News

Using the Voice of the Customer to Develop Winning Health IT Marketing and Winning Company Support for Better HIT Marketing

The Health IT Marketing Conference will feature two lively sessions led by Dr. Moshe Engelberg, CEO of ResearchWorks, titled Using the Voice of the Customer to Develop Winning Health IT Marketing and Winning Company Support for Better HIT Marketing.

SAN DIEGO, March 18, 2016 – Today's fast-paced business reality demands companies churn out new solutions, be first to market and win market share – again and again. With all that pressure, keeping customers front and center as well as winning company support for better HIT marketing can be challenging. At the Health IT Marketing Conference in Atlanta, Dr. Moshe Engelberg, CEO of ResearchWorks, will address these issues and provide actionable solutions. 

Using the Voice of the Customer to Develop Winning Health IT Marketing: Wednesday, April 6, 2016, 8 am – 1 pm In the lively pre-conference half-day workshop about Using the Voice of the Customer to Develop Winning Health IT Marketing, Dr. Moshe Engelberg will show how to develop game-changing customer knowledge and translate it into a winning marketing strategy that can be counted on. Attendees will:

1. Learn practical techniques for developing, understanding and leveraging the voice of the customer to grow their brand and market HIT solutions most effectively. 2. Get advice on how to do the kind of customer research that directly leads to solid marketing strategy and persuasive messaging and delivers a solid ROI with measurable results. 3. Apply the actionable CustomerFirst Framework™ to end myopic product-centric thinking, get the message right every time and create deep partnerships with customers.

"When you truly understand and listen to the voice of the customer, you can utilize that knowledge not only to increase customer satisfaction and loyalty but also to build your brand and market your offerings in compelling ways that meet your customers' needs," explained Engelberg. "In the competitive Health IT field, this is critical not only for bringing new solutions to market most effectively but, more importantly, for ultimately saving more lives."

Winning Company Support for Better HIT Marketing: Thursday, April 7, 2016, at 3:45 p.m. Strategic-thinking health IT marketing and sales professionals know it's all about putting the customer first. However, companies that are primarily focused on the products and the numbers often only pay lip service to being customer-centric. This lively session will stir up fresh thinking and provide participants with both practical and contrarian tools to win greater company support for marketing and communications work that puts the customer first.

Engelberg added, "Seasoned marketing and PR professionals in Health IT know how important it is to have a solid marketing strategy, clear brand positioning and distinctive value proposition in place before getting into marketing tactics. But it can be challenging to get your company or client behind you when they’re so focused on getting to market and increasing sales as fast as possible. In this workshop, we'll explore these very real challenges and how to turn them into tremendous success."

Engelberg is CEO of ResearchWorks, Inc. He holds a Ph.D. in Communication with an emphasis in health communication research from Stanford University, an M.P.H. from San Diego State University, a Master's in Counseling Psychology from University of Humanistic Studies, and a B.A. in Psychology from the University of California, San Diego. He has taught graduate-level courses and executive education at major universities, including UCSD, SDSU, USD and CSUSM, and is now an adjunct faculty member at SDSU's School of Public Health. His revolutionary way of thinking has him in demand as a frequent speaker at industry events nationwide.

Founded 25 years ago by Dr. Moshe Engelberg, ResearchWorks is a strategic consulting firm with deep roots in custom research. The firm’s goal is to help companies in the health industry conquer obstacles, gain confidence and achieve success in the marketplace. ResearchWorks conducts custom research, develops grounded strategies and creates persuasive messaging to help companies avoid mistakes, know what to do and why, and get products and marketing right – the first time.


Nail the Positioning Strategy for High Stakes Product Launches and Get Companies to Put the Customer First

Join Dr. Moshe Engelberg, CEO of ResearchWorks, at the Medical Device Marketing and Sales Training Summit in Tampa, Fla., February 1 – 3, 2016, for Two Insightful Sessions

TAMPA, Fla., January 7, 2016 – With the healthcare industry rapidly evolving, medical device companies are facing greater challenges at a faster pace. Learning how to best position their products and drive a culture of putting the customer first is essential to achieving success within the marketplace. At the Medical Device Marketing and Sales Training Summit (often referred to as MDMS) in Tampa, Fla., ResearchWorks CEO Dr. Moshe Engelberg will facilitate two sessions:

High Stakes Product Launch? How to Nail Your Positioning Strategy (February 2, 2016, at 10:30 a.m.): Med tech is getting more and more cluttered with new marketing campaigns and products every day. You need to make sure your new product launch powerfully resonates with customers, stands out in a crowded market, and galvanizes the right action – all while avoiding the ineffective “firehose” approach of promoting too many features and benefits. This presentation will walk you through a proven four-step process for strategically determining and executing on the optimal positioning, messaging and creative for new product launches so you can knock it out of the park!

