Trend Report

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Digital Marketing Trend Report 2016

In 2013, Grey Matter Marketing polled over 100 medical technology marketing departments to discover which digital marketing strategies they implemented, and to what degree of success they had. The survey sample included companies ranging from startups to enterprise organizations, in the medical device, pharmaceutical and diagnostic industries. Using this information, we published the 2013 Medical Technology Industry Trend Report series of eBooks which contain best practices for several primary topics of interest to med tech marketers, such as: SEO, Social Media, Mobile Marketing, Email Marketing and Content Marketing which received an Honorable Mention in the 2015 Ragan and PR Daily's Content Marketing Awards for Best Content Series. There was so much good information gleaned from the survey that we decided to conduct a second one in 2015. Digital marketing is rapidly evolving, and we were eager to see how med tech marketing departments incorporated digital marketing as part of their overall strategy during the past 24 months. We analyzed the responses and crunched the numbers to bring you this comprehensive report. The report provides excellent insight into what has changed, and how your peers plan to use digital marketing to reach their growth and sales goals in the future.

Intro:
The Digital Marketing Landscape

In 2013, Grey Matter Marketing fielded an online survey more than 100 marketing professionals employed by U.S. medical technology companies. Grey Matter Marketing requested opinions and information on current trends and challenges in digital marketing. The results of that survey combined with the changing digital landscape inspired this guide.

Part 1:
Social Media for Medical Technology Companies

Companies can leverage social media to drive business and compete effectively in the new era of health care. But what do you need to know before jumping in or expanding your efforts? What considerations do medical technology marketing professionals need to take into account when implementing a strategic social-media plan?

Part one of our five-part series outlines how medical technology professionals can use social media in a regulated environment. Even more importantly, it gives readers the supporting evidence needed to recommend specific social-media strategies to management and internal legal and regulatory teams.

Part 2:
SEO for Medical Technology Companies

With such universal use of search engines for health information, there is a great opportunity for companies to become part of the prospective patient’s consideration set early in the decision-making process, and even for companies to help connect patients with providers.

Part two of our five-part series shows medical technology professionals how to put search engine optimization (SEO) at the heart of their digital marketing strategy to get found, gain authority and build their business. Even more importantly, it gives readers the supporting evidence needed to recommend specific SEO strategies to management.

Part 3:
Mobile Marketing for Medical Technology Companies

A mobile device is arguably the closest you can get to your customer, without coming face-to-face. Defining mobile as a channel, strategy or technology doesn’t quite do it justice. Mobile is how we behave. It is how we live, research, document, and communicate. As marketers seek to understand and leverage the customer’s path to purchase, mobile devices have the potential to be a tremendous enabler.

Part three of our five-part series discusses how to communicate and engage with audiences in an interactive and relevant manner through a mobile device or network. More importantly, it gives readers the supporting evidence needed to recommend specific mobile strategies to management.

Part 4:
Email Marketing for Medical Technology Companies

Email is still one of the most popular activities online. Thanks to near-universal adoption of mobile devices, checking email is often the first thing we do when we wake up in the morning and one of the last things we do before bed. Even as new communication platforms arise, 91% of all U.S. consumers use email daily.

Part four of our five-part series shows medical technology professionals how to leverage email marketing to build trust, drive preference and move your prospects along the buying process—so they convert more frequently and at faster rates.

Part 5:
Content Marketing for Medical Technology Companies

A few years ago, content marketing was a buzzword. Today, it is the way to communicate and engage online with your audiences. Out of all organizations leveraging content marketing programs, 48% say their efforts are resulting in engagement with customers and prospective clients, and 41% are seeing an increase in brand awareness.

The last and final chapter of our five-part series shows medical technology professionals how to use content marketing to build trust, drive preference and move prospects along the buying process – so they convert more frequently and at faster rates. Even more importantly, it gives readers the supporting evidence needed to recommend specific email strategies to management.