Our Blog

Friday, 18 January 2019 11:59

Testimonials: Capturing the full story

Published in Marketing

I have lost count of the number of client testimonial pieces that we have worked on over the last 20 years and it is still true to say that testimonial articles remain a valid marketing tactic in the B2B arena.

With technology just a click or voice command away, it is often all too tempting to interview clients and their end users over the phone. However, where possible, especially when we are covering a significant technological breakthrough or improvement, the face-to-face approach is still king.

Just as when conducting market research, face-to-face interviewing of a satisfied end user allows for a much deeper conversation and more comprehensive appreciation of the factors that led to their purchase. Aside from the potential to witness an in-situ demonstration of the product or service, or to speak with additional members of the team, one-to-one interviewing enables body language and facial expressions to be more clearly understood and identified; enabling further probing and explanations of responses given during the interview that may not be so easy to pick up on over the 'phone.

Whether to interview in person or not depends on many factors, including the objectives for the finished piece. Before any interview, we define the audience we wish to influence and set objectives. 

In addition to helping to establish trust and credibility in the market, another benefit of client testimonials is that you get to understand the 'normal', natural language that end users use when talking about their purchase. For a cutting edge scientific product or technology, this intelligence can be invaluable in supporting message formation and keyword identification.

Whenever we interview face-to-face we often arrange to take a professional photographer along. It is hard to imagine any trade press activity on or off line that does not use or need great photography to capture the imagination of their audience. We would always recommend that a professional photographer is used as a good quality set of photos can often be the difference between publication or not. Despite our lack of photography skills, we have worked with a number of excellent photographers over the years and we know what makes a good press photo.

At Accelerate, we recently created a customer testimonial piece for Dr Weigert UK, a provider of technical cleaning solutions. We interviewed the Head of Sterile Services at the Royal Victoria Infirmary, Newcastle-upon-Tyne about the recent installation of Dr Weigert's neodisher ® ALPHA dosing system. The article has been published in the Clinical Services Journal and features photography taken on location.

Monday, 16 April 2018 15:48

The changing face of B2B e-commerce

Published in Marketing

As consumers, we have all witnessed the transformation of the B2C market through the use of digital technologies. Selling direct to customers has enabled retailers to tap into specific market segments through understanding their customers better as well as creating efficiencies in their supply chain and entering into overseas markets.

Some of these trends are now filtering through to the B2B market, with manufacturers expanding their online trading presence. However, just as in the consumer market, success requires flexibility and agility as well as a significant change in mindset.

In B2B transactions, a business is purchasing the goods and/or services of another business; the decision making process can be complex and the purchase decision may involved a number of people.

The types of digital infrastructure  now used in B2B e-commerce range from basic, entry level product catalogue sites with good search engine provision, through to operators who use artificial intelligence to guide visitors through their buying process. As B2B e-commerce sites increase in complexity, we would expect to see features such as tutorials, videos and comparisons with leading competitors.

Being able to access support quickly and easily is a rising star in the B2B sector. For example, by providing an online chat service. Personalisation of the customer experience is also gaining popularity in the B2B market. Providing facilities to fully customise requirements - from size and colour to where and when the product needs to be delivered are all tactics that can provide a competitive edge. For example, packaging web sites may provide a visualisation of a product featuring your required logo and colour. 

If you are at the start of your e-commerce journey, some key steps to consider include: 

  • Search Engine Optimisation (SEO) - make sure that your products can be found by internet searching
  • Personalising the experience - whether that is by providing customer specific pricing, product listings etc.
  • Integration with database (ERP) systems for stock checking, payment options.
Tuesday, 10 April 2018 08:42

Using video to tell your story

Published in Marketing

An ideal storytelling tool, videos are recognised widely as the platform to use to engage with key audiences.

Communication is changing

We are now seeing a generational shift in how we interact with computers and phone screens. Communication is increasingly becoming more visual, using animated avatars, images, live-streaming and social media platforms like Instagram and Snapchat.

