For most U.S. adults, a mobile device is a constant companion. You use it throughout the day, in multiple physical locations, and you also probably check it one more time before going to sleep at night.
So defining mobile as a channel, strategy or technology doesn’t quite do it justice; mobile is how we behave. It is how we live, research, document, and communicate.
The point is: if you are a marketer and are not considering how to reach your target audience on mobile, you are missing a large portion of their day.
Mobile can no longer be ignored by marketers who want to succeed and thrive in the new healthcare marketing landscape.
Digital Marketing Guide for Medical Technology Companies Intro SlidedeckGrey Matter Marketing
Grey Matter Marketing fielded an online survey of marketing professionals employed by U.S. medical technology companies. We requested opinions and information on current trends and challenges in digital marketing.
The survey results, along with the changing digital landscape, inspired a five-part industry guide: Digital Marketing for Medical Technology Companies. This eBook outlines how you can leverage digital tactics in a regulated environment to engage with your customers to drive business results and provides the supporting evidence you need to recommend specific digital marketing strategies to management.
Digital Marketing for Medical Technology Companies: Search Engine OptimizationGrey Matter Marketing
Whether we are looking for a new pair of running shoes or researching a disease, search engines are the focus of almost all our information-gathering.
Search engines scan the web and use proprietary algorithms to categorize information so they can serve their users the most relevant results. Search engine optimization, or SEO, is the process of affecting those results in an "organic," or natural, way.
Companies often pay experts or agencies to improve their SEO, but search engines themselves do not accept payment to improve your organic listing. Instead, they offer paid search results also called pay-per-click (PPC) advertisements.
Sending targeted messages that address customers’ informational needs and main barriers to purchase can usher your customers along the buying process. Following best practices for email marketing and incorporating engaging content can ensure that your readers open your email, read the content, and even look forward to your next message.
The shifting healthcare landscape shows providers are less interested in the retail/detail approach to sales. Instead, they are looking to industry partners to provide high-quality content that helps them solve problems, provides them with professional education and training, or offers them best-practice consulting.
Medicare Marketing in Our Digital World- The definitive digital marketing han...Scott Levine
Read the entire 43 page ebook now or download it here.
http://ow.ly/Y2st30csWl9
Medicare Marketers Are Struggling to Develop Digital Marketing Strategy
An increased number of consumers are using the mobile web and native apps on their smartphones to research products and make purchases, however many mobile marketing efforts miss key opportunities to maximize their app ROI.
By focusing on a consumer-friendly app strategies, companies can increase their ROI, gain insight into consumers’ mobile behavior, and enhance their consumer appeal.
Download our white paper to learn more about how Gold Mobile can accelerate customer engagement, drive transactions, and reward your most loyal customers with our unique platform. Included are examples of how our platform has been utilized by other companies to help combat precise challenges and achieve specific goals.
7 P's of Digital Pharma Marketing by Tughan DemirbilekTughan Demirbilek
About the 7 P’s of Digital Pharma Marketing
The 7P’s of Digital Pharma Marketing is a summary of some important things I’ve learned over years in practice. I hope you find them useful. Please feel free to share with others and contribute your own learnings and experiences.
About me
I am a designer, a strategist and a marketeer.
I’ve been in pharma marketing for over 15 years and have been working on digital marketing projects for over 10.
I’ve worked for Pfizer, IMS Health, Herbalife and BMS in local and regional roles.
I studied architecture in Istanbul and business in London, and I reinvent my career every ten years.
PS: The 7P’s originally started as a training slide set of 5 topics and evolved to 7 over time. And yes, 7P’s is probably easier to remember than 4P’s 2T’s and 1S or something like that.
You may email me at tughan777@gmail.com or follow me on Twitter @tughan777
Digital Marketing Guide for Medical Technology Companies Intro SlidedeckGrey Matter Marketing
Grey Matter Marketing fielded an online survey of marketing professionals employed by U.S. medical technology companies. We requested opinions and information on current trends and challenges in digital marketing.
The survey results, along with the changing digital landscape, inspired a five-part industry guide: Digital Marketing for Medical Technology Companies. This eBook outlines how you can leverage digital tactics in a regulated environment to engage with your customers to drive business results and provides the supporting evidence you need to recommend specific digital marketing strategies to management.
Digital Marketing for Medical Technology Companies: Search Engine OptimizationGrey Matter Marketing
Whether we are looking for a new pair of running shoes or researching a disease, search engines are the focus of almost all our information-gathering.
Search engines scan the web and use proprietary algorithms to categorize information so they can serve their users the most relevant results. Search engine optimization, or SEO, is the process of affecting those results in an "organic," or natural, way.
Companies often pay experts or agencies to improve their SEO, but search engines themselves do not accept payment to improve your organic listing. Instead, they offer paid search results also called pay-per-click (PPC) advertisements.
