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Do you believe it’s worthwhile to market a medical device used in surgery directly to patients?
To be clear, I’m not talking about durable medical equipment (wheelchairs, diabetic supplies). I’m talking about devices that “improve patient outcomes in surgery.”
Here’s the three-pronged logic I gave an industry executive:
1. IF YOU ADVERTISE TO THE PATIENT, the doctor easily can talk him/her out of the superiority claim saying, “I’ve done many surgeries the old way successfully” and “you have nothing to worry about.”
2. IF YOU HOPE THE HOSPITAL WILL ADVERTISE TO THE PATIENT, they likely won’t use your name in their ads. For example, I can’t think of an oncology claim by a hospital that mentions a medical device manufacturer by name.
3. IF YOU SUCCEED IN GENERATING PATIENT PULL, it likely will come at a cost much greater alternate ways to convince your points of distribution to use your product.
Do you agree with my logic? Do you have a counter argument?
Are you aware of any medical device that has successfully marketed a device used in the hospital or clinic directly to patients?
Managing Medical Devices within a Regulatory Framework
Having interviewed a number of members of our Medical Devices Group, Dr. Beth Ann Fiedler edited and is publishing “Managing Medical Devices within a Regulatory Framework.”
Take a look at http://medgroup.biz/Managing-Reg
The book will help you navigate worldwide regulation, consider the parameters for medical equipment patient safety, anticipate problems with equipment, and efficiently manage medical device acquisition budgets throughout the total product life cycle.
Good luck, Beth, and thanks for sharing this with the group!
What’s your opinion for Made-In-China medical devices?
Quality/Regulatory Assurance designations
Can we consider Israel representative as a part of EU representative for CE marking?
Injectable insulin pen category
Medical Device for trans-diaphragmatic pressure measurements
Make it a great week.
P.S. August is a slow month for me. If you need medical device marketing strategy and execution help, read http://medgroup.biz/Start-Here and contact me.
Chander Bhushan Sharma
Paul R. Garrett, MD
Weighing in, it was good to read some counter arguments. I agree, direct-to-patient makes sense for patient education and, for brands synonymous with the surgery (LAP BAND, LASIK), it can make a world of sense.
I still believe DTC is – to borrow a phrase from Stephen Pincus on this thread – a “fool’s errand” for most medical device manufacturers IF THE GOAL is to increase distribution and adoption.
There are many more economical ways to accomplish this.
P.S. I’ve copied this conversation on my Medical Marcom blog for posterity’s sake. You can see your contributions at http://medicalmarcom.com/medical-device-marketing/ask-your-doctor/
Ralph Polk, CBET
James “Eric” Carrubba
Hope this is helpful to folks!
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