By November 2019, there were more than 6,500 medical device companies in the United States, with market size of about $148 billion.

The medical manufacturing industry is enormous, but medical equipment manufacturers ordinarily target a very niche audience with needs met explicitly by them. The manufacturing hub- ranging from dental cases to pacemakers and MRI machines requires a lot of time and effort to reach their right prospects with the right message.

With the dawn of the ‘new age’ of marketing, the medical device marketing strategy is increasingly altered every day to generate better results. However, before we explain each approach in detail and provide actionable strategies for maximum output, here are some holy grails that are mandatory for a medical equipment marketer.

1. Branding

Build a brand that is relatable, reliable, and responsive. We have seen brands like Xerox, Band-Aid, etc. which have become synonymous with their product. This is what strong branding can do; it can boost sales and amplify the brand image.

“You don’t define a brand, it is defined by your customers, and how you make them feel.”

2. Website and landing pages

Your website should be fast loading, informative, responsive (mobile friendly), and user friendly. It must be able to showcase your brand and your medical products. The landing pages must be active and should help you convert traffic into leads.

3. Social media accounts

Social media makes the brand accessible to the customers. A brand must be present and active on multiple social media platforms. In 2020, brands need to post relevant, informative, and trendy content (audio, video, text) to enliven their marketing game.

4. Content

Developing content around a medical brand can be tricky, mainly because it needs to be factually correct. Hence, as a medical equipment marketer, focus on the quality and correctness of the content on all the platforms. A great piece of content, both online and offline, can help you go a long way.

5. Events

A medical equipment marketer generates maximum impact by attending events- seminars, conferences, exhibitions, medico-fairs, etc. Events like these provide an opportunity to expand your reach and add more leads to your sales funnel. Events draw the attention of genuine buyers and sellers which allows you to scale your competition while also garnering the interest of many closed-won deal opportunities.

With the current global crisis, there has been a surge in the demand for medical equipment and the industry is expected to achieve a growth of $151.5 Billion by 2025.

Keeping this in mind, we have compiled a comprehensive marketing guide that is bound to boost your sales, increase engagement, have a steady sales funnel and retain customers. Marketers can expect a surge in demand and can cater to their audiences in the following ways!

The graph shows the growth of the medical equipment industry with respect to personal protective equipment from 2016-2017

MEDICAL MARKETING STRATEGIES TO PROSPECT AND PROSPER

1. Email marketing

“Did you know?
As per email CTR rates in the USA, Tuesday is the best day to send a promotional email, closely followed by Thursday.”

Over 67% of medical device manufacturers have adopted Email Marketing, as it is not only affordable but also convenient to communicate with a large audience at one time. It has become an essential marketing tool to-

Inform customers about updates through newsletters, event invitations, subscriptions, and website links to builds brand awareness & attract potential customers.

Drip and trigger email campaigns engages and nurture leads by informing them about offers and discounts.

Emails promote account-based marketing, referral campaigns and social media campaigns to convert and retain potential customers into loyal customers.

Customer-focused email campaigns built through personalized pre & post–purchase survey, feedback campaigns, rewards and loyalty programs aid in customer loyalty.

Want to know more about email marketing, strategies and how it would benefit your business?

Schedule a free session with Industry Experts Today!

Here is a step-by step guide to successful email marketing:

Establish an
objective

Build a buyer persona &
compile an email list

Create an actionable
content strategy

Follow up with
potential prospects

Launch a trendy & effective
marketing campaign

Design engaging and
responsive email templates

DataCaptive™’s end to end business email marketing service has guaranteed 89% success rate for 1000+ clients.

2. Social Media Marketing (SMM)

“Did you know?
41% of people said social media would affect their
choice of a specific doctor, hospital or medical facility?”

Social media has revolutionized marketing; and the healthcare and medical industry are trailing behind not any less. The medical equipment industry is making the most using significant components of social media marketing like Content Marketing (Social media posts, blogs, articles, etc.) and Influencer Marketing.

Medical brands that have stood up to cause or posted content related to trending topics got 5x more engagement than brands that did not. Social media marketing also helps brands to promote positive feedback and leverage them to gain more customers. It is a great strategy to develop an inter-personal relationship with the customer by employing quick responses and replies.

Database Marketing and Marketing Automation are other key components of SMM. Various big companies have deployed marketing automation tools to design customized ads that track, nurture, and convert potentials leads.

