Marketing Your Medical Devices

Introduction

Most medical aesthetics professionals have a love-hate relationship with medical aesthetic devices. Some perform well and generate a valuable stream of income with little-to-no problems. Others, well, others aren’t so reliable or useful, causing them to do little more than collect dust in a back room somewhere in the office. 

We understand the pain points that go hand-in-hand with medical devices, and we believe that there is a world in which medical devices can be used reliably in a medical aesthetic program without having to play roulette with your device choice. It comes down to a few things: understanding why medical devices are popular, developing a smart device marketing strategy, understanding the manner in which you should market your device and making the most out of your marketing channels. 

If you can understand these core concepts, we are confident that you will be empowered to use medical aesthetic devices the right way, as a reliable and versatile tool for your patients, instead of just a prop in the storage room.

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[fs-toc-omit]Chapter One

The Benefits of Medical Devices

In the year 2000, about 4.8 million minimally invasive cosmetic procedures were performed. This included not just devices, but other treatments like injectable or peels as well. Now, landing close to 5 million already feels like a huge number, but what's even more impressive is that, by the year 2019, more than 15.7 million of the same types of procedures were being performed.

That number might have dipped a bit in 2020 because of the global COVID-19 pandemic, but not by much: 2020 still had well over 13 million procedures performed. 

A large portion of these treatments are those performed with devices. We don’t need to dig too deep to get an understanding of why these have soared in terms of popularity. Much like the treatments, the benefits are easy to understand. 

Avoiding the Fear of Surgery

People are afraid of surgery. There is no real way to get around that fear. It is real, tangible and well-documented. Here are some stats from a study done in 2016:

• 18.9% had a moderate fear of not waking up after surgery, 16.9% had a severe fear. 
• 16.2% had a moderate fear of needles in the surgery, 9% had a severe fear.
• 21.6% had a moderate fear of waking up during surgery, 25% had a severe fear.
• 21.1% had a moderate fear of being paralyzed because of anesthesia, 23.5% had a severe fear.

Medical device treatments offer enticing results without the drawbacks of more traditional surgical options or the unreliability of topical applications. You can provide someone with moderate symptoms demonstrably powerful results without the need to miss work or have any downtime. 

Many devices are even marketed to show off that they can be completed in a single lunch hour. For an increasingly busy population, noninvasive and nonsurgical treatments done in a fast procedure window without obvious side effects are becoming more and more attractive. For your practice, this means steady revenue with larger volumes of patients. 

Provide Your Patients with a Large Variety of Services 

Businesses figured out long ago that variety is a worthwhile venture. It’s why shops like Target and Walmart are so popular, and why fast food restaurants tend to fill their large menus up with all kinds of different options to serve a wide array of palettes. 

Having more than one option is a powerful way to diversify your revenue. Having seven, eight, nine or even ten different skin conditions or concerns you can tackle? Well, that is how you greatly expand your potential customer pool and bottom line. In some cases, a single medical aesthetic device can tackle several conditions, making it a good purchase for your practice and a good use of time for patients who don’t want to have to visit two or more offices for diversified treatment.

Offer Fast Treatments with Little to No Downtime

We mentioned earlier how much people value treatment from devices and other nonsurgical options because they are fast. You can usually have them finished within an hour, in most cases, and patients can leave with next to no visible signs of treatment or long-term effects. 
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When you compare these numbers to the hours of time lost for surgical options, device treatments become almost a no-brainer for anyone who does not have the time to commit to weeks away from their obligations. 

But the benefit to your practice is just as, if not more, considerable. Your staff can be trained to perform then, freeing your revenue stream from your production alone, and the number of total treatments you can squeeze into a business day (comfortably, while maintaining the proper level of patient care) increases exponentially.   

The formula for potential revenue on single device is easy enough:

X (total treatments per day)   Y (days per week) = Z (total treatments per week)

Let’s say, as an example, you saw 20 patients per day, and 30% of them could use one specific device. That means you could be providing that device treatment to 6 patients per day. Let’s run that equation back now:

6 (treatments per day)  5 (days per week) =30 (weekly treatments)

Now just do some quick math on treatment cost, let’s estimate it at $500 per treatment.

30 (weekly treatment)  $500 (per treatment) =$15,000 (total revenue)   

That’s potentially an additional $15,000 per month, or $180,000 per year, in total revenue in a perfect situation. 

