Is your Marketing The Beach Boys or The Four Seasons?

integrated marketing, harmonization, collaborationWhen we talk integrated marketing, we’re really talking about harmonization. And if there’s a lesson to be learned from the varied vocal styles of two of the greatest quartets of all time, this synchronization can be created in a number of different ways.


Take the Beach Boys—they used the similarities in their three or four part harmonies to seamlessly blend into a rich, full sound—kind of like the sum of the parts becoming greater than the whole—which keeps you humming long after it has stopped playing.


The Four Seasons, on the other hand, were masters at pulling together disparate vocal pieces into one utterly engaging melody, with Frankie Valli’s falsetto delivering that unforgettable punch, making sure Sherry Baby is on your lips for hours to come.


So, which is your marketing program more tuned to?

Is there one consistent element that carries throughout every piece of collateral, on your website, even down to your eblasts? This common thread could be visual in nature or could be a tagline, or maybe a stylized logo supporting your company’s overall objectives. Something that when people see it they know who it’s from.


Or is it more a collaboration of different elements that support a larger message (think Geico here)? The elements don’t need to be exactly the same—stuffed into the confines of one graphical treatment or a key phrase that doesn’t exactly fit a datasheet the same way it does an ad—but they work together and still support the main objective.


Regardless of how it is done, it’s integrated, and as we’ve learned from music icons of the past, harmony in your marketing program can work different ways and still be music to our customers’ ears.


And if you’re thinking, “Hey, what about the Beatles? They did harmony, too!”…well, let’s save them for a post on taking the world by storm…in relation to integrated marketing, of course.

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: