A glaring contradiction in medical device marketing is that manufacturers arm their sales teams with the latest in digital equipment - smartphone, iPads, and laptops - and then fail to develop marketing plans that communicate to potential customers who are searching for information on those very same devices. While salespeople are one very key component of the marketing plan, the digital marketing components are equally as important.
In this age of connectivity, anyone who may be a decision-maker or influencer for purchasing medical devices is online searching for information. Medical device manufacturers whose digital marketing plans don’t include these five digital options could be losing out to their more tech-savvy competitors.
- Interactive Sales Tools: Online sales tools can invite prospects to engage with a medical device, whether or not a salesperson is present. This could be a microsite devoted specifically to the device, which includes videos about applications, patient/doctor testimonials, and surgical instructions. A live chat capability with a knowledgeable salesperson will add to the responsiveness. Perhaps an online webinar where doctors can view the device in action and ask questions will increase awareness even further.
- Mobile Management: Most doctors and medical decision-makers are constantly on the go and have little time to sit at a desktop or laptop to view a full presentation. Medical device marketers need to place a heavy emphasis on mobile websites and apps that can quickly present the features and benefits of the product, and spur the viewer on to take the next step in the buying process.
- Online Education: Medical personnel might not have time to attend presentations or conferences where medical device marketers are providing education about their products. More of this will have to be done online through the use of tutorials, videos, blogs and assisted-learning modules.
- Action and Animation: Computers are more powerful than ever and capable of transmitting massive amounts of information to users, so why are so many medical device marketers using still photos on their websites? These marketers need to get creative about the use of video, computer graphics and 3-D animations to show their devices in action. This also reduces the need to have expensive medical devices in the field for demonstrations.
- Web, Email, and Social Media: Medical device marketers can no longer be content to hold control over when, where and how prospects learn about their devices. They must have the information ready and available when the target market is interested. Search engine optimization (SEO), pay-per-click (PPC) advertising, email, and social media strategies must all be considered and integrated into an over-reaching marketing plan to connect with prospects, provide information upon demand, and answer questions immediately.
Most salespeople are trying to grab a few minutes here and there, especially when dealing with busy hospital staff. With the proper use of digital strategies, medical device marketers can increase their likelihood of making a connection by giving prospects control over how and when an engagement occurs.