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How does Podymos create email campaigns?


So, you’re planning to work with Podymos for an email campaign, or maybe you considering whether or not we’re the right team for you? Well, in this article we’re going to let you in on what you can expect when working with us to create an email campaign.

Our goal is to maximise the success of your campaigns and this article will explain our process and how you can help us to help you.

We’ll cover the full process from setting you up on our systems to sending the finalised email, and we’ll also give you some tips on how to prepare.

Without any further ado, let’s get stuck in.

Getting you set up with Podymos

Before we can get to the fun stuff and start creating sensational emails, we’ll need to get you set up on our systems, which will require some input from you.

During this stage (and throughout all of your campaigns with us), your Account Manager will be your main point of contact. They’ll be the one to communicate your needs to the rest of the team, and if you have any questions, they’ll be more than happy to help you.

1. Setting up your Campaign Monitor account

We will need to get you set up our email platform. We use campaign monitor because of the personalisation and the reporting it allows. Let us know if you would prefer for us to work on a different platform as we have experience with most email platforms, however, as we work with Campaign monitor on a regular basis this is where we are most efficient!

Your Account Manager will need a few details from you at this stage.

2. Authenticating your domain

To ensure that your emails are not blacklisted (sent to a spam or junk folder), we’ll need to authenticate your domain, meaning you’ll need to add a TXT file to your domain DNS, which your IT team will be able to handle. Again, your Account Manager will be able to guide you through this.





3. Creating or cleaning your mailing list

We can either import an already existing mailing list over to Campaign Monitor, or we can source a mailing list from a third party.

If we import an existing mailing list, we’ll need to clean the data. This means ensuring all data is present and correctly formatted, so we don’t run into personalisation issues. This is when we’ll be able to tell the level of segmentation we can introduce.

People may not be willing to hand over information such as their job title and location, which means you won’t be able to segment them by these categories. If you have managed to collect that data, then we can certainly work with that.


At this stage, it would also be beneficial to discuss how we can grow your mailing list. For example, we can help you implement a sign-up form on your website or run a social media campaign to encourage people to register. Webinars are also a great tool for growing your mailing list.

Creating your email campaigns

Once we have your brief following a discussion with your Account Manager, we can get into the fun stuff.

1. Copy

We start by creating the copy for your email. Our specialist writers are trained to optimise writing for different types of campaigns, allowing them to create content that will engage your audience. They will work with your Account Manager to ensure that their work reflects your brand and is accurate. As all our writers are in-house any revisions can happen quickly, allowing us to rapidly move through this stage.

2. Design

Once your Account Manager is happy with the copy, it’s time to design your email.

The first time the graphics team create an email for you, they will create a template using your existing branding. This will make it easier to create emails in the future and save you money.

Your Account Manager will send the design to you to check you’re happy with it. At this stage, you can highlight anything that you’re unhappy with. Only once you’re satisfied with the design will we move on to the next stage.

3. Build

Your email will be built, with tracking built into all of the external links, so we’ll be able to provide you in-depth analysis of which buttons were clicked by whom. This will allow us to segment your audience once the first email has gone out.

4. Test

Before any email is sent, there will be several tests to ensure that there are no typos and all images and links are working. We never want to send out an email with a mistake, so we will test, test and test again and we will have several sets of eyes check it.

Finally, you’ll be sent a test once everything in the email is approved by us, for the final sign-off.

5. Send

Yes! Your email will be sent to your subscribers, and you can sit back and relax whilst the email works its magic.

6. Resend

Remember when we said it’s possible that your email might be ignored? Well, to reduce the chances of this, we’ll send your email again to those who missed it the first time. And then we’ll send it again to the people who missed it the second time as well.

What do we mean by missed it? Well, this will include everyone who has not opened your email and those who haven’t completed the desired action (if there is one).

This normally increases our open rate to well over 50% which is pretty good in email marketing.


7. Report

The final stage of an email campaign is to check the results. We can report on many different metrics for you including how many people opened it, when they opened it and what links were most popular.

It is also useful to look at email campaigns as part of your wider multichannel strategy. Was there an uptick in traffic to other channels such as your website? Were there more conversions when people visited your site via your email?





How to prepare

We’re here to make your life easier and we want to take as much stress off you as we can, but we’ll always need your input for certain things. Here’s some things you can do to maximise the success of your campaign and streamline the process.

Know what you want

Of course, we’re very happy to advise you and recommend what we think would benefit your marketing strategy the most, but the choice is yours ultimately. If you’re able to tell us what type of emails you’re looking for, whether you want ad hoc emails or a recurring campaign like a newsletter, we’ll be able to get started much quicker.

Prepare your mailing

As mentioned earlier, we’re happy to purchase a mailing list for you, or clean your existing one, but if you’d prefer to do it yourself and save a bit of budget, that’s more than fine as well.

Prepare guidelines

Do you already have brand guidelines? This could save a lot of time during the copy and design phase, but if not, we can work without them, but we’ll need information from you on details such as tone of voice and the sort of look you’d like for your emails.

Ready to get started?

If you feel like you would still like us to clarify some things, then please feel free to reach out to your Account Manager.

If you haven’t already contacted us about working together on email campaigns, get in touch with us below and we would love to talk to you.

7 things to check before filming yourself online



Are you wondering what you need to be aware of before stepping in front of the camera? You probably have lot of questions like what should you wear? How can you optimise your lighting? Or maybe you aren’t sure how to position yourself correctly in front of the camera?

If so, this checklist is the one for you.

At Podymos, we think that everyone can produce high-quality video, no matter their background or experience. So, we’ve created a list of 7 points to be aware of that will ensure all your videos add value to your brand and most importantly your audience.





1. Camera

Before even stepping in front of your webcam, it’s important to ensure your internet connection and webcam can stream high-quality footage (1080 p).

It’s even better if you have a 4K camera as some software, like Riverside FM, can save your footage locally so you don’t lose any quality and then upload it to a secure platform for editing.


2. Internet connection – upload speed

The higher your upload speed the better, however, any speed over 5 Mbps (Megabits per second) will be suitable to stream 720p and 1080p footage.

Before starting filming, check your upload speed by visiting SpeedTest.net and clicking Go.


3. Lighting

A bright room is ideal.

The main light source, which is normally a window, should be in front of you.  If you don’t have a window in the room, then an up lighter will also work, but natural light is always best.

Why is this important? Well, if the main lighting is behind you, to the right or to your left, it’ll darken the footage, making it difficult for your audience to see your facial expressions.

If you’re a regular when it comes to filming online, you may already have a ring light that you can put in front of you. If not, and you want to purchase one, there are many options and they come in many shapes and sizes, but we have listed a few below that we’ve used.

  1. Flexible ring light and camera holder
  2. Laptop ring light

4. Backdrop

A clean backdrop is always best with a few well-placed features such as photographs, awards, certificates or logos on the wall. This can be at work or at home.

Digital backgrounds are not ideal as they often cut the presenter’s image in unpredictable ways, which can be distracting for the audience and impact the professional look for your final footage.


5. Audio

You may find your computer or webcam audio feed works just fine, however if not, you can use external earphones or a microphone to improve quality.

There are many options available. We’ve listed a few below that we use ourselves when filming or speaking online.

  1. Wireless earphones: Apple AirPods (You’ve very likely heard of these before)
  2. Microphone: Rode NT-USB





6. Clothing & glasses

You may not think about your clothing choice too much before stepping in front of the camera, but it can make quite an impact.

Plain colour clothes are always best, and bright clothes can really stand out, adding a pop to your video.

On the other side, stripes or cheques should be avoided as they can cause strobing in the final footage which can be distracting for the audience.

