™

Contemporary Medical Device Marketing for the Digital Age

™

2

™

3

Digital Marketing Boils Down to Three Things

Get Found.

Be Engaging.

Collect Info.

*

http://youtube.com/user/MedicalMarcom

™

4

™

5

™

6

™

7

™

™

™

10

SEO is hard.

And repetitive.

And repetitive.

Get someone to help you!

@MedicalMarcom

™

Be Engaging

11

What’s engaging?

(You know when you see it.)

Disclaimer:

No science ahead.

Just intuition.

™

12

™

13

™

14

™

15

™

1 2

3 4

™

Don’t just

sound like

a person.

Be a person!

When you’re online …

@MedicalMarcom 17

™

™

Find out who they are

so you can begin a

dialogue.

™

™

™

http://medgroup.biz/snapengage

™

23

™

™

™

™

™

About you, not me

™

™

30

Digital Marketing Boils Down to Three Things

Get Found.

Be Engaging.

Collect Info.

@MedicalMarcom

™

™

Today’s Workshop

32

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

™

$150,000 promotion

33

• Sales asked for Q2 promotion support.

• Traditionally a PDF or email to distributors.

™

In a Nutshell . . .

34

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.

™

1. The Email . . .

35

• Doesn’t have to be anything fancy. In fact – plain text may work better than graphics.

• Give new information.

™

1. The Email . . .

36

™

37

The entire goal of the promotional email is to get a click-through.

@MedicalMarcom

™

2. The Landing Page . . .

38

• 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.

™

™

™

3. Reward Leads

41

• $25 per lead.

• ZIP code routing to your sales rep.

• Your rep qualifies the lead.

• Reward sales leadership.

™

4. Big Sales Award(s)

42

• 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.

™

43

It Works!

™

Your Checklist

44

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

™

45

™ Ask your doctor if social media is right for you.

™

™

48

If you don’t have great content, social can’t help you. If you do, social rewards it.

Moz CEO Rand Fishkin

@MedicalMarcom

™

Social Wins for Cardiac Science

™

50

™

In times of trouble, social can help restore your reputation.

@MedicalMarcom 51

™

200,000+

™

If a cardiac stress equipment video is watched 11,385 times, imagine what your video could do.

@MedicalMarcom 53

™

™

™

™

™

Look to social for:

58

1. Media pick up

2. Video impressions

3. Timely page one positions

4. Long tail searches

5. Easy sharing + customer recognition

@MedicalMarcom

™

59

™

™

™

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

™

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

™

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.