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
    UV damage to eyes
    Warning Signs of Long-Term UV Damage to Your Eyes
    December 9, 2021
    degree for healthcare job
    The Ultimate Healthcare Recruiting and Staffing Guidebook
    March 21, 2022
    medicare part d benefits
    Everything that You Need to Know About Medicare Part D
    August 15, 2022
    Latest News
    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
    5 Steps to a Promising Career as a Healthcare Administrator
    August 3, 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
    The Euro Health Consumer Index 2012
    Euro Health Consumer Index 2012 Shows #Prevention is the Way Forward, of Course
    May 23, 2012
    health reform
    Oral Anticancer Law: Unintended Consequence
    August 30, 2013
    Cancer Care Without Borders
    October 30, 2012
    Latest News
    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
    How IT and Marketing Teams Can Collaborate to Protect Patient Trust
    July 17, 2025
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: Marketing Medical Devices to Consumers, Not Patients
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 > Marketing Medical Devices to Consumers, Not Patients
BusinessFinanceMedical DevicesTechnology

Marketing Medical Devices to Consumers, Not Patients

Jonathan Catley
Jonathan Catley
Share
4 Min Read
Medical Device Marketing, Medical Technology Marketing, Online Marketing
SHARE

Medical Device and Diagnostic Industry (MDDI) recently published an article which stated that medical device makers should consider patients as consumers.

Medical Device and Diagnostic Industry (MDDI) recently published an article which stated that medical device makers should consider patients as consumers. The article was advocating a change in manufacturing mindset from designing not just to meet patients’ medical needs, but to also consider their nonmedical needs as consumers. While this article focuses more on manufacturing considerations, it can also be used as a springboard to think of how the marketing end of the company needs to take a new approach as well. With the rapid changes in the healthcare industry and patients’ ever-expanding need to feel more in control of their medical choices, medical device makers may find that it is no longer sufficient to market solely to physicians.Medical Device Marketing, Medical Technology Marketing, Online Marketing

Today’s medical device consumers are accustomed to first researching information needed for any type of electronic gadget on the internet. They will simply go to a search engine such as Google or Bing, enter in their search parameters, and then start exploring for the information they need. Companies that fail to utilize search engine optimization (SEO) tactics to propel their devices to the top of these results may lose out on valuable customer leads.

Consumers will need to be motivated beyond medical necessity to understand the complete user experience they can anticipate with each type of medical device. For these purposes, online marketing will prove to be a much more efficient way of generating leads than other traditional marketing channels such as television, radio and print. These methods are often referred to as more of a “shotgun” approach to advertising, where the marketer sprays a lot of information through the media world and hopes to hit a potential target.

More Read

reputation management
Care and Feeding of Doctor Online Presence, Reputation and Brand
How Smart Doctors Protect and Encrypt Their Patients Information
CMS and Healthcare Reform: What’s the Connection?
Getting Value from Technology in Healthcare Is All about People
A Tale of Two Sensors: Misfit Shine vs. FitBit Zip

Online marketing can be seen as more of a “rifle” effect where pay-per-click (PPC), SEO, and digital marketing can be aimed directly at a potential consumer. More emphasis will need to be placed on the health and wellness benefits of a medical device, as opposed to merely explaining the technical advantages for a physician’s consumption. The consumer will need to not only “buy into” the concept of using a medical device, but must also be sold on the benefits of using one particular device over another.

Since consumers may not know exactly when in their lives they may need a particular device, medical device marketers must maintain “top of mind” brand awareness at all times. If a need should arise for a particular device, the consumer must already have a mental image and understanding of the company and its product. An increasing amount of physicians and clinicians are making the change to thinking of their patients as consumers and are taking to online marketing to make connections and build loyalty; medical device marketers need to do the same.

It’s a whole new world for medical device makers. Those that are able to change their manufacturing and marketing strategies will be the ones which are able to achieve success in the new era of consumer medicine.

TAGGED:marketing
Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

engineer fitting prosthetic arm
How Social Security Disability Shapes Access to Care and Everyday Health
Health care
August 20, 2025
a woman explaining the document
How a DUI Lawyer Can Help When Your Future Health Feels Uncertain
Public Health
August 20, 2025
physiotherapist at work
How One Fall Can Lead to a Long Road of Medical Complications
Health care
August 20, 2025
Common Healthcare Accreditation Programs
7 Most Common Healthcare Accreditation Programs: Which Should You Use?
Health News
August 20, 2025

You Might also Like

Image
Business

Healthcare App ZocDoc Cracks A Top 100 List

September 19, 2013
medical nonadherence
BusinessHealth Reform

Medication Non-Adherence: A $290 Billion Unnecessary Expenditure

April 13, 2015
hospital executives
BusinessHospital AdministrationTechnology

How Hospital Execs Can Keep Up in the Fast-Paced Tech World

February 20, 2015

Gene Therapy Is Back And Is Working for Some Patients

January 4, 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?