The days of leaving printed brochures out of doctor’s offices are long over. Outbound marketing techniques have been used successfully for the medical device industry for decades, and while they can be effective still, it is no comparison to executing a thought-out online marketing plan. Some of the most effective strategies companies within the medical industry can utilize are email marketing, search engine optimization, and content marketing.
Marketing a medical device with the proper strategies and using the right technology is the only way you can generate revenue from your device. Luckily, there are several digital marketing techniques you can use to face the daunting challenge of medical device marketing.
Make a Website
First things first, for any business to be successful in the digital age, it needs a website. Creating a tastefully designed website is the first step. Touting the benefits of your device persuasively is necessary. But make sure you are creative with how you go about displaying information on your website. Millions of people may come across your website over its lifetime, but if it is visually lacking, you will not be able to generate any leads or sales.
Start Creating Content
Once your website is up and running, it’s time to get to work with creating content. The type of content you create can vary, whether it’s informational pages, blog posts, or sharing what you post on social media. For the medical industry, your content must be highly informational and educational. But it should also be optimized for search engines.
Search Engine Optimization (SEO)
As mentioned above, creating content should be optimized for it to appear on search engines. There are billions of searches conducted on Google every day, which makes it even more important that you rank in search engines. The higher your rank, the more likely someone is to click on your website.
To enhance your search rank, you need to be using the right keywords and phrases within your content. Make sure you identify what keywords people are searching for, and figure out how you can create content on your website that is not only relevant to the searches but also your medical device.
Another form of search engine marketing, PPC is a paid form of ranking on a search engine. SEO yields organic traffic, whereas PPC is paid. Investing in a PPC campaign is just as important as working on improving your SEO.
Email marketing can be an incredibly effective tactic when done right. The goal of an email marketing campaign is to maintain your active customers/audience by sharing informative emails regularly. Not only can this up the engagement you have with your customer base, but it could lead to new prospects over time. However, don’t start churning out emails every single week. You should decide on doing a monthly, quarterly, or bi-weekly basis (depending on the size of your email list).
As much as a medical device’s benefits and functionality matter, so too does how it is marketed. Going through the regulatory processes of approving a medical device will always take a load of effort, which is why working with a medical device consultant company can also be so beneficial. But when the device is ready for the market, next comes another hassle: marketing it. By implementing some of the strategies listed above, you will likely begin to see a significant return on investment.
by Tracy Eberly