Educational marketing strategic approach in a diagnostic imaging company: From global perspective to local implementation

The present paper describes the Educational Marketing Experience that was carried out between 2014-2017 within a Global Clinical and Educational Marketing Team focused on the Market of Diagnostic Medical Ultrasound. The experiences of such Team and the related Global-Local organization are reported both for internal training activities, referred to Sales, Local Marketing and Application Specialists as well as external knowledge transfer activities towards users, customers, Biomedical Engineers and Procurement offices, respectively. Pros and Cons are presented together with possible next step solution proposals.