5 Medical Device Marketing Strategies

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Today’s life is extremely busy. The physicians, the doctors, and the C-suite Executives do not have enough time to go and check out the newly launched medical devices as the medical device marketing strategy is also not strong enough to persuade the target audience.

Nonetheless, these medical devices are only going to help the physicians grow, the process will become easy and many other conveniences will be noticed. But, because of the limited time and endless appointments, the physicians do not have the time to engage with the medical device manufacturer, so an enhanced medical device marketing strategy must be formulated.

In a 2016 Survey of America’s Physicians, it was found out that 80 % of doctors are either overextended or at capacity. So, in order to communicate with them, it is important to form the right medical device marketing strategy.

Medical device manufacturers are innovating each and every day. They are coming up with exceptional technology in order to counter modern day needs. But their main target audience who are physicians and C-suite Executives are busy and lack time to invest in the buying process.

In earlier days, reaching out to the physicians was not a difficult job at all. The sales representative used to meet the physicians and discuss everything regarding the medical device on a casual lunch. However, times have changed now. The physicians are busier than they ever were. So, marketing ploys need to be revamped completely.

After a thorough look at the present circumstances, it was found out that the medical industry is no different than any other B2B industry and it also requires a motivating medical device marketing strategy. So, the tactics that are followed in those B2B industries must be followed here as well.

Our 5 medical device marketing tactics include:

1. Personal in the communication process

personal communication for medical device marketingB2B marketing has amended its ways every now and then. Nowadays, communication needs to be a lot more personal, warm and heartfelt connected with a persuading medical device marketing strategy. Medical device manufacturers need to understand the importance of building relationships. There must be a solid relationship among the physicians and the medical device manufacturers.

The physicians and the C-suite Executives must be able to feel that there is someone who is bothered about the medical process for which an apt medical device marketing strategy must be produced. Realization is extremely important in today’s business. When the medical device manufacturers would be able to convey a friendly and a kindhearted vibe through a perfect medical device marketing strategy, the doctors, the physicians, and the C-suite Executives will be more open for a conversation.

However, a personalized relationship is quite complex to form. A few techniques are given below that might prove to be helpful:

  • Understanding the needs:

Once the medical device manufacturers start understanding the art of inferring the needs, that day these firms will be highly successful.

The likes and dislikes of the physicians must be given due importance. For example- Sometimes it happens that the physicians might refuse to review the medical device just because they did not approve of the environment or did not like the medical device marketing strategy. So, the medical device manufacturers have to make sure that everything is set according to the likes and dislikes of their target audience.

  • Customize the message:

The modern medical device manufacturers have to design their medical device marketing strategy in such a way that it answers the particular questions of the doctors and the physicians. Rather than building an all-purpose message, the manufacturers have to be specific in order to cater to the needs of the physicians and the doctors.

  • Engage through narrations:

Try to build the medical device marketing strategy in the form of narrations. Tell your target audience about the positive results that have been yielded through the usage of the products. Tell them a perfectly stitched story about the medical device’s success. This is one of the best and simplest tactics for developing a personalized relationship.

2. Engage the target audience through customized E-mail

E-mails might sound an overused tactic. Nonetheless, it is one of the best, simple, convenient and cost-effective method of engaging the target audience. People often complain about the influx of e-mails. Nevertheless, e-mail has to be the backbone of the modern day digital world. Through e-mail, medical device manufacturers can easily reach physicians and doctors. It was found out that 89 % of sellers regard email as their main medium for lead generation. Another survey by HealthLink Dimensions made the importance of email clear by stating that over 68 % of respondents want to be contacted through email, while only 11 % want information through direct mail or in-person visits.

Nonetheless, the e-mails that are sent to the doctors and the physicians must be tailor according to their needs and requirements, this is actually the first step of building a perfect medical device marketing strategy. The content of the e-mail must be customized and should answer the queries of the doctors and the physicians. So, always create customized e-mails and fragmented lists.

  • Customized E-mails: A customized e-mail would be able to interact directly with the target audience. Their questions would be answered as it would be tailor-made to meet the specific needs of the potential buyers.
  • Fragmented Lists: fragmented lists would help in segmenting the audience. When a list is narrowed down, it becomes extremely effective in solving eth problems.

3. Weave a personalized buyers’ persona

Related Post: 12 Healthcare Marketing Strategies

buyer persona for medical device marketingIt is very important in the present day to create a personalized buyers’ persona that must be made a part of medical device marketing strategy. Each and every buyer is different. Especially, when it comes to the physicians and the doctors, the medical device manufacturing companies have to build a unique persona for their clientele.

HubSpot highlighted “Personas are significant to affect the ideal customer we’re trying to attract, and relate to our customers as real humans.’’

Buyer personas have been successful in creating a mark in the marketing arena. So, it is necessary that the medical device manufacturing companies take note of it and add it to their medical device marketing strategy. The buyer personas help in developing a close-knitted relationship with the customers.

Although, the medical device manufacturing companies will sell the same thing to each and every doctor, however, through buyers’ persona, the message will be made specific.

