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
    learn to recognize and treat yeast infections
    Most Commonly Asked Questions About Yeast Infections
    November 17, 2021
    Advanced lung cancer diagnosis systems used by doctors
    Advanced Lung Cancer Diagnosis Systems Used by Doctors
    March 6, 2022
    The Top Benefits of a Wearable Blood Pressure Monitor Watch
    The Top Benefits of a Wearable Blood Pressure Monitor Watch
    June 13, 2022
    Latest News
    5 Steps to a Promising Career as a Healthcare Administrator
    July 31, 2025
    Why Custom Telemedicine Apps Outperform Off‑the‑Shelf Solutions
    July 20, 2025
    How Probate Planning Shapes the Future of Your Estate and Family Care
    July 17, 2025
    Beyond Nutrition: Everyday Foods That Support Whole-Body Health
    June 15, 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
    Soaring Medical Costs Pinned on Medical Devices
    June 7, 2011
    Debt Ceiling Negotiations on Health Care are Mere Cost Shifting
    July 15, 2011
    Is Kathleen Sebelius Listening to the NCPA?
    August 29, 2011
    Latest News
    How IT and Marketing Teams Can Collaborate to Protect Patient Trust
    July 17, 2025
    How Health Choices and Legal Actions Intersect After an Injury
    July 17, 2025
    How communities and healthcare providers can address slip and fall injuries with legal awareness
    July 17, 2025
    Let Your Lawyer Handle the Work Before You Pay Medical Costs
    July 6, 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 PatientsDTP Tools and ResourcesMeasurable 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

trucker healthy living
The Importance of Truck Driver Health and Safety
Forget the Ambien and Prozac–Just Put Away Your Cell Phone, Part I
David Harlow IS @Healthblawg
Essential Flooring Tips to Minimize Painful Accidents
Why Are Hospitals Still Using Pagers?
Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

5 Steps to a Promising Career as a Healthcare Administrator
5 Steps to a Promising Career as a Healthcare Administrator
Health
July 31, 2025
holistic dental
Holistic Dentist Services Are Natural and Safe
Dental health Specialties
July 28, 2025
botox certification
Help Improve People’s Skin Health Via Botox Certification
Skin Specialties
July 22, 2025
Telemedicine Apps
Why Custom Telemedicine Apps Outperform Off‑the‑Shelf Solutions
Health
July 20, 2025

You Might also Like

protein diet
Wellness

Protein Diet Overload

September 28, 2013

Interview with Lawrence Sherman on eCME and ePatients

April 7, 2013
Medscape Mobile
BusinessMobile Health

The Rise of the Healthcare App Industry

February 11, 2012
warning signs of addiction
AddictionHealth careWellness

Health Problems That Say You Have an Addiction Problem

May 7, 2021
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?