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Branding should be a consistent part of your sales strategy, but the place it’s most often lost in the world of medical technology is your sales presentation. Understandably, your sales team will find ways to improve, customize, and reprioritize any medtech sales presentation that your marketing team develops. This isn’t a bad thing —after all, they know exactly which questions are asked most often, and how to bring a presentation to potential clients that’s customized to their specific needs and pain points.
But, once your medtech sales presentation leaves a designer's hands and enters the community of do-it-yourselfers, it can sometimes devolve into a Frankenstein of slides that lack branding and consistency. While your sales team has good intentions, they may inadvertently undermine your company’s credibility.
See some of our work with medical brands
The Danger of Inconsistent MedTech Sales Presentations
When we talk about branding, your visual and messaging components are equally important. Preserving or even tweaking your messaging but not keeping it in the framework of your brand’s colors, look and feel, and quality of production conveys two things to your prospects:
- It tells them that, at some level, disorganization is happening in your company. Inconsistency can call into question the professionalism of your product or service, thus undermining their confidence that you’ll provide their desired level of professionalism when you implement your product.
- Second, it signals that you may not really be sure what’s happening in the field. Every provider has had a company promise a certain level of service during a sales presentation and then fail to deliver on that promise during implementation or later when they needed support. You want to show that your company’s brand values are carried through everything you do, and consistency in those presentations helps you communicate that.
The Key to Consistency Is Collaboration
Try holding regular meetings between your presentation designers and sales teams. This will help them stay on the same page as they create each sales presentation. There’s always room for your presentations to evolve and improve, but that shouldn’t come at the cost of consistency.
A presentation that accurately carries your branding throughout demonstrates that you pay attention to detail, and will do the same to ensure they get the best products and results possible. Trust us, your clients will remember that.
And your sales teams will love that you’re listening to them!
If you need help with your branding, we understand the world of medicine, contact us today.
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