Medical Device Marketing: How to Market to Doctors and Physicians

Medical Device Marketing: How to Market to Doctors and Physicians


Not closing as many sales for your medical equipment? You need a new medical device marketing strategy. Here’s how you actually market to doctors and physicians!

Medical device marketing can be a long and strenuous process. Despite advances in technology, simply entering the market is difficult. But it’s not impossible, and can potentially be a lucrative enterprise.

America is the largest medical device market in the world and is expected to rake in $155 billion in 2017. There are over 6,500 medical device companies in the U.S., most of which are small and medium companies.

Many of them, however, produce little or no sales revenue.

Even if your product provides a better experience for doctors and patients, it may not be enough. Getting the edge in marketing can make a big difference. So what’s an effective way of marketing to hospitals and doctors / physicians?

Here are some tips to help with medical device marketing.

Build relationships with decision makers

Once you’ve got your medical industry marketing list, it’s time to start communicating. Personal visits are a great way to connect with doctors/physicians and hospital representatives. They also give you a chance to show off the equipment and discuss the benefits.

The goal is to get a doctor to try the equipment in a live setting and be so captivated he wishes to use it for all patients. In a hospital, the administration has the final say on all equipment used at the facility.

Sometimes doctor’s offices and hospitals may form a joint purchasing group.

It’s crucial to develop relationships with both doctors and hospital administration members. Doctors / physicians will recommend equipment to the hospital. Administration members ultimately make the decision to buy.

Administration members ultimately make the decision to buy.

Adopt digital technology and content marketing

Face-to-face meetings provide a more personalized experience for potential buyers. Promoting this way, however, can be inefficient. Digital technology and content marketing give you a way to reach a larger audience.

Digital technology and content marketing give you a way to reach a larger audience.

Emails and social media can be an effective way of alerting consumers to your product. Creating initial interest will help drive potential buyers to your website. The website can present your product in more detail.

Content marketing is also a good way of exposing your product to both doctors and patients. Publishing articles, graphics, and videos that relate to your target consumers will bring more people to your website.

It’s why more companies are creating content marketing strategies to help sell their products.

Search engine marketing strategies also help boost website traffic. A more search engine friendly website makes finding content easy.

Practice persistence and patience

Physicians and hospital administrators are busy people. On top of that, they are regularly contacted by medical salespeople.

Setting up a meeting may take several attempts at communicating.

After starting a conversation, you must develop trust before trying to close a deal. If a doctor has been using a competitor’s device for years this may take time, even if your product is superior. New doctors tend to be more open to trying new equipment.

Consider independent distributors

Oftentimes, independent distributors represent many medical companies and products. It’s a good way for doctors and hospitals to save time if they don’t want to deal with a large number of suppliers.

Distributors already have the confidence of doctors and hospitals that are regular customers. Getting them to introduce your product can be an easy way to enter the market.

Let’s get to medical device marketing

Got any experience marketing from industry lists? We’d love to hear from you.

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