Three Tactics For Better Medical Device Marketing Engagement
With health care professionals’ (HCPs) rapid adoption of tablets and smart phones – digital is quickly becoming a powerful option for medical device and pharma marketers to drive more engagement with prospects. This is a boon to sales teams looking for more qualified leads and more sales-ready prospects.
Here are three tactics to help medical device marketing and pharma marketing teams increase customer engagement and improve lead conversion.
Choose the Best Marketing Channels
It’s not quantity – it’s quality. Not how many channels, but making sure you’re on the right channel. In a recent MMA roundtable, experts cited better results and customer engagement when the focus is on using the channels your audiences like.
Today’s HCP is far more likely to read news online or via mobile. According to Fierce Mobile, the average person now spends 65 minutes a day viewing content on a mobile device and about 40 minutes reading print. And with the high adoption rate of iPads (and smartphones among physicians (27% and 72%, respectively), an integrated digital (web and mobile) strategy is a must.
Focus on Engagement
Make them yours. Get them involved with your product and your brand. Get them to participate and interact (see the last paragraph of this article link). This is especially true of complex sales propositions common with new drugs or evolutionary treatments. Use technology to simplify your unique selling proposition and engage the audience. This works for both HCPs and consumers.
Entertaining experiences such as interactive videos, games and educational tools can be quite effective at appealing to the interest of prospects. Combining these tactics together can drive engagement even further. For example: a quick video animation showing a drug’s mechanism of action followed by an interactive educational game and finished off with a short testimonial from a patient or expert HCP.
Educate for a 360-Degree View of the Physician
You’ve taken them through an experience, now take them one step further—or actually closer to you and your brand. Provide content that not only helps them make a decision on your product—but shows them how to ensure high patient satisfaction. This means developing materials that address best recovery tips, best practices, post-treatment regimens and expectations, etc.
By placing these behind a form—or at least identifying the physician downloading the materials—you’ll gain valuable information about what matters to individuals HCPs. And keep it simple. You really only need an email and phone number to continue the dialogue and move the prospect to the next step in the cycle. Physicians will appreciate it. Sales will appreciate you.
What tactics have you used to increase engagement? Leave your comments below and let’s discuss it.
Photo credit: Toca Boca
