When it comes to healthcare marketing, the competition is stiff. Whether you are in the pharmaceutical or in the medical device industry, to sell your product or market your service you need a marketing strategy to scale your business. And in the unprecedented time of Covid-19, the demand for medical devices and pharmaceuticals is on rising. With social distancing norms, there is hardly any chance to follow the traditional marketing strategy to market your product or services.
Furthermore, the medical device industry is of one kind that combines world-class engineering and product design with cutting-edge innovation. And this developing product improves the lives of millions all across the globe. Additionally, with the increasing demand for medical devices, medical device manufacturers must find a way to catch the attention of their intended market while making their products and be one step ahead of their competitors.
And medical device manufacturers must use modern marketing tools while leveraging the traditional market practices.
If you are looking to prepare your market, go-to strategy for your medical device, then here are the best 08 medical device marketing strategies to watch in 2021.
1. Know Your Audience
If you are in healthcare marketing, and you lack an understanding of your target audience then you might not scale your marketing campaign and business. Identifying the target audience and buyer personas might seem traditional but to get the potential lead in the market you need to add value worth reminding. And to make matters amend, you first need to identify what market demands, who are your customers, their pain points, the community they are following, the solution they are looking for, and to whom you intend to sell your product or services. By using this critical information, you can identify your buyer persona and aim your marketing
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2. Identify the challenges
When you are providing services in medical device marketing and if you are not keeping insight into the challenges your customers are facing, then you might struggle to reach your intended audience. For example, if pharmaceutical manufacturers already have a medical device but it frequently creates trouble in operations, and the service team is unable to cope with the handling instrument and struggling to maintain the operations. These are the challenges of a customer and if you could provide a solution to the challenges, they are facing then it’s a hit. If you are producing a device that can eliminate the risk involved in operations and enable your leads to provide better service to your customers then it’s a win-win situation.
3. Build your Go-to- marketing strategy as per the Buyer’s intent
Medical device marketing is not a child’s play. To sell your product in the market you must have awareness of the marketing trends. And it doesn’t happen overnight. Moreover, if you are a medical device manufacturer then you must have resources and instruments that are easy to meet the audience’s needs at each step of marketing. The steps of understanding buyer’s journey typically consist of-
It’s an utmost important thing to aware to your audience that you are selling a product that can make the life of your customer better. And to achieve the same, you can include tactics like TV, press release, radio, ads, and search engine optimization.
When your audience knows the problems, they are facing, they know the kind of product they are looking for. In the consideration phase, customers look for the information that will aid them in understanding the product’s effectiveness and the results they will get after usage. And to make it achievable, you can use content like blogs, eBooks, social ads, email marketing, and social media marketing as a part of the consideration.
This is the last and most important stage in building a marketing strategy. After considering your product, the customer is ready to make their decision on the product that will meet their demands. ROI analysis, product comparisons, and device guide help your customer to make a better decision. In this scenario, case studies, testimonials, and customer stories are indeed helpful in giving a complete picture of your device and product. And if this is done effectively, this full journey approach to your marketing asset plan will help your audience in reaching one step closer to success.
4. Define Personas from the buyer’s perspective
In laymen’s language buyer persona defines who is your ideal customer is, the challenges they face, and how they make their decisions.
It’s common to have multiple buyer personas for a business and each individual involved in that decision might have a separate persona. With their different needs and challenges, you must have different strategies to address those needs.
Having a buyer’s persona help you understand and emphasize with your customers so that you can do a better job in servicing them.
5. Make your digital presence
According to a study, around 89% of B2B buyers look for the solution on the internet. And if you don’t plan for social media marketing then you might leave behind your marketing strategy. Moreover, merely having a social presence is not enough. Only if you will provide the information that they need, customers will return to your website over and over as they move through the buyer’s journey. And in medical device marketing, to make this achievable you need to optimize your site with enriched keywords, and SEO. This would eventually generate organic traffic and will bring potential clients directly to your sales funnel.
6. Personalized Learning can be influential
According to global personalized learning, the market is estimated to surpass $2 billion by 2024. Personalized learning is a technique that caters to individual educational needs with constant feedback regarding progress. By providing this educational approach, you can present the creative content with real-time performance analysis of the learner. And in medical device marketing, you can use a computer or mobile software to teach your customers and clients. This teaching approach can leverage artificial intelligence which can perform behaviour analysis to structure the content.
7.Enhance Brand & Product perception
Whether you are pharmaceutical, healthcare marketing, or medical device marketing your main goal is to spread the word about your brand and get noticed by your target audience. And to achieve the same, you can design a highly functional website, and arrange a set of events such as medical conferences, seminars, massive social media giveaways, and live videos on social media. It would be best if you kept your audience engaged after the event, analyse your performance reports, segment your audience, and collect their feedback. By giving some exceptional service, you can make a better connection with your potential client.
8. Distributors are your brand advocates
Online businesses depend on word of mouth to garner customers. Every time when you sell your medical device or product and your customer talks about your service to others it creates a new potential customer. Brand advocacy is a new and innovative marketing strategy that is naturally out of social networks. And to achieve it effectively you must understand the medium and build relationships with these messengers. In addition, these brand advocates discuss their purchases among their team, which also creates a brand visibility feedback loop.
Even in unprecedented times of Covid-19, there is a huge opportunity in the challenges. Medical device manufacturers have to look beyond the challenges and stand out from the crowd like never before. This is the reason business organizations and CIOS are looking for innovative ways harness the full potential of marketing to provide a better customer experience and services to their clients.