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Expanding the Marketing Team through Grassroots Efforts
July 1, 2004
1 Min Read
Originally Published MX July/August 2004
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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.
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.
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