Established Leaders

Marketing Healthcare Technology to Compete in a Saturated Market

Marketing healthcare technology is increasingly challenging these days as the market is flooded by new players selling related software and hardware products. The Global Digital Health Market size was USD 51.3 billion in 2015, with 25.9% compound annual growth rate estimated from 2016 to 2024, according to Global Market Insights. Continue reading to learn how you can use content marketing healthcare technology to compete in a saturated market.

With hundreds of Healthcare Technology companies out there, the market has become highly saturated and very competitive. That’s the bad news for marketers in this industry. The good news however, is that saturation is not necessarily apocalyptic. When an industry is saturated, it indicates that there is a lot of demand for the products or services being offered. In addition, being in an industry with many competitors forces players to be more innovative in order to survive.

Here are some tips for competing successfully in the saturated market by marketing healthcare technology and being more inbound-driven:

1. Write helpful and valuable content

Providing educational content on a regular basis is one of the most effective ways of driving traffic to your website. Writing at least two blog posts per week on topics which are helpful to your prospects is key to building engagement and staying on top of their minds. Don’t forget to research and include relevant long-tail keywords in your title and content. Other types of content which could come in handy are white papers and eBooks that offer solutions for industry-specific problems. If you want to provide information and then have a live Q&A with your audience, a webinar would also be a great idea.

2. Integrate influencers into your content

Business leaders usually seek the opinion of industry experts when assessing new technologies to buy. A recent Tomoson study showed that influencer marketing is the fastest growing online customer acquisition method. Many technology firms are now partnering with influencers so as to boost their credibility. The first step in strategic content marketing is to identify your target buyers. Find out what their challenges are, which groups they are participating in online and who they are following. You can then get in touch with a few influencers and ask them to share your content with their followers on different social media platforms. Some of the tools which could come in handy for finding and managing influencers include FollowerWonk, BuzzStream, GroupHigh and MuckRack. This could also be a part of your Content and Inbound Strategy.

3. Create how-to blog posts and videos

People are looking for solutions which are simple and easy to use. Consider creating helpful how-to blog posts, videos, or animations demonstrating how to do things related to your solution. When creating blog posts, make sure they are at least 600 words long and are optimized for search engines. When creating videos, keep them short and fun in order to retain the attention of your prospects. When you create the perception that your Healthcare Technology solution is more user-friendly compared to others, people are more likely to consider buying your technology. A good example is Medical Realities, a company specializing in the creation of virtual surgery training techniques for medical students. They have uploaded a 360-degree video on YouTube video showing how their technology works.

4. Get listed in health-related directories

There are numerous directories out there that list a wide range of healthcare and medical tech companies that offer a wide range of products and services. For instance, the Global Health Insider is a directory that lists healthcare tech firms that create solutions such as lab technology, immunology and rehabilitation technology. Companies are allowed to display their telephone contacts, email address and website address. Being listed on such directories will boost your website’s search engine ranking and make you more visible online, so you can gain a competitive edge.

5. Engage in online forums and blogs

There are numerous industry-specific forums on the internet. A quick Google search will reveal several forums related to healthcare technology. Look specifically for forums that have a large following and sign up. People usually go to such forums in search of answers before making a purchasing decision. Look for those who are asking questions related to what you are selling and provide answers. Don’t forget to leave a link to your site. Once people see you as an authority, they are more likely to visit your site and buy what you are offering when the time is right.

6. Write for medical journals

A research by the Content Marketing Institute showed that 80% of company decision makers would rather get information from an article than an advertisement. Healthcare executive professionals read medical journals to stay informed on the latest developments in the industry. Some of the most popular journals in healthcare are the Harvard Health Journal, American Journal of Preventive Medicine, Journal of Adolescent Health, Mayo Clinic Proceedings and The Lancet. Getting your company’s thought leaders to write guest posts will establish your company as an authority in the health technology industry and generate valuable backlinks to your website.

7. Create social media groups

Marketing healthcare technology on social media offers HealthTech companies an opportunity to create brand awareness and engage with their customers. One of the best ways of communicating with your audience is through industry-specific social media groups. You can join already existing groups or create one yourself. Philips Healthcare, a company whose mission is to connect data, technology and people seamlessly, has a LinkedIn group named Innovations in Health. In this group, healthcare professionals discuss the innovations and challenges of the industry. It has almost 150,000 members which include administrators, management, executives, clinicians and analysts.

The Final Word

The key to standing out in highly saturated health technology industry is active creation of valuable content and active involvement the World Wide Web’s numerous health communities. You and your company’s Healthcare Technology experts can collaborate on creating and distributing educational content that would attract your potential buyers and make your company a leader in the industry.

This may sound easier read than done. It’s true that doing a lot of the ideas we listed above can be very challenging to do alone. We here at Responsify help marketing healthcare technology to offer strategy, support, and help implementing these activities, so they can strategically compete in a saturated market, attract new website visitors, and convert them to qualified leads and happy customers.

If you’d like to discuss ways to help your HealthTech company compete and gain an edge in marketing healthcare technology, feel free to request a free strategy session now. We’ve got your back. We’re happy to spend time helping you evaluate your assets and offer free insights and suggestions to help guide you in the right direction.

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