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How much does a Medical Device webinar cost in 2022?

medical device webinars 2022

Have you ever wondered how much it would cost for an agency to run your webinar from start to finish so you can spend time working on other business objectives?

Wouldn’t it be great if there was a complete breakdown of costs and services, enabling you to understand what your options are?

Well, we have left no stone unturned and delved into what drives the costs up and why some companies are more expensive than others when it comes to hosting webinars. So, let’s start….

What’s involved in running a webinar?

medical device webinars 2022

Hosting

Often when you ask about the price of hosting a webinar, you will hear the answer “well, it depends”. It’s frustrating but unfortunately, it’s true. There are many elements involved in running a webinar, and how much your team does versus how much your marketing agency does changes the cost.

The core elements will be included in most packages, regardless of the agency you use. These should include smooth set-up and hosting of the webinar, including speaker, audio and video management. The costs of this will depend on factors such as how long it takes to liaise with the speakers for their details, the hosting platform, the length of the webinar and the number of team members needed to support the live event.

Let’s look at an example. If you’ve pre-recorded presentations to stream during the webinar, your agency will likely need 3 people behind the scenes. The 1st manages the speakers and webinar software, and 2 others are needed to run computers in separate locations to stream the presentations in case of internet connection or technical failure.

On the other hand, if only 1 computer is used, with a single team member, the cost of hosting your webinar will be significantly lower. It depends on what is right for your webinar.

The other factor that will affect the cost is the charge-out rate of the people hosting the webinar. Using a freelancer non-specialist agency will cost less, however, costs may be more when using a specialist agency.

Cost range: £350 – £2,000
Variable factors:

  • Content to be streamed
  • Number of computers and team members required by your agency
  • Agency’s level of specialisation
  • Software used

Promoting your webinar

Once you have your list of key opinion leader speakers, next you’ll need to ensure your webinar is promoted effectively. There are many ways to do this, and each will impact the cost of your webinar.

Webinar promotion emails

Do you have an existing GDPR contact list that your agency can use to promote your webinar? If so, there will be no need to purchase a mailing list, which an agency can do for you if needed.

Other variable factors include the email software used by your agency and the time it takes them to clean your contact list, set up and design of the email template and copywriting if needed.

You also need to consider how many repeat emails you would like to be sent. Do you only want to send 1 email? Or would you prefer to send 2-3 to maximise open rate and sign-ups to your webinar? Most agencies will encourage you to go for the latter, however, if only 1 email is the cost of your webinar will be reduced but the effectiveness of promotion may be reduced. ,

Cost range: £750 – £1,200 (possibly more if a large email list needs to be purchased)
Variable factors:

  • Number of emails
  • Current mailing list situation
  • Agency software

Webinar social media promotion

Social media has a large reach when it comes to promoting a webinar, especially if you can capitalise on your team and speakers’ networks.

The cost of social media promotion depends on the type and number of posts to be sent out and the level of graphic design input needed. For instance, if you choose to send out only still images to promote the webinar, the cost will be less than if you wanted videos or gifs created.

Speaker management will also affect webinar costs. You may ask your agency to set up posts with individual tracking links for each speaker and encourage them to post them. Speakers may need to be reminded to post or encouraged to more proactively generate registrations. All of this takes time.

Cost range: £100 – £750
Variable factors:

  • Type and number of posts
  • Number of platforms on which content needs to be posted
  • Advertising in Medical Device journals

Have you ever thought of using banner ads in clinical journals to promote your webinars? It can be especially useful if you have a series of webinars running throughout the year. Often journals sell monthly display ads which can be a great way to target a specific clinical audience.

The cost of setting up a journal advert series will vary from journal to journal and can be anywhere from £450 – £2500 per month (Journal cost). This will not include your agency’s fees which include the cost of sourcing the advertising space and designing the advert.

Cost range: Journal display ad space: £450 – £2,500 per month
Agency costs: £300 – £600
Variable factors:

  • Cost of advertising space with different journals

Society communication

Do you work closely with any medical societies whose members are the target audience of your webinar? If so, collaborating with a society can be a great way to extend your reach and therefore increase attendance to your webinar.

The cost of agency support to do this will totally depend on their involvement. Do you want them to approach the society (this is not recommended, as the relationship should always be between you and the society), or just supply the HTML email code (which will include design, copy and building the code) so the email goes out beautifully to all their members?

In terms of the cost charged by the society, it may be free, but other times there is a fee. It totally depends on your relationship with the society, as well as their own policies.

Cost range:
Society communication: Free – £3,000 (can be higher, depending on size of society)
Agency cost: £200 – £450
Variable factors:

  • Design of email (branded or simple)
  • Format (HTML coded or JPEG?)
  • Is copywriting needed

Webinars costs

Pre-recording presentations

There are many reasons why you or your speakers may want to pre-record presentations. It’s the best way to guarantee that all of the information is conveyed succinctly, as often things can be missed or rushed when the pressure of being live is present.

Your agency will be able to help with pre-recording by providing online filming capabilities (or live if needed) and editing. The cost of this will depend on the number of presentations to be filmed, the length of each presentation, and if any sections need to be re-filmed.

Costs will also depend on who is included in the filming session. You may need a videographer and account manager online during filming, or just an account manager if your agency has the correct software to film in high resolution without the support of a video team.

Finally, your presentation will need to be edited before the webinar, to ensure it looks professional and is engaging. This will often be done by combining 3 video streams so it’s easy to view the speaker and the presentation at the same time.

These recordings can then also be used on social media after the live event. If you decide to film with only one feed, the cost will be lower.

Cost range: £500 – £1,200 (per presentation)
Variable factors:

  • Length of presentation
  • Number of re-records
  • Software used by agency

Post webinar promotion

Editing of webinar for website and social media

If you want to use the webinar afterwards on your website or social media, it is a great idea to edit the final webinar (if not pre-recorded) and create short clips for social media. You can often create 10 or more short videos from one webinar, which makes for really engaging content.

Editing the shorts involves removing the ‘ums’ and ‘arhs’ from the footage and also ensuring that the right screen is visible at the right time. For instance, if the speaker is referring to a slide, that slide needs to be showing. Equally, if the panellists are having a group discussion, it is better to have a gallery view of all the speakers.

Cost: £500-£1,200 per video depending on how much editing is required for each speaker.
Variable factors:

  • How many presentations
  • The length of the presentations
  • Are social media clips needed?

Email campaign

You have spent a lot of time and money on hosting a webinar to add value to your audience, as such you may also want to send a further email to your entire email list so they can watch the webinar if they didn’t have time to view live. This is also an excellent opportunity to push your audience to your YouTube page with other amazing content.

This should be quite straightforward if you sent an email campaign promoting your webinar. Your mailing list will already be uploaded to the software, so all that is needed is for the agency to design, write, build and schedule the email.

Cost: £550 – £750
Variable factors:

  • Design
  • Copywriting

Other factors that affect price

Agency experience & specialism

Another factor that will impact the cost of your webinar is the specialism of your agency. Normally, more expensive agencies are those that have specific industry or webinar experience (or both), however that doesn’t mean a smaller team wouldn’t still do an amazing job.

Ongoing changes

Your agency will plan for 2 rounds of changes for each piece of new work they create and will have allocated the teams time accordingly. In order to prevent exceeding this planned number, it is great to get all feedback from your internal team before providing updates to the agency. This will significantly save time on both sides and undoubtedly save you a lot of unnecessary budget spend.

Check out our article on managing agency pricing if you’d like to learn more.

Webinars with Podymoshealthcare webinars costs

At Podymos we specialise in Medical Device marketing, particularly downstream marketing. We are likely to be more expensive that many companies who run webinars as we are specialist in the Medical Device sector and webinars are one of our specialties.

We manage every aspect of your webinar from start to finish and often all we need from you is your speaker list, webinar topic and mailing list (if you have one) and we can do the rest – we will of course need your approval along the way.

If you would like to request a quote for us to support your webinar, get in touch with us through our contact form.

GDPR for Medical Device marketers

gdpr

Although GDPR has been around for a while now, it is still a term that scares marketers and causes them to tread lightly in their marketing activities for fear of not complying. The rules are buried so deep under technical jargon that it can be difficult to really understand what you can and cannot do as a Medical Device marketer. Luckily, we’re here to clear a few things up and leave you feeling more confident running your marketing campaigns.

GDPR is different to the EU MDR released in May 2021. As a Medical Device marketer, you need to be aware of both sets of regulations, so once you’re finished here, you can visit our incredibly comprehensive EU MDR article and download.

What is GDPR?

gdpr

The term GDPR refers to the General Data Protection Regulation of 2018. It was put in place to give consumers greater transparency about the collection and use of their personal data.

Although the EU drafted it, it still applies to companies outside the EU collecting data from its citizens. For example, a US-based company would still have to comply with GDPR if collecting data in France or Italy.

Organisations and companies that fail to comply with GDPR leave themselves open to facing vast fines of up to 20 million euros or 4% of annual global turnover, whichever is higher. Not only that, but the damage it can do to a brand’s image can be irreparable as clients and customers lose trust in the company. So, it’s best to get it right!

How to comply with GDPR

The official legal text with all of the regulations on it is lengthy and technical and a lot of it isn’t relevant to you as a Medical Device marketer. Often, the language used is ambiguous, so it is really important to justify everything that you do.

