So I’m making phone calls today, following up with folks who indicated an interest in my medical device conference happening in two weeks.
It inspired this post to remind you: Your First Brand Impression May Be The Way You Treat Your Callers.
Read a sample of what I encountered and ask, “Do I treat my callers the way I would like to be treated?”
On my site’s SnapEngage (which I strongly recommend you put on your site), I just got this question and thought it worth sharing.
“Hey Joe, I have a job interview at a company that produces medical devices. I applied for a marketing job, I have worked in the automotive sector so far. What are the dominant marketing tool in the medical equipment industry? I would really appreciate a reply!”
Here’s my reply.
Click to enlarge
As of this writing, George Takei, Star Trek’s Mr. Sulu, has a 3.7-million-fan Facebook following. A gay, married man, George is a strong and visible proponent for the LGBTQ community who recently shared the image I’ve posted to the right.
Why am I sharing it with you?
What could it possibly have to do with medical device marketing?
Hosting a Medical Device Conference is a high-risk venture.
My April 10x Medical Device Conference in Minneapolis will cost me tens of thousands. So mistakes could be very costly, indeed!
Luckily, I met Scott Frangos of Webdirexion.
Scott showed me an easy and inexpensive way to test the medical device conference website design before we launched. Consider doing the same when next you refresh your medical device website.
Tom Fishburne is an inspirational cartoonist and focuses exclusively on marketing satire. A Harvard grad, speaker, and former VP of Marketing, his insights have me coming back each week for his latest piece.
This one was simply too good not to share.
Need a new medical device website? Not so fast.
When you know the answers, put them in your creative brief. Then let’s talk.
One of my fondest early jobs was “Ice Cream Clerk” at Frusen Gladje in Bay Ridge, Brooklyn circa 1983. They had a Ms. Pac-Man game there. I used to play with the “nice” boss after work.
Then there was another boss. Let’s call him Bill. (His name was Bill.)
Bill was a bit of a jerk. Way into body building. Physically intimidating.
Anyhow, it was Bill who taught me a lesson I never forgot.
I was giving a presentation about medical device lead generation when an audience member challenged me.
“I don’t like when I visit a site and they try to sell me.”
I had a strong and immediate reaction to her statement. Hear me out.
You really think I’m the strongest medical device marketing consultant you’ve ever met?
The expert for marketing medical devices?
The best speaker at the medical device conference?
You make me blush. Or should I say, I make me blush.
As surely as today’s post will benefit me (read why), you’ll benefit too … if you follow my lead.
ROR, or Return on Relationship, is the value accrued by a person or brand due to nurturing a relationship. ROI is simple dollars and cents whereas ROR is the value (both perceived and real) that will accrue over time through loyalty, recommendations, and sharing.
I’ve written before about Ted Rubin, the most followed CMO on Twitter. (See video.) Ted coined the phrase “Return on Relationship” because (in his words), ‘Everything comes down to relationships.’
I more than recommend his new book, “Return on Relationship.” I live it.
I bet you’d love your medical device story picked up by The Wall Street Journal, New York Times, The Huffington Post, WebMD, and the like.
Of course, I’m talking about the online versions. And online, there’s only one currency.
The click.
I’m Joe Hage, a Wharton MBA and 20-year marketing professional. I specialize in marketing communication, strategy, and lead generation. Discover my Medical Devices Group on LinkedIn and meet me at the Medical Device Conference.
