Three Things You Need to Know to Fine Tune Your MedTech Marketing
Ruaidhri Prendergast
I help Business Owners SYSTEMIZE the business so you get out of the nitty gritty & it functions on its own WITHOUT the fear of letting go in as little as 90 days + if it doesn't work you DON'T pay!
When you are marketing medical technology, whether you are a contract manufacturer or a wholesaler, you won’t succeed with the same tactics used by companies selling to the general public. You are selling to a very tightly defined market – professional medical technology buyers. Their age and interests are irrelevant because buying is their job, not their personal passion. Fine tuning your medtech marketing to reach this specific group will save time, energy and resources. In short, it will save money. So how can you do it?
- The internet is a vast place, and blasting your message randomly is completely ineffective. The first thing you need to know is where online to find your potential customers. Look for professional groups on LinkedIn and Facebook. Check who is following your competition. Watch for forums being promoted at professional conferences. This tells you where you can find your serious buyers.
- Follow along these forums and learn what concerns your market has. What are they asking questions about? Are they ranting about any gaps in the market? What unmet needs do they have? What do they want to do? This tells you what benefits they want from your product.
- As you watch your potential buyers online, notice how they use the internet. When are they online? Do they interact through comments on blogs? Do they retweet often? Do they search for information by asking peers in professional forums? Is the tone personal and informal or strictly professional, no-nonsense? This tells you how to present your company to your market.
When you put these details together, you can create a composition character to imagine as your serious buyer. This fictional character created from solid market research and a bit of imagination and common sense is called a buyer persona. When you develop your marketing strategy and messages, directing them at this buyer persona will keep your efforts focused and efficient.
Find out more tips and tricks for marketing medical devices here