As an organisation that collects personal data of any kind, you must be able to comply with at least one of the six legal bases for processing personal data. These are:

  1. Explicit consent – Someone should agree to have their data collected and stored without being tricked in any way.
  2. Performance of a contract – Sometimes, you must collect data to create a contract
  3. Legitimate interest – This is probably the most obscure basis. In general, this is when you use data because the subject would expect you to. You can find out more about legitimate interest from the ICO.
  4. Vital interest – This might be used in processing health data to save someone’s life.
  5. Legal requirement – This is when there is a legal obligation to collect and process data; for example, employers need specific data on their employees.
  6. Public interest – This is most likely to be used in civil service and governments.

As a marketer, the safest option is probably always to gain informed consent; that way, you can know with certainty that you are collecting and processing the data legally.

What counts as personal data?

personal data

First of all, it is good to clarify what is meant by personal data. It can include the following: names, email addresses, location data, a person’s physiological details, genetic, mental, economic, cultural or social identity. When it comes to online information that you might collect, it includes IP addresses, cookies, devices and search engines used.

It is essential to know that although all of this information could be made available to you, a critical point in the General Data Protection Regulation is that you should only collect the information you need. Storing any data poses a risk, and that risk grows with the more data you hold, so you should only hold the minimum amount that you need.

Website data collection

You probably use an analysis tool like Google Analytics or SEMrush to check how your website is performing. You might look at traffic statistics or bounce rate, but whatever data you’re looking at is collected via cookies.

Cookies are small text files that websites use to collect data on users. If you would like to learn more about what they are, check out our article “What are website cookies?”.

website cookies

Although they’re helpful to marketers, cookies can store a lot of personal information, and you will need to make that explicitly clear to your website visitors. They will need to opt-in to be tracked by cookies. You can do this through a cookie banner or pop-up box, where you ask users to accept or refuse cookies.

You should also allow users to personalise their cookies settings; for example, if they want to allow some cookies but not others, they should be able to update their settings so that they can do that. If you’re not sure how to do this or if you are compliant, you can talk to a developer to work with you and update your website.

Data and privacy policies

As well as including a cookies banner or pop up, you should also ensure that your website has a cookies and privacy policy that clearly lays out what data your website collects and why. This should be written in an easy-to-understand way to ensure that readers have full knowledge of what they’re agreeing to.

cookies

Typically, you will find cookie and privacy policies either linked in the cookie banner or pop up or in the website’s footer. This allows users to read about the website’s policies in-depth, but there doesn’t need to be a huge part of the website dedicated to it.

Writing cookie and privacy policies doesn’t have to be complicated; in fact, there are templates available online if you do not feel able to draft it for yourself, such as this template builder from Termly. If using a template, you need to ensure that it is personalised to your website and isn’t giving out any false information. Of course, if in doubt, you should consult a lawyer to ensure that you are 100% compliant.

Email marketing data collection

When the GDPR was first released, marketers feared that it would be the end of email marketing, but that hasn’t been true at all. In fact, the new rules have meant that you will only end up marketing to people who have agreed to be marketed to and are therefore more likely to be an engaged audience, so more likely to convert. This way, you won’t waste time on prospects who have no interest in what you are offering.

If you are looking to build up a mailing list to send out campaigns to, whether it’s monthly newsletters or webinar invites, there are a few rules to follow, which are centred around consent and greater control for the data subject.

Explicit consent

The major rule around email marketing is that you have to gain consent to contact your mailing list. Consent has to be explicit, so you cannot simply tell people they are signing up to join a mailing list in small print at the bottom of the page.

The best way to ensure that people know what they are signing up for you should create a box that users have to tick to join the mailing list, and the copy should state precisely what they are signing up for in no uncertain terms.

By having users complete an action, i.e. ticking a box, you will ensure that you have informed consent and, therefore, a legal basis for storing their data. Again, you should only store the necessary data to carry out your marketing duties, which will probably be their name and email address. As well as being more secure, you don’t risk people dropping out of the signing up questionnaire because they cannot be bothered to answer so many questions.

Opt-out

As well as giving consent, your mailing list, you must allow people to have control of their data. This means that not only must you be transparent about what data you store and for how long, you must also delete people’s data if they ask you to.

Email campaigns should make it easy for people to be removed from your mailing list by having an unsubscribe button. Campaign builders such as MailerLite and Mailchimp make it easy to include unsubscribe functions. You can choose to delete the user’s data immediately or keep it. When you do delete the data, it is your company’s responsibility to ensure that data is destroyed appropriately and cannot be gathered for fraudulent purposes as you will be held accountable.

Regularly review data

The GDPR states that you shouldn’t keep data for too long, so your company should have policies in place to ensure that data is reviewed frequently to either delete it or regain consent. The amount of time you store data for is debatable as the language surrounding it is ambiguous, stating that you cannot keep data “any longer than you need it”. How long you need to store data probably depends on your purpose for acquiring the data in the first place.

As a Medical Device marketer, your purpose for storing personal data is probably because that person is a customer, or they are a prospect/lead. As long as someone remains a customer, you’ll want to keep their personal data to contact them, but if they stop being a customer, how long will you keep their data before deleting it? Likewise, how long do you store leads data before accepting that they will not convert to becoming a customer? This is up to your company to decide, but it is very important to have clear guidelines on it so that you can justify how long you store the data for.

Our top tips for staying on top of GDPR

  • Develop a set of policies to cover how you are going to stay on top of adhering to the regulations. This should include how much data it is necessary to store and how frequently you are going to review data.
  • Having a customer relationship management system (CRM) will help you to keep track of your customers and the data you have stored on them, making it much easier to control.
  • Review your mailing list sign-up and privacy policy. Make sure that the copy is easy to understand and leaves no room for confusion.
  • Utilise social media. Information on social media is publicly available, so if you want to reach out to prospects individually, social media is a great way to do it!

Keep it simple and transparent!

As you can see, navigating the world of GDPR is no easy task. Sometimes it can be complicated, and the risk of not getting it right can be monumental. The main thing you can do is keep it simple, always be transparent and get permission. As long as your users know what is happening with their data, you are doing the right thing.

About Podymos Podymos is a dedicated Medical Device marketing agency. We are passionate about sharing relevant knowledge to expand our clients’ capabilities. If you would like to find out more about what we do, you can visit our services page, or get in contact with us.

https://www.podymos.com/email-signup

And don’t forget to follow us on social media


How to make your Medical Device website convert

women on laptop

People often think that the way their website looks is the most important aspect of whether or not it will perform well, but this isn’t actually the case. Yes, having a clean, modern-looking website that is in line with your brand guidelines is important, but if it doesn’t provide a great experience for the user, you may be left with a beautiful site that doesn’t actually help you to achieve your targets.

Website conversion is when a user completes an action on your site that helps you achieve your business goals, this might include buying a product or filling in a contact form, or possibly downloading a PDF that requires them to provide their contact details. These are the actions that you should be tracking the success of your site on.

We’re going to discuss what is important when it comes to running a website, and we’ll be providing some of our top tips on increasing your conversion rate, to get you closer to achieving your goals.

woman trying to make her website convert more

Setting website goals

When it comes to designing and running a website, you need to be sure why you are doing it, your website should be playing a part in growing your business as a whole. For many, their website goals are simply to increase their traffic, but what is this actually helping to achieve? If you are getting a lot of people coming to your website, but they are not doing anything whilst they are there, then what is the point?

In order to examine your conversion rate and then increase it, you need to be able to define your goals and the user actions that will help to achieve them. For example, if you want to increase your client base, having users fill out a contact form will give you new leads, taking you one step closer to your goal.

Setting clear goals for your site will help you make decisions, and it will give you direction and something to work towards.

Understanding the customer journey

Understanding the customer and their journey is extremely important when it comes to conversion because you want to ensure that you are producing content that they are interested in and that you are directing them to the next step at the correct time.

There are many different theories to describe the customer journey but generally, a prospect goes through four stages to become a customer. When they first come across you, they are in the awareness stage, they will then move onto the interest stage, the desire stage, and eventually become a customer at the action stage. It is your website’s job to guide them through this journey.

climbing upwards

You can determine where your customer is on their journey by how they found your website. Customers that come across your site via paid ads could be in the awareness stage of their journey, so they will need to be directed towards the parts of your site that give more information about who you are and what you do. At this stage, it wouldn’t be wise to direct them towards your final conversion goal, such as a contact page, because they have not gathered enough information to make a decision.

Prospects that have found your site via social media are more likely to already have an awareness of your company and are therefore in the interest or desire stage, so you would want to direct them to content that helps them decide whether to buy from you or get in touch. These might be reviews or case studies. After this point, you can encourage them to purchase or fill in a contact form because they are more likely to convert.

As you can see, it is important to understand where your customer is on their journey, so that you can predict what they will be looking for next. This will help you to design your site in a way that anticipates their needs and guide them smoothly through the journey to conversion.

Understanding website analytics

Your website’s analytics are vital to understanding how well your site is converting, but if you don’t have a lot of experience in this area, it might be difficult not only to understand what certain terms mean but also what is important and what isn’t. Often people are most focused on how much website traffic they are getting, but this is known as ‘vanity metrics’. Although it’s great to see your traffic climbing, it only really matters if that traffic is converting.

statistics

Google Analytics is one of the most popular ways to get data on your website’s performance when it comes to conversion, as it allows you to set up goals to measure what is known as conversion rate (CVR). Other sites like Oribi can also be used to get actionable insights, but are not free. Your conversion rate tells you what percentage of people completed the desired action such as downloading content. You can look at your CVR for all sorts of segments of your audience, for example how they found your site or what sort of device they’re using. Looking at this allows you to track where the websites’ conversion is best, and where areas need work.

