How to Market Medical Devices to Increase Revenue
Raise your hand if you’ve ever needed one of the following: general surgery, minimally invasive surgery, diagnostic imaging, wound management, diabetes care, or a device related to dental, ophthalmic, cardiovascular, or orthopedic care. By the time we hit that midlife stride, it’s more than likely we’ve acquired glasses, had an x-ray, or gotten a broken bone repaired. Cause our bodies kind of take a beating.
These broad, sweeping categories are all part of the medical device market, and it’s a freaking beast of an industry. Growth of this market is expected to reach $657.98 billion by 2028, up from $455.34 billion in 2021. That prediction means that more and more people will be relying on healthcare systems, making the conditions ideal for medical marketing designed to increase revenue. But with more competition than ever trying to get a piece of the pie, you’ll need to up your game in order to stand out from the crowd. Here are the top strategies for medical device marketing.
Expand Your Reach with SEO
First things first: your SEO MUST be optimized before anything working on anything else. Creating a strategy to reach your target audience will include everything from speeding up page loading times to implementing voice searches. Google knows people are scouring the internet looking for information and answers, so you need to play nice with the search engine and play into the algorithm with medical marketing best practices. Optimizing SEO through key words and phrases will help boost your website’s traffic and capture more leads.
Focus on Your Buyers
Once your target audience has found your SEO-optimized website, they need to understand what you’re offering and why it’s unique/awesome/perfect for them. Your market research must determine not only who your buyers are, but also what they need, why they need it, and when it needs to be ready. And then your website design should cater to each of those needs. Creating buyer personas will help you figure out how to attract prospective buyers, as well as retain current clients. Help make the buyer experience a positive one by curating medical marketing content that directly addresses their demographics, habits, and pain points.
Utilize Different Channels
Directing buyers to your website is a solid first step, but it’s not the only way they are going to find you. Utilizing a variety of channels in your medical device marketing helps provide a more diverse portfolio, thereby widening your reach. Some of the best ways to help increase revenue include having active social media platforms, regular blog posts, and opting for some paid media advertising. Depending on what types of medical devices you are trying to market, these efforts could include options like pay-per-click ads, YouTube videos, online FAQs, and even TikTok influencers.
Create and Maintain Industry Relationships
Ok, your target audience has found you, they like what they see, and they are ready to buy. So your work is done? Not quite. Buyers can be fickle, and loyalty doesn’t always have a place in business. Your branding needs to be valuable and relevant in order to prevent customers from jumping ship and swimming to a competitor. Once an industry relationship has been established, maintain it through:
- Frequent communication
- Quality control and improvement
- Anticipating future needs
- Creating buyer profiles
- Remaining visible and available
Nurture Leads with the Right Marketing
The goal of all these medical device marketing steps is to generate leads and then nurture them, because leads turn into customers. Think of lead nurturing like a series of progressive dates with a person you really like: you need to offer information, provide support, create a sense of joy, and make the journey enjoyable. Thus, your marketing must include plenty of wining and dining, with a dozen roses on top. Share relevant links, use insight from your sales team, keep them informed of industry trends or changes, and ensure your leads feel valued.
Not sure where to start? That’s ok, we do. As a full-service marketing agency, Jacob Tyler has the knowledge and experience needed to elevate your medical device marketing and boost your revenue. We’ll help you find the strategies that promote your band, expand your reach, and drive growth.