So, you’re launching your first medical device advertising campaign, but aren’t sure where to
start? We’re here to help. Keep reading to learn the proven 6-step process to launch a
successful medical device advertising campaign.
What’s a Medical Device Advertising Campaign?
Launching a Medical Device Advertising Campaign in 5 Steps
- Do you want to say that more HCPs know about your device?
- Is your goal to increase sales by “X” percent?
- Maybe you want to generate a certain number of meetings to discuss your device in more detail?
- Awareness: You want more HCPs to know about your device.
- Consideration: You want more HCPs to add your device to their consideration
set , i.e., when they’re ready to buy a device, they think about yours.
- Conversion: You want more HCPs to purchase your medical device.
Analyze Competitive Ad Strategies
- Which medical devices are your competitors actively advertising?
- Who are they targeting?
- How are they positioning their devices?
- Which ad types are they using and on which digital channels?
- Which keywords are they paying for on search?
- Apple is now giving iOS users the ability to “opt out” of in-app tracking, making it more difficult to run effective campaigns to HCPs using iOS devices.
- Many online ecosystems, including Google, are getting rid of third-party cookies, meaning that you won’t be able to use them to retarget HCPs on the world’s most popular browser. In 2021, there were more than 3.2 billion people worldwide using Chrome as their main browser.1
- Third-party cookies and other similar third-party identifiers lack the true intent signals you need to launch effective campaigns.
Content Strategy & Delivery
Once you have your audience ready, it’s time to think about your content and delivery strategy, i.e., how you’re going to deliver your message. The secret here is to invest in engaging ad types — for example, video ads, mobile ads with rich media, and interactive banner ads — that have proven performance benefits. One study found that 80% of video marketers say video has helped increase sales.2
Measure & Evolve
- Did HCPs with certain job titles engage with your ads more than others?
- Is the creative or messaging in a certain ad out-performing others?
- Did ads on one channel get more clicks?
- Did videos of a certain duration get more engagement?
Our Favorite Medical Device Advertising Campaigns
- Shanhong L. User population of selected internet browsers worldwide from 2014 to 2021 (in millions)*. Statista. Published October 2021. Accessed January 28, 2022.
- Jacinda S. Video Marketing Statistics: What You Must Know for 2022. OptinMonster. Published January 7, 2022. Accessed January 28, 2022.
- Carr S. How Many Ads Do We See A Day In 2021? PPC Protect. Published February 15, 2021. Accessed January 28, 2022.