05Jun 2021 by cesare ferrari
How To Conduct Effective Qualitative Interviews That Will Produce Great Data (part 1)

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…
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22May 2021 by cesare ferrari
You too… Do you think that the VOC (Voice of the Customer) doesn’t Work? I don’t!

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…
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08May 2021 by cesare ferrari
Voice Of The Customer Fundamentals – For Medical Device Marketing

Voice Of The Customer Fundamentals – For Medical Device Marketing

Upstream marketing
In developing medical devices, there is an aspect to it that is overlooked, sometimes. And that is probably because in producing medical devices, some marketers and developers have never really understood its significance and benefits.  Well, in today's quick guide, I would shed more light on the fundamentals of VOC in Medical Device Marketing, and as you read on, you'll find every detail useful.  What is VOC?  In simple terms, the Voice of the Customer (VOC) is a process that captures customers’ needs and requirements.  In my experience in Med-tech, I've seen a lot of people use the word VOC for any customer interactions, in relation to the entire process of product development.   Sometimes VOC is used after the product’s launch, and there, the term is used as a synonym of market research, market analysis, customer satisfaction assessment, and customer…
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24Apr 2021 by cesare ferrari
A Practical Guide on Writing High-quality User Requirements For Successful Medical Devices Development

A Practical Guide on Writing High-quality User Requirements For Successful Medical Devices Development

Upstream marketing
In the previous post, I examined the crucial subject of user requirements, and I went ahead to define what it was and gave an analysis to support the claims. I figured out that I had done enough justice to the topic, as you might have found out already. However, after publishing the post, I had an interesting discussion with a friend. And I have decided to revisit the subject to provide some, hopefully useful, information regarding writing quality user requirements. Why User Requirements Are Important? As a quick recap: User requirements are a critical part of the medical device creation process and are essential for a solid foundation in product development. And if poorly written or overlooked, user requirements will lead to an unsuccessful product. What Should A Well Written…
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11Apr 2021 by cesare ferrari
How To Define User Requirements That Make Successful Products

How To Define User Requirements That Make Successful Products

Upstream marketing
Having a successful product is a growth requirement for any company and to achieve this, it revolves around the product manager, the development team, as well as the final “consumers”. In the process of medical device development, the definition of proper requirements is critical to develop a product which brings value to the customer. The role of the product manager is to constantly unveil the customers' perspective to the company and he/she must be obsessed with user requirements. What Are User Requirements? User requirements have to do with the functionalities, characteristics, attributes, and capabilities of your product. And user needs, product requirements, design requirements, customer requirements, are all synonyms of user requirements. With that being said, the basic user requirements of a medical device, consist of: What your product doHow…
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30Jan 2021 by cesare ferrari
If You Want To Build A Customer-Centric Innovation In The Medtech Industry, Then You Must Listen To The Customer

If You Want To Build A Customer-Centric Innovation In The Medtech Industry, Then You Must Listen To The Customer

Upstream marketing
Since you have been following my previous posts, I bet you are eager to know the role of customers in product development, as I am to share with you. So, let’s get started! Most companies, including start-ups, and SMEs, are quick at promoting a customer-oriented product or service, making Customers feel that they have them in mind. But in reality, how many companies investigate extensively to find out the needs of their customers or potential customers? The margin can sometimes be very minimal, that is because some companies have unconsciously cultivated the culture of speaking instead of listening to their clients. It's the same thing in the product development process of medical devices, and it sometimes seems as though Customers are not properly-consulted during this process, and they are left…
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18Jan 2021 by cesare ferrari
If You Want To Build a Customer-Centric Innovation In the Medtech Industry, You Don’t Have To Always Listen To The Customer

If You Want To Build a Customer-Centric Innovation In the Medtech Industry, You Don’t Have To Always Listen To The Customer

Upstream marketing
Does that sound strange to you? Customers are the soul of any business organization. Without them, most businesses and corporate organizations will go bankrupt, and that is a fact. As a result, companies, including the MedTech industry, invest lots of resources into customer relations and satisfaction, as it is the cornerstone for any successful business. In truth, products and services revolve a lot around customers and their needs. However, there is a twist to the rule when it concerns the Medtech industry, and in case you are wondering where this is all heading, just follow closely. Let's Begin Here: Do you realize that listening to your customers every time will not help you build a customer-centric innovation in Medtech? I know it sounds counter-intuitive and contradictory. You may want to…
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