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6 marketing tools that will make your life easier

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The job of a marketer often includes juggling what feels like hundreds of campaigns at once. There’s email, social media, websites, research and more. It can be a time-consuming job, but having the right tools will help you to save time where possible and keep track of all your projects.

We’re going to recommend 6 of the marketing tools that make our lives easier every day. These are the tools we wouldn’t be without, because they save us so much time and help us to get the most out of our campaigns.

The best marketing tools


Canva marketing tool

Almost every marketer is aware of Canva, it is one of the most popular marketing tools out there!

Making sure that everything you put out looks good isn’t always easy. Design can be time-consuming, and it requires a niche set of skills, but luckily Canva makes it easy to anyone to create professional-looking designs if you don’t have an in-house designer. It has templates for many different marketing materials, from social media posts to logo design.

Many features of Canva are free, but when you upgrade you are able to save your brand assets to easily reuse with every design you create. Remember, it is important to ensure that all your marketing materials have a consistent look, so that your brand is easily recognisable. You can read more about the importance of branding in our article “Medical Device branding: What is it and how to do it”.

Many features of Canva are free, but when you upgrade you are able to save your brand assets to easily reuse with every design you create. Remember, it is important to ensure that all your marketing materials have a consistent look, so that your brand is easily recognisable. You can read more about the importance of branding in our article “Medical Device branding: What is it and how to do it”.

Google Data Studio

Data studio software

Google Data Studio is a game-changer when it comes to reporting. It allows you to collate metrics from various different platforms into one report. For instance, you could have your social media date, website and email data all in the same place.

What’s great is that once it’s set up, it can automatically pull the data for you, instead of manually having to export data and loading it all into the same place. You can also personalise reports with your branding or by adding notes and comments throughout.

As a healthcare marketing agency, Data Studio is one of the tools we use most often as we deliver weekly and monthly reports for our clients. Not only do we use it demonstrate how their online campaigns are performing, but we also show them the status of their various projects with us.


Marketing scheduling tool

In our various articles on Medical Device social media marketing, we have spoken repeatedly about how useful planning and scheduling content is for ensuring you post consistently (which is super important!).

There are various scheduling tools out there, but our favourite is Hootsuite. Not only does it allow you to schedule posts, but it also tracks mentions, comments, direct messages and provides you with insightful analytics such as the day of the week your posts are seeing the most engagement.

We’re able to manage our various clients’ social media pages across multiple platforms through a single dashboard, which saves us a staggering amount of time.


Understanding SEMrush

If your company is interested in boosting your ranking on Google, SEMrush is a must have! It allows you to track everything search engine related, from organic traffic to keyword rankings. It comes with loads of cool features, including a keyword research tool and SEO content templates.

You can also use SEMrush to track your social media statistics, Google ads performance and conduct competitor research, which is extremely important for Search Engine Optimisation (SEO) and understanding which keywords perform well in your market.

Our go-to feature on SEMrush is the website health check which highlights where there are technical SEO issues on a website, such as broken links and missing metadata.

Campaign monitor

Campaign Motor

81% of B2B marketers say their most used form of content marketing is email newsletters. They are a great way to reach out to your audience directly and keep your brand at the forefront of their mind. We spoke about the wonders of email marketing in our Digital Marketing Guide.

We like to use Campaign Monitor to build and schedule our emails, from newsletters to invitations. You can build multiple different mailing lists on campaign monitor, allowing you to segment your audiences and personalise the emails you send out.

Once campaigns are sent out, you are able to track open rates, conversion rates and some demographics of your audience. All of these insights are helpful for building even more successful campaigns in the future.

By the way, if you haven’t already you can sign up to join our mailing list!



As healthcare marketers, Zotero has saved us endless time and headaches when it comes to referencing and research. Everything we create needs to be compliant with Medical Device regulations, so making sure we correctly reference is incredibly important.

It allows you to easily add papers to your library to be used as a reference later on, saving all the information that is available on the page. You can also add tags and notes to references, making it easier to sort through and find the relevant information quickly. Once you have downloaded the app and added the internet browser extension, saving references really is as easy as a single click.

Zotero also has a Microsoft Word add-on, which allows you to very easily add references and bibliographies to your work. The days of having to manually update all your references are gone, as Zotero automatically makes all the updates as you go.

Get the right tools for the right job

We hope these marketing tools are as helpful to you as they have been to us. Let us know if you have any recommendations!

Get in touch with us if you would like to discuss your current marketing strategy and how we could help you to achieve your business goals.

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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.

And don’t forget to follow us on social media

Writing high quality content in Medical Device marketing

Content marketing is all about giving your customer something without directly asking for anything in return. It allows you to add value to their lives in a way that convinces them of your value, creating a connection and building trust, which is incredibly important when it comes to increasing brand equity.

Content can come in many forms such as imagery, videos, slide shows and more, but we are going to be focusing on written content, which can be a very powerful form of content. Not only does written content give you the chance to demonstrate your expertise and help or entertain your customers, but it is also beneficial in terms of search engine optimisation, an area of digital marketing dedicated to increasing website rankings on search engines to bring in more visitors (see our Medical Device SEO guide to learn more).

We’re going to delve into how you can write high quality content that will not only create a great experience for your reader but will also help you to rank higher on search engines.

women at desk with documents

Know your reader

When it comes to Medical Device marketing, knowing your audience is the first and arguably the most important step. If you don’t know who your audience is, how they think and what their challenges are, how can you be the solution that they are looking for?

The likelihood is that you already have a very good idea of what content is required based on intuition alone, but keyword research is critical to help you translate this intuition into data, and discover what your audience is really searching for online. Keyword research can be used to create targeted content that will bring your audience to your site.

You can then direct them to view your product pages or other articles that expand their understanding of a therapy area or new treatment solutions. A very valuable marketing tool, but it takes work.

So, how do you do this? Well, quite simply you can use your keyword research to compile a list of keywords that you want to rank for and then start writing content based on this. Make sure you take note of the keyword difficulty (KD) score for each keyword as the higher it is, the harder it will be to rank for it. If you want to learn more about how to complete keyword research, we’ve created a keyword research guide.

Write for your reader

When it comes to writing content for SEO, MedTech companies often focus on creating content that ranks, forgetting about the user. This may provide impressions, but as the impressions are not with your target audience, it is ultimately a pointless and costly activity.

