Burnout is real. It’s the fourth leg of the Quadruple Aim, and for good reason. EMRs and burdensome reporting requirements force clinicians to spend more time charting data than interacting with patients.
CLINICIANS HAVE NO TIME
Whether it’s going to trade shows, seeing reps, or educating themselves online, one thing is certain: clinicians are doing less of it because they have less time for it.
OUR MEDTECH MARKET RESEARCH SHOWS A DISTURBING TREND: CLINICIAN ATTENTION SPANS ARE RAPIDLY DECLINING
The speed at which clinicians peruse advertising and content is breathtakingly fast. They look only at images and headlines, not body copy, nor calls to action, and they skip right past creative that doesn’t quickly seize their curiosity.
Your medtech marketing has to get their attention immediately
Clinicians are inundated with irrelevant ads and emails. They’re overwhelmed. Amidst this onslaught, your medtech creative must have stopping power. It must interrupt them. It must grab them by the lapels and draw them in.
The secret to creative with stopping power
Understanding clinicians means understanding that they are pragmatic and relentless problem-solvers. To get their attention and keep it, your creative must not only call out their problems, it must show them how you can solve them—no small task for creative!
The margin for error is miniscule
Only by accurately understanding the problem can you accurately develop creative with stopping power. The slightest miss will cause them to dismiss your entire campaign. Success can hinge on things as nuanced as a single word or a single detail in a clinical scene. It could be imagery of a patient who looks too healthy or artificially optimistic. Clinicians live in the real world, and they expect you to relate to them with real-world imagery.
COMMIT TO ONLY PRODUCING CREATIVE WITH STOPPING POWER!
Is your medtech creative stopping customers in their tracks?
Make sure it’s meeting these 5 criteria:
Does it reflect their world? Do they see themselves in the creative? If you demonstrate that you intimately understand their experience and speak their language, your work will draw them in.
Does it create fear? A feeling of safety? Insecurity? People make decisions with their emotions, then back them up with facts. Make sure to strike an emotional chord to create an immediate connection.
Does it show them a new way of looking at the world that makes them feel uncomfortable? It should. Only then will they pursue a solution to restore comfort.
Does it make them think? Does it stimulate thinking around a new perspective? If it doesn’t, it’s just reinforcing what they already know and what they’re already doing.
Do they get it immediately? If not, you run the risk of losing them. Be sure to stop them in their tracks and not let them get away.
MAKE SHIFT HAPPEN
One way to make sure your creative has the specificity and stopping power it needs to succeed is to hire a specialized medtech marketing agency that has been doing it for fourteen years. VIVO’s strategists will find the key nuances and our creatives will bring them to life to gain maximum attention.
Reach out to learn more about how we think – and see if we are the right fit for your next launch.