While marketing strategies for the MedTech industry are no different from any other B2B company, the nature of the healthcare industry makes it much harder to derive results. When it comes to healthcare, users are always cautious about the products and services they use. As a result, convincing medical professionals or patients to adopt your product through standard digital marketing strategies may be difficult.
B2B digital marketing strategies that form the basis for any brand, MedTech included:
- Create your brand identity, one that is easy to recall
- Create a buyer and user persona
- Build a website and create a presence on other social platforms
- Optimize your website and content (SEO) with relevant, targeted keywords
- Leverage PPC advertising channels (search engines and social media) to draw traffic when organic is a challenge
- Generate revisits through email marketing and display advertisements.
While these strategies form the foundation of your digital marketing plan, efforts shouldn’t stop there. Getting creative with existing marketing mediums will help take your MedTech startup to the right audience and generate conversions. We have curated a list of 5 marketing hacks to help you take your MedTech product to the right audience.
Here are 5 digital marketing hacks you can implement into your marketing strategy
- Make the future generation of medical professionals your target audience.
It is easier to convert a user who isn’t yet loyal to a brand. Targeting your marketing content to medical students, either directly or via professors, is a great way to have the next generation of medical professionals adopt your MedTech product. Chances are, once they find it useful, they will continue to use it when they practice medicine. Medical students are also a concentrated audience (within the institution’s four walls), and reaching a large audience becomes easy.
- Collect testimonials from medical professionals and patients.
Testimonials are powerful lead generators. The primary purpose of digital marketing is to convince prospects to convert into leads, and a testimonial from a peer is sure to help drive this decision. Testimonials from medical professionals and happy patients will show that your MedTech product or service has an end-to-end impact. In addition, getting prominent members from the medical community to speak for your product will add tremendous value. Lastly, video content is consumed more than images or text, so getting video testimonials will give you the best results.
- Tweak your social media strategy.
Social media is going to be an essential medium for marketing. When it comes to healthcare, doctors and patients exercise a healthy skepticism for anything before adopting it. Therefore, regular social media strategies, while necessary, may not be convincing enough. One way to tweak your social system is to market on social platforms built for the medical community, like Sermo, DailyRounds, and AmongDoctors.
- Create doctor and patient forums
Creating a forum or community for medical professionals and patients that you control is a great way to build an audience that you can readily market to. You can build communities on existing social media sites (Facebook groups) or develop standalone online communities. When you start delivering helpful information on these forums, people are going to join them organically. Then, when you have a large enough audience, you can periodically market your MedTech solution.
- Host webinars
A desire for knowledge drives the medical community. Therefore, Webinars that involve experts in the field of medicine are bound to draw a generous audience. Research topics that are trending with your target audience and launch a webinar. Generate awareness and buzz for the webinar through social media. You can pitch your product at the end of the webinar or, better yet, have the expert panel vouch for your product.
Examples of Brilliant MedTech Marketing Strategies
HealthUnlocked, a social network for health, used a combination of the strategies listed above to market their product to doctors and patients. The platform partners, the NHS, along with national and global health associations like Global Colon Cancer Association, Leukaemia Care, Pain Concern, and others, contributed content on the platform and then shared it on their social profiles.
The key takeaway here is to use content that the audience wants to consume and have a working relationship with experts in the field who can deliver it.
Doctify, a healthcare review / find a specialist platform used audience segmenting to drive relevant users to their platform. They identified two separate niches: doctors who should sign on as specialists and patients looking for specialists in the area. Once segmented, they used Facebook campaigns to reach doctors because they provided better filters (by profession) and geo-targeted search engine ads (PPC) to reach patients looking for specialists in their area.
The key takeaway here is to segment your target audience correctly and then use dedicated strategies for them, rather than spending money on general marketing strategies.
Growing a MedTech startup is difficult, but you can derive results similar to other industries with the right marketing strategies. First, it is vital to ensure you follow all regulatory guidelines – set by the local government and the marketing medium. Second, social platforms are critical about the language used in promotions, especially when it comes to healthcare. Finally, use your MedTech story to speak to your audience. Sell your story, not the product, and consumers listen.