Additionally, other practices such as keyword stuffing can be detrimental for SEO. Not only is it penalised by Google but it also makes your content less readable. Keyword stuffing is when writers try to fit a targeted keyword in every possible location. The disruption this causes to your article’s readability is primarily why Google frowns on such practices.

Whilst you will need to keep Search Engines (SE’s) in mind whilst writing, the priority should always be the reader. First and foremost, SE’s are looking for content that is going to be the most valuable to readers. They are extremely sophisticated and they are able to detect when someone is trying to ‘cheat the system’ and rank, without putting the hard work in.

The bottom line is you need to create original content that is of value to your intended audience.

Create a consistent tone

The tone of your content will be predetermined in your brand guidelines and is there to ensure consistency throughout your website and other materials, but when it comes to writing articles you may need to adapt it slightly. Copy for articles is not like traditional website or social media copy, it doesn’t need to be condensed down and so closely focused on your messaging (although of course, your messaging should guide it). Instead, you can expand upon subjects and go into more detail.

The tone and writing style in articles should be determined by who you’re writing for. For instance, if you’re writing an article aimed at engaging healthcare professionals, you should use more technical language which will not need so much explanation, but if you are trying to target patients, you may need to take on a more reassuring tone and explain more complex concepts.

Do comprehensive research

a woman studying

The content of your articles will always be better when it is thoroughly researched. Before you can even think about writing, you should make sure you’ve gathered all the research necessary and take note of the references you need. Ensure that you have read up on relevant studies and clinical papers around your topic as these provide a reliable source that will add credibility to your article.

Keep your writing engaging

It goes without saying that your articles need to be well-written and engaging, if not, you will not only struggle to rank on SE’s, but your readers will click away with a bad impression of your company. So, how do you ensure that your article is well-written?

Working out the structure of your article before you start writing is a great place to start as it helps you to determine the overall takeaway of your article, which will provide clarity and conciseness to your writing.

In terms of technicalities, there are some things to look out for.

Sentence length

You should vary sentence length, with some long and some short. Too many long sentences can become wordy and hard to read, but too many short sentences may end up seeming almost monosyllabic.

marking out errors in a piece of writing

Language choice

Where possible, you should use the simplest word choice. Even if you’re writing for HCPs with a formal tone,
SE’s reward articles that are not too convoluted, as not all readers possess the same depth of vocabulary as you. This doesn’t mean you shouldn’t use technical language when needed.

Typos and spelling errors

We all do it, but multiple proofs from multiple people can help you to avoid them being published online for all to see.

Difficult concepts

Make sure you take your time to fully grasp difficult concepts as this will help you to explain them better. Einstein once said ‘If you can’t explain it to a 6-year-old, you don’t understand it yourself’. This is something we live by at Podymos, as it is so true!

Unnecessary words

Try to avoid using unnecessary words. For instance, the word ‘very’ is often overused when it doesn’t really add anything to your writing. Other phrases like ‘in order to’ and ‘all of’ can often be left as ‘to’ and ‘all’ without changing the meaning.

Use headings

Unfortunately, despite all your hard work, readers are unlikely to read every single word that you’ve painstakingly crafted. Internet users typically scan copy to save time and find exactly what they are looking for, which is why main page copy needs to be so concise. Having descriptive headings throughout your article will help readers find what they need, making your content much more useful.


Often when writing for Medical Device marketing, there are a lot of long words and phrases that can be abbreviated. It is okay to do this, but ensure that the word or phrase is written in full, with the abbreviation after in brackets the first time it appears. That way, readers know exactly what to expect.

Content needs to be trustworthy

When it comes to making decisions, the most important aspect to help your audience decide whether they do or don’t want to work with you is trust. Your articles can help to convey trust by demonstrating how knowledgeable you are.

To help with this, you should use references or external links to show that you have read around the subject. When writing about Medical Devices in particular, references must be included with every claim, see our guide to the EU MDR for further details.

References and links also signal to SE’s that your article will be of more value to readers as it indicates that it is well-researched. So, whilst it is regulation to include references, it is also beneficial for SEO purposes.

Useful tools for writing high quality content

We find that a lot of work needs to go into writing content in Medical Device marketing, but there are a few tools that we use to make it more efficient.

coggle logo
  • Coggle: A mind-mapping tool, to help you get all your thoughts down and structure your article.
  • SemRush: Can be used for keyword research and creating content templates based on keywords. This has paid features, but the free version can add a lot of insights into your audience. Additionally, if you want to branch out with the paid version it will analyse each of your articles and provide you with an SEO score and guidance on areas to improve.zotero logo
  • Grammarly: You can use this once your article is written to check for spelling and grammar errors. This is also great to gauge the reading age of your article.
  • Zotero: This will help you to keep track of your claims and references. Something we use a Podymos a lot!

Get started with your own content!

As you can see, there is a lot of work that goes into creating high quality content. It can be time-consuming, but it is so worth it. Not only will you be able to use blogs and articles to bring people to your website through search engines, you can also distribute the content across social media and email. That is the wonder of content marketing.

If you would like anymore more help with your content marketing strategy, or writing great
blogs and articles, take a look at our Medical Device digital marketing services to see how we
could help you.

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.

And don’t forget to follow us on social media

5 tips for using social media hashtags


For years now, hashtags have been a common feature on social media, adorning posts on LinkedIn, Facebook, Twitter, and Instagram. When used correctly, they are an excellent tool for expanding your reach and increasing your engagement, even in Medical Device social media marketing.

We’re going to look at what hashtags can help you to achieve and how to make the most of them.

Social media hashtags

What do social media hashtags do?

Despite how they are sometimes used, hashtags do actually serve a purpose. People using social media platforms can search and follow hashtags, meaning that they will see only posts with that hashtag. They may be simply for entertainment, for education or to keep up with news. For whatever reason, hashtags help people to see the posts they want to see.

Hashtags also act as an indicator on what the content of the post is about, which can help when it comes to beating the pesky social media algorithms. On Instagram, users are able to visit a discovery page where they are shown posts that may interest them. If Instagram knows that a user likes to see posts about a certain topic, having those contextual hashtags may help your posts to appear here.

Beyond expanding your reach though, hashtags can be useful for developing trends or running competitions. They can be a useful filtering tool, so when you ask users to get involved and post in some way to do with your company, asking them to use a unique hashtag will allow you to see all the relevant posts at once.

Social media hashtag best practices

We have delved into the world of social media best practices before, but this time we wanted to focus particularly on hashtags. Whilst there isn’t really a right or wrong way to use hashtags, there are ways to get the most out of them to help you achieve your social media goals.