If possible, it’s best not to wear glasses during filming as your computer screen can reflect in the lenses. If you do need glasses, try to mitigate any reflections during set up.

7. Other media sources

To ensure no audio or screen interferences during filming, we recommend all other media devices and programs are turned off.

Yes, this includes putting your phone on silent and closing all applications on your computer so there is nothing to cause distraction.

Now this is all done, you’re ready to go!

Videography with Podymos

Do you want to communicate more effectively with HCPs and patients? Do you want to be able to deliver high-quality videos as part of your larger multichannel marketing strategy? You’ve come to the right place.

Podymos is a healthcare marketing agency, specialising in downstream Medical Device marketing.

We’re more expensive than non-specialised agencies and freelance teams because we only work in the Medical Device space so we have specialist knowledge and experience that other agencies may not be able to offer you.

If you want high-quality, compliant campaigns that help achieve your business goals, we’d love to hear from you. Simply leave us your contact details below and we’ll get back to you very soon for a no obligation chat.

How to come up with fresh, new content ideas


Content is king, but constantly having to come up with new content ideas can be exhausting: How do you keep your ideas fresh and exciting? Are there any fool proof methods for coming up with content ideas?

Don’t worry, we’re here to help!

We’re going to you through the sort of content you should be posting and give you some tips on how to generate ideas for it.

What questions are your audience asking?

One of the easiest ways, and also most important ways, to come up with content ideas is to consider the questions that your audience is asking. What is it that they want to know? What are they likely to be searching for online? What will lead them through their buyers’ journey?

You can be the one that is there to answer their questions, like a knight in shining armour. Anticipating the needs of your audience and being ready to address them is how you build trust, which is fundamental for leads becoming customers.

Marcus Sheridan writes about the importance of this in his book They Ask, You Answer. It’s one of our favourite reads here at Podymos, and it’s a stance on content marketing that we absolutely stand by.

So, how do you find out what questions your audience are asking?

Talk to your team

What better way to understand your customers than to speak to the people who interact with them every day? This might be your sales team, commercial team or maybe your marketing team. To launch a truly successful content marketing plan, you really need to have a level of enthusiasm and dedication from your whole team. The best ideas come from working together.

Your sales and customer facing teams are likely to be faced with the same questions from customers time and time again, so imagine if you were able to answer those questions before they even asked them? All of these questions make a great starting point for content.





Search engine research

If you haven’t managed to come up with enough ideas by talking to your team (which is unlikely!) there are other methods of discovering the questions your audience is asking.

Search engines and SEO keyword tools can tell you a lot about what is popular online. Keyword research can give you an idea of popular topics, whilst Google’s related searches and search predictions can give you a closer look into how people are searching for those keywords.


At the bottom of search engine results pages you will see a list of related results.

When typing a query into Google, it will autocomplete to show other popular searches.


Social listening

Social listening is all about being active in your industry on social media. What are the trending topics? What are people discussing and debating?

By following closely, and getting actively involved in talking to your audience, you will be able to glean the topics that matter to them and what questions they’re asking.





What will lead them on their buyer’s journey?

A great way to come up with content ideas is to sit down and consider the journey of your ideal customer. Think about the stages they are likely to go through and the questions they might have along the way. What matters to them? What is going to help them decide to convert?

Ensuring your audience can find the answers to these questions is what will expedite their buyer’s journey and build trust with you instead of your competitors.

The big 5

In They Ask, You Answer, Sheridan introduces “the big 5”, a set of topics that all businesses should be writing about. You can use the big 5 to quickly and easily create an impressive number of content ideas. You can use the big 5 as a starting point, creating a table and populating each topic with content ideas.

The big 5 are as follows.

1. Cost and pricing

Many companies are reluctant to discuss their costs and pricing, afraid that it will drive away customers, or reveal too much to competitors.

Whilst these are valid concerns, it’s worth considering what harm this would actually cause to your business.

Customers will find out about pricing at one point or another, so what’s the harm in them excluding themselves early on, rather than spending time and energy on converting them when they’re not appropriate anyway?

In terms of competitors, you may be worried that they will be able to undercut you, but this shouldn’t concern you so long as you’re confident in what you’re offering and that you’re doing it better than your competitors. Furthermore, if you’re talking about price and they aren’t, who is more likely to win the customer in the end?

Addressing costs in your content is so important when it comes to building trust with your audience. Instead of keeping it hidden away, you are being completely open and transparent, which will only win you favour.

2. Problems

Another of your main topics should be based around the problems your audience may be facing, but also the problems they might find with your product or service.

When you address problems up front, you are probably also able to offer solutions. Not only does acknowledging problems show a high level of transparency, it shows that you genuinely care about the needs of your audience.

When you talk about problems and are able to suggest solutions, your audience will naturally be more inclined to trust you.

3. Best

Last time you were searching for an offering of some sort, it’s likely that you used the word “best” to get the information you were looking for. As humans, we naturally gravitate towards that word, because it’s strong and it’s final.

When we put our time into something, we want it to be right, so we search for the best.

This might refer to products, to companies or even to best practices. What information could your company offer the “best” information on?

4. Comparisons

The internet has made it so easy to find out information that people have naturally become more picky when it comes to making financial decisions.

When people invest in something, be it a product or a service, they want to know how it compares to what else is out there and if it delivers everything they need.

Being the one to provide that information develops you as a trusted source. You demonstrate that you know what you’re talking about and therefore can be trusted.

5. Reviews

Buyers always wanted to know what they’re signing up for before making a purchase, they want to know that they’re making the right decision and often, hearing from someone else who has tried what they’re considering will help them to decide.

Reviews are the equivalent to word of mouth, which is extremely powerful. Reviewing your own offerings and being completely honest can help to build trust. You may also be able to use customer reviews to create content.





Check out your competitors

We’re not suggesting copying any content from your competitors, in fact when you explore their content, you may find that they are focusing on creating content that doesn’t encourage the customer journey. This is also referred to as “fluff”, because it is just filling a space, rather than actually helping you to achieve tangible results.

You can look to your competitors to find what they’re missing and take inspiration from what they’re posting about. Are they talking about topics you hadn’t considered? It’s great to explore that. Are you looking at their site and thinking that something is missing? You can fill that gap on your own site.

Whatever you do, whether it’s taking inspiration from their content or ensuring that your content is in no way like theirs, you need to ensure that what you’re doing is better. That means focuses on producing high-quality content that will convert, rather than content creation for the sake of being seen. In summary, each piece of content must help move the buyer through their journey. If it doesn’t it’s most likely not worth writing.


Refresh your old content

If you’re really stumped for ideas (this shouldn’t happen if everyone is involved in your content planning, as new questions always come up from customers), why not look back at your old stuff? You may wonder if that’s actually a good use of your time – surely if you’ve already done it, you have nothing to add?

That isn’t true at all, in fact, refreshing and repurposing your old content is one of the best things you can do for the health of your website. Updating old content is considered a “quick win” for SEO as it shows search engines that you’re not just posting and forgetting about your content, you’re keeping it fresh so that it is genuinely valuable to people.

Look back at old articles and see how you could improve them or maybe you have some longer articles that could be split out into more specific detailed articles.

You can also repurpose old articles, creating videos and social media posts from them.

Basically, not all your content ideas have to be brand new, some of the best ideas have already happened and just need to be built upon.

Keeping content creation simple

As you can see, creating content is quite a big undertaking. Coming up with new ideas can seem overwhelming at times, but it really doesn’t have to be once you boil it down to addressing the needs of your audience and moving them along in your journey.

