Originally Published MX September/October 2005

CONTRIBUTORS

Marketing medical products is more art than science, so even experienced marketers can learn a lot from the work of others. In this issue, MX looks at medtech marketing from a variety of perspectives--including those offered by winners in the Medical Marketing Association's 2005 International Awards of Excellence competition.

Topspin

If a company with a new medical product runs into a lack of interest from traditionalist physicians, that's not necessarily the end of the story. The next step may be to go to the consumers with news of the firm's innovative technology. Pamela Rasmussen, vice president for corporate communications at Digene Corp. (Gaithersburg, MD), recounts the success her company has had in doing that in this issue's Topspin column, "Consumer Power". Now, a diagnostic test that looks for a precancerous condition unknown to most women—until the manufacturer launched a multichannel direct-to-consumer marketing campaign—is something about which women are asking their doctors. Rasmussen can be reached at [email protected].