Direct to Consumer (DTC) Marketing within the Medical Device Industry

Realizing Consumer Demand for Medical Devices Using Online Media

Medical device product managers are looking at exciting times what with the thirst of online consumers – more than 73 million in the U.S. — who are looking for clinical knowledge about medical topics, many of which deal the with medical devices they are selling.  Put another way, the marketing environment for medical device companies is beginning to mirror that of the pharmaceutical industry’s, and the consumer, not the medical professional, is at the heart of the equation, thanks to the Internet.

For medical device marketing managers, there is an enormous opportunity to market to online consumers, also known in Internet speak as ‘health seekers.’ Of the more than 73 million health seekers searching the Internet for health information, it is important to note that most, according to recent research, turn away from sites that appear to be selling something and are instead seeking credible, non-commercial information.  The health seeker is web-savvy, educated and hungry for reliable diagnostic information, and it is the product marketer’s job to play right into this demand with great skill, and the right interactive, web-based strategy.

About $1.5 billion advertising dollars are spent annually by the medical device industry in specialized trade journals that target physicians and other healthcare professionals, and it is forecasted that the industry plans on spending another $50 million in the next year on consumer advertising.  Now would be the time to redirect budgets, at a fraction of the cost, to launch a widespread online campaign based on education and interactive tools for consumers that illustrate the value of your product while also providing essential, clinical information in non-branded, trustworthy web-driven environments.

Comments

[Jeff LaCour]

Lets' just pretend for a moment that I have a surefire preventive/cure for Alzheimer's/Senility.

I am going to use a specific plan to rollout this product.

Can I predict the number of orders I will recieve the first 90 days, one year, etc??

[Nicky]

Jeff,

Yes.

- Nicky

[Alicia at Virtus International]

Hello,

I am Alicia of Virtus International and I would like to say that I found the content of your blog very interesting and applicable in so many ways.

We at Virtus International, a corporate event organizer, are sponsoring the 2008 Medical Device Conference which will take place on June 22-24. As it seems that readers of your blog might also be interested in our conference, I have provided a link to our site for further information www.Virtus International.com

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