Consider idea creation as an ongoing process, rather than a stop-start process that you go through every couple of weeks. It can be something that is constantly going on in the background, every time a member of your team talks to a customer, every time you see a relevant interaction on social media. All these small instances could be just the start of a fully-fledged piece of content, or even several pieces of content.

Content creation at Podymos

Do you want to communicate more effectively with HCPs and patients? Do you want to be able to deliver high-quality, converting content as part of your larger multichannel marketing strategy? You’ve come to the right place.

Podymos is a healthcare marketing agency, specialising in downstream Medical Device marketing and content creation.

We’re more expensive than non-specialised agencies and freelance teams because we only work in the Medical Device space so we have specialist knowledge and experience that other agencies may not be able to offer you.

If you want high-quality, compliant campaigns that help achieve your business goals, we’d love to hear from you. Simply leave us your contact details below and we’ll get back to you very soon for a no obligation chat.

How to create the best Medical Device website

website development


Are you in the early stages of developing a website for your Medical Device company?

Or maybe you already have an established website, but are hoping to improve its performance?

Either way, you probably already know just how vital your website is to your business.

It’s the hub of all your activity. Sure, people can learn about you on social media, they can look across your various platforms to get a feel for your company, but when they’re making the all-important decision on whether to get in contact with you, it’s most likely your website they go to for that final step, so it needs to be the best it can be.

We’re a marketing agency specifically for Medical Device, and we’ve built many websites for clients over the years, however you don’t necessarily need to be a website expert to create a website that will deliver for your business. In fact, we know that just a few small tweaks could massively improve the performance of your site.

Whether you already have a website, or you’re considering building one, this article will tell you what you need to know to get the best out of it, from how it looks to how well it works.

Make it findable

Firstly, you need to make sure that your audience can find your website, and that it’s not hidden away in a dusty corner of the internet. Bring your website out into the light, proudly display it for the world to see.

You’ve probably heard of SEO (search engine optimisation), which is incredibly important, but you should be making sure that all your marketing channels are converging to your website, which is what we mean when we say that your website should be the hub of all your activity.

Your social media posts, email campaigns, and any other digital offerings should all drive traffic towards your website.

Even your offline materials can link to your pages using QR codes. Think brochures, packaging and congress collaterals – they could all contribute to your website’s traffic.

So, when you’re coming up with your marketing plans, always think about how it’s driving your audience on their customer journey, and on channels that aren’t your website, it should probably be by driving them towards your website.

We haven’t dived into SEO here as it is such a big topic, but, we have written several articles on it, so if you want to become an SEO expert, have a look at the below:



Creating website layout

Showcase your brand

The power of branding can be underestimated. Some companies believe branding is just a logo and colours, and nothing more.

Actually, branding is a culmination of all visual assets, as well as underlying messaging that reflects the ethos of your company.

As opposed to being something you can see, branding provokes feeling, and your website is the perfect opportunity to showcase it. Whilst your website does need to look good, it shouldn’t be at the expense of your brand.


All the visuals on your site should be built around your brand, which includes the colours, the copy and imagery. Everything down to the shape of the buttons should be consistent and recognisably you.

Answer your audiences’ questions

This is probably the most important aspect in creating a successful website – does it answer your audiences’ questions?

On average, it’s estimated that 70-80% of the buying decision is now made before a buyer evens contacts you. The internet has given us access to more information than ever before, and people want to feel confident in their decision before they commit.

So, they’ll use your website as a place to find out what they need to know about you. Only when they feel a level of confidence like that, will they decide to reach out to you. During this process, inappropriate customers will exclude themselves, making life easier for your sales team.

Additionally, being honest and answering all their questions up front will build trust with your audience. If you’re being open and not keeping anything back, they can trust that you’re not going to suddenly spring something on them that they weren’t expecting.

Marcus Sheridan’s book “They ask, you answer” discusses the power of this philosophy in depth and is definitely worth a read.

To put this philosophy into practice, try writing down all the questions your audience will have before reaching out to you. These will probably be based on the questions you hear every day from your customers and leads, so it’s important to get different members of your team involved in coming up with these questions.

If you already have a site, does it answer these questions? Where can you find them? If you’re building a site, you can use this list of questions as a basis for the content you need to include on your website.

Lead users on a journey

Once you know what information your users are looking for; you need to consider how easy it is for them to find it. Do they have to trawl through pages of content to find it? Or is it in a logical place where they would expect it to be?

If they can’t quickly find what they’re looking for, they’ll more than likely click away, to find out if one of your competitors has what they’re looking for.

You also need to consider the different journeys of the users on your site, and how you can encourage them through it. This is known as conversion optimisation, and it’s how you encourage users to take a desired action, such as getting in contact or making a purchase.

Realistically, ensuring your website is set up to convert is the key to its success, because even if you have huge numbers of visitors, if they aren’t converting, what is the point?


Monitor your performance

How do optimise for conversion? Data is one of the main ways. How can you tell how well your website is performing if you don’t look at the data?

When building your website, you need to ensure that it is set up well report. If you’re just looking to improve the performance of your current website, why not see how you can improve your current way of reporting?



analysing website

Smaller teams will probably find that Google Analytics provides all the data that they need, but larger teams with a reporting budget may want to invest in software like HubSpot. Either way, the most important thing is that you’re looking at the right metrics for your goals.

When deciding what metrics to report on, you need to consider what they actually tell you and how full a picture you’re getting. Sure, looking at the visitors to your website is exciting, but what are they doing once they get to your site? Again, is there any point in knowing this if they aren’t converting?

A few questions to ask yourself include:

  • What are your visitors doing on your site?
  • Are they staying or are they leaving straight away?
  • What pages are people leaving the site on the most? Why could that be?
  • Are they getting halfway through converting and then stopping? Why?

You can find these answers in the data, and then create actionable insights, wherein you optimise your site based on what the data is telling you.

Medical Device websites from Podymos

Do you want to communicate more effectively with HCPs and patients? Do you want a high-quality website that looks good and performs well to support your larger multichannel marketing strategy? You’ve come to the right place.

Podymos is a healthcare marketing agency, specialising in downstream Medical Device marketing.

We’re more expensive than non-specialised agencies and freelance teams because we only work in the Medical Device space so we have specialist knowledge and experience that other agencies may not be able to offer you.

If you want high-quality, compliant campaigns that help achieve your business goals, we’d love to hear from you. Simply leave us your contact details below and we’ll get back to you very soon for a no obligation chat.

How do Podymos create and execute a content strategy?


You may be considering if we’re the right agency for you, or you might want to find out what to expect if you work with us to create a content plan to add in to your marketing strategy and then to distribute it successfully.

If that’s the case, then you’re in the right place.

In this article, we’ll outline the stages we go through to help you identify an unlimited amount of high-quality customer-centric content.Pretty amazing, as the biggest challenge most companies have is what to write about. That will never be an issue again.


Creating unlimited high-quality content ideas

You may be asking, how is this possible? Let’s explain.

We follow the They Ask, You Answer business philosophy where we help you and your team to answer the questions your customers are asking. Why do this?



Creating a content plan

In today’s digital age, consumers in B2B and B2C have the ability to do extensive research on their buying decisions before they even pick up the phone or fill in a contact form. A recent study suggested that 70% of a buyer’s decision has already been made before they speak with the chosen company.

What if you don’t have the right information for your buyers to consume online? Well, likely they will look somewhere else, often to your competitors. What does that mean? Most likely, they’ll be lost as a future customer. But, if you can keep them on your website and provide all the information they require in an unbiased and educational way, you’ll earn their trust and alleviate all their fears and concerns about working with you.

