Methods of Promoting Medical Products to Your Target Market

Updated on March 3, 2021

Medical supply companies produce equipment and devices that improve the lives of people. High-end medical tools and supplies, for example, enable doctors to perform surgical procedures on patients effectively and efficiently.

Selling medical equipment to your intended audience, however, isn’t easy. Physicians, for instance, might be hard to reach over the phone, as they’re constantly seeing patients.

If your medical supply company is looking to sell to physicians and hospital administrators, you’ll need more than just top-notch products. You also have to make your business known and gain the trust of your target market before they do business with you.

Here are seven strategies to help you promote your medical devices, equipment, and supplies effectively to your market:

Use Translation Services to Connect with Your Audience

If you want to promote your business to your target market, you must improve your discoverability first. This means finding ways to attract audiences to your website and content. To reach a larger audience, it will be easier to use more than one language when marketing your medical products. With more than 15% of adult Americans who are not fluent in English, translating your materials to other languages will help you communicate with more customers.

Moreover, one of the benefits of marketing translations in other languages is the optimization of your website or content. English is a universal language which means that you have more competition with it. With proper translations, you can enhance your Search Engine Optimization (SEO) visibility by ranking in other languages with less competition. However, make sure to hire expert marketing translators to retain the quality and accuracy of your content. Check out this translation services site to strengthen your connections with more customers.

Create a Website for Your Business

Websites are easy and affordable to build, but not many businesses have them. A survey published in HR Dive revealed that four out of ten small businesses don’t have a website.

If your company currently has no website, you’re passing on the opportunity to get potential leads. So, get a site to promote the various medical products sold by your business.

Reach Doctors Using Search Engine Optimisation (SEO)

A website is just half of the piece of the puzzle. You’ll need to get your site in front of doctors and hospital admins when searching for medical equipment.

Enter Search Engine Optimisation. This term refers to the process of improving the ranking of a website in search engine results. The goal is to identify the search terms your target market uses, then optimising your website for those keywords or phrases.

If you’re unsure how to execute this strategy, get in touch with a reliable e-commerce SEO service provider that can help your site rank above your competitors, and get more potential buyers to your business.

Form Solid Relationships Using Social Media

Billions of people around the world use social networking platforms to connect with friends and loved ones, as well as stay updated on what’s happening around them. That means that there’s a high chance that your prospective customers are active on social media platforms like Facebook, Twitter, and Instagram.

Take this opportunity to reach out to these people. A social media strategy you can follow is promoting your medical devices using paid social media ads or publishing organic posts on your social media business page. You can also share company news and engage your customers or followers.

Communicating with your social media followers is crucial, as it lets you respond to concerns and inquiries about your products. These users will appreciate the responses you provide. Even if they’re not yet ready to buy, they’ll remember the positive interactions with you once they’re prepared to purchase.

What’s more, regularly interacting with your target market builds credibility and customer loyalty for your business. Individuals feel comfortable purchasing goods from a reputable company. Being a valuable and reliable source of information can make your brand more trustworthy and authoritative.

Get Help from Independent Distributors 

Distributors often represent several medical equipment companies. Medical professionals and hospitals would prefer to transact with as few suppliers as possible, as this saves them time.

When you need help getting your product out there, consider reaching out to independent distributors. These professionals have gained the confidence of physicians and hospitals they work with regularly.

Getting distributors to introduce your medical devices and equipment to the health care community allows you to penetrate the market more easily compared to using your sales team. Another benefit of using distributors is that they take care of much of the marketing expenses, which includes the compensation of their sales staff.

Showcase Your Devices and Equipment to Physicians

Try to invite surgeons, doctors, and other medical professionals to your manufacturing facility or office. Then, demonstrate the uses of your devices or equipment. Make sure you highlight both the features and the benefits.

Also, show how your goods are better or more affordable than the ones on the market. Your goal is to leave a positive impression during the demo, as this will affect your customer’s decision to buy and use your products. 

Adopt a Referral Strategy 

Word of mouth is a traditional but powerful marketing strategy to promote your medical equipment company. Start by forming a network of customers and asking them to refer your brand to their colleagues and friends on the health care industry. Something as simple as a referral can you get more customers for your business.

These are six tips to help you market your medical devices and equipment to your intended target audience. Whatever strategy you choose, make sure that you maintain good relationships with your customers, and keep producing top-quality products that they will enjoy.

Throughout the year, our writers feature fresh, in-depth, and relevant information for our audience of 40,000+ healthcare leaders and professionals. As a healthcare business publication, we cover and cherish our relationship with the entire health care industry including administrators, nurses, physicians, physical therapists, pharmacists, and more. We cover a broad spectrum from hospitals to medical offices to outpatient services to eye surgery centers to university settings. We focus on rehabilitation, nursing homes, home care, hospice as well as men’s health, women’s heath, and pediatrics.