We’ve tapped into the science of medical device marketing and recently tackled three medical device marketing best practices for 2020. Now, it’s time to dive even deeper with three more medical device marketing best practices.
Whether you’re implementing your marketing in-house or seeking a part-time marketing consultant, outsourced marketing agency, or freelance marketing expert, these three additional medical device marketing best practices will help you enhance your next marketing campaign.
- Broaden Your Audience
Medical device marketing differs from other forms of product marketing because the target audience is twofold. Understandably, many medical device manufacturers target physicians and hospitals when marketing their devices. However, this means they neglect patients—the true end consumer in the sales funnel.
Just as physicians will research your device to see if it’s the best choice for their business, patients will research your device to see if it’s the best choice for their bodies. By marketing to both doctors and patients, you’re not only establishing your company as an expert within the medical device community, you’re also showing patients that you care about more than just your bottom line. In today’s saturated market, empathy sells.
- Focus on Your Reps
Medical device sales reps are, naturally, sales minded. It’s up to you to make sure that they fully understand, appreciate, and believe in the product they’re selling. Advertise your distributor jobs appropriately so that you’re bringing on teammates who are able to communicate your product’s values in a believable, sincere, and marketable way.
Maintaining good distributor relationships is an important piece of any medical device marketing campaign. After all, the distributors will be the ones selling your product.
- Focus on Experiences
Previously we mentioned that 42% of companies have hired an executive content strategist. Coming up with strategically crafted content is difficult, but extremely necessary. Thinking in terms of experiences can make the process easier. Begin by asking yourself, “What do I want my customers to experience when they visit my website or use my devices?”
If the medical device you’re marketing is a post-surgical knee brace that has been shown to speed the process of healing, focus on that outcome instead of the features of the brace. For example, an athlete will experience greater returns in strength and performance. This one experience can lead to a wide range of content, such as blog posts on knee trauma in athletes or videos of athletes using the knee brace.
Get Ready for 2020
By adopting these three medical device marketing best practices, you can create a marketing campaign that’s worth talking about. Of course, creating a marketing campaign is no small feat. Let us help. Talk to us about bringing in JABR Marketing for your medical device marketing needs instead of adding another full-time employee to payroll.