Christmas holidays are the favorite period of the year for most children and adults alike. It’s a time to exchange gifts with friends and loved ones, decorate Christmas trees, merry and have fun all together.
Looking back, Christmas 2020 was different due to the Covid-19 pandemic and many people, including me, were unable to spend time with family and friends in-person.
This year; hopefully, the situation will be different, and we will have the opportunity to spend quality time with family and take a step back to reflect on what and who matters most in our lives.
Keep in mind that if during the Christmas holidays you would like to go through some fundamentals on Medical Device Sales and Marketing, the following suggestions I’ve put together would give you a great start.
Medical Device Sales
and Marketing Insights
As you should know, I’m a strong advocate of the VOC and customer interactions. I have extensively discussed and often stressed the importance of a properly conducted VOC, especially at the beginning of a new product development process. And among the various methodologies to collect it, a special place is reserved for customer interviews.
Here is the first of 2 posts that explores an effective way to conduct qualitative interviews, by employing a simple method. It’s followed by the second post discussing the process of preparation, implementation, and the most common problems.
That said, interviews are extremely valuable, but relying on interviews alone could be risky because what people say and what they actually do are not necessarily always the same.
Observing customers’ behavior and product use in a real-world clinical setting can help identify needs that hardly can be collected otherwise. In this post, I provided an analysis of customers’ observations known also as ethnography, as a complementary tool to collect customer needs and wants.
Furthermore, during interviews and observations, certain customers, especially KOLs, will not refrain from telling you how your new product should be and what features it should have. Dealing with customer suggestions is very important and not always easy; here you can find several suggestions.
Overall, the purpose of a well-conducted VOC is to collect customer needs and wants, in order to satisfy customer needs with the product. Here is a post that covers the risks of not recognizing customer needs and why it is important in medical device development.
As for this blog, I will stick to my weekly/bi-weekly cadence, with breaks throughout the summer and Christmas holidays. I will continue to mix medical device marketing and sales topics, hopefully not making it feel all over the place.
If you’d like to see something specific, don’t hesitate to hit the contact button and let me know. I’m always excited to hear from you.
Happy holidays and have a great time with the ones you cherish and care about.
I’ll see you next year!