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10 MEDICAL EQUIPMENT MARKETING TIPS

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Medical Equipment Marketing

The durable medical equipment industry is a huge one, and it continues to grow every year. The heavy reliance of the military and health sector on medical equipment ensures that it will always be in high demand.

In the past, medical equipment marketing techniques were tailored to appeal to a very streamlined audience of doctors and upper management staff in major health organizations. DME providers used traditional medical equipment marketing to increase their awareness and gain potential customers’ loyalty.

Traditional medical equipment marketing techniques had a few significant flaws – they were expensive, time-consuming, and not readily scalable. These limitations of traditional marketing techniques meant that only huge medical equipment manufacturers with lots of cash could invest in proper marketing to drive their sales.

Thanks to technological advancement and a change in how medical equipment is bought, used, and marketed, medical equipment brands can now spend relatively less on digital marketing techniques and still get huge returns.

Let’s look at ten of the best medical equipment marketing tips that you can apply to your digital marketing to enhance sales, customer loyalty, and brand recognition.

1.     Content Marketing

According to Content Marketing Institute, content marketing is a strategic marketing approach focused on finding ways to create and distribute valuable, relevant, and consistent content to attract and keep a clearly defined audience, and in the end, inspire profitable customer action.1

Content marketing, therefore, involves delivering information about your medical equipment to your audience and making the buyer more intelligent in the process.

Content marketing relies on the belief that the more information (valuable and relevant) that your customers know about your product, the higher the possibility of earning their loyalty and business.

Annual research by Content Marketing Institute shows that a large portion of marketers are using content marketing. Some of the world’s prominent organizations like Samsung, P&G, Microsoft, Cisco Systems, and more, use content marketing to enhance their sales.

The three main advantages of using content marketing for your medical equipment are:

  • It increases sales
  • It saves costs on marketing
  • It inspires loyalty in old and new customers

Now that you know what content marketing can do for you, the next thing is to understand the types of content marketing used in medical equipment marketing.

2.     Type of Content for Medical Equipment Marketing

There are essentially five types of content relevant to medical equipment marketing: Infographics, Blog Content, Podcasts, Videos, and Social Media.

Infographics

Infographics are special types of content because they offer audiences a rare combination of pictures and short informational guides about the products. Infographics are essentially information pages filled with simple, impactful, and meaningful images accompanied by very minimal sentences to convey complex information in ways that the audience would understand.

Infographics can stand as their own pages or be put in blogs to serve as additional information that accentuates the information being provided in the blog. Infographics can be a major tool in content marketing for medical equipment.

Blog Content

Blog content is written content that conveys information to the reader using static and dynamic webpages.

Blog content is the most popular form of content marketing for medical equipment. Blogs account for 86% of all content marketing in the world, and for good reason.2 Another statistic shows that brands with blogs receive at least 97% more links to their website than brands without blogs.3

Blogs are essential to medical equipment marketing as they can be very effective tools for communicating useful information about your medical device directly to a customer.

Podcasts

Podcasts can simply be defined as audio content that describes or talks about topics that are relevant to your medical equipment.

High-quality podcasts have gained traction in recent times due to the nature of how many consumers now prefer to receive information on the go. Medical equipment brands can reach a wider audience more efficiently and cost-effectively with carefully curated and high-quality podcasts.

Videos

Video content is pretty straight forward. Any content that can be recorded in a video format and shared with your audience one way or another is video content. Many large-scale companies have opted to use video content as a major marketing strategy. YouTube has made it very easy to share videos with customers and potential customers for free.

The primary cost that goes into making video content is in the production of the video itself. Equipment like cameras, computers, and lighting may be required to make videos for your medical device. However, videos can be an excellent way to flaunt the visual appeal of your product and provide information about it at the same time.

The best thing about videos is that they can also be repurposed for social media and blog content.

Social Media

Social media content marketing is perhaps a larger piece in itself than just content marketing. Because it contains so many other elements, most marketers usually describe it as a separate marketing strategy.

Social media marketing involves using social media platforms to post content about your products to your customers and potential customers. Social media has a considerable advantage of interaction and direct response, meaning that interested customers can contact you immediately for inquiries about a product. Some social media platforms even allow your customers to place orders directly via their platform.

