Digital marketing in medtech
Digital transformation is currently on track in life sciences to better understand stakeholders, increase efficiency and facilitate customer-centric communication. And as the industry constantly introduces new types of digital services for healthcare professionals, payers, and patients, the pace of change continues to accelerate. In general life sciences, digital is big news.
However, Digital marketing in medtech has not yet been fully accepted. Many argue that they need to follow in the footsteps of other healthcare sectors and adopt digital technology faster.
1. New regulations require new kinds of customer engagement
A more challenging medtech environment is opening eyes to the possibilities that digital provides. In Europe, for example, recent EU legislation on medtech product safety and clinical evaluation is shifting payers and providers toward more risk averse behaviors. That should call for better stakeholder engagement but this is challenging because access is diminishing, with face to face interactions and call times both declining.
But, with the right digital tools, what seems like a complex communication challenge for medtech could actually provide the possibility for more engaging interactions.
The Digital Communication Tool enables highly targeted and personalized communication that makes each engagement more effective through increased relevance. Digital also provides a more complete experience. Face-to-face communication such as e-detailing can be combined with remote presentations and on-demand channels such as apps and personalized microsites. This “multi-channel” approach further enhances relevance by engaging stakeholders in the way that suits them best.
2. The more complex network of stakeholders
Digital marketing in medtech no longer just needs to reach payers and providers. The customer environment is becoming more diverse. The industry now needs to communicate with professionals and nurses, hospitals, government agencies, and non-clinical stakeholders such as finance, procurement, and IT.
With so many stakeholders, a universal approach is almost impossible. Effective communication requires customer understanding. You have to say the right things, in the right way, to the right person, at the right time. The complexity that comes from multiple stakeholders obviously makes this very challenging when working in a traditional way. But it is much simpler with digital technology.
The ability to gather data from stakeholders as they interact with digital tools, continuously gives insights into what people want. Then digital provides the flexibility to respond in a highly segmented way – even at an individual level. The result? More meaningful and engaging communications with customers and a consequent understanding of medtech brands that reflect the values of their audience.
3. The drive for value in healthcare systems
Healthcare is changing with an ever increasing focus on value and not just a products specific efficacy, quality and safety. This shift can potentially lead to products being seen as commodities, increasing pressure on pricing and influencing a change in buying processes.
This trend, coupled with the growing importance of payers in actual patient outcomes, is driving a more comprehensive approach by life sciences companies. The product is currently considered part of the overall treatment solution. We are not just focusing on the product itself, we are paying more attention to clinical applications. Companies also understand that they can add value by building services around products. It will be part of the entire product.
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