Medical devices: Know your process

After several years of working with medical device companies, I’ve learned a few important keys to medical device marketing, specifically regarding product launches.

Know your audience. Survey the audience to find out what is relevant to the consumer. Read blogs and discussion boards. Find out which product benefits are most important to your consumer. This is important to understand before beginning marketing.

Craft a strategy. Before any creative work is done, a sound product launch strategy is necessary. There are several approaches to developing a product launch strategy. At Hellman, we use a unique process called the Hellman 4-Part Launch Pyramid.

Don’t be afraid of creative. While medical marketing is generally a serious subject, an interesting, engaging approach will make your campaign more memorable. Maintain the same look and feel through all marketing materials – whether trade ads, micro-sites, videos or e-mail campaigns – cohesiveness is essential.

Science is necessary. Be sure to incorporate the scientific facts in your messaging. Support claims and competitive advantages with fact. This is the evidence needed to confirm the audience’s belief in your product.

With a well-thought-out process, medical device marketing will be less daunting, and these important keys will help guide you to a successful product launch.

Kathy Forslund is Executive Vice President/Senior Account Executive at Hellman. For ideas on medical device product launches, contact Kathy at k.forslund@hellman.com.

Tags: Advertising, Hellman, Iowa, Kathy Forslund, Marketing, medical device, Minneapolis, Minneapolis-St. Paul, product launch, Public Relations, St. Paul, strategy, Waterloo