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As originally asked by Moshe Engelberg.

Med device and other life science companies often engage us to help them improve their marketing and make more money. One simple and revealing “litmus test” question we ask at the get-go is this:

Why should customers choose your product? (10 words or less!)

Often company execs, product managers, and marcom folks struggle to provide a clear, compelling, and jargon-free answer. Why? They naturally get caught up in their products and in doing what needs to get done. As a result, they lose sight of the “why” from a customer point of view.

The antidote is putting the customer first in all you do, and building that into how you operate day-in and day-out. It’s not easy, and takes long-term commitment, even when money is tight.
One step in a customer-first direction is challenging your team to create a set of answers to why customer should choose you. Keep them short, 10 words or less. Then test them with customers. Compare them to what competitors say and could say. Keep iterating until the answer is both persuasive logically and emotionally with customers.

Do this for every product and service you offer. Build it into your R&D process at the earliest stages. You’re on your way to a set of cohesive, distinctive and effective value propositions that can make all the difference in your marketing success.

Start now with your top of mind answer: Why should customers choose your product?

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Wael Assaf
CEO , founder at Smart medical FZE
Reputable CE FDA device need only good sales manager
like me 💪🏻😀

Don Bogutski
President and CEO at Dx+
A thought provoking and inspiring post! Thank you Moshe.

Moshe Engelberg
Founder and CEO, ResearchWorks
Lots of great 10 word statements! Try this to make even stronger: 1) Repeat your 10 words but with the name of main competitor. If it works well, back to the drawing board. 2) Include an evocative word or idea that generates a “wow” reaction. If you’re the best, say “peerless (Benjamin V. Booher, Sr. above). If you’re the first, say “unprecedented” (Patrick Van De Vyver above). 3) Add specificity to the improvements or reductions you promise: If you’re good but cheaper say “90% as good, 50% cheaper” (Don Bogutski above, modified a bit). OR.. Bone grafts get same patient results, 32% lower hospital cost (to Urs Mattes, above). Even if Legal makes you modify the language, at least you’re clear on what you want to say, and more importantly what you want customers to think.

Richard Kalasky B.S.Mgt M.Ed
Clinician, Entrepreneur, Educator, Sales Leadership, Marketing
Litholyme: reduce carbon footprint and eliminate production of Compound A.

Gloria Rentz
Managing Partner at A.M.F. Defense – CFO of I & G Tool Company, Inc. (Machining/Manufacturing) – Partner, aXtraHand LLC
User-friendly, safe and economical; reduces injuries to staff/patients.

Allan Scott
Senior Strategic Global Reimbursement Manager
Increased fracture healing and reduced re-admission and revision surgery

Tom Matzat
Medical device sales. Connect strategy with professional execution to deliver win-win results.
Improved patient outcomes with reduced risk and cost.

Benjamin V. Booher, Sr.
Entrepreneur, Inventor, Scientist, Technologist – Aerospace, Automotive, Defense, Manufacturing, Materials, Med-Tech
Peerless preterm birth prevention, saving infant lives and reducing morbidity.

Maarten Wijsmuller
Owner @ TAVA BENELUX, Co founder MWMedical , distribiteur Novokid
Patient and customers benefits at a lower cost.

Benjamin Richard Wang MD
Founder Nevap Inc
“Improved Outcomes, reduce costs, reduce liability, better global reimbursement rates”

Julie Omohundro
Principal Consultant at Class Three, LLC
In a competitive environment:
Improved outcomes for the same cost.
Same outcomes at a lower cost.

Sherry Frith
Sales Agent at eXp Realty ~14 Panties Consultant
Dignity

Sherry Frith
Sales Agent at eXp Realty ~14 Panties Consultant
“Booty Spat”
An applicator that assist in a sticky situation.
~S. Frith

Adam Morris
Director of Transducer and Probe Development, SonaCare
It works, improves quality of life, saves dollars.

Simon Hobbs
Partner at Ingenia Industrial Design
Because they commissioned the femoral splint in the first place.

Muhammad Usman
Senior Marketing Executive at Palm Villas
We are manufacturing 100% quality instruments to facilitate doctors, surgeons, dentists.

Bob Fudella
Vice President Operations
We save lives and are less expensive than current products.

Jason Young
Colorado-based Health & Wellness, Sports Medicine & Nutritional Solutions, Joint Health, Anti-aging.
We greatly improve outcomes, patients love it and you profit!