Blog Category: Technology

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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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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Healthcare marketing is full of excitement these days. With so many digital tools and platforms available–and new ones popping up every day–there are more ways than ever to communicate with your target audience.

As always, the challenge is to get the right message to the right people, at the right time. But the sheer number of options out there have made this more complex.

This trend will only continue as we grow more comfortable with digital interactions. By 2020, we’ll manage a whopping 85 percent of our relationships without talking to a single human!

People expect convenience, responsiveness, and, most importantly, choice. They want to communicate with businesses however and whenever they wish.

The solution, then, is to meet those expectations by opening multiple communication channels.

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More people than ever are researching health issues–and making buying decisions based on that research–online. This goes for typical hospital patients, to medical professionals and sophisticated corporate clients.

Savvy healthcare marketers have recognized the need to adapt their approach. But, as more of them go digital in response to customer demands, many overlook a key element: landing pages.

What are landing pages? Why do they matter? And most importantly, how can you make them work for you?

Keep reading to find out!

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