Health care is a $2.5 trillion per year industry, making it one of the largest industries in the United States. With such a large market, it's no surprise that medical device companies are increasingly turning to content marketing to help them capture a higher market share.
Content marketing is a great place to start promoting your medical device. With content marketing, you can create informative, engaging content that will capture your target audience's attention.
Health Care Strategy and Planning
No matter what sector of the health care industry you're in, having a content marketing strategy is essential to your success. Without a plan, it's all too easy to waste time and money on creating content that doesn't serve your business goals. But with a strategy in place, you can create valuable content for your target audience and support your business objectives.
Every great health care content strategy starts with two key elements: a detailed plan and a clear understanding of goals. Once you have those, the rest is just a matter of execution.
Here are a few essential tips to get you started:
- Start by conducting a content assessment and audit.
This will help you to better understand what you have to work with and where your gaps are. From there, you can begin to formulate your objectives and key performance indicators. What do you want to achieve with your content? How will you measure success? Answering these questions will give you a strong foundation for building your strategy.
- Take some time to research your audience and figure out where they consume content.
What platforms do they use? What type of content do they engage with? Knowing the answers to these questions will help you create targeted, compelling content that reaches your audience where they are.
- Don't forget about distribution and internal communication strategies.
How will you get your content out there? Who will be responsible for promoting it? Making sure you have a solid plan for these things will help ensure your content strategy is as successful as possible.
- Crafting your health care content marketing strategy can be daunting.
However, there are many resources are available to help you succeed. If you need assistance, don't hesitate to reach out to an experienced marketing consultant who can provide guidance and support. With the right planning and execution, your content marketing strategy will help your business achieve its goals and drive lasting success.
14 Tips for Getting Started with Medical Device Content Marketing
If you're like most medical device manufacturers, you're ready to start marketing your products through content. But where do you begin? Below are 14 tips for getting started.
1. Document Your Strategy.
When it comes to creating content, the first step is to decide who will be doing it. Are you going to be creating it yourself or outsourcing it? If you settle on outsourcing, make sure you know where your information is coming from. Inaccurate information can be detrimental to your business.
Once you've got a team in place, you need to figure out what topics they should write about. Formats and deadlines are also important considerations. Without a clear strategy, your content will just be a jumble of random thoughts and ideas. So, take the time to document your health care content strategy. Your business will thank you for it!
2. Create Relevant Content.
What constitutes relevant content, and how can you ensure you're creating it? Here are some tips.
- Think about what topics would be of interest to your target audience. If you're not sure, ask them.
- Consider what format would be most engaging for your audience. A short blog post might be sufficient for some topics, while others might warrant a an e-book.
- Don't forget to promote your content once it's created. Relevant content isn't just about the topics or formats you choose, it's also about making sure your audience sees and consumes it.
3. Experiment with Different Kinds of Content.
How do you know what kind of content works best for your audience? Below are some examples of formats you can experiment with.
Blogs
In today's digital world, it's important to have a strong online presence — and that includes having a blog. But why should you start blogging if you're marketing a medical device?
Blogging is a great way to reach out to potential customers and educate them about your product. People are always looking for information online, and if you can provide helpful, informative content, they're more likely to remember your product when they're ready to buy.
It is also an excellent way to build trust with potential customers. By sharing your expert knowledge and demonstrating your commitment to transparency, you'll instill confidence in potential buyers and stand out from the competition.
Case Studies/ Research Reports
As any business owner knows that customer testimonials can be extremely useful in promoting a product or service. Nothing is more convincing than hearing from someone who has firsthand experience with your company. However, writing a compelling customer testimonial can be easier said than done. That's where case studies come in.
By highlighting how your product has helped real-life companies overcome specific challenges, case studies provide a level of credibility that is hard to match. In addition, they offer an excellent opportunity to tell your brand's story in an engaging and relatable way.
Including case studies in your marketing materials is a great way to build credibility and generate interest in your products or services.
Podcasts/ Discussion Forums
Podcasts have exploded in popularity in recent years, with shows covering everything from true crime to sports to fashion. And they’re only getting bigger: According to a recent report, the podcasting market is expected to exceed $2 billion by 2023. There are several reasons why podcasts are so popular:
- Podcasts are incredibly convenient. You can listen to them anytime, anywhere, whether you’re commuting to work or doing the dishes.
- Podcasts offer a level of intimacy that other forms of media can't match. Listening to a podcast feels like you're having a conversation with the hosts rather than simply being spoken at.
- Podcasts are often free (or very low-cost), which makes them an appealing option for cash-strapped consumers.
