Rocket Fuel

MedTech marketing blog

Rocket Fuel is propellent for medtech marketers — your source for fresh perspectives, strategies and ideas to help you move forward faster and chaulk up more wins

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  • News

What’s new at Introworks

It’s been quite the summer at Introworks, and there’s a lot that’s new—new President, new clients, new website—where to start? Let’s dive in.  New President  Mark Fligge, who began working with us as a client two years ago,…

A Good Start is Half the Battle | Introworks
  • GTM Product Launch

One…but not done. 

Creating a category of one is a big opportunity—and no small challenge. We can’t tell you how many of our current client initiatives involve creating and building a unique category. Actually, we can–it’s four–all legitimately distinct technologies that…

  • MedTech Marketing
  • Communications Strategy

Launch your business year

Launch the Business Year at the Sales Meeting Annual meetings are for team alignment and building momentum for the year — consider it a launch of the business year. Annual national sales (or training) meetings are a highlight…

The Value Equation | Introworks
  • MedTech Marketing
  • Medical Device Messaging

The value equation

People think about value in many ways, but the common denominators tends to be emotions and money. When you calculate the benefit from a service compared to its cost, the difference is value. That’s not wrong. But if…

3 Brains, 2 Eyes 1 Way to Drive Behavior | Introworks
  • Marketing Campaign Branding
  • Brand Narrative

3 Brains, 2 eyes 1 way to drive behavior

You’ve probably heard us talk about how it’s essential to own a space in your audience’s mind. But it’s not just about the words you send there. It’s the sum total of every interaction they’ve had with you.…

Your One and Only | Introworks
  • Marketing Campaign Branding
  • Brand Positioning

Your one and only

In a hyper-competitive world, it’s more important than ever to stand out from the crowd. But with so many touting similar benefits, how do you do that? You make your way apart from the crowd, to a place…

Own Your Place in the Mind | Introworks
  • Marketing Campaign Branding
  • Brand Positioning

Own your place in the mind

You love your brand. You live your brand. And you wish others would, too. But while you’re the center of your own world, you’re not in the world of your customers. Not yet, at least. Because you have…

Buck the Biz Babble | Introwoks
  • Marketing Campaign Branding
  • Strategic Messaging

Buck the biz babble

We’ve all been there. At the airport, next to the guy with ear buds pacing back and forth, seemingly talking to himself as he prattles on about “synergistic asset allocation for seamless transparency.”  Uhhh…we have questions. First, why…

A Horse with Stripes | Introworks
  • Marketing Campaign Branding
  • Strategic Messaging

A horse with stripes

In product launch, a genuinely new and different or complex product can be tough to market, because your audience just doesn’t get it. They don’t know what it is, let alone why they want it. They need a…

Keep Your Core Tight | Introworks
  • Marketing Campaign Branding
  • Strategic Messaging

Keep your core tight

In our last blog, we talked about Avoiding the Vanilla Umbrella—messaging so generic and blah it could apply to everyone, without really saying anything, or exciting anyone. In this installment, we’re back with another strategy you can put to…

Avoiding the Vanilla Umbrella | Introworks
  • Marketing Campaign Branding
  • Strategic Messaging

Avoiding the vanilla umbrella

In an earlier blog, we talked about the importance of being emotional. Once you get on an emotional footing, you’re up for the next task: Keeping it simple. But here’s the rub: That’s hardly simple to do. Keeping it…

Kindergarten for PhDs | Introworks
  • Marketing Campaign Branding
  • Strategic Messaging

Kindergarten for PhDs

We’re extremely fortunate to get to work with brilliant people—recognized thought leaders in their fields, people who take on extraordinarily complex challenges with mindboggling intelligence and insight. But all that brainpower can sometimes be a burden. Bright people with…