12 Jan 23 | 09:58:44
Are you struggling to figure out what digital marketing tools you should use when developing your Medical Device business?
Have you looked into social media marketing and webinars but aren’t sure which one is right for you or your Medical Device?
They’re both great for expanding your business, but they’re also time-consuming, so knowing which one will benefit your business most will help you to prioritise your marketing activities.
In this article, we look at the different benefits and drawbacks of both platforms to help you decide which one will work best for you. When thinking about introducing social media and webinars into your business, there are a few questions that you need to consider first.
Your objective for your Medical Device digital marketing will be one of the biggest deciders on which digital marketing channel you should prioritise. Before you jump into either of them, you first must consider: What is your aim? Why do you want to start a social media account or introduce webinars to your brand?
Understanding what your main objectives are will heavily impact which direction you take your marketing in. Are you most interested in:
Whatever your reasons are, make sure that they are clearly aligned with your company goals as all your marketing must have a purpose and a direction.
Once you’ve established your goals you must consider which platform would be the best to help you achieve them.
Social media is a creative platform that is constantly evolving. It works best when you’re trying to develop brand awareness, establish an online community or generate new leads for your company by getting in front of people who haven’t heard of your company before.
Through clever algorithms, platforms customise what users see – depending on what they believe they’re interested in. Algorithms look at factors such as engagement and previous posts the user has interacted with.
This means that your posts could potentially be seen by thousands of people who haven’t heard of your company before. Unlike with search engines, users don’t have to search for your company or a related keyword – your post might just appear in their feed. Social media presents a huge opportunity to grow your reach.
Everything that you introduce or do in your digital marketing campaigns should be about adding value to your brand. Adding brand value can be as simple as starting a Twitter account that shares the latest news in your industry. Webinars are a great way of adding value to your brand as they allow you to share information and the latest updates in your field.
Webinars are also a great way of developing leads for your company. Statistically, webinars have a higher conversion rate for business leads, and it has been estimated that 20-40% of all webinar attendees become qualified leads while social media is expected to generate a 16-20% conversion rate.
Different platforms attract different users, so you need to be sure that you’re marketing where your audience is and presenting the right content for that platform.
At the end of 2021, there were over 4.26 billion people on social media. It’s wildly popular and only growing, making it an amazing tool for brand discovery, best placed for getting in front of people who’ve never heard of you before.
The beauty of social media is the diversity of its users, people of all ages, backgrounds and interests use some form of social media, so there’s an opportunity for every company to capitalise on it – it’s just about finding the platform where your audience is. Each platform has its own purpose and history, and therefore a different audience.
You’ll also likely be able to target multiple segments of your audiences through social media, by adjusting your content depending on the platform.
For instance, when it comes to targeting HCPs, you’re probably better off using LinkedIn, but if you’re advertising directly to patients, Instagram or Facebook are likely to be better platforms to use. If you’re struggling to find the best platform for your Medical Device company, check our article on which platform is best for Medical Device social media marketing.
Webinar target audiences are a lot more focused than social media target audiences. Your audience may have joined your webinar because they’re interested in the topic, the KOL hosting it or to learn more about your company.
This means that you should cater your content to them as much as possible in order to keep them interested and achieve their goals (learning about the latest advances, complex cases etc). You will need to keep your content engaging so choose speakers who are at the top of their field and who are great presenters.
Time your webinar so it isn’t too long, or you’ll lose the attention of your audience. Research has shown that 60 minutes is the best length for a webinar, so you should aim to keep your webinar under an hour.
Hosting a Q&A session at the end of your webinar will encourage your audience to stay until the end. Q&A are engaging sessions which allow the audience to deepen their understanding of the topic and ask questions about the things they didn’t understand.
If you want to learn more about preventing webinar attendees from dropping off, check out our article on maximising webinar attendance.
Your content is the third most important thing to consider when working with webinars and social media. What message do you want to get across? How do you want to present yourself and your company online?
Different platforms work better with different types of content to maximise the effectiveness of your digital presence. This means using the right types of content on the right platforms.
When marketing for Medical Device, you should focus more on knowledge sharing rather than advertising your product. While product pitches are a terrific way to get people to discover your product, it is more effective to share topical or educational posts around your area of expertise.
Posting valuable content will establish trust with your audience and show them that you understand their area and their problems. Once you have demonstrated that you understand this, your audience will look to you for the solution.
Social media allows you to get creative with your content, offering many different media types. Text posts, images, videos, and polls are all options for you to use to encourage engagement and achieve your goals.
While all these options are useful, certain platforms work better for different types of content, for example, long text posts would perform better on LinkedIn rather than Instagram and videos perform better on TikTok rather than Facebook videos.
Since the rise of TikTok, there has definitely been a trend of platforms pushing short videos over traditional static or text posts. Instagram and Facebook reels will be promoted more than photos or just text. This means that these types of posts will reach higher engagement numbers than other types of media.
On the other hand, be aware that videos might not be for you or your brand and consider what types of media you want to share. It should always come back to, what does your specific audience want to see?
So, if this is the direction you’d like to head in, then you may want to prioritise social media over webinars.
Within Medical Device marketing, some of the content that companies want to share, such as surgery, breaches social media guidelines for graphic content.
Social media works best when the information is small and bite-sized whilst webinars work well with longer presentations and discussions. This means that webinars are an excellent space for sharing and discussing content, such as case studies, in detail, without breaching guidelines.
Content is very important when hosting your own webinar as it should be the main attraction for attendees. In order to have a successful webinar your content should be relevant and up to date. You’ll want to cover only the newest ideas and biggest challenges in your audience’s field as these are the things, they are looking for information about.
To see more advice about what content to use in your MedTech webinar check out our other blog on how to maximise attendance at your Medical Device webinars.
Most social media platforms have a limit on how much content you can put into one post (e.g., 280 characters in a tweet and 2,200 in an Instagram post.) whereas your webinars can be as long as you would like, however, we’d only recommend an hour.
After looking through this article we hope you can see that there are some fantastic positives to both channels, but it is also worth mentioning how well they work together.
It’s if often beneficial to work with both, if budgets allow, as they support each other by increasing the number of times your target audience sees content from you. In a simpler example, social media is used to promote webinars, and webinars also create great content for social media. These different types of content will appeal to different segments of your audience.
By having them work together, you can create a more consistent and well-rounded feel to your digital multichannel marketing, allowing you to supercharge how you move your audience through their buyer journey.
There are benefits to using both social media and webinars in your digital marketing campaigns but which one you choose to prioritise ultimately depends on your goals, your target audience, the message that you’re trying to convey and of course budget.
Once you have a good grasp of the answers to those questions, you will be in the best place to make a choice on which digital marketing channel works best for you.
For more of our blogs about webinars and more check out the articles below:
Hopefully, this article has given you a good overview on social media and webinars and helped you decide whether or not they’re right for you and your company. If you’re looking for more support, we’re here to help. Whether you choose to prioritise social media or webinars, we’d be happy to support your marketing journey. Our social media and webinar experts would love to guide you and help you navigate your marketing campaigns.
To find out more, fill in the contact form below and we’ll be straight back in touch.
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