Changing Physician Practice Patterns, Part II

Marketing may be your best weapon

The Japanese consider business to be a form of warfare. Some American companies understand this, but medical manufacturers and practices are hesitant to adopt this line of thinking, perhaps due to the scientific or “collaborative” nature of the medical business. Doctors and researchers are collegial; they want to be respected, and an aggressive posture might negatively impact their reputation.

The bottom line, however, is this: You made a better device, test or treatment available because you knew you could make a difference.

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Q: How Do I Make the Most of Awareness Months?

A: Whether you’re marketing a medical device or a health care service, chances are there’s a national “awareness month” that you can leverage to improve the effectiveness of your marketing.

To illustrate, I’ll use the example of National Breast Cancer Awareness Month. During October, most consumer news outlets are heavily focused on stories related to breast cancer early diagnosis and treatment. This presents an excellent opportunity for hospitals, medical practices, diagnostic imaging centers, biopharmaceutical companies and equipment manufacturers focused on breast health.

 

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Q: How Do You Leverage Your Exhibit Investment?

Tradeshow and conference season is upon us! Exhibiting at such an event is an expensive endeavor for a medical device company. But that “expense” becomes more acute if you fail to achieve the qualified leads you need to maximize your return on investment.

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