Bioengineers and marketers clash over product positioning. How can you bridge the gap and find common ground?

Put patients and consumers first. Let their need states be the guiding light. This can very easily be the common ground in situations which are ambiguous and when goals seem at be at odds.

In my experience I have invited both engineers and product managers to be part of the marketing research process. It may take a little longer to make sure all opinions are heard, but the insights and learning from the team is well worth it. In the end everyone is together on the Go to Market strategy.

In my experience, and the way I structure it, both bioengineers and marketing professionals form one team under the product division. They all share the same goals: to build the best, marketable products. From early in the development journey, the product is designed to meet specific market needs. This approach also guides the market positioning as we progress. With this process, the two groups are aligned. Combined with effective brainstorming, you will achieve the best results

In response to the article, it's crucial to recognize that bioengineers and marketers, while different, are both vital to a company's success. I’m my personal opinion - There is a dynamic blend between the two different company divisions - both are very important to the process. Bioengineers ensure safety and innovation, while marketers understand market needs and craft compelling narratives. By fostering early collaboration and mutual respect, these teams can create products that excel technically and succeed in the market, ultimately driving innovation. #GoAuroraGO ??

I consult, and one of my first questions during my interview process is to ask everyone "What do you consider to be the biggest asset in your company"? The responses vary across the spectrum! At the end, I answer the question with "It is your customers, without them, you have nothing".

Registered Nurses often translate medical terms, technical language or jargon into words that the average patient and their families will understand. I have worked with biomedical engineers to help them understand What the end user (an RN or skilled technician) will need to know and understand to effectively use and troubleshoot equipment, monitors and devices used at the bedside to monitor and treat critically ill patients. Consider consulting a skilled end user (RN?) to assist in developing that glossary of terms and jargon as well as in creating your training program.

This is a typical issue that pops up working with interdisciplinary teams. As a biomedical engineer myself, it's easy to get hung up on the features and all the little engineering marvels that were needed to make the feature work. But essentially features are a tool to achieve an outcome. Marketers not only have to make communications clear and digestible for the right audience, but they also have to explain in simple terms what values the product or features create. I've had good experience on getting engineers and marketers using tools like Value Proposition Mapping that split the product into Use Cases, Products, Features, and Outcomes to create a messaging with different depths of technical expertise & target users.

One of the most common sources of conflict between bioengineers and marketers is language. Bioengineers prefer technical terms that accurately describe the product, while marketers use simpler language accessible to the general public. To bridge this gap, create a glossary that translates technical jargon into consumer-friendly language. This ensures that the product's unique selling points aren't lost in translation and that the marketing message remains scientifically accurate. Clear communication can help align both teams, enhancing collaboration and ensuring the product is effectively presented to the market.

Creating a glossary to translate technical jargon into consumer-friendly language helps bridge the communication gap between bioengineers and marketers. This approach ensures that the product's key features are clearly conveyed to the public without sacrificing scientific accuracy.

To save time and resources, the language should be segregated; the technical jargon should be confined to the production process, while to the consumption langue that is the market should be within the discretion of the marketer. The two teams has to establish a culture of playing their roles from each's side of the divide in unitary to approach to one object; the success of the product.

My experience in working with technical folks who have a clinical background is that at times, they had more experience working with customers. In fact some of them were customers who used our or the competitors’ products. So a good marketer needs to pay attention to the technical folks’ background and listen carefully to the reasoning behind why they support or object to a particular product positioning.

Foster Collaboration through Interactive Workshops. Beyond traditional seminars, both teams can benefit from interactive workshops addressing specific product positioning challenges. Bioengineers can showcase how technical details affect product performance, while marketers present market analysis and customer profiles. Hands-on activities, such as feedback sessions on marketing materials, enhance mutual understanding and build stronger relationships, aligning both teams toward successful product outcomes.

Mutual education sessions between bioengineers and marketers foster a deeper understanding of each other's fields. This helps both teams find a balance between technical accuracy and consumer-friendly communication, enhancing product positioning efforts.

Mutual education sessions between bioengineers and marketers foster a deeper understanding of each other's fields. This helps both teams find a balance between technical accuracy and consumer-friendly communication, enhancing product positioning efforts.

Ao reservar um tempo para que ambos os lados compartilhem seus conhecimentos, cria-se uma base sólida de respeito e compreens?o. Seminários onde bioengenheiros explicam conceitos técnicos em termos leigos podem ser extremamente valiosos para os profissionais de marketing. Eles aprender?o a importancia e as vantagens dos recursos do produto, o que facilita a cria??o de estratégias de comunica??o mais informadas e precisas. Da mesma forma, quando os profissionais de marketing compartilham suas percep??es sobre o comportamento do consumidor e as melhores práticas de comunica??o, eles ajudam os bioengenheiros a entender como suas inova??es podem ser melhor posicionadas no mercado.

Joint strategy sessions enable bioengineers and marketers to collaboratively develop a cohesive plan. By combining technical insights with market strategies, both teams can ensure the product's features are effectively communicated and positioned to meet consumer needs.

Bioengineers, R&D, marketers and even sales all need to come together in any successful product development and positioning process. Sales and marketing are bringing the customer needs and market intel to the table and the engineering and R&D teams are bringing the science and technology to the table. Discovering together how both can meet is a team effort. Clear objectives and needs should be identified up front in the development process --- not in the final stages otherwise one could very well end up with a product that just won't sell if it doesn't meet the customer's needs. It should be an ongoing consultative process not only throughout the development but even post launch.

When bioengineers and marketers clash over product positioning, you can take the following steps: 1. Create a platform where both teams can express concerns and goals, fostering mutual understanding. 2. Align on shared goals such as product success and customer satisfaction, balancing technical accuracy and market appeal. 3. Blend bioengineers’ technical knowledge with marketers’ consumer insights to create a comprehensive positioning strategy. 4. Develop prototypes that reflect both perspectives and conduct market testing to gauge consumer reactions. 5. Use feedback to refine the product, ensuring it meets technical standards while resonating with the target market.