Additionally, your potential clients will be able to validate themselves as suitable for your business or product, therefore saving your sales team time as they won’t have to spend time talking to people who will end up dropping out of the funnel anyway. For instance, they won’t be blindsided by pricing, they’ll already know if they can afford you.


content workshop


Stage 1 – Strategic content workshop

The first and most critical stage in your content creation plan is the first and then 3 monthly strategic content workshops.


Why is this so important?

Because it will allow your entire organisation to align to the They Ask, You Answer philosophy and generate the content topics to really move your audience through their buyer’s journey.

Who should be involved?

This is simple: as many people in your team as possible who are customer-facing and those who will be involved in creating and approving the final content.

If They Ask, You Answer is executed correctly it will allow you to be the trusted voice in your industry within 18 months, so it’s certainly worth spending the time to do this with the full team to provide the best chance of success.

What is involved in the strategic content workshop

The workshop is split into 2 sections and lasts a total of 2.5 – 3 hours.

The first hour will introduce you and your team to the They Ask, You Answer philosophy. In the next hour and a half to two hours your team will identify and prioritise the content to be created in the first 3 months.

In fact, significantly more content ideas will be created. These will be kept on the back-burner for following quarterly strategic meetings, where more content ideas will continue to be added as They Ask, You Answer becomes ingrained in your organisation. It’s very similar to a snowball effect. The ideas just don’t stop.


Stage 2 – Creation of 3-month content calendar

Following the workshop, a 3-month content calendar will be finalised so it’s clearly mapped out what content will be released when and on which platforms.

This will also include more traditional sales channels such as the content topics that will be used by the sales teams.



creating a content marketing calendar

Depending on who you currently have in your team, we can do the first content plan for you, but the more your team can execute themselves, with our guidance, the better as this will drive long-term success.

Stage 3 – Content creation

The next stage is to jump right in and start creating the content. As we mentioned at the beginning, we’re here to coach you and your team on how to do this, however, there are some areas where you may need our direct help, such as videography, design and maybe web development (so your content is easy to navigate).

We’re also more than happy to teach your team to do this too. It’s all about what works best for you.



video production

Videography day – 1-day filming

If you choose to produce your content in video form, then this will be completed onsite at your offices, and we’ll aim to create between 9-15 short videos (1-1.5 minutes).

These videos will cover the most important topics identified in the strategic content workshop.


What to expect on the day

Before we arrive we’ll send you and your team a full filming guide, as well as the final list of questions that each person will be addressing on camera.

Before we start filming we’ll identify the locations to film in. The best locations are normally those that are well-lit and have good natural light. Once these have been identified, we’ll ask one of your team to confirm they’re happy with the look before we complete set up and start filming.

Ideally, we’ll film in 3 locations in your office (called set-ups). The first set-up will take one to one and half hours and then subsequent set-ups will take between 20 and 40 minutes.

Will I have a script to read from

As you and your team talk about these topics every day, we prefer you don’t use scripts as this can often leave a video feeling flat, as each word is read one after the other.

It’s much better if each topic is talked about exactly as you would to a customer. The best way to do this is to imagine the camera is the customer, and it’s just a normal conversation.

We’ll still be there to direct your team throughout the day, so everyone comes across in the best way and the formats of the videos are correct to educate your audience.

But, if your team would prefer scripts we can ensure a teleprompter is there and ready to go.

How long until my videos are ready?

Once filming has finished we’ll deliver one of your videos normally within the first week so that you can sign off the editing style and labels etc.

Once that is approved, your remaining videos will be delivered in the following 2-4 weeks. This depends on the number of videos filmed and the outputs required.

Different platforms have different size outputs, so this may increase the number of editing days required, which will affect the project cost and potentially the timeline.

How will my videos be delivered to me?

All videos will be delivered to you through an online password-protected link.

Through the link you’ll be able to view your videos and download them in various sizes, depending on the platforms they are needed for.

You can also embed your videos into your website through this link if needed and benefit from the analytics our enterprise Vimeo account delivers. Alternatively, you can download each and add them to your Vimeo account. It really depends on what works best for you and your team.


Article writing

Articles (or blogs) will be the foundation of your success moving forward. Why? Because this is what your audience will read to answer the questions your team were answering before.

The best thing is content never sleeps and doesn’t go on holiday, so will be working for you 24/7! Once it’s written, it’s like a free sales team continuing to work for you day and night.



writing articles

How many articles will I need to write?

To make a significant impact in 18 months and become the online voice in your industry, you’ll require a minimum of 3 articles to be published a week. Some industries do take longer than others, however, this is the average time.

But don’t worry, we will walk you through exactly how this can be done. You’ll be surprised how easy this becomes once it becomes a habit.

Who should be involved in writing the articles

3 articles a week is no easy feat, which is why it’s important to engage as many customer-facing members of your team as possible.

This is where the quarterly strategic content meetings are so important, as it brings your team together and gets them focusing on a common goal and allows people to put themselves forward to write articles. It really must be a team thing!

Is there a certain style these articles need to be written in?

Yes, it’s critical to provide your audience with unbiased, educational and detailed information in your articles, however, we’ll coach your team through every step of the way, until it becomes second nature.

How long should the articles be?

Each article should be between 1,000 and 1,500 words (closer to 1,500 is better as it will push you to add additional detail).

Do the articles need to be SEO-optimised?

Yes, each article will need to be SEO-optimised. However, this is simpler than you think and we can easily teach your team to do this themselves.



scheduling marketing content

Stage 4 – Content distribution

This is where your team will start to really see results from all their hard work.

Your content will need to be distributed across the various different channels where your audience is active


Where should your videos and articles be published?

We’ll work with your team to identify where your audience is. Are they on LinkedIn, Instagram or Facebook, or actually will certain content add more value if it’s sent out during the sales process by your sales team, or maybe over email?

Whatever the answer is to the above questions, all your content must sit on your website as this is the hub of all your online activity.

Ideally, everything should sit in a Learning Hub (or something similar), including all your articles and videos so your audience can choose how they consume your content.

If your website doesn’t have a Learning Centre yet, we can work with your team on how this should look and if you need us to build it for you too. Alternatively, we can work with your web agency to ensure it will deliver what you need.

Stage 5 – Metric analysis

Finally, an extremely important step. How is your content performing for you?

As the famous phrase says, you cannot improve what you cannot measure and it’s no different here.

What platform should I use to measure performance?

Ideally, we ask you to have HubSpot installed on your website as this provides you with an integrated platform that not only supports your marketing activities (email, paid ads etc) but it also provides robust data on the content that is working for you and what content isn’t.

If you don’t have HubSpot, there are other options, but they tend to be more time-consuming, costly and less accurate as they involve combining data sources from multiple places.

We can discuss all these options if you choose to implement a radical They Ask, You Answer inbound strategy.

About Podymos

Do you want to communicate more effectively with HCPs and patients? Do you want to be able to deliver high-quality content campaigns as part of your larger multichannel marketing strategy? You’ve come to the right place.

Podymos is a healthcare marketing agency, specialising in downstream Medical Device marketing.

We’re more expensive than non-specialised agencies and freelance teams because we only work in the Medical Device space so we have specialist knowledge and experience that other agencies may not be able to offer you.

If you want high-quality, compliant campaigns that help achieve your business goals, we’d love to hear from you. Simply leave us your contact details below and we’ll get back to you very soon for a no-obligation chat.

How to incorporate interactive videos into your marketing strategy

Editing Video


In 2018, Netflix released an episode of their popular show Black Mirror. The episode was called Bandersnatch and allowed users to give input into how they wanted to watch the episode. Viewers were allowed to choose where the plot of the episode went next and what the characters would do. The episode was massively popular and even went on to win an Emmy.

