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How to Market Your Blog Articles

On: By: admin

So, you’ve written a great blog article for your business and you want to share it with the world. Why not? Everyone should know about your great product or service, right? While that’s certainly true, let’s take a few steps first to ensure you know how to market your blog articles. After all, you wouldn’t want to put so much time and effort into your blog articles and have it fall flat.

Review Your Blog Article

Is your blog article interesting to others? Do you speak clearly and in a comfortable tone? Do you get to your point quickly and support it with relevant information?

You’ll want your blog article to be interesting to others-and shareable on social media. So, take the time to look at it with a critical eye. And be sure to correct any spelling, grammar, and clarity issues with your copy. You don’t want to be misunderstood or turn someone off because your blog has numerous errors.

Better yet, have a professional review your blog article and proofread/edit it for you. They’ll catch things you may not have, and your blog will be exponentially better for having a professional review it.

(HINT: Spell-check is not your friend. It won’t catch everything, and neither will you. Even proofreaders need proofreaders.)

Know Your Audience

Do some research about your audience, preferably before you start writing. Who are they? What are their dreams, hopes, desires, worries, and fears? What is their problem and how do you solve it? How would they want you to relate to them? Should your copy be casual and conversational or more formal and educational? Create a detailed customer profile, down to what they eat for breakfast, how they sleep and exercise, and what they do for fun. Get to know your audience first, and it will pay off later.

Optimize Your Blog Articles

You can have the greatest blog in the world, but if no one finds it then what does it matter? Before you post your blog, be sure you’re taking every step to optimize it so that it shows up in search engine results. Here are a few things to keep in mind.

Choose a longtail key phrase and use it in multiple places. Think about what people type into a search engine. Simply type your subject matter into a search and see what auto populates. This will give you some clues about what people are looking for. (HINT: It’s best to do this before you start writing.) Of course, you can also invest in keyword research for your website and subject matter. That way, you don’t waste time trying to rank for low-volume searches (practically no one is searching for that) or high-competition searches (you’re competing against the big guys here).

When you’ve decided on a key phrase, be sure to use it in the following places:

  • Headline (H1)
  • First 100 words, ideally first paragraph
  • At least one subheading (H2, H3)
  • Several times throughout
  • Call to Action
  • URL (blog page web address)
  • Title Tag (page name in search engine results)
  • Meta Description (description in search engine results)

Add Imagery

Plan on using one to three royalty-free images for your blog article. You’ll want to designate one as your feature image and, depending on the length of your article, add one or two more to break up long sections of text. Choose images that enhance your writing and add visual interest. Remember that the image may be the first thing people notice before reading your article, so keep it interesting.

Post It, and Don’t Forget about It

Once your article is posted, pay attention to any engagement. If your blog receives comments, take the time to comment back and engage with your followers. They want to feel noticed and valued too. Answer questions and encourage continued communication.

More on How to Market Your Blog Articles

Posting your blog is only the beginning of your marketing efforts. At Precise, we encourage you to create three different social media posts for each blog article. Optimize your post for each channel (e.g., 280 characters or less plus 2 ̶ 3 hashtags for Twitter, additional hashtags for Instagram) and use an image with each post too.

Test and measure each social media post to see which ones perform the best. Take your best performers and continue to schedule these posts on social media in the months to come (on different days and at different times).

Repurpose Your Blog Article Content

Next, make your blog articles work quadruple time for you by repurposing your content. You can take your social media post a few steps further for even more promotion. Here are a few ideas:

  • Create graphics using a few key takeaways from your blog
  • Create a video short with key points as well
  • Record a video of you talking about your blog. Include a few extra tidbits.
  • Record a YouTube video version of your blog.
  • Record a podcast version of your blog, or chat with another expert on the subject matter.
  • Link to other related blogs on your site to keep visitors interested.
  • Use your blog in promotional materials.
  • Add an email opt-in/sign-up on your blog posts.
  • Add social sharing buttons for each blog post.
  • Link to your post with a teaser in an e-newsletter.
  • Add your profile to your blog. Let people know who you are.
  • Create an infographic to go with your blog.
  • Submit your blog to an e-zine.
  • Submit your post to RSS directories.
  • Join a social sharing group.
  • And more!

