Incorporating seasonal trends into Medical Device marketing

When we talk about seasonal trends, we are referring to two different concepts: annual festivals and holidays such as Christmas and healthcare awareness days such as pain management awareness day.

Both are opportunities to display the personality of your company and demonstrate corporate responsibility.

Why do seasonal trends matter in Medical Device marketing?

Research shows that consumers want more from companies than they ever have in the past.

People want to know that they are buying from an ethically sound company. An example of this is that 70% of buyers want to know what brands are doing to support social and environmental issues.

How to incorporate seasonal trends into Medical Device marketing?

Undoubtedly there are benefits to acknowledging holidays and awareness days, but how do you do in the Medical Device industry?

Just like in all industries, it needs to be done right to get the best results and to avoid any negative consequences.

• Annual festivals and holidays

  Posting about festivals and holidays on social media can be a great way to exhibit the personality of your business. It steps away from your product temporarily, to place the focus on your company. There are a few main holidays that you can acknowledge.

• Christmas

  It’s the most wonderful time of the year, full of fun and good cheer! Why not show off some of the positivity within your company. You can post about how your office celebrates Christmas or simply wish your followers ‘Happy holidays’ (if your company is international). Either way, Christmas evokes a sense of fun and community, which can portray your company in a positive light.

• New Year and Chinese New Year

  A new year means a new start, so what better time to tell your customers about your ambitions and goals for the year. This is a good time to display your company’s passion and motivation with your target audience, which may be enough to convince them to get in touch with you.

  If your company is international and does business in China, acknowledging the Chinese New Year can be a gesture of good will. Culture is important to everyone, so seeing that a company is in tune with that can leave potential customers with a positive view.

• Awareness days

  Awareness days are a good time for your company to delve into its purpose and demonstrate that your motivators go beyond money, which is likely to resonate with health care professionals who value their patients. Remember, only choose Medical Device awareness days that are relevant to your company.

  For example, a Medical Device company that manufactures insulin pumps could post about Diabetic Awareness Month as they are helping to combat diabetes. There is no need to post on every awareness day, and doing so will appear inauthentic.

  Customers want authenticity from a company, and if you are found out to be posting about causes that your company does not actively support, it can result in bad publicity. For example, lots of companies were criticised last year for posting about pride month without actually doing anything to actively support LGBTQ rights.

  Companies like these have policies in place to promote social inclusion internally. Smaller companies don’t need to do anything as big as these companies have, but there has to be a program in place that goes beyond posting on social media.

  Medical Device related awareness days should not simply be considered a marketing strategy; they should be woven into all parts of your business to avoid any backlash. Rather than just posting about an awareness day, post about how you’re helping to raise awareness. For instance, if you are posting about mental health awareness, take the opportunity to discuss what it means to your company in particular and what you are doing about it.

  To stay on top of the awareness days you could be promoting in your own company. We have created a download of awareness days that are related to Medical Devices. Take a look at the list and add any days relevant to you to your diary; that way you can prepare, and you will never miss a relevant day.

  If you would like to learn more about how to get the most out of your social media posts, see our article on our 13 best practices for social media.

Seize the awareness day!

As you can see, incorporating seasonal trends into your Medical Device marketing can elevate it to a whole new level.

It shows your potential customers that you are more than just a Medical Device manufacturer, there is a company behind those devices with a personality and some social responsibility.

About Podymos

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