Another term that is important to know when it comes to conversion is ‘bounce rate’. This refers to the number of people who left the website without clicking through to any other pages. Looking at this can help you to see which pages are not keeping your visitors’ attention, and therefore where to focus your improvement efforts.

It is hard to say what your website’s bounce rate and conversion rate should be. Averages are different for every industry, so what’s good for one business may be bad for another. Generally speaking, a website with a bounce rate below 60% is average, whilst a conversion rate of 2.35% is the average. It is important to remember that the action considered a conversion is different for many businesses, so you should always judge your conversion rate on your own previous performance.

How to improve website conversion rate

Once you have defined your website’s goals, you are able to understand your customer’s journey, and know how to measure performance, you can start optimising your site for conversion. There are lots of things you need to consider when it comes to optimising, and we have listed some of the most important below.

Troubleshooting and A/B testing

Looking at your website’s analytics should be your first stop for improving your website’s conversion. Analysing the data isn’t just about looking at the numbers, it’s about making changes based on what those numbers tell you. For instance, if you find that lots of people are going to your contact form page but not filling it in, it might tell you that there is an issue with the form. Maybe there are too many questions to fill in, or customers are being directed there before they are ready. The numbers reveal an issue, and you can use that to make meaningful changes.

A/B testing can be used to experiment with different variables to see which one works better. This is when you are able to present variations of website features to different users and compare how they perform. For instance, you may choose to use different text on your homepage to see which one encourages more people to navigate to different parts of your site. When you compare the data side by side, you’ll probably see that one version is more successful and therefore that is the version you should stick with. The benefits of A/B testing your CTA statements are unquestionable as it has been reported that A/B tests can raise your conversions from 20 to 95%. You can run A/B tests through tools that you install on your website. Conversion Sciences has listed the best A/B test tools to help you choose the right one for you.

Make everything as easy as possible

Possibly the most important thing to consider when it comes to improving your conversion rate is how easy your website is to use because the easier it is to use, the better the user experience. This means that your website should be easy to navigate with clear directions on where everything can be found. Generally speaking, the fewer steps it takes the do something, the better.

For example, having click to call or click to email functions are great as they make it really convenient for your users to get in touch. Similarly, a button that automatically scrolls back up to the navigation menu is a small tool that will help to keep users on your website. The second that your user isn’t able to find or do something, you lose them as it is so easy for them to go and find another website. By putting yourself in the shoes of the user, you can predict their needs and make sure everything they want is easily accessible. rn

Use CTAs throughout

retargetting visitors

You should always be directing your visitors and guiding them along their journey. Wherever they interact with your website, they should always know where to go next, otherwise you increase the risk of them clicking away. Using calls to action (CTAs) is ideal for directing your website’s visitors. All you have to do is mention the next steps the user can take. Good examples include ‘Sign up to our mailing list or ‘Read about our services’.

You can either include CTAs within your text, or better yet, as buttons that stand out and catch the eye – making it easy for the user to see where they can go next.

Retargeting website visitors

Inevitably, you are going to lose visitors before they convert. The rule of 7 states that people need to see a brand 7 times before they become a paying customer, so it’s unlikely that you will be able to convert a prospect from being unaware of your company into a customer on one visit to your website. So, you need to get in front of them again.

Retargeting can help you to do that, in fact, a study found that retargeting can increase

conversion by 147%. Visitors to your website have already shown an interest in what you do and have passed through the consideration stage – they now need to be nurtured and persuaded to buy from you. Retargeting ads can get you in front of these people again to remind them about you. They work by using cookies to track visitors to your website (learn more about cookies in our article ‘What are website cookies’), and can be easily managed through providers such as Adroll.

Although retargeting is great, it’s not suitable for everybody as it does require a minimum amount of traffic to be able to do it, but this varies depending on the platform. The Google Display Network requires a minimum of 100 users within the last 30 days, but for the Google Search Network you must achieve a minimum if 1,000 active users within the last 30 days. Social media and email vary from 300 visits per month for LinkedIn to 1,000 YouTube visitors.

If you would like to learn more about getting in front of customers, read our article on
the rule of seven.

Send customers to the right place

When getting customers onto your site, it is important to consider where it is that you send them. Companies often will send visitors directly to their homepage via social media or paid advertising, but this isn’t always the best choice. Your homepage is there to be a navigation tool, to get users to other parts of the site and guide them through their journey. With this in mind, what then is the point of always sending visitors there? It simply adds another unnecessary step which, as discussed before, raises the risk of visitors leaving the site. It would be better to take them to the next step of their journey, whatever it may be.

Pages that you send visitors to don’t even have to be visible, as long as they are relevant to the customer. For instance, if you have created a useful e-guide for visitors to download, you can create a landing page, a page that serves a single and focused purpose, specifically for the download. That way, the user is getting exactly what they were looking for and is less likely to click away. Unbounce is a great software to help with landing pages that aren’t coded into your site, so you can manage and update them yourself. You may need some help from an agency or developer to set up the template, but after that, you are good to go.

Convert prospects into customers with conversion rate optimisation

As you can see, websites are about so much more than how much traffic they receive and how aesthetically pleasing they are. What matters is the experience that they provide for the user and how well they perform as a result of that. Optimising your conversion rate can be tricky, but it is worth it to get you closer to your goals.

About Podymos Podymos is a dedicated Medical Device marketing agency. We are passionate about sharing relevant knowledge to expand our clients’ capabilities. If you would like to find out more about what we do, you can visit our services page, or get in contact with us.

https://www.podymos.com/email-signup

And don’t forget to follow us on social media


Keyword research for Medical Device websites

researching

Getting to the top of search engines is incredibly important for increasing your website’s traffic and helping to achieve your business goals. That’s where keywords come in. When done effectively, utilising keywords on your website can help you rank more highly on Google and other search engines so that more people see you. With 53% of website traffic coming from organic search, you stand to gain a lot from improving your rankings.

researching

What is keyword research?

Keywords are often credited as the most crucial part of Search engine optimisation (you can visit our article ‘How to make Medical Device websites rank‘ to find out more about SEO). They signal to search engines what a web page or blog post is about. Keyword research is the process of finding the keywords which are most appropriate for helping your website gain more traffic.

Why is keyword research important?

Compiling a list of the right keywords is vital because it can increase your chances of ranking highly on search engines and drive more traffic towards your website. For example, if you target keywords that you know are popular and frequently searched for, you will likely gain more traffic to your site.

The importance of knowing your audience

keywords

Keyword research is all about predicting what your potential customers will be searching for. Therefore, it is essential that you know your customers well. You need to be able to anticipate their needs by knowing their issues and challenges. Once you know what they will be searching for, you can create content that will appeal to them.

You’ve probably already undertaken market research to get to know your customers, but if not, now is a great time to do so. Arrange interviews with key opinion leaders and find out what their pain points are. Once you know what your customers need from you, you are much more able to cater to their needs – in this case, by creating content that answers a question or solves a problem for them.

How to create a keyword list

You may be wondering, ‘where do I start?’, but don’t worry, we’re here to tell you everything you need to know. Here’s how we recommend doing your keyword research to ensure you have the keywords that are ideally suited to your website and will help you bring more traffic to your site.

1. Create a topic list

doctors looking at research

Nobody knows your business better than you. You know exactly what topics are relevant to what you do, and therefore you are the best person to create a list of what you think your customers might be searching for. At this stage, you are trying to put yourselves in the shoes of your customer, anticipating their needs. For example, if your customers are HCPs, you may anticipate searching for issues related to their speciality so you should include this in your initial topics list. It would be good to start with around ten topics that you can delve into in more detail. Some of these topics may not prove to be that fruitful down the line, but it is a good idea to start with lots of choices.

2. Compile different words related to your topic list

Once you have a list of topics you think would be relevant to your audience, you can fill out the topics with related words, this is known as your seed words list. At this point, try and think of as many words as you can to give you more choice when it comes to compiling your final list of keywords.

3. Use search engines to help you think of keywords

google on phone

Search engine research is sometimes overlooked when it comes to keywords research – a lot of focus goes into the data behind keywords, but actually, search engines are your most reliable source of what is out there. Type your topics into Google and see what is returned. The ‘People also ask’ section can provide you with lots of potential ideas and the section at the bottom of the results page, which shows you different variations of the keyword. You can add all of these ideas to                                                                                               your list to check how well they perform.

4. Check the data

Now that you’ve gathered an extensive list of keywords that you think may be suitable for your website, it’s time to check the data. Several websites can help you to examine the data on keywords, but we like to use SEMrush.

Checking the data behind keywords can tell you how many monthly searches your chosen keywords are receiving, how competitive they are, the current content that is ranking for them and a lot of other helpful information. Start typing in the list that you have compiled and see what comes up. SEMrush has a handy Keyword Magic Tool, which shows you the data for other keywords related to your chosen keyword. From here, you can judge the data for yourself and compile your list of keywords.

How to choose the right keywords

When you start seeing the data for how much traffic keywords get from your list, you might be tempted to start adding all the keywords with lots of traffic to your list, but actually, that isn’t always the best idea. When it comes to choosing your final keyword, there are some things that you need to consider in order to find the keywords that will work best for your business.

How well are you currently performing?

