By Melissa Wildstein –
Last week when speaking with a potential customer about their medical device marketing strategy. The team was looking for a medical device marketing agency to help them elevate their brand and generate demand for their product. They had a small sales force along with an inside sales team and they were selling through a distributor network.
So, I took a look at their website (which hadn’t been updated since 2019) to understand the company’s product line and how they were currently promoting them. Every image on the screen was small, on a white background and looked exactly the same. The description might have changed slightly, but the images didn’t. Clicking on the product directed you to a PDF page.
Then I asked the VP of Marketing if they were selling commodity or differentiated products and how they were priced compared to the competition. I was surprised to learn that the company felt like their products were well differentiated in the space, that they had unique selling features and that they came with a premium price tag. Their branding didn’t reflect that – at all!
And when the VP asked how I would go about recommending that they build out a lead generation campaign, I told him to save his budget. That advertising and doing lead gen in the space with his current website and product presentation wouldn’t give him a big lift.
When it comes to medical device marketing, you have to start with how you’re positioning your brand in the minds of your customer. How do you want for them to think about you and your products? Do you want for them to think about you as a differentiated product coming from an innovative company – or just a commodity that they can get from any other company or distributor. If you’re the later, show up like that.
- Ensure that your differentiated product line has GREAT product photography
- Provide high-quality video and animation to showcase your product’s distinguishing characteristics
- Build a website that is easy to navigate, has a fantastic user experience, provides value and opportunities for customers to engage with you. Make that site serve a purpose – not just be an online brochure
- Utilize pops of color, logos and iconography to create a visual brand identity that is unique, recognizable and ownable and then use that across all of your marketing channels from your website to your email marketing to your selling materials
- Don’t just write about the technical specifications of your product, use exciting language in your messaging to more effectively tell your story
- Leverage customer testimonials as social proof to reduce uncertainty and build trust in your product line
We think it’s important to remember that despite your audiences’ profession, years of education, and daily responsibilities at the hospital or their practice, they are still just people – people who are influenced and motivated by great photography, well-designed and easy-to-navigate websites, and apps. They can be persuaded just like anyone else to pay attention to, and do business with, you.
So think about it – does your medical device branding need a face lift? Do you need more than just a hero (image)? If you’re interested in talking more about how to elevate your medical device brand, schedule a meeting with us and let’s talk about it!
