[Oct 17, 2011: I just had to re-post after viewing the Hubspot capabilities video–they talk about marketing not being rocket surgery! I’ve consumed many of their helpful inbound marketing resources so check them out.]
There is a fascinating process that converts a consumer with a health problem into a patient whose symptoms have been successfully resolved. Reaching the consumer with the health problem your products can solve is a fun challenge for medical device companies. It’s not rocket surgery–which is to say it is not expensive or complicated.
Many a time the marketing department is told, “just put ads on TV and sales will take off like a rocket.” When considering Lisa’s 6 Criteria for DTC campaign readiness, points 1, 2, and 6 rely heavily on the health care professional trained to perform a branded medical procedure. The burning question is “Are your customers really ready to receive patients?” Here are ways to evaluate customer readiness:
- Does the staff understand which patient population will call and what questions they will ask to get more information about the health problem and product?
- Do the patients already in the practice know their doctor performs the branded procedure to resolve a health problem they may not have mentioned?
- Does the referral community know that their local specialist is trained to treat the health problem with the latest technology?
If all three questions can’t be answered with a solid yes, then there is work to be done at the local trained specialist point of care. Preparations can and should be simple, inexpensive and easy to implement so there are no excuses for not completing the tasks.
Next up: Simple, inexpensive “must do’s” to prepare a practice for DTC/DTP.
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