The internet remains to be a lucrative channel when it comes to marketing medical devices and healthcare solutions.
Just like any product online, it relies on a specific set of strategies to make sure that you maximize your exposure.
In this guide, we take a look at several online tactics that you can use to amp up your game today.
The development of a robust content marketing strategy is absolutely vital in the medical devices and healthcare solutions industries. Due to the field being highly technical and affecting the lives of real people, expect your prospects to be doing their research.
Everyone from SaaS healthcare providers to supplement suppliers have adopted one form of content marketing or another. They understand that their market is doing its research, so the fight for better content has become competitive.
The healthcare industry requires that you take a personalized approach when it comes to your outreach. This means that whether you try to reach your prospects by email or social media platforms, it has to be customized to the person that you are targeting.
Account-based marketing works well with your online strategies because it allows you to tailor-fit your content exactly to the needs of your target.
This usually requires good research beforehand to determine the characteristics of your audience.
Take a look at your campaigns, if you find that you’ve been sending out general emails to your email lists, it’s time for a chance. Start by dividing up your lists into different customer personas and edit your material to fit their needs.
You’ll find that personalized outreach will have better engagement than general emails. Make sure that you throw everything into your CRM platform so that you can monitor your progress.
Boosting Your Search Engine Optimization (SEO)
Since it’s expected that your customers are doing their research, you’ve got to make sure that your website is on top.
Investing in SEO services is critical for companies who want to rank higher in search engine results pages.
You want your content to be the first thing a prospective customer sees when they search for a keyword that is related to your products or services.
Think of SEO optimization as lead generation. You want to get your customer to your website so that they can get into your pipeline.
Search optimizations might be costly in the beginning but the costs quickly pay for themselves when you’re able to rank for certain keywords that signify buyer intent.
There are several things that you can do with video:
- Conduct tutorials on how to use your products and solutions
- Publish training and seminars
- Cover health topics that your prospects could be interested in
- Launch an educational series, etc.
You can leverage the power of video in your content marketing strategy because it’s extremely versatile. You can add value while being engaging at the same time.
Gone are the days of relying solely on articles to drive visits to your site or boost your branding. Video is now quickly becoming a rising star because a lot of people prefer to watch a video instead of view an article.
YouTube has quickly become a search engine on its own right because of the number of people who depend on video for their content consumption. This only stresses how important video is becoming.
Get Social Proof Via Medical Professionals
Using social proof has always been an effective way to sell to prospects, and the way it works is simple.
People want to know if a solution works, so they’ll look for the opinions of other people.
However, you want to take it a step further, so instead of just posting the comments of previous customers, try to get a medical professional or someone influential in the field to vouch for your product.
These little endorsements pave the way to gain your prospects’ trust in your organization.
Even B2B companies are looking at thought leaders and industry captains to endorse their products because they know that these people have access to a following that listens to their opinions.
On the plus side, paying for an endorsement from a thought leader can – at times – be more affordable than paying for advertising.
Developing Good Landing Pages
Your content pages might be able to draw people’s attention, but you still need your landing pages to be able to convert your visitors effectively.
A good landing page should be able to get people to act on your offer.
This means that you need to optimize your call-to-action, personalize landing pages depending on visitor demographics, make sure that you have shorter forms to minimize barriers of entry, have a great design, and monitor a range of other factors.
Make sure that you take a good look at the landing pages that you have and optimize them for conversions. Try running a few A/B tests on your web properties and see what draws in more conversions.
B2B healthcare solutions usually involve longer sales cycles because budgets are set at the beginning of the year, and there are more decision-making units to go through. Plus, the medical field is known to be highly technical, so expect a lot of research to be done beforehand.
These sales cycles mean that if you don’t keep your lead interested or nurtured, there is a possibility that it can grow cold, and you could lose it along the way.
Implementing an online lead nurturing strategy while the prospect is in your pipeline is one way to protect your leads.
Regular emails that add value, content marketing, and even some ad retargeting on social media can go a long way in retaining your lead until they are ready to purchase from you.
In addition, consider automating some features of your lead nurturing campaign. This ensures that you don’t miss out on follow-ups and is a great way to be efficient with your marketing efforts.
A lot of these strategies can also be applied to other industries, but the main difference with the healthcare field is its technicalities and the sales cycles it entails. However, with proper planning, lead generation and lead nurturing, you can turn in good growth in the digital marketplace.