Now, interactive video is a much more frequent in media. But what is an interactive video, especially in the context of marketing? Does it make sense for you to dive into this world with your audience?

If you’re curious about this popular tool, you’re in the right place.

In this article, we’ll cover how interactive videos work and whether it’s worth investing in them as part of your marketing strategy.

What is interactive video?

To put it very simply, an interactive video is a video that you can interact with using a variety of elements. Unlike regular videos, you can click on an area on your screen, like a button, to trigger different actions, such as opening a new webpage or downloading a user guide.

Many B2C companies use clickable elements (or hotspots) for shoppable links to create unique shopping experiences that connect their e-commerce websites to these interactive videos. Motion detection technologies brought this function to the next level by making a button follow a moving item on the screen.

Similarly, you can have viewing branches or alternative endings on these actionable videos where viewer participation is required. These ‘choose your adventure’ videos have been highly successful on popular video streaming platforms over the last few years.

You can also have quizzes, extra pop-up screens called overlays, video-in-video views, and so much more with interactive videos.

There are several companies that provide interactivity solutions for videos, and here at Podymos we love using the Vimeo studio.

Interacting with a video vs interactive video

Taking actions on a video is not a new concept. End screens, cards that appear from the top right corner, and subscribe links have been around for a while. Clicking on these elements is considered interacting with a regular video.

However, interactive video creates an entirely different experience where you can view the content in multiple ways. It’s a much more engaging experience to participate in a video, as opposed to passively watching one.

What does it mean for marketing?

We live in a world of noise where we get content and input from every direction at all times. It’s becoming harder and harder to get people’s attention, and businesses are looking for tools to create two-way conversations with their target audiences. To cut through the noise and be heard, companies need to find creative ways to encourage engagement from their audience.

According to Demand Metric, interactive content generates two times more conversions compared to passive content. Another study showed that 81% of participants agree that interactive content grabs attention more effectively than static content.

Interactive videos are therefore a perfect way to quickly boost marketing efforts. They can be used to create trailers, product videos, shoppable videos, internal training videos, external educational videos, demos and more.



Analysing video data

Valuable data from interactive videos

Learning about the preferences of your target audience interacting with a video can be very useful when creating marketing strategies. Since viewer participation is required to move interactive videos forward, a lot of analytics can be extracted. Every time someone chooses a branch over the other or clicks on a hotspot, platforms record this to create an extensive report.


Dana Harder from Content4Demand says

“The biggest benefit that I see with interactive is really around the measurement of content. If you think of the static experience, at some point they download a PDF and that PDF goes into a folder on their computers and we have no idea what happens after that. You don’t know if they actually opened and read it. Once you make the experience digital and interactive, all of a sudden you have contact consumption data you’ve never had before.”

Pricing of interactive videos

Cost is always one of the top questions we receive, and it has been no different in the case of interactive videos.

Currently, there are many platforms that offer interaction tools, and their pricing varies.

But the costs are not only about the platform. Video production is the first step in any interactive video project. If you want to learn more about video production costs, you can read our article here.

Mapping out the experience is possibly the most time-consuming step of the process. After deciding on a clear goal and target audience, the viewers’ journey should be determined, including all the paths and turns one can take in an interactive experience.

These videos are not the most affordable; however, they can be extremely valuable. According to research by Content Marketing Institute, 79% of participants agreed that interactive content can have reusable value, resulting in repeat visitors and multiple exposures.

With that said, every interactive video project needs to be priced according to video length, possible paths, the complexity of interaction tools and so on. As a guide, interactive videos start from £2,500 on top of the base filming costs.

If you’d like to find out what your project could cost, don’t hesitate to contact for an estimate.


Should you invest in interactive video

Whether or not interactive video is something your company should invest in is down to several factors.

Despite the great statistics surrounding conversion, interactive video does have its downfalls.

Obviously, price is a huge factor. They’re not cheap, so it’s not a decision to take lightly.



Creating a video

It’s also worth mentioning that interactive videos cannot necessarily be embedded on every platform, meaning an interactive video will only be interactive on the platform it was created on. In other words, if you download an interactive video from Vimeo for example, it will no longer be interactive (as of January 2023).

You’ll need to consider how would be best to distribute any interactive videos and what role they will play as part of your larger overall marketing strategy.

Podymos

Do you want to create interactive videos for your medical device? Do you want to be able to deliver high-quality and unique video campaigns as part of your marketing strategy? You’ve come to the right place.

Podymos is a healthcare marketing agency, specialising in downstream Medical Device marketing.

We’re more expensive than non-specialised agencies and freelance teams because we only work in the Medical Device space so we have specialist knowledge and experience that other agencies may not be able to offer you.

not be able to offer you.

If you want high-quality, compliant campaigns that help achieve your business goals, we’d love to hear from you. Simply leave us your contact details below and we’ll get back to you very soon for a no obligation chat.

What to expect when working with a healthcare agency for social media

social media marketing


Are you wondering how to improve your social media channels and are considering professional help? Maybe you’re just curious about what working with a healthcare agency is like?

If you’re considering working with an agency but are reluctant because you’re not quite sure what to expect, allow us to shed some light.

In this article, we’ll let you in on everything you can expect, from the budget to the process, and how you can prepare to kick things off.



Discussing market research

How an agency could help

Not every company needs the help of an agency. For some, their in-house team has all the capabilities needed for a successful marketing strategy, others can supplement their team using freelancers.

For other companies though, working with an agency can help them achieve better results from their social media strategy.

Social media is time-consuming. It involves lots of planning, content creation and reporting. An agency can take on all of this work, freeing up time to be spent on other important aspects of the business.

As well as that, working with an agency allows access to team members with different specialities, such as strategists, copywriters and designers.


You can still create amazing social media campaigns without these specialists, but they can certainly help to give a professional edge to feeds.

Finally, agencies have a lot of experience to offer companies. They’ve already experimented to find out what works best and are likely always looking to keep at the top of their game, always striving to improve. This takes all the guess work away from companies, so that they’re more likely to see success earlier on.

Budget

Pricing is usually one of the biggest considerations when deciding to work with an agency, but this will vary from agency to agency.

Non-specialist agencies will probably offer lower prices, but as a result, may need more input from you regarding your industry. Specialist agencies, with experience and knowledge in your area, are likely to charge more for what they do, but can offer peace of mind over more general agencies.

In Medical Device, you need to make sure your agency has a good understanding of Medical Device marketing regulations to avoid any repercussions.

We’ve created a guide to social media pricing, which outlines everything included when working with an agency and the costs you can expect to pay.

The stages of delivering social media campaigns

When you work with an agency, you’ll be getting a lot more than last minutes adhoc posts (although there is room for that when needed). In fact, there’s a lot of planning that goes on behind the scenes before posts are even created, let alone uploaded.

3/6 month plan creation

The first step will usually be creating a plan. Agencies may differ on how long in advance they will plan for, but at Podymos, we use social media as a platform to build a story in your audience’s minds, so we tend to deliver 3- and 6-month plans. We also know that it takes time to build momentum on social media.

Content plans will usually be based on the topics, themes or questions that are most important to your audience, as that’s what’s most likely to engage them. Sure, advertising the benefits of your device is important, but it won’t be as interesting to your audience as discussion of the problems they face every day will be.

As a guide, only about 15% of your content should focus on your company, the rest should be about providing value for your audience.

The plan will usually include a brief description of each post and when it will be posted, as well as the type of visual. Will it be a video? Gif? Static image? All of that image will be included in the initial plan.

