The GWTB model:
a game-changer
for B2B2C medical
device marketers.

In the ever-evolving world of advertising and marketing, the quest for clarity and efficiency in communication briefs is perpetual. Enter the GET, WHO, TO, BY (GWTB) model, a revolutionary approach designed by the creative minds at BBDO. This model distils the essence of a marketing brief into four critical elements, making it a potent tool for brand marketers in the B2B2C medical device sector. But why should this matter to you? Let's dive in and discover the transformative power of the GWTB model.

What is the GET, WHO, TO, BY model?

At its core, the GWTB model is beautifully simple, comprising four components:

GET: Identifies the target audience using demographics and psychographics.
WHO: Describes the current behaviour or attitude of the target audience.
TO: Defines the desired behaviour or attitude post-campaign.
BY: Articulates the core message or proposition to achieve this shift.

This model offers a streamlined, one-page format that ensures a tight, focused, and highly actionable marketing brief.

Features and benefits for B2B2C medical device marketers

Precision Targeting: The "GET" aspect focuses on who you're speaking to, allowing for a deep dive into the complex demographics and psychographics of both your business and end-consumer segments. For medical device marketers, understanding the nuanced needs of healthcare professionals and patients ensures that your message hits home with pinpoint accuracy.

Behavioural Insights: The "WHO" component requires an in-depth look at current behaviours and attitudes. In the medical device sector, understanding these elements can uncover unique opportunities to educate, engage, and inspire both the healthcare providers and the patients they serve.

Strategic Direction: "TO" sets the ambition for what you want your audience to think, feel, or do differently. Whether it's increasing the adoption rates of a new device or changing perceptions about an existing treatment, defining this clearly provides a clear strategic direction.

Compelling Messaging: Finally, "BY" encapsulates your core message. In the context of medical devices, this could range from showcasing innovation, reliability, or patient outcomes. Crafting a message that resonates with both B2B and B2C audiences can significantly amplify your brand's impact.

A catalyst for creativity and growth

The beauty of the GWTB model lies in its ability to foster creativity within a structured framework. By setting clear, focused parameters, marketing teams are free to explore innovative ways to reach and influence their audience, driving both behavioural change and business growth.

For B2B2C medical device organisations, this model is particularly powerful. It bridges the gap between complex medical technologies and the real-world benefits they offer, making it easier for marketers to convey compelling narratives that resonate across the value chain—from healthcare providers to end-users.

Embracing the GET, WHO, TO, BY model

For brand marketers in the medical device sector, the transition to using the GWTB model can be a game-changer. It offers a streamlined approach to brief development, ensuring that every element of your marketing communication is aligned with strategic business objectives. By focusing on behavioural change, the GWTB model not only enhances the effectiveness of your campaigns but also contributes to the broader goal of improving patient care and outcomes.