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.
So it is important that marketing and sales collateral reflect a medical device company’s awareness of, interest in and ability to help its customers achieve the ACO mandate. As with the website, marketing collateral plays a very significant role in building a device company’s brand. Beyond describing what a medical device company does and for whom, it is also responsible for conveying a brand emotion that differentiates it from competitors, establishes credibility, and supports the personality it is developing in all other aspects of its brand presence. Marketing collateral helps determine the strategic approach that will work best for a medical device company’s unique situation, from corporate brochures to datasheets to product brochures. Read more…
