Five Digital Marketing Strategies for MedTech Brands in 2022

Medical technology brands are facing the same challenges pharma brands do these days. Forty-five percent of healthcare professionals (HCPs) expect few in-person interactions with sales reps. To compensate for lower in-person visits, MedTech companies are turning to digital marketing.

In fact, about one in five of the 100 brands surveyed by McKinsey & Company had redirected at least 50 percent of their marketing budget to digital marketing in 2020.

As 2022 draws near, let’s take a look at where medical technology marketers should focusing their media budget.

 

Email

Email generates $42 for every $1 spent, driving a 4200% return on investment. Though it may not be suitable for lead generation, it should be used to nurture those who have consented to receive communications from you.

Drip campaigns to HCPs should be built to elevate interest to a point where a request for a sales call is made. It can sometimes take 5-7 messages to achieve a conversion, so you’ll want to plan to include value drivers (reports, datasheets, etc.) to build that interest.

Email is perfect for retargeting leads and current customers with new product launches, updates, and healthcare industry news.

 

Social

Social media marketing (SMM) should be viewed as a community builder but can be used to drive website traffic as well. An effective social media strategy engages prospects and customers while building brand equity. The primary goal for this channel is to build trust through relevant shared content, healthcare insights, and occasional offers.

Social helps to humanize your brand so it’s important to not treat SMM as an outbound sales tool. Instead build community by interacting with followers and be vigilant at responding to comments (positively) and providing customer support when necessary.

 

Advertising

Online advertising should have two primary objectives: lead generation and retargeting. Ads should be created for targeting top-of-funnel and bottom-of-funnel audiences.

Synergy between ads and your landing pages has to be tight. Landing pages (more on them later) should instantly support the messaging of your ads in the minds of your target audience.

Focus on lead quality here, not volume of leads. Rather than reaching the most people, make sure you’re putting focus into reaching the right people.

(Don’t ignore print advertising. Hard-copy medical journals remain an effective, viable media to reach busy HCPs.)

 

Website

Your website should serve as the central hub for all of your digital marketing. It needs to be highly interactive rather than simply an online brochure with a bullet list of technical details about your medical technology.

Focus on navigation and site architecture to build the best user experience. Search engines reward sites that drive engagement so it’s important to make sure content moves visitors along a logical customer journey that keeps them on your site.

Mobile optimization is critical from a search engine standpoint as well. Google has been building a mobile-first search results strategy for years. Remember that HCPs may often access your site on their mobile devices as they fit research in during busy days.

 

Landing Pages

Next year will be the time to focus on conversion rate optimization (CRO) for your landing pages. As face-to-face meetings become less frequent, it’s your digital conversions that will drive HCPs toward adopting your technology.

Whether the goal is scheduling an appointment or downloading a spec sheet, landing pages should serve a single objective.

Finally, landing page downloads should be premium, value-driven assets such as whitepapers, eBooks, reports, etc. that demonstrate your product’s value and brand expertise.

 

Using these five marketing strategies, medical technology brands can ramp up their digital marketing performance and offset a lack of in-person opportunities to meet with HCPs in 2022.

 

Interested in more tips to planning an effective marketing strategy to reach HCPs? Follow our blog page for more relevant insights.

 

Article Written by: Alex Brown