When it comes to selling medical devices, you must have a strategic plan on how to market them in a way that appeals to your intended buyers. In this highly competitive market, it takes more than using technical jargon to generate interest and gain qualified leads.
Lead generation can be fairly straightforward or more difficult depending on the industry. For the medical device field, this process is generally more extensive and requires tight collaboration between sales and marketing efforts. With medical devices and their wide range of technicalities, ranging from general to super complex this can have a direct impact on your lead generation. The purpose of your marketing should be to not only inform and introduce your product to your target audience, but also compliment your sales efforts in order to maximize your leads and overall opportunities. This creates a more efficient process to make sure you’re not wasting your time on prospects who are not ready to buy or don’t have the appropriate budget.
Making Sure Your Opportunities Stick
With advances in medical science and technology along with an increased aging population, the need for innovative medical devices is greater than ever. For medical device manufacturers this is good news, as the demand for their machines and devices will only continue to increase. However, this also means competition will also continue to rise making it tougher than ever to stand out amongst competitors. Figuring out how to differentiate oneself in the medical device field is critical for success, and ultimately requires ditching traditional marketing strategies for more creative and innovative solutions. We’ve broken down our top tips to help you redefine and enhance your medical marketing lead generation.
1.Define Your Target Audience
You can’t sell a device if you don’t understand who you’re trying to sell it to, and how to reach them. Lack of knowledge regarding your audience or potential customers is often the biggest mistake that many medical device manufactures make when it comes to marketing their products as this can result in wasted time, money, and resources. Whether it be medical balloons, ventilators, or diagnostic machines the medical device field is vast, and in order to be successful you must get as targeted as possible. Effective medical device lead generation means reaching the right prospects at the right time with the right message to start the conversation.
In order to accomplish this, you must know and understand your target audience and their problems in order to be able to provide the best solution to their needs. This is why market research is crucial in order to execute a successful marketing plan. Your market research should also include doing a deep analysis into your competition, to understand their marketing tactics and find ways to reach your desired customers where your competitors aren’t.
Defining your target audience, will greatly enhance your lead generation by giving you tips on how to nurture and build rapport with potential prospects to increase your chances of making a sale.
2. Optimize Your Website
Another key component to enhancing your medical device lead generation is making sure your website is optimized. Today it is estimated that search engines drive 93% of all website traffic, so it is imperative that your targeted customer can find you on the web.
How do you make sure that happens? It’s a combination of SEO efforts, but the most important is making sure your landing pages on your site are optimized with your targeted keywords and are tailored to your intended audience. Your landing pages should speak to your ideal prospects and be designed to develop more leads with eye-catching design, and informative content. You can also generate interest by incorporating call to actions with free downloadable content such as: PDF’s and e-books in exchange for their contact information.
With intentional design that aligns with your corporate branding, blog writing and purpose driven content writing you can create effective landing pages that are design to generate and convert more leads.
3.Create Your Brand Identity
Establishing a strong brand authority in the medical device field is possibly one of the most vital pieces to generating more leads. In this progressive competitive field where there are hundreds of options to choose from depending on your niche, it's crucial to build a brand that not only stands out amongst your competitors but really speaks to your target audience. Your brand should be thought of your company’s store front as this serves as the first thing your customers think of when thinking about the product or medical device that you make. It’s important that it communicates all of your business values and also provides the solutions to all of your customer’s needs.
Building brand awareness in the medical device field can often be difficult due to lack of creativity and originality. This is why it is important to use a multi-channel marketing approach such as social media marketing, email campaigns, videos and graphics that accurately showcase your brand in a way that captures your target audience’s attention and generates more leads.
4.Build Engagement Through Social Media
Social media marketing is perhaps the quickest and cheapest way to reach to potential prospects and enhance your medical device lead generation. In this day and age no matter what generation, gender or industry everyone has a presence on social media. A common mistake that many medical device companies make is underestimating the power of social media marketing because they think it’s not relevant for their audience. In fact, it’s estimated that there are 55 million companies on LinkedIn, and 96% of B2B content marketers use LinkedIn for organic social marketing.
Using social media is a great way to increase your brand awareness and get extremely targeted with your outreach and engagement. Once your audience becomes more familiar with your brand, they are more likely to visit your website and convert to a lead.
5. Use Targeted PPC ads and Develop a SEO Strategy
Digital advertising is the most common tool that is used for medical device lead generation and can be the final complimentary touch to all of your other digital strategies. Long-term your SEO is what's really going to drive your business by enhancing your online digital presence but unfortunately, SEO is a marathon not a sprint. Sometimes you have to start from ground zero which is where PPC (pay-per-click) really comes into play.
Paid advertising allows you to use targeted keywords to get in front of potential customers who are searching for your product on the web immediately. This helps drive more traffic to your website, which is why it is important to make sure you have optimized landing pages with CTA’s to enhance your user’s experience and generate more leads. It’s important that your messaging is crystal clear to your target audience, to help build your brand authority and establish trust between you and your customers.
Partner With An Agency Who Can Give You Qualified Leads
We are the medical device lead generation experts who understand what it takes to stand out in this cutthroat field and how to generate real results that you want. Our experienced developers, SEO specialists, designers and strategists create customized marketing strategies that are tailored to your medical device company. We help companies all around the globe drive leads through extensive market research, targeted landing pages, effective branding, social media marketing and PPC advertising.
Choose a marketing firm who understands your industry and can get your brand in front of qualified leads who are ready to convert.