Medical Device Marketing Doesn’t Need to Be “Meh”
I get it. When you’re marketing a medical device to busy professionals, you want to get straight to the point—just the facts, ma’am. But if you’ve ever flipped through the info-dense pages of a trade journal, been bombarded by bland banner ads, or been lulled to sleep by a 16-page sales aid, you know that marketing for medical devices can be a bit dull. Product shots, endless features and benefits, and a boring CTA won’t cut it. While blockbuster status may not be the goal, a lot of truly groundbreaking medical devices don’t get the attention they deserve because they aren’t marketed in a way that immediately helps them stand out.
5 tips for keeping your medical device from falling into a sea of same
Weave a story
Nobody wants to read paragraph after paragraph describing every bell and whistle. You need to make it personal—tell a story. How can the device change care for the better? Does it add years to a patient’s life or improve their chance for survival? Does it ease the burden on nurses? Share real-life success stories, testimonials, and case studies to show that, “Hey, this thing really works. Everyone should be using it.” Don’t be afraid to be passionate, but don’t go overboard.
Know your audience(s)
Understanding your audience is key to telling a compelling story. Take a smart infusion system, for instance. Nurses will be more interested in safety and ease of use rather than cost savings, which will pique the interest of administrators. IT, on the other hand, wants to know about cybersecurity and software. Tailoring your tale to specific audiences not only makes the messaging more compelling but it shows your targets that you get them, and that’s pretty powerful.
Keep it simple, stupid
Medical devices can be as simple as a scalpel or as complex as a pacemaker. Despite its complexity, you need to explain things as simply as possible in marketing materials. Be clear, address your target’s pain points directly, and position your device as the perfect solution. You can develop a whole suite of supporting materials that dive deeper into the specifics, but you need to grab attention first and you won’t do that with a spec sheet.
Speaking of support…
Provide educational content that sets your device apart. Publish white papers, research papers, or blog posts that demonstrate your expertise and how your device addresses specific challenges. Partner with Key Opinion Leaders (KOLs) and reputable medical professionals who can vouch for your device’s effectiveness and credibility. Peer-to-peer marketing is pure gold.
Make it look good!
This may be last on this list, but honestly, what captures attention more quickly than striking imagery that says something? And generally speaking, that’s not a product image. While sometimes necessary, but not necessarily in the hero position, a product shot tells me nothing of the promise that the medical device holds. So, think strategically, get creative, and be bold to make your device stand out and shine in an increasingly competitive market.
