Three Areas of Successful Medical Device Marketing
After you’ve brought a new medical device to market, what’s next? How do you promote that product and get it in the hands of those who could benefit from it the most?
It can be difficult for medical device manufacturers who create everything from surgical tools and lab equipment to glucose monitors and artificial limbs to reach their core audiences of doctors, hospital buyers, and consumers. Not to mention, the dynamics of marketing a large piece of capital equipment versus a replacement limb are greatly varied. Knowing the nuances and developing smart medical device marketing strategies will encourage end customer engagement and yield high profit margins. Successful medical device marketing campaigns are centered on three important areas:
Promotion: Doctors and other medical professionals are the gatekeepers, and if they don’t believe in the device’s effectiveness, they won’t invest their time or money. Today, there is an ever-expanding range of media channels available to promote product awareness, features, and advantages in clinical application. Create a mobile app for smartphones and tablets that demonstrates the benefits of your device and its short- and long-term impact. Design a trade ad for a specialized medical journal that incorporates a strategic call-to-action – whether it is contacting your reps directly or going online to participate in a challenge for discounts. The possibilities are as endless as your imagination.
Education: Patients who undergo treatment procedures or choose to utilize devices in their daily lives to improve their health and well-being typically only do so when they understand how and why the device works. For this reason, it is important to educate patients about the device, as well as what they can expect before, during, and after its use. Craft a 3D medical animation of the device’s working components, so patients can better comprehend its construction. Put together a series of testimonial videos that give patients the chance to hear from other patients who have used the device with success.
Training: If medical professionals find a device difficult to use, they won’t apply it to their patients. To facilitate product adoption, physicians must be able to see a devices’ ease of use first hand and understand how quickly it can be integrated into existing clinical practice. Build an eLearning tool with virtual medical simulations that gives doctors a risk-free opportunity to explore and practice using the device in greater depth before applying it in the real world. Produce an aesthetically compelling how-to video and let it spread virally on YouTube.
DDA Medical has extensive experience in conceptualizing and executing effective medical marketing campaigns that sell products, educate patients, and train end users on their use. By combining these strategies, DDA Medical has been able to help a variety of medical devices become the new standard of care. To learn more, click medical device marketing, or contact us directly at 215-355-6442 or info@ddamedical.com.
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