Sending targeted messages that address customers’ informational needs and main barriers to purchase can usher your customers along the buying process. Following best practices for email marketing and incorporating engaging content can ensure that your readers open your email, read the content, and even look forward to your next message.
The shifting healthcare landscape shows providers are less interested in the retail/detail approach to sales. Instead, they are looking to industry partners to provide high-quality content that helps them solve problems, provides them with professional education and training, or offers them best-practice consulting.
Medicare Marketing in Our Digital World- The definitive digital marketing han...Scott Levine
Read the entire 43 page ebook now or download it here.
http://ow.ly/Y2st30csWl9
Medicare Marketers Are Struggling to Develop Digital Marketing Strategy
An increased number of consumers are using the mobile web and native apps on their smartphones to research products and make purchases, however many mobile marketing efforts miss key opportunities to maximize their app ROI.
By focusing on a consumer-friendly app strategies, companies can increase their ROI, gain insight into consumers’ mobile behavior, and enhance their consumer appeal.
Download our white paper to learn more about how Gold Mobile can accelerate customer engagement, drive transactions, and reward your most loyal customers with our unique platform. Included are examples of how our platform has been utilized by other companies to help combat precise challenges and achieve specific goals.
7 P's of Digital Pharma Marketing by Tughan DemirbilekTughan Demirbilek
About the 7 P’s of Digital Pharma Marketing
The 7P’s of Digital Pharma Marketing is a summary of some important things I’ve learned over years in practice. I hope you find them useful. Please feel free to share with others and contribute your own learnings and experiences.
About me
I am a designer, a strategist and a marketeer.
I’ve been in pharma marketing for over 15 years and have been working on digital marketing projects for over 10.
I’ve worked for Pfizer, IMS Health, Herbalife and BMS in local and regional roles.
I studied architecture in Istanbul and business in London, and I reinvent my career every ten years.
PS: The 7P’s originally started as a training slide set of 5 topics and evolved to 7 over time. And yes, 7P’s is probably easier to remember than 4P’s 2T’s and 1S or something like that.
You may email me at tughan777@gmail.com or follow me on Twitter @tughan777
Personalized HCP Marketing: How to Create More Impactful Brand ExperiencesMerkle
At this year's ePharma 2015 Conference, Croom Lawrence, Senior Director, Digital, Merkle Health, shared the importance of personalization for healthcare consumers and physicians. In his presentation, Croom discussed how an Addressable Customer Experience strategy can create more impactful brand experiences.
Healthcare Marketing and Digital Trends for 2017Geonetric
Last year’s predictions included consumerism and transparency. What’s in store for 2017? Get ready with a high-level look at the trends that will directly impact healthcare marketing in 2017.
The Future Of Modern Medicare Marketing Chapter 8-
We’ve utilized the incredible power of data intelligence tools to model data, increasing our ability to target those with the greatest propensity to enroll in our plans.
Those who are great practitioners of direct mail marketing, and if you’re in Medicare marketing, the assumption is that you are very familiar with all that is direct mail marketing since it is the workhorse of our industry; will immediately see the benefit of having all of this data intelligence to improve the performance of our mail.
However, this is the digital age. Our Medicare-eligible audience has shifted from “The Greatest Generation” to “Leading Edge Baby Boomers” to the upcoming “Trailing Edge Baby Boomers” and the latter 2 of these generational groups are digitally proficient and are internet users.
The lead generation and lead nurturing practices of Medicare marketers in the future are going to be very different than those of today.
We’re back to the future of Medicare Marketing now, discussing the lead management process.
The senior care buyer has undergone massive change over the past few years. With infinite access to media, and infinite connectivity we must understand the new foundations for relating to the modern buyer.
What's Next: Rapidly adjusting your customer experience strategy for the "new...Ogilvy Consulting
This week we’ll talk through the customer experience impact of changing customer mindsets and behaviours that have come with COVID-19, introduce the AWARE framework for rapid customer experience strategy modification and talk through some examples of how brands are already adjusting their strategies to meet customers’ current needs.
It’s no surprise that B2B and B2C marketers have different goals and strategies. In January, we released new research on the overall state of marketing — including businesses of all sizes and types, based on the responses of 5,000+ global marketers.
Now we’re separating B2B from B2C marketers. Today, we present you with data about B2B trends, goals, and obstacles in 2015 with the 2015 State of B2B Marketing.
Using survey responses from 2,100+ B2B marketers, this report takes a look at what B2B marketers are really thinking and dealing with this year.
Greetings Content Marketers,
Welcome to this year's report on the content marketing practices of business-to-business technology marketers in North America.
In this report we highlight key areas of difference between the most effective technology marketers and their less-effective peers. We also show some differences between those who have a documented content strategy and those who do not.
