Attention & Awareness across your category.
Educate, communicate, collaborate with your perceived competition as well as those adjacent to you in your category.
The organizations that embrace media and turn their content from exclusively a “commercial” into an educational platform around the past challenges of a category, the current opportunities and headwinds and perhaps where the future of a category is going will get more eyes than the “commercial” on your product.
Push the conversations across your category. Over-ride the assumptions about your product or procedure.
Include your perceived competition in your discussions.
If you are an emerging technology in medtech it is pretty much a guarantee that the market, audience, clinicians and large strategics do not understand the problem you are solving and the value you are bringing.
Nicole Ager and I discuss the concept.