Successful marketing campaigns usually begin with an understanding of human behavior.
Forget about the copy and the graphics for a second. Stop and think about what people do, how do they act every day? What is normal behavior for the situation that your customers are in when they make a buying decision?
Here’s an example.
When you’re looking for a florist, do you whip out the yellow pages to find one? You used to, I’m sure. But nowadays, I’m willing to bet you hop online [using your phone more than likely] and go to what?
Do you go to a rose grower’s web site to look for their local distributors? No, of course not, that would be silly!
So why do so many medical device manufacturers think that consumers want to go to their website, first and foremost, to find a local dealer? That approach doesn’t jive with human nature when it comes to how most people search for things online.
Am I saying device manufacturers shouldn’t have a dealer directory on their main website? Absolutely not, that’s always important. But if you are a device manufacturer and you’re not employing other web strategies to drive customers to dealer locations, you’re missing out on sales opportunities left and right.
- Keep the dealer directory on your website, but advertise the directory via Google ads and through content placement on health sites.
- Employ Google’s remarketing tactics to get people back to your website once they visit the dealer directory. [Don’t know what Google Remarketing is or how to use it? Contact us, we’ll tell you all about it.]
- Create an e-newsletter for your audience – whether that’s clinicians or consumers – and embed a link to your dealer directory in each edition.
- Use video to talk about your products and then have that video point viewers to your dealer directory to find a local provider. Upload your videos to YouTube, Vimeo and other video hosting sites that allow viewers to forward your helpful information to a friend.
There’s plenty of other ways to extend your medical device brand online.
If you’d like to learn more, give us a shout. We’re happy to help!
(C) Lisa Wells, Get Social – All rights reserved, 2012.