WoundSource 2014 mailed out to over 24,000 health care professionals in wound care last month. We’re already getting requests from users for additional copies to be shipped and have received hundreds of subscription reservations for the 2015 edition. The demand for wound care product information is out there.
As you review your own copy of WoundSource 2014 and visit WoundSource.com, I invite you to take a look at your company and product listings and consider: where do I fit into the big picture of the wound care market?What better opportunity to explore this question than by immersing yourself in WoundSource and all of its offerings to you, as a marketer, by using it as your guide.
1.) Competitive Analysis: Casing the Product Competition
When I talk to wound care marketers, I always ask them how they’re using WoundSource. The most common answer I receive is “to see what my competitors are doing.”
The quickest way to assess this situation is by visiting your product listings in the Product Category index.WoundSource provides marketers a comprehensive list of products in their specific wound care category and what sets your product apart from competitors.
If, for example, you have an alginate dressing listed in WoundSource, you can view this listing, in addition to all other alginates on the market, by visiting the specific WoundSource subcategory designated for Alginatesunder the Dressings category header.
Use the comparative features matrix within this subcategory section (available in both print and online versions) to view directly how your products stands out, and which market products are comparable in attributes. Having this perspective on your product standing in its specific category may offer you valuable information on how to leverage your product’s unique features by identifying them against market competition.
2.) Market Research: Assessing the Wound Care Market At Large
The first example on how you might use WoundSource as a marketing resource gave you a “microscopic” approach to using the publication as tool. Let’s “zoom out” and take a big picture look at the market, usingWoundSource as our frame.
Visit the WoundSource print publication’s Table of Contents, or the Product Category index on WoundSource.com. These two publication sections provide wound care marketers with a bird’s eye view of the scope of wound care products today. WoundSource works closely with its clinical advisory team to keep the category framework for the publication up-to-date, making it an accurate reflection of the current wound care product market.
WoundSource categories range from biophysical agents to handheld wound assessment devices. It’s all there. If you’re looking to quickly immerse sales force or further your own education on what the wound care market entails, you need look no further than WoundSource.
3.) Market Knowledge: Furthering Your Wound Care Education
Whether you’re new to wound care or have been there since its infancy as a specialty healthcare market, things are always changing. WoundSource offers its clinical users and marketers a number of useful resources outside of the product reference guide.
I often get comments from clinical users and marketers alike on the usefulness of the Patient Condition index, which provides an overview of over 30 different wound conditions and accompanying products for treatment.
Our team of expert bloggers deliver content on a variety of wound care-related topics including public policy, research and evidence, case studies, technology overviews, and more. By subscribing to the weekly e-newsletter, marketers have access to the latest posts from the WoundSource blog team, keeping them on the clinical forefront and gaining perspective on the current issues of your prospective customers.
Take advantage of WoundSource’s multifaceted content and explore ways of using this easy-access informationto help inform your marketing decisions, and broaden your lenses on the wound care market in general.