Plans are sent out in advance so that you can check that you are happy with the post ideas. This offers you a chance to leave out any topics you’d rather not discuss.

Social media style creation

This stage of the process won’t be necessary for companies who already have a social media look, but for those that don’t, your agency will need to put together a guide based on your branding.

It’s important to do this because your posts need to be consistent in terms of how they look so that they are instantly recognisable by your audience. Being recognisable also means you’re memorable, which is an important step in building trust.

Your agency will obviously consult with you on the look, ensuring that you’re happy with the finished results.

f this step is needed, it’ll take longer to deliver your first social media plan, but after that, creating everything can take as little as…


Post creation

Once you have signed off on the post briefs and the look of your posts, it’s time for the agency to build your posts.

Typically, agencies will have copywriters and designers who have been briefed about your social media goals, branding, and general information about your company and device. They will then be able to build the separate components of the posts, bringing them together in one place for easy review.

For instance, copy and visuals (as well as other necessary information like wordcounts and hashtags) may be added to a PowerPoint, so that they can be easily checked.

Once quality checked in-house by several team members, the posts will be sent to you for review. Hopefully, you’ll be happy with the posts and won’t need any changes, but if you do, your agency will be able to make those changes and send them to you once again for review.



Planning posts

Scheduling posts

Nothing will ever be posted until you’re completely happy with it, but once that stage is reached, your agency will probably choose to schedule your posts using a tool like Hootsuite or Buffer. This means that posts will always go out on time and you don’t have to worry.

To do this, your agency will need access to your social media accounts, but they will be able to talk you through how to do this.

Once all of your posts are scheduled, you can sit back and your agency can get started on your next round of social media posts, repeating the process again.

Reporting

Your agency will be able to produce monthly reports for you on how your social media (and any other channels they are helping you with) are performing.

This will allow your agency to see what is working and where there needs to be adjustments to optimise your future social media posts.

For example, if posts on a certain topic are performing well, your agency might recommend doing more posts on that topic.

They’ll also be able to look beyond the channels you’re posting on to tell you how social media is helping your overall marketing strategy. For instance, they can check if your posts are driving traffic to your website to get you conversions – which is probably what you actually want to achieve, rather than just gaining followers, which is how you will go about achieving your overall goal.

In our Medical Device marketing podcast on the top social media mistakes, we discuss how important it is to look at metrics that tell you how well social media is performing for your marketing as a whole, rather than just how well you’re performing on social media.

How to prepare

The joy of working with an agency is that the majority of work is taken off your hands, leaving you free to get on with other things. You may be worried that the agency won’t fully understand what you want from your social media, which it’s important that you and your agency understand each other prior to starting work.

You can prepare for this by ensuring you are prepared to talk about the following topics:

Who is your audience?

What are the topics that interest them? What are the problems they face on a daily basis?

Who are your competitors?

What are other companies in your area doing on social media? Are there any accounts that you find particularly interesting?

What should the posts be about?

What are the topics and themes that your audience cares about? What are the questions that you’re asked by customers the most?

What are your goals?

Are you looking to raise awareness of your brand? Are you hoping to gain leads? This will affect the social media plans.

Social media at Podymos

Do you want to communicate more effectively with HCPs and patients? Do you want to be able to deliver high-quality social media campaigns as part of your larger multichannel marketing strategy? You’ve come to the right place.

Podymos is a healthcare marketing agency, specialising in downstream Medical Device marketing.

We’re more expensive than non-specialised agencies and freelance teams because we only work in the Medical Device space so we have specialist knowledge and experience that other agencies may not be able to offer you.

If you want high-quality, compliant campaigns that help achieve your business goals, we’d love to hear from you. Simply leave us your contact details below and we’ll get back to you very soon for a no obligation chat.

And don’t forget to follow us on social media

4 tips for Medical Device social media success

Marketing success

Do you want to introduce social media into your Medical Device marketing strategy but aren’t really sure where to start?

Or maybe you’re hoping to increase your success on social media but aren’t sure how?

Social media can be an excellent way to boost brand awareness, generate leads and build an online community. In fact, research has shown that 68% of marketers use social media to generate leads.

In this article, we’re going to share 4 tips for how to successfully use social media as part of your wider Medical Device marketing strategy.

Be Genuine

Sticking to several core topics or values with a clear and defined message is important. This consistency will help your brand develop an honest and authentic online reputation, which in turn will build trust with your audience.

Developing trust is crucial when it comes to making sales or generating leads, in fact, 80% of people said that trust was the deciding factor in their buying decisions.



doctor taking selfie with patient for social media

The best way to do this is to consistently post about a selection of topics that your brand is committed to, for instance, the problems your audience is facing, updates in your field, and community-building.

Outright product promotion can appear too intense, whereas discussing subjects that your audience cares about shows that your company also cares.

Something you should stay clear of is posting inconsistently about a range of different and unrelated topics based on trends, or posting about awareness days that you don’t actively support. This could lead to mistrust amongst your audience as you’re not being authentic.


Instead of posting for the sake of posting, companies need to use their posts to build a picture of their brand in the minds of their audience. Like putting together the pieces of a puzzle to get the complete picture.

Listen to the data

Monitoring your data is one of the most important parts of social media marketing for Medical Device promotion. Without reporting on the performance of your posts, you really have no idea of how well you’re doing, and how you could be better.

Impressions and engagement rate

Two important metrics to look at are the number of impressions your posts are receiving and their engagement rates. Impressions refers to the number of people who have seen your posts whist engagement rate refers to interactions such a likes, comments and shares.

A high number of impressions means that your posts are being seen by a large audience, introducing more people to your brand, so it’s probably a metric you’ll want to examine closely if brand awareness is your main marketing goal.

Engagement rate is also an incredibly important metric, as it’s an indicator of the quality of your posts and how well your audience is receiving them. You can then optimise your posting based on this. For example, if you’re seeing that some posts are doing better than others, you can look for what those posts have in common and decide to do more of whatever that is.

Check out our article on engagement rate optimisation for a better understanding of its importance and how to optimise it.

Posting time

To ensure posts are successful, you need to upload when your audience is most active. Studies show that the first hour after you post is when you will receive 50% of your total engagement. Posting when your audience is online will naturally increase how much that 50% represents and therefore how much engagement you receive overall.

In practice this might mean that a post at 2 pm that gets 4 likes within the first hour will go on to get 8 likes. If a post at 11 am gets 8 likes within the first hour, it could go on to get 16 likes overall.

You can find out the best time to post for your particular audience by examining your analytics. Platforms such as Facebook, Instagram and Hootsuite have analytic sections where you can browse all the data collected from your posts.

Conversion rate

If your goal is to use social media to generate more leads, then you need to look at the metrics as part of a larger campaign. The majority of your posts should be linking back to your website, which should be set up for conversion

You can see how well your posts are performing in terms of driving traffic to your site by looking at the click-through rate of each individual post. Alternatively, you can look at your acquisition data on Google Analytics to understand how well social is doing compared to your other channels.

You can also measure the conversion rate of your social traffic. Are they purchasing from you? Are they getting in contact with you?

If conversion rate isn’t great, you can look into why that might be, and consider if there is anything you can do to make conversion easier for your audience.

If you have more questions about how to use social media metrics to your advantage, why not check out our article on why social media reporting is important.

Building online communities

Building an online community is an excellent way to engage and build trust with your audience, but how do you do it?

One way is to develop a dialogue with your audience. You can post about the problems they’re likely to experience and open a forum for discussion. Your audience can discuss their own experiences, and your company can get involved in the conversation. Seeing that a company is trying to be genuinely helpful will pay off significantly.

