In today’s competitive landscape, digital marketing is an indispensable tool for healthtech, healthcare, and medical device companies. With the rapid advancements in technology and the increasing reliance on digital channels by consumers, having a robust digital marketing strategy is no longer optional—it’s essential. Digital marketing helps these companies reach and engage with their target audiences more effectively, build brand credibility, and drive growth in a highly regulated and competitive industry.
Healthtech and medical device companies, in particular, benefit from digital marketing as it allows them to educate and inform healthcare professionals and patients about new technologies and treatments. Healthcare providers can leverage digital channels to improve patient engagement, enhance the patient experience, and promote wellness initiatives. By harnessing the power of digital marketing, these organizations can stay ahead of the curve, ensure compliance with regulations, and achieve better patient outcomes.
Use The Digital Marketing Maturity Model to Achieve Success
Digital Marketing can be broken down into three main pillars: owned media, paid media, and earned media. The efficacy of these pillars can be assessed using a framework called a Maturity Model. This tool helps organizations evaluate their digital marketing capabilities across various dimensions. It provides a structured approach to assess current practices, identify strengths and weaknesses, and develop a roadmap for improvement.
Each pillar can be assessed based on five key components:
1. Strategy and Planning
2. Content Development
3. Channel Management
4. Execution and Implementation
5. Measurement and Feedback
Mastering Owned Media in Digital Marketing for Healthtech and Healthcare
Owned media is a critical component of digital marketing, sitting alongside paid and earned media within the marketing triad. Owned media refers to the digital assets that a company controls, such as its website, blog, email newsletters, and social media profiles. For healthtech, healthcare, and medical device companies, leveraging owned media effectively can lead to greater control over brand messaging, enhanced patient and professional engagement, and more meaningful interactions. Owned media is a great place to establish and maintain brand presence, leading to more impactful marketing outcomes.
Planning and Strategy
The foundation of a successful owned media strategy begins with thorough planning. This involves defining clear objectives aligned with overall business goals, identifying target audiences, and creating a content calendar. Importantly, this must be backed by financial investments and budget.
Define Objectives: Set specific, measurable, achievable, relevant, and time-bound (SMART) goals.
Identify Target Audiences: Understand who you are trying to reach, including their needs, preferences, and behaviors.
Content Calendar: Develop a schedule that outlines what content will be published and when, ensuring consistency and alignment with marketing campaigns.
Budget: Plan financial investments in efforts to target and reach ideal audiences.
Content
Creating valuable, relevant, and engaging content is at the heart of owned media. Healthtech and healthcare companies can utilize a variety of content types to reach their audiences:
Blog Posts: Educational articles about industry trends, patient stories, or new product features.
White Papers and E-books: In-depth resources that provide valuable information and position the company as a thought leader.
Podcasts, Videos, and Webinars: Audio/visual content that can explain complex technology and medical devices, showcase testimonials, offer training, or demonstrate relevance within a given industry.
Infographics: Easy-to-digest visuals that simplify complex information and enhance understanding.
Channels
Effectively distributing content through owned media channels is essential for reaching and engaging with the target audience. Key channels include:
Website: The central hub for all digital activities. Ensure it is user-friendly, mobile-optimized, and compliant with regulations like HIPAA.
Blog: A platform for sharing regular updates, educational content, and company news.
Email Newsletters: Direct communication with subscribers, providing personalized content and updates.
Social Media Profiles: Platforms like LinkedIn, Twitter, and Facebook to share content, engage with the audience, and build community.
Implementation
Turning strategy into action requires careful execution. This includes creating content, scheduling posts, and managing the distribution process. Because of the scope and complexity of digital marketing implementation, any organizations rely on trusted partners to assist them in this component.
Content Creation: Develop high-quality content that meets the needs of the audience and aligns with the content calendar.
Scheduling and Automation: Use tools like Hootsuite or Buffer to schedule social media posts and email campaigns, ensuring timely delivery.
Engagement and Interaction: Monitor channels regularly to respond to comments, answer questions, and engage with the audience.
Measurement and Feedback
Continuous improvement is key to a successful owned media strategy. Measurement and feedback involve tracking performance, analyzing results, and making data-driven adjustments. There are many tools that can help organizations capture and analyze the information they need to properly assess performance on a number of dimensions.
Key Performance Indicators (KPIs): Identify metrics to measure success, such as website traffic, blog engagement, social media interactions, and email open rates.
Analytics Tools: Utilize tools like Google Analytics, social media insights, and email marketing analytics to gather data.
Feedback Loop: Regularly review performance data, gather feedback from the audience, and adjust strategies accordingly.
Use a Self-Assessment to See Where Your Owned Media Efforts Land You
Outcomes Rocket has developed a self-assessment tool that is designed to help companies and teams quickly and accurately determine their current level of digital marketing maturity. By answering a series of targeted questions, you can gain insights into your organization’s strengths and identify areas that need attention. The tool provides immediate feedback and actionable recommendations to help you advance to the next level of maturity. Whether you're just starting out or looking to refine and optimize your existing strategies, this tool will guide you on your journey to digital marketing maturity.
Owned media is a powerful component of a digital marketing strategy for healthtech, healthcare, and medical device companies. By effectively planning and strategizing, creating valuable content, leveraging appropriate channels, executing meticulously, and continuously measuring and improving, these organizations can enhance their online presence, engage with their audiences more meaningfully, and ultimately drive business success.
