Knee-Jerk Marketing. Being reactive to competitive tactics rather than staying committed to a proactive brand strategy. It's human nature to get bored with your marketing message and want to try something different. We can also overreact to anything our competitors do, sending us scrambling around to develop a response. Your brand communications need the frequency and reach necessary to sink into the minds of your decision makers and key influencers.

This is a great time for biomedical companies that know how to leverage strategic marketing and brand positioning to gain market share. It takes guts to focus your efforts, empathy with your customers to differentiate your products, and patience to stay committed to your brand position. Carefully choose your path to the top by avoiding the most common barriers to success.

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