- The difference between medical supplies and medical equipment
- How to build a data-driven target audience of HCPs
- How to use engaging ads to boost performance
- Which metrics you should look at to understand performance
- How to evolve your campaigns to maximize future ones
Medical Supplies vs. Medical Equipment: Explained
How to Market Medical Supplies & Equipment the Right Way
Build a Target Audience That Aligns with Campaign Goals
If your goal is to increase the number of meetings and demos of your MRI machine, it’d make more sense to target HCPs who’ll use them, like technicians. Although they likely don’t have purchasing power, their endorsement is critical to convincing those who do. If you’re trying to increase sales, you’d want to target senior-level HCPs and administrators. Finally, if you’re aiming for awareness of a new mask, your best bet would be to target nurses, doctors, and other HCPs in the trenches.
Once you identify which positions align most closely with your goals, you can start building your audience. We recommend using tried-and-true first-party HCP audiences given your relationship with them and their previously proven interest in your medicine supplies or equipment. You can take it a step further by teaming up with medical supplies and equipment digital marketing companies that have access to an up-to-date HCP database. Doing so will ensure you’re actually targeting the right people while also giving you an easy way to cost-efficiently scale.
Use Engagement-Driven Ads
With a goal-aligned audience in hand, it’s time to decide which ad types you’ll use to deliver your medical supply and medical equipment ads. Given the abundance of options from which to choose, deciding which ad type (or types) you should use may seem like a daunting task.
Here’s the trick: Prioritize ad types that can deliver engaging experiences. Nine times out of 10, this will mean video ads or others with rich media elements, both of which give you the ability to add life and excitement to your ads. Not only that, they work. If you’re not convinced, consider the fact that 89% of marketers say video gives them a positive ROI.1 Meanwhile, click-through rates (CTR) for rich media ads outperform standard banner ads by an incredible 267%.2
Utilize Messaging That Speaks to HCPs
- The key to effective messaging is understanding your audience. Create a persona for each type of HCP you’re trying to reach and then develop your content accordingly. Where are they located? Do they work in hospitals or clinics? What types of content do they consume?
- If you’re looking to reach hospital executives, ask yourself what they’re interested in. Are they concerned about safety? How about costs and patient experiences?
- Keep your messaging human. Show real people benefiting from your product, including both HCPs and patients. Using faces in your ads is an easy way to connect with audiences, as we’re instinctively drawn to them for emotional and biological reasons.
- Make sure your content is brief and to the point. HCPs are busy. They should understand everything they need to know within the first three to five seconds of seeing your ad.
Report on Meaningful Metrics
For those future campaigns to be effective, however, it’s imperative that you pull, and report on, the right metrics. We’re talking about engagement metrics, i.e., ones that indicate whether an HCP is actively interested in what you’re selling.
Evolve With Purpose to Maximize Ad Spend
- Landing pages
Boosting Performance With a Medical Supply & Equipment Marketing Agency
- Santora J. Video Marketing Statistics: What You Must Know for 2022. OptinMonster. Published January 7, 2022. Access January 25, 2021.
- Rich Media: Its Evolution and How It Amplifies Your Message. Adobe Experience Cloud. Published May 7, 2018. Accessed January 25, 2022.