It’s a common misconception that marketing only becomes involved in the last stage of a medtech product’s launch. In actuality, medtech marketing is – or should be – collaborating throughout the entire product lifecycle.

一个常见的误解是，营销只在医疗技术产品发布的最后阶段才参与进来。实际上，医疗技术营销实际上——或者应该——在整个产品生命周期中都进行合作。

From the outset, marketing teams can play a significant role in delivering research and customer input, making sure that marketing criteria are met throughout the development process. In addition, marketing teams can be invaluable for preparing the field for launch, and managing post-market activities and field service.

从一开始，营销团队可以在提供研究和客户输入方面发挥重要作用，确保在整个开发过程中满足营销标准。此外，营销团队对于为产品发布做好市场准备，以及管理上市后的活动和现场服务也是不可或缺的。

If marketing’s participation isn’t already incorporated into a company’s official product development process, they’re missing the boat on opportunities to make a product most successful.  .

如果市场营销的参与尚未被纳入公司的官方产品开发流程，那么他们就错失了让产品取得最大成功的机会。

So what are some ways marketing can further contribute to medtech product success?

那么，市场营销可以进一步为医疗科技产品的成功做出哪些贡献呢？

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租赁使医疗机构能够更自由地获取最新的医疗设备，而无需立即进行资本投资，为较小和较新的企业打开了大门。

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Upstream marketing for R&D

面向研发的上游营销

Upstream marketing takes place when marketers collaborate with product development to ensure that customer input and regulated marketing criteria has been incorporated before a new product or new iteration of a product is being manufactured.

上游营销是指在制造新产品或产品的新版本之前，营销人员与产品开发团队合作，确保客户的意见和受监管的营销标准已被纳入其中。

Teams in charge of marketing, as well as sales, have the most direct access to the field and, as a result, the best understanding of what customers require. They conduct competitive research, get input from healthcare professionals or patients, and are aware of current market conditions in real time.  .

负责市场营销和销售的团队能够最直接地接触市场，因此也最了解客户的需求。他们会进行竞争研究，获取医疗专业人士或患者的反馈，并实时掌握当前市场状况。

With this insight, upstream marketing teams can not only inform product development, but also impact the products that will be proposed. This should all be part of a formalized development step rather than marketing being consulted as an afterthought.

通过这种洞察，上游营销团队不仅可以为产品开发提供信息，还可以影响将要提出的产品。所有这些都应该作为正式开发步骤的一部分，而不是在事后才咨询营销团队。

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管理水疗连锁店必买的5款最佳软件

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选择合适的软件可以直接改善客户管理、运营效率，并促进您的水疗连锁店的增长。了解哪种工具最适合您的业务。

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Upstream marketers must choose how, when, and where to sell the product, depending upon the markets being targeted. This information will change based on the country. For example, direct sales are less burdensome in the US, but businesses in Europe might collaborate more regularly with a distributor.

上游营销人员必须根据目标市场选择如何、何时以及在何处销售产品，这些信息会因国家而异。例如，在美国，直销的负担较小，但欧洲的企业可能更经常与分销商合作。

Each of these important decisions require a particular set of marketing information, and this all takes place before being handed off to downstream marketers to publicize and sell the product..

每个关键决策都需要一组特定的营销信息，并且这一切都发生在移交给下游营销人员进行宣传和销售产品之前。

Downstream marketing for product launch

产品上市的下游营销

When design and development are underway, it’s time to plan for the crucial product launch, which includes making sure that the sales materials, labeling, and marketing collateral are available at the right release cycles.

当设计和开发正在进行时，是时候计划关键的产品发布了，这包括确保销售材料、标签和营销资料在正确的发布周期中可用。

While new features and product differentiation details are important, visibility to high-quality information is what downstream marketers in the medtech industry value most. This is why marketing needs to have access to R&D efforts and product specifications. In order to compare which previous complaints were addressed by engineering and which resulted in unfavorable outcomes, visibility is required.

虽然新特性和产品差异化细节很重要，但医疗技术行业下游的营销人员最看重的是获取高质量信息的可见性。这就是为什么营销需要访问研发工作和产品规格的原因。为了比较哪些之前的投诉已由工程部门解决，哪些导致了不利的结果，可见性是必需的。

Marketers want to know why problems occurred, how many there were, and how they were resolved. Above all, how can they include these resolutions into the quality guarantee for the next product or product iteration to ensure customer satisfaction? .

营销人员想要知道问题发生的原因、问题的数量以及它们是如何被解决的。最重要的是，他们如何将这些解决方案纳入下一个产品或产品迭代的质量保证中，以确保客户满意？

For the medtech industry, the stakes are high — with a mistake in handling a complaint possibly having a major impact on a patient’s quality of life.

对于医疗技术行业来说， stakes 很高——处理投诉时的一个错误可能会对患者的生活质量产生重大影响。

The role of product sales & service

产品销售与服务的角色

Often a medical device salesperson is in the operating room with the surgeon and occasionally knows more about the newest product than the doctor does. In order to help realize the maximum benefit, they are the ones who frequently assist physicians and other healthcare providers in understanding a device’s full abilities and newest features..

通常，医疗器械销售员会与外科医生一同进入手术室，有时他们对最新产品的了解甚至超过医生。为了帮助实现最大的效益，他们经常协助医生和其他医疗保健提供者全面了解设备的全部功能和最新特性。

Given this, salespeople receive some of the most insightful feedback and suggestions for improving a product’s design for its next generation — all valuable information for marketing and R&D to have.

鉴于此，销售人员收到一些最有见地的反馈和建议，以改进产品设计进入下一代——这些对市场营销和研发部门来说都是宝贵的信息。

For example, sales can provide real-world success stories and surgeon testimonials to marketing so they can be leveraged to demonstrate product efficacy and highlight its value proposition. Additionally, support teams, in their role, can provide feedback to marketing that helps them develop targeted educational materials for healthcare providers. .

