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
    bowl of vegetable salad
    Raw Foods: benefits and harms
    November 9, 2021
    pros and cons of the keto diet
    Read This Before You Follow the Keto Diet
    May 18, 2022
    spinal cord injuries
    4 Potential Causes of Spinal Cord Injuries (and How to Seek Compensation)
    May 25, 2022
    Latest News
    Grounded Healing: A Natural Ally for Sustainable Healthcare Systems
    May 16, 2025
    Learn how to Renew your Medical Card in West Virginia
    May 16, 2025
    Choosing the Right Supplement Manufacturer for Your Brand
    May 1, 2025
    Engineering Temporary Hospitals for Extreme Weather
    April 24, 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
    4 Reasons Why Medical Device Compliance Matters
    May 22, 2020
    What To Know About The Importance Of Healthcare Marketing
    November 23, 2019
    healthcare courses
    6 Supplemental Courses in Healthcare to Support Your HR Degree
    August 20, 2021
    Latest News
    Building Smarter Care Teams: Aligning Roles, Structure, and Clinical Expertise
    May 18, 2025
    The Critical Role of Healthcare in Personal Injury Recovery: A Comprehensive Guide for Victims
    May 14, 2025
    The Backbone of Successful Trials: Clinical Data Management
    April 28, 2025
    Advancing Your Healthcare Career through Education and Specialization
    April 16, 2025
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: Medical Device DTC Marketing: Digital Co-Marketing and the Power of the Referral (Part 1 of 4)
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 > Medical Device DTC Marketing: Digital Co-Marketing and the Power of the Referral (Part 1 of 4)
BusinessFinanceMedical DevicesTechnology

Medical Device DTC Marketing: Digital Co-Marketing and the Power of the Referral (Part 1 of 4)

Dan Stempel
Last updated: July 16, 2014 4:00 pm
Dan Stempel
Share
4 Min Read
Medical Device Marketing, DTC Digital Marketing, Medical Technology Marketing
SHARE

First in a four part series describing a unique digital marketing strategy for medical device companies that has been proven to drive ROI for both device companies and their clients.

First in a four part series describing a unique digital marketing strategy for medical device companies that has been proven to drive ROI for both device companies and their clients.

Many medical device companies with innovative technologies are eager to reach out to the end consumers: patients.  If only they could reach and educate these patients, surely those patients would go to their [name your specialty] doctor and demand they use the company’s technology given its clear superiority. While this may be quite true, there remain some significant obstacles with classic direct-to-consumer (DTC) marketing & advertising initiatives in the healthcare realm:Medical Device Marketing, DTC Digital Marketing, Medical Technology Marketing

  • Cost – No two ways about it, DTC advertising in healthcare is expensive.  With plenty of significantly larger (i.e., wealthier) pharma/biotech companies willing to pay top $, the costs of DTC often seem out of reach for smaller device companies.
  • Targeting: You want to target patients with a specific condition, but using many mass media alternatives, the best you might do is some demographic (age, gender) or geographic targeting.    Without good condition-focused targeting, the costs of DTC are even worse as you pay for countless wasted impressions.
  • Return on Investment (ROI) Tracking: Given the high costs, management is certainly going to want some metric on the ‘return’ of your DTC program.  Impressions or visitors to your website may not be enough…they will want to see some $ impact on revenue or profit.  If you can’t provide it, they likely won’t fund it.

For these and other reasons, many medical device companies limit their DTC efforts to patient-focused websites (usually with find-a-physician locators) and concentrate on classic direct-to-physician marketing. More progressive companies may leverage their existing installed base of customers by providing practice enhancement tools (e.g. template solutions like pre-designed print ads, patient brochures, web content, videos, TV ads, in-office posters, etc.) with the hope that the customers will use them to promote their technology on to patients. 

More Read

Wireless Fetal Monitor Gets FDA Clearance
How Has Technology Changed the Medical Sector In 2019?
CVS: Drugs, Tobacco…and Guns?
Is My Medicine on the Prescription Drug Formulary?
First U.S. Insurer to Build Medical School

Digital marketing provides a new approach

In this blog series, I am going to describe a unique, digital marketing strategy that can address most of these issues and provides a host of high-level benefits to (a certain segment of) device companies. This strategy is NOT just some theoretical musing, but rather has been validated with a number of leading medical device companies at hundreds of their physician and hospital clients. The benefits include:

  • Clear ROI (as measured by appointments, procedures & revenue ($))
  • Increased disposable revenue
  • Improved client perception (become a revenue generator vs. a cost center)
  • Enhanced connection with and loyalty from clients
  • Partially or fully funded by clients!

The remainder of this blog series will focus on what type of company/technology is appropriate for this DTC digital marketing strategy, the specific details of the strategy and the types of results we have seen it produce.

Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

Do You Grind Your Teeth at Night? Here’s How Night Guards and TMJ Treatments Can Help
Do You Grind Your Teeth at Night? Here’s How Night Guards and TMJ Treatments Can Help
Dental health
May 21, 2025
The Secret To A Confident Smile: Top Tips For Better Teeth
The Secret To A Confident Smile: Top Tips For Better Teeth
Dental health
May 21, 2025
Clinical Expertise
Building Smarter Care Teams: Aligning Roles, Structure, and Clinical Expertise
Health care
May 18, 2025
Grounded Healing: A Natural Ally for Sustainable Healthcare Systems
Grounded Healing: A Natural Ally for Sustainable Healthcare Systems
Health
May 15, 2025

You Might also Like

Cell-tissue-applications
BusinessMedical InnovationsTechnology

Applications, Global Markets in Tissue Engineering and Cell Therapy

April 21, 2014

Engaging Patients in Palliative Care

December 2, 2012
Dr. Cohn discussing collaborative communication with physician leaders
BusinessHospital Administration

Collaborative Communication

July 10, 2014
ICE BUCKET CHALLENGE
BusinessFinanceSocial Media

7 Viral Marketing Lessons from the ALS Ice Bucket Challenge

August 27, 2014
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?