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Weve said it time and time again. Times are changing in the
medical device industry, and companies can either choose to change
with them or be left behind.
What are medical device companies to do?Here are four new
fundamentals that will be critical for the future of medical device
marketing.
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Four New Fundamentals31234Find the Human StoryLadder to
ActionBuild a Measurement-Friendly CultureShape the Long
Journey
4Find the Human Story1
Find the Human StoryTodays patient does not care about clever
engineering or product developmentInstead they crave social proof
when they are unsure how to behave, they look to others for
cues
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Concept in Practice:
Tell authentic and compelling stories about the positive impact
your technology has had on patients. Put your testimonials front
and center on your website.61Video Testimonials
WINHow to the Internal BattleEducate upper management on the
value of story telling Working closely with legal to allow for
flexible film making Scripted testimonials will not support social
proof
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Skills, Technology, Process8Work with expert filmmakers and
storytellers Dont waste internal resources trying to build this
expertise in-house
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9Ladder to Action2
Ladder to ActionDont assume your patients will find your
call-to-action (CTA) on their ownIdentifying your CTAs in order of
value to the business, and then lead prospects up the ladder to the
CTAConsider the value exchange of each CTA and let your prospect
understand what they are getting in return10
Content
Value Exchange
Call to ActionInformation ArchitectureDesign
12345LeadCapture6
Concept in Practice:
Use your website to communicate the clinical benefits of your
product, but make it clear that only a physician can determine
need. Then create a powerful CTA linking to a locator you
provide.112Physician Locator
FIND A PHYSICIAN NEAR YOU
WINHow to the Internal BattleDont confuse activity with
resultsUnderstand what the meaningful CTAs are for your audience By
the way, its not your web trafficClearly communicate and reach
alignment with management122
Skills, Technology, Process13Make sure your marketing department
understands persuasion theory.
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Great Book!
14Build a Measurement-Friendly Culture3
Concept in Practice:
Imagine a physician locator that tracks how many calls are
placed, whether or not they result in an actual appointment, and
how many eventually undergo scheduled procedures. 153DTC
Tracking
This Technology Exists!
WINHow to the Internal BattleBuild a marketing culture that
supports trial and errorDo not penalize people for not getting it
right the first timeEmbrace the try-measure-respond approach
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WINHow to the Internal BattleLegal and regulatory approval times
need to be shortened to allow to test and iterate quickly Include
these teams early in project discussions so they feel vested and
part of the solution173
Skills, Technology, Process18Map corresponding metrics, tools
and technology needed to achieve business goalsIdentify what you
want to know and then spend the time to figure out how you can
gather that critical data
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19Shape the Long Journey4
Shape The Long JourneyProspects are typically only at the
beginning of a long, long journeyDuring this time, the benefits of
the procedure need to be consistently reinforcedPatients will need
to ask questions and gain confidence before they commit204
Concept in Practice:214CRM Email Program
Create a communication stream that touches prospects and shapes
their thinking during the decision making period. Build rapport and
trust, and ramp up the selling in later phases once your audience
already likes you!
WINHow to the Internal BattleThe marketing team, not the
information technology team, needs to lead the CRM
initiativesConsider an ambassador between marketing and IT. Someone
with technical experience who can hold their own at the
negotiations table in the face of objections224
Skills, Technology, Process23Talk to patients directly, or do a
listening exercise online to see what patients are talking
aboutThen, create a multidimensional customer persona and create
your CRM campaign based on the appropriate cadence
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ConclusionMed tech companies are facing a new business
landscape. Given the new regulations, market constraints and
empowered consumers, methods of the past likely wont work in the
future. Now more than ever, marketing can be in the drivers seat
when it comes to creating physician and patient demand if you
integrate these four best practices into your marketing
strategy.24
25ABOUT GREY MATTER MARKETING
Grey Matter Marketing is a full-service, award-winning marketing
agency working exclusively with medical technology companies. We
provide the marketing architecture to build strong connections with
providers and patients to drive adoption of innovative technology
that improves lives. We have a proven track record in developing
both traditional and digital plans that create compelling marketing
experiences and drive business results. Our strength is finding the
important truth in any communication effort, and translating that
truth into something your customer understands, and more
importantly, feels. Armed with this knowledge and insight, we roll
up our sleeves and do what we do best: work hard, think
strategically and deliver.
www.greymattermarketing.com
