Category: 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…

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…