How to Make Evidence-Based MedTech Marketing Interactive?

MedTech companies can now enhance medical device marketing with interactive strategies like 3D product demos, data visualizations, user-generated content, and case studies to engage audiences and drive innovation.

In today’s world, it has become increasingly crucial to persuade customers about the effectiveness of a product. Right from the inception to the commercialization, having strong evidence regarding the “why” of a product is essential to every stage of the sales cycle, without which its progress is hindered. Within the MedTech industry, there is a wide range of stakeholders including healthcare providers such as hospitals, clinics, and physicians, alongside patients, regulatory authorities like the FDA and the EMA, and medical device manufacturers. 

Evidence-based marketing becomes crucial in this industry due to the high stakes involved as the use of medical devices and technology directly impacts patient health and safety, therefore claims and marketing messages need to be backed up by solid science. To ensure transparency and accountability, regulatory bodies require that medical device marketing claims be substantiated by clinical data and studies. Healthcare payers also heavily rely on evidence-based information to make informed decisions regarding which medical technologies to adopt and reimburse.

But what exactly does “evidence-based marketing” refer to? It includes marketing strategies that use thorough, meticulously researched studies using empirical data to refine purchasing decisions. Simply put, it is a type of marketing that heavily relies on research, studies, and data. Medical devices, mainly focus on a device’s efficacy and efficiency, which has a significant impact on healthcare providers and patients when they have to choose between two competing devices. While evidence-based marketing is important for establishing credibility and trust in the MedTech sector, it runs the risk of becoming monotonous and not engaging with time. 

Can Evidence-Based Marketing be Made More Interactive?

Let’s compare this, giving your consumers a folder with all the necessary information and on the other hand, giving them a folder for the same information in the form of videos. Which one would be preferred more, the one that provides mere information or the one that provides information in an interactive format? 

Nowadays, consumers are constantly looking for engaging and interactive experiences. With the rise of digital technologies and changing consumer behavior, MedTech companies recognize the importance of incorporating interactive elements into their marketing strategies to captivate and educate their target audience effectively. Leveraging interactivity in MedTech and medical device marketing, companies can cater to the growing demand for engaging experiences, educate consumers effectively, and set themselves apart in a competitive market where interactive content is essential for drawing in and holding on to audience interest.

Interactive marketing strategies such as quizzes and interactive presentations, not only make evidence-based marketing more dynamic but also cater to shifting consumer expectations towards a more interactive experience. This adds an extra layer of interactivity to evidence-based marketing strategies in a more competitive and evolving market. 

Strategies for Making Evidence-Based MedTech Marketing Interactive

Evidence-based marketing has emerged as an upcoming trend where marketing efforts are grounded in facts and data rather than relying on intuition or anecdotal evidence. MedTech marketers can monitor the effectiveness of their marketing strategies, understand industry trends, and also gain a deeper understanding of their customers by leveraging data and research. Since this involves a lot of complex information, it requires presentation in an interactive format. Interactive evidence-based marketing also enables two-way communication, where MedTech companies can gather real-time feedback and insights from their target audience. It also helps create a more personalized experience for the audience. These are a few ways of creating interactive evidence-based MedTech marketing interactive.

1. Interactive Data Visualization

As the name suggests, interactive data visualization makes evidence-based marketing by transforming complex data into engaging visuals that are accessible and informative to the audience. It uses data visualization elements like graphs, histograms, pie charts, and pictogram charts that help MedTech companies present scientific evidence in a visually appealing way, enhancing audience engagement and understanding. 

Data visualization allows healthcare professionals and patients to explore the data, ask questions related to the presented data, and give feedback based on their understanding. This makes it easier for MedTech marketers to understand their target audience better and cater to devices and healthcare services as per their needs. By using interactive data visualizations, MedTech and medical device marketing can be made more engaging and responsive, fostering strong customer relationships. 

2. 3D Product Demos

3D product demos have a proven track record across various marketing strategies in enhancing interactivity. These demos give a realistic and comprehensive depiction of the product's features and functionalities by offering immersive and interactive visualizations of medical devices and technologies. Additionally, interactive elements like animations or clickable hotspots can be integrated into 3D demonstrations to emphasize evidence-based data like patient outcomes, clinical data, and peer-reviewed research. 

3D product demos enable MedTech companies to present concrete evidence of their product’s capability, making it easier for healthcare professionals and patients to evaluate and make informed decisions. It also helps drive awareness, trust, and adoption of innovative medical technologies. 

3. User-Generated Content Campaigns

To start with, 92% of consumers rely more on reviews and testimonials rather than traditional marketing. User-generated content plays a significant role in enhancing the interactivity of evidence-based marketing and provides a powerful platform for authentic storytelling and building trust with consumers.

MedTech and medical device companies can enhance the credibility and engagement of their marketing strategies by promoting personal experiences and testimonials from patients, healthcare professionals, and other users. Potential customers can also obtain firsthand ideas and perspectives on the efficacy and usability of MedTech solutions through user-generated content, thereby supporting evidence-based claims with actual data. 

4. Interactive Case Studies 

Case studies, derived from real-life scenarios, stand out to be one of the most effective ways of promoting evidence-based marketing in MedTech. This can be done by incorporating multimedia elements such as videos, animations, and interactive visualizations to bring the case study to life and make it more engaging for the audience. 

Interactive case studies allow potential customers to explore detailed product data, such as patient outcomes and deployment times, in a more engaging and accessible manner. Additionally, interactive case studies facilitate critical thinking and well-informed decision-making by allowing users to explore diverse perspectives, consider alternative approaches, and analyze evidence-based data, enabling them to explore treatment options and medical device choices. 

Conclusion

MedTech and medical device marketing often require the use of versatile strategies. Evidence-based marketing can be seen as a proven strategy to convince consumers about the efficacy of using complex medical technologies and devices. Since it uses, statistics, research, and clinical studies, it often becomes crucial to make it more interactive. By incorporating strategies like interactive data visualization 3D product demos, UGC, and interactive case studies, MedTech companies can captivate consumers, provide personalized experiences, and drive the adoption of innovative medical technologies. Adopting interactive elements improves customer relationships and engagement while also improving results, which eventually progresses healthcare delivery.