Technology marketers use a good mix of tactics and continue to invest in content marketing, with 58% planning to increase spend over the next 12 months. We look forward to seeing how this continued investment pays off over the next year.
What Direct Mail Messaging Do Seniors Prefer?Media Logic
Direct mail plays a critical role in Medicare AEP marketing campaigns, so creating pieces that will be opened and elicit response is key. Last month, we released the findings from Part 1 of our Medicare marketing report on seniors’ preferences related to direct mail designs. But when it comes to successful direct mail, design is only part of the equation.
In order for direct mail to be effective, the right messaging is also an essential element. Health care marketers must craft messages with the understanding of the Medicare factors that are most important to seniors.
To understand what messaging is most likely to resonate with the Medicare audience, we conducted an online survey of 250 adults aged 65 and older. We showed the participants various plan and product copy options, as well as numerous calls-to-action and offers – all to discover what messaging is most likely to get a response from this audience.
Should your direct mail highlight low cost or longevity, rewards or ratings? In this report, we answer these questions, plus share which talking points ranked highest among respondents, and which calls-to-action, offers, and copy options should be avoided. Read through all of our findings before the launch of your fall AEP campaign.
Deriving Intelligence from Customer Actions: Data Marketing 2015 presentation Mathew Sweezey
Understand customers wants, needs, and desires is a tricky business but it can be made much easier if you understand three key ideas: stage based marketing, system of relevance, and the fundamentals of modern consumer desires. This presentation was created for the Data Marketing conference in Toronto 2015, and outlines new research into modern buyers, and how to understand their needs, derive intelligence from their actions, and provide the best experience possible in the modern era.
Change Management for Demand Geneation eBook Mathew Sweezey
Change Management is not an easy road to head down...
However, in this crazy, sophisticated world of B2B marketing, you must address Change Management as a critical component of Demand Generation if you want to drive real success, real revenue.
This eBook shows you how to Stay Relevant, Productive and Sane and manage the Changing Landscape of Demand Generation written by Mathew Sweezey and Carlos Hidalgo.
This eBook will help you identify and implement effective Change Management principals to help effectively drive Demand Generation success for your organization.
Why the status quo no longer works- Change Management is the missing link
How to identify the barriers to Change
Strategic steps to take to implement Change Management
The realities of Change
This is an overview of research conduced to help businesses understand the impact content has on the experience of the consumer, and the importance of content in increasing life time customer value.
Get the Mobile Commerce Playbook: www.psfk.com/report/mobile-commerce-playbook
The Mobile Commerce Playbook is intended to help businesses take a forward looking approach to leveraging mobile as a core part of their offerings to deliver personalization, relevancy and convenience to every consumer at key moments in this commerce journey. Created in partnership with Braintree, the report offers recommendations that are designed to inspire startups, brands and retailers as they look to create best-in-class mobile commerce experiences that sync with the reality of today’s consumer lifestyles.
- Featured within the 40+ page report, readers can find:
- 11 strategies to redefine mobile commerce
- Unique user experience paths built for brands, agencies, and startups to follow
- Perspectives from leading mobile commerce experts across the globe
If you are interested in seeing a presentation of this report or would like to understand how PSFK can help your team ideate new possibilities for your brand, contact us at sales@psfk.com
Ver. 1 | Published January 2015
All rights reserved. No parts of this publication may be reproduced without the written permission of PSFK Labs.
50 Must Know Statistics for B2B Lead GenerationPierre de Braux
If you want to improve your lead generation capabilities, it's important that you know the facts.
Learn more about lead generation at: http://pureb2b.com/blog
Rethinking the Value Chain: New Realities in Collaborative BusinessCapgemini
For more information, visit: http://www.futurevaluenetwork.com
The report, “Rethinking the Value Chain: New Realities in Collaborative Business” is the culmination of the strategy and steps initiated by the Consumer Goods Forum (the CGF) Board of Directors as part of their commitment to positive action in bringing about much needed change in the industry. Capgemini and the CGF collaborated on the development of this report and the outcome of this work is a comprehensive paper that highlights exactly how the Consumer Products and Retail industries can anticipate and address the profound shifts in consumer behavior and the changing industry landscape.
The result of interactive working sessions and extensive interviews with thought leaders and subject matter experts, the report identifies future trends in the industry and recommends the adoption of a “value network” approach to doing business. This approach will engage manufacturers, retailers and additional stakeholders and will no longer think of the value chain as a linear journey. It highlights three megatrends on which the industry could collaborate and that should deliver a positive return on investment:
• Consumer engagement;
• Transparency and
• The last mile of distribution
It’s a great step forward, but mobile-first design is no substitute for genuinely mobile-centric planning. Here’s how to put your brand at the heart of the handset.
