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Writer's pictureMichael Colling-Tuck

Standing Out in the Crowded Medical Device Market with Multi-Channel Outreach

Updated: Jul 24



In today’s healthcare landscape, cutting through the noise to effectively communicate the benefits of medical devices to healthcare professionals has never been more challenging. According to a report by Accenture, 78% of doctors use digital channels to seek medical information and stay updated with the latest advancements. As the founder of an agency dedicated to healthcare marketing—and someone who has carried the sales bag and performed marketing roles in the medical device, tech, and pharma industries—I’ve seen firsthand how a well-orchestrated multi-channel outreach strategy can make a significant difference in standing out in this increasingly crowded marketplace. In this article, I want to share my insights on creating awareness, building engagement, and converting prospects into loyal customers.


The Challenge


In the medical device industry, visibility is critical. Without it, even the most innovative products can fail to make an impact. The crowded marketplace means that getting noticed is not just a luxury; it’s a necessity. The medical device market is highly competitive and saturated with products. Each new device must vie for the attention of healthcare professionals, who are bombarded with information daily. This saturation creates a challenging environment for any company looking to make its mark.


Imagine the frustration of knowing you have a life-saving device that could revolutionise patient care, yet it’s lost in the noise of the marketplace. The impact of this invisibility is profound and multifaceted.


First, consider the philosophical toll. When your groundbreaking technologies are overlooked, it’s more than just a business setback; it’s a failure to fulfil your mission to improve patient care. This isn’t just about missed sales—it’s about missed opportunities to change lives. It’s profoundly unjust that innovations capable of making significant health impacts go unnoticed due to market noise. This sense of unfairness can demoralise your team, undermining their motivation and commitment.


Then, think about the internal consequences. Marketing managers, already under immense pressure, feel their efforts are futile as their messages get drowned out. This constant struggle leads to frustration and burnout, making it hard to maintain enthusiasm and drive. Moreover, when visibility and engagement metrics fall short, it directly impacts career growth. In my experience, success in these areas is a key performance indicator, and not achieving it can stall professional advancement and job satisfaction.


Externally, the financial stakes are high. Every day your product remains unnoticed, potential sales slip through your fingers, translating to lost revenue and wasted investment in research and development. Sometimes I’ve seen companies struggle with this invisibility, leading to significant financial strain.


Moreover, without visibility, your market credibility takes a hit. Healthcare professionals may perceive your lack of presence as a lack of credibility, leading to trust issues and reluctance to adopt your products.

Finally, the ultimate cost is to the patients who never benefit from your innovations. These life-changing devices, designed to improve patient outcomes, fail to reach those in need, representing a missed opportunity to make a real difference in healthcare.


But there’s hope. The key to rising above the noise lies in a robust, multi-channel outreach strategy. It’s not just about being seen; it’s about standing out and making a lasting impression.


The Solution - Multi-Channel Outreach


Imagine cutting through the noise and truly capturing the attention of healthcare professionals. This vision becomes reality with a well-orchestrated multi-channel outreach strategy tailored specifically for medical device companies. Here’s how you can make it happen:


Assess Your Current Marketing Efforts


Start by taking a close look at your existing strategies. This involves a thorough audit to identify gaps, understand what’s working and what isn’t, and pinpoint areas for improvement. Ask yourself:


  • Are you effectively reaching your target audience of healthcare professionals?

  • Which channels are delivering the best engagement with medical practitioners?

  • Where are the missed opportunities to connect with key decision-makers in healthcare?


Understanding these elements sets the foundation for a more effective outreach plan, ensuring every move you make is informed and strategic.


Understanding the Customer Journey


Before diving into the strategy, it's essential to understand the concept of the customer journey, often visualised as a funnel. This funnel represents the stages a healthcare professional goes through from becoming aware of your product to making a purchase decision. In the context of medical devices, the funnel helps structure your outreach efforts to guide healthcare professionals through their decision-making process.


Develop a Customised Multi-Channel Strategy


To effectively engage your audience and turn prospects into loyal customers, consider this structured approach:


Creating Awareness


Begin by building awareness and attracting initial interest. Use platforms like LinkedIn, Twitter, and industry-specific forums to share valuable content and engage with healthcare professionals. Publish high-quality blog posts, articles, and infographics that address the pain points and interests of your target audience in the medical device field. This content should aim to educate and inform, establishing your brand as a trusted resource in healthcare. A survey by Manhattan Research indicates that 87% of doctors use smartphones or tablets during their workday, often checking them during lunch breaks and between patient consultations. Use pay-per-click (PPC) and social media ads to increase visibility and drive traffic to your content. These ads can be tailored to specific medical demographics and interests to ensure they reach the right audience.


Building Engagement


To keep your audience engaged, develop targeted email campaigns that provide insightful content, updates, and offers related to your medical devices. Use segmentation to tailor messages to different healthcare audience segments. Host webinars featuring medical experts to provide valuable insights and foster community engagement. These events educate prospects about your devices and establish your authority in the healthcare field. HubSpot reports that companies using marketing automation see a 451% increase in qualified leads and a 14.5% increase in sales productivity. Implement retargeting campaigns to keep your brand in front of prospects who have shown interest but have not yet made a decision. This helps maintain engagement and encourages them to take the next step.


