Marketing Medical Devices To
Busy Physicians
Marketing strategies don‘t mean a thing if you are unable to get through to your customers first. The average U.S. citizen consumes at least one hundred thousand and five hundred (100,500!) words every day.
Learn how to get in touch with the busiest physicians and get them interested in your message.
Marketing Medical Devices To
Busy Physicians
Marketing strategies don‘t mean a thing if you are unable to get through to your customers first. The average U.S. citizen consumes at least one hundred thousand and five hundred (100,500!) words every day.
Learn how to get in touch with the busiest physicians and get them interested in your message.
Table of Contents
Table of Contents
Introduction
Doctors and Medical Professionals have a busy life. Marketing medical devices to this audience can be challenging considering the average United States citizen consumes at least one hundred thousand and five hundred (100,500!) words every day. In other words, there is an information overload. That’s not surprising when you consider that the social media planet is really noisy. Someone is always looking to sell something at any given point.
Granted, reaching regular people is hard enough not to talk of medical professionals. It would be counter-productive to brood over how hard it is to get your message to physicians. The more progressive thing to do would be to exploit current situations that can help you cut through the social media planet’s noise.
After this article, you’ll be ready to slice through the noise in the same way, a warm knife slices through butter.
Some strategies work to help you market medical devices to busy physicians. The secret to these strategies is one simple truth: You can’t do everything. Reaching some of the busiest people will require you to work with the most impactful strategies that will make a difference for you. This means you will not be required to try everything. Better to do one or two strategies and do them well.
100,500
words consumed by US citizens every day
100,500
words consumed by US citizens every day
Linkedin Campaigns For Marketing Medical Devices
LinkedIn is perhaps the most “professional” social media platform out there. LinkedIn posts give off the impression that everything is either business-related or career-related.
You rarely come across casual posts like people taking selfies at the back seat of their cars. It is without a doubt that if physicians are active on any social media platform, it would be LinkedIn.
Despite LinkedIn’s professional nature, it is quite engaging. Industry-specific discussions, press releases, and educational journals constantly provide topics of interest for conversation. LinkedIn’s formality prevents people from erratically selling products and services, but the engagement in LinkedIn fosters strategic marketing.
Having a marketing strategy on LinkedIn can yield very impressive results. According to Sprout, marketing your business on LinkedIn generates 277% more leads on average than business marketing on the largest social media platform in the world – Facebook. Linkedin is also responsible for 64% of all visits from social media channels to corporate websites, according to Econsultancy.
277%
more leads on LinkedIn
277%
more leads on LinkedIn
- LinkedIn is responsible for all visits from social media channels 64%
Tips to Use LinkedIn to Market Medical Devices
- Create A Business LinkedIn Page
This is the equivalent of having an account for yourself. But in this case, the business page is only about your business. It should contain the most basic information about your business, including name, job description, services, product offerings, and a way to reach you directly for business purposes.
- Join LinkedIn Groups
It is important that you join LinkedIn groups that interest your target demographic. Groups that may interest physicians can be very advantageous in at least two ways: .- One, you get to listen to conversations that your target demographic is really interested in, which can help you understand them better.
- Two, LinkedIn allows you to send messages to members of a group irrespective of a pre-existing connection.
You can always take it a step further and create your own LinkedIn group as you reach out to more physicians.
- Thought Leadership
There is no better place for a thought leadership audience than LinkedIn. Most people and businesses on LinkedIn are always looking to discover valuable insights from experts.
Thought leaders provide valuable insights to people and businesses on LinkedIn through quality content. To become a thought leader, you will need to take active steps to study the medical device industry as well as offering outstanding solutions to the issues your industry may be faced with.
Thought leadership also involves engagement with other professionals in your industry. Engage physicians in conversations about medical devices, respond to their concerns, and as you make it mutually beneficial, they’ll want to know more about what you’re offering.
E-Mail Campaigns For Marketing Medical Devices
“The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is everything, and the low-cost producer is the only winner.”
– Neil Patel
E-mails are imperative in marketing because everyone has one. Not everyone has a LinkedIn account or a Facebook account, but every physician you want to reach has an email account.
Tips for Marketing to Physicians Email
Here are a few helpful tips to help you reach busy physicians through emails;
Be Polite
Honestly, there are literally thousands of emails to read every month for most people. This significant number is already affecting how people handle their emails negatively. Most people ignore emails coming from unknown contacts.
The first rule of email marketing is to be polite. This may even involve getting permission from the email account holder before sending the initial mail.
Provide Great Content In Your Emails
This is a no-brainer. Let your emails contain the most relevant information to your subscribers.
Use A Catchy Headline
The email headlines determine the rate at which recipients of your emails read what you’ve prepared. Make the headlines attention-grabbing, simple, and enticing.
Content Marketing For Medical Devices
Content marketing is one marketing strategy that cuts across all other marketing strategies. Whatever strategy to employ to reach through busy physicians, you need valuable content to make you stand out. Publishing valuable content to reach your marketing goals is what content marketing is.
Infographics, webpages, blogs, podcasts, videos, and books are all great content marketing examples.
Content Marketing For Medical Devices
Content marketing is one marketing strategy that cuts across all other marketing strategies. Whatever strategy to employ to reach through busy physicians, you need valuable content to make you stand out. Publishing valuable content to reach your marketing goals is what content marketing is.
Infographics, webpages, blogs, podcasts, videos, and books are all great content marketing examples.
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly–defined audience – and, ultimately, to drive profitable customer action.“
– Content Marketing Institute.2
Content marketing is one marketing strategy that cuts across all other marketing strategies. Whatever strategy to employ to reach through busy physicians, you need valuable content to make you stand out. Publishing valuable content to reach your marketing goals is what content marketing is.
