Heather Johnson's Blog

What’s one piece of content that can help medical device companies persuade physicians, payers, and patients?

Patient stories.

Patient stories give a first-person account of an illness or injury, how it impacted the patient’s life, and what they tried to get better. It also describes how a drug or device affected their illness or injury and how their life changed after.

Unlike focus groups or surveys, patien...

We’re in the final stretch. You might be finalizing budgets, planning for Q1, or checking those last few things off your to-list.
 
You might be gradually winding down or wondering how you’ll get it all done. No matter your place or your pace, you’re doing fine.  
 
How will you spend the quieter days ahead?

I started M3 one year ago. Whether by email or on LinkedIn, thank you for subscribing and reading. To make sure this newsletter is as valuable as can be, I’d love your f...

Life sciences invests billions of dollars into R&D innovation. Why isn’t it doing the same in sales and marketing?

That was the theme of LINUS CEO Hamid Ghanadan’s keynote at the SAMPS (Sales and Marketing Professionals in Life Sciences) North American Conference, held in South San Francisco earlier this month.

Ghanadan’s keynote was followed by a full day of speakers, a couple panel discussions, and a workshop, all centered on sales and marketing tools and tactics. For those of you that c...

To use one of the most popular words of 2024, this has been a “weird” year for medtech.
 
Analysis of Q1 – Q3 in 2024 show an uptick in deal activity from ‘23, including some fat M&A deals (hello J&J MedTech). At the same time, medtech companies laid off employees and put their spending on a diet.
 
I reported on all this excitement for MD+DI…the article will run in December. In the meantime, I share with you one of the reports I leaned on.
 
After doing my homework for that piece, and after a convers...

Does your company want to generate “buzz” around your product or service? You’ll likely want it featured in print and/or online media.

When marketing and public relations (PR) people talk about media coverage, they throw around a lot of overlapping and confusing terms: bylined articles, branded content, sponsored content, op-eds, thought leadership… the list goes on.

If you’re not fluent in the lingo (and few people are, even marketers), you might be asking, What the heck is all this stuff...

If you’re a marketing professional that’s sweeping AI under the rug, you’ll be unemployed in six to 12 months. AI is already transforming business operations and marketing activities and we’re just getting started.

Game-changing use cases, a slew of new tools, and practical advice painted a colorful picture of AI’s influence during the Marketing AI Institute’s annual AI for B2B Marketers Summit, held today.

Paul Roetzer, AI Marketing Institute’s founder and CEO, delivered the opening keyno...

In honor of Clinical Trials Day, Clinical Leader published a three-part series designed to support those working in clinical research. Each piece features clinical research professionals who answered this question:

“What is the best advice you’ve ever received?”

Some of the tips center on job advice. Part 3 focuses on executing clinical trials. I am grateful to be included! Here’s the link to the full article.

I recently contributed my two cents to an “Expert Roundup” featured on StartUp Blogpost. The article featured agency owners, digital marketers, and start-up founders who shared guerrilla marketing success stories. Read the article here.

Spring conference season is in full swing, which means a flurry of promotion, planning, and traveling. Part of the pre-event rush includes developing marketing materials like case studies, fact sheets, and brochures. In addition to nifty swag and candy, marketing materials give attendees a reason to linger at your booth. They also give people something they can refer to later.

Company and product literature also helps sales and business development reps do what they do best. When done well, m...

B2B marketers love white papers. They are cornerstone content that educates your audiences, establishes your brand as an expert, and generate quality leads. Plus, they’re a repurposing gold mine.

But with the 10,000 other things that need your attention right now, how do you keep such a monster ship moving? With proper planning and relentless follow up. Without that, you run the risk wasting tons of time and energy on a project that never sees the light.

With marketing budgets shrinking ev...