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
    Cognitive Psychology and Risk-taking in Extreme Sports
    Theodore Rex Walrond Highlights the Connection between Cognitive Psychology and Healthcare
    April 1, 2025
    stress management for healthcare workers
    3 Tips For Healthcare Professionals: How To Stay Beautiful, Healthy, and Happy
    November 2, 2021
    importance of relaxing on the weekend for your health
    Importance of Relaxing During the Weekend for Optimal Health
    March 25, 2022
    Latest News
    Beyond Nutrition: Everyday Foods That Support Whole-Body Health
    June 15, 2025
    The Wide-Ranging Benefits of Magnesium Supplements
    June 11, 2025
    The Best Home Remedies for Migraines
    June 5, 2025
    The Hidden Impact Of Stress On Your Body’s Alignment And Balance
    May 22, 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
    Image
    Person-Centered HealthCare: The FDA Gets Patient-Centric
    May 31, 2013
    Does the Supreme Court Understand Health Reform?
    April 12, 2012
    Racial Health Disparities Among People with Chronic Conditions in the US: Facts and Statistics
    July 25, 2013
    Latest News
    Top HIPAA-Compliant Messaging Apps for Healthcare Teams
    June 25, 2025
    When Healthcare Ends, the Legal Process Begins: What Families Should Know About Probate and Medical Estates
    June 20, 2025
    Preventing Contamination In Healthcare Facilities Starts With Hygiene
    June 15, 2025
    Strengthening Healthcare Systems Through Clinical and Administrative Career Development
    June 13, 2025
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: The Leaked NY Times Report and Digital Marketing for Medical Devices Are Closely Related
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 > Business > Finance > The Leaked NY Times Report and Digital Marketing for Medical Devices Are Closely Related
BusinesseHealthFinanceMedical DevicesSocial MediaTechnology

The Leaked NY Times Report and Digital Marketing for Medical Devices Are Closely Related

Chen Sirkis
Last updated: June 16, 2014 8:00 am
Chen Sirkis
Share
10 Min Read
SHARE

digital marketing for medical devices

Contents
The internal “leaked” report that created a buzzThe report is reflective on traditional medical marketingI. It’s about having a website that helps prospects find you.II. You need to reach out to prospects through multiple channels. III. Email works. Start building your list now.IV. Use a content management system that is flexible.V. Don’t neglect at least 50% of your target audience.VI. Offer prospects insights into your medical company’s soul.VII. Be flexible in your hiring. Traditional marketing skills may not be as relevant as they use to be.Medical device company: Stop acting like the New York Times. Start moving online.

digital marketing for medical devices

The internal “leaked” report that created a buzz

A few weeks ago a “secret” internal 96-page report was leaked. The report, titled “New York Times Innovation Report,” provides an in depth review of the newspaper’s digital strategy. Additionally, it asks many tough questions and provides recommendations as to the steps needed to be taken to keep up with the changing world, where the traditional offline activities are slowly shifting to the online arena, where new practices have to come into play. The report shows that The New York Times needs to catch up with the times. 

The Full New York Times Innovation Report

More Read

Top 10 iPhone Apps that Doctors and Medical Students Can Rely On
Can Downton Abbey “Health Plan” Replace Obamacare?
The Future of Medicine: Do Pre-med Students Have a Clue?
How Anesthesia Can Be Delivered With Anesthesia Machines
Congress Getting Serious about Telemedicine: Are CDOs Ready?

The report is reflective on traditional medical marketing

My work at CadenSee keeps me attuned to industry buzz so I can help my clients with most current solutions to their communication needs. I recently read a fascinating article, “30 Content Marketing Lessons From The New York Times Innovation Report”. I thought that at least seven of the insights were extremely relevant for medical companies engaged in or planning to (finally) advance the marketing of their medical devices to the digital space:

I. It’s about having a website that helps prospects find you.

Your home page is not the key.  Only a third of readers visit the home page of The New York Times. And those who do visit are spending less time on it. Page views and minutes spent per reader dropped by double-digit percentages in the year 2013. 

How does it relate to digital marketing for medical devices? 

You need to create multiple “gateways” to your website using different keyword combinations, that enable you to rank on search engines for multiple terms. One way to achieve this is to start a medical blog on your website, focusing each post on different keyword combinations.

The process of being found by customers is called inbound marketing. Subscribe to this blogto get a free ebook we are working about using inbound marketing for medical device companies.

II. You need to reach out to prospects through multiple channels. 

“If something is important, it will find me” behavioral trend. Users are moving away from browsing and expect the news to come to them through social media and mobile notifications. The New York Times has been late in seeing this shift in reading behavior and currently less than 10% of their traffic comes from social media.

How does it relate to digital marketing for medical devices?

