I was leading a workshop recently for a client bringing a new critical care device to market. As one step in the process, we were doing wide-open brainstorming to generate a large quantity of ideas on what the value proposition might be that we would later synthesize and vet with customers. We were specifically looking for meaningful differentiation.
One savvy marketing person bravely expressed that as a former clinician, she knew that little things, as silly as it might sound, can make the difference between winning the hearts of critical care nurses and getting the sale – or not. The example she gave was butterflies. As in enabling butterflies to appear on the monitor display (out of the way of patient data of course). Then she suggested other simple ways of allowing personalization.
These “humanizing” gestures cost almost nothing to med device manufacturers, and can mean a great deal to the customer. They convey that you understand the realities of the emotional toll it takes to provide critical care day after day. And they make you in a simple and profound way a valued partner – not just a vendor of commodities – which is where you want to be.
Obviously, butterflies and other personalization aesthetics are not going to be the core value proposition for any med device. But these kinds of things can enrich your value proposition, differentiate on an emotional level, and enable a deeper more meaningful connection with your customers.
So… what’s your butterfly?