9 Medical Equipment Marketing Strategies That Doctors Notice
Discover top medical device marketing strategies with WebFX to boost online visibility, reach more clients, and build lasting relationships via SEO, PPC, email, and social media marketing.
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insights from 98,500+ hours of healthcare marketing experience
There are more than 6,500 medical device companies in the United States, with a market size of about $148 billion – and the industry is only continuing to grow and expand. So as a medical equipment company, how do you stand out?
Internet marketing helps improve your online visibility, connect with new clients, and direct current customers to specific products you offer. That’s why medical equipment marketing (with a focus on digital channels) is essential.
Keep reading to learn about the best medical device marketing strategies:
- Reach physicians as they search with SEO
- Get doctors’ attention with PPC advertising
- Nurture medical device leads with email marketing
- Build lasting relationships with physicians via social media marketing
- Build a website that’s easy for doctors to navigate
- Host webinars to educate medical teams
- Show off your products with video marketing
- Use content marketing to educate your audience
- Research your audience to run hyper-targeted ads
If you’d like to chat with a strategist about your current strategy, give us a call at 888-601-5359!
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1. Reach physicians as they search with SEO
Search engine optimization, or SEO, is the process of improving your website so it ranks higher in search engine results for keywords and phrases related to your products and services. With the right strategy, you can rank above your competitors and attract more people to your site.
Google uses many factors when ranking sites in their results, and SEO involves working with many of them. This includes link building, on-page optimization, and content creation.
Identifying and optimizing your site for keywords related to your business means that you’ll reach more potential clients as they’re actively searching for information.
For example, if you provide medical equipment for the home, then targeting keywords like “home medical devices,” could be part of your strategy. The idea is to determine what your audience is searching for, then optimize your website for those words and phrases.
2. Get doctors’ attention with PPC advertising
Pay-per-click, or PPC, advertising is a cost-effective online advertising strategy that gives your company the extra edge it needs to show up at the top of search results. Below, you can see how the top search results contain the small “Ad” tag.
PPC campaigns are effective because they only require you to pay when someone clicks on your ad. And they generate qualified leads, too – in fact, PPC customers are 50% more likely to buy a product or service. This helps you avoid spending money on people who are unlikely to make a purchase.
PPC advertising can also deliver immediate results. Your ads can start driving traffic to your website as soon as you launch them, so if you’re looking for a way to quickly increase traffic to your medical equipment company website, creating a campaign could be the right solution.
3. Nurture medical device leads with email marketing
Although it’s one of the oldest forms of digital marketing, email is still one of the most effective digital marketing strategies, especially when it comes to medical equipment marketing. In fact, for every $1 you spend, email marketing has the potential to generate $44.25 in ROI.
The first step to creating an email marketing campaign for your medical equipment company is building a list of subscribers. You can add a sign-up form to your website and encourage visitors to subscribe. When a person opts into to your email list, they are saying they want to hear from you – meaning that they’re definitely a qualified lead.
Once you have a list of subscribers, you can send emails with information on new products, services you provide, and any other information your potential clients might find interesting, like helpful tips and industry news. This is a great way to stay in touch with potential and current customers, without coming across as overly salesy.
Email marketing is ideal for building a loyal audience and encouraging customers to return to your website.
4. Build lasting relationships with physicians via social media marketing
Social media platforms are considered a staple in Internet marketing today, and medical equipment companies are no exception.
Of all adults with access to Internet, 71% use social media, which means that there’s a very high chance your potential clients are active on social platforms. You can share links to industry and company news, and even interact directly with customers.
Being able to communicate with your followers gives you the unique ability to answer questions, respond to comments, and address any concerns. Your followers will appreciate direct responses, and even if they’re not immediately ready to make a purchase, they’ll remember these positive interactions when they are.
Consistently interacting with your followers also builds customer loyalty and credibility for your medical equipment company. People feel more comfortable buying from a company they trust, and being a helpful source of information can increase their trust in your brand.