Marketing Automation simplifies and makes marketing processes such as emails, social media messages, etc. more scalable. It is a great way to score, profile, prioritize, and nurture niche audience based on their buying stage.

2. Social Media Marketing (SMM)

“Did you know?
41% of people said social media would affect their
choice of a specific doctor, hospital or medical facility?”
Social media has revolutionized marketing; and the healthcare and medical industry are trailing behind not any less. The medical equipment industry is making the most using significant components of social media marketing like Content Marketing (Social media posts, blogs, articles, etc.) and Influencer Marketing.

Medical brands that have stood up to cause or posted content related to trending topics got 5x more engagement than brands that did not. Social media marketing also helps brands to promote positive feedback and leverage them to gain more customers. It is a great strategy to develop an inter-personal relationship with the customer by employing quick responses and replies.

Database Marketing and Healthcare Email List are other key components of SMM. Various big companies have deployed marketing automation tools to design customized ads that track, nurture, and convert potentials leads.

Marketing Automation simplifies and makes marketing processes such as emails, social media messages, etc. more scalable. It is a great way to score, profile, prioritize, and nurture niche audience based on their buying stage.

The graph above shows the importance of video marketing in SMM.

3. Search Engine Optimization (SEO)

“Did you know?
93% of all online experience begins with search engine.”

SEO is the process of ranking your website higher in a search engine (usually Google) by using several on-page and off-page optimization techniques. Keywords play a vital role in SEO, and hence every medico marketer must make sure that they are using both short-tail and long-tail keywords for better results. Also, (since we are primarily talking about Google as the search engine), marketers must note that Google analytics changes every day. So, SEO experts must be aware of the same and implement new tactics.

Content is significant to SEO. Text put on the website must be informative and engaging and must be keyword-centric so that it answers all the questions asked by prospects. Content in the form of blogs, snippets, forum answers, classifieds, etc. can be used for link building and on-page optimization to give weightage to the website in the search engine.

Developing keywords is deep to process where SEO experts divulge into the buyer personas of their target audience. With access to a Healthcare Email List, medical equipment sellers can strategize a fruitful content strategy.

3. Search Engine Optimization (SEO)

“Did you know?
93% of all online experience begins with search engine.”

SEO is the process of ranking your website higher in a search engine (usually Google) by using several on-page and off-page optimization techniques. Keywords play a vital role in SEO, and hence every medico marketer must make sure that they are using both short-tail and long-tail keywords for better results. Also, (since we are primarily talking about Google as the search engine), marketers must note that Google analytics changes every day. So, SEO experts must be aware of the same and implement new tactics.

Content is significant to SEO. Text put on the website must be informative and engaging and must be keyword-centric so that it answers all the questions asked by prospects. Content in the form of blogs, snippets, forum answers, classifieds, etc. can be used for link building and on-page optimization to give weightage to the website in the search engine. Developing keywords is deep to process where SEO experts divulge into the buyer personas of their target audience. With access to a Healthcare Email List, medical equipment sellers can strategize a fruitful content strategy.

The graph depicts the increase usage of voice searches in the last year. This means, marketers have to use more and more long tail keywords framed in the format of a question to attain maximum traffic.

4. Pay Per Click (PPC)

“Did you know?
52% of people who click on PPC ads call the advertiser
within an hour from viewing.”

Pay-per-click is another model of internet marketing, where marketers advertise their products by leveraging the most searched keywords. PPC asks for a fee deduction every time the ad is clicked. Such PPC ads can be carried out in the search engine and social media platforms to buy visits and increase website traffic through a particular landing page.

Search engine is one of the most popular PPC platforms. Facebook, instagram, forum, emails. etc., have emerged as the most profitable platforms for PPC advertising. PPC in these platforms shows ads a sponsored link, leading buyers to a landing page of the brand website. Such ads rely on the method of keyword marketing and search engine history tracking through caches and cookies. PPC is a great way to build brand image and bring traffic to your website.

4. Pay Per Click (PPC)

“Did you know?
52% of people who click on PPC ads call the advertiser
within an hour from viewing.”

Pay-per-click is another model of internet marketing, where marketers advertise their products by leveraging the most searched keywords. PPC asks for a fee deduction every time the ad is clicked. Such PPC ads can be carried out in the search engine and social media platforms to buy visits and increase website traffic through a particular landing page.

