As a senior living facility, you might think it’s easy to identify and connect with your target audience. After all, it’s right there in your business description. Seniors. The aging and elderly part of the population who require increasingly intensive and specialized care as they transition through their final phases of life.

Yet how well is your business actually prepared to engage this customer demographic? The likelihood is you’re operating under some older assumptions about seniors and their needs, and are overlooking branding opportunities that could spur growth for your living facility.

The best way to market any medical device depends on the specific product and, therefore, who you’re marketing to. Success comes from tailoring content and campaigns to match your targets’ needs and interests, as well as where they are in the buying cycle. So the first step is creating marketing personas that represent each segment of your target audience.

Once you have clearly defined your key targets, you can flesh out your medical device marketing strategy with content you know will be well-received.

Choosing a marketing agency for your retirement community can feel daunting. It is essential to find a team that inspires trust and confidence in their ability to achieve strong results with strong ROI. But it is equally essential to find a team of people you like – people who make you feel comfortable as well as inspired – because successful marketing is a partnership.

Perhaps your medical devices are so unique and miraculous that they sell themselves.

You Cannot Have One Without the Other

Ah, CRM. It’s one of the most common acronyms used by sales and marketing professionals these days. But are we talking about Customer Relationship Management, or Customer Relationship Marketing? The truth is, you can’t have one without the other – at least, not if you want to grow your medical device manufacturing business.

You can’t attract attention to your brand or your specific products, or expect to keep prospects interested, without “catchy” content. You can’t track your content’s performance or engage with individual leads, without the right tools. That’s why we speak of CRM in two somewhat different but equally important ways.

Differentiation Among the Masses

To sell your medical devices, you have to introduce them – and your company – to prospective buyers. Sounds simple, but selling successfully in your highly competitive marketplace requires well-honed, strategic effort.

Thanks to an aging population and advances in medical science and technology, there is greater need for a wider array of medical devices than ever. That’s good news, but it also means you face ever-tougher completion. Standing out in today’s cluttered marketplace is critical. To do that you must pivot from relying on traditional, old-style marketing strategies to focusing on newer, more effective medical device marketing strategies.

Facebook is Still a Powerful Tool

Why Facebook? Your company manufactures medical equipment, so at first glance it may seem that Facebook would be a poor fit as a marketing tool. However, nothing could be further from the truth. In fact, you really can’t expect to improve your brand’s visibility, sell your products, and grow your company without a strong Facebook presence.

Physicians, dentists, clinic managers, hospital department heads and procurement managers, even distributors who might rep your products – they are all marketing targets for medical device manufacturers. And you can reach all of them on Facebook. You can build brand awareness, brand trust, and brand advocates.

Sounds great, right? But how can you reap all those benefits?

A Multi-Dimensional Approach

Successfully marketing the medical equipment your company makes requires a multi-pronged approach – using a variety of formats and channels to reach each of your key target audiences. The complexity can quickly overwhelm you. Technology is crucial, to streamline processes and ensure content is published on time, in the right place. But you need the right tool to do the job well – and as effortlessly as possible.

The HubSpot platform has long been the go-to solution for companies across virtually all sectors that want to maximize results and ROI from their digital marketing. For medical device marketing, HubSpot is ideal for reaching out to prospects, nurturing them as leads, converting them to buyers, and keeping your company top-of-mind with them in the future to encourage repeat sales.

The state of your marketing and sales

Have you taken a hard look at how sales communicates with marketing and vice versa? Marketing and sales teams don’t need to be competing with each other; they need to be working together. Analyzing how your teams interact and fixing those issues will help out tremendously in the long run and in the short term with your buyer persona development. Your sales team talks with prospects on a daily basis to try and sell them your solution/product. If marketing can understands those pain points, they can create content that speaks to those people. And provide material for the sales team to help make the sale.

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