5. Build a website that’s easy for doctors to navigate
The majority of your medical equipment marketing strategy will be designed to drive traffic to your company’s website, and once they get there, your site needs to provide a positive experience.
Part of having a user-friendly site is optimizing it for mobile.
One of the most important things you can do for your website is make it mobile-friendly. 77% of Americans currently own a smartphone, so many of your potential clients will likely access your website from theirs. If your site isn’t accessible on tablets, smartphones and other devices, you could be missing out on a lot of potential leads.
Mobile phones have much smaller display screens than desktops. This means if your website isn’t designed with them in mind, it will be difficult to navigate, some features may not work correctly, and the overall appearance may be distorted.
Plus, after a bad mobile experience, 40% of consumers give their business to a competitor’s site. On the flip side, a website that’s mobile-friendly increases ROI, drives additional traffic to your site, and improves your brand reputation.
6. Host webinars to educate medical teams
Buying a piece of tech can be intimidating for almost anyone. When it comes to purchasing and using life-saving equipment like the ones you offer, who wouldn’t be slightly apprehensive to use it?
That’s where webinars come in. By hosting webinars and product demos, you can give your customers an interactive, hands-on experience to educate them on your medical supplies and ultimately make their purchasing decision that much easier.
Better yet, webinars offer the perfect space for prospective customers to ask questions and get answers in real-time, rather than waiting for response via a customer service representative.
7. Showcase equipment with video marketing
People want to know what they’re buying whenever they make a purchase, especially when it comes to medical equipment. With the help of video marketing, you can show your audience exactly what they’re getting when they choose you as their medical equipment supplier.
Video marketing is an invaluable medical equipment marketing strategy because it gives people a more detailed look at your products than what photos can achieve. Plus, it helps people see:
- How equipment works
- How to properly use equipment
- Specific equipment features
- And more!
8. Use content marketing to educate your audience
Another great way to educate your audience on your products is through content marketing. This includes creating video content along with things like blog posts, images, graphics, interactive content, and more.
Content marketing serves two important purposes: educating your audience and helping position you as a trusted industry leader and source. As your content gains traction on search engines, you can earn backlinks to other sites to build trust with not just users, but the search engines themselves! As a result, you’ll have customers who are confident in making purchase decisions and solid rankings on search engines that attract more leads.
9. Research your audience to run hyper-targeted ads
Take your ad targeting to the next level by diving into some thorough research on your audience to better understand each segment. Create buyer personas and pull first party data to get an idea of where your audience is and how they find your business.
Then, apply that data to your PPC campaigns so you can run hyper-targeted ads that reach the right people at precisely the right time in the buyer’s journey to encourage more conversions.
Need help building a medical device marketing plan?
Internet marketing is essential for any company to succeed today. With so many people going online to find products and services in your industry, you can’t afford to not take advantage of digital marketing opportunities.
WebFX can help you determine which online marketing strategies will work best for your medical device marketing plan.
We’re a full-service medical device marketing agency with the resources to help you attract the customers you want and increase your leads and sales. Contact us today for more information and a free quote!
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Table of Contents
- 1. Reach Physicians As They Search with SEO
- 2. Get Doctors’ Attention with PPC Advertising
- 3. Nurture Medical Device Leads with Email Marketing
- 4. Build Lasting Relationships with Physicians Via Social Media Marketing
- 5. Build a Website That’s Easy for Doctors to Navigate
- 6. Host Webinars to Educate Medical Teams
- 7. Showcase Equipment with Video Marketing
- 8. Use Content Marketing to Educate Your Audience
- 9. Research Your Audience to Run Hyper-targeted Ads
- Need Help Building a Medical Device Marketing Plan?
Solving key challenges for medical equipment companies
Our website isn’t driving enough traffic
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We’re opening a new location
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We’re not attracting enough patients
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We have high patient turnover
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