{"id":17976,"date":"2023-11-16T09:30:45","date_gmt":"2023-11-16T09:30:45","guid":{"rendered":"https:\/\/leger360.com\/how-to-get-buy-in-for-dtc-marketing-in-medtech\/"},"modified":"2024-11-12T10:46:30","modified_gmt":"2024-11-12T15:46:30","slug":"how-to-get-buy-in-for-dtc-marketing-in-medtech","status":"publish","type":"post","link":"https:\/\/leger360.com\/en\/how-to-get-buy-in-for-dtc-marketing-in-medtech\/","title":{"rendered":"How to Get Buy-In for DTC Marketing in MedTech"},"content":{"rendered":"

[et_pb_section fb_built=”1″ _builder_version=”4.16″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.25.0″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]In the highly competitive healthcare space, having effective DTC marketing strategies in place is becoming more and more crucial. Innovative companies are using DTC marketing more frequently, even in untraditional areas: for products patients don\u2019t directly choose.<\/span><\/p>\n

Brands that do not consider DTC marketing risk losing share to those who do, which is why it\u2019s so important to ensure that you have the tools in place to develop a solid strategy, get buy-in from internal stakeholders, and build a strategic, data-driven campaign.<\/span><\/p>\n

This article is the second in a series of three articles focused on helping you build a successful DTC campaign for your target market.<\/strong> Our first article explored why delving into the emotional side of the patient journey<\/a> is the ideal place to start. This article focuses on how to get buy-in and internal support, and the final article in the series will go into depth on how to build a successful DTC marketing campaign in the healthcare space.<\/span><\/p>\n

Innovative medical device companies are already using DTC marketing<\/h2>\n

With Americans wanting to play a more active role in their healthcare journeys, there are many opportunities to influence the products they prefer (even in areas where they don\u2019t choose the products themselves\u2014see how<\/a>!).<\/span><\/p>\n

With a few exceptions, such as diabetes monitoring devices, the medical device industry has not typically engaged in DTC marketing. <\/span>T<\/span>he prevailing thought is that it doesn\u2019t make sense to market to patients when physicians or hospitals are the primary purchasing decision-makers.<\/span><\/p>\n

However, industry trailblazers are implementing DTC campaigns in untraditional areas and seeing benefits, such as increased share and greater demand for their specific devices or unique device features. For example, Hologic and GE HealthCare, two companies in the diagnostic imaging market, always deemed a market in which DTC does not make sense, have created innovative DTC ads that speak to the value of these campaigns and show the importance of thinking beyond preconceived ideas. <\/span><\/p>\n

Hologic<\/strong>: In this video ad, the company markets its Horizon\u00ae DXA System\u2019s bone mineral density scan to prevent osteoporosis. It encourages viewers to talk to their doctors about osteoporosis risk factors and find a list of facilities that offer this scan.<\/span><\/span><\/span><\/span><\/p>\n