User:MorseCathcart929

Medical Features Tell. Medical Advantages Sell. Are you centering on your products’ features but not its advantages? We see this a lot: companies that provide a lengthy “checklist” of device features but forget to emphasize the product’s benefits. Features are important for every device and are a part of any MRD (Marketing Requirement Documentation) before product development. What exactly is feature? It is primarily a physical attribute or function of the device. It may be its shape, its size, its strength, its speed, its precision. It may be beneficial to the customer, however it is not the benefit. Medical Device Marketing Nontheless, clients - and it doesn’t make a difference if they are medical professionals, hospital administrators, medical devices distributors, or even investors - will decide whether to purchase or invest in your product based on the benefits that it delivers; and to a lesser degree, on its features. It's generally said that “features tell but benefits sell.” Benefits answer the question “what’s in it for me?” Medical Devices Distributors Yet in many medical marketing communications (marcom) of device firms, this differentiation isn't properly made. Here are some good examples that I hope could make it all much clearer: Characteristic: Our ultrasound does not take a large amount of space. It has a small footprint. Benefit: Our ultrasound is compact enough to work in any clinical setting, even the tiniest medical office. It literally takes up almost no room. Feature: The stent is flexible and can be bent into any shape or form. Benefit: Maximum flexibility enables minimal irritation to the patient post stent insertion with fewer post procedure unwanted side effects and fewer patient follow-up visits. Feature: The device is available in its own carry case which safeguards the device from damage when not being used. Benefit: Custom made casing allows you to store the device when not required or to safely move it around between facilities to maximize utilization and boost your RETURN ON INVESTMENT. Feature: The breath testing procedure takes no more than 10 min's. Benefit: Our 10 minute breath testing procedure maximizes patient turn around as well as your revenue. Medical Device Marketing You designed your medical product the way you did for a reason, depending on a certain problem that you want to solve. In your medical marketing communications (marcom), remember to spell this out to your client so your message resonates each time. This way can ensure that your medical devices marketing materials really works.