With the emergence of new technologies such as artificial intelligence (AI) and Machine Learning (ML), the cycle of innovation and disruption is imminent for all the industries and sectors.
Medical devices sector is predicted to be growing at a CAGR of 5-6%, which means that the current market share of worldwide medical devices manufacturers is going to grow up to $600 billion approx.by 2025.
The three main key drivers for the growth of this sector are Opportunities in the emerging markets, technology innovation and Increase in Chronic diseases.
These key drivers are in a way interdependent on each other. Due to sedentary lifestyles, increase in population, there is an increase in chronic diseases.
For many decades, most of the medical device manufacturing were based in North America (nearly 25%) and in Europe but now the gears have been shifted to other emerging markets (especially, Asia Pacific region) mainly due to rising population, growing income among the middle class families, affordability and innovation in technology, medical devices companies are set to target new audiences.
Due to the emergence of the middle-class demography in the Asia Pacific markets such as India and China, which are known as the powerhouse of cost-effective medical devices manufacturing, the existing medical devices players need to disrupt constantly to compete with the local markets beyond North America and Europe.
Due to increased competition in this industry, one of the biggest challenge faced by the medical devices companies is to provide cost effective devices to the new and existing audiences.
Hospitals and Care Units who are the end users of the medical devices are competing against each other to provide disruptive and exceptional medical care to its patients in a cost-effective manner.
The demand of hospitals to use an intelligent, robotic equipment using AI and ML is increasing, in order to serve niche customers with specific needs.
The marketing team of medical devices company have pressures to ensure that they stand out among their competitors and provide a clear message about their brand and devices in the marketplace.
Therefore, the marketing department of medical devices company need to have a solid marketing strategy to compete, sustain and launch into the new markets.
Hence, the marketing teams are struggling to provide an inbound and outbound message to their clients.
A website with a clear message, and a modern look & feel plays a very important role in providing outbound message to its clients including Doctors, medical specialists, healthcare professional and hospitals.
Therefore, the key areas to focus on a successful medical devices marketing should touch upon following areas:
Brand – the brand message should be clear about who you are and who are your customers, your purpose and vision along with a targeted content on the medical devices you supply and distribute.
During an initial phase of website development, we help our clients to understand their customers, map their customer journey via heat maps and create customer personas that resonates customer challenges, what are their expectations from your company, what are the opportunities to improve so that we can carve a clear message for the targeted audience.
Website – A modern website is key to attract your customers. The website should focus on the content that includes high fidelity images, videos, a clear taxonomy and a layout to find devices information, brochure. The website design should be fresh and modern looking.
Website is a powerful tool for lead generation, and it can be a central hub for your marketing team. Every marketing technique and campaign should result in bringing more traffic so that your marketing team can covert that traffic into leads and eventually towards sales.
Therefore, website is an important tool to increase and retain customers.
As part of an inception phase, we focus on designs, targeted to your audience. We create prototypes and clickable wireframes for you to try and run design lead acceptance testing with your end users to gain real-time feedback form your audience.
We run design lead sprints that focus on modular design, information architecture (IA), page layouts, specific landing pages, content, style guide (colour font) suitable to your brand and products, SEO, traffic etc.
We prefer to use open source content management system (CMS) which suits best to your needs and is easy for the content editors post launch to add and publish content.
As part of our website development, we focus mainly on two areas – ease of use and scalability, keeping your future objectives in mind. Hence, we provide full back up and training to your in-house team to settle down with the new website.
All our source code is warrantied for at least 90 days.
Integration with Social Media and email marketing tools – Social media plays an essential part in everyone’s life and therefore, your website should have a social media strategy to derive more audience towards your website and along with targeted email campaigns for your audience, whether it is a press release for launching a new device in the market or sending a medical device brochure and newsletter to your targeted audience.
We work with your marketing team to formulate a social media strategy and best tools to integrate your website with the email marketing tools with a content management system (CMS).
Also, we work with you to integrate your website with the CRM tool, so that all the leads and conversation can flow fluently – for example, a lead generated from your website, recorded in the CRM tool for nurturing and sales / marketing team following up and sending the newsletter or a brochure, sales team engaging with the prospects, all conversations and data is being recorded in the CRM system.
We do help websites to integrate with Google Analytics to analyse traffic, its origin, focused on specific devices, landing pages, audience etc and generate a dashboard for you to analyse and target your marketing campaigns.
At Aravian, we work very closely and collaboratively with marketing teams from medical devices manufacturers, distributors and suppliers, to help them on brand repositioning, designing (UX/UI), selecting appropriate content management system (CMS), launching new websites, building landing pages, integrating with Email marketing tools, CRM systems, Social media and generating new revenue streams.
