Clinical may say,
“Marketing doesn’t need to be involved yet. We’re not designing a campaign; we’re designing a clinical trial.”
This is true, of course, and your clinical team is hard at work developing protocols and gathering the data needed to get to approval. Their job is complex and vital to launch — and getting that “safe and effective” stamp is the underlying objective.
Marketing may say,
“We want superior and differentiating claims for this product, but clinical won’t work with us to elevate clinical endpoints that will get us something more beyond “safe and effective.”
There can often be a large divide between these teams, resulting in miscommunication and misunderstandings that prevent them from working as the integrated, collaborative, and informed team needed to move a market.
So, what can be done? We’ve worked with medtech companies across a multitude of specialties and have seen some common threads that help determine success. But the key to success from our perspective? Alignment.
Just like a vehicle’s suspension, your mechanic will say that the key to proper alignment is adjusting the angles of the tires which affects how they make contact with the road. If your road is the path to approval, your wheels are the teams it takes to get you there. Getting them angled together towards that common goal is the secret — it gets you there faster and builds a foundation for a seamless transition when you go to market, so you can start improving patient care and delivering significant return to investors.
Align Teams, Early
We’ve seen this happen time and time again in our work. When teams are aligned at the start of the product cycle, before study protocols are even written, great things happen. When a trial is designed with health care claims, product positioning and customer messaging in mind, everyone wins. Marketing may not know how to write a study protocol, but they can provide valuable insight and act as the voice of the customer in the development process. They work closely with the Sales team in the field, and know the clinical evidence required to move customers along the marketing funnel. Having a discussion around what your prospective customers care about before designing a clinical study, will ensure that your organization will be able to go to market with differentiated messages once the product is approved.