Blog Category: Technology

In the fast-paced world of medical technology, Intuitive Surgical has become a household name. This Sunnyvale, California-based company has etched an impressive track record for innovation with its ever-expanding line of robot-assisted surgical systems and accessories.

Intuitive’s vision? Use technology to help providers standardize minimally invasive surgeries while improving clinical outcomes for their patients.

Robotic technologies are evolving at a dizzying pace. Take a look at all the features on one of Intuitive’s products (like their flagship da Vinci Surgical System line), and you might wonder if you accidentally stepped onto the set of a science fiction movie.

As impressive as all the technological innovations are, pressure remains on Intuitive to stay on top of this competitive med-tech space. How do they do it?

A lot of it comes down to marketing…

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Artificial intelligence (AI) is one of the most exciting trends in business these days. Whether it’s manufacturing or transportation, real estate or retail, these technologies are impacting a wide variety of different spaces – but perhaps most significantly in healthcare.

There’s so much potential here to explore. After all, who wouldn’t want to invest their limited resources to make better decisions and work more efficiently?

Understanding how to use AI can seem intimidating for those of us who are already struggling to keep up with our hectic schedules. Fortunately, it doesn’t need to be that way. With an open mind and a willingness to learn, you can adopt a gradual approach that applies these technologies and reaps great benefits.

Ready to see how this applies to healthcare marketing today?

Keep reading to find out!

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In just over 60 years, Edwards Lifesciences has become a household name in the medical device industry. What started as one engineer’s vision – to help people with heart disease – has grown into a thriving company with thousands of employees across the globe.

How did they do it?

And more importantly: how do they keep doing it, despite all the rapid changes in healthcare today?

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Medical Device Marketing Tips for 2021

Doctors and nurses are busy people. Even before COVID-19, back when you could chase them down the hall or catch them in an elevator, it was hard to get their attention. Now that we’re all virtual the challenge is even bigger. But you can’t let that stop you. It’s time to get creative.

Good salespeople solve problems

It’s never been harder to work in a hospital. So many processes and systems were reinvented in days or weeks. And many hospitals are facing major staffing shortages. Doctors and nurses are exhausted.

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Build Trust in Online Communities. A Healthcare Marketing Strategy.

The internet has enabled us to find like-minded people, no matter how obscure our interests. The same goes for the very people you’re marketing to in healthcare.

Patients and physicians, administrators, and insurers organize themselves into communities where they can share, engage, and interact. If you can create one of these communities with your marketing, you can attract the right people and earn their trust. It might take a change in strategy.

Here’s why it’s worth it–and what you can do to get started today.

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Step 1 – Bring all of your important content to life

You already have great content in the form of approved product brochures, sales aids or presentation slides that are ready to be shared. Now is the time to take this content and render it for online consumption. We don’t mean a PDF of your brochure – nobody will read that. Instead, tell a visual story by making the content engaging and easy to digest.

  • Add animation to your graphs and charts
  • Add thought-provoking visual elements
  • Reduce copy and long paragraphs
  • Break it down in easy-to-digest sections

Step 2 – Leverage social media channels

In this new reality of limited personal contact, social media is our best friend. It keeps us connected and informed. And it’s where your customer’s eyeballs are looking. Help your brand and message stay relevant by being a part of the conversation. The key is to share content that is short, interesting and relevant in the value it brings. Consider the following:

  • Monitor the news for appropriate post frequency & timing
  • Select the best mix of SM channels for your audience
  • Segment your message based on the audience interest
  • Employ short video stories and animated vignettes
  • Coordinate with your staff & partners to repost and share

Step 3 – Fast-track your training & education 

Once the initial shock of the pandemic settles, leaders will be looking for ways to keep their teams engaged. This will be true for non-essential clinical personnel as well as industry representatives. What better way to keep your team sharp and motivated than to offer engaging ways to improve their skills or earn CME credits.



  • Repurpose training content for webinar settings
  • Use digital tools for virtual in-servicing
  • Record all sessions to extend interaction longevity
  • Build an e-learning library

Keep Calm and Grow

These are disruptive times, but great challenges have the power to bring us together. We are here to help. Contact us for more new and innovative approaches on brand growth in the age of a pandemic.

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