7 Winning Tactics for Medical Technology Marketers

Aladeloba Babatunde
4 min readSep 2, 2020


The medical technology industry remains a unique branch in the overall medical field. Global Medtech industry spans companies that help in disease prevention, diagnosis and that prognosis has positive outcomes.

This feat can be seen in Medtech companies in the areas of orthopedics,
cardiology, and diagnostic imaging.

It is now imperative for health service providers, doctors and caregivers in the medical field to have an online presence, as 72% of internet users search for health information or medical related content online.

Professionals in the medical field must become active in the digital space
or they run the risks of losing recognition. The social media channels, websites, YouTube are platforms to promote personal or corporate brands and to increase sales of medical information.

Like other digital brands, medical technology marketers must understand their target audience, how they want to be engaged and where they want you to reach them.

Though, the content marketing rule is the same across all industries, Medtech is however a few years behind the rest of the online marketing world.

The medical industry faces a lot of regulatory issues, which slows marketing ability; the time to make research , develop products and pass them for quality control makes the field a bit different from the regular B2B tactics.

Furthermore, professionals in the medical field need extra time to
evaluate new products and their fit for usage, as such Medtech must tweak their tactics to fit the unique attributes of their field.

Medtech marketers need to develop user personas that are engaging and trigger buyer emissions, across all marketing channels. This is because consumers don’t just buy a product, without an emotional connection.

However, here is a list of seven tactics any Medtech marketers can use for
successful product marketing.

1. Curate Customer and Professional Testimonials

You can use positive reviews of satisfied patients or professionals in the field who have used your products or services to draw leads. You can list this either on your website, landing page, or social media platform.

Listing reviews from professionals or users will show new patients that your products are worthwhile and will solve their problems. You can also focus on thought leaders within the health community, to influence your leads and convert them to paying customers.

One way you can also get success as a Medtech professional is to present these testimonials in video format, as visual content is known to convert more leads than written

2. Pay special attention to the future generation of medical professionals

It’s only natural that young medical professionals are fixated to what they learnt in medical school or during their health community rotations at teaching hospitals.

Hence, you launch a peer to peer counselling campaigns, by presenting medical educators or facilitators at medical school with your content and they pass this information to their students in the classroom. It then
becomes very convenient for the students to use these technologies after graduating from medical college.

This type of marketing is highly effective, as the target audience will be more
interested in your products as it is coming from a validated source of knowledge.

3. Publish in leading medical publications

One of the ways medical professionals stay abreast of new development in their field is by attending professional events or reading online publications.

You should publish your contents in medical journals that have both digital and print versions, as this will ensure that your content is seen by professionals who need this information.

This marketing approach might come with a huge cost, it has however proved to be of immense value as published articles always find wide acceptance from the general public.

4. Present at trade-shows and professional events

Medical trade shows are great opportunities for professionals in the medical field to stay relevant, and keep abreast of latest innovations and breakthroughs. It is the platform where they will learn about your MedTech, hence, it is important that you attend these events to get
the necessary awareness for your product.

These events are always huge seeing in attendance
medical policy formulators, journalists, publicists and thought leaders in the field.

You don’t want to miss these events as that is where you will meet the persons, that will decide the scalability of your product. There are endless marketing opportunities from attending trade shows, so you need to decide which is the best for your product marketing.

5. Use Social Media

Social media remains the top communication tool in the world today, across all industries and professions. It takes less than 20 seconds to share a tweet, and about the same time to upload a video on Instagram.

Medical professionals can spare a few minutes in their busy schedule to
share their product benefits on these platforms, and can get over a million people to engage with their content in minutes.

There also channels designed specifically for medical professionals to connect, network and consult for health services. You can use the opportunities these platforms offer to share your products with colleagues, medical influencers and other persons on the medical supply chain.

6. Partner With Relevant Associations to Create a Buzz

Medical associations have a significant influence over practitioners and patients, as they are held
in high esteem because of their long-term credibility. These associations have databases of product end users, who can become your customers. Partnering with them will be the smartest marketing move you will have to make, as they will offer long term and extensive reach for your products.

7. Create Patient Communities

Most content creators in other professions have a strong end user community. You can also replicate this tactic for your MedTech marketing, through dedicated blog posts, newsletters, and YouTube videos.

Providing valuable content for a defined audience, around your solution will
help leads and end users learn about your product offering, latest medical trends, and tips for healthy living.

These patients can in turn share your content with medical professionals, and get the best advice for better living.