A Perspective on Healthcare Communications in the New Economy

January 15, 2012 | Blog | 0 comments

Over the past few months, cialis generic I’ve been hearing more and more medical device manufacturers talk about how they are adapting their product development, marketing and sales efforts to meet the needs of increasingly cost-conscious healthcare providers.

While writing a recent white paper for one of my clients, GHX, a representative from Boston Scientific explained that while the clinical voice of the customer will always be critical in shaping the direction of a medical device supplier, manufacturers now need to adapt to a changing customer voice that addresses the financial pressures facing their customers as well. He calls this the “blended voice” – one that represents the clinical and economic benefits of a company’s product and service offerings.

As a PR consultant who has worked with medical device manufacturers for over a decade, it has been interesting to experience how the industry has evolved to meet the changing needs of its customers. If I look back on communications materials that I developed 10 years ago, the terms “financial pressures” and “economic benefits” are nowhere to be seen. Quite honestly, back then I was planning/executing high-end events for anesthesiologists on behalf of one device manufacturer (featuring gourmet dinners, whiskey tastings and luxury hotel accommodations – how much things have changed!).

In recent years, I too have found myself communicating with a blended voice on behalf of my clients. I guess it all comes down to the fact that if healthcare facilities survive and thrive then we all survive and thrive – clinicians, administrators, healthcare workers, suppliers, distributors, consultants/companies allied to the industry – and most importantly, the patients (a role that we all take on from time to time).

Kara L. Nadeau

Founder and President of KLN Communications, Inc.