You need to spread the word around. Having a website, drafting an occasional press release, and participating in an annual medical conference are not enough anymore. You need to start creating relationships with the market a long time before your medical device is approved. Only by then can you create more impact when you need it the most. 

III. Email works. Start building your list now.

Use email as a communication channel to reach readers directly.  According to the report email marketing is one of the most efficient ways to cut through the noise and The Times should put more emphasis on it

How does it relate to digital marketing for medical devices?

email for medical digital marketing

Medical device and technology start-ups should start creating their own email lists—even when they are years from market. Yes, it is work. Sending monthly (or bi-monthly) relevant updates is time-consuming, but it is important to have a following of patients and physicians. Additionally, it is relatively inexpensive and it would put you in a better position as you get closer to market. Remember that patients that talk to physicians or to other patients about your device can be a good source for free PR if managed correctly.

IV. Use a content management system that is flexible.

Use a CMS tool that allows you to focus on innovating features instead of minor fixes. Functionality, ease of use and speed are important when looking for a CMS. The Times spends too much time fixing bugs on the CMS that they use and the report considers it one of the biggest problems that they face. 

How does it relate to digital marketing for medical devices?

We use WordPress for all the sites we develop! It is open source, flexible, responsive, and has endless plug-in options. More importantly, it can be managed by the medical device company easily without knowing a single line of code. I met a colleague the other day who told me that she managed to stop a client of hers from using a non-open source content management system. Whatever you do, do not use proprietary CMS.

Learn more about why you should use WordPress for your medical devices website

V. Don’t neglect at least 50% of your target audience.

Don’t run your mobile experience on autopilot. 

Nearly 60% of readers access The New York Times through mobile devices. The mobile experience demands its own control and creativity – first step towards that for me is to have a mobile responsive design.

 How does it relate to digital marketing for medical devices?

responsive for digital medical device marketing

Google data shows that 50% of hospital administrators use a smart phone to make purchase decisions about medical devices.  At least one in three use smart phones to conduct research about medical equipment and devices, including reading product reviews and customer testimonials, and requesting product information. Make sure that your medical website is responsive to mobile display.

VI. Offer prospects insights into your medical company’s soul.

Pull back the curtain and talk about the process behind your work. Publish stories behind the story. Provide readers with a bit more insight into how you do your work to deepen their connection with you and your work.

 How does it relate to digital marketing for medical devices?

Showing what happens behind the scenes is an awesome way to connect with your prospects. Preparing a video of your product photo shoot, company event, or any other function that can be shared takes you a long way. It can help tell your company story to potential customers and strengthen the bond with existing ones.

Here’s a behind the scenes video we created a while back with Viora.

VII. Be flexible in your hiring. Traditional marketing skills may not be as relevant as they use to be.

Recruit the right digital staff. Data analysts, visual designers, technologists, social media editors and analytics specialists. People with intuitive sense for how to write for the web, interest in experimenting with mobile and social storytelling, a proficiency with data, a desire to engage with readers on and off the site, and an understanding of the shifting competitive landscape.

How is this related to the digital marketing for medical devices?

Here’s a story. We have been working with a client in the field of orthopedics for a while. Through smart campaigning we have managed to get the company leads to sales without tough online marketing. Understanding the value of the online world compared to traditional marketing, the company hired a marketing manager with a background not in medical devices marketing or sales, but in online gaming. They wanted to build relationships with clients and nurture leads online. A gutsy and brilliant move, I believe.

Medical device company: Stop acting like the New York Times. Start moving online.

Most medical devices engage in traditional marketing methods rather than newer techniques that may be more cost effective to their business. Like The New York Times, it might be time to move ahead and see that the world is changing, and what has worked in the past has no place in today’s world. It is time to start moving online.

Picture by: Kristin Schmit

TAGGED:marketing
Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

women dental care
What Is a Smile Makeover and How Much Does It Cost?
Dental health
June 30, 2025
HIPAA-Compliant Messaging Apps
Top HIPAA-Compliant Messaging Apps for Healthcare Teams
Global Healthcare Policy & Law Technology
June 25, 2025
recovering from injury
Rebuilding After Injury: Path to Physical and Emotional Recovery
News
June 22, 2025
scientist using microscope
When Healthcare Ends, the Legal Process Begins: What Families Should Know About Probate and Medical Estates
Global Healthcare
June 18, 2025

You Might also Like

FDA mobile medical app
eHealthMobile HealthPolicy & Law

FDA Issues Final Guidance on Mobile Medical Apps

September 29, 2013
Health Websites Domain
BusinesseHealthPublic Health

Will Health Websites Be Safe for Patients?

October 4, 2014

Advance Practice Nurse Led Clinics – Coming to Your Medical Neighborhood Soon?

November 18, 2012

New Technologies at Medtech Startups, October 2011

October 31, 2011
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?