例如，销售部门可以向市场部提供现实世界中的成功案例和外科医生的证言，以便能够利用它们来证明产品的功效并突出其价值主张。此外，支持团队在其职责范围内可以向市场部提供反馈，帮助他们为医疗保健提供商开发有针对性的教育材料。

Driving marketing’s impact

驱动营销影响力

So how can companies ensure their marketing is most productive? It requires marketing to work in parallel with product teams throughout the entire product lifecycle.

那么，公司如何才能确保其营销活动最有效呢？这就要求营销团队在整个产品生命周期中与产品团队并行合作。

For example, oftentimes, once a product has been developed and the marketing team is getting ready to launch it, there’s a scramble. They need to track down all the collateral, all the labeling, the instructions for use, videos, assets, etc., essentially everything that’s needed to package up the product and begin selling it..

例如，通常情况下，一旦产品开发完成，营销团队准备推出时，就会出现一阵忙乱。他们需要追踪所有的宣传资料、标签、使用说明、视频、资产等，基本上包括包装产品并开始销售所需的一切。

All too frequently, these materials are developed far too late in the process, well after the product is prepared to ship. The main reason for this is because all of the information they contain needs to be located, verified, validated for accuracy, and then sent to a creative team to actually produce..

这些材料经常在流程的后期才开始准备，远晚于产品准备发货的时间。这样做的主要原因是它们包含的所有信息都需要被找到、验证准确性、确认无误后，再发送给创意团队进行实际制作。

What needs to happen instead is that product and marketing teams should be working synchronously.

相反，需要发生的是产品和营销团队应该同步工作。

What might this look like in practice? As medtech marketers know, marketing collateral must go through its own lifecycle and change control processes, similar to the product itself given how strict the industry is. This means that marketing is subject to approval processes that, in any other field, would seem excessively onerous to marketing teams.  .

这在实践中会是什么样子呢？医疗器械营销人员都知道，营销资料必须经历自己的生命周期和变更控制流程，这与产品本身的流程类似，因为该行业的要求非常严格。这意味着营销活动需要经过审批流程，而在其他领域，这些流程对营销团队来说可能会显得过于繁琐。

There are modern technology platforms available that enable marketing to decide how much oversight each piece of collateral needs. These platforms can also easily set up strict controls if a specific asset needs more or less control, as well as who needs to sign off on approvals and when. Additionally, processes can be established to trigger notifications to approval teams on the engineering and product teams..

现有现代技术平台，可让营销部门决定每份资料需要多少监督。这些平台还可以轻松设置严格控制措施，以应对特定资产需要更多或更少控制的情况，并明确谁需要在何时批准。此外，还可以建立流程，触发通知给工程和产品团队的审批人员。

By customizing change controls for each piece of collateral and ensuring the product teams are part of the process, the majority of marketing material is freed up from lengthy, restrictive approval procedures — enabling companies to move quicker and more effectively with a product launch.

通过为每项抵押品定制变更控制，并确保产品团队参与其中，大部分营销材料得以从冗长且严格的审批流程中解放出来 —— 使公司能够更快速、更有效地推进产品发布。

If marketing assets are stored and managed in the same platform as a company’s Marketing Legal Regulatory (MLR) approval process as well as engineering information and activities, it enables the teams to collaborate effectively. Everyone has access to everything they need, and time to market is much shorter, which is critical in medtech..

如果营销资料与公司的市场法律监管（MLR）审批流程、工程信息和活动存储并管理在同一个平台中，团队便能够高效协作。每个人都可以获取他们所需的一切，上市时间大大缩短，这在医疗技术领域至关重要。

Working in parallel

并行工作

When marketing and product teams work in parallel, it’s advantageous on both sides — and to the company as a whole. Marketing gets up-to-date, real-time product information, while product development makes sure they’re designing the right products, for the right customers, in the right markets. This is why it’s most impactful to have marketing integrated into the full product lifecycle..

当市场和产品团队并行工作时，双方都会受益，整个公司也是如此。市场部门能够获取最新、实时的产品信息，而产品开发则确保他们为合适的客户群设计合适的产品，并投放到正确的市场。这就是为什么将市场营销整合到整个产品生命周期中最具影响力的原因。

Photo: Nuthawut Somsuk, Getty Images

照片来源：Nuthawut Somsuk，Getty Images

Chuck Serrin

查克·塞林

Chuck is the VP of MedTech and Life Sciences Industry Marketing at

查克是医疗技术和生命科学行业营销的副总裁

Propel Software

推进软件

. Formerly, as a Solution Architect and Program Manager at Stryker Corporation, he implemented and supported global PLM, QMS, and digitalization projects. Chuck has deep domain expertise on the development, compliance, and commercialization of medical device products, along with providing high-quality support in launching new products.

此前，他曾担任史赛克公司的解决方案架构师和项目经理，负责实施和支持全球PLM、QMS以及数字化项目。Chuck在医疗器械产品的开发、合规性和商业化方面拥有深厚的专业知识，同时在推出新产品时提供高质量的支持。

Over 20 years of experience across senior positions in enterprise software solutions with companies such as Agile Software, Oracle, and PTC..

拥有超过20年在企业软件解决方案领域的高层职位经验，曾任职于Agile Software、Oracle和PTC等公司。

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MedCity Influencers

医药城影响者

program. Anyone can publish their perspective on business and innovation in healthcare on MedCity News through MedCity Influencers.

节目。任何人都可以通过MedCity影响力人物在MedCity新闻上发表他们对医疗保健业务和创新的看法。

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点击这里了解如何操作

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