Personalized HCP Marketing: How to Create More Impactful Brand ExperiencesMerkle
At this year's ePharma 2015 Conference, Croom Lawrence, Senior Director, Digital, Merkle Health, shared the importance of personalization for healthcare consumers and physicians. In his presentation, Croom discussed how an Addressable Customer Experience strategy can create more impactful brand experiences.
Healthcare Marketing and Digital Trends for 2017Geonetric
Last year’s predictions included consumerism and transparency. What’s in store for 2017? Get ready with a high-level look at the trends that will directly impact healthcare marketing in 2017.
The Future Of Modern Medicare Marketing Chapter 8-
We’ve utilized the incredible power of data intelligence tools to model data, increasing our ability to target those with the greatest propensity to enroll in our plans.
Those who are great practitioners of direct mail marketing, and if you’re in Medicare marketing, the assumption is that you are very familiar with all that is direct mail marketing since it is the workhorse of our industry; will immediately see the benefit of having all of this data intelligence to improve the performance of our mail.
However, this is the digital age. Our Medicare-eligible audience has shifted from “The Greatest Generation” to “Leading Edge Baby Boomers” to the upcoming “Trailing Edge Baby Boomers” and the latter 2 of these generational groups are digitally proficient and are internet users.
The lead generation and lead nurturing practices of Medicare marketers in the future are going to be very different than those of today.
We’re back to the future of Medicare Marketing now, discussing the lead management process.
The senior care buyer has undergone massive change over the past few years. With infinite access to media, and infinite connectivity we must understand the new foundations for relating to the modern buyer.
What's Next: Rapidly adjusting your customer experience strategy for the "new...Ogilvy Consulting
This week we’ll talk through the customer experience impact of changing customer mindsets and behaviours that have come with COVID-19, introduce the AWARE framework for rapid customer experience strategy modification and talk through some examples of how brands are already adjusting their strategies to meet customers’ current needs.
It’s no surprise that B2B and B2C marketers have different goals and strategies. In January, we released new research on the overall state of marketing — including businesses of all sizes and types, based on the responses of 5,000+ global marketers.
Now we’re separating B2B from B2C marketers. Today, we present you with data about B2B trends, goals, and obstacles in 2015 with the 2015 State of B2B Marketing.
Using survey responses from 2,100+ B2B marketers, this report takes a look at what B2B marketers are really thinking and dealing with this year.
Greetings Content Marketers,
Welcome to this year's report on the content marketing practices of business-to-business technology marketers in North America.
In this report we highlight key areas of difference between the most effective technology marketers and their less-effective peers. We also show some differences between those who have a documented content strategy and those who do not.
Technology marketers use a good mix of tactics and continue to invest in content marketing, with 58% planning to increase spend over the next 12 months. We look forward to seeing how this continued investment pays off over the next year.
What Direct Mail Messaging Do Seniors Prefer?Media Logic
Direct mail plays a critical role in Medicare AEP marketing campaigns, so creating pieces that will be opened and elicit response is key. Last month, we released the findings from Part 1 of our Medicare marketing report on seniors’ preferences related to direct mail designs. But when it comes to successful direct mail, design is only part of the equation.
In order for direct mail to be effective, the right messaging is also an essential element. Health care marketers must craft messages with the understanding of the Medicare factors that are most important to seniors.
To understand what messaging is most likely to resonate with the Medicare audience, we conducted an online survey of 250 adults aged 65 and older. We showed the participants various plan and product copy options, as well as numerous calls-to-action and offers – all to discover what messaging is most likely to get a response from this audience.
Should your direct mail highlight low cost or longevity, rewards or ratings? In this report, we answer these questions, plus share which talking points ranked highest among respondents, and which calls-to-action, offers, and copy options should be avoided. Read through all of our findings before the launch of your fall AEP campaign.
Deriving Intelligence from Customer Actions: Data Marketing 2015 presentation Mathew Sweezey
Understand customers wants, needs, and desires is a tricky business but it can be made much easier if you understand three key ideas: stage based marketing, system of relevance, and the fundamentals of modern consumer desires. This presentation was created for the Data Marketing conference in Toronto 2015, and outlines new research into modern buyers, and how to understand their needs, derive intelligence from their actions, and provide the best experience possible in the modern era.
Change Management for Demand Geneation eBook Mathew Sweezey
Change Management is not an easy road to head down...
However, in this crazy, sophisticated world of B2B marketing, you must address Change Management as a critical component of Demand Generation if you want to drive real success, real revenue.
This eBook shows you how to Stay Relevant, Productive and Sane and manage the Changing Landscape of Demand Generation written by Mathew Sweezey and Carlos Hidalgo.
This eBook will help you identify and implement effective Change Management principals to help effectively drive Demand Generation success for your organization.
