When it comes to innovation and the marketing mix, some say the
healthcare industry lags behind. As a healthcare marketing solutions
company, we work feverishly to keep our finger on the pulse of innovation and
creative solutions for our clients. MedTera understands that innovation isn’t
spurred solely from looking inward in healthcare. We look outward to leaders
of marketing innovation from all industries. This is healthcare marketing in
the 21st century. We "deliver beyond the fold" by integrating dimensional
and digital solutions into multi-wave marketing campaigns that capture the
attention of your key targets to engage and elicit response. We assist in marketing your brand by turning medical facts into creative ideas.
The medical technology industry has experienced significant growth over the course of 2014, and experts believe that there are more changes to come. As medical device manufactures evolve to keep up with industry trends, their marketing tactics should also adapt to the changes.
Recent trends in pharmaceutical marketing have focused on digital media, but an integrated marketing campaign should also include more traditional forms of advertising. While the majority of consumers and physicians look for health information online, there is a significant market segment marketers are neglecting when they focus solely on online outlets.
There are a few common errors that can negatively impact the effectiveness of a healthcare direct mailing campaign. A study from the Direct Marketing Association found that when used effectively, direct mail pieces can garner more than $12 in sales for every $1 invested. However, marketers must be careful when designing, testing and sending direct mail pieces in order to achieve optimum return-on-investment.
Traditionally, marketers gauge the effectiveness of campaigns by return-on-investment, but experts argue that in today's society, customer engagement is the true measure of success. At a recent Advertising Week panel, representatives from a number of successful marketing agencies explained that consumers show interest and affinity for a brand through engagement. They argued that this should be the "currency" marketers use to measure a campaign's success.
A number of recent studies have questioned whether the U.S. Food and Drug Administration does an adequate job monitoring medical devices. In response to this scrutiny, the Center for Devices and Radiological Health has been reorganized and more personnel are now responsible for reviewing medical device claims. This change means that marketers and sales representatives will need to be more stringent when discussing device safety and off-label use with customers.