Medical device marketing that works

A report examining the marketing communications channels available to device manufacturers today, by TforG for Encompass Content Solutions, was compiled from results of numerous interviews with device industry leaders, including senior managers in sales, marketing, operations and health care providers – from medical practitioners to hospital staff and hospital administrators.

Photo: Medical device marketing that works

Findings show that in both mature markets (Shift Markets) and emerging markets (Growth Markets), traditional channels – specifically, face-to-face contact by industry representatives, including those on congresses and exhibitions – still represent the most important way to reach customers.

‘However,’ TforG comments, ‘in mature markets particularly, the relevant target audience is broadening to an increasingly diverse group of decision makers, requiring device companies to consider the impact this shift has on content needs, sources and channels.

‘As a result, third parties – such as evidence-generating organisations and HCTA institutes – have significantly impacted the decision-making process, while social media maintains a limited application, except in specific situations such as large (patient) communities.

* For a free report download go to TforG (www.tforg.com) and Encompass Content Solutions (http://encompass.transperfect.com).

11.11.2014

More on the subject:

Related articles

Photo

Klaus-Dieter Axt

Regaining strategic autonomy and competitiveness for MedTech

COCIR, the European Trade Association representing the medical imaging, radiotherapy, health ICT and electromedical industries, is announcing a leadership change as Secretary-General Annabel Seebohm…

Photo

Article • Technology applications

Medical 3D printing: from niche to mainstream

From personalized medical guides and implants to advanced surgical planning solutions: 3D printing and visualization has seen considerable growth over the past years and is already making a…

Photo

Article • Insights and perspectives presented at ECR 2025

Nuclear medicine: Innovations, challenges, and new horizons

Nuclear medicine (NM), one of the more mature technologies of diagnostic imaging, has been experiencing a rebirth in innovation and interest. The increasing prevalence of cancer,, an aging global…

Subscribe to Newsletter