3.     Branding

It is practically difficult to discuss marketing for medical equipment and not mention branding. People are likely to buy a product if they are familiar with the brand and trust the brand. Therefore, an excellent way to ensure that your medical equipment marketing strategies produce the best results is by building a reliable brand.

Statistics about branding and customer interaction:4

  • Did you know that it takes about 5 to 7 impressions for people to remember a brand?
  • Brand recognition is increased by up to 80% because of the brand’s color
  • Showing your brand as being consistent across all platforms can increase your brand’s revenue by up to 23%
  • More than 70% of brand managers believe that building an audience is worth more than sales conversion
  • At least 89% of shoppers stay loyal to brands that they believe share the same values as them
  • Brands that operate blogs generate 67% more leads
  • 61% of people are likely to purchase products from a brand that delivers unique content and share content regularly

Set Yourself Apart from Your Competition

The whole idea behind branding is to ensure that your company stands out among the competition. A Coca-Cola bottle will be recognized anywhere globally even if it had no name on it – just its colors and shape. That is the branding level that you should aim to achieve to push your medical equipment marketing to the next level.

Here are a few ways to stand out from the competition with branding:

Own Your Colors

Statistics show that most customers recognize a brand by its color before anything else; therefore, you need to find colors representing your brand philosophy. Sometimes, you can pick the colors that work best for your brand and produces the best results, then build a whole campaign around that.

Define Your Product’s Edge

This is an essential part of branding. You want your customers to remember your product for standing out in a particular way, and you also want to tell them about it as often as possible with content marketing and more. Telling your customers what makes your medical device unique puts it in a great spot to appeal to customers that love that thing about it.

Set a Goal for Your Brand

Setting a goal for your brand and letting your customers know about it is a way of sharing a common belief system with your customers. For instance, if your goal is to save one life with every 10 XXX medical devices sold, then let your audience know about it. That would cement your brand in their hearts as one that also gives, not just take. Your goal might be to ensure that every home has at least one of your medical devices, then let the customers know that too. You can launch a whole content marketing campaign around this idea.

Social Media

Social media was discussed as part of content marketing, but we also noted that social media is its own marketing technique. Multinational companies like Sony, Razer, Microsoft, and Apple rely on their social media presence to extend their brand’s reach and ensure that they have constant interaction with their customers – you should do the same.

Consistent Quality

One primary reason why many people stick with major brands is how consistent they are with their quality. One way of making your brand stand out is to ensure that your medical equipment’s quality stays consistent no matter what. Consistent quality both in product and content shared would inspire loyalty among your customers.

4.     Geofencing

What is Geofencing?

Geofencing is a location-based marketing strategy used by businesses to send their customers information about their products relevant to that location.

Geofencing is essentially making use of the technology at your disposal to send location-based information about your medical equipment. This is sent to customers in specific locations as a way of improving their customer experience.

If You Have a Physical Store, Steer Local Buyers to Your Store

A lot of companies do not have physical stores in every location that they operate. However, if your brand has a physical store in a particular location, you can steer customers to buy medical equipment at your local store with geofencing.

Geofencing is an essential medical equipment marketing technique for this. It allows you to focus the right number of resources on bringing people to your physical store’s location.

5.     SMS Marketing

SMS is an acronym for short message service, and in some cases, it is called text message marketing. The advantage of text message marketing lies in the fact that it is short and straight to the point. SMS marketing is an effective tool for marketing your medical equipment to a smaller and more focused audience.

SMS Marketing is an Emerging Platform

SMS usually has a 160 characters limit and deliver as soon as it is sent. SMS marketing is great for increasing your brand awareness, generating higher sales, and increasing active customer engagement.

Here are some of the reasons why you should consider SMS marketing:

 

  • It is fast
  • SMS has a higher open rate than emails
  • SMS has higher engagement rates

How to Use SMS for Medical Equipment Marketing

SMS marketing is not new, but it is a re-emerging marketing platform; therefore, it would require some getting used to. Here are some of the things to keep in mind when using SMS marketing:

 

  • Get permission from your customers for SMS marketing and offer full disclosure on the type of information that they should expect from you. This ensures that your SMS campaigns do not get blocked after a few messages
  • Use SMS marketing for only time-sensitive and critical information to ensure that you do not abuse your customers’ permission
  • An SMS marketing tool is essential for sending messages effectively and efficiently to your customers. Nobody wants to send manual messages to hundreds or even thousands of phone numbers when they can be doing something else with their time
  • Ensure that every message that you send to your customer adds value to the customer in one way or another
  • Probably hire an SMS content manager to ensure that the messages you send to your customers are always short, meaningful, sweet, and to the point

Pinterest for Medical Equipment Marketing

Pinterest marketing is an often overlooked and rather effective form of medical equipment marketing that you should consider for your brand. Pinterest is an image and video-based platform that allows people to search for just about anything they want and interact with one another.

