Digital marketing for healthcare innovation

Medical innovations have accelerated worldwide due to the COVID-19 pandemic. According to a study on NCBI, the process is normally costly and time-consuming due to factors like regulatory approvals, clinical trial testing, and conflicts among stakeholders. However, the pandemic has caused a shift in priorities, putting health first and profit second. This has resulted in various innovations, from the use of drones for medical supply delivery to everything under telehealth.

But because of the rapid innovations and restrictive rules, it may be difficult to make your products stand out. Since people are spending more time indoors, the way to do it is to market your innovations digitally. ​

Maximize digital marketing tools

The biggest advantage of digital marketing is scale. This means that you’ll be able to reach potential customers anywhere in the world and build relationships with them from a single website. To further help you boost your digital marketing efforts, you should have the right tools to reach, engage, and convert your target audience.

For instance, social media is now a big part of everyone’s lives. As such, you should have a social media marketing strategy where you can share content about your business and your innovations. Tools like Buffer let you schedule posts across different platforms, including LinkedIn and Google+ from a single software. But social media is more suited for bite-sized information. So if you want to discuss your innovations in-depth, try blogging instead. Marques Coleman gives tips on how to write good healthcare posts. The primary thing to keep in mind is to write in plain language and break down your text so readers can easily understand what your innovation is and how it can improve their lives.

Using VR as marketing tool

VR has been making large strides in the healthcare, and has opened up the industry by allowing patients to remotely access specialists and train medical professionals. A clear example of the benefit of VR is in senior care. CNBC reports that VR is being used as a form of rehab through customized virtual therapy exercises. In the same way VR can be used as an effective way to market innovations.

For example, if you are creating a new safety device for seniors, then you can use VR as a marketing tool to allow patients to test it before they buy. As SymptomFind outlines, there are different types of safety alert devices. The in-home system is standard and the most affordable. Meanwhile, mobile safety devices are good if you’re out and about since they tend to have GPS technology so you can share your location with emergency responders. The virtual trial will give the potential buyer a much more accurate impression of the product and increase their chances of purchasing it.

Utilize relationship marketing

Evidence-based marketing is certainly important since you want to assure your customers that your products are high-quality and back this up with research and data. For instance, there are wearable biosensors that can help doctors remotely predict and prevent serious medical events. Through evidence-based marketing, potential customers will know that these biosensors enable continuous health monitoring and disease diagnosis through factors like physical motion and body fluids.

But more than evidence-based marketing is relationship marketing. Tech Target describes this as marketing that focuses on the overall experience of customers and prospects rather than solely sales. Here, you’ll be aiming to appeal to people’s emotions and show them that your product fits into their lifestyle. In the case of the biosensors, you can share stories of those that already bought the product. Partnered with evidence-based marketing, potential customers will both know that your device is effective and that it makes a difference in people’s lives.
 
Content written for carevoyance.com by Joanne Brow