Unlock Packages and Subscription — A Powerful Revenue Tool 

When done properly, packages and subscriptions can generate what is known as MRR, or monthly recurring revenue. This revenue generation method is a great way to provide your practice with a steady stream of income that you can rely on without worrying about the ebbs and flows of your more erratic treatments or surgical options. 

An added bonus is that MRR is great for recession-proofing your practice — an important consideration when a recession is imminent. Here is a snippet from our article titled “How to Recession Proof Your Practice” that takes a deep dive into how you can protect your practice from economic dips:

Create yearly plans. 

“The most successful practices, regardless of the economic situation, are the ones that have a yearly plan for every single patient. Yes, this is highly dependent on this patient coming back for services and treatments, perhaps even skin care — so we are talking to the nonsurgical aesthetic group for this one.

Some practices will do this at the first consultation, but once the 12-month mark hits, they simply coast into “maintenance” mode. This is a costly mistake. By planning in advance, setting the course, and describing what will be done over 12 months, you get a patient’s buy-in. You get them to set the expectation and discuss what they want to accomplish. 

Every psychological review of human decision making backs up the notion that once heading down a specific course of action, your patient will be less likely to abandon it, even if changing the course is statistically in their best interests.”

Institute subscription plans. 

“99% of the practices we have worked with historically do not offer subscriptions to their patients, and certainly no one did in 2008. But the subscription model is becoming more and more attractive. Every business is chasing that monthly recurring revenue (MRR). Truly, this is a benefit for everyone involved.

For example, say you have a yearly plan in place because you followed the point above, and that patient will get a variety of treatments and services over the next 12 months equaling $8,200. This has already been decided and agreed upon, but now how do they pay? If they are coming four times over the course of a year, a per-visit cost might be only $1,100 or as much as $4,000, depending on the procedures performed at that specific appointment. But what if they just had a monthly subscription amount of $700.00? Their likelihood of completion is much, much higher.

Many clinics already have their Botox clubs and some have concierge services that charge a monthly fee for premium access. Instead, this is a concept saying, “We will accomplish your desired outcome for a fixed amount per month.” Set this expectation now, and this will feel less burdensome to your patients in the future.”

Tap Into Steep Projected Revenue Growth

The aesthetics industry is not going anywhere anytime soon. And the long-term outlook is looking even stronger. In 2021, the global medical aesthetic market size was valued at $61.23 billion, and it is expected to grow as high as $138.64 billion by 2030. 

Doubling the market size in less than roughly eight years’ time is no easy feat, but the desire to improve our appearances is not a demand that is likely to lessen as we move deeper into a digital world, and the technology in the industry is continuing to advance at rapid rates. New versions of devices come out every year, and there is always something new trending on social media to motivate new waves of aesthetic patients. 

And if we are going to see a global rise in the value of the entire industry, you can be sure that medical devices will hold a significant slice of that market. 

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[fs-toc-omit]Chapter Two

Marketing Your Medical Device to New and Existing Patients

Buying a new device is one thing, but knowing how to maximize your profits is something else entirely. Here, we will explore the best ways for you to market your device to both new and existing patients effectively. 

Digital Marketing to New Patients

As a general rule of thumb, there are three main channels you can use to find new patients for your medical device treatments: websites, social media and paid ads.

Website

When it comes to finding new patients, one of the best tools at your disposal is your website. Here, you can invest deeply in what is known as search engine optimization, or a strategy by which you can earn more patients by improving your standing on search pages like Google, Safari, Bing and DuckDuckGo. Every search engine innately via their algorithm. If you create content that answers questions and is useful to users, your site will show up higher on the search engine results page, giving you more organic leads.

Procedures pages and blogs are the bread and butter of most websites. For medical aesthetics specifically, having well developed procedure pages for all of the services you provide will help you catch as many potential patients as possible. It might feel like a heavy investment upfront, but your ability to convert leads is always going to be highest on your website ecosystem.

Also, never forget about the possibility of using a microsite. A microsite is a branded site that has content focused solely on that one product. It is usually a single webpage, but it can also be a small group of pages in some instances as well. While your larger site is a hub for your entire office, the story of your brand and all the services you offer, a microsite is focused on moving people down the funnel on a single treatment. 

