What brings me here?
Being a Medical Device writer is no cakewalk!
It might look fabulous and very shiny but the road isn’t as rosy as it looks. There are things while marketing & branding a Medical Device which make it way more complex than others.
I’ll try pointing out a few of them here to leverage attention on what makes marketing a Medical product difficult than others.
Niche
Medical Devices, Medical Manufacturing, Pharmaceuticals, Drugs and related arenas are narrow. The ways to deliver information are very restricted. One needs to balance practical aspect of the information with equal amount of creativity. While strategizing a campaign, post, write-up for a medical device it’s important to weigh the sensitivity of the information you want to convey.
Audience
In Medical or allied health marketing, the audience is usually a Doctor, Dealer, Distributor, or Health Consultant. But, the problem is often marketers forget that they are humans too. The pain points for which the solution is created are common to all. The communication might consider more regulatory and scientific facts but eventually, the pain points remain the same. The value a product adds to the existing range of solutions in the arena is what matters at the end of the day. The information conveyed must understand the audience as physicians or health professionals as well as humans. Keeping the information restricted to Technical Jargon or irrational facts might make it elusive and less human.
Branding Guidelines & Legal Regulations
Health is a critical subject to deal. The guidelines and regulations related to the marketing of Health-related Devices & Products are stringent. One needs to comply with major guidelines to avoid any legal claims & mess. It’s important to keep an eye on competitors marketing strategies. There is enough past evidence to conclude an error in marketing strategy can incur a big loss in terms of finance and time.
Marketing in Medical Devices is a challenging & interesting task. Letting go of conventional marketing ways of the ’90s and adopting new-age Digital Marketing can boost your medical device product branding.
Originally published at https://joharidigital.medium.com on June 12, 2021.
