In this episode, I’m joined by Marc Frechette…
…a digital marketing and communications veteran with extensive experience in medical device growth. We dive deep into how he built a groundbreaking online “university” providing continuing education (CE) credits for respiratory therapists.
Marc walks us through the step-by-step process of transforming an in-person training model and webinars into a scalable online platform that not only drove product growth but became a powerful marketing tool. If you’ve ever wondered how education can be maximized for growth, this episode is a must-listen for life sciences marketers.
Marc explains how his company transitioned from in-person training and sporadic webinars to creating an on-demand online academy accredited to offer CE credits for respiratory therapists and nurses.
He emphasizes the importance of treating education as a product—one that requires attention to user engagement, content refreshment, and alignment with professional requirements. Marc shares how this strategy led to a habit-forming educational model, built trust with key audiences, and significantly expanded the company’s market reach. We explore the impact of sustainable, targeted education as a marketing tool, focusing on growth through value creation rather than traditional promotions.
Tune in to learn how this approach can revolutionize niche markets, drive product adoption, and foster long-term customer relationships.
A Few Take-aways on Medical Device Growth
- Treat the Educational Platform as a Product: Build and manage the online university like a product. Focus on user experience, continuous content development, and engagement to foster repeat visits and build credibility.
- Align Content with Industry Needs: Create courses that directly match your audience’s continuing education requirements (like CE credits) to provide tangible value and drive interest.
- Use Data to Drive Personalization: Track user behavior and course completion to tailor future content and nurture leads with personalized marketing efforts.
