This couldn’t possibly work for medical device companies. Or could it?

Watch this video. It’s two minutes, twenty seconds. It’s funny.

When I started my consultancy in March 2011, my mentor asked, “Why don’t you specialize in medical device marketing?”

I answered, “Because medical devices are boring.”

He replied, “Then you can make them less boring.”

And I was sold. Indeed, one of the principal messages I hope to convey to you is this:
Medical device marketing doesn’t have to be antiseptic, overly technical, or boring.

If you watched the video, can you make the connection between the brand promise and the video?

Clearly, the featured video won’t work for any and every medical device manufacturer. But hospitalists, distributors, physicians, and others whose attention you seek are PEOPLE.

Give them a message that resonates and they’ll remember it, internalize it, maybe share it.

Do you have the courage to do something a little edgier with your brand? Should you?