When undertaking keyword research, it would be helpful to understand how your website is currently performing. For instance, if you’re already performing well for a particular keyword, you may want to focus your efforts around this keyword initially. You are likely to see success more quickly by doing this, rather than going after completely new keywords. Search engine optimisation takes time; it is not a quick fix.

If you’re already aware of how your website is performing on search engines, SEMrush can also help to give you an idea of this. Google Search Console is also highly recommended for this; you can check query data to see what people have been typing into Google to find your website.

Use both high-volume and low-volume keywords

Volume refers to how often a keyword is typed into search engines, usually determined by the average number of searches per month. You may be tempted to chase after high volume keywords that are popular amongst your audience, and whilst it is a good idea to strive towards ranking for these keywords, you will find that high volume also means increased competition. Because these keywords have so much traffic, other companies will also be going after them, making it harder for you to rank.

It is good to have a mixture of high-volume keywords as well as low-volume keywords. Although low-volume keywords may not return as much traffic, they’ll be much easier to rank for and will boost your traffic more quickly, although not by as much, Ranking for low-volume keywords will also help you rank for more high-volume keywords as your website gains authority. Think of high-volume keywords as your long-term goals and low-volume keywords as your short-term goals.

Ensure keywords are entirely relevant

Once again, you may want to target words that have a high search rate, but they may not be the best words to help your overall business goals. You need to ensure that all of your keywords are something that your customers would be searching for. If your keywords aren’t relevant, you might be bringing in a lot of traffic, but they won’t be potential customers meaning you will not see many conversions and, therefore, won’t be making any progress on achieving your business goals. As an example of this, if a company that sold surgical staples found that the keyword ‘circular staplers’ received more traffic than ‘surgical staplers’, they may decide to focus on ranking for ‘circular staplers’.

This is a good method, only if they sell circular staplers, otherwise, people may come across their website whilst looking for them and be disappointed not to find them, resulting in them clicking away. Although doing this might get the company more traffic if visitors are not then converting, what is the point?

long tail keywords

Vary the length of keywords

The term ‘keywords’ doesn’t refer to only words; it also encompasses phrases, generally up to five words, known as long-tail keywords. These differing types of keywords reveal different searcher intent, influencing the type of content you create. For instance, a HCP searching for anastomosis is likely to be looking for general information so that you could create overview content on that topic.

On the other hand, a searcher typing in a long-tail keyword such as ‘tools for better anastomosis’ clearly has a much more specific intent as they are looking for a Medical Device rather than for general information.

Compiling a list containing both long tail and short tail keywords will help you target customers at different stages of their journey, from when they are just looking for more information to when they are open to investing in a Medical Device. You can tailor your content to match the intent, making your content more likely to rank.

How and where to use keywords

Once you have compiled your list of keywords, it is time to start implementing them on your website. Unfortunately, it is not quite as easy as trying to insert the keyword into your content as much as possible. Keywords should be strategically placed in order to avoid what is known as “keyword stuffing”.

Avoid keyword stuffing

Keyword stuffing is when a keyword is used too much within text that it becomes hard to read. Search engines will penalise websites for this because it doesn’t create a good experience for users. Instead, you should naturally drop keywords into the text so that the flow isn’t disturbed. Keywords only need to make up around 1-2% of all of your copy.

Vary the keyword

marketing

One way to avoid keyword stuffing is to use variations and synonyms of the keyword. You could use other related keywords as well. This will not only help you to avoid keyword stuffing, but it will also help you to signal to search engines what your content is about.

Use it whenever you can

You don’t have to use keywords within just your main text; you can also incorporate them into other places. You should try and use them in the following places:

  • URLS
  • Alt-text (ensuring it is still descriptive of the image, as alt-text is what is read out to describe an image to the visually impaired)
  • Meta descriptions (meta descriptions are the short descriptions that appear underneath results on search engines)
  • In the names of any files that you upload to the website
  • Page titles (titles that are phrased as a question perform particularly well on search engines!)
  • Anchor text for links

Use keywords to unlock SEO!

As you can see, there is more to keywords than just adding a few words to the copy of your website that you think your customers might be searching for.

There is theory and strategising involved to get the most out of your keywords. This article should help you get started on an SEO strategy, but feel free to get in touch with us if you would like the help of an agency to maximise your website’s performance. You can also check out our article on website conversion, to learn how to convert all that traffic into paying customers!

About Podymos Podymos is a dedicated Medical Device marketing agency. We are passionate about sharing relevant knowledge to expand our clients’ capabilities. If you would like to find out more about what we do, you can visit our services page, or get in contact with us.

https://www.podymos.com/email-signup

And don’t forget to follow us on social media


The complete guide to Medical Device SEO

SEO
SEO

You can spend hours and plenty of money building a beautiful-looking website to shout about the fantastic things your Medical Device can do, but if it doesn’t rank on search engines, you will miss out on a huge audience – an audience who is engaged and ready to listen since they have already taken the steps to find you.

The best part about improving your website ranking is that it doesn’t have to cost you anything and you could see a massive boost in your audience for free. It’s hard work and can be a long process, but the rewards are massive.

We’re going to share our experience as a Medical Device marketing agency to help you understand what search engines are looking for and how Medical Device websites can rank higher through search engine optimisation. We will look at everything you need to know to get started, including the construction of your website, how to be discoverable, the importance of knowing your audience and why producing high-quality content is so crucial.

How do search engines work?

Essentially, websites are ranked based on which ones provide the best information and user experience for their audience. Remember, Google is a business and therefore wants to show its audience what it wants to see they will keep coming back, allowing Google to increase its users

But how do search engines decide which website is best? In order to be able to understand how to make your website rank, you must first understand how search engines work. The process of reaching these final result pages happens in three steps: crawling, indexing and ranking.

marketing

To discover web pages, “crawlers” or “spiders” scour the internet for web pages by following links. Think of these crawlers as tiny bots. They will jump from page to page, keeping note of all the sites they are discovering and clicking on the links they find to get to another page. Once they discover a new page, they will index it by putting it on a massive database of web pages. Google’s index is called Caffeine. You can check if a web page is indexed by google simply by searching for “site:” followed by the URL you’re checking.

When a searcher types a request into a search engine, it will check the index and return results ranked on their perceived relevance, based on the search engine’s algorithms and criteria. These factors are the foundation of marketing on search engines, known as Search Engine Optimisation (SEO).

What is Search engine optimisation (SEO)?

There are 200+ factors that search engines examine when ranking web pages and there is no definitive guide on what exactly they are, so figuring them out and updating your website to meet them is what search engine optimisation is all about. We will lay out a few of the major ranking factors and how they can be applied to improve your site.

Although you could pay to get your website to rank for specific keywords, studies have shown that less than 10% of people actually click on paid advertisements.

People tend to trust search engines to organically return the results they’re looking for, so SEO is super important to increase your website traffic. If you would like to learn about how you can increase conversion (website visitors becoming customers), check out our article on conversion rate optimisation.

The top factors that affect search engine ranking for Medical Device websites

It would be impossible for us to cover every single ranking factor in one article, and even if we could it would be changing all the time, just as the algorithms do. Instead, we’ve laid out the top factors that are easy to tackle and extremely effective. Not only that, but they’re factors that are likely to always be considered by search engines when compiling rankings, because of how important they are.

Make sure your website is technically sound

The world of websites can be pretty daunting as there’s lots to consider and a lot of technical knowledge. Luckily you don’t have to know too much yourself as agencies and developers can handle this aspect of SEO for you, but it’s useful to know the basic information to be able to communicate effectively with them.

You may focus on how your website looks because surely the better it looks, the better it is, and people ‘will just’ find it, right?

However, it doesn’t work like that as search engines don’t have eyes. Instead, they must read all the information they are given about your site’s design and how it works.

There are a few top things to consider when it comes to the technical aspect of your website.

1.1 Is your Medical Device website well-built?

The first thing you can do to check the construction of your site with an auditing tool to find out about your site health. Sites such as SEMrush will examine your domain and report the fixes that you could make to improve your site. These issues can range from broken links that you can fix for yourself to complications such as a lack of robots.txt, which you may need the help of a developer or agency for.

Jenga game

When examining the construction of your website, it is useful to understand the actual code used to build it, so you have a better understanding of the issues themselves. Typically, websites are made up using three different code languages. These are HyperText Markup Language (HTML), Cascading Style Sheets (CSS) and JavaScript. All you need to know is that HTML is the code that provides the basic structure for the site, CSS allows for more formatting and presentation, whilst JavaScript allows for visitor interactions like filling out forms. rn

The likelihood is that you were not involved in writing the code, and most of the time, sites like WordPress, Wix or Squarespace will handle this for you, but it is important to keep in mind that these languages are what search engines will be reading.

It might seem strange that search engines can tell how useful a website will be to a searcher just by reading its code, but actually they can tell a lot. For instance, uncompressed or unnecessarily wordy code can slow a website down, or a low ratio of content to HTML will signal that the page doesn’t contain very much value, both of which will result in a bad user experience. It is important to ensure your website is healthy, so search engines know that users will have a good experience and your website will therefore be more likely to rank.

Top tip: Sites like SEMrush can audit your website and tell you the quick fixes you can make to improve your site health.

1.2 Regularly update your content

Search engines like to see how frequently a website is updated. A website that is not updated regularly signals to the search engine that the website is poorly maintained and may be problematic for users.

This is especially pertinent for Medical Device websites, which need to be kept up to date with the latest regulations and your device’s IFUs.

