Campaigning for Success

Originally Published MX July/August 2003

ADVERTISING, DISTRIBUTION, & SALES

With the right advertising and marketing expertise onboard, medtech companies can greatly improve their chances of fielding a marketplace winner.

Steve Halasey

No one in the field of medical technology marketing could plausibly believe that the job is an easy one. Even in its simplest and most-direct forms, marketing for medical products necessarily involves a number of target audiences requiring customized messages.

But today, as an increasing number of companies are exploring the potential of greater consumer advertising for their products, medtech marketing is rarely found in its simplest forms.

The following pages offer a few examples of the state of the art from some of the nation's top firms specializing in medical product marketing. On pages 41–42, readers will find a complete listing of the award winners in this year's International Awards of Excellence (In-Awe) competition sponsored by the Medical Marketing Association (San Francisco). And below, experts from several award-winning agencies offer their views about current trends in medtech marketing.