More Medical Device Marketing Insights
Last time, we covered the basic science of medical device marketing, encouraging companies to shift their marketing approach to achieve more success. To further these efforts, we’ve listed out some specific medical device marketing tactics below to help you stand out in the digital world.
1. Control the Conversation
This means focusing on SEO. All too often, when you Google a medical device company, the first few results are negative news. This happens when companies aren’t doing enough to drive positive rankings for their own website. Your brand’s website—and what you’re selling—should be the first items that come up when someone searches your company. Work with a technical SEO expert to set you on the right track.
2. Start with a Blog
An easy way to up your SEO rankings is through a regularly updated blog. Search engines naturally pay more attention to websites with larger numbers of pages. Every time you add a blog post, a new page is created, making your site more authoritative. Plus, you can optimize each blog with keywords to further boost SEO. A carefully curated blog is a great first step in controlling the conversation about your company and products.
3. Share your Story
Once you’ve laid a good foundation with your blogging efforts, focus on generating valuable content like videos, white papers, instructional guides, case studies, press releases on events or conferences you’ll be attending—or anything else newsworthy you have to share. Your website and blog are two areas you have complete control over, and you should use that to your advantage.
4. Create Great Content
Did you know that 42% of companies have hired an executive content strategist? The value of strategically crafted content has become increasingly clear: customers want thought leadership from people with industry knowledge. Carve out some time to create content that’s focused on education, not simply selling or discussing product features.
5. Make Mobile Your Friend
Over half of today’s website traffic is mobile. That means your site must be optimized for mobile, or you’re losing traffic. Here are a few tips to keep in mind:
- Mobile searches require fast loading times, crisp copy, and clear calls-to-action (CTAs). Without being able to easily navigate your site, users are likely to bounce.
- Provide easily discoverable landing pages for every unique product or device. Think of landing pages as tools that can convert traffic to leads. Review your landing pages and make sure they’re driving one specific action: getting leads to download a brochure, sign up for a newsletter, register for a webinar, etc.
We get it: as a regulatory-heavy company, it isn’t easy to usher in a new digital era. Many companies don’t have the time, staff, or resources to shoulder digital marketing for medical devices alone. That’s why JABR Marketing focuses on people and project management that can close the gaps and help you reach your goals. We have extensive experience in medical device marketing and complete knowledge of how to factor in compliance and regulatory concerns to marketing campaigns. Let’s start a conversation!