Here are some microsite pros:

• Flexibility in the web page design — you aren’t beholden to your main site’s structure and can really zero in on providing info about your desired service.
• Visitors are more focused on the treatment at hand — nothing on the site pulls them away from the funneling effort.
• Clear tracking and analytics — you can see exactly how people on that page behaved without worry about them coming from different parts of your main site.
  

Here are some microsite cons:

• You have to pay for them — hosting, design, SEO, content; all of these components come with a price tag, even if they can help you boost your sign ups. 
• They can confuse your potential patients — if someone expects to be able to visit components of your main site from the microsite, they may leave feeling frustrated if proper exits aren’t in place.
• They are high-risk for SEO dings — Many people rushing a microsite will stuff it with keywords and sales tactics without letting it provide any actual value. This means shallow content that isn’t helpful and potentially a big backhand from the Google algorithm.
  

Social Media

Social media is the king of discovery when it comes to digital marketing. Your ability to quickly access a huge volume of people who are interested in a specific topic is at its peak in your social media channels. Facebook, Instagram, Twitter, YouTube, TikTok, Snapchat, Reddit, Quora — all of these are considered social media platforms. 

Of course, not all social media platforms are created equally, so you’ll need to do some general market research to figure out which of those platforms most cater to your target demographics. For example, Facebook might be your go-to for finding people interested in anti-aging device treatments, but Instagram or TikTok will likely be better for finding patients interested in preventative treatment or addressing complexion concerns.

Your ability to find new patients and build a new community is highly dependent on the quality of your content, however, so make sure if you are going to make the effort on social media that you are giving it the attention it needs to be successful. Hashtags, geotags, imagery, timing — these are just a few of the details that need to be considered when trying to gain new patients with social media. 

Paid Ads

Advertisements allow you to skip the restrictions of organic marketing and put your content directly in front of target audiences who might be interested in signing up with you. The downside is that you have to pay for it. But when managed correctly and optimized appropriately, the return on any investment you make into paid ads should be well worth it. 

One thing to remember is that, even though you are paying for immediate exposure, building an ad program can take time as you learn what kind of content works best for your practice specifically. Paid ads can live on many different places, like social media, search engine results pages and even on other websites (these are called display ads). While display ads are more popular for e-commerce industries, social media and search engine ads are highly popular and effective tools for medical aesthetics practices, particularly for medical device treatments.

Many practitioners are scared away because of the financial investment it takes to run a successful ad program. But not taking advantage of the ability to put your brand right in front of the right eyes is a huge miss when it comes to both business and marketing perspectives.

Digital Marketing to Existing Patients

When it comes to marketing to existing patients, your options are slightly more plentiful. Most of the same channels that worked for new patients will work for repeat patients, and you are presented with new patient engagement marketing channels.

Website

As we explained above, websites offer high conversion rates and total control of the patient experience. If a patient has had one service with your practice and is interested in another, it is very possible that they will return to your website to learn more about their newest interest, as long as you have content in place that will be useful to them. Converting existing patients is easier, so your likelihood of success soars in these cases.

Social Media

A past patient who might be interested in future aesthetic treatment is likely going to follow you on social media — if they had a good experience the first time around. From here, they will be regularly reminded of your practice as you intermittently come up on their social feeds, ensuring that you are top of mind when they are ready for another treatment. Make sure you are effectively showcasing your devices to pique their interest early on in the process.

Email

Email marketing is a great tool once you have found a way to get them to sign up for your email blasts. This can happen many ways — in-office sign ups, website prompts, giveaways, promotions, etc. — but once it does, you will have a reliable method of communication directly to your past patients’ inboxes. Setting up email campaigns that are specific to past patients will help personalize the experience and improve your re-conversion rates. Newsletters, promotions and other exciting news for your past patients will make it worth receiving those emails — just make sure your content is worth the email click. Otherwise, you will be destined for the spam folder. 

In House

In house marketing takes place inside your office. Remember that device treatments are often done in tandem with other types of treatments, meaning you could potentially entice a patient to add an additional service to their treatment plan, which is just as beneficial as adding a new patient entirely. 

The best way to cross sell your patients is to make use of your real estate in the waiting rooms and on the screens that your patients will be looking at as they visit your office. You can work with a partner to create these videos, or you can try your hand at creating your own. Make sure your staff is prepared to answer basic questions about the devices you have in your office so that they can help guide the patient down the sales funnel as well.

