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The Future of Medtech Marketing is Digital

As medtech brands became more comfortable with remote work and digital communications due to Covid, they realized the importance of integrating digital tools into their traditional marketing strategies to better engage with healthcare professionals (HCPs). This includes digital marketing, e-commerce, and virtual sales channels.

Leading medtech companies are using digital marketing and analytics tools to tailor the content, timing, and format of their interactions with HCPs to improve the quality of engagement and the returns on their marketing investments.

This allows HCPs to access information rapidly, in their preferred format. Yet personal relationships are still valuable; reps remain the main point of contact. Medtech companies are simply augmenting these relationships with new resources and tools to enable stakeholders to make better and faster decisions for the benefit of patients and healthcare teams alike. These tools can (and should be) showcased and implemented through digital channels. This is invaluable, and medtech companies are responding with increased digital presence, especially through marketing and sales.

How Can Your Medtech Brand Incorporate More Digital Tools?

Personal Development and Target Market Penetration

Medtech companies are leveraging digital marketing to penetrate their target market and generate leads. About half of companies using this approach say that email campaigns are the most effective digital tactic, while the other half report gaining significant traction via social media campaigns. To effectively personalize messaging and tailor engagement (both pre-and post-purchase), companies can benefit greatly from the practice of creating customer personas — fictional characters that represent different types of buyers within their target market.

Hybrid Product Launches and Digital Interfacing

During the height of the global pandemic, product launches shifted almost exclusively to digital channels with companies reporting success via email and social media campaigns and online conferences. Even with the lifting of lockdown restrictions and the return to traditional launch events, many medtech companies recognize the value of a hybrid approach. While non-virtual events will almost always be the most compelling context for product launch, their success depends more than ever on strategic digital marketing efforts before, during, and after launch.

Responsive Account Management

Medtech companies whose target market and customer base include more sophisticated or institutional players are relying on machine learning to provide salespeople and account managers with the data to effectively segment, prioritize, and care for each account. By integrating digital marketing with other marketing and sales channels, higher degrees of coordination and more consistent messaging are achieved to prime potential buyers for purchase. By taking an omnichannel approach informed by analytics, medtech companies can ensure they’re engaging their target market and customer base — online and in-person — at the right time and in the right way.

Bottom Line

As we continue to use technology to improve access to healthcare, hybrid management and digital communications will only continue to grow. Product launches, account management, customer service and technical support will be rooted in digital tools, and the firm that fails to recognize and plan for this future will risk being a relic of the past.

Interested in learning more about persona development and integrating digital tools with your existing marketing strategy? We can help with that.