Why the status quo no longer works- Change Management is the missing link
How to identify the barriers to Change
Strategic steps to take to implement Change Management
The realities of Change
This is an overview of research conduced to help businesses understand the impact content has on the experience of the consumer, and the importance of content in increasing life time customer value.
Get the Mobile Commerce Playbook: www.psfk.com/report/mobile-commerce-playbook
The Mobile Commerce Playbook is intended to help businesses take a forward looking approach to leveraging mobile as a core part of their offerings to deliver personalization, relevancy and convenience to every consumer at key moments in this commerce journey. Created in partnership with Braintree, the report offers recommendations that are designed to inspire startups, brands and retailers as they look to create best-in-class mobile commerce experiences that sync with the reality of today’s consumer lifestyles.
- Featured within the 40+ page report, readers can find:
- 11 strategies to redefine mobile commerce
- Unique user experience paths built for brands, agencies, and startups to follow
- Perspectives from leading mobile commerce experts across the globe
If you are interested in seeing a presentation of this report or would like to understand how PSFK can help your team ideate new possibilities for your brand, contact us at sales@psfk.com
Ver. 1 | Published January 2015
All rights reserved. No parts of this publication may be reproduced without the written permission of PSFK Labs.
50 Must Know Statistics for B2B Lead GenerationPierre de Braux
If you want to improve your lead generation capabilities, it's important that you know the facts.
Learn more about lead generation at: http://pureb2b.com/blog
Rethinking the Value Chain: New Realities in Collaborative BusinessCapgemini
For more information, visit: http://www.futurevaluenetwork.com
The report, “Rethinking the Value Chain: New Realities in Collaborative Business” is the culmination of the strategy and steps initiated by the Consumer Goods Forum (the CGF) Board of Directors as part of their commitment to positive action in bringing about much needed change in the industry. Capgemini and the CGF collaborated on the development of this report and the outcome of this work is a comprehensive paper that highlights exactly how the Consumer Products and Retail industries can anticipate and address the profound shifts in consumer behavior and the changing industry landscape.
The result of interactive working sessions and extensive interviews with thought leaders and subject matter experts, the report identifies future trends in the industry and recommends the adoption of a “value network” approach to doing business. This approach will engage manufacturers, retailers and additional stakeholders and will no longer think of the value chain as a linear journey. It highlights three megatrends on which the industry could collaborate and that should deliver a positive return on investment:
• Consumer engagement;
• Transparency and
• The last mile of distribution
It’s a great step forward, but mobile-first design is no substitute for genuinely mobile-centric planning. Here’s how to put your brand at the heart of the handset.
Mobile Website - Your Secret Weapon in Gaining a Competitive Advantagee-point SA
Why will a mobile website give your business a competitive advantage? Who are prosumers and what are their expectations? What the heck is the difference between a mobile, responsive and desktop website? Find out how to achieve your business objectives in the most dynamically developing sales channel.
Why Your Business Needs a Mobile Websitee-point SA
Is it necessary for businesses to have a website for smartphones and tablets? Find out who are prosumers and what are their expectations. Check how to boost your business's reach and entice potential customers to contact it. Learn why a mobile website is important for a business.
Mobileday 2016 - User behavior & Insight; How to surf the wave? - Phan Tuan AnhTuấn Anh Phan
In order to understand mobile user behavior & insight in Asean & Emerging Market in 2016.
Why mobile?
In fact, users think mobile is just mobile, their smartphone
08 critical points for each Marketer in order to develop mobile marketing strategy
The combination of: Mobile Connects Everything + Consumer Decision Journey + Gamification = Mobile Advocacy Journey
For mobile, it's all about interactive + relative
Altimeter Group, prepared for Facebook
Rebecca Lieb, analyst
Jaimy Szymanski, senior researcher
For brands to build engagement and maintain respectful relationships with consumers, mobile strategies must
become seamlessly integrated into existing marketing strategies and customer-experience efforts. Brands will also need to ensure that strong content for mobile is coupled with an integrated media approach to keep the brand’s message, voice and identity clear.
Important statistics that every business should know about the direction of mobile. This slide deck takes you through 8 different things that will impact how businesses connect with their customers through iPhone and Android mobile apps. This presentation is provided by Copper Mobile, a Dallas TX based enterprise mobile application solutions company.
Second Philippine Advertisers' Attitudes Towards Mobile Marketing 2014 Report Self-employed
Our study done in partnership with PANA to explore local marketers' attitudes to mobile marketing. Now on its second year, the study surveyed over 87 mid-to-senior marketers across industries such as FMCG, retail, pharmaceuticals, real estate, and utility and services. This is also a comparative study with the 2013 survey.
