Leading Physician Engagement Strategies for Medical Device Manufacturers

By MedTech Outlook | Tuesday, December 01, 2020

According to a poll, over 68 percent of respondents’ favor being contacted through email, while only 11 percent want data through direct mail or in-person visits. Useful emails capitalize on segmented lists and tailored messages.

FREMONT, CA: Historically, medical device manufacturers primarily engaged with physicians through sales reps directly at the practice or invite them for lunch to discuss products further. In today’s market, sales and marketing tactics that were useful a decade ago no longer works.

Today, the following physician engagement strategies have proven productive for several leading medical device manufacturers:

1. Use of Tailored Email

Email continues to offers a backbone to digital marketing. According to a poll, over 68 percent of respondents’ favor being contacted through email, while only 11 percent want data through direct mail or in-person visits. Useful emails capitalize on segmented lists and tailored messages. While another report notes that marketers who segment their lists experience 38 percent increased open rates, 34 percent greater email relevance, and 28 percent lower unsubscribe rates.

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Moreover, personalized, pertinent emails drive 18 times more income than broadcast emails. Ensure that the emails speak directly to physicians or healthcare professionals, from the salutation to the images’ content, to drive the digital engagement and marketing results.

2. Develop Physician Buyer Personas

Personalizing marketing campaigns is crucial. So, how can medical device manufacturers generate more personalized marketing? Organizations can create buyer personas, counting one for each profession. Buyer personas are fictional, comprehensive representations of ideal customers. Furthermore, it offers businesses precise insight into each target market’s exact motivations, worries, frustrations, key activities, issues, and opportunities. Therefore, firms are likely to sell the same products to each target audience, the approach, images, language, and messaging would be tailored differently.

3. Get Social with Physician Prospects

One collaboration platform for physicians found that 65 percent of physicians use social media sites for professional reasons and believe that social media enhances the care they deliver and 24% of physicians use social media every day to learn new medical data.

Many MedTech companies are benefiting from the growth of physicians’ use of social media. They have efficaciously created a presence on Facebook, Twitter, LinkedIn, and YouTube. For instance, CEO tweets, sending a clear signal about the firm’s commitment to social media, are widely seen today.