Blog Category: Integrated Media

Medical Device Marketing Tips for 2021

Doctors and nurses are busy people. Even before COVID-19, back when you could chase them down the hall or catch them in an elevator, it was hard to get their attention. Now that we’re all virtual the challenge is even bigger. But you can’t let that stop you. It’s time to get creative.

Good salespeople solve problems

It’s never been harder to work in a hospital. So many processes and systems were reinvented in days or weeks. And many hospitals are facing major staffing shortages. Doctors and nurses are exhausted.

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Build Trust in Online Communities. A Healthcare Marketing Strategy.

The internet has enabled us to find like-minded people, no matter how obscure our interests. The same goes for the very people you’re marketing to in healthcare.

Patients and physicians, administrators, and insurers organize themselves into communities where they can share, engage, and interact. If you can create one of these communities with your marketing, you can attract the right people and earn their trust. It might take a change in strategy.

Here’s why it’s worth it–and what you can do to get started today.

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Step 1 – Bring all of your important content to life

You already have great content in the form of approved product brochures, sales aids or presentation slides that are ready to be shared. Now is the time to take this content and render it for online consumption. We don’t mean a PDF of your brochure – nobody will read that. Instead, tell a visual story by making the content engaging and easy to digest.

  • Add animation to your graphs and charts
  • Add thought-provoking visual elements
  • Reduce copy and long paragraphs
  • Break it down in easy-to-digest sections

Step 2 – Leverage social media channels

In this new reality of limited personal contact, social media is our best friend. It keeps us connected and informed. And it’s where your customer’s eyeballs are looking. Help your brand and message stay relevant by being a part of the conversation. The key is to share content that is short, interesting and relevant in the value it brings. Consider the following:

  • Monitor the news for appropriate post frequency & timing
  • Select the best mix of SM channels for your audience
  • Segment your message based on the audience interest
  • Employ short video stories and animated vignettes
  • Coordinate with your staff & partners to repost and share

Step 3 – Fast-track your training & education 

Once the initial shock of the pandemic settles, leaders will be looking for ways to keep their teams engaged. This will be true for non-essential clinical personnel as well as industry representatives. What better way to keep your team sharp and motivated than to offer engaging ways to improve their skills or earn CME credits.



  • Repurpose training content for webinar settings
  • Use digital tools for virtual in-servicing
  • Record all sessions to extend interaction longevity
  • Build an e-learning library

Keep Calm and Grow

These are disruptive times, but great challenges have the power to bring us together. We are here to help. Contact us for more new and innovative approaches on brand growth in the age of a pandemic.

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Mobile devices give us the power to text friends, check the stock market, and schedule a ride across town – sometimes all at once!

This technology has revolutionized the way we communicate and engage with the world, and the same goes for healthcare marketing and communications. Marketers who embrace this fact put themselves in the best position to develop meaningful relationships with their audiences – whether they’re healthcare professionals, everyday people, or a combination of the two.

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The healthcare marketing world is full of bright and shiny objects. Whether it’s the latest and greatest tool, media platform, or way to engage an audience, each day brings us more possibilities than ever before.

2019 makes for an exciting time to be a healthcare marketer. But it’s not without its challenges. Because our energies and budgets are limited, we simply can’t chase every bright and shiny object that comes along. If we try, we’ll spread ourselves and our budgets too thin, and struggle to get positive results. Not to mention pouring precious resources into tools and tactics that may turn out to be counterproductive.

So two questions arise:

How can we adapt to the ever-changing healthcare marketing world in a way that’s effective and sustainable?

How can we separate healthcare marketing strategies that win (and will keep winning) from those that will become obsolete in a matter of months?

Let’s talk about some key healthcare marketing trends for 2019 that are here to stay. We’ll break them down one by one and make a case for why they deserve consideration in your long-term strategy.

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In the healthcare world, every day brings new technological marvels. Some of the latest innovations include an artificial pancreas, Apple’s top-secret research on noninvasive diabetes monitoring, and a wearable device that stimulates a specific part of the brain to help people lose weight.

It feels like a sci-fi novel has become our reality. These technologies bring with them the potential to revolutionize the health of millions.

But with those incredible opportunities comes a challenge. It’s up to marketers not to just understand these complex technologies, but to translate them into terms others can easily appreciate. If patients or healthcare professionals can’t grasp the tangible benefits, it’s tough to convince them to embrace the technology.

This goes whether you’re trying to connect with healthcare professionals using the technology in their day-to-day work, or the public who will use the technology (like wearables) themselves.

Let’s talk about how to do it now!

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