Marketing News: Dan Hawtrey asks... Why do medical device companies not use the communication techniques that have been proven, refined and perfected by consumer goods companies?Dan Hawtrey from Content Formula says... A client asked me the other day to provide a cost estimate for some creative work. He wanted a concept that clearly communicates the unique benefit of his product. Something simple, powerful and persuasive. Something like the old Araldite ad with the car stuck to a billboard (ok, we might not come up with something quite as iconic as this but who knows?). This concept would be used on the website, on newsletters and potentially offline too. Nothing strange in that… but then I realised that this request was actually quite unusual. The product in question was a medical device to help prevent deep vein thrombosis (DVT) in hospital patients. I thought I'd try and find some other examples of medical devices that use a creative concept to get across their USP. I found very little indeed (there's a list of the best examples below). Most medical device websites launch straight into the product features, often ignoring the benefits. If you're lu 
 
Marketing News: Archant has appointed Mick Hurrell as managing director of its customer publishing agency, Archant DialogueArchant has appointed Mick Hurrell as managing director of its customer publishing agency, Archant Dialogue. Mick joins Archant Dialogue from the board of London-based publishing agency Wardour, where he was Publishing Director and worked with world-leading clients in the fields of finance, technology, professional services and tourism. He previously worked for advertising agency owned publishers Publicis Blueprint and Interfocus Publishing, part of the Lowe Howard Spink group. Leading Archant Dialogue, Mick brings a wealth of experience from a rich and varied client portfolio including businesses in the finance sector: HSBC, BNP Paribas, Ernst & Young, and Lloyds TSB; as well as Microsoft, ITV and Visit Britain. Formerly a specialist writer, magazine editor and radio broadcaster, for the past 11 years he has been a successful publishing director at leading multimedia customer publishing agencies in London.
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