Starting the conversation

Video combines the use of visuals, music and words to help develop stronger relationships between brands and their audience. They can also perform a wide variety of functions from being educational through to inspirational. Perfect for digital campaigns, videos can be cut for use on Instagram or snapchat; they can be a one-off piece or part of a series of short videos that forms the basis of a conversation with your audience.

Where to use video

Videos work well pretty much anywhere - whether embedded on your website, featured in your blog, shared in emails, or hosted on YouTube. Better still, they do not have to be big budget productions either. Good quality, simple customer testimonials can convey a powerful message. In the medical technology market, patient stories can be emotive.

Supporting the sales process

For companies looking to re-position themselves in a new market segment, a slick video can help open up interest from new markets. Educational videos that explain solutions to customer problems can generate interest whereas clear demonstration videos can be used to identify stronger prospects. Testimonials and customer stories help to close the deal.

The key thing to remember is to treat video exactly the same as you would if devising a marketing campaign; research and understand your audience, define the story you want to tell and try to produce something that does not overtly come across as "marketing".

Published in Marketing

What sets Accelerate apart from most marketing organisations is our first hand product management experience in the laboratory supplies and medical devices markets. Specifically, we have been at the coalface of identifying unmet needs in the market and then developing, manufacturing and marketing new products into markets that include: Packaging, medical devices, laboratory consumables, food supplements and emergency medical equipment. 

Both Katherine and I regularly draw on experiences gained in our early days at Bibby Sterilin Limited; developing and marketing products in the laboratory consumables market. There are not a huge number of marketing consultants that know one end of a Husky injection moulding machine from the other.

In addition to working with all things polyethylene, polystyrene and silicone rubber (!), among the team we have experience in supplying the emergency services in the US and UK, the food supplements industry, packaging (bottles, caps and closures) and even how to best bronze the world's strongest man - but that is a story for another day.

Perhaps best known for our work with early stage medical devices, we are acutely aware of the challenges that lie ahead in the healthcare market and also the potential for exciting innovation to help provide the strategies the world will need to deliver effective, efficient healthcare to an ageing population.

Founded in research that we have undertaken over the last decade, we truly believe that the medical technology market is ripe for innovation and we would hope to see some segments of the market take significant steps forward this year such as the use of gamification in rehabilitation.

Tuesday, 06 February 2018 10:56

Keeping your brand healthy in 2018

Published in Marketing

The science markets have experienced uncertainty since the UK voted to leave the EU. Now, it is essential for brands to understand how they are perceived in the market.

Industry research has identified those brands that are continuing to grow in value despite current market conditions. These strong brands share the following attributes:

A strong purpose: to improve customer's lives somehow. Successful brands translate their purpose into their product/service development and articulate this clearly to their customers through marketing communications activity.

A positive brand experience: From the brand's website to product packaging and delivery, customers must have a positive experience.

Brands exampling the attributes above are more likely to be able to command a premium price, expand into new market segments and geographies.

However, measuring performance is key to understanding how your brand is perceived and, therefore, how performance can be improved. A strong, defined and differentiated purpose should be the main priority and should be reflected in every innovation, communication and interaction with your market.

From marketing strategy to communications activities, Accelerate Associates provides flexible marketing support to companies in the medical technology and laboratory markets. For companies looking to better understand how their brands are perceived, we provide customer satisfaction and brand awareness research to measure key indicators of brand performance.



Page 1 of 2

Blog Authors

Partnerships & Affiliations

Chartered Marketeer


Founded in 2007, Accelerate Associates is a specialist business-to-business marketing agency providing marketing and market research for science and medical technologies... More...


Suite D, Reward House
Diamond Way, Stone Business Park 
Stone, Staffordshire, ST15 0SD

Phone: 01785 747 102

This email address is being protected from spambots. You need JavaScript enabled to view it.


Subscribe to our newsletter to receive an e-mail every now and again with all the latest Accelerate news.

Click here to subscribe