Originally Published MX July/August 2004

TOPSPIN

When a medtech company is redefining its marketing resources, it should remember to consider its customers—not only as a target audience, but also among its most-effective marketers.

Local hospitals and imaging centers that invest in a state-of-the-art technology often need help to market the capabilities of such new systems to their local communities. Through this fundamental customer need, the technology manufacturer is presented with a valuable opportunity to work as a partner and deliver important product and corporate messages at the local level.

The cover of a patient information brochure offers an opportunity for brand building. (click to enlarge)

One strategy companies can employ is to develop and provide turnkey marketing materials to their local customers. These can include corporate-created ads, brochures, direct-mail pieces, patient letters, press materials, videos, and other communication tools. Such materials can offer corporate and product messaging while also providing an opportunity for customer customization and brand building.