By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health 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
    stress disorder
    5 Ways To Manage Post-Traumatic Stress Disorder
    October 27, 2021
    Medical device classification and development strategies
    Medical device classification and development strategies
    January 19, 2022
    varicose veins
    Varicose Veins Prevention: 3 Lifestyle Changes to Make Right Now
    May 1, 2022
    Latest News
    6 Essential Strategies for Improving Your Medical Practice
    January 25, 2023
    Staying Positive While Living with Mesothelioma
    January 24, 2023
    The Many Health Benefits of Being Outdoors
    January 17, 2023
    How to Assess a Safe Placement of a Nasogastric or Nasoenteric Tube and Its Complications
    January 19, 2023
  • 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
    9 Great Resources For Your Medical Assistant Training
    August 16, 2018
    Waiting for HIPAA Clarity? Who Has Time?
    September 19, 2014
    Topics You Need To Study And Prepare For When Taking The NCLEX
    August 12, 2020
    Latest News
    Simplifying the Genetic Testing Process: How At-Home Kits are Changing the Game
    January 25, 2023
    9 Hospitals That Have Introduced Green Initiatives
    January 25, 2023
    Why a Health Retreat Can Be the Best Medicine
    January 12, 2023
    Best Money-Saving Tips for Health Managers
    January 12, 2023
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: Marketing Your Medical Device to Millennials? Here’s Why Mobile Matters Most
Share
Sign In
Notification Show More
Latest News
ABA therapist
Everything You Need to Know About Applied Behavior Analysis
Health
Small Lifestyle Changes That Can Have A Big Impact On Your Well-Being
lifestyle Wellness
The Future Of Medicine: How Immunotherapy Is Saving Lives
The Future Of Medicine: How Immunotherapy Is Saving Lives
Technology
medical practice and technology advancement
6 Essential Strategies for Improving Your Medical Practice
Technology
digital dental x-ray
How Does A Digital Dental X-Ray Work?
Dental health
Aa
Health Works CollectiveHealth Works Collective
Aa
Search
Have an existing account? Sign In
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > Technology > Medical Devices > Marketing Your Medical Device to Millennials? Here’s Why Mobile Matters Most
eHealthMedical DevicesMobile HealthSocial Media

Marketing Your Medical Device to Millennials? Here’s Why Mobile Matters Most

Dan Stempel
Last updated: 2016/02/09 at 9:34 PM
Dan Stempel
Share
6 Min Read
hands-coffee-smartphone-technology
SHARE

hands-coffee-smartphone-technology
Millennials are more plugged-in than any other generation, but that doesn’t mean that just any old digital offering is going to grab their attention — to do that, you need to market to mobile.

Contents
Understand the Mobile ExplosionPlace an Emphasis on Targeted Marketing and Ease of Use

hands-coffee-smartphone-technology
Millennials are more plugged-in than any other generation, but that doesn’t mean that just any old digital offering is going to grab their attention — to do that, you need to market to mobile.

For marketing professionals, no demographic has generated quite as much buzz — or as much debate — as the millennials. The generation already makes up a full third of the U.S. population, yet there seems to be little consensus as to which healthcare marketing strategies can reliably command their scattered attention. 

Millennials are the first generation to have been raised on the internet, and healthcare marketers of every stripe have rushed to deploy digital initiatives in order to gain their favor. But too often, these campaigns end up driving high costs and reaping few rewards.

More Read

Electronic Health Records

Top Benefits of Electronic Health Records for Psychiatrists and Psychologists

Medical Device Prototype Development: The 6-Step Process
Digital Customer Journey Mapping and its Importance for Healthcare
5 Reasons to Choose Medical Device Companies from San Diego
Why Your Medical Practice Needs Used or Refurbished Medical Equipment

As Asher Cameron, VP of Account Services for Infuse Medical, explained in a recent interview with Medsider, rapid tech adoption can drive marketers to “market digital,” rather than pursue true “digital marketing.” In other words, rather than matching their tools to their marketing goals and a target audience, many professionals are utilizing digital devices for their own sake, or simply identifying the channels that Millennials in particular prefer.

Still, “marketing digital” is in the right ballpark, as millennials do demand online engagement. But in order to be effective, digital tools and mediums must be leveraged in such a way that the millennials who need your medical device discover your messaging at precisely the moment that they’re ready to pursue treatment and make purchasing decisions.

