The document discusses contemporary digital marketing strategies for medical device companies. It outlines that digital marketing boils down to three things: getting found online, being engaging, and collecting customer information. It then provides examples of successful marketing campaigns, including a promotion that generated $150,000 in incremental sales through distributors by creating an engaging email and landing page. It also discusses how social media can help companies get media coverage, share videos, and improve search engine results.

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Contemporary
Medical Device
Marketing
for the Digital Age

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Digital Marketing Boils Down
to Three Things
Get Found.
Be Engaging.
Collect Info.
*
http://youtube.com/user/MedicalMarcom

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SEO is hard.
And repetitive.
And repetitive.
Get someone to help you!
@MedicalMarcom

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Be Engaging
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What’s engaging?
(You know when you see it.)
Disclaimer:
No science ahead.
Just intuition.

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1 2
3 4

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Don’t just
sound like
a person.
Be a person!
When you’re online …
@MedicalMarcom
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Find out who
they are
so you can
begin a
dialogue.

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http://medgroup.biz/snapengage

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About you,
not me

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Digital Marketing Boils Down
to Three Things
Get Found.
Be Engaging.
Collect Info.
@MedicalMarcom

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Today’s Workshop
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1. Found. Engaging. Info.
2. The promotion that moved $150,000 in
incremental sales through distribution
3. Does social media make sense for you?
4. A link to 10 additional marketing
recommendations

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$150,000 promotion
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• Sales asked for Q2 promotion support.
• Traditionally a PDF or email to
distributors.

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In a Nutshell . . .
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1. Created a short email – with one link.
2. Link to promo details and immediate
steps to participate.
3. Every lead rewarded.
4. Every sale a chance for a BIG prize.
5. We sold $150,000 in incremental
business.

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1. The Email . . .
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• Doesn’t have to be anything fancy.
In fact – plain text may work better
than graphics.
• Give new information.

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1. The Email . . .
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The entire goal of the
promotional email is to
get a click-through.
@MedicalMarcom

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2. The Landing Page . . .
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• Doesn’t have to be anything fancy.
• But MUST be a “dedicated page.”
• MUST be clean and easy to follow.
• Linear: If you do this, you will get that.

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3. Reward Leads
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• $25 per lead.
• ZIP code routing to your sales rep.
• Your rep qualifies the lead.
• Reward sales leadership.

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4. Big Sales Award(s)
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• Could be a chance for a big prize.
• Hundreds per sale (guaranteed).
• However you’d like to set it up.
• EXTRA CREDIT: Team with distributor.

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It Works!

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Your Checklist
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1. Distributor’s endorsement
2. Email content for distributor to forward
3. A subcategory on your website
4. Dedicated landing page content
5. Back-end database
6. Routing methodology to Sales
7. Reporting
8. Rewards and Publicity

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Ask your doctor
if social media
is right
for you.

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If you don’t
have great
content, social
can’t help you.
If you do, social
rewards it.
Moz CEO Rand Fishkin
@MedicalMarcom

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Social Wins for
Cardiac Science

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In times of trouble,
social can help
restore your reputation.
@MedicalMarcom
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200,000+

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If a cardiac stress
equipment video is
watched 11,385 times,
imagine what your
video could do.
@MedicalMarcom
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Look to social for:
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1. Media pick up
2. Video impressions
3. Timely page one positions
4. Long tail searches
5. Easy sharing + customer recognition
@MedicalMarcom

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http://MedicalMarcom.com/Workshop-Offer
FREE: A download of 10 marketing tactics we couldn’t cover today.
50% DISCOUNT FOR FIRST FIVE GUESTS:
One-on-one consultation (recorded, transcribed)
Lead generation assessment
Follow-up discussion / plan

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May 13-14, 2014
Our once-annual chance for the world's largest medical device
community to get together in person.
Friendly, educational, and thought-provoking networking event to
build true relationships with device professionals of all kinds.
Come if you want to share your knowledge, learn from industry
veterans, and see who YOU can help on our shared journey.
http://MedicalDeviceEvents.com

64. ™
Joe Hage
JHage@MedicalDevicesGroup.net
Twitter: @MedicalMarcom
Site: MedicalMarcom.com
Site: MedicalDevicesGroup.net
Group: linkd.in/MDGroup
Skype: joehageonline
Phone: 425.415.6171, Pacific time
© 2013, Medical Marcom, LLC. All rights reserved.
No part of this work may be reproduced in any form without written permission from Medical Marcom, LLC.