The Health Connective Show – Brand Perception Keys for MedTech
Let's say that your customer has three options when choosing which company to work with and which product to buy:
Option A: A large brand with a proven but aging product
Option B: A startup brand with an innovative, forward-looking product
Option C: A lesser-known copycat brand with a cheaper, good-enough product
If you've ever marketed in the healthcare technology space - and I have - then you know that the scenario I introduced above is not at all uncommon.
So, what do you do when you're a large brand? How can you maintain your dominance over innovative startups or copycat, low-cost replicas?
And, what do you do when you're an innovative startup? How can you continue to disrupt the market and capture market share from larger brands and cheaper alternatives?
This was the focus of my recent discussion with Michael Roberts, CMO of Health Connective and host of the Health Connective Show.
Topics covered in this podcast interview include:
03:10 – The Unique Challenges of Medical Marketers
06:15 – Opportunities for Startups in the Med Tech Space
08:28 – The 3 Growth Stages of Startups
09:47 – The Danger of Complacency for Larger Companies
11:31 – Brand Value and Differentiation
17:31 – How to Compete with Cheaper Copycat Products
19:38 – Brand Marketing for Innovators and Startups
21:27 – The Essential Role of Brand Awareness and Trust in B2B Marketing
Podcast mentions include: Brand Strategy, MedTech Marketing, Trust in Marketing, The Importance of Innovation, B2B Marketing, and Customer Affinity.
