Medical device companies are beginning to realize that digital marketing offers a remarkable opportunity to engage their core audiences. While traditional marketing methods primarily focused on in-person interactions with HCPs, thanks to the widespread popularity of digital marketing channels, MedTech companies can now market to doctors and patients on a much broader scale. SEO-driven content marketing is at the core of this new era of MedTech marketing.
While marketers often consider content marketing and SEO as two distinct strategies independent of each other, they are actually closely interconnected and go hand in hand to help elevate your marketing performance. Simply put, SEO without high-quality content will likely disappoint, making engaging, valuable content a prerequisite if you want to improve your rankings.
Build A Comprehensive SEO Strategy
According to Hubspot's newly-released 2022 State of Inbound Marketing Trends, SEO is one of the most effective channels for acquiring new customers and will continue to play a critical role.
The statistics below further demonstrate why MedTech companies should focus on SEO to increase ROI on their marketing dollars.
SEO can help MedTech marketers reach HCPs and patients and drive traffic to company websites or landing pages. Here are some of our SEO best practices to help increase your reach.
Create buyer personas
How many different buyer groups are within your target audience? If you cannot answer this question off the bat, chances are you have not created buyer personas. But what are personas?
Think of the term "persona" as a representation of a typical ideal customer in your broader target audience. So, for instance, if your company manufactures knee joint replacement prostheses, your target audience may include orthopedic surgeons, hospital executives, and indirectly even patients needing knee replacement surgeries.
It is critical to create different personas for each of these groups. Realize that each group has different motivations, challenges, and objectives relative to your device. Develop buyer personas for each, and dig deep to understand the unique characteristics of each group.
Target the right keywords
Once you have developed your personas, use this information to build your SEO strategy. For instance, identify relevant keywords orthopedic surgeons would be typing in when looking for new, innovative prostheses. Then, compile another list of keywords to target based on the questions patients would ask to learn more about your device.
Use tools like Google's Keyword Planner and SEMRush when building your list of keywords. Look for high-volume, low-competition keywords with low SEO difficulty.
Whether you want to drive organic traffic to your website, invest in Pay-Per-Click (PPC) advertising, or both, targeting keywords with a higher degree of specificity is more likely to deliver the desired results. For instance, if you manufacture insulin pumps, instead of targeting the term "insulin pumps," use phrases like "best insulin pumps for diabetic seniors." These long tail keywords are more specific, drive high-quality traffic to your site and lead to more conversions.
Drive traffic to relevant landing pages
Don't forget that grabbing your audience's attention is only part of SEO's objective. The next step is to direct your visitors to engaging landing pages. Once again, refer back to your personas and build audience-specific landing pages. For instance, have a landing page for doctors and one for patients. Keep your landing pages simple, functional, and easy to navigate. And finally, make sure you have a strong call-to-action (CTA), making it clear what action you want your visitors to take while on your site.
Create a content marketing strategy
Now that you have developed your SEO strategy, buyer personas, and list of keywords, let's move on to creating high-quality content. First, understand that without content, search engines do not have enough information to index your pages. As a medical device company, you should create content that HCPs, surgeons, and other healthcare professionals resonate with. Aim to create authentic, educational, interactive, engaging, and tailored content to attract your ideal buyers and drive traffic to your website.
What type of content should you consider? The most common types of content are blogs, social media posts, infographics, videos, and paid ads. However, depending on your brand and your audience, any combination of these may be part of your strategy.
Follow these steps to create a successful content strategy:
1. Keep search engines in mind
Search engines want to deliver valuable and relevant search results in response to user queries. So keep search engines in mind as you formulate your strategy. Although you should never write solely to please the AI, you should use the tools available to understand the types of content search engines value the most.
2. Produce consistent, high-quality content
Have realistic expectations when developing your strategy. While content marketing is effective, it takes time to build momentum. Creating consistent, high-quality content that beats your competition by being more valuable, engaging, or relevant will yield high digital engagement.
Does your audience respond well to videos? Do they prefer written content such as blog posts, white papers, or ebooks? Monitor engagement on your social posts, page views on your blog posts, or the number of likes on YouTube videos to gauge the performance of your content. Perform regular content audits to ensure you get the desired results.
3. Optimize your content for mobile
According to 2022 figures, Google processes over 3.5 billion searches daily or 1.2 trillion searches annually. Mobile optimization is becoming increasingly important as most searches are now performed on mobile phones rather than desktops (54.86%).
This is the reason why all your web content should be responsive and optimized for mobile, desktop, and tablet views. With only about 13% of websites retaining their ranking position for a particular search across different devices (Semrush, 2019), the opportunity for MedTech marketers is to optimize their content for mobile and guard their mobile rankings.
What's the bottom line?
SEO-driven content marketing allows medical device marketers to accomplish multiple marketing objectives simultaneously. For example, you can use it to boost conversions, educate surgeons about your latest medical device, establish yourself as an authority in your space, build a relationship with your audience and create a sense of community around your brand.
Commit to creating regular content that provides high value to your ideal customers and a reason for your audience to pay attention to what you have to say. Then, take it a step further, work with an industry expert to help you create a customer journey that turns visitors into fans of your content and brand.
Do you need support building an SEO-driven content marketing strategy to improve ROI on your marketing dollars? Schedule a Free Discovery Call with one of our marketing strategists!