Etude "Global Mobile Media Consumption" réalisée par le InMobi.Bertrand Jonquois
Comment et pour quels raisons utilise-t-on son smartphone et sa tablette pour surfer sur Internet ?
A quelles activités consacre-t-on ce temps passé ?
La publicité mobile est-elle acceptée, voire efficace ? Réponse avec l'étude "Global Mobile Media Consumption" réalisée par le groupe de publicité mobile, InMobi.
A study of effectiveness of mobile ads & smarphone consumer attitude towards itVijayendra Dwari
In this report author attempt to discuss in detail the direction in which Mobile Advertising is heading in India and try to establish consumer attitude towards acceptance of Mobile advertising. Further we try to establish how effective this medium really is vis a vis consumer mind space.
Apps for Universities, Colleges and SchoolsInstappy
If education is a business (novel one at that) here is why the mobile presence needs a personality.
Instappy is the simple-to-use and built-for-success platform which develops your app idea into a mobile reality. Instappy is for businesses and individuals alike; our goal is to turn your audience's smartphones and tablets into windows of opportunity for you. You can retain your customers, engage with prospects, increase your revenue, and sell on mobile using your very own branded mobile application.
Instappy is loaded with features that, until now, were almost always exclusively available only with full-scale development effort.
Get yours at www.instappy.com
Similar to Digital Marketing Guide: Mobile Marketing for Medical Technology Companies (20)
Most med device companies will agree with Tom Petty: the waiting is the hardest part. The time period from FDA submission to clearance or approval can feel like an eternity. But what can companies do to get hospitals and providers excited about their technology before launch?
View the presentation for more information on how to promote medical devices prior to FDA approval.
Visit us at www.GreyMatterMarketing.com
Modern SEO Techniques Part 1:New SEO Methods for Medical Device MarketersGrey Matter Marketing
This two-part series on Modern SEO Techniques for Med Device Marketers can be used by any medical device marketer to understand SEO. Part one will cover modern link building and part two will cover user experience as a search engine ranking factor.
Search Engines. We love them when we’re looking for the hottest sushi restaurant in town. But when it comes to getting our business to rank at the top, they can be a pain in the wasabi.
You're driving down the highway, when suddenly you spot a police officer or a state trooper in your rearview mirror. You're driving the speed limit; your tags are up-to-date, yet you suddenly feel guilty – like you've done something wrong.
This is how the FDA makes us feel when it comes to running direct-to-consumer (DTC) advertising for medical devices and pharmaceuticals. More often than not, you aren't doing anything wrong. But your anxiety levels run high as soon as you step on the gas.
The global market for mobile apps is valued at 25 billion dollars. The market for health apps in particular is booming; the FDA predicts 500 million smartphone users will use a mobile medical app this year, and the number is expected to rise to 1.7 billion by 2018. In the past, medical software has been regulated using the same model as medical devices.
Recently, the FDA realized it needed a new and different approach to support a rising number of apps, especially those aimed at patients. In addition to the rapid growth of the market, some health app developers have made claims that can’t be supported. This prompted the FDA to issue a new guidance in February of this year.
View the presentation to learn more about the FDA's Mobile Medical Applications Guidance for Industry and Food and Drug Administration Staff including:
1. Key points of differentiation between health apps and mobile medical apps
2. The common mistake developers make when defining their product
3. What developers of non-regulated health apps should avoid when marketing their application
Companies can leverage social media to drive business and compete effectively in the new era of health care. But what do you need to know before jumping in or expanding your efforts? What considerations do medical technology marketing professionals need to take into account when implementing a strategic social-media plan?
Part one of our five-part series outlines how medical technology professionals can use social media in a regulated environment. Even more importantly, it gives readers the supporting evidence needed to recommend specific social-media strategies to management and internal legal and regulatory teams.
Healthcare marketers understand the value of social media, but may not feel prepared to participate in such a tightly regulated space. How can you join the conversation while protecting your organization? With these five documents, you can safely enter the world of social media while reducing your liability and maintaining a consistent company message.
Visit us at www.GreyMatterMarketing.com
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Digital Marketing Guide: Mobile Marketing for Medical Technology Companies
1.
2. 2
For most U.S. adults, a mobile device is a constant companion.
You use it throughout the day, in multiple physical locations, and you
also probably check it one more time before going to sleep at night.
So defining mobile as a channel, strategy or technology doesn’t quite
do it justice; mobile is how we behave. It is how we live, research,
document, and communicate.
3. 3
The point is: if you are a marketer and are not considering how to
reach your target audience on mobile, you are missing a large portion
of their day.
Mobile can no longer be ignored by marketers who want to
succeed and thrive in the new healthcare marketing landscape.
4. 4
But what is considered mobile marketing?
