The Science of Medical Device Marketing
Did you know that medical device marketing is completely different than marketing for other industries? It’s important to keep this in mind when planning marketing for your medical device company.
With special circumstances to consider like compliance, NDAs, and unique FDA regulations, a unique blend of traditional and digital marketing will help companies in the medical device industry succeed.
In this two-part series, we’ll share our ideas for creative and compelling marketing in the medical device industry. Stay tuned for more ideas in our next post!
1. It’s Time to Get Out of Your Comfort Zone
Most medical device companies focus on the same traditional methods: trade shows, brochures, and a static website. There’s usually a heavy focus on device features. Plus, marketers typically rely almost exclusively on stock photography. Granted, it isn’t easy to update marketing materials because of compliance. What if you add something new and it’s not approved by the appropriate parties? Set your concerns aside for a moment and focus on shaking things up. At the very least, update your collateral and website on a semiannual basis (at minimum).
2. Ensure Corporate Branding is Consistent
Keep in mind that marketing shouldn’t just be focused on lead generation, it should also be aimed at building brand awareness and credibility. The stronger your brand, the easier it will be to enter new markets. A business that has promoted its brand consistently over time has already laid a strong marketing foundation. Potential customers will be more likely to take meetings with you or try new products if they’re familiar with—and trust—your brand.
3. Shift from Features to Value
Medical device marketing has traditionally focused solely on features. That’s all well and good—until your competitors develop the same features. Work on shifting your messaging to verbalize the value that the offered features provide. Think about the problems that your products help solve for customers. Why do people purchase your medical device(s)? Identify a key issue that your products address and develop marketing around that.
4. We Live in a Digital World – It’s Time to Market There
Did you know that 89% of American consumers are online daily? This means that, even in a B2B, technical space like medical device manufacturing, the decision makers are operating online. Granted, there are regulatory compliance demands to consider—but with the right oversight, digital marketing efforts can be incredibly effective. Start with a blog aimed at educating readers. Don’t use the blog to sell, but simply strive to spread information that customers might be looking for. Publish fresh content at least once a week if you can. Digital marketing for medical devices is becoming essential to compete in the industry.
5. Consider an Inbound Marketing Strategy
Inbound marketing is the process of attracting potential customers to your website or blog through valuable, relevant, and timely content. Once you’ve captured their attention, you can engage them by collecting contact information and staying in communication with them. Today’s customers don’t want to feel marketed to, but inbound marketing done right helps build relationships that are key to new business. Many companies struggle with implementing this strategy—JABR Marketing can help with that!
Medical device marketing is complicated and requires a shift in thinking—we know from firsthand experience! Many teams don’t have the resources to effectively implement the tactics that work in today’s markets. If that sounds like your company, reach out to us. JABR Marketing can help modernize your medical device marketing to find success!