Another way is to bring key opinion leaders or influencers into your brand. You may think that being in Medical Device, influencers may not be relevant, but that’s not the case. There are plenty of influencers on social media who focus on their own medical stories, sharing their experiences to help and support others.

Additionally, there are many doctors on social media who share health advice and help raise awareness about certain conditions. These types of people are the best accounts to reach out to as they can not only add a certain amount of personality and relatability to your brand, but you can also reach their audience.


Follow the rules and regulations

There are many benefits to Medical Device promotion on social media, but there are also limitations. Some images or videos may be too graphic for platform content guidelines, so be sure that you check the rules before posting any graphic content or put a trigger warning in the caption.

Failing to follow the rules and community guidelines of the platform you’re posting on can have significant consequences. Not only will your post be removed, but your whole account may be suspended, so it’s best to play it safe.

Furthermore, everything you post on social media is in the public domain, which means that it is subject to regulations. This means it’s important that you’re clued up on the EU MDR.

Generally, you’re not restricted by what you can say on social media, as long as it matches the claims in your intended purpose. You do need to check the regulations in your country though and discuss with your regulatory team.



book of rules

Hopefully, this article has given you a good overview of Medical Device social media marketing, on what are the best tactics for medical device promotion. By keeping these ideas in mind, you’ll be able to help strengthen and develop your online presence.

Medical Device social media at Podymos

Do you want to communicate more effectively with HCPs and patients? Do you want to be able to deliver high-quality social media campaigns as part of your larger multichannel marketing strategy? You’ve come to the right place.

Podymos is a healthcare marketing agency, specialising in downstream Medical Device marketing.

We’re more expensive than non-specialised agencies and freelance teams because we only work in the Medical Device space so we have specialist knowledge and experience that other agencies may not be able to offer you.

If you want high-quality, compliant campaigns that help achieve your business goals, we’d love to hear from you. Simply leave us your contact details below and we’ll get back to you very soon for a no obligation chat.

And don’t forget to follow us on social media

How to optimise Medical Device email campaigns in 2023?

doctor receiving an email
 

Want to get the most out of your emails but don’t know where you’re going wrong or how to get started?

Podymos is here to help, with 5 ways to optimise email campaigns in 2023.

Emails are a great marketing tool as they allow you to get directly in front of your audience by arriving straight into their inbox. It’s a huge channel that’s only growing.


 

This article will show you how to connect with your audience through email and how to get the best results from your campaigns.

We’ll look at:

  1. Personalising your emails
  2. Curating your email content
  3. How to tailor your emails to your audience
  4. Monitoring your email subscribers
  5. Looking after your subscriber’s privacy

Personalisation

Personality is key when sending an email out to your subscriber list. No one wants to read an email that looks like it was written by a robot.

Adding that personal touch to the sender’s details and subject line can massively impact the success of the email. They’re the very first things that your subscriber will see and could be the difference between an opened email and an ignored one. 

Make sure that the sender’s address has a name, as people are more likely to interact with a person rather than a company. This is adjustable on most email platforms, like Mailchimp and Campaign Monitor.

As for your subject line, (the opening line at the top of your email) keep it short and snappy telling your subscribers what the email is about and giving them the incentive to read more. Be sure to use friendly and open language, that won’t overwhelm your subscriber such as “TRY NOW” or “WHILE STOCKS LAST”.

Keep it short and sweet

The content of your email is the most important part of your campaign, so ensure that your text is relevant to your audience. Keep it clear and concise with a simple “Call To Action” (CTA) in which you tell your subscriber exactly what you’d like them to do. This should be in line with the objective of the campaign.

The human eye is automatically drawn to visual elements, so use plenty of images and graphics, rather than large chunks of text. You can keep your emails consistent by setting up a template so that your emails don’t become too heavy with text.

Unsure about how to write for Medical Device? Have a look at our article on Writing high quality content in Medical Device marketing.

Another way to keep your content engaging is by adding links to images and text. Whether it sends them to your website, social media, or other articles that you’re referencing, it’s a great way to track engagement.

This can be done by looking at the click-through rate (CTR), which is the percentage of subscribers who have opened your email and engaged it by clicking on at least one link in your campaign.

CTR is available to track on most platforms and is a great way to see how many people are interacting with your email.

If your CTR is low then you need either create more engaging content for your subscribers to interact with or troubleshoot your emails as some of your links are broken. You should also check your subscriber list to see if any of your emails have bounced.



doctor sending and receiving medical emails


 

Tailor to your audience

Segmenting your audience, by dividing your subscriber lists into different categories is a great way to engage with your subscribers and keep your content relevant.

You can do this by collecting relevant information on your subscribers such as age, location, and gender. Building up your knowledge and understanding of your customers will help you to anticipate their wants and needs and send them relevant content.



Now you can target your marketing more succinctly and send the most relevant updates to the right people.

For instance, if there has been an increase in people from a certain city buying a particular product, you may want to consider telling other people in that area about that product too.

Monitor your subscribers

Subscriber interactions can tell you a lot about your audience, particularly what content interests them and what doesn’t. Here are a few key things you should look for when monitoring your mailing list and why. 

A loss of subscribers could indicate that some of your audience isn’t interested in the type of content that you’re putting out. You may need to curate your content to make it more relevant to your audience.

Look into the type of people who aren’t opening your emails and see what they could have in common, maybe they’re in the same demographic. If so, break them out into different segments and change your approach.

A high open rate (the number of people opening your emails) combined with a low CTR could tell you that lots of people are opening your emails, but they’re not interacting with them. This might suggest that they’re interested enough to open the email but not enough to follow through by clicking any links.

Test, Test, Test

We have all sent out an important email only to notice a typo when it’s too late. Sending multiple tests to yourself and colleagues before hitting send for real can save you a fair amount of embarrassment.

Check over your content, links, and images to see if everything is in order. It’s a good idea to get into the habit of using a checklist when reviewing your emails, so you never miss a mistake again.

Catch those typos before it’s too late. It’s also important to check how your email looks on different types of devices, from laptops to phones to tablets. You need to be sure that the format works well on all devices as 81% of emails are checked on phone.


Privacy

Safety and looking after your subscribers are just as important as sending out emails with your latest news. The best way to ensure that your subscribers are interested in your emails give them the option to double opt-in to your emails.

This means that they have to check two boxes rather than one to confirm that they want you to email them as nothing is worst and will turn people off than being added to an email list that you didn’t sign up for.



checklist

How to make it work for you

So, there it is!

Emails are a great marketing tool that can be used to spread brand awareness, update subscribers on new information and promote products and services. If there were a few key takeaways for you to take with you are to make sure that your emails are always personalised, engaging and most of all fun. Keep your content short and snappy and filled with pictures and easy-to-understand graphics.

However, if you only remember one thing from this article is that you should always test your emails before you send them. Send them to a friend or colleague, send them to yourself and check them on your phone.

Medical Device emails at Podymos

Podymos is a healthcare marketing agency, specialising in downstream Medical Device marketing.

Do you want to communicate more effectively with HCPs and patients? Do you want to be able to deliver high-quality email campaigns as part of your larger multichannel marketing strategy? You’ve come to the right place.

We’re more expensive than non-specialised agencies and freelance teams because we only work in the Medical Device space so we have specialist knowledge and experience that other agencies may not be able to offer you.

If you want high-quality, compliant campaigns that help achieve your business goals, we’d love to hear from you. Simply leave us your contact details below and we’ll get back to you very soon for a no-obligation chat.


10 Medical Device marketing mistakes on social media

social media mistakes

Are you looking to get started posting on social media and want to know what to avoid?