To keep your website regularly updated and fresh, there is plenty of content that you can add, such as new pages optimised for key search terms, a social media feed and refreshed links. Setting up a blog is a particularly good way to keep your website fresh, as you can set up a diary to regularly add entries that you think will engage your audience.

Top tip: Add a blog or social media feed to your website, to ensure that it is regularly updated and kept fresh.

1.3 Keep down page load speeds

loading

Today, we are spoiled with super-fast WIFI pretty much anywhere we go. We expect everything on-demand, and when we have to wait, we get impatient. With so many possible websites to visit, it is not likely that people will stick around for a slow loading website when they can easily find a faster one.

In fact, a study found that 1 in 4 people will abandon a website if it takes more than 4 seconds to load

There are plenty of sites where you can examine your page load speed, including Google’s PageSpeed Insights. It isn’t too difficult to improve load speed if there is an issue, and you can make a few easy fixes. For example, using lots of large images can be highly damaging, but compressing these images is easy and will make a huge difference. We recommend large/full screen images should be no more than 1 MB, whereas most other small images can be 300 KB or less. It is best to save your images as a JPEG to maintain high resolution with a low file size.

There are many places online to compress your photos, or you may be able to download a plugin to your site that automatically compresses images for you. Be careful when installing plugins, though, as having too many plugins can slow down your website. The recommended number of plugins is 8-12, although fewer is always better.

It is also important to consider how videos may affect your website, even if you don’t use many of them. A good way around this is to use a video hosting channels like YouTube or Vimeo and then embed these into your website, then your videos will stream in the most efficient way, having minimal impact on your website load speed. Sites like Youtube are also great for providing in-depth analytics, so you can really see how your videos are performing.

It’s best to try compressing images and videos before you start addressing more difficult fixes like minifying your website’s code and examining your server response time – these are fixes you will probably need the help of a developer for.

Top tip: Embed videos on your website through sites like YouTube or Vimeo. Not only will that keep load speeds down, but it will also give you more in-depth analytics.

Ensure your website is discoverable

One of the most important things to keep in mind when optimising your website for organic search is to make sure that search engines can find your site in the first place. In order to get on their radar, you can take some steps to make sure that your site is discoverable.

2.1 How Search engines discover websites

Before you start to make changes to your website to improve its value offering, it’s important to make sure that search engines can actually find your website. This means including lots of links around your site and ensuring that the links are all still working. If you have lots of broken links, crawlers won’t be able to move around your site correctly, creating a bad user experience.

Not only should you link around your site in the menu bar, but you should also be including links from page to page. For instance, you may use buttons that link to other pages, or you might just include links within the text. It is important to make it as easy as possible for users to navigate around your site.

A sitemap that lays out your website’s structure is a great idea as it will contain every link on your website and can be kept in the footer, so it doesn’t take up space on your main pages. Crawlers can quickly scan sitemaps to understand the layout of your website and index the pages.

Top tip: Adding a sitemap to your website means that crawlers can quickly scan the layout of your site and index all of your pages.

2.2 What is backlinking?

Links don’t just have to be internal; in fact, many people think that earning links from external websites to your website is the most effective method of improving search engine ranking. This is known as backlinking.

Backlinking is important because each time another website links to yours, it builds up domain authority by signalling to search engines that your site is full of helpful content. It’s a way of building trust with search engines. The more links you earn, the higher search engines will rank your site.

Unfortunately, there is no quick way to earn backlinks, and it is notoriously difficult.

A few ways to build up backlinks could be by guest blogging, for instance by patient groups, or reaching out to website owners if you have some valuable content of your own that you think the site’s visitors would benefit from. It is essential to be patient when it comes to backlinking. It can take time and may not always seem rewarding, but it is crucial to get your website to rank higher.

Top tip: Build backlinks through networking. Reach out to website owners when you think you can offer content that will be valuable to their visitors.

Make sure your website matches searchers’ intent

You should always keep in mind that search engines’ primary purpose is to match user intent. They are looking to produce the most relevant results to the searcher; hence, it is essential to know exactly what your audience is searching for and create content that they will find genuinely helpful.

3.1 Get to know your audience

First of all, you need to know precisely who you are targeting to figure out what they are searching for. Knowing your target audience is so important as it ensures you are bringing the correct traffic to your website that is more likely to convert. If you don’t precisely target your audience, you may be bringing in a lot of traffic, but ultimately your time will be wasted because that traffic isn’t helping you to achieve anything.

Your target audience will depend on your goals. Are you looking to increase visitors? Are you looking to increase sales? Whether it’s physicians, patients or investors you’re looking to engage, you need to be able to put yourself in their shoes and predict what they are going to search for.

doctor

This could simply be through market research, reaching out to your target audience and getting to know them, or it could be search engine research. Try out some searches as though you were part of your target audience. Where are you on your journey? What are you looking for, what do you need help with? Seeing search engine results for this will help you to build a clearer picture of your audience.

Top tip: There is no point in having loads of traffic coming to your website if it doesn’t convert. Instead, it is better to target a specific audience that will actually help you to achieve your business goals.

3.2 Use relevant keywords

Keywords are a great way of figuring out what your audience is searching for, and they are massively important for SEO. Compiling a keyword list is a great place to start.

One way to compile keywords is by writing down potential words and phrases your audience might search for and then typing them into a search engine to see what they return. The related searches block at the bottom of the page may give you more ideas, and you can keep doing this until you have compiled a decent list.

You can check how much traffic keywords receive through tools such a Google’s Keyword Planner (you will need a Google Ads account for this, but you don’t have to run any campaigns to access the tool) and SEMrush. These tools will show you how many times a keyword is searched on average and provide other related keywords.

Although this sounds easy enough, there is a lot of strategy involved in picking your keywords. For instance, choosing keywords with lots of traffic is great, but there will be more competition from other people trying to rank for that same keyword. On the other hand, some keywords may not receive as much traffic, but there is less competition, and therefore you may be more likely to rank. Getting a mixture of both high volume and low volume keywords is a way to cover all bases.

Once you have your keyword list, you should strategically place them around your site, without overusing them, they should be used within your copy only if it doesn’t sound forced. You should also try to use them in areas such as alt tags on images, and in the names of files that you upload. Remember though that using them too often can do more harm than good.

If you would like to learn more about how to do keyword research, see our comprehensive keyword research guide.

Top tip: Keyword research is a great way to get to know your target audience and what they will be searching for. Tools like Google’s Keyword Planner and SEMrush can help you to compile these lists.

Produce high-quality content

work team brainstorming

The algorithms that control ranking are incredibly complex and ever-changing, so it’s easy to get lost in trying to manipulate them into ranking your content. Ultimately, search engines are looking for the content that provides the most value and is best suited to match the searcher’s intent. So, first and foremost, your goal should be to create high-value content that genuinely fits its purpose.

4.1 Always be genuine

Don’t be fooled into thinking that you can trick search engines. They are incredibly sophisticated, and they can see through a website trying all of the tricks to rank without actually producing anything of value.

For instance, you can’t just put your main keyword on a webpage 800 times and expect it to
rank – search engines will penalise you for behaviour like this. Instead, it’s better to be genuine in your approach and tackle SEO with a ‘how can I improve users’ experience on my website’ attitude. If you’re passionate about your Medical Device and you want people to discover it, you should translate this passion into your SEO. You have something great to share with the world, so create a great website and great content that reflects that.

Top tip: Search engines penalise websites trying to trick them.

4.2 Always create content with a purpose

Why have you created a website and all of its content? Are you hoping to be funny? Are you hoping people will learn something about your company or product? As a Medical Device website, it’s likely to be the latter. You want people to learn about your Medical Device and leave your site knowing more than when they first visited and ideally you want them to move on to the next step of their journey, for instance by directing them to a contact form.

Having this purpose at the forefront of your mind when you are updating your site and creating its content will help to improve your offering. If it’s not simply about ranking, then the quality of what you produce will naturally be higher and will come across as more genuine. In turn, this will help your ranking because the search engines can tell your content will be genuinely helpful to the searcher.

Top tip: Having a purpose in mind when you create content will make the process much easier and the end result will be of much higher quality.

4.3 Is your copy easy to understand?

When writing blog articles and website copy, you should always make sure that you are writing clearly and fluidly. Search engines can examine your copy to judge how useful it will be to the reader. So, you have to make sure everything you write is clear and leaves the reader satisfied, with an answer to what they were searching for. Remember, write for searchers, not search engines.

When writing, make sure that you vary your sentence length and always use the simplest terms possible. Sentences that are all the same length can get monotonous and boring, and you especially don’t want your readers clicking away from your copy to look up a word you have used.

Where should you start?

With so many different factors to consider it can be difficult to know where to start. We’ve created a short timeline that might give you an idea of how to prioritise our suggestions.

  • Get a clearer idea on your site health with a technical audit.
  • Make sure your website is discoverable and indexed by Google. Links, links, links!
  • Do some keyword research and get to know your audience.
  • Once you know your audience you can start creating content crafted specifically with them in mind.
  • Once your website is healthy and you are pushing out helpful content, why not start thinking about a backlinking strategy?

You may consider getting in touch with an agency to give you a clearer overview of your situation and to discuss a strategy with you. Here at Podymos we are Medical Device experts, and we would love to discuss your website (and more) with you. Why not get in touch with us and let us share our expertise with you!

Start now and get ahead!