Videos
A picture may be worth a thousand words, but as any marketer knows, a video is worth a million. High-quality video content can engage your audience on a deeper level. And with today's technology, creating and distributing engaging video content across all your channels is easier than ever. Video content marketing is essential for any medical device company looking to take its sales to the next level. By creating informative and engaging videos, you can reach a wider audience, build brand awareness and ultimately boost sales.
Newsletters/Books:
There's no doubt that the health care industry is complex. With so many different products and services available, it can be challenging for consumers to know where to start. That's where health publications can come in handy. By providing in-depth information on a variety of topics, these publications can help consumers make informed decisions about their health. By investing in health publications, you can reach a wider audience and build trust with potential customers.
White Papers
A white paper allows you to showcase your knowledge and expertise on a particular topic, and it also allows you to demonstrate how your product or service can solve the reader's problem. In other words, a white paper is a perfect opportunity to show potential customers that you are the right company for the job.
Webinars
Webinars offer several advantages over traditional in-person events:
- Webinars are much more accessible. There is no need to travel.
- Webinars are also more flexible. Viewers can watch a webinar at their convenience rather than having to schedule their day around a it.
- Webinars are interactive. Viewers can submit questions and comments in real-time, encouraging engagement and participation.
Thought Leadership
In today's fiercely competitive business landscape, establishing your brand as a thought leader in your industry is more critical than ever. After all, if you're not seen as an authority on the products or services you offer, why should prospective customers choose your company over the other options out there?
Content marketing is a powerful tool that can help you boost your brand credibility and establish your company as a thought leader in your field. By creating high-quality, informative content that provides value to your target audience, you can build trust and respect for your brand.
Pro tip: When it comes to thought leadership content marketing, no one is better equipped to help you than a health care provider. Their expertise and authority can give your content the boost it needs to reach new heights.
4. Distribute Content Across a Variety of Channels.
When it comes to distributing content, you need to have a plan. The first questions you should be ask are, where does my audience live? What kind of channels will they be navigating?
Next, you should employ a social content marketing strategy when deciding what channels your business will post on. You should select these channels based on how successfully your content performs on them, engagement rates and where your target audience lives. For example, if your target audience is teens and young adults, you'll want to ensure you're active on Snapchat and Instagram because these two platforms are incredibly popular with that demographic. If your target audience is Baby Boomers, Facebook would be a better bet.
As any savvy marketer knows, it's important to distribute your content across various channels to reach the broadest possible audience. But with so many options out there, how do you know which platforms are right for your business?
Here are a few things to consider when making your selection:
How successful has the content been on the current channel(s) you’ve been using? If it's getting good engagement and driving traffic, there's no need to fix what isn't broken.
Are there other channels that your target audience is active on? If so, it might be worth uploading content there as well.
How much time and resources do you dedicate to managing additional channels? Remember that quality is better than quantity when it comes to content marketing.
Once you've determined which channels are right for your business, it's time to start creating and distributing your content. Below are some examples of channels you can use.
Online/Website
One channel that you should include in any health care content distribution strategy is a website. A website provides a central location for all your content and allows you to control the message you want to communicate. Additionally, a website is an excellent way to drive traffic to other channels, such as social media and industry publications.
Social Media
Social media is another essential channel for health care content distribution. You can connect with potential and current patients and other health care professionals through social media. However, it's important to remember that each social media platform has its own unique audience, so it's essential to tailor your content accordingly.
Industry Publications
Industry publications are an excellent way to reach health care professionals. When creating content for this channel, it's especially important to focus on topics that would be of interest to your target audience.
By using a variety of channels, you can ensure that your health care content reaches the widest possible audience.
5. Leverage Credible Health Care Content.
In today's age of misinformation, ensuring that your content is credible is more important than ever, especially in the health care industry. But how do you achieve that?
Only use reliable sources. Don't just take information from anywhere — make sure it comes from reputable sources. That doesn't mean that everything must be from a peer-reviewed journal, but it should be from a source you know and trust.
Be transparent about your sources. For example, cite your sources if you're quoting someone or using data from another study. This will help people understand where your information is coming from and add credibility to your argument.
Don’t be afraid to admit when you don't have all the answers. People will respect you more if you're honest about what you don't know than if you try to fake it. So, if there's something you're not sure about, say so! It'll show that you're open and honest, and people will be more likely to trust what you say.
6. Consider Data Privacy Concerns.
Consumers are increasingly concerned about how their personal data is being used and shared, and health care is no exception.
