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:

• Unloads a kitchen sink of messages, hoping one sticks
• Changes the message each time, searching for one that works
• Doesn’t have a message at all

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?

THE CAUSE:

• You don’t know what to say, so to be safe, you say everything
• You approach your value proposition as if it’s a description of your product or service

THE FIX:

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:

• What’s the ONE thing my target audience needs to know the most?
• What topics fall outside that sweet spot?
• Can a fourth-grader recite my value prop?