A comprehensive guide to digital marketing for medical devices

18 Nov 21

Digital marketing for medical devices has transformed the landscape for how to market a medical device, showing that traditional in-person sales tactics, like visiting hospitals or attending trade shows, are no longer the sole methods to engage with your target audience.

Today, forming meaningful connections can be effectively achieved through strategic digital content marketing and tailored digital campaigns aimed at physicians and healthcare decision-makers.

Digital is the new sphere to market medical devices

Digital has become the pivotal sphere to market medical devices, providing manufacturers with unprecedented access to their target audience.

So, what comprises digital marketing for medical devices, and how can you effectively implement these strategies? This guide delves into medical device digital marketing best practices, including creating impactful websites, leveraging social media marketing, using paid ads, and utilising email marketing.

Websites

Websites are the cornerstone for all digital marketing campaigns, serving as a central hub that connects all your digital channels and provides the most effective means for customers to reach out to you.

A strong website strategy for digital marketing for medical devices not only focuses on achieving high search engine rankings but also on crafting a user-friendly design that converts visitors into customers, following medical device digital marketing best practices.

Search engine optimisation

Organic searches account for 53% of online traffic, highlighting the significance of ranking well in search engine results. Consider your habits: when searching on Google, it’s more likely for you to select one of the top-listed sites rather than scrolling to the bottom or venturing to the subsequent results pages.

This user behaviour underscores the importance of search engine optimisation (SEO) for digital marketing for medical devices. Effective SEO involves refining your website’s design and content, ensuring it appeals to search engine algorithms. A well-ranked website garners more traffic, which is why SEO is a critical focus for digital marketers aiming to enhance visibility in the medical device sector.

Want to access the full digital marketing for medical devices guide?

Conversion

Optimising conversion rates is as crucial as attracting visitors to your website. High traffic volumes are beneficial only when they lead to conversions. Conversion rate optimization involves a thorough analysis of your website to develop strategies that prompt users to take specific actions.

For manufacturers engaged in digital marketing for medical devices, the goal is often to prompt healthcare professionals to initiate contact through a form—aiding in lead generation—or to facilitate direct product purchases from the website.

Achieving this requires an in-depth understanding of your target customers and their expectations. By mapping out their conversion journey, you can create a user-friendly website experience that not only makes navigation intuitive but also clearly directs them towards taking the next step in their customer journey.

Social media

Social media marketing’s ascent in popularity has revolutionised how businesses, especially in the realm of medical devices, engage with their audience.

This approach has become a staple in the toolkit for digital marketing to physicians and healthcare providers. The number of business-related Facebook messages doubled in 2020, showing the growing interaction between consumers and brands on social media platforms.

In operating rooms, medical device reps with a personable and relatable demeanour tend to excel. This human touch is also essential in the digital domain. Despite fewer in-person interactions, the authenticity of your brand should shine through. Social media not only offers a window to display your medical devices but, more importantly, it enables you to convey your brand’s values and ethos, explaining why engagement with your brand is meaningful.

Paid ads

Paid ads are often praised as the fast-acting element of digital marketing for medical devices, offering immediate visibility and measurable results upon activation.

These advertisements are primarily categorised as search ads on search engines and display ads across social media and various websites.

These ads are triggered by specific keywords associated with digital marketing to physicians or aligning with certain demographic profiles. Companies engage in a bidding process for these keywords or demographics, opting to pay per click or per impression, depending on their strategy. Ad platforms are designed to efficiently utilise budgets to achieve the best possible return on investment.

While paid ads serve as an effective means to broaden your reach and swiftly drive traffic to your website, the key to their success lies in careful optimisation. This ensures that every dollar spent on medical device marketing is an investment towards achieving your brand’s marketing objectives.

Retargeting

Retargeting stands out when it comes to paid advertising for its unique approach of displaying ads specifically to individuals who have previously visited your website, effectively aiding in the conversion process by keeping your brand top-of-mind.

