No one could have predicted what 2020 dealt us, so rather than naming our top 2021 predictions – let’s just highlight the top three trends that we expect to see making a big impact for our clients’ medical device marketing strategy:
1. Brand is Big! With sales reps out of the hospitals, many medical device and diagnostic companies are losing ‘the face’ of their products and brands. This is driving the increased importance of branding to really make products stand out in the marketplace. We are seeing medical device companies and products moving away from ‘standard’ creative with a headline and a product beauty shot to big creative concepts and campaigns coming back to life. Not only does a more creative concept help a brand stand out from the crowd, but these campaigns are more memorable for our audiences.
2. Digital Marketing Ad Spend will Continue to Grow – and we are seeing increasing trends in spend on digital advertising including online association publications, Google ads and promoted posts on LinkedIn. But in order to really capitalize on this increased spend, medical device marketing teams must take a deeper look at the calls to action and the landing pages that these ads are driving towards to ensure that the spend is resulting in increased lead generation.
3. Shift from Straight Social Posting to True Community Management – over the past two years we have been working with more med device marketing teams on their social media posting. Our clients have predominantly leaned towards LinkedIn and Twitter across the board. In 2021 we’re seeing a shift from straight promotional social media (Me! Me! Me!) to more community engagement with hash tagging, mentions and ongoing social dialogue. You know, social that’s social!
Interested in learning more? Want to talk about how these trends could impact your marketing strategy?