Even medical device websites selling top-of-the line products need to employ stellar digital marketing practices in order to hit sales goals. Your products may be the best in the business, but potential customers don’t know that. It is your job to inform your customers of the advantages of choosing your medical device over those your competition offers. One way you can accomplish this is by avoiding these 4 medical device digital marketing mistakes:
#1) Not Using Storytelling
Through storytelling, you can make an emotional connection with your patients. Using the stories provided by patients who have previously used your devices is great way to start. Pictures and patient quotes can be used to soften statistics and facts, appealing to the humanity of your patients. Share these stories in the form of blog posts, videos, and patient testimonials and post them on your website and social media channels. When you skip storytelling, presenting only dry information, you miss the chance to connect with your patients.
#2) Not Using Video
Videos can be used to capture your prospective customers interest, and is an important medium for engaging with your websites visitors. Videos can give a patient a clearer picture of how your medical device works, assisting them in envisioning how they would integrate into their own lives.
According to Business Week, there are 3 big advantages to using video as a marketing tool on your website:
Video catches a website visitor’s attention, and encourages them to spend more time on your site.
Videos are a great way to communicate important information that may otherwise be looked over if it were presented in lengthy pieces of text.
Videos paired with excellent search engine optimization can be used to gain more traffic through search engines to your site.
If you aren’t using video to market your medical devices, you are missing out on an opportunity to appeal to large segment of the market. In fact, the majority of individuals prefer video to text, case studies, or white papers according to a survey performed by Forbes.
#3) Website is Not User Friendly and SEO Optimized
As a medical device marketer, you have wealth of information you need to communicate to patients visiting your website. Make sure your content is well organized in a way that makes it easy for your visitors to explore and consume. Your navigation bar should be free of clutter and easy to use. Your top level pages should address commonly asked questions from patients.
Once you have the content in place, make sure you have included common keywords throughout your text that will help your website rank organically. If you don't know where to start with your keywords, consider symptom, diagnosis, and treatment types of keywords that relates to the condition your medical device addresses.
#4) No Microsites
Another common mistake made by medical device marketers when marketing their products is taking all of the information concerning their various products and presenting it to one large audience. This can overwhelm patients with information which may not necessarily apply to them. The solution to this problems is to create microsites, which target a smaller segment of your audience, explains the Content Marketing Institute. These microsites are full of great content which speaks directly to the needs of your web visitor and leaves out information which doesn’t apply to them.
You know better than anyone, selling medical devices is competitive work. Because of this you can’t afford to make these big mistakes when marketing your medical device. Avoiding these mistakes is the first step in performing well in this highly competitive field.