1. Mix high volume and low volume hashtags

When it comes to choosing the hashtags you use, it’s not just about choosing the ones you think sound the best or describe the post. Believe it or not, there is data involved in which hashtags you should choose.

When you search for a hashtag, you can see how popular it is based on how many posts it has. Similarly, you can use a tool such as BuzzSumo to do your research. The instinct may be to go for all the high volume hashtags, but as with choosing your keywords for SEO, a mixture of high and low volume is actually the better method.

This is because, although fewer people search for the less popular hashtags, you are more likely to appear and be seen by those people who do. Conversely, although you may potentially be seen by more people when using a more popular hashtag, there is more competition, so your post stands less chance of being seen. Using a mixture of both is a way to cover both bases.

2. Don’t overdo it

hashtag best practices

Although it may be tempting to use as many hashtags as possible on a post to increase your reach, this may not be the best idea. Not only does it look spammy to the people viewing the post, giving them a bad impression of your company, but it is extremely time-consuming.

Instead, we recommend using a maximum of 3 on platforms like LinkedIn, but more on visual platforms like Instagram. 1 of the hashtags you use should be a filter, for instance your company or product name. That way, if people want to see posts only about your company or product, they can use the hashtag as a filter.

3. Make sure they are relevant

There is little benefit to using hashtags that aren’t closely related to the contents of the post. Although other hashtags may have more followers, if your content isn’t relevant to them, not only will it be annoying, giving them a bad impression of your company, but they’re just not your customers and they’re not going to convert. In that way, it’s completely pointless.

Instead, it is better to focus on finding hashtags that are relevant to your company and that your potential customers may be searching for.

4. Don’t use punctuation

Hashtags obviously start with the hashtag symbol, but they can’t contain any other punctuation or symbols. This can be annoying as it sometimes means that the phrase appears incorrectly, for instance something like ‘We’re here!’ would have to appear as #WereHere. Punctuation breaks up the hashtag, so only the part of it before the punctuation would actually count.

Try and find a way around it by editing the phrase or simply choosing other hashtags, or you could simply post it and allow people’s mind to fill in the blanks.

5. Keep it short

Long hashtags are distracting and unlikely to have many searchers. You may be tempted to hashtag your tagline as a reminder of your messaging, or something else along those lines, but think about it, what is the point? If it is not a hashtag that already has a following or you are using to develop a trend or run a competition, it is not going to be seen by anybody, so its not really doing anything for you.

Short, snappy hashtags that people are actually searching for are the way to go.


We hope this mini guide has helped you to understand why companies use hashtags and how you can start to utilise them for yourselves. If you have any other questions that we can help you with, please don’t hesitate to let us know!

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.

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And don’t forget to follow us on social media

Medical Device events: Interview with an events coordinator

senior account manager

Over the coming months we’re going to be sharing interviews with our team on their area of expertise, starting with Medical Device events.

Becca is an Account Manager here at Podymos, with experience in running both in-person and digital events. She has travelled the world attending Medical Device events, and since the pandemic, she has become an expert on virtual events as well. She discussed everything Medical Device events, from how they’re going to change in 2022 to how to make an impact when attending events.

senior account manager

1. How do you see events changing in 2022?

Events are going to need to adopt more of a hybrid model, with some elements online and others in person. I think people will move to attending 1 or 2 big events a year and then getting the rest of the content they need from online events. There are a few reasons for this.

Firstly, HCPs are short-staffed and leaving their hospitals for 2-3 days can be difficult. Signing into a relevant online session is a lot easier in comparison. Also, if an attendee is able to get what they

medical conference eventneed from an educational point of view, it makes more sense in terms of ROI to attend online.

On the other hand, face-to-face connection can never truly be replaced and speaking with companies and building connections is still as vital as ever. Online events make it considerably more difficult to do this. That’s why I think that people will still make the effort to attend events that will have the most impact on them, rather than attending all of them.

2. Why are events so important?

Events, whether online or in person, should be seen as a crucial part of a company’s commercial plans. They can allow for larger marketing campaigns to be done in only a few days during an event vs. through other marketing channels such as email campaigns, social media, or through sales representatives which would all take longer. For attendees and exhibitors, there are different but still crucial reasons to attend.

For exhibitors:

  • Allows the opportunity to meet and build connections
  • The education available allows people to stay on top of therapeutic areas and keep at the top of their game
  • They can showcase new products and perform large commercial launches
  • The speakers can position themselves as thought leaders that are changing their space through innovation
  • Companies can get valuable feedback from customers on current and future technologies

For delegates:

  • Expand knowledge on the latest technologies and innovations to improve patient outcomes and operational gain (a topic increasingly important in today’s post COVID world) through podium presentations and poster sessions
  • Engage with peers about the latest clinical data and real-world experience
  • Network with Medical Device companies to understand how current and new technologies will support their practice moving forwards
  • Dedicated time away from normal practice to focus on learning

3. What makes an event successful in this industry?

The best events have the right balance between networking and learning. Delegates should have information that will advance their clinical practice and patient outcomes. Companies should have a list of leads that they can follow up and improved customer relationships to advance the adoption of their technology. There should be relevant content that pushes the industry or specialty forward and allows for peer-to-peer learning.

There should also be ample time for companies to network and highlight their new products and innovations as this also pushes the industry forward.

4. How can companies make an impact at an event?

All events present lots of branding opportunities, anything that can be branded at an event often is, but just because it can be branded doesn’t mean it should be. Companies should use branding to tell their story, not simply just to be seen.

Companies often talk about event ROI and the expense of branding, but it can be money well spent if there is a sound strategy in place. You should pick the highest impact items that will add to your story. Good questions to ask the event organisers include:

  • What would the footfall be like here?
  • How many delegates are you expecting in total?
  • Have you got zones designated for technology types in the hall?
  • Last year, who sponsored your additional branding items?

If your stand has low footfall, you will need to add your branding into high footfall places such as near food and water stands, to encourage people to visit your stand.

Another point would be measuring your event success. If you’re going to give out flyers, add a QR code to direct people to more information (you could even create a quick video linked through the QR code which shows someone walking to your stand so that people know exactly where you are). This is helpful for your customers to learn more, but it also helps you to measure how people engaged with your content.

