4 Tools to Optimize Marketing Communication

Marketing Communication is when a company or firm attempts to inform, persuade and remind consumers about the product or brand they sell. As someone who is living with type one diabetes, I experienced marketing communication firsthand. To better explain how to optimize marketing communication, view the example below:

On April 21st, Medtronic Diabetes got FDA approval for the MiniMed 780g insulin pump. This was big news as it is the first insulin pump to detect if you ate a meal without giving yourself insulin. Now that the pump was improved, they needed to market the product by informing, persuading, reminding, and reinforcing.

1. Inform: creating brand awareness of the MiniMed 780g and new features.

   1. After the FDA approved the insulin pump, Medtronic took to social media to post reels from trained professionals to explain the new features of the insulin pump. The three reels that were posted within a week of launching gained over 35,000 views.

2. Persuade: creating linking, preference, conviction, and purchase of a product.

   1. Medtronic then began posting images of happy customers with testimonials to persuade customers to preorder the insulin pump.

3. Remind: After a customer purchases the product this is your opportunity to remind them to “come back for more”

   1. In this case customers using the old pump received reminders about the brand through marketing campaigns that Medtronic Diabetes posted on Instagram.

4. Reinforcing:

   1. “#GetItBAck” campaign was aimed to show what benefits customers are receiving from using the insulin pump. For instance, a full night's rest, more time with friends, or eating food they didn’t eat before.

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