Direct-to-patient (DTP) marketing boosts performance by helping medical device companies take control of the customer journey – and look good to their customers in the process.
As digital technology makes medical information more accessible, many patients are taking it upon themselves to proactively research their conditions and treatment options. In fact, recent data by Google shows that 43% of consumers cite the internet as their go-to health resource, while only 14% say that physicians are their primary source of medical advice.
This presents an opportunity for medical device marketers to employ direct-to-patient (DTP) marketing strategies to generate leads. These practices speak to patients’ unique needs, and therefore outperform traditional marketing techniques. Plus, with a variety of tools to report the results of digital campaigns, marketers can get the recognition they deserve for their key role in building patient relationships.
DTP marketing is a step toward patient centricity in the healthcare industry. As patients gain more control over their treatment, medical device companies can provide them with the essential information they need for each part of their journey. Marketers who deliver trustworthy educational materials will be able to address and even anticipate patients’ questions as they move through the funnel.
DTP marketing also allows companies to segment their audiences into localized regions through microsites. A microsite is a branded web page (or pages) that lives outside of your company’s existing website, and is meant to function as its own entity. Microsites can be used to target a demographic or region, or focus on a specific campaign or call to action. Studies show that consumers respond more favorably to this kind of localized marketing, with 96% of those surveyed saying that local businesses provide more personalized service than large chains, and 91% believing that they are more trustworthy.
Optimized patient portals and microsites allow medical marketers to facilitate a streamlined channel of communication between patients and healthcare providers. Patients can access relevant information in their own time, seek out local treatment options, and engage in a dialogue with their doctors. Through this system, patients have the chance to explore different therapies and medical devices and take actionable steps toward treatment.
The greatest asset that DTP has to offer is the chance to become truly valuable to hospital or medical practice clients. Medical device marketers that use DTP strategies offset the cost of their devices with patient referrals, turning them from an expense into an asset. Using digital DTP tools, marketers can pivot from educating patients and fostering brand awareness to making a measurable impact on their company’s sales performance.
New technologies offer comprehensive lead-tracking capabilities, so marketers can review and report the leads they generate throughout the patient funnel. This gives companies more insight into what’s working and what’s not, and guides future investment. By providing tangible results from digital DTP campaigns, marketers can show the success of patient-focused programs and get recognition for a job well done.
For medical marketers interested in learning more about digital DTP marketing, MD Connect offers an innovative program that has been executed with hundreds of leading medical device companies and clients. Our resources include extensive tracking technology that can help your company review and assess lead performance.