Segmentation, Targeting And Positioning For Medical Devices. Part 1
What is the core of strategic marketing for medical devices? Well, this short article is the first of a couple posts in which I consider what I have found about the trilogy of strategic marketing: Segmentation, Targeting and Positioning, to be useful for our industry. Hence, I will use it as an opportunity to share some patterns I have seen in several companies during my career. Introduction "If you’re not thinking segmentation, you’re not thinking."Theodore Levitt As a salesperson, it was difficult for me to understand and accept that there were customers that I shouldn’t be targeting because the offering wasn’t going to convince them. After all, I had a general idea that my job as a marketer was to help potential customers see why that particular product was a…