Improving your Medical Device website ranking isn’t easy. You can work at it for months without seeing any immediate results, but it’s so worth it. Organic traffic isn’t only free, but it is likely to be your most engaged audience and the most likely traffic stream to convert into becoming customers. Making an effort to improve your website offering has to potential to pay off in a big way, so what are you waiting for?

If you would like to learn more, you can visit our blog to read more of our Medical Device marketing articles, or you could contact us for a chat about how we could help your company.

About us Podymos is dedicated to proactively sharing relevant Medical Device marketing knowledge to expand our clients’ capabilities.

About Podymos

Podymos is a dedicated healthcare marketing agency. We are passionate about sharing relevant knowledge to expand our clients’ capabilities. If you would like to find out more about what we do, you can visit our services page, or get in contact with us.

https://www.podymos.com/email-signup

And don’t forget to follow us on social media

 


How to create professional videos remotely

doctor on video
doctor on video

Video content is becoming more common as it is the fastest way to consume information. In fact, it’s been reported that 90% of the information our brains process is visual because brains can understand images 60,000 times faster than text.

As a Medical Device marketer, you may consider making some visual content of your own, which could include filming physicians, creating short clips for social media or even pre-recording a webinar.

Whatever it is you are doing, it’s crucial to do it right the first time especially if you’re featuring a speaker with a busy schedule.

We have compiled our top tips for creating professional-looking, high-quality videos. These tips can apply anytime you’re recording another person speaking remotely.

Setting up filming for high-quality videos

For high-quality footage, setting up your speaker in the right place for recording is just as important as the video content. Below are some tips on how you can advise your speaker on managing their background, positioning, lighting and audio to improve their footage quality.

Keep the background simple

Although the focus will be solely on the speaker, the background will affect the viewer’s impression of the video.

It is important to keep the background simple so that the attention doesn’t drift away from the speaker, leading the audience to miss important information.

Here are some things to avoid:

  • Avoid busy or colourful backgrounds so that your speaker can get their message across effectively.
  • Template backgrounds from Microsoft Teams or Zoom. Sometimes speakers may opt to use a blurred background which adds a border around the speaker, creating an unclear line that can be distracting.

You might suggest the following to the speaker instead:

  • A plain white background with a plant for a pop of colour
  • An office setting (glass offices looking out onto a quiet ‘working office’ look very professional!)
  • A bookshelf (topical books in view is even better)
  • Earphones are a great way to improve audio quality. Air pods are a perfect option as they are small and therefore less visible.
  • Ask speakers to avoid setting up where they have background noise and to turn off their phones and emails. Placing a few objects in the background, such as ornaments, that say a bit about who they are for an emotional connection with the audience

Make sure you have good lighting

Good lighting enhances the visual quality of a video, making it easier for the audience to connect with the speaker. It’s always a good idea to make sure your speaker is aware of their position regarding the light source (window, light or lamp). The general rule is that lighting should be placed directly in front of the speaker as lighting behind the subject creates a dark shadow and obscures their face. Sitting in front of a window should be the first-choice option as it is the best way to get natural lighting.

If you cannot find any natural light sources that work, there are plenty of alternative light sources available which replicate natural daylight, such as this laptop clip.

Speaker positioning

It can be very distracting to watch a video in which the speaker is sitting too far from the camera, or the camera is angled to look up at them – after all, nobody wants to be looking up someone’s nose.

Ask the speaker to sit directly in front of the camera, not off to the side. They should also ensure that they are not too close to the camera or too far away; instead, they should sit centrally in the frame. Furthermore, the camera should be facing them head-on. All of this helps to mimic real interaction and eye contact, making it easier for viewers to engage.

It may be helpful to use a tripod to get the correct camera angle, or the speaker could use some boxes or books to prop up their laptop.

Make sure you have clear audio

group video call

If viewers can hear a video clearly, they are more likely to engage with it. Bad audio will make your video seem less polished and will undo all the great work you have done in setting up, and here is how you can help:

  • Ask speakers to avoid setting up where they have background noise and to turn off their phones and emails.

  • Earphones are a great way to improve audio quality. Air pods are a perfect option as they are small therefore less visible.

  • You could also ask your speaker to record the audio on their phone, in sync with your recording, so you have two audio files at the end of filming. Mobile phones tend to have excellent microphones, so they will produce great audio (especially when connected to earphones).

Host a preparation call

It is a great idea to host a preparation call if your speaker can spare this time. This provides an opportunity to make sure that the speaker understands the best way to present themselves and can find the location, positioning and lighting that works best.

This meeting should take no longer than 10 minutes but will mean that you will be ready to record on the day without any delays.

Recording high-quality videos

A well-planned video is an impactful video. Getting prepared can take time, but it is time well spent to ensure you make the most of the session.

Know what you want to be discussed

Before you start filming, you need to know who your audience is and be sure about your purpose for making the video. This clarity will make it much easier to describe to your speaker what you are hoping for them to discuss. It is essential to brief the speaker fully so there are no surprises for them, and they can prepare if they wish to.

It is a good idea to avoid any kind of script, especially lengthy ones, as they can be hard to recall and can make the video seem stiff and mechanical, which is awkward to watch. The speaker might choose to have notes, but this is entirely their choice, and if they do, you should suggest they keep them at eye level, so they are not looking down or away from the camera as viewers will pick up on this.

Leave space for editing

video editing

Editing is a crucial part of the process of creating high-quality video content. Poor editing can result in a lack of flow in the video and may not seem professional.

It is always helpful to ensure that there is edit space around your retakes. If you have your speaker mentally count to 3 before they start talking or before doing a retake, it will leave you space to edit and reduce abruptness.

Technical improvements

There are always some technical features involved in making video content, but this should not be of concern to the speaker. Before you start recording, you should ensure that everything is set up correctly.

Make sure before you start that the speaker has a stable internet connection that isn’t going to cut out suddenly or drop in sound quality. The lowest level of internet connection that is acceptable is 5MB upload and download speed.

Lights, camera, action!

Hopefully, you found our tips and tricks helpful, and you feel confident enough to go out there and engage with your audience with impactful videos!

About Podymos

Podymos is a dedicated Medical Device marketing agency. We are passionate about sharing relevant knowledge to expand our clients’ capabilities. If you would like to find out more about what we do, you can visit our services page, or get in contact with us.

https://www.podymos.com/email-signup

And don’t forget to follow us on social media


What are website cookies?

website cookie
website cookie

You’ve probably found that over the last few years accessing a website isn’t as easy as it used to be. Now you may be bombarded with messages about privacy policies, and it is very rare to find a website that doesn’t present you with a message about cookies.

Cookie banners on web pages are normal these days, but a study found that a huge of people will choose to ignore the cookie banner altogether, although what actually are cookies?

How can you be expected to agree to allow cookies on a website without knowing what they are or what they do? We’re here to help, so read on to find out everything you need to know about website cookies.

What are website cookies?

Despite what you may have heard, website cookies are not spying mechanisms designed to steal all of your personal information; on the contrary, they actually exist to improve your time browsing.

They are simply small text files that usually contain two key pieces of information: the site name and a unique personal ID. They can collect more personal information, but it is up to you what you are willing to share.

They are created by the website and stored on your computer so that when you revisit the website, it will remember you.

Cookies are able to remember you, which is really convenient, especially if you’re online shopping and you have items saved in your cart – you can leave the website and return, and they will still be there. When you first visit a website, the cookie will be downloaded so that when you revisit it, the website can refer back to the original cookie file to present the pages with your preferences, which might include language settings and colour schemes.

Some website cookies are essential, and certain functions may not be possible without allowing them, such as creating accounts with usernames and passwords.

Why do websites use cookies?

cookies

Typically, websites cannot actually track your movements on their pages. They cannot follow you when you click from one page to another, and they cannot follow your behaviours on pages.

Cookies allow sites to keep track of what people are doing on their website. This gives developers a much better understanding of how their website
is used and how they can improve it for future and returning users.

The different types of website cookies

Cookies may seem confusing, and when you’re presented with unfamiliar terminology, it might be hard to understand what websites are collecting about you, but here’s what you need to know about the different kinds of cookies there are.

Session cookies

Session cookies are only stored for the duration of the time you are on the website; after that, they are deleted. These cookies are good because they don’t store any personal data, but it may mean a less enjoyable experience in the future. For instance, you may return to an online store and find that your cart items have disappeared, which can be very inconvenient. Cookie banners should allow you to change your settings so that you can only accept these cookies.

Stored cookies

Stored cookies, also known as persistent cookies, are stored on the hard drive until they expire. The expiry date is set by the site owner and can range from a couple of hours to a few years. Stored cookies are likely to be the ones that keep usernames and passwords to make signing in easier. These can be extremely useful for websites that you will visit multiple times.

Third-Party Cookies

Third-party cookies are a type of stored cookie. They are created by a domain other than the website you are on and can record the other websites, pages, or products you visited to inform advertising. These are the cookies that seem to follow you around the web, for instance, when you see the same adverts popping up in multiple places. They can be easily disabled on devices through browsers like Google.

It is important to remember that not all websites automatically use third-party data. If you’re not sure, it is worth reading their cookies policy to find out what they are tracking and how they’re storing any data. Usually, cookies banners will have a link to the website’s cookie policy, but if not then you should be able to find it at the bottom of the site in the footer.

What information can website cookies store?

Aside from the website name and unique personal ID, cookies can store lots of helpful information like how long you spend on the website, what links you click and the pages you visit, your preferences and even shopping carts. They can also collect and store more personal information, such as login information, but this is all to give you the most convenient experience possible.

Are website cookies safe?

