Upstream marketing Archives - Page 3 of 5

08Oct 2022 by cesare ferrari

What can a MedTech product manager learn from 2 great product flops?

Downstream marketing, Upstream marketing

There are several examples of product flops and I think the best thing to do with these examples is to learn from other people’s mistakes, understand what went wrong and what we can do to avoid repeating the same mistakes. Let’s look closely at a couple of examples in other industries with very detailed stories. New coke On April 23, 1985, Coca-Cola CEO Roberto Goizueta launched the new coke, and only 79 days after its introduction Coca-Cola announced the return of the original formula. Eventually, the new coke was discontinued in 2002. What went wrong? According to Wikipedia: The sweeter cola overwhelmingly beat both regular Coke and Pepsi in taste tests, surveys, and focus groups. About 10–12 percent of testers felt angry and alienated at the thought and said they…

26Aug 2022 by cesare ferrari

Why Are R&D Engineers Not Spending Time With Their Future Customers?

Upstream marketing

I'm deeply convinced that it's essential for R&D engineers and medical device customers like surgeons, nurses, and other HCPs to interact closely. If you'd like to know how I arrived at this conclusion, you'll only need to continue reading; perhaps you too will see reasons with me. I realized that today it is almost impossible to find someone who insists that close contact between medical device users and R&D staff is unnecessary. However, I've often wondered, "why then are R&D engineers not spending time with their future customers?" Although I still don't know the answer to this question, I will try to explain why R&D staff should visit customers in today's post. And what they should know beforehand. A MedTech Anecdote When I joined Medtronic, a colleague told me…

02Apr 2022 by cesare ferrari

Common Challenges To Adopting A Customer Centric Approach In A Medical Device Company

Downstream marketing, Upstream marketing

I have already examined and explained the meaning of customer centricity for medical device companies in this post. Here, I'll focus more on how to transition from existing product centricity and traditional structural models to new ones that deliver what customers want. Know that the first step toward a customer centric organization is understanding the difference between customer centricity & product centricity, and identifying issues & challenges. These topics will be discussed in-depth as you read on. Product Centricity Versus Customer Centricity In the table below, I’ve listed some distinctive characteristics of the product centric and customer centric strategies. Product centricityCustomer centricityBasic ideaWe sell product. Product push approach with little or no customer segmentation.We serve customer segments. Tailored product offering based on diverse customer segments. Customer insight supports the entire…

05Mar 2022 by cesare ferrari

Customer Centricity: The Holy Grail Towards Unlocking The True Potential Of Customer Value

Downstream marketing, Upstream marketing

In the Medtech business as in many other businesses, there is a trend to move from a product-centric to a customer-centric way of doing business. Many companies are realizing that customer-centricity provides a competitive advantage, which is difficult to achieve and hard to copy. I’ve already touched on the topic of customer centricity here and here; In this short post, I will explore the following: The origin of the customer centric paradigmWhat it means to be a customer centric companyWhy it is important in the medical device sector Origin Of Customer Centricity The concept of customer centricity and its benefits have been discussed for more than 60 years in the academia and business community. Already in 1960, in the famous article “Marketing Myopia” published in Harvard Business Review, Theodore Levitt…

07Jan 2022 by cesare ferrari

The Voice Of The Customer (VOC) Is Different From The Voice Of KOLs Or Key Accounts

Upstream marketing

Every medical device marketer is familiar with Key Opinion Leaders (KOLs), Key accounts, and their spokesperson- the Key Account Manager. In this post, I will discuss two common traps in New Product Development: the conflict between following your KOLs, or the biggest and most essential account versus addressing the needs of a large market listening to the VOC. Let’s start with KOLs. Key Opinion Leaders: A Definition . A key opinion leader (KOL) in the healthcare field is a physician, nurse, researcher, hospital executive, etc that has proven experience and expertise in a specific discipline, who is trusted and respected by his/her colleagues. Medical device companies can use their KOL network to gather valuable insights in various phases of new product development. Moreover, KOLs are influential, so companies leverage the relationship to access…

18Dec 2021 by cesare ferrari

4 Fundamental Topics For Your Christmas Holidays

Upstream marketing

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…

20Nov 2021 by cesare ferrari

“Easy To Use” Or “User-friendly” Is Not A User Requirement!!!!

Upstream marketing

From time to time, I come across situations where I need to clarify and point out some essential facts I’ve already discussed in this post about user requirements definition and in this one about writing user requirements. A few weeks ago, a colleague suggested to me to include (in the user requirements of a new product) the fact that the product must be “user-friendly.” And then more recently a start-up founder showed me a user requirement of a new medical device- still in development that was formulated with the expression “easy to use”. Although both wanted to have the user requirement “easy to use” for good reasons. And both are laudable for taking into consideration the user in the development; unfortunately, they are both wrong. Why is “easy to use”…

23Oct 2021 by cesare ferrari

Who Is The “Customer” In Medical Device Marketing?

Downstream marketing, Sales, Upstream marketing

Keep in mind that the short answer to this is that...it depends. Luckily, as you read on you'll understand the reason for this conclusion on the role of the customer in medical device marketing. To begin with, the medical devices category is very diversified and assorted, but that's not only from the regulatory point of view.   Part of the category of medical devices include: basic medical supplies like sutures, tongue depressors, syringes, surgical instruments, and more complex devices like implants, pacemakers. It also includes big capital equipment such as CT and robots.  For the different categories of medical devices, the number of individuals and organizations that could influence the purchase decision might possibly be significant and different. In this article, I consider the “customer” of medical device marketing, all the stakeholders. And not only the…

15Oct 2021 by cesare ferrari

How To Deal With Customer Suggestions About New Products

Upstream marketing

As a marketer, there are several opportunities in your day-to-day activities where you can collect feedback or customer's suggestions about a product or service of the company. Customer feedback is a vital and valuable input and should be treated with the utmost attention. It can really bring a lot of value to the organization, and that’s the reason for having several tools like surveys, feedback forms, etc… to gather it. Today I will focus on only a specific sort of input, which is the customer's suggestions regarding a new product or service. And the risks that are associated with it. Customer Suggestions On New Products When collecting the VOC (voice of the customer) as detailed in this previous post and more specifically when interviewing customers as described in these two…

08Oct 2021 by cesare ferrari

How Marketing Can Bring Value And Better Long-term Perspective To Medical Device Companies

Downstream marketing, Upstream marketing

If you have been working in the medical device marketing for a few years; Then you've probably noticed that it is far more complicated to achieve growth in the current environment.  The good old times are gone. Incremental innovation at a premium price, product launches that almost always deliver the expectations. And rapid development projects with easy registration are becoming rare.  In the past, medical device companies could rely on incremental innovations, easy market access, fewer price constraints, and sales force relationships with the clinicians to deliver good results.  Today, the market is far more complex and competitive. To remain profitable, companies will need to leverage better, stronger, and effective medical device marketing. What Is Marketing And Why Is It Important In Medical Device According to Prof. Philip Kotler, the father of modern…

Category: Upstream marketing