One Big Challenge for Medical Device SalesJune 15, 2017

The United States remains the largest medical device market in the world with a market size expected to reach $155 billion by 2017. Yet, more than 80 percent of medical device companies have fewer than 50 employees, and many (notably innovative start-up companies) have little or no sales revenue. One of the biggest challenges for the majority of medical device companies is their ability to create real value for the end users.

More and more of the largest medical device firms create value by developing patient education. With that as a starting point, here are a few tools necessary to begin a successful patient education initiative. 

Landing Page – A landing page or website should empower patients to become more knowledgeable about what treatment options they have; allow them be proactive about discussing their particular needs with their doctor, and help them feel comfortable asking their doctor for the solution that is right for them.  It is your opportunity to share real-life stories and testimonials from other patients. It's a way to break down barriers to product adoption.

Content – This is your chance to prove that they understand the patient and can "speak their language”.

Blog – Recent market research shows a clear trend toward actually putting more importance on information from other consumers, be it a family member or a customer review from a stranger on the Internet. (Nielsen, 2015). To improve patient engagement, a brand might consider creating a way for patients to voice their opinions, judge a campaign or name a new product. When executed well, your blog can create brand loyalists.

Social Communities – Tapping into social media conversations and analyzing the data can bring valuable insights so you are able to understand your audience better—which helps contribute to your messaging and the development of an authentic voice for your brand.

Analytics – Patient campaigns are about driving long-term strategic objectives for sustained market growth. Optimizing your campaign requires constant monitoring and adjustment, continuous measurement and feedback. 

In Conclusion: Patient education materials can improve healthcare and outcomes, prevent disease, instill healthy behavior, and reduce costs. The best patient education materials are easily accessible, are presented in clear, easy-to-understand language, and use graphical formats that make the information easy to follow and comprehend. Patient and consumer education materials must contain reliable content from credible sources. The medical information should be evidence-based, peer reviewed and current, based on the latest medical research and best practices.

We function as a seamless extension of your team to build the right, affordable marketing, public relations and education resources to help you gain more market share. To learn more call Susan Rector at 201-290-8756.

 

Source: Select USA

How to Reduce Costs and Gain Marketing MomentumMay 11, 2017
Regardless of size, small, mid-sized and large medical device companies can get more done, faster and actually reduce costs with the right full-service marketing agency.

Consider these 7 benefits:

1. Cost Reduction
At much less than the cost of one full-time executive, device companies get an entire team of experts - and can expect to spend less on ad and software costs.

2. Access Expertise
Access expertise in marketing strategy and implementation, as well as creative design and content.

3. Save Time
Save the time of staff recruitment or finding multiple free lancers – or, trying to learn the entire new disciplines such as Internet Marketing yourself.

4. Learn from Customer & Competitive Insights
You can benefit from an outside perspective on your company. As a third-party, your Marketing Agency can get more honest feedback from current customers. The agency is also in a better position to investigate your competition.

5. Industry Experience
Your team will benefit from the diversified experience your marketing team brings to the table. This includes: Familiarity with your target market; experience with related and even unrelated products and services; Knowledge of the many marketing channels and opportunities available.

6. Reduce Staff Training Time and Costs
No time or money is needed to train new employees. Your Marketing agency brings the experience and expertise of their own fully trained staff to the table.

7. Weather Trying Times without Missing a Beat
If market conditions require you to reduce your in-house marketing team, the impact in minimized with a Marketing Agency already in place overseeing all projects

Of course the key word here is signing the “Right” marketing agency. You will want for an agency with Medical Device experience – and a lot of it. You will want an agency that is truly full service. A proven track record of integrating services and programs in increase the value of their efforts is also vital.

MRC Medical Communications can provide you with the benefit of our 30+ years of integrated medical device and medical services marketing experience. During that time we have worked with global leaders, established mid-sized companies and start-ups. Our list of integrated services has given clients the highest possible value for their marketing dollars through more than 100 product, service and company launches. In addition, our time spent working for healthcare providers means we understand the concerns of your target audience. 

For more information call Susan Rector at 201-290-8756 or email susanr@mrcmedical.net.
Real Challenge for Hospitals is in the Number of Infection Prevention Protocol GapsMarch 13, 2017

Through research on behalf of several clients MRC Medical Communications has noted the gaps in most hospital’s infection prevention protocols pose a worse threat than indicated by recent studies and articles. The issue is that most research focuses on specific areas such as mobile devices, cell phones, personal items, floors or hospital garments. The real scope of the problem can only be appreciated when looking at the total number of gaps in aggregate. Most hospitals do not deal with one but likely two, three or more problem areas.