The Mobile Marketing Association defines mobile marketing as a set of
practices that enable organizations to communicate and engage with
audiences in an interactive and relevant manner through any mobile
device or network.
5. Why Mobile? Why Now?
• Of those adults who own cell phones, 53% now own smartphones.
• About 31% of cell-phone owners have used their phone to look for
health information.
• In a comparable national survey conducted two years ago, only 17% of
cell phone owners had used their phones to look for health advice.
• Today 86% percent of clinicians now use smartphones in their
professional activities, up from 78% in 2012.
• In addition, 53% use tablets at work, compared to 34% last year.
5
6. Why Mobile? Why Now?
A mobile device is arguably the closest you can get to your
customer, without coming face-to-face.
There is no other device as personal (everybody has their own
individual phone)
As pervasive (we have them with us all of the time),
Nothing else provides the opportunity for proximity (we hold
them in our hands and keep them in our pockets or purses).
As marketers seek to understand and leverage the customer’s path
to purchase, mobile devices have the potential to be a
tremendous enabler.
6
7. Why Mobile? Why Now?
Compared to other digital tactics, mobile marketing is in its infancy.
So it's no surprise that the Grey Matter Marketing Digital Marketing
Survey revealed that, while medical technology marketers
understand the value of mobile, with more than one-third reporting
that mobile was "very important" or "extremely important" to
their overall digital marketing strategy, 43.6% are not currently
engaging in mobile marketing tactics.
7
8. Why Mobile? Why Now?
Outside of mobile web, very few survey respondents reported any mobile
marketing initiatives. According to the survey, mobile marketing activities
included:
• Mobile web 39%
• QR codes 28%
• Apps 19%
• Text messaging 10%
8
9. Why Mobile? Why Now?
With half of the audience active on mobile today, why is
there so little focus on mobile marketing?
The simple answer is, mobile marketing is tough!
9
10. Why Mobile? Why Now?
• Mobile marketing is complex and has a learning curve even for
those well-versed in non-mobile strategy.
• It is all-encompassing — , it's an entire way of life, one where
people are engaged all day, every day.
– New tactics must be learned and adapted, and campaigns must be useful to
consumers without requiring them to change their behaviors or endure
inconveniences.
• And a mobile strategy cannot be static — it must adapt, and it
must continue to adapt to and anticipate shifting demands.
As a result, businesses seem to get stuck asking, “What can I
actually do to market my company effectively on mobile?”
10
12. What Med Tech Marketers Need to
Know About Mobile Marketing
With mobile marketing, there are many factors to consider
and strategies to choose from, but fortunately, the basic
principles are common-sense.
• You need to adapt to customer expectations by meeting
them where they are,
• Make it easy for them to interact with your online
presence, and
• Provide them with relevant, helpful, up-to-date
information.
12
13. What Med Tech Marketers Need to
Know About Mobile Marketing
While there are a plethora of mobile tactics, here, we
will discuss two tactics in more depth that seem to hold
great potential for medical technology companies:
• Using responsive site design to make sites accessible and
easy for mobile viewers to use, and
• Devoting resources to developing and maintaining mobile
apps, an important avenue for connecting with customers and
prospects.
13
14. The Responsive Web
A website needs to be accessible to users when and where they look for it.
With over 50 million people accessing the web on mobile devices, it is
reasonable to assume your consumer will expect a functioning mobile
website. If your website cannot provide a seamless user experience on a
mobile device, 40% of people will choose another result.
Responsive web design (RWD) is a new design approach that aims at
crafting websites to provide an optimal viewing experience — easy reading
and navigation with a minimum of resizing, panning, and scrolling —
across a wide range of devices, including smartphones, tablets, and
laptops.
14
15. The Responsive Web
A responsively designed website allows content to exist in only one
place on the internet, with a single URL.
You don't have to manage content or divide page rank or back-links
across multiple sites, as you do when you use m-dot sites for
mobile.
If that's not enough to convince you, even Google is now
recommending responsive design for mobile-optimized websites.
15
16. The Responsive Web
Most importantly, RWD is forward thinking; it adapts based on
the size of the screen so it is naturally ready for devices that have
not been released yet. When the next version of the iPhone is
released, for example, you will not have to re-code your site to suit
the screen size. This makes Responsive Design well worth the
investment.
16
17. The Responsive Web
17
A Small Screen Needs a Large Focus Mobile screens
have fewer distractions and less real estate.
Companies should provide simple, easily actionable
mobile interfaces. If users have to go through
multiple steps to complete a task or access
information, they will typically leave or, if the site is
not responsive, download the desktop site. The best
mobile interface is focused and
outcome-oriented.
18. To help you make the case for mobile marketing, here are some
facts and figures that show how vital mobile is to your
organization.
