Industry Insight: Medical Device Manufacturing

medical device manufacturing, medicine, healthcareWith the initiation of the Affordable Care Act (ACA) last year, which placed a 2.3% additional revenue-based tax burden on medical device manufacturers, the landscape of medical equipment has changed. Already competing with price pressures in a global market and increasing regulatory demands, this market has quite the road ahead of it.

In addition to business pressures, patients and medical professional alike are increasing the expectations of this equipment and what functions they are expected to perform. While medical data is certainly available to facilitate diagnoses and improve patient care, this can only be done through the electronic equipment that serve this industry.

A far cry from the humble stethoscope, modern medical equipment is expected to adapt to a patient’s physiology, talk to other interconnected pieces of equipment and share information in real time, while accurately monitoring a patient to help determine the correct treatment, ailment or cause of a medical situation.

Medical electronics need to be rugged and reliable, while being mobile and money-saving. Even MRI machines, the behemoth of medical equipment, are now placed on trailers and driven to facilities to perform scans of patients. Conversely, patient-wearable diagnostic equipment, such as a surgically-placed defibrillator, is constantly subjected to the daily rigors of the patient who touts is around.

A major aspect that has fueled these advancements within the medical device industry is ruggedized electronics with denser functionality, and this trend is set to continue. The trick will be to balance innovation and growth with function and cost, keeping product development on track, while providing a good return on investment.

For more insights on technology and healthcare, check out this article:


Video for B2B… As If There Were Any Doubts…

Business to business video marketing tipsIf you haven’t jumped on the video bandwagon yet, now’s the time to do it!

However, if you’re still contemplating the power of video as an effective communications tool for B2B, consider some compelling facts:

  1. Advances in smartphones and tablets makes video viewing simpler, raising the users expectations of content delivery on a mobile device.
  2. YouTube is the second largest search engine in the world with more than 1 billion unique users visit YouTube each month (stats per YouTube, mind you, but we don’t doubt it.)
  3. Google offers AdWords for video, applying the same PPC principles as a text-only program-you decide where, and when, your video ad shows up…and who sees them.

Now, if you’re ready to start the cameras rolling, keep these tips in mind:

  • High quality production of video is still important, but ‘shot on-site’ footage also offers a captivating, real-world feel with which viewers can connect.
  • Brand your channel-it is an extension of your marketing portfolio.
  • That said, integrate videos with other marketing tactics-they are most effective when brought into the fold. You know the drill, sum of the parts and all…
  • As is true for any online content piece, keywords are critical to traffic generation and rankings.
  • Keep is short & sweet—two to three minutes is an ideal length, but shorter pieces are effective as well. If you have to go as long as five minutes, make sure there’s enough compelling information to keep viewers engaged.

So, why is video so powerful. Images help retention, and in today’s fast-paced business environment, being able to make that lasting impression is critical to success. The viewer will retain the information longer with a video.

What better way for people to ‘get it,’ than tying a visual image in with your technical data. If more info is needed, they’ll find all they need, neatly organized on your easy to navigate website, of course…right? But get them interested visually first.

Given all these attributes, it’s no wonder that video has emerged as a B2B superstar…and it appears that it’s still rising in usefulness. For some more details, read this article by PR News that explains the benefits of using YouTube…and why it shouldn’t just be a “nice to have” thing. And this great video infographic demonstrates additional insights into why so many marketers are using video and why you should be, too!