5. How can companies make an event part of a multi-channel approach?

We’ve talked a lot about the multi-channel approach elsewhere on our knowledge hub and website and I think this should be at the front of people’s minds when they plan their event strategy. You need to know your brand story and be able to impart this to your audience at every opportunity including on your stand, social media, podium presentations, email campaigns, dinners, general interactions and the materials that you hand out.

multichannel marketing for medical device

Something worth mentioning is that if you’re promoting your sustainability on social media, you should also be sustainable at events and make an impact with branded materials that are sustainable. You must be authentic at every stage.

6. How can I optimise my event presence?

You should promote your details for the event before it takes place, including adding your stand number to your social media posts. You should also make the most of posting on social media whilst the event is taking place. It’s important to think outside the box, posts like “meet us at our stand”, with a stand number, have a place but why not do a series of interviews with KOL’s attending congresses, or from your team about what your company will be doing at the congress. I would also recommend an email campaign before the event, to really extend your reach.

If you have any more questions for Becca about events, multichannel marketing or any of the other topics mentioned in this interview, we’d love to hear from you. We are always happy to share what we know with you.

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.

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And don’t forget to follow us on social media

12 tips for running Medical Device webinars in 2022

medical webinar
medical webinar

Webinars can be a truly powerful tool in Medical Device marketing. They provide a forum for your company to establish itself as a thought leader. In addition, they can be inexpensive revenue driver for your business. For instance, did you know that 20-40% of all webinar attendees become qualified leads?

Since the onset of the pandemic, the internet has been saturated with webinars leading to much speculation about whether they are still as successful as they once were.

That is why it is so important to run webinars the right way, ensuring that they are engaging enough to capture an audience and keep their attention. We’re going to share our 12 top tips for running successful Medical Device webinars.

Webinar statistics

  • 73% of B2B marketers and sales leaders say webinars are the best way to generate high-quality leads (source)
  • In 2017 webinars were reported as one of the top revenue drivers for B2B marketers (before Covid-19 drove up the popularity of webinars!) (source)
  • Webinars produce 453 times less CO2 than in-person events (source)
  • Pharmaceutical webinars receive the highest attendance rate at 63% demonstrating that the life sciences industry clearly engages in webinars) (source)
  • 89% of marketers believe webinars outperform other channels in creating qualified leads. (source)
webinar infographic

Are people bored of Medical Device webinars?

Firstly, we need to address the worries that webinars aren’t as popular as they once were. There is a belief that there are now so many companies running webinars that they just don’t have the same appeal as before and consequently, the number of webinar attendees is dropping. In a sense this is true, people are bored of poor-quality, sales-led webinars.

We still find that Medical Device webinars that are informative and provide vital insights are attracting hundreds of registrations. Creating helpful content without asking for anything in return evokes a sense of trust with your potential customer, building the foundations of a relationship that is likely to generate better ROI than sales pitches that ask for something without giving anything in return. Webinars that are led by HCPs vs sales reps or business leads will always deliver better returns, as people are expecting content they can apply.

So, it is important that webinars are highly relevant to the potential audience and are made to be informative, rather than to promote a Medical Device. For instance, a good title might be something like ‘Complications in orthopaedic surgery and how to address them’. This will help to build trust with your audience, by providing them with genuinely helpful information.

Our top tips

Start promotion a month before

webinar promotion

One of the biggest stresses with running webinars is gathering registrations, with so much noise about it, it can be hard for companies to cut through and get noticed to earn registrations and attendees.

Because of this, marketers may think they need to start promoting the event months in advance. We wouldn’t recommend this, as it is such a long time for people who register early, they may forget about the event by the time it arrives. Instead, we suggest beginning promotion a month before the date. This is plenty of time to gather your registrations via promotion on social media and email campaigns, but it is not so long that people will forget they even registered in the first place.

Encourage speakers to promote

Another great way to promote webinars is to ask speakers to use their platforms to also advertise their appearance on the panel. This will allow you to capitalise on their audience as well, expanding your reach.

Optimise the registration process

Getting people to click to register for the webinar on your social posts or emails is a success, but it doesn’t necessarily mean that they will follow through and register. You need to be able to ensure that they actually complete the registration, which requires optimising the registration page.

Firstly, you need to ensure that the page looks good by including the company branding. The whole process should feel smooth, designing the registration page with your brand logo and colours is one way to help with that.

Next, you need to make sure that the description is enticing. It should discuss the topic of the webinar and make it clear what people will gain from attending the session. Panellist information should also be included, to let people know who they can expect to hear from and why they are a credible source of information. We’d recommend collecting their job role, a recent photo and their bio for the webinar registration page.

Finally, the description should end with a call-to-action, encouraging people to follow through and register, and what they can expect to happen after they have registered, for instance ‘you will receive a confirmation email shortly’.

Use a diverse panel

People may be less inclined to register for a webinar if it doesn’t feature a diverse panel that will present differing points of view. A panel of speakers that are too similar, for instance in their job role, may be boring for the viewer.

Furthermore, companies that feature a panel made up entirely of men may appear to audiences as outdated and therefore alienate some of their audience, so this should be avoided if possible. This is known as a “manel”.

Pre-record and edit speakers

medical device webinar speaker

Presenting live can be difficult, but it can be especially awkward when you can’t see your audience or their reactions. That’s why we recommend that panellist presentations are recorded in advance, so that they can be edited. The final result will be much more polished and will allow the presenter to get their point across succinctly, without feeling the pressure of having an audience.

This will also be more engaging for the audience, and it will reflect well on the webinar host, who has clearly put time and effort into producing the webinar.

If pre-recorded presentations doesn’t sound like the right fit for your webinar and you would prefer to go down the route of open discussion, ensure that you have plenty of topics and questions on hand. You should also prep your panellists and let them know what to expect beforehand.

Start at a time that works for your audience

The time that your webinar starts should be determined based on when your audience will be able to and are likely to attend. For instance, if you are trying to target an audience in a time zone that isn’t the same as the one you’re in, you will need to adjust your timings to suit your audience.

This article suggests that the ideal time to host a webinar is between 11am and 2pm, but if you are hoping to attract health care professional, it may be better to host in the evening, when they are less busy with patients. In our experience of hosting webinars for our clients, 7pm on a Monday or a Tuesday is a good time for surgical teams.

Test speakers

Before setting the webinar live, there should be some time set aside to test all speakers’ mics and ensure they are comfortable with the running of the webinar. This should include having someone on hand to act as technical support in case any issues occur. Technical issues halfway through the webinar will not reflect kindly on the host.

