Archive for the ‘Effective Medtech marketing’ Category
Many medical technology companies have a lot of thought leadership to offer, but falter when it comes to actually conveying that expertise. And if they do have quality content, it tends to get stale because it isn’t being replenished quickly enough to keep prospects engaged.
In contrast to the old ‘interruption-based’ marketing model, content marketing is about real customer engagement that naturally moves the conversation into profitable dialogue.
To accomplish this, MedTech companies must think carefully about their customers, identify their pressing issues, and then effectively communicate that their company has the expertise to meet those needs.
With that said, here are 9 reason why medical device technology companies should focus on content marketing:
1. Positions your MedTech company as an expert – a company that understands the important issues facing the industry and has solutions to offer.
2. Encourages your target audience to consult you – which builds trust and sets the stage for a collaborative relationship.
3. Generates new leads – when you provide content that is relevant to your prospects, they are much more inclined to raise their hand and say, “Yeah. I’m interested in that issue as well.”
4. Cultivates existing leads – engaging content helps move your prospects along your marketing funnel until they are sales-ready.
5. Enhances your database – by asking for a few details from your prospects and customers, the more targeted and relevant your content will be, which will increase their willingness to talk with you.
6. Gets you on the radar – offering thought leadership content will help your company gain the attention and credibility of the people who matter most (i.e. decision-makers, industry partners, investors, etc.).
7. It’s good PR – by contributing quality content to your industry, you’re demonstrating that you’re a company that has something of value to offer, as opposed to one that just wants a sale.
8. Strengthens your sales team – customer-focused content is a powerful sales tool and helps your team add more value before, during, and after a sale.
9. Gives your search engine performance a boost – when written with SEO in mind and promoted strategically, of course.
Can you think of other marketing tactics that can do as much as that?
It’s that time of year again. And I’m not just talking about the greeting card industry-created day that is Valentine’s Day.
I’m talking about that time of year where the icing meets the cupcake for all the goals and objectives you created in 2012 for your 2013 MedTech marketing.
THIS is the crazy-busy time of medical device trade shows: Medical Devices Summit, MD&M West, AAOS, MDMA, BIOMEDevice, MedCon, to name just a few.
For most medical technology marketers, this means having a booth at these events and networking with potential customers and strategic partners. And while that can be an effective marketing strategy, in this day and age, it’s simply not enough.
To set yourself apart from all the other vendors and medical device companies in attendance, you’ve got to do more than just tell them sweet nothings about how great your company, products, and services are. You’ve got to go beyond flirting to demonstrating that you are serious about being a committed partner that will do for them what other suitors cannot.
Here is some L.O.V.E. potion to help you rock their world and establish a happily-ever-after partnership: Read the rest of this entry »
Want to strengthen your MedTech company’s marketing efforts in 2013?
Then consider these Advanced Medical Marketing posts: Read the rest of this entry »
This is the time of year marketers start to strategize about what their marketing efforts will entail in the next year. To help you prepare for a successful and productive 2013, consider the following content marketing wisdoms:
- Think beyond your products and services. Focus on the interests, problems, needs and concerns of your audience. When content is genuinely focused on helping its audience, customers are inspired, loyalty is strengthened, and purchases of your products and services increases.
- Offer content that answers your customers’ questions and addresses their needs and concerns. Your sales and customer service team are invaluable here. Work with them to compile a list of customers’ frequently asked questions and most common concerns. Then offer a variety of content resources to address them, such as blog posts, newsletter articles, LinkedIn Group discussions, and articles submitted to targeted industry publications.
- Become the leading informational provider for your niche. To make an informed buying decision, your customers and prospects are gathering information from a variety of resources. Make sure that most of those sources point back to your company’s expertise, products and services.
- Become an expert on your target audience. Who influences and makes the decision about whether or not to purchase your products and services? What do they care about? What’s their ‘day in the life’ look like? What are their concerns? Once you figure this out, create content specifically for them. In MedTech, there’s likely to be more than one influencer/decision maker (e.g. CFO, Engineering Manager, Marketing Director, etc.). Whoever they are, keep your content focused on the person you’re targeting.
- Tell your MedTech company’s “personal story.” All humans appreciate a good story. By accounting an incident or event that helped make your company what it is today, you help explain your brand, company, value proposition, products and services in a compelling way. And if you fear that your story Read the rest of this entry »
The process if figuring out when, how, and where to market your suite of MedTech products and services can be like herding cats. And even once you’ve done that, the process of creating the content for your marketing resources can be overwhelming.
This is why I was excited to read a post titled, The 5 Stages of Your Content Marketing Evolution by Andy Crestodina’s on one of my favorite blogs.
His post offers a guide to help you evolve your content marketing and he also offers a checklist for “what tools and adaptations you will need to make to take your content efforts to the next level.”
His 5 basic content marketing elements are designed to not only create a solid market presence, but advance your company above and beyond the competition. The condensed version of these 5 points are depicted in Crestodina’s evolution-themed illustration:
I highly recommend reading Crestodina’s blog post in its entirety–especially if you want to discover if you’re still hunting, gathering, and dragging your knuckles, or if you’re evolving to cultivate fields of content, build roads of marketing connectivity, and settle new content marketing territory.
You can find the full article at: http://www.contentmarketinginstitute.com/2012/10/stages-content-marketing-evolution.