By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health Works CollectiveHealth Works CollectiveHealth Works Collective
  • Health
    • Mental Health
    Health
    Healthcare organizations are operating on slimmer profit margins than ever. One report in August showed that they are even lower than the beginning of the…
    Show More
    Top News
    How Not to Become a Victim of Medical Scams
    How Not to Become a Victim of Medical Scams
    December 22, 2021
    11 Ways You Can Care for Your Elder Family Members Health
    11 Ways You Can Care for Your Elder Family Members Health
    April 6, 2022
    How Can Brain Injury Lead To Dangerous Long-Term Effects?
    How Can Brain Injury Lead To Dangerous Long-Term Effects?
    August 30, 2022
    Latest News
    6 Easy Healthcare Ways to Sit Less and Move More Every Day
    September 10, 2025
    7 Most Common Healthcare Accreditation Programs: Which Should You Use?
    August 20, 2025
    Hospital Pest Control and the Fight Against Superbugs
    August 20, 2025
    Hygiene Beyond The Clinic: Attention To Overlooked Non-Clinical Spaces
    August 13, 2025
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
    Policy and Law
    Get the latest updates about Insurance policies and Laws in the Healthcare industry for different geographical locations.
    Show More
    Top News
    Why are Girls Being Abandoned and Battered ?
    August 20, 2012
    biopharma beat innovation and imagination
    BioPharma Beat: Imagination Is More Important Than Innovation
    August 5, 2014
    HIPAA Compliance Breaches Higher Than Ever: What Are You Doing About It?
    April 26, 2016
    Latest News
    Healthcare at a Crossroads: Why Leadership Matters More Than Ever
    September 9, 2025
    How Social Security Disability Shapes Access to Care and Everyday Health
    August 22, 2025
    How a DUI Lawyer Can Help When Your Future Health Feels Uncertain
    August 22, 2025
    How One Fall Can Lead to a Long Road of Medical Complications
    August 22, 2025
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: In the Age of Consumer-Controlled Healthcare, Digital DTP Marketing Shines
Share
Notification Show More
Font ResizerAa
Health Works CollectiveHealth Works Collective
Font ResizerAa
Search
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > eHealth > In the Age of Consumer-Controlled Healthcare, Digital DTP Marketing Shines
eHealthWellness

In the Age of Consumer-Controlled Healthcare, Digital DTP Marketing Shines

Jonathan Catley
Jonathan Catley
Share
5 Min Read
iStock_93343447_MEDIUM.jpg
SHARE

As patients continue to take more control of their healthcare, local, personalized medical device marketing strategies are becoming increasingly impactful. We have reached an unprecedented level of digital connectivity in the modern world that is quickly changing how we consume (and retain) information. Last year, eMarketer estimated there to be 190.5 million smartphone users in the United States, along with a total of 314 million Americans surfing the web. With such widespread use of the internet, information is more accessible than ever before, and consumers are in turn taking it upon themselves to research and inform their healthcare decisions. Recent data from Google confirms this notion: 43% of consumers now say the internet is their first point of reference for health-related info, whereas only 14% regularly seek out the advice of their physician. This marked shift has had a ripple effect in the world of medical device marketing, as digital direct-to-patient (DTP) practices are quickly outperforming traditional, physician-centric strategies.

Contents
  • Empowering Patients
  • DTP Tools and Resources
  • Measurable Results

Empowering Patients

Because more and more consumers are proactively carving out their own path to treatment, it is essential to directly engage the patient as she conducts her research. This is especially important as the amount of face-to-face contact an average patient gets with her health care providers continues to decline. DTP marketing opens up a new channel of communication that saves time for both doctors and their patients. Medical device marketing can no longer exist simply as a means to raise awareness; it must provide actionable advice and educational resources. Local, personalized strategies do just that, as co-branded microsites are proving particularly impactful — with an average cost per lead savings of 64%.

DTP Tools and Resources

Patient portals are designed specifically to match a patient’s level of understanding, regardless of whether they’re researching treatments for arrhythmia or comparing competing brands of pacemakers. Typically, these portals contain general descriptions of symptoms and conditions, as well as treatment options, animated demonstrations of the device’s use, and patient stories or testimonials. In this way, the site itself becomes a resource to which a doctor can refer a patient, boosting engagement and empowerment on the patient’s path to treatment. Meanwhile, co-marketed websites target a single device client and offer relevant content about both the client and the technology. To keep the focus centered on patient engagement, these sites target a specific geographic area while highlighting the physicians and medical practices themselves; the technology is introduced secondarily. This is noteworthy in light of the shift in patient preferences to shop locally — 96% of consumers prefer “local” products and vendors, citing the high degree of personalized services as the primary draw.

Measurable Results

As DTP marketing strategies improve, so too do the tools to measure their efficacy — specifically in tracking the leads they produce (through phone numbers and form leads) and the revenue ultimately generated. For example, after you earn a new lead through either a patient portal or microsite, the medical device marketer can follow that lead through the entire patient pipeline, identifying whether or not a resulting appointment led to a procedure involving their device. Such transparency allows for detailed insights into a marketing campaign’s ROI and overall impact — in other words, marketers can finally become sales heroes, too. An additional advantage of the co-marketing model is that the cost of the campaign is typically split or, in some cases covered in full by the medical practice. The bottom line is that the combination of lower costs and proven return on your investment make DTP medical device marketing a no-brainer.

More Read

7 Important Ways Naps Improve Your Health Overall
GMO: Proteins and Frankenfoods
Can CBD Oil Lower Your Weight Or Improve Your Cholesterol?
Managing Misbehavior in Online Health Communities
Long Term Services and Supports Scorecard
Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

a woman walking on the hallway
6 Easy Healthcare Ways to Sit Less and Move More Every Day
Health
September 9, 2025
Clinical Expertise
Healthcare at a Crossroads: Why Leadership Matters More Than Ever
Global Healthcare
September 9, 2025
travel nurse in north carolina
Balancing Speed and Scope: Choosing the Nursing Degree That Fits Your Goals
Nursing
September 1, 2025
intimacy
How to Keep Intimacy Comfortable as You Age
Relationship and Lifestyle Senior Care
September 1, 2025

You Might also Like

eHealthMedical Records

Understanding The Threat Posed By Healthcare Data Hackers

March 27, 2019
Health ReformHospital AdministrationMedical RecordsPolicy & LawPublic HealthTechnology

HIPAA Challenges

September 1, 2013
group exercise ideas
FitnessWellness

7 Group Exercise Classes to Help You Meet Your Fitness Goals

December 1, 2020

Help Us Help You Turn Your Smartphone into a Healthcare Advocate

September 26, 2012
Subscribe
Subscribe to our newsletter to get our newest articles instantly!
Follow US
© 2008-2025 HealthWorks Collective. All Rights Reserved.
  • About
  • Contact
  • Privacy
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?