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[fs-toc-omit]Chapter Three

Medical Device Marketing Essentials

Understanding where to market is a huge step in the right direction, but digital marketing is nuanced, and you need to understand these fundamentals before you will be able to make the most of your marketing program.

Capturing the Right Voice and Tone

When it comes to creating content about your medical device, you need to make sure you are capturing the right voice and tone in your content. Don’t be sassy if you think your clientele won’t appreciate the attitude, and stay away from being tough or rigid if your demographic does better by being comforted and reassured.

There are a lot of considerations you have to make when finding the right tone and voice, such as:

• Your Brand Identity. You never want to stray too far away from your brand and practice identity. The people who already support your practice are familiar with the voice that you and your practice project. If you veer away from that, you risk sounding insincere and disingenuous. Ideally, your voice and tone would have been decided with an ideal demographic in mind, and then your devices can be selected specifically to service those demographics.
• The Device You Are Marketing. In some cases, the device you are looking to market might be better suited to certain ages, incomes, genders or other demographic categories. It’s important to understand who you are marketing to so that you can produce content designed for them specifically. TikTok has a huge user base, but it tends to lean toward the younger side, whereas Facebook has a more concentrated older demographic. If your goal is to hit an older crowd, stay away from trends and styles associated with younger generations and go for content that performs well on Facebook instead. Dancing trends, for example, are your friend in this scenario. Infographics, however, might be. Simple insights like these can make or break your ROIs. 
• The Content Being Produced. Not all content is created equal, and if you are branching out, you will at some point need to try out different styles and approaches to see what is resonating with your audience. If you are looking to attract more tattoo removal patients, you might need to try something a little more traditionally masculine (if that is the target you are trying to reach) or maybe you even want to target women who regret small tattoos and have looked into tattoo removal before, in which case comfort and helpfulness with likely prevail. You might even find that this is the opposite case — maybe your most successful demographic in terms of conversions are women who prefer more “masculine” messaging. Regardless, be intentional about your efforts.

Marketing the Condition or Service, Not the Device

Here is some advice that might seem pretty obvious: you want to market yourself and your practice, not the device. Many practitioners make the mistake of using the device as the focal point of their marketing — but this doesn’t do anything to separate you from the hundreds of other providers who have the same device, or one that is very similar. 

Not to mention, people don’t care about what frequency a laser is emitting. They care about what you can do to help improve their appearance. So if you are spending your precious ad or content space on the technical specifications of a device, you are throwing away a good portion of your potential conversions. Make the content personal to the potential patients and full of information that engages with their pain points. 

Targeting the Right Demographic

We will keep this one brief: do your market research. Who is actually purchasing your treatments? What are your most popular treatments? How big is the market in your location? Where do those people consume content? What content do they engage with? What other practices are out there? What are they doing right? What are they doing wrong? What can you emulate and improve on?

But here is the golden question for devices: Does this serve my community and target audience?

Understanding who your demographic is will help you focus your marketing efforts in the future. Don’t be afraid to create what is known as patient personas, or small summaries of the kinds of patients that fill your office. Talk about them like they are real people, and it will become easier to create for them. 

Aligning Your Business and Marketing Plan

Business and marketing plans go hand in hand. Your marketing plan is there to support your business plan, but you need to make sure the medical devices you are considering will align with the marketing plan that is put in place. 

For example, if your business goal is to simply increase revenue in a certain quarter, you might want to consider investing or improving on your marketing efforts for devices you already own. But you can also consider purchasing a new device that allows your office to treat new conditions, creating a whole other stream of revenue that didn’t previously exist. 

Here are some more examples of business plans: 

• I want to increase the average spend per patient. 
• I want to increase the number of patients I see per month.
• I want to generate X amount of additional revenue this year.

Here are examples of marketing plans that include the use of a medical device to match the business plans above.

• I want to promote a new device to cross-sell existing patients. 
• I want to bring on a new device to attract a new demographic of patients.
• I want to provide a new service through a medical aesthetic device.

In case you were thinking that every device is always a no-brainer decision, consider this: our survey found that 37.5% of providers regret investing in at least one device they own. 

Measuring and Unlocking Staff Bandwidth

By bringing in medical devices into your office, you are unlocking the possibility for every member of your staff to be a revenue generator. With the proper training, many of them could become device operators. Why is that important? For a few reasons.

