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
    improving patient experience
    6 Ways to Improve Patient Satisfaction Within Hospitals
    December 1, 2021
    degree for healthcare job
    What Are The Health Benefits Of Having A Degree?
    March 9, 2022
    custom software development is changing healthcare
    Digital Customer Journey Mapping and its Importance for Healthcare
    July 21, 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
    narrow-road-ahead-sign
    Narrow Networks in California?
    March 24, 2016
    Insurer Has E-Security Problem
    August 26, 2017
    What Kind of Inequality Matters to You?
    October 19, 2011
    Latest News
    Let Your Lawyer Handle the Work Before You Pay Medical Costs
    July 6, 2025
    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
  • 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

What Innovations are Transforming the Medical Transcription Industry
PLC Medical Systems Uses Revenue in the EU to Fund Phase III Development in the US
When The Doctor Is Hurting: Ergonomic Solutions For Medical Professionals
Growth of Worldwide Cervical Artificial Disc Market
Healthcare: Get Ready to Shake, Rattle and Roll

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

9 Lifestyle Tweaks That Can Add Years to Your Life
9 Healthcare Lifestyle Tweaks That can Add Years to Your Life
lifestyle
July 11, 2025
car accident lawsuit
Let Your Lawyer Handle the Work Before You Pay Medical Costs
Policy & Law
July 6, 2025
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

You Might also Like

How To Choose Medical Equipment Bags and Cases
Medical Innovations

How To Choose Medical Equipment Bags and Cases

June 13, 2022
Networking at Health 2.0 Seattle
Technology

Health 2.0 Seattle Meetup: How to Build Solutions in Healthcare

March 26, 2014

Bone Density Tests – Too Many Not a Good Thing

March 17, 2012
Image
BusinessMedical RecordsNews

Siemens Moves into Health Information Exchange

February 24, 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?