If your medical device marketing results in value props that resemble the Gettysburg Address, your organization will never consistently message.
Medical device sales processes are long and complex, with many different target audiences along the buying journey. To make sure your message resonates, you have to consistently message it. Yet, far too often, your primary messaging vehicle, your sales force:
Chances are, your value prop resembles a five-course Thanksgiving dinner when what everyone wants is just a single, perfect bite.
The first step toward fixing the bloat is knowing what causes it.
You created a value prop. It’s reflected in your marketing materials. So why don’t the sales force, and the rest of the company, message it consistently?
Think backward and don’t stop until you can state your value prop in five words or fewer. Whittle away the bloat by asking yourself these questions:
Once your value prop is downsized to the length of a headline or tagline,
you’ll have met the threshold for consistent messaging and great medical device marketing.
MAKE THE SHIFT
Creating short, concise, powerful value propositions is easier said than done. That’s why it makes sense to bring in a specialist who can help. VIVO is a full-service medical device marketing agency that understands the nuance of this industry – and has been creating market-seizing value propositions for fourteen years. We use a collaborative, team-based methodology that gets to your greatness in the most direct way possible.