Have a moderator to run the session

A moderator on the session can help things to run smoothly and will keep the audience abreast of what is happening at every stage. The moderator can introduce each panellist and facilitate the
Q and A session.

Mix up the format

It is hard to hold people’s attention after 10 minutes, so it is useful to mix up the content to keep people engaged. Instead of having people talk solidly for an hour, it can be beneficial to incorporate videos, polls and other interactive features to hold the viewer’s attention.

We find that the ideal format is to begin with video to draw the viewer in and then to hold their attention the webinar should be split into three sections, giving panellists up to 15 minutes for their presentation and then finish with 15 minutes of a Q and A session. Webinars really shouldn’t exceed an hour as it is hard to keep hold of people’s attention for that long and it will take up a large chunk of their day, perhaps discouraging them from registering.

Have seed questions ready

When it comes to the Q and A section, viewers are usually armed and ready with questions, but it is a good idea to prepare some questions just in case. The moderator should have some seed questions they can use to get a conversation flowing, which should hopefully encourage viewers to begin submitting their own questions. The last thing you want is for the webinar to be ended awkwardly because there are no questions from the audience.

Survey the attendees

Once the webinar is finished it’s a good idea to gather feedback. Zoom allows hosts to direct attendees to a survey once they close the webinar, which presents a great opportunity to hear from your potential customers.

medical device survey

You should enquire to find out what they enjoyed about the webinar, where they think there could be areas of improvement and what topics they would like to hear more about. This will give you valuable insights into the wants and needs of your customer, which will not only help you to run better webinars in the future, but can have a positive impact on your marketing as a whole. The better you know your audience, the better you can appeal to them. Surveys are also a great way to do a small amount of market research, you can add 1-2 non webinar related questions while you have an engaged audience.

Use the content on social media

Just because the webinar has finished, it doesn’t mean that you should stop promoting it. Clips and quotes from the session can make great content on social media for those who missed it. Videos perform well on social media in terms of engagement, so reusing the content from your webinar is a great way to easily create videos that will benefit your social media offering as a whole.

You can also allow your audience to watch a recording of the session, expanding its reach even further. Often recordings of webinars see even more success than the original event because they are available on demand, it doesn’t require people to be available at a certain time on a certain date.

Time to host your own Medical Device webinar

Webinars can bring in an impressive number of leads for your business as they allow you to display your knowledge, portraying you as a knowledge leader in order to build trust with potential customers. But they have to be done right, otherwise, they may not see the same level of success. Our top tips should help you to host your own events, but get in touch with us if you would like our help.

We also interviewed Becca, our Events Co-ordinator, to find out what she thinks makes an event of any kind more successful be it online or in-person, visit our article on Medical Device events to learn more.

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.

And don’t forget to follow us on social media

A comprehensive guide to digital marketing for Medical Devices

medical device marketing
medical device marketing

Sales reps going into hospitals or attending trade shows is no longer the only way to get in front of your target audience and form connections with them. Digital is the new sphere to market Medical Devices, allowing Medical Device manufacturers to get in front of their target audience like never before.

But what exactly does digital marketing for Medical Devices involve? How can you implement your own digital marketing strategies? Read on to learn about running successful websites, social media marketing, paid ads, and email marketing and how they can work as part of a healthcare marketing plan. We have even created a Medical Device marketing digital strategy guide which you can download below!

Download our digital marketing guide for
Medical Devices now!

It contains everything you need

to know to get started.

Digital marketing e-guide


Websites should act as the hub for all digital marketing campaigns, and they link together the rest of your digital channels and are the best tool for getting your customers to contact you. Successful website strategy includes ensuring that your website ranks highly on search engines and designing in a way that encourages users to become customers.

Search engine optimisation

A person searches google on phone and laptop

53% of traffic on the internet is organic, meaning that most internet traffic is from people typing a search into a search engine. With that in mind, think about when you go on Google and type in a search, which sites are you most likely to click on? How often do you scroll down to the sites at the bottom of the page? How often do you go onto the next page of results?

The answer is very rarely for most people, which is why appearing at the top of search engines is so important.

Search engine optimisation, known as SEO, is making updates to your website and running it in a way that encourages search engines to rank it higher. Ideally, the higher your website ranks, the more traffic it will receive, which is why marketers dedicate so much time to getting SEO right.


Optimising conversion is the other important aspect of running a website. Getting lots of traffic to your site is great, but it is not worth much unless that traffic is converting. Conversion rate optimisation is analysing websites and coming up with ideas on how to encourage users to perform a desired action.

For Medical Device manufacturers, this is probably to have healthcare professionals get in touch via a contact form to facilitate lead generation, or buy a product on the website.

In order to do this, you must understand your target customers and what they’re expecting, so you can predict their journey to converting. You must make it easy for them to navigate around your website, and always guide them to the next step on their journey.

Social media

Social media marketing has risen in popularity in recent years, as social platforms allow businesses to connect with their customers like never before. It has become an integral part of digital marketing for Medical Devices. In fact, in 2020 the number of messages on Facebook being sent to businesses doubled, demonstrating, how much consumers have taken to interacting with brands on social media in recent times.

In ORs, the reps that do the best are personable and relatable. In the online world, with fewer face-to-face interactions, it’s important that the relatable, personable nature of your business is not lost. Social media gives you a platform to showcase your products, but the best campaigns show your customers who you are, what is important to you and why they should interact with you.

Paid adsGoogle Ads

Paid ads are often considered the quick win strategy of digital marketing for Medical Devices because you can begin to see results immediately after they are set up. They can come in two main forms: search ads, which appear on search engines, and display ads, which appear on social media and other websites.

Ads appear when a user types a keyword into a search engine or fits a demographic criteria. Companies must bid on these keywords or demographics and can choose to either pay every time someone clicks on their ad,
or every time someone sees their ad. Ad hosting platforms will work to maximise a company’s budget, based on how they are choosing to pay.

Paid ads are great for extending your reach and getting traffic to your website quickly, but as with all digital marketing activities, they need to be optimised to have the maximum impact on marketing Medical Devices.


Retargeting is a type of paid ad, but it differs as these ads are only shown to users who have visited your website previously. This means that they are particularly good at encouraging conversion because they’re an opportunity to remind users about you.

Retargeting is great for helping you to be seen by an audience who have already shown an interest in your business. One of the famous rules of marketing is that you need to be seen 7 times to be remembered, so retargeting is perfect to ensure you are seen enough times to be memorable. 

