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19th August 2020

7 Winning Tactics For MedTech Marketers

The medical technology industry remains a unique branch of the medical world. The global medtech industry includes companies that help in disease prevention and diagnosis. You’ll also find medtech companies in the areas of orthopaedics, cardiology, and diagnostic imaging.

One way to demonstrate your medtech expertise is by using a medtech copywriting service. It is now imperative for health service providers, doctors and caregivers in the medical field to have an online presence, as 72% of internet users search for health information or medical-related content online. Professionals in the medical field must become active in the digital space or they run the risk of losing recognition. Social media channels and websites and apps such as YouTube are platforms to promote personal or corporate brands and to increase sales of medical information.

Like other digital brands, medical technology marketers must understand their target audience, how they want to be engaged and where they want you to reach them. They must discover the most profitable channels to present their content, and liaise with industry influencers if there are any. Though the content marketing rule is the same across all industries, medtech is, however, a few years behind the rest of the online marketing world.

Medtech marketers need to develop user personas that are engaging and trigger buyer emissions, across all marketing channels. They need to utilise medtech copywriting to enlighten consumers on how this benefits them. This is because consumers don’t just buy a product without an emotional connection. However, here is a list of seven tactics any medtech marketers can use for successful product marketing.

1. Curate Customer and Professional Testimonials

You can use positive reviews of satisfied patients or professionals in the field who have used your products or services to draw leads. You can list these either on your website, landing page, or social media platform. Listing reviews from professionals or users will show new patients that your products are worthwhile and will solve their problems.

You can also focus on thought leaders in the health community to influence your leads and convert them to paying customers. One way you can also get success as a medtech professional is to present these testimonials in video format, as visual content is known to convert more leads than written posts.

2. Focus on The Future

It's only natural that young medical students are always keen to learn more and improve their knowledge. One idea could be to launch a peer-to-peer counselling campaigns by presenting medical educators at medical school with your content which they can pass this information to their students in the classroom. It then becomes very convenient for the students to use these technologies after graduating from medical college. This type of marketing is highly effective, as the target audience will be more interested in your products as it is coming from a validated source of knowledge.

3. Feature in Leading Medical Publications

One of the ways medical professionals stay abreast of new developments in their field is by attending professional events or reading online publications. You should publish your content in medical journals that have both digital and print versions, as this will ensure your content is seen by professionals who need this information. This marketing approach might come with a huge cost, but it has proven to be of immense value as published articles always find wide acceptance from the general public.

4. Present at Trade Shows and Professional Events

Medical trade shows are great opportunities for professionals in the medical field to stay relevant and keep abreast of the latest innovations and breakthroughs. It is the platform where they will learn about your medtech, which is why it is important that you attend these events to get the necessary awareness for your product. You don’t want to miss these events as that's where you will meet the people who will decide the scalability of your product. There are endless marketing opportunities from attending trade shows, so you need to decide which is the best for your product marketing.

5. Use Social Media

Social media remains the top communication tool in the world across all industries and professions. It takes less than 20 seconds to share a tweet, and about the same time to upload a video on Instagram. Medical professionals can spare a few minutes in their busy schedule to share their product benefits on these platforms and can get millions of people to engage with their content in minutes. There also channels designed specifically for medical professionals to connect, network and consult for health services. You can use the opportunities these platforms offer to share your products with colleagues, medical influencers and other persons on the medical supply chain.

6. Forge Partnerships

Medical associations have a significant influence over practitioners and patients, as they are held in high esteem because of their long-term credibility. These associations have databases of product end-users who can become your customers. Partnering with them will be the smartest marketing move you can make, as they will offer long-term and extensive reach for your products.

7. Create Patient Communities

Most content creators in other professions have a strong end-user community. You can also replicate this tactic for your medtech marketing through blog posts, newsletters, YouTube videos and even other medtech copywriting examples. Providing valuable content for a defined audience around your solution will help leads and end-users learn about your product offering, latest medical trends, and tips for healthy living. These patients can, in turn, share your content with medical professionals, and get the best advice for better living.

The medical industry faces a lot of regulatory issues, which slows marketing ability; the time to make research, develop products and pass them for quality control makes the field a bit different from the regular B2B tactics. Furthermore, professionals in the medical field need extra time to evaluate new products and their fit for usage, as such medtech must tweak their tactics to fit the unique attributes of their field. But follow these seven tips, and you’ll find that your medtech copywriting will start to get noticed.

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