This means that your content must be both highly individualized and have impeccable timing. But thanks to their heavy online activity, the preferences of millennials are easily discernible and, therefore, targetable.

Understand the Mobile Explosion

cellphone.jpg

It’s both a cliché and a demonstrable fact that millennials always have a smartphone in hand. According to a 2014 comScore report (via IBT), one fifth of all millennials access the internet exclusively via mobile — unsurprising when you consider the fact that over 85% of them own smartphones, according to Neilsen. In fact, mobile activity now accounts for 60% of all digital media consumption, as comScore reports.

So how are healthcare consumers spending all that time online? Apparently, as a practical means to an end: according to recent data from Pew Research, 72% of internet users go online to find healthcare information. This means that medical device marketers have an active and captive audience and simply have to break down this demographic to find core target groups.

Indeed, many millennial-directed campaigns fail because they assume that millennials are a unified, homogenous group. But as Tyler Durbin, a Marketing Manager at GSW, noted in an article on PM360, millennials are truly “focused on finding care that is the most effective use of their time and money.”

Each individual has specific needs and little time, meaning they will ignore any content that isn’t hyper-personalized and easily accessible from their mobile devices. This content usually takes the form of valuable medical information or advice and, at best, offers and promotions for a medical device or product that they are actively pursuing.

Place an Emphasis on Targeted Marketing and Ease of Use

business-1012761_640Because millennials have grown up in a digital world that caters to them, they respond most strongly when marketing content proactively addresses their healthcare concerns. Considering the prevalence of mobile healthcare search, marketers should use direct-to-patient advertising — Search Engine Marketing (SEM), contextual advertising, or display advertising — to draw in millennial customers who express a need for a specific medical device. When smart marketing effectively matches patients with services, there’s less need to actually sell your product.

Similarly, those efforts should direct customers to responsive, high-impact websites that not only perform well on mobile, but help tell the story of the subject using relatable language. Along the same lines, social media and online communities have become a primary source for patient testimony and referral — sites should enable customers to share their experiences and generate word-of-mouth momentum.

As Margaret Coughlin, VP Chief of Marketing and Communications for Boston Children’s Hospital, explained to AdAge: “Patients really want an outlet for telling their stories, and social is such a beautiful way for people to do that.”

In essence, millennials expect their online healthcare experience to mirror their own actions – they must be able to use mobile across the customer journey. Moreover, their search queries should return relevant content that allows them to make a purchasing decision quickly, or at least settle on a product to pursue through a provider.

(Main image credit: Pexels) 

Medical Device DTC Marketing, Medical Technology Marketing, Digital Marketing

 

TAGGED: healthcare marketing, millennials

Sign Up For Daily Newsletter

Be keep up! Get the latest breaking news delivered straight to your inbox.
By signing up, you agree to our Terms of Use and acknowledge the data practices in our Privacy Policy. You may unsubscribe at any time.
Dan Stempel February 9, 2016
Share this Article
Facebook Twitter Copy Link Print
Share
Previous Article global network (2) Time for a patient-driven health information economy? – A response
Next Article TBI: Some Surprising Statistics

Stay Connected

1.5k Followers Like
4.5k Followers Follow
2.8k Followers Pin
136k Subscribers Subscribe

Latest News

ABA therapist
Everything You Need to Know About Applied Behavior Analysis
Health January 26, 2023
Small Lifestyle Changes That Can Have A Big Impact On Your Well-Being
lifestyle Wellness January 26, 2023
The Future Of Medicine: How Immunotherapy Is Saving Lives
The Future Of Medicine: How Immunotherapy Is Saving Lives
Technology January 26, 2023
medical practice and technology advancement
6 Essential Strategies for Improving Your Medical Practice
Technology January 25, 2023

You Might also Like

Top 4 traits every healthcare provider should have
Health

Top 4 Traits Every Healthcare Provider Should Have

December 30, 2022
healthcare marketing tips
Wellness

How to Attract More Clients to your Wellness Business

November 15, 2022
healthcare video marketing
MarketingSocial Media

How to Maintain a Successful YouTube Channel as a Healthcare Organization: Advantages of Video Marketing for your Medical Practice

November 9, 2022
healthcare marketing and infographics
Global HealthcareMarketing

The Importance of Infographics in Healthcare Marketing

October 9, 2022
Follow US

© 2008-2023 HealthWorks Collective. All Rights Reserved.

Removed from reading list

Undo
Welcome Back!

Sign in to your account

Lost your password?