This tactic aligns perfectly with the adage that a customer should see your brand seven times to remember it, making retargeting a strategic asset in achieving memorable interactions with a keen audience.

Email marketing, well-known for delivering one of the highest returns on investment, is particularly potent in digital marketing for medical devices. It involves sending curated content to a list of subscribers—ranging from special offers and newsletters to company news and event invitations. At this point, the potential customer is already aware of your brand, and the goal is to foster this relationship until they are ready to make a purchase.

What makes email marketing exceedingly effective is its ability to reach an audience that has already shown interest in your offerings, providing continual value with minimal associated costs, barring the expense of an email service provider.

However, there are challenges to navigate, such as compliance with GDPR regulations and the uncertainty of email open rates. To manage these effectively, it’s key to constantly assess and refine your email marketing strategies. Our comprehensive guide on digital marketing to physicians includes resources to assist you in executing successful email campaigns, complete with an overview of prominent email service providers and their capabilities.

How it all works together

Digital marketing for medical devices isn’t just about casting a wide net—it’s about weaving a network of campaigns that guide your audience to exactly where you want them. Imagine it like a GPS system, all roads leading to your contact form, each turn a step closer to a conversion.

The beauty of digital marketing is how different strategies support each other. For example, the content on your website isn’t just there to climb the SEO ladder; it’s a launchpad for your social media and email campaigns. And those tweets and newsletters? They’re not just friendly updates. They’re signposts pointing back to your website—the place where the magic happens, where browsing turns into action.

After visitor’s land on your site, you’ve got the chance to bring them back for more. Maybe it’s with a free guide they can download in exchange for an email, which adds them to your mailing list. From there, you’re not just another company; you’re the one that keeps showing up with something valuable. That’s how separate platforms sing in harmony, hitting all the right notes in your marketing symphony.

How to get started

Diving into digital marketing for medical devices might seem overwhelming at first glance. Where do you even begin?

Don’t worry—our comprehensive guide is packed with the essentials to kickstart your journey. Below, you’ll find additional resources that delve deeper into the strategies we’ve covered, giving you a clearer roadmap.

Digital marketing isn’t just a buzzword; it’s a game-changer for your business. It propels you into the now, expanding your reach and potentially multiplying your clientele. Ready to take the leap? Let’s get going.

Digital marketing for medical devices from Podymos

Are you aiming to communicate more effectively with HCPs and patients? Do you aspire to deliver high-quality [service] campaigns as part of your broader multichannel marketing strategy? You’ve landed in the right place.

Podymos is a dedicated healthcare marketing agency, specialising in downstream medical device marketing. Our services might be a bit pricier than non-specialised agencies and freelance teams, and that’s because our exclusive focus on the medical device space equips us with specialised knowledge and expertise that others might not offer.

For compliant campaigns that align with your business objectives, we’re here to assist. Simply provide your contact details, and we’ll reach out promptly for a no-obligation discussion.

Further reading

Join the mailing list

Start getting impactful
marketing today

1

Schedule your 30-minute introduction call with us.

2

Understand how we can execute your strategy.

3

Receive impactful marketing materials from medical device specialists.

We use cookies to give you the best online experience. By agreeing you accept the use of cookies in accordance with our cookie policy.

Privacy Settings saved!
Privacy Settings

When you visit any web site, it may store or retrieve information on your browser, mostly in the form of cookies. Control your personal Cookie Services here.

These cookies are essential in order to enable you to move around the website and use its features. Without these cookies basic services cannot be provided.

Cookie generated by applications based on the PHP language. This is a general purpose identifier used to maintain user session variables. It is normally a random generated number, how it is used can be specific to the site, but a good example is maintaining a logged-in status for a user between pages.

Used on sites built with Wordpress. Tests whether or not the browser has cookies enabled

Decline all Services
Accept all Services
Processing...
Thank you! Your subscription has been confirmed. You'll hear from us soon.
ErrorHere