Recent articles on the threat posed by mobile devices and especially smart phones and tablets that move around, in and out of facilities are widely accepted. The same facilities, however, also deal with cross-contamination via wires, leads, floors and walls. Contaminants including C. diff and MRSA are carried further on personal items including ID badges, glasses, keys and shoes.

Like most wars, the battle against Hospital Associated Infections (HAIs) and Surgical Site Infections (SSIs) must be fought on many fronts. All of these areas have to be addressed and the only way to do that is to employ multiple solutions. UV robots and foggers, for example, will not address mobile devices that aren’t in the room or shoes that enter after the treatment. So a mobile device and personal items strategies is needed. Hospital garments require yet another strategy. And bear in mind no technical solution will work without comprehensive staff training and compliance.

Dave Rector

Creative Director

MRC Medical Communications

daver@mrcmedical.net

Ph: 201-406-9471

Subject Links: 

White Paper: Cleaning Disinfecting Mobile Devices

The Smart Phone and Tablet Crisis

 

 

 

 

 

 

 

5 Trends to Drive New Business Success in 2017December 29, 2016

1. Subject Matter Experts are the New Rainmakers

Do you want to speak with someone whose objective is to sell you something – or, to an expert who you might be willing to pay because of their experience and insights?

Subject matter experts understand and can help guide the sales process, driving growth in top performing B2B medical companies. Do you have a subject matter expert on your team? Probably. Do you have someone who can identify, package and disseminate—and follow-up—on what that expert offers? You need both.

2. Content Marketing and Sales Become Integrated

The top medical device and new technology companies engage with their front-line sales teams to identify topics for content marketing and the content marketing team helps sales professionals to effectively use content in the sales process.

3. Video is Essential in the C-Suite

Hospital Executives are not only willing to watch work-related video, but many will take action based on what they see. In a recent Forbes survey, senior executives indicated that online video has an impact on behaviors and choices. For example, 65% have visited a vendor’s website after watching a video, and 53% have conducted a search to locate more information.

According to the same survey, 75% of executives surveyed said they watch work-related videos on business-related websites at least weekly.  If you want your entire message to be consumed, video is the best medium.

4. Email May Generate Decreased Response as Ways to Collaborate Internally Shift

Smart companies will use precision targeting with social media to capture the attention of potential customers who shift to new ways to collaborate and start to pay decreased attention to email.

5. Assume the Risk of Delivery and Maintaining Value

Agile companies who see the value with interviewing their stakeholders and asking the right questions will deliver value and receive the trust from hospital purchasing.

Generate Long-Term Results

MRC Medical, a proven team of marketing professionals with experience in device marketing, infection prevention, patient handling/ambulation and new processes, will create the right content strategy, develop media to drive the sales process and improve revenue growth in 2017.

Call us to deploy the right short-term fixes to generate long term results.

 

 

 

A Marketing & Sales Checklist to Improve Medical Device SalesDecember 29, 2016

 

Selling within hospitals has never been more challenging. The C-Suite is more involved and focused on improving its organization’s overall quality of patient care while decreasing its costs and improving revenue. Value Analysis Committees (VAC) are now common and empowered to ensure safety, comparative effectiveness, process improvement, quality and manage total cost of ownership. Clinicians remain concerned with patient/staff safety and outcomes. While much of this is not new in terms of objectives, access has become a significant issue. That means fewer chances and your company’s success dependent on making the most of each opportunity.

It's vital to keep regular sales & marketing meetings in the schedule. It will be up to marketing to create the right brand story and an arsenal of communications and education tools to streamline and optimize the sales process.

A Marketing & Sales Checklist to Improve Medical Device Sales

A. Develop a SWOT Analysis. To streamline the sales process, it's key to have a separate compelling message and value proposition for C-Suite, VAC and Clinicians. A periodic evaluation (SWOT Analysis) of your internal and external environment will determine your competitive edge, opportunities and possible threats.

B. Maximize your Digital Footprint. A good website supported by inbound marketing is your company’s 24/7 sales face. Videos, Clinical Studies and New Content will keep prospects coming back. Be their information resource.

