The great thing about being in the business of marketing healthcare technologies is that you get to communicate information that helps people live healthier and more satisfying lives. But every once in a while, a product comes along that is so wonderful—making the lives of the sickest among us so much better—that you can’t wait to tell everyone about it. The problem is, you have to see the product in action to really get it. Logical, literal terms may give the facts, but they don’t tell the story in context.

So now what? Words are great. But I’ve got to get a picture—a moving picture—to be front and center in my communication. An image that stirs emotion creates an environment where words become even more powerful. After seeing that picture, words move from literal and logical to emotional and expressive. They become a force that makes all of my marketing more efficient and effective.

As marketers, we have to decide not only which words to use, but when to use them and the best way to deliver those words.

If you are curious about the breakthrough product I described here, check out the link below.

http://www.wfsb.com/story/15228427/norwalk-company-makes-new-bed-for-those-bedridden

Clay Wilemon is the Chief Executive and Chief Strategy Officer at DevicePharm, a marketing strategy and integrated marketing communications firm based in Irvine, California. You can email Clay at clayw@DevicePharm.com.