What do health care consumers want to know about your products and services?
Products and services can be high tech and innovative, but how will it help solve the problem? Why would a consumer choose your product over a less expensive solution? It still does the same job right?
What needs to be articulated is the overall benefit to the consumer. The unique features of your product and services need to stand out, and prove how they meet the desired outcome of the consumer.
FACTORS TO CONSIDER
- Product specifications and their importance in the relative health care setting.
- Product certification with the relevant regional authority.
- Understanding of current health issues and trends related to this product.
- Features that benefit the end user and their quality of life (QOL).
- The unique selling proposition (USP). Remember, service matters as well.
- The problem and how your product provides a solution.
- Training requirements and packages offered.
- Identify the target audience and what areas they specialise in.
- Investigate the advertising channels where your target audience perform their product research.
In Australia, medical devices need to be certified by Therapeutic Goods Association (TGA).
“WHAT REALLY MATTERS TO THE CUSTOMER, THAT’S THE REAL QUESTION”
If you’re in direct contact with your customers, why not ask the question? Customers really don’t mind telling you what they need, want or like. Receiving direct feedback is empowering for any content marketing strategy.
Analytics can’t tell you everything. You have to use traditional methods to understand certain markets. Good communication is key.
“QUALITY CONTENT TAKES TIME”
When producing quality content, ensure you allocate a good amount of time. Quality takes time and is necessary to research and produce engaging content.
If you lack the time and/or writing ability, there are many content producers available to help you. Some content producers are broad in their services and others like Strategic Mode, specialise in an area of their expertise. For us, it’s health care.
ONLINE TRENDS TO BOOST YOUR PRODUCT PROMOTION
It’s well known that video boosts engagement, so it’s at the top of my list for creating engaging content. I enjoy watching quality product videos, but I also like to delve deeper into specifications and clinical conditions.
Let’s go through a few trends to consider when creating engaging digital content for medical devices.
I’ve seen some excellent product videos which have been produced by leading equipment manufactures. This form of promotion is highly engaging, and can really showcase your product. Check out this product video from Linet, this is quality marketing in action.
Offering online learning to customers is a great way to raise brand awareness, and engage with customers. Connect E-learning to digital brochures or social media, and make it easily accessible to your customers.
Training videos have been produced for some time and can be made accessible online via secured portals. Gone are the days of handing out CD’s or memory sticks.
Online learning is a valuable resource to health care workers, and can be accessed at any time of day, any where in the world.
Medical devices can be highly technical, with a long list of specifications and technical data. Customers will research this data, and want to download this content to compare to other products, or as a reference.
Making this content downloadable means you can minimise the amount of content that is published on your website.
I learnt very early on in basic graphic design, that if an image is not of good quality, don’t bother using it. Images must be clear and defined, and engaging in content. Always use quality images that are relevant, that compliment the content, and visually engage your target audience.
Your website is the main hub for digital content, and can also help drive traffic to other sales channels increasing reach and engagement.
However, overloading your website with too much data can be un-engaging. Here are a few features from WordPress, which can help minimise the way data is displayed are:
Utilising features such as a Easy Responsive Tabs, can help minimise the way product specifications are published. This makes the data accessible to those who require that level of detail.
Enabling downloadable content minimises the amount of content needed on the website. For instance, digital product brochures can be opened and viewed from websites, and downloaded if required. Data is therefore provided on the pdf, rather than on the web page.
Landing pages need to direct your audience to the right information. Directing traffic to the home page is less effective than landing on a page relevant to the search, or product promotion.
Last, but by far not the least. Social media is increasing in use, and is a great way to publish news and events, product launches and updates, company news and developments, video releases or e-learning opportunities.
One of the best resources for market information is your direct to market sales teams. They walk the wards and understand environment. They also know their customers, and can openly gain feedback due to a trusting client relationship.
Communication is so important in capturing opportunity. Our traditional forms of communication such as meetings, phone calls and email, are now complimented with other digital features such as:
Take a look at your current content for your medical devices, and consider some of these options to lift brand awareness, and show off product features. Quality content really does engage the right audience.
Principal Consultant and Owner
Strategic Mode Pty Ltd