7 steps to creating medtech marketing content that gets results

Easy Steps to Creating

Marketing Content that Gets Results

and Keeps Your Regulatory Team Happy Tom McCall

Vice President, Chief Marketing Officer ICU Medical, Inc.

tmccall@icumed.com > http://tiny.cc/7easysteps

Who Am I, Anyway???? •  Almost fifteen years

as a medical device marketing/brand VP

•  More than a decade on the agency side

•  I’ve been a marketing geek my entire career

What is Content

Marketing Anyway?

Balancing Clinical, Emotional and Financial Content

Developing & Delivering Clinical, Emotional and Financial Content

Greater Frequency

Greater Volume

More Emotional Messaging

More Clinical/Tech Messaging

Off- and On-line advertising, promotion, social media, digital engagement activities

Website, brochures, collateral, videos, competitive comparisons, etc.

Clinical & lab studies, peer reviewed studies, case studies, etc.

Start With Vetted, Cleared, And Clinically Rich Solution-Based

Content

1

Start With Vetted, Cleared, And Clinically Rich Solution-Based Content 1

Break It Into Bite Sized

Bits

2

Break It Into Bite Sized Bits 2

Avoids Delay In Critical

Patient Care

Avoids Patient

Discomfort & Pain

Avoids Unnecessary

Costs

Helps Reduce Risk of Infection

Humanize the Data:

Turn Statistics Into Stories

3

3

Bring The Stories To Life

With Strong Visuals

4

4

Communicate Consistently

Across A Broad Range Of Platforms

5

5

Always Provide A Way Back

To The Source Data

6

6

Repeat! 7

Easy Steps to Creating

Marketing Content that Gets Results

and Keeps Your Regulatory Team Happy Tom McCall

Vice President, Chief Marketing Officer ICU Medical, Inc.