Medical Marketing Masterclass
Build your team’s Med Tech marketing skills with
this customized training course
Our live training workshops are custom built
to enhance marketing team skills in an engaging way.
Many Med Tech marketers we speak to are frustrated with the lack of specific training opportunities.
Marketing training for healthcare tends to focus on pharmaceutical marketing. Generic marketing programs don’t address the specific challenges Med Tech marketers face.
Therefore, we created our Medical Marketing MasterClass. It's the ultimate program to build your skills for success in the medical technology industry.
No two Matchstick MasterClasses are ever alike.
Our course is not canned and pre-packaged. We take the time to understand your team and your biggest challenges in advance. Then we custom-build our live workshop to enhance the skills that your team needs the most.
The result is immersive training that is laser-focused to address your immediate needs, whether it's developing or launching a new product, creating brand differentiation, or building technical skills.
For example, in a recent workshop on Developing Marketing Claims, we used our client's competitors' brochures in the group activities. The group got to apply new concepts and have an immediate impact on their business.
Impactful development, immersive learning
You'll experience a fun, engaging environment that really gets you and your team thinking in new ways. We use a mix of presentation, discussions, and group exercises. You'll have the opportunity to share your own challenges and begin to work them through as a group. We avoid an academic approach and focus on successes and pitfalls. You receive the insights, information, and tools to implement the concepts right away.
Who should take this training?
Our course is a great way for Med Tech marketers to increase their contribution to company goals by improving ROI and marketing excellence.
Teams that work together will especially benefit from experiencing the program as a group. Some candidates for this course include those:
- Entering marketing from another discipline (sales, engineering, clinical, etc.)
- Working on a multifunctional team in a marketing role for the first time
- Entering device marketing from outside the Med Tech industry (consumer, pharma, etc.)
- Developing skills so they can move from another function into marketing
Chose a one day class of our most popular topics
We most commonly offer a live, one-day training program that consists of four 90-minute modules. Shorter or longer versions are also available based on specific needs. Our trainers will come to your facility to conduct your customized training session. Select from modules in popular areas, or craft a course to meet your specific needs. Here are some recommended arrangements:
Recommended Module Arrangements
Develop new products
- Marketing Research for product development
- Running a marketing research project
- Developing marketing claims through clinical trials
- Translating customer requirements into product requirements
Launch new products
- Marketing Research for product launch
- Product positioning and branding for value
- Managing the creative development process
- Working with the sales organization
Differentiate your brand
- Marketing Research for Brand Power
- Integrating market intelligence into strategy
- Product positioning and branding for value
- Measuring & communicating marketing impact
Improve your technical skills
- Marketing Research and the product lifecycle
- Developing marketing claims through clinical trials
- Translating customer requirements into product requirements
- Working with technical team members
Build classical marketing skills
- Marketing research and the product lifecycle
- Product positioning and branding for value
- Managing the creative development process
- Measuring & communicating marketing impact
Or, create your own custom class
Here is a list of all the training modules that you can select from, to build your customized course.
- Med Tech-Specific Marketing Research Skills
- Classical Marketing Skills
- Med Tech-Specific Marketing Skills
Marketing Research & the Product Lifecycle
- Understand each research methodology
- Understand the basics about some poplular approaches to each (conjoint analysis, focus groups)
- Learn to match the methodology to the objective
- Identify best practices for partner selection
Marketing Research for Product Development
- Understand Voice of the Customer as a way to explore the needs of your real stakeholders
- Learn methods to identify use and perception across procedures and products
- Learn to prioritize features through product concept testing
- Understand the role of choice modeling to optimize your product design and price
Marketing Research for Product Launch
- Learn customer segmentation and profiling
- Develop an effective product positioning
- Select messages and images for impact
- Evaluate the success of your campaign
Marketing Research for Brand Power
- Measure and track your brand
- Discover differentiation using various methods (unmet needs, correspondence mapping, perceptual mapping, purchasing drivers)
- Track progress and trend customer interactions
Run a Marketing Research Project
- Develop clear and actionable research objectives
- Write an effective research brief
- Understand your role in selecting methodologies and developing the survey
- Learn techniques for setting expectations and communicating results with internal teams
Integrating Marketing Intelligence into Strategy
- Select the right approach based on your objectives
- Benchmark for success
- Create actionable insights from data
- Communicate effectively to leadership
Product Positioning & Branding for Value
- Identify customer pain points
- Assess competitive positioning
- Develop market positioning
- Create strong value propositions
- Develop your integrated Brand Promise
Managing the Creative Development Process
- Create clear and actionable creative objectives
- Write effective Creative Briefs
- Understand the roles of the players in the creative process
- Develop a roadmap to select and work with creative vendors
Measuring and Communicating Marketing Impact
- Learn techniques for measuring ROI
- Discover other ways to measure campaign success
- Build leading metrics
- Identify best practices for setting expectations and obtaining buy-in
Translating Customer Requirements into Product Requirements
- Identify & prioritize customer requirements through market research
- Work with R&D to translate customer needs into product requirements
- Utilize best-practice tools for setting parameters of acceptable performance
- Provide feedback through the product development process
Developing Claims Through Clinical Trials
- Understand the need for strong claims
- Identify the desired claims for product launch
- Ensure trials are designed to capture marketing claims support
- Identify potential partners in the claims development process
- Learn contingencies when desired claims cannot be supported
Working Effectively with Technical Team Members
- Understand the responsibilities of the technical members on your cross-functional teams
- Learn what technical team members understand about marketing
- Clarify what technical team members need from marketing
- Discover ways to increase marketing credibility with technical teams
Working with the Sales Organization
- Understand the role of the sales representative
- Envision a day-in-the-life
- Understand sales motivators
- Discover what sales needs from marketing to be successful
Marketing on a Budget: Doing More with Less
- Understand the role of a good MarComm manager
- Explore the value of Big Agency vs. Small Agency
- Learn to integrate activities to create the “flywheel effect”
- Compare the value of Inventing vs. Repurposing
How Do We Price Our Training?
The pricing for the one-day, customized program is fixed per-person, starting at $1500. We do offer variations, based on your needs, as well as volume-based discounts. Our prices include all training materials, tools and templates. We bill travel separately in addition to these fees.
