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By: Michiel Van Kets, Tue Apr 3rd, 2012
Turning a medical product into an identifiable brand and marketing a business in a digital world can be problematic if your sales and marketing teams are pulling in different directions. Healthcare web design agencies specifically tasked with creating a coherent message for your company and its brand may get the job done, but there are many obstacles in the path of a Genetic Digital healthcare web design agency that need to be understood in order to be addressed. The first is the disconnect between the roles of sales and marketing representatives which has traditionally existed. Sales reps are necessarily in positions of power because they have to go out there and get medical professionals to not only believe that your product is worthy of investment but also help them to apply it in practical situations. This means a lot of money and pressure can be applied by sales reps who are largely given the freedom to act according to their initiatives. On the other hand typical marketing personnel will be taking their lead based on the sales reps and may not come from the kind of professional background you might expect to find in other industries. This means they are often taking a back seat to sales reps and responding to their needs rather than forging their own paths and pushing projects and accounts forward. What experts have been keen to point out is that this current structure is no longer enough to help medical companies sell their wares. Healthcare website design agencies are increasingly pushing the idea that sales reps cannot simply make deals based on relationships with individual practitioners because in turbulent economic times there are far more variables being factored into each new round of acquisition and investment. Local authorities and private hospitals are putting a greater emphasis on operational efficiency and the economic benefits of choosing one product rather than another, which means a healthcare web design agency will need to be sympathetic to this sea change in the market and accommodate it via effective strategies that are not limited to outdated styles of selling. It is not only medical practitioners who need to be convinced that a given brand is worth trusting, but also an increasingly savvy public, which has a world of information at its fingertips on the internet and can quickly discover if a company has a good record. As such, medical website design agencies need to take a holistic approach to each project, which is able to adapt to opinions and perhaps most importantly, provide value for money without sacrificing quality. This high wire balancing act results from the fact that Western patients increasingly have the option to seek medical treatment overseas should they find their domestic market to be excessively expensive for the average user. Any company that is concerned about retaining and expanding its market share needs to be totally aware of the pitfalls and paths to success in the modern market, which is something that a good healthcare website design agency should be able to provide. It is only through cohesion that marketing and sales can successfully transition from promoting a simple product to a full-blown brand ideal. Experts including consultant, Dave Bennett are convinced that the 40 per cent of most companies' budgets, which is committed to sales and admin, needs to be passed on to the cause of marketing in larger quantities. Of course, this does mean that sales reps, who traditionally have had an inordinate amount of power over the allocation of budgets, will find themselves with less financial clout within a business. However, industry activists who have been pushing for change for the past half-decade believe that this is the only way that medical companies can compete in a digital world. One way of making the marketing budget work for the firm is to actually employ people who have experience in the field and compensate them at a reasonable rate to ensure they stay in the industry. This is according to marketing expert, Baba Awopetu who currently works for Nutricia Advanced Medical Nutrition. A combination of education and information will allow hospitals to gain a greater understanding of your products and it is only by using someone like Genetic Digital healthcare web design agency that know about taking this approach that you can start to outdo your closest competitors who refuse to adapt. Whilst value is obviously important to many patients and practitioners, this does not mean that they will go for the cheapest option every time when presented with all of the relevant data. 'Value for money' does not mean 'cheap and cheerful' but rather is all about extracting the greatest amount of value from the lowest reasonable outlay. This is something Genetic Genetic Digital healthcare web design agency with their fingers on the pulse of the industry will be able to explain in detail. One thing that most observers can agree on is the fact that there is a need for a change in strategy at many of the world's leading healthcare companies. Old marketing and sales relationships need to be shaken up and new techniques taken onboard if firms are to survive and, more importantly, prosper in an age where digital technology and economic pressures have altered the face of the industry. Cooperation between sales reps and marketers needs to occur on a level playing field and this kind of equality needs to be matched not only by experience but also by pay. The power of branding and marketing has never been so potent, but if you refuse to take this into account you could be left in the dust as rivals race ahead. If, on the other hand, you take the advice of many professionals and experts and invest in a marketing and sales strategy that works with the benefits of the contemporary market and is not sidetracked with perceived problems in the irreversible changes that it has undergone, then you have a hope of being the company in the lead. The vital role of a healthcare web design agency in this process should not be underestimated. Michiel Van Kets writes articles about SEO, healthcare website design, digital marketing. Being a member of the PM Society, Genetic Digital healthcare web design agency that has been involved in developing digital solutions since the early 90s, helping pharmaceutical, medical and healthcare companies achieve sales and marketing objectives via the practical use of websites, mobile technology and digital marketing. Genetic Digital is a small but perfectly formed award winning digital marketing agency that has a friendly team of digital marketing professionals, bringing technical, design and marketing expertise coupled with hands-on knowledge of the pharma, medical and healthcare sectors to ensure that your digital investment delivers tangible business results. Find more about healthcare web design today.