Medical device manufacturers often encounter a challenge when they start to market their device — their target audience is busy.
Doctors, health specialists, and medical executives have limited time. Thus the extra challenge. You need to not only get your marketing material in front of them, but also make sure that it is compelling and easy enough for them to digest quickly.
Some digital marketing tools facilitate this process. If you’re a medical device manufacturer looking to market your product, here are the solutions that can be the most effective:
- Social Media Marketing – Particularly LinkedIn
Medical professionals are people too, and as such, they likely spend time on social media. You can use this in your marketing.
First, you need to understand what social media platforms they are spending their time on and how they are using them. The most popular platform for professionals is LinkedIn, so that is often a good place to start.
Posting consistent content that gets in front of your prospects is key to increasing awareness about your medical device. If using LinkedIn, you can also take advantage of features such as InMail and connection requests to increase your network.
- Search Engine Optimized Website
A website is a cornerstone for most digital marketing, but it’s even more important for medical device manufacturers without a storefront. In this case, a website is your storefront – it’s how your prospects will find you or where you can direct them to for more information.
A medical device website should clearly get across what you’re selling and what sets it apart. While it’s tempting to use lots of scientific language (and the evidence should be there) you also want to make sure that the site is written in lay terms so that a professional browsing on their lunch break or in their spare five minutes can easily take it all in.
Finally, the website should be optimized for search engines, so that a medical professional searching for what you offer can easily find you.
- Participating in Professional Groups
Referrals and word-of-mouth marketing can work well for new technology, such as medical devices. However, you likely don’t have the time or resources to attend multiple in-person networking events per month…
Luckily, digital marketing allows for online networking that takes less time and is available 24/7. You don’t have to wait for the next annual convention or monthly meet up. And, as a bonus, you can strengthen connections between those events and make even more introductions.
Professional groups, such as on LinkedIn and Facebook, are meccas of potential prospects. By joining them and participating in discussions – or posting your own – you can build up a network and learn more about what your target audience is looking for.
Learn more about connecting in professional groups.
- Use Case Studies
According to HubSpot, case studies do more than tell a story for the medtech buyer. They provide vital evidence by presenting medical data and testing results.
Medtech buyers rely on trust signals and results-based evidence, which case studies can provide. They want to see the actual results and know what they are purchasing – so stay true to what the results have provided.
“While many industries might be able to get away with a generic case study that presents a positive review from a ‘director of operations at an east coast manufacturing company,’ the medtech buyer is looking for more details,†HubSpot states. “This trust matters because these buying choices have real world implications that are beyond legal and financial repercussions.â€
Strong social media, an optimized website, a professional network, and reliable evidence go a long way to forming the base of a medical device marketing strategy to reach more people in less time.
Pulsion Marketing can help expand your reach even further. Our tried-and-true solutions ensure that your digital marketing is working for you.
Learn more about our marketing solutions by calling 1-888-701-4441 or visiting https://www.gopulsion.io/contact/.