Digital marketing strategies for medical devices often seem intimidating. To outsiders, marketing for the medical industry seems niche and high-level. But the truth is that many of the same standard marketing approaches work just as well for healthcare companies. It’s all about quality and execution. In our previous post, we laid out the five most effective ways to drive awareness, education and sales of your medical device. We will dive into more detail here and provide nine additional medical device digital marketing strategy options for the more advanced marketer.

Exploring the 5 Beginner Steps

In the previous post, we offered these five key strategies:

  • Developing a comprehensive marketing strategy
  • Educating potential customers about your product
  • Ensuring that sales teams have the most up-to-date information
  • Creating compelling marketing materials
  • Hosting events and webinars

Mastering these five initiatives will create a solid flow of output, information, and content. Next, it’s time to focus on some of the more technical aspects of marketing medical devices.

1. Develop a Compelling Website

Your website is your home base and the first impression many potential customers will have of your company and product. It needs to be visually appealing, user-friendly, and packed with high-quality content. If you don’t have a lot of experience with web design, it’s worth investing in a professional. A well-designed website will pay for itself many times over.

Begin by selecting a hosting provider and domain name. Then, you can start working on the design and layout of your site. If you want to build the site yourself, there are plenty of WordPress themes specifically for medical websites. If you’d rather outsource the design, reach out to a web development agency that has experience in healthcare.

Your website should include the following pages:

Homepage: The homepage should be designed to grab attention and persuade visitors to stay on your site. Use strong visuals and clear, concise copy to make your case.

About page: The about page is an opportunity to tell your story and explain why you’re passionate about your product. This is also a good place to list your company’s awards, press mentions, and your origin story.

Products/Services page: This is where you get into the nitty-gritty of what you offer. Be sure to include clear descriptions, pricing information, and photos or videos of your products in action.

Blog: A blog is a great way to show off your company’s thought leadership. Write about topics related to your product or industry to attract new readers and establish yourself as an expert.

Resource center: The resource center is a hub for all the helpful content you’ve created, like e-books, guides, webinars, and whitepapers. Organize these resources by topic so visitors can easily find what they need.

2. Invest in Search Engine Optimization

Search engine optimization (SEO) is the process of improving your website’s ranking in search results pages. This is done through optimizing your site’s content, structure, and on-page elements like titles and metatags. SEO is a complex and ever-changing field, but there are plenty of resources available to help you get started.

SEO is not an exact science; there is no guaranteed way to achieve a top ranking. However, there are some basic principles you can follow to improve your chances:

Use keyword-rich titles and descriptions: The title and meta description are the first things potential customers will see when your site appears in search results. Make sure these elements are clear and include relevant keywords for your product or services.

Build links: Links from other websites signal to search engines that your site is valuable and trustworthy. Guest blogging, directories, and social media are all great ways to attract organic traffic to your product.

Create quality content: Google’s algorithms are designed to surface the best, most relevant results for each query. That means your website needs to offer helpful, well-written content that addresses visitors’ needs.

3. Create Compelling Content

Content marketing is a broad term that refers to any type of marketing that involves creating and sharing content. This can be anything from blog posts and infographics to eBooks and webinars. The key is to create content that is interesting and relevant to your target audience.

Do not engage in black hat marketing tactics or keyword stuffing. These practices will not only hurt your chances of ranking high in search results, but they can also get you penalized by Google. Instead, focus on creating quality content that provides value to your readers.

Some ideas for types of content to create:

Blog posts: Keep your blog updated with fresh content on a regular basis. You can write about news related to your product, industry trends, or tips and advice for using your product.

Videos: Videos are a great way to show off your product in action and explain how it works. You can post these videos on your website or social media channels.

Infographics: Infographics are visual representations of data or information. They’re a great way to make complex topics more accessible.

E-books and guides: These long-form pieces of content are great for providing in-depth information about your product or industry. They can be used as lead magnets to attract new subscribers.

Social media: social media is a powerful marketing tool that can help you reach a wider audience and build relationships with potential and current customers. Be sure to post engaging content on a regular basis and interact with your followers to create a strong social media presence.