Search engine is one of the most popular PPC platforms. Facebook, instagram, forum, emails. etc., have emerged as the most profitable platforms for PPC advertising. PPC in these platforms shows ads a sponsored link, leading buyers to a landing page of the brand website. Such ads rely on the method of keyword marketing and search engine history tracking through caches and cookies. PPC is a great way to build brand image and bring traffic to your website.

Graph depicting the importance of location, website and landing page on a PPC campaigns. Source- wordstream.com.

5. Offline Marketing (Events & Fairs)

“Did you know? 74% of product or service users become regular customers after an ‘experiential’ marketing event.”

Despite the evolution of the digital medium, offline marketing still lists the best source of marketing for many industries. The Medical Equipment Industry is one such sector where events like medico-fares, seminars, conferences, etc. are the most chosen path to connect with prospects.

The reason can be that
A) Typically, medical equipment’s are bought by Medicals, Educational Institutes, and other Healthcare Organizations. More than one person makes the decision. Events are a great platform to meet such key business persons and make sales.

B) Medical equipment is expensive. Buying medical equipment and its maintenance is a long-term investment, which is better-done face to face.

C) Medical equipment’s these days are highly technical and extremely complicated to use. Such events give marketers a chance to display their products in front of their target base without any hindrance.

Marketers willing to advertise their products in such fairs and events can gain a lot through industry-specific Visitors and attendees email lists. Such email lists will not only help them understand the buyer persona of the attendants as recorded over the years but also develop a conversation with distributors and buyers for future perusal.

5. Offline Marketing (Events & Fairs)

“Did you know? 74% of product or service users become regular customers after an ‘experiential’ marketing event.”

Despite the evolution of the digital medium, offline marketing still lists the best source of marketing for many industries. The Medical Equipment Industry is one such sector where events like medico-fares, seminars, conferences, etc. are the most chosen path to connect with prospects.

The reason can be that
A) Typically, medical equipment’s are bought by Medicals, Educational Institutes, and other Healthcare Organizations. More than one person makes the decision. Events are a great platform to meet such key business persons and make sales.

B) Medical equipment is expensive. Buying medical equipment and its maintenance is a long-term investment, which is better-done face to face.

C) Medical equipment’s these days are highly technical and extremely complicated to use. Such events give marketers a chance to display their products in front of their target base without any hindrance.

Marketers willing to advertise their products in such fairs and events can gain a lot through industry-specific Visitors and attendees email lists. Such email lists will not only help them understand the buyer persona of the attendants as recorded over the years but also develop a conversation with distributors and buyers for future perusal.

The graph above shows the goal of a medical event. As depicted, lead generation remains on top.

6. Cold calling

“Did you know?
In Australia, 92% of all customer interactions in the
medical industry happen over the phone.”
Cold-calling is the aftermath of a successful presence in events. As mentioned in the beginning, the target base of the medical equipment industry is specific. Thus, cold calling goes a long way in attaining and retaining customers.

DataCaptive™’s executive contact database enables marketers to access the contact details of decision-making executives from the healthcare and medical industry, and leverage those to get in touch with them directly. The medical equipment industry is highly competitive, and by pitching sales to crucial decision-makers, marketers eliminate the risk of losing leads in the sales funnel.

6. Cold calling

“Did you know?
In Australia, 92% of all customer interactions in the
medical industry happen over the phone.”
Cold-calling is the aftermath of a successful presence in events. As mentioned in the beginning, the target base of the medical equipment industry is specific. Thus, cold calling goes a long way in attaining and retaining customers.
DataCaptive™’s executive contact database enables marketers to access the contact details of decision-making executives from the healthcare and medical industry, and leverage those to get in touch with them directly. The medical equipment industry is highly competitive, and by pitching sales to crucial decision-makers, marketers eliminate the risk of losing leads in the sales funnel.

Want to know more about email marketing, strategies and how it would benefit your business?

Schedule a free session with Industry Experts Today!

Key take-aways

The medical equipment industry is vast but the target audience
is specific.

Marketers have to build an informative, engaging and
responsive website for brand reputation and customer loyalty.
Social media presence is a must.

Content is the key of marketing. Video, audio, text- the content
must be relevant and informative.

Keywords are the bone of any marketing strategy. Long tail keywords are
replacing the short ones, as more and more searches are through voice now.
Marketing methods like Cold Calling and Events are still the
strongest marketing strategies in the medical equipment sector.

Medical email database/ healthcare mailing list will help marketers go a long
in understanding buyer insights and filtering prospects from stale leads. Also,
Marketing automation is the messiah of email marketing, without which it is hard
to build customer loyalty.