Take action on a half dozen or more of these ideas, and you’re sure to garner attention for your blog article.

12 Ways To Profit From Non-Performing Real Estate Notes

On: By: admin

Non-Performing Notes (NPN’s) are an excellent way to invest in Real Estate, without getting dirty, or dealing with toilets, termites, or tenants. It involves buying the defaulted mortgage and promissory note from a bank, hedge fund, or its current owner. Now you are the bank, and no one ever calls the bank if the toilet is clogged, so you can have a restful night and weekend.

The promissory note, or note for short, is a secured debt, attached to the mortgage on the house. Depending on the state, the mortgage might sometimes be called Trust Deed, Contract for Deed, or Land Contract, though they are all instruments used to buy a home. Once the note is paid off, the mortgage & note is marked as paid, and the owner has full title to the property.

However, life throws many problems at us, and for whatever reason, someone stops paying the note off. They could lose their job, spouse, or sadly, their limbs and they don’t have the money to make the payments at this time.

When this happens, the banks for the most part really don’t care, and just want their money past due, now! They are not that good at getting them to repay no matter how hard they try, as you can’t squeeze blood out of a rock. Nor do they want the property back. When they can’t get the homeowner to pay, they want to clear this bad debt off their books. They sell them in bulk by the truckload to equity or hedge funds, which then sell them off by the case or the bottle to investors.

These defaulted and secured notes are available for pennies on the dollar. Ideally the goal would be to try to get them to repay. Getting them repaying is goal #1 goal, though it does not always work that way, so here is a list of 12 exit strategies to profit from them as investors.

Since you now own the note, and are now the bank, you can do whatever you want, and if you are creative, you can come up with many ways to exit.

Here Are 12 Ways To Profit From Non-Performing Real Estate Notes:

1. Repay or Modify The Note

The #1 goal is to help the homeowner stay in their house, and since the new owner paid very little for it compared to the value of the property, they can forgive some of the past due amounts, and still make a nice profit, though only If the homeowner wants to stay. You can lower the unpaid balance, payments, interest, or any combination of the three. After 6-12 trial payments to show good faith, we can modify the loan with any term we want.

2. Assumption Of Note By Someone Else

Since we own the note, we can find a family member or friend of the homeowner who would like to move in, and have them start repaying the monthly payments. If they keep paying, there is no need to modify the terms if it’s mutually agreeable to both parties.

3. Resell The Note For A Profit

Many people are looking for NPN’s, and they can be resold quickly for a higher price to another investor. Sometimes this makes sense to get a small amount upfront vs. spending time and money on a note that be a little too hairy, or you need the funds quickly.

4. Short Sale

If the homeowner has equity, a short sale is a good way to let them exit, and get their equity out. It requires our blessing as the mortgage holder, and a Real Estate Agent who will list it on the MLS. It’s a win-win for both parties.

5. Deed-In-Lieu Of Foreclosure

If the person does not want to stay, the next exit would be to ask them to sign the deed over to you in lieu of foreclosing or a DIL. Many times they will do this if they are upside down, and just don’t want the headache any more. It allows them to “save face,” exit with dignity, and we will not go after them for any amounts owed over the sale price, as well as not filing a 1099 with the IRS.

6. Cash For Keys

Sometimes they want to leave and they have equity, or are just being stubborn. This is when we offer them cash to leave, and sign the deed over to us. We typically give them a small amount to show good faith, then, give the rest after they leave the place cleaned out, and not damaged. The amount can vary from $500 to $100,000 or more depending if it’s a shotgun shack in the Ozarks vs. a $3 million Manhattan condo.

We saw a note for such a condo, and the person living in it was a retired schoolteacher with rent control, whose monthly payments were less than the taxes and HOA fees & they had no desire to move. The note was being offered for $1.5MM, so even a $500,000 cash for keys would have been a good deal to have a $1MM profit!

7. Foreclosure

Foreclosure is our last resort when all else fails. On a vacant property, we always start foreclosure right away. If the homeowner is still there, and refuses to work with us, we also foreclose. This takes anywhere from 2 months to 4-5 years, depending on the state. We will also pursue a deficiency judgment for any balance owed us over the price we get for selling the property when we have title, and if they are really jerks, we can submit a 1099 to the IRS for that amount.

