On my site’s SnapEngage (which I strongly recommend you put on your site), I just got this question and thought it worth sharing.
“Hey Joe, I have a job interview at a company that produces medical devices. I applied for a marketing job, I have worked in the automotive sector so far. What is the dominant marketing tool in the medical equipment industry? I would really appreciate a reply!”
Here’s my reply.
I wrote, “I would say inbound marketing just as it is with every other industry these days.”
Visitor 1: For real?
Joe Hage: for real
Joe Hage: what alternative do you suggest?
Visitor 1: I thought that you would have to do more seminars and show doctors how your machine works and what differentiates your machine form others…
Visitor 1: so basically educate them about your product
Joe Hage: in-person demos are absolutely important
Visitor 1: I thought blogging and the like would be too superficial…
Joe Hage: no, think of it this way
Joe Hage: when the doctor wants information
Joe Hage: where will s/he go?
Visitor 1: I guess he would talk to colleagues
Visitor 1: find out what is “hot” on the market
Joe Hage: word of mouth, yes
Joe Hage: excellent
Joe Hage: but as a medical device manufacturer
Joe Hage: how would you affect that influencer?
Joe Hage: where would the colleague go?
Visitor 1: Most likely the Internet…
Joe Hage: yes
Joe Hage: and probably start with a search, yes?
Visitor 1: true that
Visitor 1: Or contact a sales representative he trusts
Joe Hage: also good
Joe Hage: ok, so, when they type in the term of interest
Joe Hage: what will they find?
Joe Hage: that’s where inbound marketing comes into play. Watch this 2.5-minute video.
Visitor 1: [Visitor page reloaded. New URL: https://medicalmarcom.wpengine.com/services/ ]
Visitor 1: ok
Visitor 1: Hmmm, interesting
Joe Hage: so, for real?
Visitor 1: Yep. I got your point. Well, on top of inbound marketing what are other often used marketing tools?
At this point, my new friend downloaded my ebook, thereby joining my subscriber base.
Visitor 1: [Visitor page reloaded. New URL: https://medicalmarcom.wpengine.com/medical-device-marketing-ideas/ ]
Visitor 1: [Visitor page reloaded. New URL: /?awt_m=1bv97zSUC8c&]
Joe Hage: There’s still a role for traditional media: Print, trade shows, editorials, brochures, telemarketing, etc.
Joe Hage: You can complement these with webinars and other electronically delivered media; videos, social media to amplify your message, etc.
Visitor 1: Cool! Thanks for the ideas! My last job was pricing and product positioning so marketing was not my field… Thanks for the help!
Joe Hage: My pleasure. Write back to tell me you got the job!
Visitor 1: I will!
Visitor 1: [Visitor disconnected from chat (18 min)]
Postscript: Seriously, get SnapEngage. I can’t recommend it more fervently.