How to Get Your Company Behind You by Putting The Customer First (February 3, 2016, at 1:15 p.m.), facilitated along with Mark Kesti: As a strategic-thinking med device marketing or sales professional, you know it's all about putting the customer first. How do you get your company behind you when they're focused on the products and the numbers, often only paying lip service to being customer-centric? This lively session will stir up fresh thinking and provide you with both practical and contrarian tools to win greater company support for your marketing and communications work that puts the customer first!

"These energetic sessions will stimulate original ideas," Engelberg commented. "Participants will learn proven methods for exceptional product launches and gaining internal support for putting the customer first, they can apply right away."

Engelberg holds a Ph.D. in Communication with an emphasis in health and marketing from Stanford University, an M.P.H. from San Diego State University, a Master's in Counseling Psychology from University of Humanistic Studies, and a B.A. in Psychology from the University of California, San Diego. He has taught graduate-level courses and executive education at several major universities and is now an adjunct faculty member at SDSU's School of Public Health. His revolutionary way of thinking has him in demand as a frequent speaker at industry events nationwide.

Founded 25 years ago by Dr. Moshe Engelberg, ResearchWorks is a strategic consulting firm with deep roots in custom research. The firm’s goal is to help companies in the health industry conquer obstacles, gain confidence and achieve success in the marketplace. ResearchWorks conducts custom research, develops grounded strategies and creates persuasive messaging to help companies avoid mistakes, know what to do and why, and get products and marketing right – the first time.

After MDMS, Engelberg will be presenting at the Health IT Marketing Conference on Wednesday, April 6, 2016. He will be leading a pre-conference session titled Using the Voice of the Customer to Develop Health IT Marketing You Know Will Win. To learn more, visit www.healthitmarketingconference.com.

Trends in Medical Technology: 24x7 Magazine Interviews ResearchWorks CEO Dr. Moshe Engelberg

A recent article about trends in medical technology (in 24x7 Magazine: Solutions for Healthcare Technology Management) explores how the seismic shifts in the healthcare industry are shaking up priorities for hospitals and cutting-edge medical technologies. Dr. Engelberg highlights two hot trends: 1) Interoperability will increasingly require manufacturers to design their products to be compatible with competitors; and 2) As hospitals become more strategic, the pressures to change will increase as they use fewer vendors and work on value analysis to make purchasing decisions. Learn why Dr. Engelberg advises med tech companies to strategically say to their customers, ‘buy from our competitors!’ Read the full article here:

U.S. Food and Drug Administration (FDA) Honors ResearchWorks CEO Dr. Moshe Engelberg with the FDA Advisory Committee Service Award

In recognition of four years of contributing expertise to the FDA's Risk Communication Advisory Committee (RCAC), ResearchWorks CEO Dr. Moshe Engelberg received the FDA Advisory Committee Service Award. The committee advises the Commissioner of the Food and Drugs or a designee on methods to effectively communicate risk associated with products regulated by the Food and Drug Administration and in discharging responsibilities as they relate to helping to ensure safe and effective drugs for human use and any other product for which the Food and Drug Administration has regulatory responsibility.

Dr. Engelberg participated in the RCAC’s mission of reviewing and evaluating strategies and programs for communicating with the public about the risks and benefits of FDA-regulated products so as to facilitate optimal use of these products. This includes reviewing and evaluating research relevant to such communication to the public by both FDA and other entities, and facilities interactively sharing risk and benefit information with the public to enable people to make informed independent judgments about use of FDA-regulated products.