Email marketingat icon

Email marketing is one of the most effective digital marketing strategies, having the highest return on investment for small businesses. Emails are sent out to a list of subscribers, with content including offers, newsletters, company updates, and event invites. At this stage, the potential customer has passed through the awareness stage of their customer journey, so they                                                                                                                    need to be nurtured until they                                                                                                                          convert.

This digital marketing strategy is so effective because you are able to get directly in front of an already engaged audience and continue to provide them with value. Not only that, but the costs associated with it are minimal, aside from paying for an email provider.

It can be challenging though, there are GDPR issues to consider and there is no guarantee that your target audience will open the email once they receive it in their inbox. You need to regularly monitor and improve your campaigns. Our digital marketing for Medical Devices guide contains resources to help you run successful email campaigns, including a breakdown of the popular email service providers and their features. It’s a great place to get started with email marketing.

How it all works together

Although they are spread across different digital channels, digital marketing campaigns should all be working together so that you have an expansive multi-channel presence, allowing your customers to find you wherever is best suited to them. Your campaigns should be working together to achieve one goal. As a Medical Device company, this may mean that your marketing plan is geared towards getting your target audience to fill in a contact form on your website. In which case all of your marketing activities need to guide users into doing it.

You will find that your different marketing campaigns will complement each other nicely. For instance, creating content on your website will help to improve your search engine rankings and drive organic traffic to your website, but it will also help to create content for your social media and email marketing. Conversely, your social media posts and emails will need to link to somewhere to drive the user forward on their customer journey. Linking back to your website is ideal as it is a digital channel already set up for conversion. Remember, at all times, you need to be encouraging your potential customers to take the next step towards contacting you.

Once you have driven customers to your website, you may then retarget them to encourage them to return in the future. You could also encourage users to sign up to your mailing list by creating downloadable content, and this will provide you with another way to remind them of you. As you can see, these platforms may be separate, but they are working in unison.

How to get started

With so much to consider when it comes to digital marketing for Medical Devices, it can be difficult to know where to start. Our helpful guide will provide you with everything you need to get started. We have also included some further reading links below, to articles on the digital marketing activities we’ve discussed.

Digital marketing has the ability to transform your business, bringing it into modern times and hugely increasing your client base, so what are you waiting for?

Further reading


Social media:

Email marketing:


Paid ads:

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.

And don’t forget to follow us on social media

13 social media best practices for Medical Device companies

social media

Social media marketing is the modern way to get ahead of the competition and be seen by your audience. These platforms allow Medical Device companies to connect with customers in a way they never could before, by encouraging engagement and building communities. It is an incredibly versatile form of marketing that all Medical Device manufacturers should embrace. For more information about why you should utilise social media make sure to check out our previous blog on social media strategy.

We’ve spoken before about the bigger picture of strategising your Medical Device social media marketing, but what about the everyday stuff? How can you use hashtags to be seen by more people? When should you post? What tools should you be using? We’ve broken down the best practices that Medical Device companies should be following to successfully market on social media.

social media

1. Choose the right platforms

Before you can think about what you’re going to post, you should decide on where you’re going to post. Generally, B2B (business to business) companies will utilise Twitter and LinkedIn for their social media marketing, whilst B2C (business to customer) companies will focus more on platforms like Instagram and Pinterest, as these are more e-commerce driven sites. It comes down to where your audience is though, so in order to be able to choose the right platform, you must have a good idea of who you’re targeting.

For Medical Device companies, we tend to recommend using LinkedIn and Twitter, which are used more often for business networking than other social media platforms. For Medical Device companies with an e-commerce site and a product that is sold directly to patients, we’d recommend venturing onto other platforms like Facebook and Instagram.

If you would like to learn more about social media platforms, check out our article on which social media platform is best for Medical Device marketing.

2. Check out the competition

One great place to start with your Medical Device social media marketing is to look at what your competition is doing. See what channels they’re using, what sort of content they’re posting and what their following is like. This will help to give you ideas on what is already out there, and how you can stand out.

3. Create social media guidelines

There is a lot of thought and planning that goes into creating a well-rounded, authentic brand personality. Social media provides customers with a more personal insight into a company, it’s an opportunity to showcase your values. Therefore, your social media needs to match your website, leaflets and exhibition branding, otherwise, the brand will feel disjointed, and you will lose authenticity.

Once you have chosen your channels and had a look at what’s out there, you need to ensure there’s consistency in your posts, and this starts with creating guidelines. These guides need to be in line with your general brand guidelines, in order to ensure there’s consistency across all of your marketing efforts. They should also layout the visual aspects of your post, to ensure that there is consistency in the look of your social media, to create a recognisable brand.

More importantly, your social media guidelines should determine a tone of voice for your posts that are in line with your brand personality. There are lots of different brand personalities, but many fall within a group of 12 archetypes, which we’ll be discussing in a future article.

4. Create a social media diary

The importance of having a solid plan in place cannot be overemphasised. You might choose to plan a month in advance, or better yet, the whole quarter. Not only will this help to give you consistency in what and how often you post, but it will also allow you to plan in any upcoming events or holidays.

For instance, if you’re hosting a webinar in a few months, you can plan in an adequate amount of promotion. Likewise, you could celebrate national days when they occur, for example, this calendar informs you on upcoming awareness days, which could be good for creating content if there is one in your therapy area. If you would like to learn more about incorporating awareness days into your social media marketing, feel free to read our article on seasonal trends.

Posting every single week can feel like a daunting challenge if you’re unprepared, but pre-planning your content and having them drafted means that if you get busy with other work, you will already have a collection of posts ready to go.

monthly planner

5. Vary what you post

Medical Device social media marketing is booming. There are so many companies out there competing for attention, meaning that social media feeds are now full of marketing and in order to not get lost in all of this, you need to ensure that you vary what you are post. If your goal is to gain followers, you need to make sure that your page looks as appealing as possible, if a user sees that you post similar content day after day, they might not be inclined to follow.

Not only that, but different types of content can receive different amounts of attention. For instance, on Twitter you are 3 times as likely to get engagement when using a visual. Plain text is too easy to scroll past because it is not eye catching. You could use infographics, high quality photography, polls or video. When dealing with visuals, you should ensure that you are clued up on size requirements. You can find this out directly from the social media platform in their help sections, or you can refer to this comprehensive guide from SproutSocial.

