You have a powerful weapon at your disposal to close more business. Right now, many medical device companies are successfully using this weapon in their marketing campaigns. You probably already have the capability to effectively use this tool. And over 70% of your prospects want to see these included in your marketing content.

Welcome. I’m so glad you stopped by.

Marketing’s Critical Challenge

Marketing Mangers Shaking Hands

Today, marketing is generating high quality leads, moving customers through the sales funnel, and closing sales. Driving real business growth has become marketing’s biggest priority. In fact, 96% of marketers feel that they play a critical role in driving ROI and growth for their business.

Why are you facing this new command for growth? Mainly, it’s because you’ve always been accountable to both your customers and your business. This unique position makes you a central player in both creating great customer relationships and driving ROI. Consequently, you probably are taking on more responsibility to lead and measure growth.

Curiosity Gap Frustrated Marketing ManagerAnd like most marketing managers, your sales budgets increase every year. The bar keeps going up so you are always under pressure to do more. But a lot of issues always seem to get in the way. Among these are:

  • Funding or budget limitations. Big ideas are costly and can be risky. Spending often gets allocated to the sales department. You have to be creative when on a budget.
  • Talent acquisition. Good talent is hard to find. Few are capable of handling all elements of a digital marketing campaign. They may be strong at managing the process but weak in developing creative content.
  • Firefighting and mission creep. You’re overworked. You spend valuable time fighting fires, reading emails, and taking phone calls. And you have viable projects that get bogged down in details which prevents you from focusing on more important initiatives.

To unleash this weapon doesn’t require a big budget, in-house talent, or much of your involvement.

An Educational Marketing Weapon

So, faced with these issues of short on budget, talent, and time, what weapon can you easily use to close more business? One that is cost effective and can be quickly developed?

Case studies. Yes, use your customer success stories. You probably have a multitude of success stories to share with your prospects. More importantly, over 70% of your prospects crave them. Nothing is more powerful than one customer sharing with another how your product or service solved their problem or made their life better.

For example, do you have a doctor or hospital that your product or service reduced hospital readmissions, improved quality of care, or shortened length of stays? If so, then tell your prospects. They want to hear this story. Your prospects are probably experiencing the same problems that were previously experienced by your now happy customers.

For patients, show them how your product improved another person’s quality of life. Patients have specific health issues such as diabetes, heart failure, and coronary artery disease. Show them how your company improved the quality of life of people with similar problems.

Case studies provide strong third-party validation that prospects crave as they near their purchase decision.

The Curiosity Gap

But case studies must be written properly. Each must be informative, yet hold the reader’s attention. Some experts say we have the attention span of a goldfish – 9 seconds. However, that’s not the prospect’s fault. Keep them interested and their attention span can be quite long. Effective case studies create a curiosity gap to maintain the customer’s attention.

What is a curiosity gap? It’s the gap between what a prospect knows and what they want to know.

Marketing Managers Considering Curiosity GapYou probably watch some reality TV. They are masters at keeping your attention by using curiosity gaps. Take home improvement shows. Several begin with a happy couple selecting the perfect house to renovate. It’s their “forever home.” Life is exciting and full of hot fudge sundaes.

Then, problems arise and their hot fudge sundae mutates into a gooey chocolate mess. They encounter issues with electrical, roofing, plumbing, and more. The tension mounts. Life is not as exciting when their bank account is being drained. This keeps us watching. People love train wrecks. We want to see if this house can be put back together again.

Finally, the big reveal … usually after a well-placed commercial break. Did you know that the cost of the commercial time immediately prior to the big reveal is the most expensive of the show?

Why? Because, while viewers may tune in and out throughout the show, no one leaves just prior to the big reveal. We need closure.

A well written, compelling case study can create that type of journey, complete with tension and closure. A journey that resonates with your prospects and provides them with third-party validation that your solution works.

You have success stories. Your prospects want to hear them but you must hold their attention throughout the case study. Using a curiosity gap is an effective strategy to accomplish this.

April 22, 2020