Cookies themselves are not harmful, but they can be the target of online hackers. This might sound scary, but it is nothing to worry about as long as you do not sign into any of your online accounts on public WiFi.

Often people are concerned when ads that seem very personalised to them start popping up randomly on the websites they’re browsing. They don’t know that their information is being used by other companies to form a detailed profile about them, but this is only possible with third party cookies. If you are worried about this and don’t want to receive targeted advertising, each browser allows you to block this passing on of information.

Do I have to accept cookie policies?

When the General Data Protection Regulations (GDPR) came into effect in May of 2018, the new set of rules aimed to give internet users greater control of how their data was being collected and used. This meant that websites had to start informing their users of the cookies used to track them, hence why you didn’t notice cookie banners or pop-ups until the last couple of years. The GDPR also set out to give users more control of their personal data, which means that you are under no obligation to accept cookies.

website cookies

Cookie banners, although often annoying, are there to give you greater freedom and choice. So, no, you don’t have to accept cookies.

Some websites require you to accept them, and sometimes you won’t be able to use all of a website’s functionalities unless you accept them, but it is still your choice whether or not you agree to proceed on that site.

It is worth remembering why cookies are there when deciding whether or not to click ‘agree’. Although they may be tracking you, it is only to improve your experience online, and you can personalise which cookies you choose to accept. As well as that, they can’t store any of your personal information unless you provide them with it.

How to clear cookies

At some point, you may decide that you want to start afresh and clear out all of the cookies saved on your device. You should only do this if you are happy to lose information such as login details because when you next go to log in to a website, you’ll have to re-enter your username and password. Similarly, you will lose any preference settings or cart items you have.

Clearing cookies doesn’t require any technical knowledge and can be done quickly in just a few clicks through your chosen browser, usually under history or tools. This is also how you would disable third party cookies and stop targeted advertising.

You can find out more about clearing cookies on different devices and browsers in this article from Norton.

Cookies… not just tasty treats!

Hopefully, you are now prepared to go out and face cookie banners head on! Remember that they aren’t always a bad thing, and they aren’t there to spy on your every movement, just to help give you a more pleasant browsing experience! If you are interested in learning more about websites, check out the website guides in our Knowledge Hub.

8 interesting facts about cookies

    1. Website cookies are just small text files that are stored on your computer to help websites remember you
    2. Cookies exist in place of storing large amounts of data on external servers, making them much more convenient.
    3. Certain functions, like setting up user accounts, aren’t possible without accepting cookies
    4. Cookies help website owners to improve their website, to make the experience better for you
    5. You can personalise what cookies to choose to accept or block
    6. Some cookies naturally expire when you don’t visit a website in a while
    7. You can block third-party cookies through your browser
    8. Websites cannot follow your movements from page to page without the use of cookies

About Podymos

Podymos is a dedicated healthcare marketing agency. We are passionate about sharing relevant knowledge to expand our clients’ capabilities. If you would like to find out more about what we do, you can visit our services page, or get in contact with us.

https://www.podymos.com/email-signup

And don’t forget to follow us on social media

The EU MDR: Medical Device advertising and promotion in Europe and the UK

EU MDR

What you need to know as a Medical Device marketer, including Medical Device regulations in the UK.

EU MDR

Following a delayed transition, the new European Medical Device Regulation (EU MDR) is finally here after 4 years of industry, regulator and Notified Body preparation. You’ve likely heard your regulatory, clinical, and post-market surveillance teams discussing these requirements, but how does it impact Medical Device advertising and promotion in Europe? And how does it affect you as a Medical Device marketer?

The EU MDR applies to all 27 EU member countries, but does it override country regulations? The simple answer is not in all instances; whilst from a technical perspective, the regulation is directly and uniformly applicable, you will still need to also comply with each Member State’s regulations and guidelines in addition to the EU MDR when advertising and promoting your device in the EU.

Download the full 12 page document now

EU MDR and local country Medical Device advertising

guidelines

eu mdr

 

What is the EU MDR?

The Europe-wide MDR came into force on the 26th of May 2021, with the primary aim to ensure the quality, safety and performance of Medical Devices through a robust, state-of-the-art regulatory framework.

It improves on the previous Medical Device Directive by bringing requirements into line with new technically demanding products and patient demands, including particularly more demanding ongoing clinical data requirements for a device’s intended purpose.

What is the intended purpose?

The intended purpose outlines a device’s medical use, information about its mode of action and the patients and medical conditions it treats. Put simply it’s the information your company provides to the regulatory authorities to receive its CE mark.

Any uses identified in your intended purpose must be backed up with clinical and safety evidence but features or specifications of the device are not included. This means in your marketing, you can only reference the uses mentioned in your intended purpose, but you can reference any device features, as long as this doesn’t mislead your audience about your device’s intended use.

As the EU MDR has more stringent clinical requirements than the previous Medical Device Directive, some devices may already have streamlined their intended use if unable to provide supporting clinical evidence. It’s vital you are aware of the current intended purpose of your device to deliver effective and compliant marketing.

How does the EU MDR affect existing country regulations?

The EU MDR represents the unified European regulatory requirements for Medical Devices that must be followed throughout Europe to secure and maintain your CE mark. Unlike the previous Medical Device Directive, the MDR is directly applicable, without exception, in all European Member States.

The MDR however, only details the quality, safety and performance requirements for products, allowing for local regulations or guidelines to cover aspects such as advertising and promotion. Before meeting the needs of any individual country’s regulations, you need to ensure you’re meeting the EU MDR.

What does the EU MDR say about Medical Device advertising and promotion?

In short, not a considerable amount, but still more than its predecessor, the EU Medical Device Directive. Under Article 7 of the MDR, your advertising and promotion literature must be in line with the intended purpose of your Medical Device as laid out in your technical file and ‘Instructions for Use’ (IFU).

Why is your Medical Device’s intended purpose so important when complying with the EU MDR?

A device’s intended purpose must be adhered to throughout its lifetime, as it is demonstrated and proven in the clinical evidence, safety data and risk reports contained within the CE marking ‘Technical File’.

All communications with patients or healthcare professionals have to be based on these technical details, in order to maintain the product’s CE mark.

Whilst as a marketeer you’ll never need to write an intended purpose, knowing and understanding it will become central to everything you do with your device.

How do local country regulations affect how I advertise a Medical Device?

Outside the EU MDR, each country has its own advertising and promotion rules, and most will have specific guidelines for Medical Devices.

A common theme in local guidelines is the importance of advertising and promotional materials is firstly not being misleading, and secondly that it reflects the intended purpose of the device.

These principles include all pictures, logos, text, names, and trademarks. Additionally, countries may specify what can and cannot be said when comparing one device with another.

HCP vs patient Medical Device advertising

Under the EU MDR, there is no distinction between marketing to HCPs or patients; therefore, all HCP marketing must meet the same EU MDR requirements as a minimum.

Differences between Member States do exist, however. For example, while Germany does not provide additional guidelines for HCP marketing, the remaining Member States address the need to provide clear, unbiased information to allow the HCP to choose the most fit for purpose device. Indeed, in Spain, the requirements are greater still, as all information needs to be provided by a trained professional.

Marketing directly to the patient often comes with more limitations and restrictions, with some countries such as France, Spain and Italy not allowing advertising and promotion for specific device types.

France, for example, has the strictest rules forbidding marketing to a patient for any device that has a risk classification of IIb or higher. At the same time, Spain only allows the marketing of devices not funded by its national health service.

At the bottom of this article, we have created an EU MDR and local country Medical Device advertising guidelines table of what is allowed in major European countries.

Can I advertise a Medical Device on social media in the EU?

There has been heightened concern in the Medical Device community about what is permissible in digital marketing.

The EU MDR doesn’t address online marketing requirements but does require that Medical Device websites be seen as labels. As such, the rules for traditional marketing also apply to social media and digital marketing.

In summary, this means that so long as your post, article, or content aligns with your intended purpose, is supported by the correct clinical data, and your content is not misleading in any posts, images or trademarks you will comply with the EU MDR.

In specific Member States, you will need to meet local advertising and promotion requirements for all online advertisements: for example, in the Netherlands, as in many other territories, you will need to consider language requirements. As the internet is available to everyone, online advertisements will need to be aligned with patient marketing requirements. This is not always the case however, as in France and Denmark, Healthcare Professional marketing can only be undertaken if the specific sections are password-protected, whereas in Italy, it same information can be provided online with disclaimers.

Concluding thoughts

Medical Devices, in most cases, can be marketed to patients and HCPs provided the EU MDR and country guidelines are followed. Ensure you have a firm understanding of your device’s intended purpose and relevant country guidelines, and you are not misleading your audience in any way, including through text, pictures, logos or trademarks.

To help with individual country guidelines, we have created the following guide highlighting the differences in marketing Medical Devices for both HCPs and patients throughout Europe.

Download our EU MDR and local country Medical Device advertising and promotion guidelines.

About Podymos
Podymos is a dedicated Medical Device marketing agency. We are passionate about sharing relevant knowledge to expand our clients’ capabilities. If you would like to find out more about what we do, you can visit our services page, or get in contact with us.

https://www.podymos.com/email-signup

And don’t forget to follow us on social media

How to expertly manage your marketing agency’s costs

graph

You’re about to launch a market changing Medical Device. Very exciting, but you have a million things to prepare. To guarantee success, you must manage everyone’s expectations from the sales team to senior management, develop the strategy, create materials (digital and traditional) and arrange the launch events (albeit online). No small task!