C. Be Ready to Share Your Results. Keep clinical data, content, campaign calendar, education and current promotional offers in one shared location where sales can easily access it.

D. Determine Each Stakeholder's Role. In the decision process, there are influencers and final decision makers. Know who is who.

E. Map the Buying Process to Ensure a Smooth Sales Cycle. Today’s buying influences expect sellers to be professionals who can manage a meeting, focus on the buyer’s needs, and provide insight. Here is a brief checklist that will determine a sales reps' readiness for presentation day.

  1.       Identifying Buyers & Influencers: Who will be attending the sales presentation? How are they involved in the buying            function? Be ready for wild cards – unexpected players.
  2.       Build Credibility: Effective sellers plan ways to build trust and credibility. Are you prepared to share experiences, tell           stories, cite references or provide documentation?
  3.       Discover Buyer Needs & Issues: What is each buyer looking to solve, fix or avoid?
  4.       Identify Your Competition: Who are you being compared to?
  5.       Plan for Objections: What objections or challenges to your position do you anticipate? How will you respond?
  6.       Focus on Benefits: Prepare to express customer benefits early in the meeting and make sure you prove you can deliver        on each benefit.
  7.       Address Budget Issues. Is there an allocation? What is the total? What budget period is the hospital targeting?
  8.       Identify Their Sales Cycle: What is the timeline for a decision?
  9.       Gain Action/Commitment: What is the next step in the buying process? Can you Close today?
The Infection Prevention Marketing Insights You NeedDecember 1, 2016

9 Reasons To Choose MRC Medical Communications 

Having successfully promoted the anti-microbial properties of stainless steel and copper, anti-microbial surface coatings and a UV germicidal enclosure, MRC Medical Communications has come to understand the challenges that Infection Preventionists (IPs) and Value Analysis Committees (VACs) face as they deal with new regulations and ongoing workplace challenges.

 

How to Win More and Better Coverage at TradeshowsMay 3, 2016

Press releases remain a successful strategy for gaining media attention at trade shows. However, they must be well written, packaged, and targeted to relevant journalists.

  • Create a strong headline that tells your story.
  • Capture interest quickly by telling your whole story in your first paragraph, focusing on how your news affects your readers.
  • Include a strong quote outlining the rationale of your news.
  • Include multimedia – photos, videos, infographics and interactive content. Every article published today includes imagery. Providing multimedia that tells your story visually will increase interest in the announcement.
  • Add your booth number and contact information so reporters can easily find you and your company.
  • Distribute multiple releases as the event approaches. For instance, announce that you are exhibiting and highlight your show agenda.  After the event, showcase your successes or provide a post-show wrap-up release.

Or you could leverage the experience the relationships and experience of a public relations firm, like MRC Medical to gain coverage.

 

An Emphasis on Mobile Optimization in Digital MediaJanuary 25, 2016

An Emphasis on Mobile Optimization in Digital MediaMobile Optimization

The mindset in the last year or two for website design & development was to consider how a digital property was going to look on a mobile device. As responsive design became more in demand, the focus shifted to a quality mobile user experience.

Expected Trends in 2016

Healthcare Providers on an increasing basis are using mobile devices in patient care and to search for clinical information to aid in decision making. While Patients and Caregivers are using smartphones, wearables and apps to manage their health, research medical symptoms and investigate diagnoses.

In fact, according to Google, 5% of Google search traffic is tied to health related queries, and 50% of all smartphone users have looked up health info online, on the go. And…The PwC survey reported that mobile health app adoption doubled between 2013 and 2015 and will continue to rise in 2016.

New research from the National Cancer Institute and the U.S. Department of Health and Human Services reveals that while health app users and mobile health site visitors are willing to provide and track personal data for routine healthcare chores such as scheduling appointments and receiving reminders, many won’t provide certain sensitive medical information via mobile.

So in 2016, it will be the challenge of medical marketers to create (mobile optimized) content in multiple media formats, to attract and retain their healthcare professional and consumer clients.

While larger organizations have a dedicated marketing department to create content; other firms that want to be competitive, will need to hire a marketing firm with industry knowledge to stay competitive.

An established medical marketing communications firm; like MRC Medical can create a strategy, content and the right communications vehicles like video, infographics, online presentations, case studies, e-newsletters, webinars, books, research, education, whitepapers, and digital guides to attract and retain your clients.

For more information about our content services, call Susan Rector at 201-290-8756 or email susanr@mrcmedical.net.