ARTICLE | July 4, 2022
Marketing Devices to Endocrinology Practices: Top Tips for Success
Endocrinology is a growing market. As rates of diabetes, infertility, thyroid diseases, and other endocrine disorders rise, endocrinologists require more help than ever to meet the needs of their increasing patient base.
Here are some ways to effectively market to endocrinology practices and start seeing real revenue.
Define Your Ideal Buyer’s Needs
It’s impossible to market to an endocrinology practice without first understanding your target buyer’s needs. You must understand the challenges they face and how you will address these problems. For example, the increase in the number of children and adolescents with obesity has correlated to a sharp increase in pediatric and adolescent cases of type 2 diabetes versus type 2 mainly presenting in older adults in years past. Therefore, some endocrinologists struggle with how to effectively treat a much younger type 2 diabetic patient. So many conventional approaches and treatments are tailored to said older populations. Understanding this particular situation will help you position your product as a way to rectify the need, while helping you uncover those practices striving for answers and new methodologies of treatment.
Create Focused Content on the Right Channels
Once you’ve narrowed down the type of endocrinology practice you want to target, find the most effective way to get content in front of them. Target channels that endocrinologists use. For example, endocrinology journals are ideal for advertising to this audience.
Use Evidence-Based Marketing to Sell Features
To be competitive, your marketing should highlight product features through data and evidence. How does your product perform? How will its features drive optimal outcomes? A continuous glucose monitor might have exciting features to track blood sugar. But focusing on how it provides more accurate readings that directly reduce the risk of a misdiagnosis will resonate with endocrinologists.
Evidence-based marketing relies heavily on studies, research and data. Backing up product claims with concrete evidence helps you add credibility and become a reliable resource for endocrinologists. As most healthcare organizations look for quantifiable reasons to buy, evidence-based marketing is ideal for appealing to those who either influence or make the buying decision.
Be Flexible with Your Strategy
The COVID-19 outbreak provided marketers with a valuable lesson – be flexible. When the pandemic prevented sales teams from in-person appointments, those who adapted and altered their strategies continued to thrive.
While your goals don’t need to change, your engagement strategy during shifting times should. Many healthcare providers continue to prefer virtual and web touchpoints, while others remain open to customary physical meetings. In fact, one study found that doctors preferred the flexibility to have in-person and/or virtual meetings even without the risk of the pandemic. Thus, your strategy should include digital tactics such as email, digital patient education resources and social media platforms as well as traditional outreach.
Endocrinologists face rising numbers of patients with new or escalated conditions. Understanding their needs, focusing your content, using evidence, and staying adaptable will go a long way in establishing you as a valued partner and preferred vendor.
Looking to create stronger relationships with healthcare professionals? Check out our market intelligence library to find out where HCPs do research, how to engage with them and more.
Article Written by: Alex Brown