Medical device companies face an interesting challenge that virtually no other industry does: the devices you create must be fully approved and tested before you can even market them.
That means that today’s medical device manufacturers need to work hard to stay ahead of their competition while juggling various regulatory and compliance requirements.
So how do you do it? Let’s take a closer look:
Understand Your Audience and How You Are Uniquely Positioned to Help Them
It may sound like something you already know, but going through this foundational step will help you better hone in on who your audience really is, and how you’re uniquely positioned to help them. If it has been awhile since you did this basic marketing exercise, you may be surprised by how much has changed — especially as the increasing demands of Baby Boomers and the needs of Generation X are on the horizon.
Once you’ve narrowed down who your customers really are and how your device fits into their lives, it’s time to move onto the next step, so that you can stand out from your competition.
Discover Where Your Customers Are Along Their Journey
Customers (or the medical professionals buying your devices) don’t just come to your website or call you up, ready to buy. They actually go through a series of “stages” most commonly known as the buyer’s journey. These stages include:
- Awareness – The customer becomes aware that your solution exists.
- Consideration – The customer considers your solution as an option and may compare it with another, similar device
- Decision – The customer ultimately chooses to buy your product.
Some stages of this journey may take longer than others to complete, and it’s entirely possible that a customer will stay in the consideration phase for quite a long time, as they go through the necessary purchasing hoops and formalities.
The key is to create content that guides them along these steps with confidence. That means, for example:
- Videos introducing the problem and how your device can help
- White papers demonstrating how your device compares to other, similar devices, and what it does better
- Publications showing awards or other recognition received by your company or the device itself.
Of course, since every device and every audience is different, you’ll want to do some competitive analysis as well as some customer profile building if you haven’t already, to determine which content will work best for your customers at any given stage.
Focus Definitively on the Value Your Device Provides
Framing the value your device provides will depend on whether or not you market your device directly to consumers or to medical professionals. If marketing it to consumers, you should focus on how the device will improve their life, as well as the convenience and ease of use it brings. Medical professionals need to be marketed to differently, since you’ll be framing the device in terms of how it helps them deliver better patient care or outcomes.
Both the approach and the language you use when marketing to consumers versus medical professionals will be different, but the two do not have to be mutually exclusive of each other. Here again, look to your marketing plan and determine the best way to position your device so that it capitalizes on your product’s strengths and highlights the weaknesses of similar devices.
Standing Out from the Crowd: Turning Weaknesses Into Strengths
As you can see, the ability for medical device companies to stand out from their competitors is not such a different process than other companies follow. Although medical device companies have an added layer of complexity in terms of having to fully test and certify their device before it goes to market, this can nevertheless be positioned as another advantage in the minds of consumers and doctors alike.
With that being said, it’s still quite easy to become overwhelmed and feel like you’re being pulled in countless different directions over what can and cannot be said in marketing. Fortunately, we at Workdom are here to help.
We invite you to reach out to our senior advertising executives to learn more about the on-demand marketing services we provide. Whether you’re getting ready to bring your device to the market, or you need a concrete strategy that definitively separates your device from similar ones on the market, count on our professionals to help you with every aspect of your marketing needs.
Thanks to our comprehensive experience in the medical device marketing field, we know what it takes to help you excel. Contact us today to learn more.