If the medical device manufacturing companies try to incorporate buyer personas of different physicians and the doctors in their medical device marketing strategy then it would be really helpful in influencing these doctors into having a certain kind of contact. Thus, the marketing of medical devices would become a piece of cake.

4. Interact socially with the customers

As mentioned earlier in the article, marketing tactics are changed in the present era. In earlier days, social media did not exist. So, building a presence globally was a hard task, almost impossible. The modern-day tactics are a lot more improved, easy and convenient. However, you must have the knowledge to accurately implement the tactics. Nowadays, social media is booming. Each and every person uses social media. Whether they are teachers, doctors or related to any other profession, social media profile is a must-have.

Now even the doctors and the physicians have become tech-savvy and social media enthusiasts. Well, social media has proved to be of great help to them. It has not only helped them in enhancing their clientele rather the social media has been instrumental in making them a global figure. So, if you are working in a medical device manufacturing company, you want to create a unique medical device marketing strategy and you want to engage with these doctors and physicians, social media is the right way to go.

In 2011, Manhattan Research led the Digital MedTech Physician study, the Annual Healthcare Professional Communication Report 2016, in order to find out how surgeons and other physicians get to know about the medical devices through digital channels.

Through this study, it was found out that physicians who use MedTech products are highly techy and they want to interact with the medical device manufacturers through an online portal.  It also suggested that 50% of the physicians are interested in buying medical devices through online promotional programs and they do not want to meet the sales representative in person.

Similarly, QunatiaMD established that around 65 % of physicians use social media websites in order to fulfil a variety of professional needs. Another study of the Journal of Medical Research implied that 60 % of the physicians consider that social media “improves the care they deliver”. Consequently, around 24 % of physicians think that the usage of social media is helpful in learning new medical information.

A number of MedTech companies are making sure that the physicians grow through the usage of social media and this is the reason, they are incorporating social media into their medical device marketing strategy. Medtronic is one of those company. Medtronic has always advocated the usage of social media. The company has been using social media platforms for strengthening physicians. The company has made its accounts on a variety of social media platforms such as YouTube, LinkedIn, Facebook, and Twitter.

The major elements of the social media presence include:

  • The company stays active 24/7 through social media. By indulging in social media, the company would be able to sell the products explicitly. Also, the queries would be answered almost immediately and the information would also be updated instantly.
  • CEO of the company is the most important person. So, when the CEO of the company puts a status or sends a tweet, it draws an impeccable impression on the target audience.
  • The homepage of the company completely embraces social media. In this way, the visitors would be able to connect socially with the company.

5. Design convincing case studies

medical device marketing case study exampleThe main question that arises is that what the doctors and the physicians actually require from the medical device manufacturers? What is the kind of information that is needed by the doctors and the physicians from the medical device manufacturers? So, when these questions were asked through a survey, the doctors and the physicians responded that they would prefer education over every other thing. So, now you know what you have to do in your medical device marketing strategy.

In this way, case studies are the best way to inform pharmaceutical professionals. HubSpot once stated that: “Case studies are important to the MedTech buyer persona because before a purchase is made through it, they have to be assured about the fact that the device that is being marketed is safe and successfully being used by others. They want to be assured that the purchasing decisions they make will lead to positive patient outcomes.”

A case study is a full-fledged process through which research takes place and it is considered very important for a medical device marketing strategy. It is directed towards a particular person, a thing or a phenomenon in order to find in-depth information regarding the object under study.

Let’s have a look at a few companies that create case studies in the right way:

  • Stryker: Stryker conducts case studies in order to let people know about the benefits that are produced through the usage of their products. The results are depicted by showing the statistics and figures regarding those advantages.
  • Intel Healthcare IT: The case study highlighted the importance of strategic technology initiatives. These initiatives helped in mitigating readmissions.
  • Siemens: This case study was initiated specifically for Immunoassay Workcell solution. It depicts the way through which productivity is increased and operational expenditure is alleviated. The results are highlighted through numbers that show an increase in efficiency and decrease in work hours.

Concluding our Medical Device Go to Marketing Strategy:

Physicians, the doctors, and the C-suite Executives might be leading a busy life. They might not have enough time to book more appointments. Yet, it does not mean that they do not require the newer medical devices. It also does not mean that they do not want to interact with medical device manufacturers.

If you are a medical device company, indulge in creating a modern medical device marketing strategy in order to induce your potential buyers. Make sure that you are incorporating the newer ploys in order to influence the pharmaceutical professionals. As the trends are changing, the needs of the patients are also changing.

As a medical device manufacturing company, make sure that you are relying upon modern tactics- Be Personal in the communication process, Engage the target audience through customized E-mail, Weave a personalized buyers’ persona, Interact socially with the customers, and Design convincing case studies. All these modern day techniques would be helpful in delivering a personalized message in order to induce the pharmaceutical companies into actually making a purchase.


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Lorenzo Gutierrez
Digital Marketing Consultant
Lorenzo Gutierrez is a Digital Marketing Consultant and a certified Google Partner. He helps small businesses and corporations grow their revenue online. He does this by mixing passion, innovation, & expertise.