doctors and hospitals to keep you well, not just treat you when you’re sick. They also would give doctors a financial incentive to limit unnecessary tests and prod patients to exercise more and eat better. And, included in healthcare reform, “gains sharing” will now be allowed from hospitals to physicians from savings due to operating efficiencies, quality improvement, reduced re-admissions, lower infection rates, etc. It will be a system where hospitals would benefit from keeping you OUT of the hospital.