Maybe you’ve been posting for a while but aren’t getting the traction you expected?

Either way, knowing the top mistakes people make when it comes to medical device social media marketing could be extremely helpful

By the end of this article, you’ll be able to audit your social media accounts to see where improvements could be made and come up with a strategy to start posting the right way.

The top 10 social mistakes we see made in Medical Device marketing are (there may of course be others, but this is our experience):

  1. Not having a goal
  2. Not knowing your audience
  3. Getting swept up by trends
  4. Posting on too many platforms
  5. Posting the same content across all platforms
  6. Not varying types of posts
  7. Being over-promotional
  8. Not interacting with users
  9. Not being consistent
  10. Measuring the wrong metrics

1. Not having a goal

The first step of social media is often one that is forgotten, and that is determining your goal. What is it you’re hoping to get out of social media marketing? This will dictate where, when and what you post and if social media is, in fact, the correct platform for your marketing efforts.

Are you looking to raise brand awareness, create a community, drive lead conversions or super charge your recruitment?

Whatever it is, clarifying your goal will help to quickly determine your strategy.



people sat on phones on social media

2. Not knowing your audience

Similar to being clear on your overall goal, you need to be clear about whom you’re targeting on social media, which means knowing your audience well.

Your audience personas should be specific, including information like their typical ages, job titles and geographies. This will also be useful if you decide to run any paid social media, as you can tell each platform which people to target.


More importantly though, you need to know the interests of your target audience, what the problems are they face and the issues that they care about. This information will inform you on what you should be posting about.

3. Getting swept up by trends

From time to time, companies jump on the bandwagon of the latest trend. Although this can be useful for getting eyes on your post, if they’re not the eyes of your audience, what’s the point?

You should only take part in trends if the circumstances are right and you’re able to post content that is relevant, authentic and on topic in your field.

Again, it comes back to knowing your goal. Everything you post should help you achieve that goal, and having lots of impressions on your post doesn’t necessarily help you to do that if they’re not from the right people.

This is where vanity vs. sanity measures come in. It’s critical that your measures are a meaningful indication of you meeting your goal (e.g. Impressions vs. conversions)

4. Posting on too many platforms

You might think the more platforms you post on the better, but that really isn’t the case. Posting on every single social platform can be like shouting into an empty room. Your audience isn’t likely to be engaged and listening on every platform.

In Medical Devices, platforms like Pinterest and Instagram aren’t necessarily the best places to post. Despite their popularity, it’s not really where HCPs are looking to engage with you. If you’re looking to communicate with patients, Instagram and Facebook may be more appropriate but your content will need to be different.

Instead of trying to post on as many platforms as possible, focus on posting on selected platforms and doing it well. Prioritise the platforms where you know your audience is. That way, you won’t waste time creating content that won’t contribute to your end goal.

Check out on our article on the best social media platforms to help you decide where to prioritise your time.


5. Posting the same content on every platform

In a similar vein, you might think it’s a good idea to save time by reposting the same content across multiple platforms, but you’ll quickly find it doesn’t really work like that.

Not only might it look lazy to people who follow you across those multiple platforms, but it can also appear unprofessional, as your audiences consume different types of content depending on their chosen platform.





Additionally, different platforms have different design requirements, so at a minimum each post will need to be optimised accordingly.

Finally, you might find that different types of posts will perform better on some platforms than others. For instance, posting videos on Twitter might get more engagement, whereas static visuals do better on LinkedIn. In which case, you should prioritise and post accordingly.

6. Not varying types of posts

Posting on social media is hard work and it might be tempting to continuously take the easy route and post similar visuals again and again. That can be damaging, as you’re not giving yourself room to experiment and find out what works best for your company.

There’s so many different post types out there, such as videos, audio clips, PDFs, GIFs and so on. Social media gives companies the chance to get creative and do something different, so seize that opportunity.

Try out different ways of delivering content, so that you can learn what your audience finds the most engagement. This will help you to see better results in the long run.

7. Being over-promotional

One of the biggest mistakes we see is when companies are too promotional. It might sound counterintuitive to say, but Medical Device marketing isn’t only about promoting your device, it’s also about building trust with your audience by showing that you care about the same topics and problems that they do.

If your audience want to know about the features and benefits of your device, they will seek that information out (which should be easy to find), but to capture their attention in the first place, you need to engage them with something they already care about.

Again, this is where knowing your audience comes in. A post about a problem they face every day is more likely to make someone stop scrolling than the latest data on your device. That is the only way to cut through the noise and get noticed on social media.

We are not saying you shouldn’t be promotional, but it needs to be in moderation. Think about how you want your audience to view your company. You need to make a mosaic in their minds of who your company is, and each social media post is a part of that mosaic.

If all posts are promotional, your company may be perceived as over-promotional and uncaring, however if they’re interspaced with posts about your company culture and educational events, then a very different picture will be formed.

As a rule of thumb promotional content shouldn’t make up any more than 10-15% of your feed. The rest should be adding value.





8. Not interacting with users

You may have heard the phrase “don’t post and ghost” and it really is one to live by in social media marketing. It refers to the act of publishing content and then forgetting about it, failing to engage with users who have commented.

You should always respond when you receive mentions or comments on social media, because it shows your audience and the algorithms that you’re present and involved in the conversation. Otherwise, your social media efforts can seem impersonal and inauthentic.


This is even more important just after a post is released as the more engagement you get early on in a post’s lifecycle, the more popular the platforms will think it is. This can mean that your post is shown more widely, beyond your immediate network.

Finally, engaging with your audience is a fantastic way to start building a community. Make sure you thank commenters for their support or answer their questions and get involved in their debates. If all goes well your community will develop with you at the centre. Trust (and sales) will naturally follow.

9. Not being consistent

Inconsistency is easily the biggest issue across social media. A common misconception is that it’s okay to post sporadically when time allows or an idea appears, but this can do more harm than good.

Algorithms determining what content shows up in newsfeeds don’t reward sporadic pages, and people are also less likely to follow a page that doesn’t post regularly.

Posting consistently allows your social media efforts to gain the momentum they need to bring you success.

There are many articles out there that indicate the idea cadence for posting. This can be from 3 times per week to 5 times per day.

However, this is not always possible as it takes a significant amount of time to create a content plan every 3 months, write the copy, design the posts (or film a video) and schedule and monitor them all.

We delve further into planning content in our medical device social media guide, which discusses everything you need to know about planning your strategy.

10. Measuring the wrong metrics

When you post and forget about it, you end up ignoring a whole wealth of data that’s available to you, that will allow you to get the most out of social media.

You can look at metrics such as impressions and engagement to gauge how people are responding to your content. This’ll initially help you to optimise your future activities, but ultimately you want to set conversion goals so you can truly measure how your activities are impacting your technologies adoption.

Additionally, platforms like Hootsuite will provide more information, such as the days when you are seeing the most activity, and therefore when you should prioritise posting.

If you would like to learn more, check out our article on the importance of social media reporting.

Working with a social media agency

Do you want to communicate more effectively with HCPs and patients? Do you want to be able to deliver high-quality social media campaigns as part of your larger multichannel marketing strategy? You’ve come to the right place.

Podymos is a healthcare marketing agency, specialising in downstream Medical Device marketing.

We’re more expensive than non-specialised agencies and freelance teams because we only work in the Medical Device space so we have specialist knowledge and experience that other agencies may not be able to offer you.

If you want high-quality, compliant campaigns that help achieve your business goals, we’d love to hear from you. Simply leave us your contact details below and we’ll get back to you very soon for a no obligation chat.

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