Five Medical Device Marketing Trends

Building market presence in the medical device space can be challenging. With so many brands offering innovative solutions, standing out means leaning into marketing trends that are working for others in your industry. Here are some of the top marketing trends that can help you increase brand awareness and generate more sales.

Identify Your Brand Purpose

Simply explaining what you are selling is no longer enough. Buyers are interested in the why behind your brand. Your marketing strategy must express a strong purpose to connect with buyers and stand out from the competition. In fact, one study found that 94% of consumers want the companies they engage with to have a strong purpose.

Before creating your next campaign, determine and build communications around the driving purpose behind your brand or a specific product you’re building a campaign around. Find ways to incorporate your brand’s mission or product backstory into your campaign messaging to connect with customers that share your values and concerns.

Leverage Video Content

Videos are a great way to offer engaging content that showcases your product’s features and benefits. Many HCPs are busy and don’t have time to sit down and chat with reps. Videos provide accessible, engaging and relevant content delivered through an easily accessible channel where they can view video content at their convenience.

Case studies, animations of procedures, and patient or doctor testimonials provide great content for videos as part of your marketing strategy. You can take a multichannel approach by distributing your videos through your social media channels, website, email campaigns and more.

Focus on Your Online Reputation

Proactively managing your online presence is a critical marketing strategy. Monitor online reviews, check out relevant forums and audit social commentary to ensure your online reputation is strong. In addition, you can proactively seek positive reviews from HCPs. And don’t forget to quickly respond to as many reviews as possible – positive or negative.

Use NPI to Target HCPs

As more people seek to protect their privacy, brands can struggle to create personalized experiences for their audiences. National Provider Identifier (NPI) targeting is one way to overcome that struggle with a balance of privacy and personalization.

For example, you can leverage the National Provider Identifier to identify specific physicians by AMA-recognized specialties and sub-specialties then deliver more personalized experiences to that audience segment.

Lean Into Social Media Marketing

Physicians are becoming increasingly prominent on multiple social media platforms. They reach patients, provide useful information, and increase their personal brands through these channels. Marketers who want to engage with them need to be on these platforms.

A consistent social media strategy is critical for providing HCPs with your content, engaging with them, and building trust. The most visited platforms are:

• Doximity
• LinkedIn
• Twitter
• YouTube

Stay Ahead of the Competition

Medical device marketing is a rapidly changing market. Adopting the latest best practices can help you identify your ideal prospects, give your customers more value, and result in improved leads and sales. Start with the above practices and build your best campaigns now and moving forward!

Article Written by Alex Brown