New Product Innovation and the Next Big Thing: How to Know What to Invest In

Join Dr. Moshe Engelberg, CEO of ResearchWorks, at the Convergence Summit sponsored by Wireless-Life Sciences Alliance (WLSA) on May 28th

SAN DIEGO, May 28, 2015 – Bringing new products to market with less risk and better outcomes is a goal many strive to attain. In this expert workshop for life science and medical device executives participating in the WLSA Convergence Summit in San Diego on May 28th, Dr. Moshe Engelberg will cover a proven, research-driven approach to knowing what to invest in and what to say "no" to. (wirelesslifesciences.org)

ResearchWorks' lively "First Things First" exercise will demonstrate firsthand the downside of letting technological feasibility drive product development and investment decisions versus the upside of letting customers’ desires drive technology and financial considerations for new product decisions. Practical techniques for getting to smarter decisions, such as "Think vs. Know" and "Zero-Based Thinking," will be demonstrated as well.

"If your fast-paced business reality demands that you continually bring new and better products to market, join us Thursday, May 28th, to learn how to do this with less risk and better outcomes," said Dr. Engelberg, CEO of ResearchWorks. "We’ll challenge fundamental assumptions about the relentless cycle of new product development, and inspire fresh thinking that brings better results."

The expert workshop will cover the eight most important questions that should be asked for every new product being considered, to determine: a) Does it matter? and b) Is it special?

To learn more about ResearchWorks and President and CEO Moshe Engelberg, PhD, visit www.ResearchWorks.com

About ResearchWorks – ResearchWorks is a strategic consulting firm with deep roots in custom research. For over 20 years, ResearchWorks has been helping companies in the business of health to conquer obstacles, gain confidence and achieve success in the marketplace. The firm conducts custom research, develops grounded strategies and creates persuasive messaging to help companies avoid mistakes, know what to do and why, and get products and marketing right – the first time. To learn more, visit www.ResearchWorks.com

How to Knock Health IT Product Launches “Out of the Park”

SAN DIEGO, May 19, 2015 – As people close to the industry know, Health IT is getting more and more cluttered with new marketing campaigns and products, making it more difficult to successfully launch new products. At the Health IT Marketing and PR Conference in Las Vegas earlier this month, ResearchWorks, Inc.'s President and CEO Moshe Engelberg, PhD, taught participants a proven four-step process for strategically determining and executing the optimal positioning, messaging and creative needs for new product launches.

"Companies need to make sure their new product launch powerfully resonates with customers, stands out in a crowded B2B market and galvanizes the right action," explained Dr. Engelberg. "This needs to be done while avoiding the ineffective 'firehose' approach of drowning people with too many features and benefits."

The Health IT Marketing and PR Conference focused on B2B marketing to health IT executives, hospitals, and medical providers. During the session "Your Next Product Launch – How to Knock it Out of the Park," Dr. Engelberg used a case study to illustrate the four-step process noted above. He concluded by showing a case study that resulted in a 52 percent increase in referrals, coverage in over 1,000 global new sites and rave reviews from the company CEO. To review a summary of the presentation, please visit http://researchworks.com/PDF/RWI_Product_Launch_Talk.pdf.

Dr. Engelberg continued, "The CustomerFirst framework™ we employ keeps the customer front and center in all new product and service launches. For a winning product launch, getting the value proposition, positioning and messaging right the first time is crucial."

Engelberg will speak next in San Diego at the Convergence Summit for the Wireless-Life Sciences Alliance on May 28th, 2015. He will lead a session entitled New Product Innovation & the Next Big Thing: How to Know What To Invest In. This lively mini-workshop will show participants a proven, research-driven approach for determining what to invest in and when to say no, as customer desire is put ahead of technology.

To learn more about ResearchWorks and President and CEO Moshe Engelberg, PhD, visit www.ResearchWorks.com.

About ResearchWorks – ResearchWorks is a strategic consulting firm with deep roots in custom research. For over 20 years, ResearchWorks has been helping companies in the business of health to conquer obstacles, gain confidence and achieve success in the marketplace. The firm conducts custom research, develops grounded strategies and creates persuasive messaging to help companies avoid mistakes, know what to do and why, and get products and marketing right – the first time. To learn more, visit www.ResearchWorks.com.

bottom 1

bottom 2l bottom 2c bottom 2r

© 2014 - ResearchWorks, Inc. - All rights reserved.