Marketing Medical Equipment: Where To Begin?

When marketing a medical device, agencies need to focus on the specific product and the targeted audience. This differs by the device, as a person with a heart condition won’t be interested in a prosthetic leg. When the agency tailors the content and campaign for the audience, they achieve a higher level of success. The same holds when the agency recognizes where the person is in the buying cycle. However, when doing so, the agency must remain within FDA guidelines. Knowing these guidelines is the first step in the marketing process.

Categorizing Medical Devices

A medical device marketing agency must determine which category a device falls into before creating a marketing plan. Class I devices come with minimal potential for harm and are subject to general regulatory controls. Class II devices, in contrast, have a higher potential for harm, and any marketing materials must comply with general and specific regulatory controls. Class III devices come with the highest potential for harm, as they are implanted in the patient, are used to sustain or support life, or come with an unreasonable risk of injury or illness. As a result, they are subject to general and PMA regulatory controls. Furthermore, any electronic device that emits radiation must adhere to regulations found in 21 CFR parts 1000 to 1050.

FDA Guidelines for Marketing Medical Devices

The Food and Drug Administration oversees the marketing of restricted medical devices. Authorized medical professionals are the only individuals who can order the sale, distribution, or use of these products. The agency also oversees the marketing of medical devices that come with low-to-moderate risk, but the guidelines for these devices aren’t as strict. Review these guidelines before developing a marketing plan to ensure all content and campaigns remain in compliance. How should an agency market these devices?

Emphasize Customer Service

Consumers want an outstanding experience, regardless of what they are purchasing. Make customer service a priority when marketing these devices. Show how the manufacturer puts a priority on service. The agency needs to ensure all marketing is efficient and comprehensive. An effective agency knows how to create marketing campaigns that allow more people to learn about the device and its benefits. When they contact the company and receive excellent service, they are more inclined to make a purchase.

Target the Buyer

Know who will buy the medical device. This may be a patient or it could be a provider looking to add the device to their equipment. In addition, it is important to know who will use the equipment. In many situations, the buyer won’t actually use the device. They are only responsible for procuring it. Marketing materials must speak to all parties, as the user may provide input on the purchase or the medical provider might want one product over another. However, it falls on the procurement department to make the purchase. No person should be overlooked when marketing one of these devices.

These are only a few of many ways to begin marketing a medical device. Many companies feel overwhelmed as they begin moving through the process. Don’t let this hold things back. Work with a marketing agency that specializes in medical devices to get the product before the correct buyers. With the right campaign, orders will come in quickly, and the device will gain the attention it deserves so it can begin improving the lives of users and patients.