Converting Prospects into Customers


Your ultimate goal is to turn interested healthcare professionals into committed customers. Achieve this by creating valuable content offers such as eBooks, whitepapers, or case studies that provide in-depth insights and solutions specific to medical devices. These resources should highlight the benefits, use cases, and technological advancements of your products. Place strong, clear calls to action (CTAs) within your content, directing prospects to sign up for newsletters, register for webinars, or request a consultation. This helps capture lead information and moves them towards a purchasing decision.


Implement the Strategy


With your strategy clearly defined, the next step is implementation:


  • Content Creation: Develop high-quality, engaging content that resonates with healthcare professionals. This includes blog posts, infographics, videos, and case studies. Ensure the content addresses the pain points and interests of your target audience, providing them with valuable insights and practical solutions on topics such as the latest medical device innovations, best practices for device usage, regulatory updates, and patient outcomes. In my experience, this type of content helps establish your brand as a trusted authority in the medical device field.

  • Campaign Management: Coordinate the timing and distribution of your content across all channels to ensure maximum reach and engagement. Plan your campaigns meticulously, setting clear objectives and timelines for each piece of content. Utilise various distribution channels such as social media, email newsletters, and paid advertising to reach a broader audience and drive consistent engagement with healthcare professionals.

  • CRM Integration: Use a Customer Relationship Management (CRM) system to track interactions and manage leads. Nurture these leads with targeted follow-ups and personalised communication to keep them engaged and guide them towards becoming customers. Interestingly, a study by MarketingSherpa found that 79% of marketing leads never convert into sales, often due to a lack of effective lead nurturing and follow-up. A CRM system helps streamline your communication efforts, ensuring that every interaction is tracked and followed up appropriately. By segmenting your leads and tailoring your messages, you can build stronger relationships with healthcare professionals and increase the likelihood of conversion.


Monitor and Optimise


Success doesn’t stop at implementation. Continuously monitor the performance of your campaigns to make data-driven adjustments:


  • Analytics Tools: Use tools like Google Analytics, social media insights, and email marketing metrics to track the performance of your campaigns. These tools provide detailed data on user behaviour, engagement rates, and conversion metrics. By understanding which content and channels are most effective in the healthcare sector, you can optimise your efforts to achieve better results.

  • CRM Data: Use your CRM system to gain insights into customer interactions and behaviours. This includes tracking the journey from initial contact to conversion, understanding which touchpoints are most influential, and identifying any drop-off points. CRM data helps in creating more personalised and effective follow-up strategies for healthcare professionals.

  • Performance Reviews: Regularly review your campaign performance with comprehensive performance reviews. Analyse data to determine the success of each campaign, identify areas for improvement, and adjust your strategy accordingly. Performance reviews should include metrics such as lead conversion rates, customer acquisition costs, and return on investment (ROI). Use these insights to refine your approach and ensure continuous improvement.


The Benefits of Performance Data


By integrating analytics and performance data, you provide valuable insights for different stakeholders in the healthcare industry:


  • Marketing Team: Empower your marketing team with data to refine campaigns, improve targeting, and achieve better results in the healthcare sector. By analysing performance metrics, the marketing team can identify the most effective strategies, optimise budget allocation, and continuously enhance campaign effectiveness to drive engagement and conversions.

  • Sales Team: Equip your sales team with warm leads and detailed customer insights, enabling personalised and informed sales approaches. Understanding customer needs and behaviours allows the sales team to tailor their pitch, address specific pain points, and effectively close deals with healthcare professionals.

  • Leadership Team: Demonstrate ROI and strategic impact to your leadership team, showcasing how marketing efforts directly contribute to revenue growth and market share. Highlighting successful campaigns and their outcomes helps secure continued investment in marketing initiatives.



Need Help?


Implementing a multi-channel outreach strategy can be challenging, but you don’t have to do it alone. Here’s how you can get additional support:


  • Sign Up for Our Newsletter: Stay updated with the latest insights and strategies to help your medical device company stand out.

  • Sign Up for Our Podcasts: Gain deeper knowledge through expert discussions on multi-channel marketing in the healthcare industry.

  • Register for Our Next Webinar: Learn from case studies and industry experts on effective multi-channel outreach for medical devices.

  • Book a 1:1 Consultation: Get personalised advice for your unique challenges and see how we can help you succeed in the healthcare market.


By following this structured, data-driven approach to multi-channel outreach, you can enhance your visibility and engagement in a crowded healthcare market. And if you need assistance, don’t hesitate to reach out—we’re your A Team, here when you need us.


1. Accenture Report: Digital Doctors: From Hype to Reality. Available at https://www.accenture.com/us-en/insight-digital-doctor-survey.

2. Manhattan Research Survey: Taking the Pulse. Available at https://www.manhattanresearch.com.

3. HubSpot Report: The Impact of Marketing Automation. Available at https://www.hubspot.com/marketing-statistics.

4. MarketingSherpa Study: The B2B Lead Gen Benchmark Report. Available at https://www.marketingsherpa.com/reports/B2BLeadGen.pdf.

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