MedTech + Mindset Newsletter #048

newsletter May 16, 2023

Welcome to the MedTech + Mindset Newsletter!

This week I'm at the Special Operators Medical Association meeting and I'm talking to a lot of clinicians and introducing our product. I'm also listening to others as well...and identifying why sometimes that introduction doesn't go so well.

 

Let's talk about that...and a little Mindset too....

 

Start Small for a Bigger Impact!

Insight from Matt Tucker  

This week I've been at the Special Operators Medical Association meeting.  Guess who doesn't have time for long winded introductions? Medics that are embedded with Special Forces Units of our Armed Forces. 

 

In our effort to create a comprehensive and educational product description we often forget about a crucial element of medtech commercialization - the 15-second product explanation. Sounds challenging? It's actually a powerful, research-backed approach that leverages learning principles, behavioral science, and marketing psychology.  

 

**Why 15 Seconds?** 

 

We've been slowly conditioned to desire quick, concise information. Whether it's a tweet or a quick ad on TV, people want to understand things fast. This is particularly important in the medtech sector, where explaining complex products to customers can be challenging.  

 

However, there's a fundamental misconception that a product's introduction should be comprehensive, packed with every possible detail. This can easily overwhelm customers, leading to a phenomenon psychologists call cognitive overload. This is where the 15-second rule comes in. 

 

**Start Small, Build Big** 

 

Our brains are more receptive to bite-sized information that can be quickly processed and understood - a principle deeply rooted in learning theories such as Cognitive Load Theory (CLT) and the Chunking Theory. Both suggest that people learn and understand better when information is broken down into manageable 'chunks'.  

 

The 15-second introduction is the ultimate 'chunk' – a concise, compelling narrative that captures your product's essence without overwhelming the listener. It's like building a skyscraper. You start with a strong foundation and then add floors gradually.  

 

**The Power of 15-Seconds** 

 

The 15-second introduction is not merely about brevity. It's about clarity, focus, and impact. In this short span, you need to connect with your customer emotionally, answer their basic question of "What's in it for me?", and spark their curiosity to learn more. It's essentially an 'elevator pitch' for your product. 

 

Research in behavioral science and marketing psychology shows that first impressions matter. Within this short window, customers often form an initial judgment about your product. A well-crafted 15-second intro can create a positive impression, increasing the likelihood of the customer engaging further with your product. 

 

**Creating Your 15-Second Introduction** 

 

Here are some tips to create an effective 15-second introduction: 

 

  1. **Simplicity is Key:** Avoid jargon. Use simple language that your customer can easily understand.
  2. **Focus on the Benefit:** Your customer is primarily interested in how your product can solve their problem. Focus on that.
  3. **Evoke Curiosity:** End your introduction in a way that leaves your customer wanting to know more.

 

Remember, the goal isn't to close the sale in 15 seconds but to spark interest, create a positive impression, and pave the way for a deeper, more detailed conversation.  

 

To sum up, the 15-second introduction is a powerful tool in your medtech marketing and sales arsenal. By applying principles from learning theory, behavioral science, and marketing psychology, you can craft compelling introductions that engage your customers without overwhelming them, ultimately leading to more successful commercialization of your medtech products. 

 

Start small, build big. 

 

Are you an introverted expert in MedTech and feel like you're underachieving?

 Insight from Matt Tucker   

 🔍 Attention Introverts! 🤔

 

Tired of being told to "get out of your comfort zone" or "be more extroverted" when it comes to networking and building relationships?  That was my experience for about 20 years.

 

 💡The Career Attraction Coaching Program is designed specifically for analytical introverts like you who value authenticity in their professional interactions.

 

🌟Discover a comfortable and effective way to network, create powerful connections, and unlock new career opportunities without compromising your true self.

 

 💼No more outdated advice trying to get you to change your personality.  Shift to a tailored approach that honors your unique strengths and value.

 

💥In the program, you'll learn how to leverage your true nature to build genuine and meaningful relationships that lead to more interviews, better job offers, and increased professional success.

 

 ✨Don't settle for being someone you're not. Embrace your best qualities and learn how to navigate the professional world on your own terms.

 

 🚀Ready to take the next step towards a fulfilling and rewarding career? Click here to learn more about the Career Attraction Coaching Program and how it can empower you as an analytical introvert.

 

 

What did you think of this week's newsletter?

Loved it Great I Good Just OK Bad

If you enjoyed this, please consider sharing it with a friend, or recommending us on your social page.

 Are you following us on LinkedIn? If not, you can do that here for more updates, insights, and opportunities.

 If a friend sent you this, get the next newsletter by signing up here.

Who is MedTech + Mindset? We’re committed to providing the best information, strategies, and tactics to advance your product and career. We ignore the pablum, listicles and clickbait and only share high-quality, vetted, and actionable commercialization content.

That's it for this week.

 — Your Friends at the M+M Team.

 
MedTech + Mindset is part of the CreateNext Group, which also publishes 

     

Cutting-edge thinking & actionable ideas for MedTech professionals.


Subscribe for free and unlock new ideas for growth that you've never considered.

We hate SPAM. We will never sell your information, for any reason.