4 common mistakes in marketing strategy

Read this article to learn about top 4 medical device companies mistakes when it comes to their marketing efforts.

Picture yourself as the captain of your marketing ship, steering it through a sea of changing consumer trends and digital advancements. It’s an exciting journey, but even experienced marketers can face challenges. In this article, we’ll dive into four common mistakes in marketing strategy, focusing on the medical device industry. We’ll take a practical look at these pitfalls and how they can impact your marketing efforts. 

[ 01 ]

Taking a product-centric approach

This is one of the most unrecognized marketing mistakes in the medical device industry. Products are invented to fulfill an identified need of the market, it appears sensible to promote the product to make users want to buy it. 

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The reality is more complex as humans are involved and that your potential decision-maker has fears, doubts, convictions, goals and elements of satisfaction.

No matter how much you promote the greatness of your product, if your message does not recognize the users’ emotion and leverage them, your innovation will not be accepted. You should build your entire strategy around the users’ pain points and how your product can alleviate them.

[ 02 ]

Using your website as an information source

A website is a tool with which you interact with potential buyers, users or partners. It should inform you about them just as much as it informs them about your product. By tracking your website user behaviors, you can learn and adapt your website for better conversion, but also your overall marketing strategy.  

You clicked on the arrow to expand this drawer containing information, we know it. This piece of information might get more attention than the other one, so we could decide to put it higher in the common mistake list. We might want to write an informative blog post about it and share it on social media, or it might be part of an email marketing campaign. 

Your website should not be an online elaborate brochure, it should be one of the most important tools in your toolbox.

[ 03 ]

Mixing acquisition, conversion and retention

In simplified terms, acquisition is how you get someone to know about your product, conversion is how you make them purchase your product and retention is how you keep them using your product or buying more.

Sounds simple enough? 

Most strategies out there fail to understand what happens after conversion and many fail to understand where the customers go after the acquisition. 

You met someone at a trade show, they were super excited, but you are not getting answers anymore?

This might mean that your acquisition and conversion tactics are mixed up.

Some of your users stop using the product and some of your distributors are not as excited as they were when you closed them?

Having a clear and empathic retention strategy is usually the key to fixing this problem. They chose your product, make sure that they are happy about this decision for as long as you want them to keep doing so.

[ 04 ]

Acting on instinct when it comes to marketing

There used to be a time where interactions at conferences and in direct communication were the best way to test your message. Unfortunately (or fortunately), the digital shift in information consumption completely changed this reality. Nowadays, website analytics, search engine and social media are the best place to gather objective information on what message works or not. Imagine being able to know what part of the brochure a doctor looked twice, or 5 times when they returned home, or which part of a presentation was rewatched, while you were not in the room to influence their attention. Instinct is great sometimes, but far too subjective now that the tools are available.

Does that sound familiar?
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