4. Use Social Media Wisely

Social media is a powerful marketing tool, but it should be used carefully. Platforms like Twitter and LinkedIn offer great opportunities for engaging with potential customers and building relationships. However, it’s important not to overdo it. Spamming your followers with too much marketing content will quickly turn them off.

Smart social media strategies include:

Posting interesting and relevant content: Share blog posts, infographics, videos, and other types of content that will be of interest to your target audience.

Engaging in two-way conversations: Take the time to respond to comments and questions. This shows that you value your followers’ opinions and are interested in building a relationship with them.

Avoid sales pitches: Nobody likes being sold to, so avoid making your social media posts all about your product. Instead, focus on providing value and answering customers’ needs.

Analyze your results: it’s important to track your marketing efforts so you can see what’s working and what’s not. Google Analytics is a free tool that can assist with this. Once you have it set up, you’ll be able to see how much traffic your website is getting, where it’s coming from, and what pages are being viewed the most.

This information can help you adjust your marketing strategy so you can focus on the channels that are generating the most results. Digital marketing is a vital part of any business’ marketing strategy. By following these tips, you can create a strong online presence and reach a larger audience with your product or service.

5. Invest in Paid Advertising

Paid advertising is a great way to reach a large audience quickly. Platforms like Google AdWords and Facebook Ads offer targeting options that allow you to narrowly focus your ads on potential customers. Paid advertising can be expensive, but it can also be very effective if done properly.

When analyzing whether paid advertising spend is necessary, look at your marketing goals and objectives. If your goal is to generate leads, then paid advertising may be worth the investment. However, if your goal is to build brand awareness, you may want to consider other marketing channels first.

We recommend starting with a small budget to test the effectiveness of paid advertising before making a larger investment.

6. Keep Up With Industry Trends

The digital marketing landscape is constantly changing. New platforms and technologies are being developed all the time, so it’s important to stay up-to-date on the latest industry activities.

One way to do this is to follow marketing thought leaders on social media and read marketing blogs. This will help you stay informed about the latest trends and learn new marketing strategies. Another is to attend marketing conferences and events. These can be expensive, but they’re a great way to network with other marketing professionals and learn about the latest industry trends.

7. Hire a Digital Marketing Agency

If you don’t have the time or resources to focus on digital marketing, then you may want to hire a marketing agency. A good marketing agency will have experience in all aspects of digital marketing, from social media to lead generation. They can help you develop an effective marketing strategy and execute it flawlessly.

When choosing a marketing agency, be sure to do your research and read online reviews. You should also ask for case studies so you can see examples of their work. Once you’ve found a few agencies you like, request proposals and compare their services to find the best fit for your business. 

8. Attend Trade Shows and Conferences

Another marketing tactic you can use to reach potential customers is attending trade shows and conferences in your industry. This is a great way to network with other businesses and build relationships with potential customers. It’s also an opportunity to showcase your product or service and generate leads.

When choosing which trade shows or conferences to attend, be sure to select ones that are relevant to your target market. You’ll want to make sure you’re not wasting your time and money on events that aren’t likely to generate results.

9. Get Press Coverage

Earned media can be incredibly beneficial for marketing your business. Positive press coverage can help build trust and credibility with potential customers. It can also reach a wider audience than paid advertising.

There are a few ways to get press coverage for your business. One is to pitch story ideas to journalists. Another is to submit newsworthy press releases. You can also try reaching out to influencers in your industry and asking them to mention your product or service in their content. All of these methods can be executed well by a good public relations partner, and we recommend looking into that investment.

Start Your Medical Device Journey with Pathway Medtech

These are just a few of the digital marketing tactics you can use to market your medical device. By mastering these basics, you’ll be well on your way to driving awareness, education, and sales of your product.

And remember — with so many marketing channels and strategies available, it’s easy to get overwhelmed and try to do everything at once. However, this usually isn’t necessary or effective. It’s better to focus on a few key marketing channels and do them well. Trying to do too much will only lead to frustration and burnout.

Pathway Medtech is a medical device company in San Diego — our experts have decades of experience. We can assist with design, adhering to medical ISO standards and regulatory requirements, and medical device contract manufacturing. We are standing by to help, so contact us today.