The last three exits above are the starting point to obtaining title to the property, and also have multiple exits depending on how creative you want to be.

8. Sell As-Is

You can then just sell the property AS-IS to a rehabber or handyman, on your own, or with a Realtor. Advertising on Craigslist or at a local Meet Up is a great way to sell this.

9. Fix & Flip

In this case, you are like a traditional rehabber; you obtain title, fix it up, and sell it to a homeowner or investor as a move-in ready property for more than As-Is.

10. Fix & Rent

You can perform a low cost rehab, using lower quality paint, carpet, and tiles to rent out if there is a shortage of rentals in the area. Though you are now a landlord, and have to deal with the toilets, tenants, termites, roof, hot water, and all the other issues since you own the house.

11. Fix and Sell

This is a great way to create your own paper. You sell the rehabbed property, either As-Is or fixed up to a homeowner, typically for a higher price than selling. Since you are the owner, you can create a note out of thin air, and a mortgage or Land Contract or Contract for Deed that has terms the homeowner can afford and collect the payments, just like the bank for 20-30 years.

12. Fix, Rent, And Sell To An Investor

You can sell a “loaded” rental to an investor as a turnkey investment, typically for a higher price than a standard fix & flip. One method is 25% to 50% down, and write a seller carryback note that will use the rents to pay the balance off, with a monthly payment that is lower than the rent, so the investor gets some cash flow each month with the difference. This way, the renter pays off much of the cost of the property.

With so many ways to profit from a defaulted real estate note, it’s hard to lose money unless you pay too much for the note. There are no bad notes, just overpaying can get you into trouble.

Music Reigns In You

On: By: admin

Music as we all know, is the act of relating musical notes, in the production of an audible sound. Music has been in existence since the creation of the world, which virtually most of us cannot date. Music in its real sense is the soul of life, because in our everyday life, everybody have a time to sit and actually reason on what it is we want to do at our leisure time. Most leisures are spent listening to music. There have been, different kind of music, some of which will be mentioned in this article. Hip-hop, rap, pop, jazz are examples of music often listened to, in the western world. In Africa where i am from, Highlife, JuJu, Fuji, Afrobeat are the delights of all.

Now, that we have different kinds and types of music, it is necessary to know which one you will choose as a beginner to concentrate on. Listen to all these categories, and try all the time to see which one you know how to do best and from there you are prone to being a star in it. Never look down on yourself, music is a part of you. You will be surprised at the inspiration you get while on the move, sleeping or on any other activity, it comes to you like a twilight.

Musicains like Michael Jackson, Marvin Haye, Westlife, Backstreet Boys, NSYNC, JayZ, Missy Elliot, Rihannah, Beyonce were not born with music in their mouth. They learnt it. It is time you started a music limited of your own and you can become the next Grammy award winner do you believe that?

Top 5 Attractions Near Ninoy Aquino International Airport

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Flight delays are stressful especially in a city like Manila. But don’t panic. Just book a room at a hotel in Parañaque City, Philippines, Makati or Pasay. Here, you check out the different sites and attractions south of Manila, which will keep you entertained during a long layover or while waiting for a better-timed flight.

Fortunately, there are many places near the Ninoy Aquino International Airport (NAIA) that you could visit to keep you engaged while you are grounded.

Casino Filipino

This government-owned amusement and gaming center is located just a few minutes from NAIA’s Terminal 1 in Parañaque City.

Aside from the nightly entertainment and gambling, this is also a good place to dine, shop, party, and watch world-class events. Casino Filipino has something for people of all ages and persuasions.

Resorts World Manila

This commercial, residential, and entertainment complex is just a 10 minute-drive from NAIA. Found here are the finest casinos, hotels, and resorts in Parañaque City. This upscale place is mostly visited by the rich and famous, but people from all walks of life can also enjoy the entertainment, dining, and designer shops here. It is also a notable nightspot because of its high-profile clubs and performers.

