Face it. You’re out of control.

2 min reading time

You have the best medical sales team in the industry. Your medical device has proven advantages versus the competition. Your marketing collateral is professional-looking and easy to read.

But the one thing that really matters is completely out of your control.

Customer Engagement, the degree and depth of a customer’s interaction with your brand against a clearly defined set of goals, eludes you.

Yes, the best medical device marketing will help promote customer engagement. When marketing a medical device, marketers can:

• Create awareness about the medical device, its features and benefits
• Demonstrate why the medical device deserves the prospect’s consideration
• Accept an inquiry
• Accept a purchase
• Deliver continuous value to retain the customer

But the customer will take the bait only when he or she is ready.

There’s nothing you can realistically do to expedite his timetable.

You can get his email address and add him to your email marketing list, let him know about your promotions, maybe even phone the office.

Sorry, no amount of effective medical marketing is going to create an order for a $25,000 cardiac stress system.

Either the hospital has the equipment or it doesn’t. Either their treadmills need replacing or they don’t.

So what can you do?

Stand Guard and Be Ready When He’s Ready.

When he’s ready to consider a medical device, he’s going to do some online research. He’ll google “stress test equipment” or google your company name. What will he find when he does?

• Will you show up on Google’s first page?
  • If not organically (you have the most relevant content), by paying for it?
• Will he go to your homepage and abandon before he finds what he needs?
  • Is your site easy to navigate?
  • Do you have landing pages?
• Will you provide all the relevant information? (See how this medical device marketer does it.)
  • Features and benefits
  • Images and videos
  • Downloadable PDFs: specification sheets, brochures, testimonials, white papers
  • Related accessories
  • Information about connectivity with HIT systems
  • Answers to frequently asked questions
• IMPORTANTLY, will he find a “short form” to request a quote, etc. (as seen to the right)?
  • Don’t make him go to your “Contact Us” page where you have a dozen qualifying questions waiting for him.

I firmly believe this kind of inbound marketing – where we react when the customer comes a’lookin is “where it’s at.” The sooner you accept you’re out of control, the sooner you can realign your medical device marketing behind inbound marketing.

Contact Medical Marcom to kick-start your inbound marketing. Or download the Medical Marcom eBook for related ideas.