Consumers are online and medical marketers need to follow suit. Most companies understand that they need to have some kind of presence online, but what does a healthy brand look like online? Is it okay to just have a web page? Does your company need to utilize a social media marketing strategy to connect with patients? How does your online presence look and feel for decision-makers and buyers? Having a strong digital marketing strategy and online brand identity is about more than just showing up. It’s not enough to just claim your stake on the web anymore; companies need to establish a digital brand identity as part of their medical marketing or medical device marketing. Here’s how to make sure your company’s online branding is as strong as your company:
Provide the right information
Does your website reflect your current product offering? Decision-makers are more empowered than ever and are hungry enough for the information that they often research a company’s products and services before they even approach the company with an interest to buy. Does your website communicate the unique benefits your product or service offers? Does it show prospects what value they have to gain from using your company? Is it clear what your core competencies are that put your company above the competition? A strong website can be a facilitator of sales, but only if you provide the information that decision-makers need in order to evaluate whether the product or service is the right fit.
High-quality products and services deserve high-quality websites
Is your website static? Does it look outdated? Does it look professional, crisp and clean? If your website looks like it’s from the 90s, this might suggest your products, services, technology, problem-solving skills, and pretty much everything else your company offers is outdated too. You’ve worked hard to make your offering the best product or service in the market, don’t let your website convince people otherwise.
Take the same care with digital as you do with traditional
This means that you not only have to provide the right content, but you have to present it with the same care that you present your brand within traditional advertising, such as print ads and tradeshow materials. You wouldn’t continue to put print ads in magazines if they hadn’t been updated recently, so don’t let your online presence become outdated either.
Give potential prospects the information that they need. Don’t expect people to call you if they don’t get all the information they need on your website. In a matter of nanoseconds, someone can switch to another company’s website, find the information they need easier and faster, and desert your company. Everyone’s always running short of time, and if your website doesn’t provide the information needed to make a decision, consider yourself out of the running for their business. Think about the buyer’s decision-making process. What are your buyer’s pain points? How can your company solve those unique pain points, and how can your company do it better than the rest of the competition? Get in the mind of your buyer, and if your website doesn’t answer those questions and more, it’s time to bring it up to speed.
Take charge of your digital identity
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Editor’s Note: This post was originally published in April 2013 and has been updated for accuracy and comprehensiveness.