Villamor Golf Club

Take advantage of the long wait and have fun at Villamor Golf Club. This country club is just a 12-minute ride via cab from the airport. While waiting for things to settle in NAIA, hang out with your friends or family. It has fine facilities, friendly caddies, restaurant, coffee shop, lounges, and even a massage area.

SM Mall Of Asia

Hail a taxi and after a 15 minutes you’d have reached the Philippines’ 2nd-and Asia’s 3rd-largest shopping center. It has a land area of 42 hectares and houses hundreds of stores. Everything that you could wish for in a shopping mall is here: restaurants, shops, cinema, activity centers, entertainment, event, sports arena, and concert halls. During weekends, people are treated to an amazing fireworks display. If you get tired of exploring the 42 hectare-property, you’ll be glad that you’ve booked accommodations in Parañaque City that’s just a cab ride away.

Duty Free Philippines

For people who are stressed out, retail therapy is always a good pick-me-upper. There’s no other place in the city where it’s fun to spend cash on ‘comfort buys’ than the popular Duty Free stores. There is a Duty Free outlet store inside NAIA, but you won’t regret the 9-minute cab ride to the bigger store. It is packed with designer brands and other products and goods that are usually found in the US and Europe. There’s a good chance that you will forget about your traveling woes and extend your stay at your chosen hotel in Parañaque City, Philippines, or other nearby cities when you see how affordable it is to shop here.

Turtle Beach Wireless Review – Rating the Ear Force X31 Wireless Headset Audio

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The selection of quality wireless headset audio for console gaming systems is amazingly low. And since most of us probably cannot afford the option of not paying this months electric bill to purchase an Astro A30 or some Tritton gaming headgear; we must seek “more affordable” alternatives for a digital wireless gaming headset. Turtle Beach wireless headset has been a standout in this market for awhile now, primarily because they provide high quality enhanced gaming headsets at very affordable prices. Currently they have 10 models of console gaming headsets ranging in price from $30-$200.

In this Turtle Beach headset review we examine the Ear Force X31s; an excellent choice for gamers on a budget. The call of wireless game audio had appealed to me for some time since my wife tripped over the X11s cable several times (when my son was not “borrowing” them). I finally purchased this headset when I found them at a bargain price online, and man I am really glad I did! This digital wireless headset features:

  • Transmitter provides rich, clear performance enhancing audio
  • Adjustable bass boost with stereo expander effects
  • VERY comfortable fabric ear cushions for all-night gameplay
  • Safety and convenience of being wireless-no tangled wires, no tripping over cords
  • Solid, comfortable construction
  • Great for not disturbing others or playing undisturbed
  • High sensitivity mike with sturdy, flexible boom
  • Now at deep discount

It took me about 7-8 minutes to hook up the digital wireless RF transmitter (note that when using HDMI video, the Xbox HD AV cable MUST be used). When they first arrived I played Gears of War2 in horde mode…immediately the sound quality blew me away. I could hear a boomer from across the map in courtyard, and the explosions were so intense I could feel them!Switch to Modern Warfare 2…I could not only hear the chamber sliding on my opponents intervention sniper rifle; I could hear him sneaking up on me from much farther away. And the online chat sounds much better than the Microsoft chat mikes. It is pretty much a given that the Ear Force X31 wireless headphones will help you step up your game. But there are 2 things which annoyed me a little also:

  • Bass-Boost not very effective-could use a lot more bass for this feature to make any sense
  • Inline chat mute switch really hard to find-have fun trying not to get killed while adjusting the mute/volume
  • Overall sound quality still not quite as rich as wired headset technology

The headset itself is powered by 2 triple-A batteries which seem to last about 15-17 hours, but my rechargables last roughly 14 hours. Even with these few flaws, the Turtle Beach Ear Force X31 Wireless Gaming Headset really stands out as an affordable; high quality pro gaming accessory. If you have been thinking about stepping up your game with a wireless headset but could not afford it, the Ear Force X31s are now more affordable than ever.

The Ins and Outs of the Music Industry

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People believe in the glamour of the music business; some even consider this industry as all fun and games. Many think that once you enter the music business you will work with the most creative people, the most effective and best of the best artists. However, plenty of people do not recognize the amount of work that goes into every song.

