Medical Device Marketing Agency

Over the last decade, the power dynamics of buyers and sellers has changed. Thanks to the internet, buyers now have all the control.

They want information that will help them find a solution to a problem, goal or challenge that needs to be met. This information needs to be convenient for them, where they want to get it, and in what form they want it. They will self-educate on solutions for their problems or goals, and only then decide if and when they buy a certain product or service to help them.

The same applies goes for medical device sales. You know the traditional playbook: you hire out a fleet of sales reps and assign them territories. These reps make the rounds, visit medical practices, attend surgeries, stand at trade show booths, and so on. They try to build relationships with medical clinic prospects, hospital prospects, and distributor prospects via in-person sales calls, etc.

But what about your prospects’ relationship with your company itself? After all, sales reps can (and do) leave, taking their strong relationships with them. Of course, they probably signed a non-compete agreement, but that doesn’t really help you because the replacement rep you hire also has signed a non-compete and has to start building relationships from scratch.

Building Strong Prospect Relationships with ClearPivot’s Inbound Marketing Services

What if you already had a strong relationship with your prospects before a salesperson even contacted them? What if your prospects already knew that your products get the job done, that your track record is solid, that your devices are the best on the market? What if your prospects were already finished with 70% of their decision-making before their first conversation with you?

Finally, what if a prospect themselves asked a sales rep to come on by for a presentation, rather than always the other way around?

If you could attract the ideal prospect to you without ever requiring a rep to make a sales call, without ever having a rep stop by an office. Your prospect calls YOU.

That’s the magic of using inbound marketing to market your medical device products: prospects come to you.

Why Inbound Marketing?

As mentioned above, modern buyers have all the power nowadays – not your sales reps.

In addition, we all know that many medical devices are highly complex and sensitive technological devices, costing hundreds of thousands of dollars. Every single purchase is a huge fixed capital investment. Any owner of a medical clinic, hospital executive, etc. is going to think long and hard about whether to purchase a new MRI machine, heart-lung bypass machine, surgical robot, or laser machine, and consider all the aspects of such a purchase.

In other words, the decision to buy a medical device – and the decision of which manufacturer to buy from – is a long one. It can be months or even years, depending on the device and the buyer.

In a nutshell: your prospects are going to think about that decision over a long period of time: it is a considered purchase:

• What are the typical patient outcomes?
• What are the device specs, track record, and warranties? Are there any add-on costs beyond the list price?
• What makes the newest iteration of a particular device meaningfully different from the previous generation?
• What maintenance needs will the device have? What do the maintenance plans look like and who provides them?
• What type of depreciation and amortization can they expect?
• What about breakdowns? How fast can a temporary or permanent replacement become available?

When you engage in strategic inbound marketing, you’ll be giving prospects the answers they want and need over time. Over that time they’ll start to trust your knowledge and manufacturing expertise. They’ll know they can count on you and your device to optimally perform for their patients and their healthcare facility.

This means that when they’re ready to buy, they’ll buy from you.

Here are 35 statistics that prove the effectiveness and ROI of inbound marketing.

ClearPivot’s Strategic Medical Device Inbound Marketing Services

Here’s a short overview of our team's inbound methodology, divided into six sections, detailing how and why they work.

1. We’ll Attract Visitors to Your Website

How old is your website? If it’s more than three or four years old, it is probably time to update. As much as we’d like not to have to update our own website every handful of years, it has become a necessity today – for several reasons:

• You need to ensure it’s as up-to-date on modern user interface expectations as possible.
• Your site must have the latest in security as your prospects and customers understandably are nervous about identity theft.
• Most importantly: your website must make it as easy as possible for prospects to find you and, once they arrive, quickly find and be able to digest the information they seek.

We help prospects find you by building your site’s structure around the subject matter areas that correspond to the topic phrases your prospects use when they search the web for answers to the questions and concerns.

Once they arrive, we ensure that your website enthralls your visitors with intuitive navigation, action-oriented copy, blog posts that answer their questions, and strong calls to action.