5 Lead Generation Strategies for Medical Equipment Companies

With chronic diseases becoming prevalent and healthcare organizations urging the public to get early diagnosis and treatment, demand for medical devices has grown. In fact, the global medical equipment market is expected to reach $718.92 billion by 2029 at a 5.5% compound annual growth rate.

How can a medical equipment company like yours keep up and make sure you’re staying competitive as the market grows? Lead generation for medical equipment companies can help you engage with your prospects and turn them into leads. You then nurture these leads and convert them into paying customers.

If you’re wondering how you can get started with lead generation for your business, keep reading. This page explains five strategies on how to get leads for medical equipment companies:

1. Segment your buyer personas
2. Let your prospects find you when they search by investing in search engine optimization (SEO)
3. Reach your target audience with pay-per-click advertising (PPC)
4. Nurture your leads through email marketing
5. Engage with your prospects through social media

Feel free to jump into any of the strategies. You can also contact us online or call us at 888-601-5359 to speak with a strategist.

1. Segment your buyer personas

You want your lead generation efforts to target a specific audience in the medical field who’ll likely sign up to become leads, so make sure you know your audience and understand their needs.

Start by looking at your existing customers. Identify their specific medical field, company size, and location. Then create buyer personas based on your current customers. Buyer personas are semi-fictional representations of your actual customers. They help you target your prospects to promote your medical equipment effectively.

If your medical equipment company’s customers are diverse — from hospitals and doctor’s offices to medical device distributors and individual consumers, feel free to create multiple buyer personas.

Once you have a list of your buyer personas, it’s a good idea to segment them. You can use different segmentation methods according to your objectives.

For example, let’s say your medical equipment company has satellite offices in different states. You can segment them according to location and run lead-generation campaigns for each area.

Do you offer medical equipment for hospitals and healthcare professionals and wearable medical devices for individual consumers? Segment them accordingly so you can run campaigns for these two persona segments.

2. Let your prospects find you when they search by investing in SEO

Have you ever turned to search engines to look for products or services you need for work? If you have, chances are, your customers also use search engines when looking for medical equipment for their business. After all, 80% of users start their product research online.

With SEO, you can help your prospects find you when they’re looking for medical equipment you offer. SEO is an inbound marketing strategy that helps your webpages to rank high in search engine results pages (SERPs) for keywords relevant to your medical equipment company.

You want your pages to rank in the top three results of SERPs because that’s where 75% of clicks go.

Here’s an example of how to get leads for medical equipment using SEO. Let’s say you offer brain radiosurgery equipment. You’d like your website to rank for relevant keywords like “brain surgery equipment” so that hospitals and specialty clinics can find your business and learn about your products.

Lead generation for medical equipment companies using SEO is an excellent strategy because you’re attracting an audience actively looking for your products. Once they discover your product and decide it is a viable solution for their facility, they’ll sign up as a lead.

Bonus Read: SEO for Medical Equipment Companies

Here are two pro tips on how to generate leads for medical equipment companies:

Make your website mobile-friendly

With 40% of transactions happening on mobile, making your website mobile-friendly is a good idea. Your website will likely rank higher on SERPs because Google implements mobile-first indexing.

A mobile-friendly website also lets your prospects view your webpages correctly. They can read your content without an embedded video blocking the text.

In addition, they can seamlessly sign up as a lead using their mobile phones. The call-to-action (CTA) button to sign up for your newsletter or to request a quote is visible even on the smaller screens of mobile phones. Filling out your forms is also a breeze because you have a responsive website.

Employ content marketing techniques to provide useful information to your prospects

Did you know that revenue from content marketing increases by 14% every year? Content marketing can help your medical device company generate leads by publishing useful information your prospects are looking for. They can be in the form of:

• Blog posts
• Digital brochures
• Infographics
• Videos
• Gated content like white papers and case studies

With content marketing, you let your prospects find you in search results and provide an opportunity for them to engage with your business.

For example, you published a case study about how one of your medical devices helped hospitals perform surgeries more effectively and efficiently. Prospects must provide their email address to get a copy of the case study.

3. Reach your target audience with PPC

Another excellent lead generation strategy for medical equipment companies is PPC. It is a digital advertising method that charges advertisers like you every time someone clicks on your ad. PPC lets you showcase your business and products to prospects by placing ads on:

• SERPs
• Display ads on websites
• Social media sites

PPC is an excellent strategy if you’re a new player in the medical equipment field and going against established businesses that have their pages ranking through years of SEO. Use it as a pre-launch or launch campaign to drive people to your website.

Bid on relevant search keywords where you want your ads to appear. If your ads are getting few clicks, don’t fret. You’re still generating brand recognition among people interested in your medical equipment business.

Do you want your business to be visible on websites your prospects read? Display ads let you show your ads to your targeted audience. When a user clicks, they are led to your landing page, where they can find medical device information they need and where you can have them sign up as a lead.

Bonus Read: PPC for Medical Equipment Companies

4. Nurture your leads through email marketing

An effective lead nurturing tool, email marketing lets you personalize your communication with your prospects over time. As a result, for every dollar you spend on email marketing, you reap $44 in return.

If you publish content on your website, let your site visitors sign up for your newsletter so that they will receive the latest updates in their inboxes. Make sure you only send content that they’ve expressed interest in. For example, when you let them sign up for your newsletter, let them pick the topics and medical devices relevant to their business.

Do you have leads who submitted their contact information on one of your product pages to know more about that one medical device? Send a personalized email with the details you promised to provide.

5. Engage with your prospects through social media

Most marketers use social media for community building and engaging their audience, but did you know that 59% of marketers also use it for lead generation and sales?

Social media marketing can help you generate leads for your medical device company. Start with identifying the social media platforms that your prospects frequently use, and focusing your lead generation efforts on these platforms.

Using social media marketing, your medical equipment company can:

• Share helpful content for your audience: Do you have a case study that you can repurpose as a series of infographics for your social media audience? Post them on your social media page. Don’t forget to provide a link to the full case study or a landing page where they can leave their email address in exchange for a download link of your gated content.
• Engage with your prospects: Social media is an excellent avenue to interact with your prospects. Did someone ask a question about a medical device you offer in the comments section? If you have a dedicated landing page that answers the query, you can provide a concise answer and lead them to the page where they can learn more and probably convert!

Our digital marketing campaigns impact the metrics that improve your bottom line.

See More Results

WebFX has driven the following results for clients:

$6 billion

In client revenue

24 million

Leads for our clients

7.14 million

Client phone calls

Generate leads for your medical equipment company with WebFX

Lead generation is a critical piece of your business growth strategy. If you want to reach your prospects and turn them into leads, consider teaming up with WebFX.

A full-service digital marketing agency, WebFX has generated more than 24 million for our customers. We’re focused on delivering results that affect your bottom line.

Want to get started? Contact us online or call us at 888-601-5359 to speak with a strategist about our lead generation services!

We Drive Results for Medical Equipment Companies

• 230+ health industry experts
• Renowned for our communication and transparency

Get a Quote