Everyone desiring to work within the music business must learn how money works; have an eye for selecting talented artists, know how to find the right people for the right jobs, as well as fulfill many other tasks. Most people think that because they went to school and studied music they are going to be automatically employed. Regrettably, the record companies require individuals who bring not only great music and great talent with them; they require individuals who are business minded and have music promotional plan capabilities. They look for individuals who understand that entries must sell because the bills ought to be paid to survive.

You are probably surprised to know that work experience or earlier experience in the actual world is what record companies are looking for. In fact, this is applicable not only to the record companies, because this is a trend in all areas of the world. Major labels in particular do not waste time training those who are fresh out of school or those with talent but without experience. One could argue that it is left for the Indies, who are more equipped to find and develop acts with small budgets. Major labels want someone who has experience in the real world, someone who has actually gone through rounds, with operational knowledge of the industry. This person must know what it takes to produce music, establish strategic promotional plans, someone with an eye for talent, who can tell when a person is best suited to the workplace, a person who can give musical direction, and knows how to facilitate the conclusion of a music promotion plan.

Although these skills are taught in school, they learn the theory. All of us know that things cannot be taught in words or by theory. Practice experience overrides theoretical knowledge! That is why record companies choose to invest in individuals who are widely experienced. Again, here’s the deal; until you have had some actual work experience, you won’t receive a job. For those who desire to have a stake in the music business, finding a place where experience can be gained is of vital importance. Whilst academic knowledge will always add value to someone’s credibility; acquiring useful hands on success within the music business of the 21st century!

7 Tips for Safe Online Shopping

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Today, buying online is the way to go. You have a great collection of things to buy. Plus, you can bargain. The shipping is fast and security is high. You can even return the products that are damaged. As a matter of fact, shopping is a lot easier today. However, those who are unfamiliar with how the online buying works may be an easy target for cyber criminals who steal money from people through phishing frauds and other tricks. Given below are a few tips to buy online safely. Read on.

1. Use Familiar Websites

If you have never purchased from an online store before, we suggest that you start at an online store that is trusted all over the world. For instance, you can buy at Amazon. This is one of the biggest online stores of the world where you can buy anything. Other good names include Home Depot, Best Buy and Target, just to name a few. Make sure type the correct URL of the site.

2. Look for the SSL Lock

It’s a good idea to stay away from a website that doesn’t have the SSL encryption. For instance, if the website URL begins with HTTPS instead of HTTP, you can buy from it safely. Moreover, the website URL will have a locked padlock in it. Another important thing is that you must never send your credit card information through email.

3. Don’t Give too much information

Reliable online stores never ask for a buyer’s birthday or social security number. If a scammer gets your credit card number and social security number, be ready to suffer a big loss. With this information, it will be a lot easier for them to steal your identity. If possible, make sure you give the least information when buying online.

4. Check Statements

Check your credit card statements on a regular basis. Make sure the statements don’t have any fraudulent charges. If you notice something unusual, make sure you call the bank immediately to get the matter resolved. If you are going to buy with a credit card, make sure the charges are accurate.

5. Scan Your PC

Make sure you have an anti-virus program installed on your computer. This is important if you want protection against malware. The anti-virus should be the most recent version.

6. Use Strong Passwords

Make sure your password is a non-dictionary word. It shouldn’t be an easy to guess term. It is even more important when you are going to buy online. If possible, use a combination of letters and numbers. You passwords should be over 8 letters.

7. Avoid Public Terminals

It’s not a good idea to use a public computer in order to buy something from an online store. But if you have to use a public terminal, make sure you sign out after each session. This is equally important even if you went online just to check your email inbox.

So, if you follow these 7 tips, you will be safe when buying stuff online.

Rip Van Winkle

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I believe Washington Irving’s purpose in writing Rip Van Winkle was to teach his readers a lesson as well as entertain. Irving is telling his readers through this story that if you live an idle life, never accomplishing anything, and are always satisfied with the bare minimum life will pass you by.

Rip Van Winkle is a character who always has been, is, and always will be. There are millions of people around the world who take his nonchalant view of life, his uncaring, unmotivated attitude and accomplish absolutely nothing. Rip is an icon to the stagnant, the lazy, and the useless. He is the person who goes through life never fully living it and before he knows it, is old and dying wondering where has the time gone.