You and your team must focus on the most critical tasks, so you consider working with a marketing agency. Great idea, however, how do you ensure your costs don’t spiral out of control?

Here are 5 top tips to keep your agency’s costs in check without compromising quality.

1. Understand How Agencies Price Projects

Agencies work on time. It is important to remember this when managing costs because you are paying for your agency’s expertise. As such every time, you use a team member a cost is allocated to your project. You can pay for your agency’s time in different ways depending on how long you have worked with your agency and the size of the project.

Hourly

Hourly is a great way to get small projects done quickly. Each member of your agency will have an hourly rate and your final cost is the sum of time spent. Nice and simple.

Pros –Good to get small projects completed quickly

Cons –Costs can rise if you don’t work efficiently with your agency (see 2-5)

Project

A project is principally the same as hourly, but your agency will provide you with an upfront cost based on the project brief supplied so you can add this to your budget. Project pricing is a smart way to go for larger projects as it’s all too easy to underestimate the time a project requires, which is no good for you or your agency.

Pros –Your agency will provide a fixed cost which will be the price you pay unless the scope of the project changes (see section 2)

Cons –If you’re efficient working with your agency, this may be slightly more expensive because your agency will estimate projects on the ‘average cost’ of similar projects.

Retainer

Retainers are just like subscription fees and significantly reduce the amount of administration needed when working with your agency, removing the need to raise a Purchase Order (PO) number for every project. Retainers are great for companies with an annual budget, ongoing projects, and an established relationship with their agency. rnrnAs soon as you sign a retainer, your agency will allocate you a fixed amount of time per month, often at a slightly discounted rate. A retainer provides you with access to your agency’s full staff and as this time is set aside for you, your projects will get priority. Additionally, if you don’t use your time, your agency will often allow you to carry it over to the next month or quarter.

Pros –Your agency will prioritise your work, and you will not need to create POs for every project, significantly reducing administration.

Cons –If you suddenly stop working with your agency, the remaining time will not be refundable

2. Ensure a detailed brief every time

No matter how you pay for your agency’s time, you must ensure your agency understands the full scope of the project from the beginning.

This will prevent wasted time on both sides and keep your costs low. If you have any concerns that your agency doesn’t understand the scope of your project, keep asking questions until you are satisfied you are both aligned. This will ensure your agency is focused on what needs to be done and will prevent later misunderstandings leading to unnecessary price rises. If you are paying your agency by project, make sure you ask for a detailed estimate of work.

This way you and your agency have a written document to refer to if any queries arise. Neither side wants to hear ‘I thought’ later on as this always costs someone money.

3. Control the number of review periods

Small changes during a project are inevitable. Agencies typically plan for up to 2 review periods per project, but more can quickly result in increased costs.

Did you know, each change can easily add 30 minutes to a project (often more) once the account manager has read the changes, processed them and actioned them by the right team. If you inform your agency of every change separately, this will rapidly increase your agency’s time, resulting in an unexpected hefty bill.

That isn’t to say you shouldn’t have changes throughout your project, but if you can reduce the time required by your agency for these changes that will have a significant impact on your final bill. A great way to do this is to close all internal reviews within your company before your agency is updated.

As a good benchmark, if you’re working with the right agency that understands your project needs, your first draft should be at least 80% correct, requiring only minimal changes, so it is perfect following two reviews saving both time and budget.

4. Have only 1 point-of-contact with your agency

So, you now know how to minimise your costs on review periods without compromising quality or service. But did you know you can reduce costs further? It’s true!

This can quickly be done by designating a single point-of-contact (POC) to communicate with your agency about any updates.

Several POCs can cause confusion and accountability issues because of changes based on personal preference, increasing review periods and guess what?…that’s right, costs will go up.

If you have multiple departments, assign 1 POC within each department and allow them to appoint 1 POC who will communicate to your agency. Multiple people contributing to changes will burn time and overrun your agency with emails increasing costs. It all comes down to time.

5. Understand the points of no return

Your agency will have well-established processes for each service they offer. These processes drive efficiency and minimise escalating costs. Make sure you ask your agency when the cost breakpoints are for your project (the points at which going back will incur fees). A great example of this is a medical animation or website build. The steps for this type of project are as below:

medical device marketing agency

If you return to an earlier part of the project once signed off, it will result in that part and the in-between parts being updated, or worst started again. These un budgeted changes will take your agency’s time and cause costs to escalate.

Your agency will generally provide you with 2 review periods before each point of no return to ensure everything is correct.

By understanding these 5 key points you will expertly control costs when working with your agency and ensure you use their time for what they’re fantastic at. After all, you are paying them for every moment they spend on your project, so you want to get absolute value for money!

Things your Marketing Agency should do to help you contain costs

• Be well-versed with the market demands.

• Understand and relay your vision the first-time round.

• Present precise estimates with an easy-to-understand picture of the time-based budget for you.

• Update you regularly so that you know where your costs are.

• Have a specialist response person (the account manager), always prepared for your concerns and queries

About Podymos

Podymos is a dedicated Medical Device marketing agency. We are passionate about sharing relevant knowledge to expand our clients’ capabilities. If you would like to find out more about what we do, you can visit our services page, or get in contact with us.

https://www.podymos.com/email-signup

And don’t forget to follow us on social media

What are UTM trackers?

working on laptop

As a Medical Device marketer, how do you prove which content is working? Accurate data is often hard to come by in marketing, or maybe not?

Imagine if you had access to data that could tell you what content (a social media post, webinar, piece of literature or paid ad) generated traffic to your website and which didn’t.

UTM tracking does exactly that and even better it’s simple to set up.

What are UTM’s are why are they so useful?

UTM’s provide clarity!

A UTM (Urchin Tracking Module) is a short piece of code (tag) added to the end of any URL (the address of a website).

It allows Google Analytics (or other analytics software) to report on the number of unique visitors to your website from a specific source (a post, website page, ad or your exhibition stand to name a few). This means you can accurately identify the impact that each piece of content is having on increasing traffic to your website.

When UTMs are not used you just see the referrer (e.g. LinkedIn or Twitter), which lacks clarity for marketers and prevents strategic decisions about which new content should be created. You’re pretty much running blind.

Where can I use UTM tags?

UTM tags can be added to any URL that points from an external source to your website. Note: If you want to track activity within your website, you should use event trackers, not UTM tags (Click for more information).

Here are some good examples where UTM tags can be used to better effect:

    • Social media posts & biographies
    • QR codes (we always recommend using dynamic codes if possible)
    • Email campaigns
    • Email signatures
    • Paid ads (journal banners & social media)
    • Virtual congress booths

What should I know about setting up UTM tags?

Setting up a UTM tag is simple, however managing them can be tricky if you don’t have the correct nomenclature in place.

To explain this further it’s helpful to understand how UTM tags are built. A UTM tag has 5 parameters, however only 3 are needed when not involving paid advertising. These are: rn

Source – The referrer’s location (Newsletter, LinkedIn, Twitter etc.)

Campaign – How it will be sent out (email, organic or paid social media etc.)

Name – The campaign (the name fo the newsletter or social media post etc.)

How do I set up a UTM tag?

UTM tags are set up using Google Analytics’ URL builder.

Once on the site you complete the parameters and a UTM URL will appear at the bottom of the page. This should be copied and used in place of the normal UTM in your campaign.

Top tips for creating your UTM parameters

Be precise

If you create a UTM tag for a post and allocate the source as “social media” your data will be general (LinkedIn and Twitter etc) and you will limit the power of UTM tags. Make sure all parameters are specific, so they allow you to see which content is driving traffic to your website. rn

Be organised

The more UTM tags you create the more confusing it can be, especially if your codes and nomenclature system is not consistent and organised. At Podymos we use an excel table to monitor UTM tags. This is important as it allows us to easily analyse our results, saving time and ensuring accuracy. We have included a blank table below to help you manage your UTM tags, which you may find useful.

Use lower case for all tags and without spaces.

Using a consistent case (upper or lower) prevents you from creating two identical campaigns (such as “linkedin” and “LinkedIn”). Although this isn’t a big problem, it’s an annoyance as your reports will show replicating lines creating confusion during your analysis.

Shorten your UTM links

UTM tags are lengthy which can be unwieldy in your communications. Using Google Analytics’ URL builder or Bitly can be helpful in shortening them.

If you are using Hootsuite to send out content, your UTM code will automatically be shortened with Owley (Hootsuite’s own URL shortener).

How to access the data your UTMs create

In order to start analysing your UTM data in google analytics, go to Acquisition > All traffic and then Source / Medium.

This is where you will see your UTM trackers reported as source/medium. This is a snapshot of our google analytics’ dashboard showing 3 of our UTM tags.

crating a UTM link using data

To look further into your analytics and the performance of each campaign click on the ‘other’ drop-down menu and select campaign. This will then show you website visits by content.

Google analytics data used in UTMs

Become a UTM ninja, you won’t regret it!

If you are a Medical Device marketer in charge of content creation, UTM tags will allow you to understand your audience and what brings them to your website. This precise information results in well-informed decisions that increase the outcomes of your marketing efforts. Best of all they are simple to set up.

About Podymos

Podymos is a dedicated Medical Device marketing agency. We are passionate about sharing relevant knowledge to expand our clients’ capabilities. If you would like to find out more about what we do, you can visit our services page, or get in contact with us.

 

https://www.podymos.com/email-signup

And don’t forget to follow us on social media

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