At least around 335 million people use Pinterest every day, and that number continues to grow. It would be unwise not to tap into the buying power of this growing crowd.

LinkedIn for Medical Equipment Marketing

LinkedIn was dubbed social media for professionals and companies because it was designed to allow companies to find each other more easily and hire one another’s services. Therefore, LinkedIn marketing is an excellent way for you to find B2B sales potential for your medical devices.

7.     Instagram Influencers

Instagram has grown from being just another social media platform to one of the most powerful social media marketing platforms. Instagram’s rise in importance to social media marketing saw a new era of marketing influencers, Instagram influencers.

According to Statista, over $8 billion is spent globally on the influencer market, and over six million brand-sponsored posts were expected to be seen in 2020.5 Instagram influencers can help your customers feel more comfortable with your products before they purchase them.

By employing an Instagram influencer’s services, you can build a greater Instagram following for your brand, provide more creative and unique content to your customers, and increase the reach of your medical equipment brand.

How to Harness the Power of Instagram Influencers

Research shows that Instagram influencers with up to 25k active users enjoy a higher engagement rate of about 3% to 7%, regardless of their niche.6 To get the most value for your money, you should go after Instagram influencers that have about 25k active subscribers to help with your medical equipment marketing.

6.     Email Marketing

Several reports show that email marketing has the highest return on investment of any marketing channel. Therefore, email marketing is a great way to engage your DME buyers and ensure you get a high return on your investment.

Email marketing is a digital marketing strategy that involves sending emails to prospects and customers.

Did you also know that there are about 3.7 billion email users in the world as of 2019? And that number is expected to grow steadily. This goes to show you how important email marketing is to your medical equipment marketing strategy.

How can You Use Email Marketing to Reach DME Buyers?

It is recommended to employ the services of a professional email marketer to work alongside your content management team to make the best use of Email marketing. This would ensure that you are utilizing email marketing the right way, and your customers continue to get high-quality content that they are used to getting.

8.     Local SEO

Local SEO is simply a Search Engine Optimization (SEO) strategy that ensures that your business is more visible in local search results found on Google SERPs. This feature is open to any business that has its physical location registered or has a specific geographic area that it serves.

Get to #1 on Google Maps

As a brand that sells durable medical devices, you can use Local SEO to be #1 when your product category is searched on Google maps. One way of ensuring that your Local SEO game stays strong is by providing localized content, such as building local landing pages for each of your locations. These local landing pages should have details like your business address, phone number, and optimized meta descriptions. It would be best if you also considered having a business listing in Google My Business for location-based optimizations.

9.     Great Website Design

In the digital world that we now live in, having a great website design is not optional; it is a must-have for every brand that intends to keep their customers interested in viewing their content. There are millions of incredibly optimized and incredible looking websites on the internet that you will compete with.

It is essential to your medical equipment marketing strategy to have a website that loads fast and offers responsiveness on whatever device your customers decide to visit the website.

Optimizing Your Site for Sales

There are several ways you can optimize your website for sales. Here are some of the best ways:
  • Keep your homepage simple and clean enough that it does not overwhelm your audience
  • Add videos to your main conversion pages to better improve conversion rates
  • Add fields to your websites that are dedicated to obtaining email addresses
  • Inspire trust in your customers with the use of testimonials, brand partnerships, and product studies
  • Ensure that your website is filled with content that targets your market segment
  • All your landing pages should have your value proposition or what that page offers to the visitor at the very top

10.     Video Ads

The Effectiveness of Video Ads for Medical Equipment Marketing

Video advertisement is an effective means of introducing your brand, showing off new products, or driving sales of a particular product. Video ads are simple videos that combine attention-grabbing visuals and compelling narratives to sell a product or introduce a brand.
Video ads are useful for getting potential customers to move through multiple marketing funnel stages quicker and allows brands to show off more content in little time.