From the removal of cookies to compliance with the General Data Protection Regulation and the California Privacy Consumer Act, there are several ways to ensure that data is kept secure. And as the studies show, when it comes to data privacy, health care is one of the most trusted industries.
7. Showcase the News
In today's rapidly changing health care landscape, staying up to date on the latest news and trends is more important than ever. You can position yourself as a thought leader in your field by sharing relevant and exciting health care news. But with so much information out there, it can be challenging to know where to start.
Here are a few tips:
- Identify the key players in your field or industry. What are the influencers saying? What are the up-and-coming players doing? Keeping tabs on these people will help you stay on top of the latest trends.
- Make use of social media. Twitter is an excellent platform for keeping up with current news and developments. You can follow hashtags, such as #hcsm (health care social media), #hcldr (health care leaders) and #mhealth (mobile health) to make sure you don’t miss out on health care related updates.
- Don't forget traditional sources of information, such as trade publications and industry reports. Regularly reading these will ensure you’re informed on all the latest health care news.
8. Outsource Content From Reputable Publications.
Like most content marketers, you probably feel the squeeze of trying to do more with less. With the "Great Reshuffling" and supply chain disruptions, all industries have been tasked with cutting costs and becoming more efficient.
Your content marketing budget may be one of the first places in which cuts are made, but there's no need to sacrifice quality or quantity. Instead, you can supplement your in-house content team by outsourcing content from reputable publications. Not only will this save you time and money, but it will also give your readers access to high-quality content that they wouldn't otherwise have.
Here are a few tips to help you get started:
- Do your research. Not all publications are created equal. Spend time reading through different options to find one that aligns with your brand voice and values.
- Have a vision for your project. Before reaching out to potential partners, take some time to develop a clear vision for your project. This will help you narrow down your options.
- Be prepared to negotiate. Remember that you're not the only one looking to outsource content. Be ready to negotiate pricing and deadlines to get the best possible deal.
- By following these tips, you can tap into a wealth of affordable, high-quality content.
9. Know Your Audience
When it comes to marketing your medical device, content is king. But simply churning out articles and blog posts isn't enough — you need to ensure your content is targeted, relevant and engaging.
So how can you make sure that your content marketing efforts are successful?
The first step is to know your audience. What are their needs and pain points? What kind of information are they looking for? The better you understand your target market, the more effective your content will be. Once you know who you're trying to reach, it's time to create content that is interesting, thought-provoking and valuable.
10. Think Visually.
According to research, our brains process images 60,000 times faster than text. When you're creating content, it's essential to incorporate compelling visuals like photos, infographics and videos. This will help grab attention and communicate information more effectively.
Ensure that your visuals are supported by well-written copy that provides value to your audience. After all, even the most eye-catching image won't do much good if it doesn't capture the interest of your target audience.
11. Make It Interactive.
Marketing a medical device can be a daunting task. With so many regulations and restrictions in place, it can be challenging to know where to start. Creating interactive and engaging content like quizzes and polls is a smart way to reach a broad audience without breaking regulations.
12. Promote Your Device Effectively.
Marketing a medical device is no easy feat. First, you must create a product that meets the needs of your target market, and you also have to find a way to get people to buy it. One of the most effective ways to do this is through content marketing.
However, simply creating great content isn't enough. You also need to make sure that you're promoting it effectively. Use social media, email marketing, paid advertising and other channels to get your content in front of as many people as possible. And don't forget to use search engine optimization best practices to ensure your content is easily found by potential customers searching online.
13. Optimize Your Website for Search Engines.
By creating informative, keyword-rich content, you can attract the attention of potential customers and search engines alike. But you also need to ensure your website is optimized for search engines if you want your content to be seen by as many people as possible. That means including relevant keywords in your titles and descriptions and structuring your site in a way that makes it easy for Google to crawl.
14. Analyze Your Results.
If you're marketing a medical device, you must ensure your content is top tier. Here a few tips to help you out:
- Always track your results and analyze what's working and what's not. This will help you fine-tune your strategy and create even more successful content down the line.
- Don't just create content for the sake of it; make sure every piece has a purpose and that it aligns with your overall marketing goals.
- Keep an eye on your competition and see what they're doing right (and wrong).
Final Thoughts
Like most people, you've probably spent a lot of time on the internet reading articles about various medical devices. And while there's no shortage of information, it can be tough to sift through all the noise and find the reliable information you need.
Thankfully, NYTLicensing is here to help as a trusted source specializing in curating high-quality content for medical device sales. We understand the importance of credibility in this industry, and we strive to provide our clients with the resources they need to be successful.