Infographics, webpages, blogs, podcasts, videos, and books are all great content marketing examples.
Qualities Of Great And Valuable Content
Whatever form of content marketing you choose to reach your audience, the following features should be taken seriously;
Content Segmentation
Great content does not have everything for everyone; great content has something for a specific group of people.
To convert your website visitors to actual customers, you have to create content specific to your target customers. This specific content will only be reserved for your potential buyers who have possibly gone through the first or the second stage of the buyer’s journey.
An example of content segmentation could be in the form of a question that pops up once a visitor visits your website for the first time. Visitors may have the option of selecting whether they are an individual seeking medical equipment, physicians, medical consultants, or any other option that may be interested in your product or service.
Great Content Should Be Factual
It is difficult for anyone to ignore facts. Whether it’s through emails or your website content, factual statements are bound to draw in physicians. Being factual also improves credibility and authority.
Use Proper Language
Most physicians would prefer to converse in a formal or semi-formal fashion. More than be courteous with language also includes using words that have professional acknowledgment.
Great Content Needs To Be Very Engaging
Even physicians need a break too. You could spice up your emails with easy-to-discuss topics that offer a refreshing read. This way, your audience can attribute knowledge and happiness to your content offerings.
Online Forums For Marketing Medical Devices
Online forums are platforms that breed conversations from like-minded people about products and services of interest. Quite a number of people turn to forums to discover a new product or to discuss an existing one.
Online forums constantly have all kinds of content flowing through them. Customers from around similar industries are all sharing information and if well utilized, can drive traffic for your business.
If you’re planning to create an online forum for marketing medical devices, you’re on the right track. But first, you need to have participated in other forums too. By engaging with other forums, you’re familiarizing yourself with how things work, and you’re less likely to make too many mistakes in the beginning.
Benefits of an Online Forum
The benefits of having online forums include;
- Establishing a community of people who are talking about your business offerings.
- Online forums allow you to see into the pain points of customers. Rather than asking questions individually, online forums run customer surveys all the time for you. Feedback is everywhere in a forum.
- Brand awareness: Online forums help you market your medical devices to new customers.
A Note on Moderators
Getting started with online forums means that you have to be present or put capable people in charge. Forums typically have moderators that organize conversations so everyone can benefit from them. So much of the success of an online forum depends on the moderator, so you must put a knowledgeable and people-friendly person in charge.
Webinars For Marketing Medical Devices
A webinar is a seminar conducted online. Webinar marketing is the use of webinars to engage people to promote your business.
Interestingly, webinars have been very effective at lead generation. According to the Content Marketing Institute, 58% of marketers use webinars for promotion.
Webinars typically provide valuable and free information to guests. As it is with most marketing strategies, webinars provide customer value in the hopes that the customers provide value in return.
- Marketers use webinars for promotion 58%
Benefits of Webinars to Market Medical Devices
As a business selling medical devices, webinars allow you to display new products and services that you offer, and publicly display your expertise on industry-related subjects. Here are a few of the other benefits to creating webinars:
Webinars present all the advantages of having a physical seminar. The most notable one is the opportunity to engage with customers. Before reeling out a new product, a webinar could be organized to discuss the product’s relevance.
Webinar Pro-tips
A pro-tip on webinar marketing is to always have it available. Record your webinars and share them on YouTube so your audience can find it any time they need to access the information. This also creates content for the brand.
Choosing the right webinar topic is very important when you use webinar marketing to drive traffic. Picking the right topic is mostly about selecting content that has a relatively high engagement ratio.
A cursory look at comments and reviews on social media and blog posts should give you a very good idea of what topic is really important to your customers.
Every so often, you can invite a well-known physician to speak at your webinar. This will guarantee the attendance of other physicians.
Podcast Advertising For Marketing Medical Devices
“The proportion of Americans listening to podcasts has nearly doubled in the past nine years and is projected to continue growing for the foreseeable future“
– Single Grain
More brands are starting to choose podcast advertising because of how effective it is. Even the online banner ads are beginning to fall out of fashion because of the “banner blindness phenomenon”.3
Podcast advertising is more effective because it offers a range of interesting benefits:
- The audio nature of podcasts makes them very engaging for many people.
- Advertisements on podcasts can’t exactly be tuned out or skipped, and so people, even busy physicians, will listen.
- People only listen to podcasts that offer them the information they can trust. This factor makes the audience very receptive to brands advertised in that podcast. In podcast advertising, advertisement is a recommendation.
Starting in Podcasting Advertising
To get involved with podcast advertising, you can either find a podcast that makes content for your target audience. Or, you could create one yourself.
A good understanding of your audience is significant in podcast advertising. You need to know what your target audience listens to and why they are listening to it.
Conclusion
Nobody likes their time wasted. The cure is consistent, valuable, and timely content. If you work with the above strategies to market your medical devices, you’re already in a central position to get the attention of the busiest of physicians.
Active Marketing: Proven Game Changers
Active Marketing has transformed addiction treatment businesses with our strategic horsepower. We have proven experience developing and executing marketing strategies that get your brand’s best messaging in front of the right people at the right time and place.
Our impact on our clients’ bottom lines changes the way they do business. We’d love to talk to you more about your potential.
Give us a call today: (877) 8145716
Active Marketing: Proven Game Changers
Active Marketing has transformed addiction treatment businesses with our strategic horsepower. We have proven experience developing and executing marketing strategies that get your brand’s best messaging in front of the right people at the right time and place.
Our impact on our clients’ bottom lines changes the way they do business. We’d love to talk to you more about your potential.
Give us a call today: (877) 8145716