Not only do you need to vary how your posts are presented, but the subject matter should also change between posts. You should post on a range of subjects, including company culture, product information, and helpful content. This will help to keep your feed exciting and provide more value for your followers.

6. Get to the point

Whatever type of post you decide to create, you need to make sure that, for the most part, it is short and sweet. Keep captions and text on visuals interesting, but to the point. It is too easy for people to scroll away if they are losing interest, so you need to ensure you keep the viewer’s attention. Likewise, the longer social media videos are, the more you increase the risk of losing viewers. The sweet spot for videos is said to be between 1-2 minutes.

7. Post consistently

We mentioned before in our previous article just how important consistency is for Medical Device social media. You need to be seen to be remembered, and consistency pays off. In fact, companies that post weekly see 2 times as much engagement. This is where having a social media diary will be extremely useful.

One way to guarantee consistency is to schedule your posts with social media management tools. You can create a collection of posts at once and schedule them to be sent out automatically. That way, you will never accidentally forgot to post on your social media platform.

8. Use hashtags effectively

Hashtags can be used to precede a certain keyword or topic to help make your content more discoverable on social media platforms. When used correctly, they can be extremely effective, but too often Medical Device companies will add hashtags onto the end of their posts and hope for the best, without properly strategising the best hashtags to use.

One of your hashtags should act as a content filter, that is unique to you. People can search this hashtag and they will be able to see all of your posts, but your other hashtags should attempt to get on the radars of new potential customers. Generally, you want to target both popular hashtags and less popular hashtags. Popular hashtags will get you in front of a bigger audience, but they are a lot more competitive, meaning you might find you actually have more success with the less popular hashtags. Best to cover both bases.

9. Optimise posting time

The time that you post is becoming gradually less important due to the introduction of algorithms controlling what posts are shown and when, but you do stand a better chance of getting engagement when you post at the right time. There’s been lots of research into the best time to post across different social media platforms, and generally, you’ll find that it correlates with the traditional 9-5 week. For instance, there is usually a peak in the evenings once people have finished work and a dip on weekends when people are busy with their social lives.


The best way to figure out when to post for your Medical Device company is through experimentation and understanding your audience. For instance, LinkedIn is made up of working professionals and therefore less likely to be busy on weekends as people like to shut off from work, so there is a peak during the working day for this platform. When will your potential customers be using social media? That’s what you need to figure out.

The best way to figure this out it to keep track of engagement versus when it was posted. You can start by posting at the same time for a month and keeping record of the results, and then swap to a different time for a month and compare. If you keep doing this, you will eventually be able to judge which time works the best.

10. Encourage engagement

The algorithms controlling people’s social media feeds also rely on engagement as an indication of what to show and when, so you need to ensure that you are encouraging engagement with each of your posts. You can do this by ending your post with a question, hosting a poll or opening up a discussion. Getting your customers to engage helps to build loyalty and create a community feeling.

11. Listen to what people are saying

Social listening is when a company seeks out the conversations that customers are having about them. Medical Device manufacturers must be aware of how their customers view them and the thoughts that they are publicly conveying. Not only does this give companies a chance to engage and connect with their advocates, but it also gets companies ahead of the game when it comes to customer service. If issues arise, you can be there to help before any damage is done to your reputation.

For successful social listening, you must do it regularly. Every day you should check your social media channels for comments and messages to your inbox, so that you can respond as soon as possible. You could also set up alerts with through a Google account to be notified every time a certain phrase or word is mentioned. If you set up to be alerted each time your brand is mentioned, you’ll be less likely to miss what people are saying about you.

12. Monitor the data

Ignoring social media analytics is like walking through a maze blindfolded – you have no idea where you’ve been and therefore have no idea where you’re going and you can end up making the same mistakes again and again. By analysing as much data as you can, you can make judgements about tactics that have worked well and ones that haven’t. From that, you can adjust what you do going forward and make genuine progress. Check out our article on social media reporting to learn more.

One great way of collecting data is by using UTM trackers, that tell you when someone has clicked on a link to come to your website. You can find out everything you need to know in our article on UTM trackers.

13. Use tools

Using tools can be great for streamlining your Medical Device social media marketing. There are so many great tools out there that can make your life easier. Here are some of our favourites!

  1. Canva is a great tool to easily create visuals for your posts.
  2. Shutterstock allows you to download high-quality stock images
  3. Hootsuite makes scheduling your posts super easy. You schedule lots of posts at once and it will send them out on the right date at the right time. It also produces dashboards to analyse your data.

Social media – no longer just for funny dog videos!

As you can see, successful Medical Device social media marketing requires careful consideration. It is often overlooked by Medical Device companies, but it is actually a very key aspect of digital marketing. It is one of the most direct routes to your customers and can have a massive impact on your overall business achievements.

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.

And don’t forget to follow us on social media


The guide to successful Medical Device social media

doctor on phone

Social media is no longer just about reconnecting with old friends, sharing your holiday pictures, or watching funny videos. It has grown far beyond those days, and there is now a diverse series of networks where businesses forge new relationships and seek to be seen by their ideal potential customers. Almost everybody uses social media and companies that don’t risk being left behind.

The problem is that companies don’t always have the correct approach to social media marketing. Either they will post sporadically, without a plan and expect their following to explode, or they will post with little thought to the outcome they are looking for and hope for a miracle to happen. Unfortunately, for Medical Device manufacturers, there are no miracles. Effective social media marketing for Medical Devices requires a comprehensive strategy, and luckily, we’re here to help you understand what that looks like.

doctor on phone

How to create a successful Medical Device social
media campaign

Understand your goals


Before planning your strategy, you need to understand what you actually want to get out of social media marketing. Your social media goals should mirror your business’ overall goals, and your strategy should be designed to help you achieve them.

Increase leads

If your goal is to generate more enquiries, you’ll need to ensure a clear customer journey. This will probably mean funnelling users to your website, where they can make a purchase (if you have a consumer side to the business) or contact you directly for more information or to set up a trial. For this to be effective, you need to ensure that your website is optimised for conversion – if you would like to learn more about that, you can visit our article ‘’How to make your Medical Device website convert”. But, it not just about conversions on your site, you’ll also need to plan the customer’s journey to your site. For instance, if you’re promoting a piece of content, your link will need to go to that content, not the homepage of your website, something we often see.

Raising brand awareness

If you’re looking to raise brand awareness so that your company stays in your customer’s mind, you need to remember that this isn’t just about having a recognisable logo. Branding is about so much more than that. In order for branding to work effectively, you’ll need to understand your brand’s persona (personality)so that it can resonate with your audience (think of the connection you have with your favourite company, it most likely is because you align with their values and what they do. Their ‘Why’ as Simon Sinek would say).

