2022 Marketing Trends to Grow Medtech and Life Sciences

The data is in and this year’s marketing trends for medtech and life sciences brands are poised to generate significant growth. What should your brand be incorporating? Read on!

Create compelling content.

This is a major priority for all. Although this is seen as particularly difficult for medtech and life sciences brands, both have seen success with video content, and 2022 trends reveal that viewer engagement through video content is essential to meeting marketing goals.

Here are some interesting statistics regarding video content. These annual statistics are current as of December 2021, and we anticipate these numbers to climb through the remainder of 2022.

1. 85% of internet users in the US watch video content monthly. 
2. 54% of consumers would want to see more video content from a brand or business they support. 
3. 87% of marketing professionals use video as a marketing tool. 
4. 88% of video marketers are satisfied with the ROI of their video marketing efforts on social media. 
5. Video marketers get 66% more qualified leads per year.
6. YouTube is the most popular video-sharing platform for marketers with 88%, while Facebook is second with 76%.
7. 8 out of 10 people have purchased a piece of software or app after watching a brand’s video.
8. Internet users spent an average of 6 hours and 48 minutes per week watching videos online.
9. It’s estimated that by the end of 2022, 82% of ALL global internet traffic will be video based.

Medtech and life science marketers building brand visibility and engagement should make use of video strategy in their digital efforts. 

Gain customer and market insights. 

Doing this in real time has never been so easily achieved. While privacy and user data must be carefully considered and all rules strictly followed, customers want purchase experiences that cater to them. As a result, they are often happy to provide immediate feedback on the product, packaging, and purchase experience. Competitor data is generally accessible and can offer insights into the medtech and life sciences industries as a whole.

Collect and analyze data-driven metrics.

Here is a primary trend of marketing in 2022. Marketers may be able to design and place content in line with the larger marketing strategy, but data continues to grow in breadth and complexity. It’s important to hire marketers with data backgrounds, or data analysts who can inform marketing teams. Metric collection alone does not inform or improve marketing goals and events. 

Regarding website updates and improvements, what matters most for life sciences and medtech brands is accessibility, transparency, and sites that are mobile friendly.

Accessibility 

Life science companies are highly regulated. Their content strategy should be compliant with these rules, and the disclosure of information should adhere to applicable regulations. 

The Americans with Disabilities Act requires websites to be accessible, and life science brands should be especially vigilant to ensure compliance. Digital marketing trends require websites to be easily accessible by all categories of people, including those with impairments.

Main categories of impairment include:

• Visual impairment: It refers to people that are blind. But it also includes those with a partial or total inability to see or to perceive color contrasts.
• Hearing impairment: Hearing impairments can range from mild to profound. Some users have a reduced ability to hear, while some others are totally deaf.
• Physical disabilities: This includes all users that may have difficulty moving certain parts of their bodies, and those who cannot make precise movements.
• Cognitive disabilities: There are also many conditions that can affect cognitive ability. Among them, the most common are dementia and dyslexia.

Transparency 

Customers no longer accept lack of trust, reliability or credibility. Establishing trust and credibility is paramount to success as a medtech or life sciences brand.

Pharma and medical companies should link their content to trusted sources and grant their customers access to trials, surveys and protocols. Also, the contact information of the business, including its location, phone number and email address should be clearly listed. 

A lack of any of these details can make the website appear questionable.

Mobile Use

People use their phones more than ever. They use them to make payments, to read the news or to interact with their friends on social media. For most of us, our phones replaced the use of computers and even laptops. 

With that in mind, all life sciences and medtech brands who want to raise customer engagement should make the optimization of their websites for phones and tablets a priority.

And there you have it: top trends for medtech and life sciences brand in 2022. We’ll continue to update this as the data pours in. Have a project or a question regarding digital marketing trends? We’d love to hear from you! Contact us here.