Upstream marketing Archives - Page 4 of 5

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…

26Sep 2021 by cesare ferrari

7 Practical Actions To Promote Integration Between Marketing And R&D

Upstream marketing

After publishing a recent post that you can read here. I received feedback regarding the content, where one of the readers pointed out that the post was a bit academic. And not providing practical and actionable suggestions to increase integration and reduce the inter-functional conflict between marketing and R&D. I’ve decided to revisit the topic and provide some implementable tools to promote integration and reduce the risk of functional or dysfunctional conflicts. Highlighted below are some of the detailed points. 1. Alignment Any formal and informal opportunity should be used to make sure that the cross-functional team agrees on the fact that a successful product depends equally on the customer’s needs satisfaction, as on technological capabilities. 2. Team building Team building activities are available in a vast range to address specific limits…

11Sep 2021 by cesare ferrari

Why The Number One Reason For Product Failure Lies In NOT Satisfying Customer Needs

Upstream marketing

In 2007, the pharmaceutical giant; Pfizer withdrew from the market only a year after launching the first inhalable insulin, making Exubera one of the biggest flops in pharma and the whole healthcare business. I would like to use this example to support the thesis of using a proper VOC to identify customer needs and develop products to solve customer problems. To make the point clear right from the beginning, I know that in hindsight, it is easy to find the weak points that were not identified or not fully considered during the development process. Again, the aim of this example is not to criticize. But to bring attention to customer needs and discuss these critical elements in medical device development once more. Brief Story Of Exubera Pfizer Exubera, the first…

04Sep 2021 by cesare ferrari

How To Reduce Marketing And R&D Conflicts And Develop Better Medical Device

Upstream marketing

Have you ever seen new products that arrive too late on the market, costs of development that overrun and new products that do not offer real value to the customer? Well, one of the root causes are the conflicts between marketing and R&D. I think everybody agrees that effective coordination between various groups in the organization, such as R&D, marketing, and engineering plays an important role in the process of developing a medical device. However, the reality is that an effective and harmonious relationship is the exception rather than the rule. Problems related to poor inter-functional cooperation, communication, lack of clarity of goal and inadequate definition of project responsibilities, are frequent in any kind of organization. And you do not need to be a brilliant manager to know that poor…

22Aug 2021 by cesare ferrari

Ethnography: The (not so) Secret Ingredient Of Your VOC- Voice Of The Customer

Upstream marketing

Introduction Since you've been following my blog content closely, by now you already know that I'm an advocate of the VOC (Voice of the customer), as it's a source of innovation for medical device companies. More so, I have already treated the interviews extensively as a method to collect input from customers. Today, I will provide you an analysis of customers’ observations known also as ethnography, as a complementary tool to collect customer needs and wants. What Is Ethnography? The term “ethnography” is an academic and more polished way to refer to observations. Ethnography is a research methodology used by anthropologists, and it implies the observation of people in their natural environment with the goal of understanding how people live their lives. Furthermore, Ethnographic research involves collecting data in real…

19Jun 2021 by cesare ferrari

How To Conduct Effective Qualitative Interviews That Will Produce Great Data (part 2)

Upstream marketing

This is the second post where I'll be talking about qualitative customer interviews and here, I'll discuss the process of preparation, implementation and their most common problems. I will also enlighten you on all the serious issues that prevent you from getting useful data for better product development. You can refer to part 1 here and follow the guide below on how to conduct qualitative interviews that yield results: Piloting Another element to the interview preparation is the organization of a pilot test with colleagues or participants. The pilot test will help you in finding out limitations, or weaknesses within the interview design and will allow you to make necessary revisions. The pilot test will also assist you with the refinement of the questions and it will be a helpful…

05Jun 2021 by cesare ferrari

How To Conduct Effective Qualitative Interviews That Will Produce Great Data (part 1)

Upstream marketing

In this previous post, I discussed the importance of VOC, especially at the beginning of a new product development process and various methodologies to collect it. I also mentioned that a VOC study should include different forms of data collection, to provide the development team with a well-rounded database of information for analyses. And one of the techniques to gather the VOC is customer interviewing. With that being said, this is the first of 2 posts that explores an effective way to conduct qualitative interviews, by employing a simple process for implementation. What Are Qualitative Interviews? Qualitative interviews are well-structured conversations with a subject that represents the targeted customer. Interviewees are asked identical questions and the questions are worded so that responses are open-ended. This structure allows the participants to…

22May 2021 by cesare ferrari

You too… Do you think that the VOC (Voice of the Customer) doesn’t Work? I don’t!

Upstream marketing

I have already analyzed; the fundamentals of the Voice of the Customer (VOC) in my previous post, and today I will go through some ideas against the VOC. Introduction Speculations have already been raised, as to the effectiveness of VOC, and to some, they feel that it's actually not needed in the process of developing medical devices. In case you're wondering if there's really a need to clarify this, the instances below should clear your doubts. A couple of friends; experienced medical device marketers once said to me that VOC is not working. And they explained further, saying that real innovations are generated by visionaries. Likewise, two sentences supporting this thesis, that I’ve heard more than once are: “If I’d asked customers what they wanted, they’d have said a faster…

Category: Upstream marketing