Rip was not a bad man as clearly illustrated in the text; he lived his life somewhat contently and simply. People liked him and he did not shy away from helping others. His only problem was his aversion to working for a living, and the problems this caused for him at home. The main character of the story is constantly getting yelled at by his wife and takes all the time he can to get away from her to enjoy himself. One day Rip walks off into the mountains to go hunting where he runs into a man hauling up a keg of beer. He encounters this man and being the good-natured guy that he is, helps him carry his drink to his friends. Eventually he starts to drink with them and before he knows it, he is out cold. He wakes up not yet aware that twenty years have passed and originally thinks he has been robbed of his dog and gun. This part is significant because it tells how he believes he has been robbed, looking at it symbolically in context with the rest of the story he has been robbed of more than just his gun and dog but of his time and life. He than walks down the mountain and everything has changed. He does not recognize the people, all of his old hang outs don’t look like they’ve been inhabited in years and his house is deserted. After talking with a few people he finally figures out that twenty years have passed him by. Rip’s daughter takes him in, and he is able to live out the rest of his life idly in old age.

Using the time period of the revolutionary war was symbolic in this story. For starters in symbolized change, change in the whole makeup of American as well as a revolutionary change in Rip Van Winkles life (he is now an old man). It also could have symbolized a new beginning for Rip in that he no longer had to deal with his nagging wife and could live the life he wanted for himself similar to the new beginning of The United States of America.

I was best able to contrast Rip Van Winkle with Charlie from Babylon Revisited. Although both characters started out in the beginning as being very similar, Charlie changed his life for the better, he made something of himself and gave up his foolish ways. Rip on the other hand just went back to being his same old self. Charlie learned from his mistakes Rip Van Winkle did not.

I agree with the author’s message that if you are always idle life will pass you by and you will be old and virtually by yourself before you know it. The most important things in Rip’s life should have been his family and providing for them. Instead, he thought of only himself and what made him happy. His wife’s incessant nagging was his own fault for falling short as husband and father. Rip Van winkle was selfish in that regard, he cared nothing for his family and only in satisfying himself. I found it to be a great act of charity that his daughter took him in after twenty years; most children would probably be bitter after their father left for so long. Rip is an eternal character. As long as there are people, there will be those who are content doing nothing. Life will pass them by, they will oblivious to what’s going on around them and will rely on others to take care of them.

Groundbreaking Composer Maurice Ravel

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Active during the late nineteenth and early twentieth centuries, Maurice Ravel was a musical composer whose work was known as groundbreaking on many frontiers, and whose influences can still be felt today. Some of his work remains extremely well known, and most Maurice Ravel trivia will mention that Bolero was his most well known work, but what most won’t mention is that he often referred to it as one of his works least deserving of attention.

A Maurice Ravel quiz needs to examine his education and beginnings, as it is during this period that most musicians become exposed to the formative influences which will directly impact their own development as both a player and a composer. Ravel was raised in Paris, and began taking piano lessons while only seven years old. He showed talent for not only the piano, but also for composition, which led to his parents arranging for him to study piano at the Convervatoire de Paris. He was interestingly enough expelled from the school eventually, despite far outstripping most of the other students currently attending in terms of long term contributions to the musical world.

A Maurice Ravel quiz would also likely mention that he was close friends with Claude Debussy. There is a strong case throughout musical history showing how those who are among the most talented in any generation or in any geographic location become drawn to each other in one way or another, and often the true greats in any artistic disciplines have been close friends with their closest competition, due to the similarity in their pursuits and achievements. These two frequently had their music played for each other, and were seen often together going to concerts and musical performances that they both had interest in . Notably among other famous musical personalities whom Ravel was close with includes George Gershwin, whom Ravel met while traveling in America.

Maurice Ravel trivia will reveal that Bolero was written in later years, and was really his only truly large financial success. He only viewed the piece as a technical experiment and was never really thought to understand why it had become so successful.

Ravel died due to an injury of some kind to the brain. Some anecdotes believe it to have been a brain tumor, but the better evidence points to his death being caused due to long lasting effects which were created as a result of an accident he was involved in while riding in a taxi cab several years earlier.

