Are you in the MedTech industry wondering why your company’s growth is not meeting expectations? Investing in a digital growth strategy is the best thing you can do.
For the healthcare and MedTech industries, your marketing goal should be to meets users’ expectations. Did you know that 48% of website visitors leave the site before clicking past the first page?
The solution to this: having a customer-centric marketing strategy that answer the user’s questions before they ask them.
Here are 4 reasons why your MedTech marketing team should invest in a new digital growth strategy:
- Fix any outdated strategies
- Make sure you’re mobile-optimized
- Update channels to align with the customer journey
- Activate a cohesive multi-channel strategy
Fixing Outdated Marketing Strategies
One of the biggest mistakes you can make is to create a marketing strategy and then avoid re-strategizing and updating it. Successful marketing is an on-going process!
Here are 3 ways you can update your healthcare marketing strategy to start seeing better results:
Completing a Website Refresh
Having an outdated website can make the buyer journey difficult. Lengthy load times directly contributes to higher bounce rates!
Fact: as page load time increase from 1 to 3 seconds, the probability of the user leaving the site (“bouncing”) increases by 32%!
Optimize your biggest digital asset with a website refresh to make sure you’re taking advantage of this long-term, lead generating marketing asset.
Social Media Strategies for Healthcare Companies
For a long time, social media was seen as a place for personal content and a select few B2C industries.
If you’ve been looking for a sign to get your healthcare company on social media, here it is!
Here are some of the best ways to take advantage of social media in healthcare or MedTech:
- Twitter: to participate in trending conversations
- LinkedIn: to engage with clients and consumers professionally
- YouTube: to take advantage of the video medium *see next section about this!
Taking Advantage of New Tech
It feels like every week there’s a new technology available to use for marketing.
Let’s talk about 2 specifically: Virtual Reality. and 3D Animation in an app.
One of our favourite things to do for our healthcare marketing clients is to create 3D animation videos to demonstrate their new products!
Another example is using marketing technology and innovation for the launch and trade show promotion of Grifols‘ new lab product using virtual reality. We designed a virtual reality lab tour. The app generated such a buzz that we turned it into a video so that the app can be repurposed on their digital channels!
2) Making Sure You’re Mobile-Optimized
In today’s world, everything is mobile.
Although having a great looking website on desktop is important, making sure it’s mobile-optimized and responsive is likely even better.
Our #1 tip is to design your website to be user-centric. Investing in a mobile format during the design and development process is crucial. This ensures that your content will translate from desktop to mobile seamlessly, right from the start.
3) Catering to The Customer Journey
The MedTech and healthcare industries are different than typical B2B / B2C companies.
Most of the time, the information they need to convey is highly technical and detailed. So, by making it easy for your customers to follow along, you’ll end up seeing more conversions and attracting more leads.
Whenever you’re writing content, creating infographics, or designing new landing pages, keep the customer in mind!
Here are some ways you can cater to your customer journey:
- Creating Customer Personas
- Conducting Research such as Heat-Mapping and Google Analytics
- Following Industry Influencers
- Using UI and UX Design Techniques
4) Activating a Multi-Channel Strategy
The motto for a digital growth strategy is the more, the merrier!
A common misconception about multi-channel strategies it they’re time-consuming or expensive. We’re here to tell you that’s not the case, especially if it’s optimized for brand cohesion.
The best way to engage in multiple channels is to re-use content across platforms and cross-promote. All your channels should be linked in some way to convey a cohesive brand to your clients and customers. This might look like:
- Promoting your website’s blogs on social media
- Promoting new landing pages on social media
- Directing website visitors to social media pages (like YouTube) to learn more about your products in detail
A cohesive multi-channel strategy doesn’t need to be more work, but it will generate more ROI.
Need Help?
If you’re a healthcare or MedTech company in need of a digital growth strategy, you’re in the right place. Pace Creative is a full-service marketing agency, and we have tons of experience in the healthcare and MedTech industries!
Contact us today to get started on your digital growth strategy and you can start seeing that dream lead generation and revenue growth.
