For medical device and medtech companies, having a strong digital presence can support business objectives, such as increasing brand awareness and generating leads. It also helps build brand credibility and trust, something we covered in our previous article, From Awareness to Advocacy: Fostering Trust in Marketing Women’s Health Brands.
More decision-makers are using online resources to research products and services, so it’s important to be where your potential customers are. A digital presence that encompasses different channels means you’ll be able to effectively convey your brand message to the right audience.
Your medtech website, social media properties, and paid digital marketing activities all offer different advantages. Consider your website as the hub — it’s where potential customers will eventually find themselves if they want to learn more about your medtech brand. Your social media properties are extensions of this core hub, while paid digital advertising is your calling card to potential interested parties.
Keep reading to learn our tips on how to create a strategic digital presence for your medtech brand!
Marketing Tip #1: Optimize Your MedTech Website and SEO Strategy
A well-designed site conveys professionalism and reliability, crucial aspects for any brand in the healthcare industry. A medtech website that looks outdated or poorly maintained doesn’t offer a positive first impression. Older website designs often focus too heavily on text and jargon, which can be intimidating to visitors. Instead, include high-quality visuals and multimedia on the home page, which can immediately engage visitors the moment they visit your website.
Another part of optimizing your medtech website is making sure pages load quickly and checking website performance on a regular basis. If you see a high bounce rate, for example, it may be due to a number of factors, such as long loading times, which can be frustrating for visitors. Another factor is your digital advertising campaigns. If the landing page isn’t what the user was expecting when they clicked on your ad, they may leave the page quickly, leading to a higher bounce rate.
A key part of optimizing your medtech website is to conduct keyword research which will inform your SEO strategy. Not only do healthcare marketers need to ensure their SEO strategy is up to date, but they also have to implement it thoughtfully across the entire website. This includes checking that written content features relevant keywords without resorting to keyword stuffing and other “spammy” keyword practices. One way to authentically add more keywords to your website is by having a consistently updated blog where you can share relevant medtech articles and insights with visitors. As a bonus, providing high-quality, educational content establishes your medtech brand as a thought leader, which also helps to build consumer trust.
Quick medtech website checklist:
- Conduct a website audit yourself or partner with a healthcare digital marketing agency that can do one for you. The audit pinpoints specific locations on your site that require immediate attention.
- Ensure your pages take around 1-3 seconds to load. Any longer and you risk having a higher bounce rate!
- Optimize your website for both desktop and mobile users.
- Add a blog to your website where you can share new content on a consistent basis.
Marketing Tip #2: Share Engaging Organic Social Media Content
Social media can be an effective way to build brand awareness, engage with potential customers, and move them further down the marketing funnel toward having a conversation with your sales team. These public platforms allow healthcare marketers to engage with their audience, which can help inform future content you want to share about your medtech brand.
For many medtech brands on social media, a core piece of the content mix is posts about the products or services they offer. This type of content is relevant to potential customers — yet we don’t recommend only sharing promotional content like this. An overly “salesy” social media feed will not get much engagement.
Instead, develop a strategic social media content mix that drives towards different goals. For example, promotional/branded posts that are targeted towards potential customers, culture-related posts geared towards engaging current and potential talent, and insight-driven non-branded content that positions the brand as an expert.
Quick medtech social media checklist:
- Develop or partner with a healthcare marketing agency that can create engaging social media content that appeals to your target audience.
- Create a social media content mix using a variety of different engaging formats, such as videos, infographics, photography, and more.
- Conduct frequent performance reviews to look at key performance indicators (KPIs) such as impressions/views, engagement rates, and clicks.
- Use social media as a communication tool to foster relationships with your audience and build an engaged online community.
Marketing Tip #3: Launch Targeted Digital Advertising Campaigns
As the famous quote from The Lost World: Jurassic Park goes, “You don’t bring people halfway around the world to visit a zoo. You bring the zoo to them.”
With the website as your main hub and your social media properties as extensions of this hub, how do you get potential customers to learn more about your brand if they’re not aware of you in the first place? The answer is paid digital marketing. In other words, bring your medtech solutions directly to your audience.
Digital ad campaigns can put medtech brands directly in front of their ideal customer. Social media buying strategies get your brand and messaging in front of the right audience at the right time and across the right channels.
A thoughtful approach to digital media buying gives healthcare marketers the opportunity to implement precise targeting, and ensures your marketing efforts are not just cost-effective, but also impactful for the right audience.
Quick medtech digital advertising checklist:
- Define the goals and target audience you want to reach. Developing your digital ads will be more straightforward with these two things in mind!
- Research the channels you want to advertise on and learn the best practices.
- Design visually appealing, relevant ads that clearly convey your message and value proposition.
- Personalize your digital ad campaigns. Tailor the marketing message to fit the audience segment you’re trying to reach.
Be Strategic With Your MedTech Digital Marketing Program
Building a strategic digital presence for your medtech brand ultimately comes down to understanding the goals you want to achieve and exploring the digital channels that will help you do so.
We covered websites, social media, and media buying, but there are other routes to consider as well, including SEM (search engine marketing), influencer marketing, email marketing, and many other digital strategies.
For healthcare marketers who have worked in more traditional marketing spaces, making the jump to digital advertising can be daunting, especially if you don’t know where to start or what digital marketing activities will make the best use of your budget. We’re here to help! Click below to schedule a consultation with one of our healthcare marketing experts.
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