In this digital age, it’s more important than ever to create an emotional connection with your audience. Creating an authentic brand with qualities that people can relate to gives you more chance of cutting through the noise. Because you’re just trying to get on your customer’s radar at this point, your posts don’t necessarily have to direct them anywhere; instead, you may like to just focus on your company’s values.

Raising clinical/product awareness

This is similar to raising brand awareness, except that you’ll more likely need to direct users to take an action. For this, you should share useful information about the therapy area that you’re in, so you’re giving, not just taking. Once you have provided enough valuable content, you can then ask for something in return. Remember though, you are trying to build up a relationship with the customer, which takes time. Initially, social media is not a sales channel.

brand awareness

The importance of consistency

With so much content to easily consume, brands have to be seen a total of 7 times to be remembered. We have spoken about ‘The rule of 7’ before, but here we will be focusing specifically on how it effects Medical Device social media. Due to the rule of 7, you need to ensure that you’re posting consistently to increase your chances of being seen. It is important to remember that probably only 1/6th of your posts will be seen by your intended audience, and they will most likely only scan it, hence why it takes consistency and a plan to make an impact on social media.

How often you need to post depends on which platform you’re using, your company’s goals and how much you can manage. When posting on LinkedIn, a popular platform for Medical Device companies’ social media marketing, it is recommended that companies post at least once a day, but no more than 5 times a day. When posting, you’ll need to understand your customers. How often do they want to see posts? How engaged are they? Will they find posting too often annoying? This is all something that can be measured with analytics.

You also need to consider the best time to reach them. When are they free to engage? We recommend that you experiment with posting times for three months. You could post at the same time for a month e.g. 9 am and then adapt this to the following month to lunchtime. By the end of the three months, you can see how engagement changes as you change your posting times.

If you decide to post once a day, you’ll need to consider how you do so without your posts becoming repetitive or tedious. With LinkedIn receiving over 200 million posts a day, you’ll need to devise a way to stand out, and that is where creating a content plan comes in.

Create a content plan

Once you have clarified your aims, it’s time to develop a content plan, and for that, you need to get to know your audience. Knowing your audience, their challenges and the questions they have, you can create content that will appeal to them.

One great way of planning your content is to choose a theme that can be broken down into topics and series.

For instance, you may have a theme like colorectal surgery that is broken down into the topics of best practices, latest trends and clinical data. A series is something that you would post regularly, like once a week, that isn’t part of your usual theme. This might include a ‘meet the team’ series, or ‘fun fact Friday’. Introducing a series is great as it doesn’t have to have an endpoint, and it is a chance to focus more on company values.

Having a structure like this for Medical Device social media means it is easier to keep track of what you should be posting and when. As well as that, it also makes coming up with ideas for content a lot easier. A great way to think of a content plan is placing little pieces of your story into your audience’s head. You are trying to complete the puzzle in their mind, so you must make sure each piece gets through in some way or another.

Best practices for creating posts

There are so many different options when it comes to what sort of posts you’ll actually create, which could include blogs/articles, infographics, animations or even videos. Videos are currently the most popular form of content across social media and that is probably because our brains process videos 60,000 times faster than text. 

Creating content that is high quality, sleek and professional-looking should be a priority when bringing your posts together, and this might be harder than it seems. For instance, social media has created social media influencers who have high-quality posts, sleek images, and engaging videos.

The amount of work that goes into creating content for an influencer might be surprising. They often have makeup artists, videographers, and graphic designers working behind the scenes to make their content. The influencer might be the face of the brand, but there is a whole team dedicated to creating and maintaining that level of professional content. When it comes to making your company’s content, you will probably need a similar team, including copywriters and strategists.

At the beginning of the COVID-19 era, low quality content was more widely accepted as companies adapted to the new normal, but now, people have grown tired of low quality image and video content and companies need to produce high quality to impress an audience.

To find out more about creating posts that perform well, check out our article on social media best practices.

Increasing engagement rates

The algorithms that control when posts are seen are constantly changing and it is hard to keep up. One thing that will always have an effect is engagement rates. Engagement is any time a user interacts with a post by liking it, reacting to it, sharing it or commenting on it. This tells the algorithm that the post is worth seeing, and so it will be prioritised and shown to more people. That is why it is so important to always work on improving your engagement rate. We’ve gathered a few tips on how to do this.

Tips for better Medical Device social media engagement

  1. Use hashtags – You should be using at least 3 hashtags per post.
  2. Tag people in posts – They’re likely to engage and share with their network
  3. Encourage comments – Try ending your post with a question
  4. Don’t post and ghost! – Reply to commenters
phone interaction

Do you need an agency for Medical Device social media?

With so much to think about, you might be considering working with a Medical Device marketing agency for your social media marketing, or you may be considering keeping it in-house instead. There are lots of pros and cons for both.

In-house social media marketing might help to keep costs down and it is always helpful to have someone who knows your business inside out, but without a team to bounce off, coming up with ideas may be tough. Not only that, but without a team, it may be a struggle to stay current as time is short and reading around the latest Medical Device digital marketing trends might not be the priority.

There is obviously a cost associated when working with an agency, and this will depend on how developed your social media already is and how often you would like to post. There will need to be an initial set-up period to develop templates and strategy and then on top of that, you will need to pay for the content plan and the posts themselves. Although you could work with an agency and only post once a week to keep costs down, it is important to consider that the more you post, the more likely you are to see a higher ROI.

Working with an agency would also mean that you get a team of skilled individuals behind you, with expertise in all the different areas required to succeed in social media marketing. Not only that but creating high quality content for you will be a priority for them, and it will take the job off your plate – and as you’ve seen, there’s a lot more to consider than it might initially appear.

Medical Device social media strategy – not as easy as it seems

There are lots of things to consider when developing a social media marketing strategy for Medical Device companies. It is not simply about throwing a few posts out there and hoping for the best. It needs to be a well-thought-out and meticulously planned strategy that works towards the aims of your business and considers your customer at every point. When social media marketing is done well, it looks effortless, but that is what makes it so effective.

About us

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.

And don’t forget to follow us on social media

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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.


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.

And don’t forget to follow us on social media

How to expertly manage your marketing agency’s costs


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 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)


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.


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.

And don’t forget to follow us on social media

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