THE CASE FOR MOBILE
18
19. Video represents a
majority of activity on
mobile devices
By 2018, mobile video will represent 69%
of all mobile traffic, which is an increase
from 53% in 2013.5 Last year, users
watched about two hours of video per
month on their mobile phones.
Video is a viable option for medical
technology marketers to reach their
audiences, especially at the scale of mobile.
It caters to the different consumption
patterns of users, develops messaging that
can meet the nuances of various platforms,
and can help build long-term relationships
with your customers.
19
20. Facebook mobile
users exceed
Facebook desktop
users
Facebook recently reported that it has one
billion monthly active users on its mobile
app.
With Facebook’s large network of all types
of users, as well as comprehensive
targeting capabilities to reach them, it has
potential to be a powerful channel to reach
your target audience on mobile.
20
21. Mobile searches
result in immediate
action
According to iAcquire, 70% of mobile
searches lead to an action on a website
within an hour.
People are constantly seeking information,
so it is vital that a site is optimized to be
viewed on mobile devices.
This also suggest mobile searchers are
more motivated than their counterparts
using desktops and laptops.
21
22. Brands are more
trusted on mobile
People believe brand messages are more
trustworthy when received on a mobile
device than other personal communication
devices because mobile users self-identify
with their mobile devices.
They are invested in these devices, which
translates into trust—people typically trust
themselves, leading them to also trust
things they self-identify with.
Research has demonstrated that branded
content that would elicit a neutral response
on any other platform leaned positive when
it was viewed on mobile devices.
22
23. App Based Marketing
The number of mobile health apps is on the rise and predicted to
grow for the foreseeable future. One-fifth of smartphone owners
have at least one health app on their phones. Exercise, diet, and
weight-management apps are the most popular types. Some tech-savvy
doctors are even helping their patients choose apps,
essentially “prescribing apps.”
23
24. App Based Marketing
In 2013, the regulatory environment for mobile health apps improved. The
Food and Drug Administration (FDA) indicated it would take a limited
approach to regulating medical and mobile app developers. The FDA
stated that the focus would fall on products that pose a potential risk to
patients, while exercising enforcement discretion over medical devices that
pose minimal risk to people.
Like the draft guidance issued in 2011, the final guidance states that the
FDA intends to regulate mobile apps when they meet the lawful definition
of a “device” and when they are intended to be “used as an accessory to a
regulated medical device or transform a mobile platform into a regulated
medical device.
24
25. App Based Marketing
Patients and physicians alike are drawn to apps that provide something of value, are
convenient, and are useful when used regularly. Here are some ways medical
technology companies are incorporating apps into their marketing systems:
• Providing a simple way to consume your marketing materials, such as videos
and brochures
• Helping patients manage a disease state “on the go,” instead of at their desktop
• Creating calculators and other tools to help them assess their condition or
knowledge of a disease
• Personalizing the experience of products to the needs of the individual patient
• Communicating with a user base, inviting them to learn about other products or
to take part in limited-time offers
• Managing the messages that the field sales force delivers on smartphones or
tablets during the sales call, keeping materials current and focused
25
26. App Based Marketing
Keep in mind that apps do not replace professional medical
evaluations or diagnoses. They are also not a “set it and forget
it” tactic.
Apps need to be monitored and must evolve over time, just as your
product would. A smartphone app is a direct connection to your
customer, whether you market to physicians or patients, and an
app is not erased from users' phones simply because the developer
stops updating it.
26
27. If Nothing Else
The conclusion is simple: mobile is here to stay. If forecasts are correct,
mobile will soon eclipse desktop usage. Smart marketers are getting ready
for this sea change — and many are already using these new techniques
to their advantage, even as we speak. People strongly identify with mobile
devices and search for health information more and more — and, notably,
they trust what they find on mobile devices more than information they
find on their computers.
A robust strategy that takes these things into account and prioritizes
responsive website design, places a focus on mobile apps, and responds to
the overwhelming popularity of video on mobile devices is an important
part of a comprehensive marketing effort as we advance into the mobile
future.
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29. 29
ABOUT GREY MATTER MARKETING
Grey Matter Marketing is a full-service, award-winning marketing agency working exclusively
with medical technology companies. We provide the marketing architecture to build strong
connections with providers and patients to drive adoption of innovative technology that
improves lives. We have a proven track record in developing both traditional and digital plans
that create compelling marketing experiences and drive business results. Our strength is
finding the important truth in any communication effort, and translating that truth into
something your customer understands, and more importantly, feels. Armed with this
knowledge and insight, we roll up our sleeves and do what we do best: work hard, think
strategically and deliver.
If you are interested in learning more about digital marketing as it relates to
medical technology companies - including the latest trends, ROI, and how to sell-in
digital marketing to your management team - we're offering readers a free
phone consultation. email us at info@greymattermarketing.com