Avoiding a False Start – Marketing Tips For the Successful Commercialization of Novel Medical Device

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The successful launch of a novel medical device technology requires a coordinated effort between several functional groups within the company. The coalescence of these group’s activities in line with a predetermined project timeline are essential to timely and successful product commercialization. Marketing team members play a vital role in this process beginning with providing market insight during the initial concept development phase through conducting a post-commercialization assessment of launch planning activities and marketing tactics.

A failed product launch can be disastrous from a financial perspective and to the reputation of the product’s brand in the marketplace. Since companies only have one chance to launch a product, it is vital that launch planning and preparedness activities cover the entire scope of known and potentially unknown roadblocks which could affect successful product introduction into the marketplace. As a result of its integral role as a part of the commercialization process, marketing has the primary responsibility for many of these activities.

While providing insight on the full range of marketing activities required for a successful product launch is beyond the scope of this article, the following are four key areas, based on the author’s experience, where good marketing planning and execution can help get the product successfully out the blocks without stumbling.

Obtaining Customer Feedback

From initial concept development through post-launch assessment, customer input into the design and positioning of new medical devices is essential. Attempting to bring a product to market without adequate customer feedback, or even worse, disregarding customer feedback, will ultimately limit product acceptance in the marketplace.

Examples of customer feedback parameters which are commonly obtained as a part of this process include validating market assumptions, assessment of the competitive environment, input on product specifications, determining the product’s value proposition, developing and testing product positioning, and obtaining feedback on the product’s ease of use. It is important to develop a decision making process which can be followed when heeding customer feedback would results in an increase in product development or manufacturing costs, or if implementing changes based on the customer input significantly changes the timeline for product launch.

Developing a Targeting Strategy

Identifying and targeting market segments which will result in a steeper adoption curve is vital to getting a strong start out of the blocks with a new medical device technology. Assessing differing market segments should not only be solely based upon the market potential, but also on the potential barriers to entry which may exist within these segments.

Market segments with the highest number of patients or procedural volumes may not always represent the best “first” markets to approach. These segments are often associated with greater competitive pressures due to the market opportunities they represent, or may be associated with higher visibility within a hospital setting from either a product approval or cost-cutting perspective. Segmenting customers by technology adoption characteristics is also important. Focusing initial launch activities towards early adopters who are quick to understand the potential benefits of the technology and limiting efforts directed at late adopters who require substantial clinical experience and more scientific evidence will maximize resources and drive initial sales growth.

Creating Economic Value

Most hospitals now have policies and procedures in place which require the review of new products prior to their use or purchase by the hospital. This has resulted in an expanded number of individuals who are involved in the decision making process and a greater focus on the cost impact of the technology to the hospital. Having evidence that a new medical technology provides a clinical benefit to patients is often not sufficient to gain entry into the hospital and many hospitals are now requesting cost justification analyses which demonstrate the economic impact of the adoption of the technology at their institution.

In order to demonstrate the economic value associated with a new technology, marketing must provide both the background training and the appropriate tools to empower the sales organization to communicate this type of information to customers. A typical tool is a pro-forma economic model where variables can be inputted based on clinical results associated with the products use and either standardized or customer specific cost data.

Developing a Publication Strategy

A successful product launch necessitates a meticulous plan for effectively communicating the value of a new medical technology along with developing a strategy for addressing anticipated objections from the marketplace. A key component of this strategy is the development and execution of a comprehensive publication plan. The timely execution of an effective publication strategy can accelerate the adoption of a new medical technology.

The sequential development and submission of manuscripts to key journals which target specific customer segments is needed to insure they receive continuous and pertinent information about the product. The overall objective for a publication strategy should be to disseminate clinical and economic information which supports the benefits and the positioning of the Company’s technology.

Conclusion

The development and timely execution of a comprehensive strategic launch plan is a requirement for the successful commercialization of a new medical technology. Proactive marketing leadership as a part of a product development and commercialization team can help to insure that potential hurdles in the marketplace are identified and addressed in advance of a product launch resulting in a greater potential for initial market success.