Here it what our friends over at Vitahl Medical Aesthetics summed it up pretty perfectly:

“Without hands-on training, we would not be able to delegate our staff to perform the treatment. We also let most of the staff get the treatment so we have people that are excited to speak to the device and what it does. Many times, we will even schedule a follow-up training to do another model or two. Our clinical staff feels more confident performing the treatment if they have two opportunities to learn.”

So, to recap, here are the two primary benefits:

1. Staff feels more confident about recommending and pitching the devices they understand
2. Staff members can become revenue generators by receiving training on operation

With that in mind, always consider who in your practice can operate a device before you purchase it. Sometimes the best investment is one you can be hands off on and still generate revenue from. 

Maximizing Device Versatility

Device versatility is paramount. After all, medical devices are expensive investments, so you want to make sure you are being smart about your purchases. As a general practice, we recommend asking yourself the following two questions:

1. Is there a better device to diversify my treatment pool? Self-cannibalization is one of the biggest mistakes we see practices make. Whether it was a lack of research or getting caught up by a sales pitch with high revenue projections, many practitioners seem to disregard the fact that a new purchase doesn’t automatically mean new treatments or patients. You have to make sure you are offering new value to generate new revenue.
2. Will this device impact or replace my current offerings? Sometimes, an upgrade is necessary. Especially in aesthetics, being on the cutting edge is never a bad thing. But be weary about what treatments you will be replacing, i.e., will you replace your laser facial rejuvenation with an ultrasound one? What are the effects of a switch like that? Be thoughtful about your additions and consider all levels of your business.

Determining Appropriate Web Investment

Microsite vs. Landing Page vs. Web Page

Not all devices require the same degree of investment. In fact, determining the amount of investment you need to make into the development of your new device treatment’s web presence is one of the more important strategic plans you need to have. 

There are essentially three different types of web assets you can create: a web page, landing page and microsite. A web page is the standard — regardless of your level of investment, you should always have a web page that is strictly informational to gather as much organic traffic as possible. These are often thoroughly developed, reaching ideally 1,000+ words at minimum. 

After that, though, you will need to figure out if you need a landing page or a microsite. The two essentially serve the same purpose: give your potential patient somewhere to go from your ad where you can more easily educate and convert them into a sale. 

The difference, however, lies in the depth of content and development that they require. A landing page is just that: a single page that moves a patient as efficiently as possible down the marketing funnel. They are quicker and cheaper to develop, but they do not provide as much content or leverage for convincing someone to have a treatment performed. 

A microsite, though, is much larger in size, potentially up to five web pages, all focusing on that one treatment. This structure allows for a lot of information to be presented in an appealing way to a potential patient while also giving you the most flexibility in terms of conversion strategy. But you need to know that deciding between the two is always a unique decision.

“When it comes to determining whether you need a microsite or landing page, remember that it’s not about what’s better, it’s about what’s needed to be successful in your unique marketing campaign.”

- Mona, Incredible Innovation Officer and resident device marketing expert

A Mommy Makeover procedure that requires a tens of thousands of dollar investment will take more convincing than someone just looking to have their skin resurfaced. Also consider how much you stand to gain from each conversion to help avoid falling into overkill territory — there is no reason to throw more investment into your web presence than what is needed to convert. 
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[fs-toc-omit]Chapter Four

A Guide to Medical Device Marketing Timelines

Sometimes, you just need someone to give you the answers without having to work too hard for it. So here they are, the answers for when and how you should be preparing for your new device launch. We cover the big four methods here: marketing on your website, social media marketing, paid advertising, and email marketing.

6 Months Pre-Launch

Preliminary Research

• Begin seriously researching the device you are considering — pricing, treatment cost, popularity, demand, etc.
• Ask colleagues how the device has been performing for them and see what their marketing strategy has been
• Examine any and all web pages and social media channels you can that feature the device to get a good idea of what performs well and what doesn’t
• Find people who are already marketing the device on social media at practices similar in size and reach to yours
• Figure out what resources the manufacturer can provide if you proceed with the purchase
• Make sure the device manufacturer offers in-office training to you and your staff
• Consider your demographics, business goals, and other factors to figure out if this device is a good fit that can generate revenue for your practice

3 Months Pre-Launch

Microsite/Landing/Web Page

• Begin web page, landing page or microsite development and rollout to begin ranking on search pages
• Begin SEO research and competitive analysis
• Begin supplemental content development and  rollout, e.g., blogs, articles, patient journeys, webinars, infographics, etc.
• Start analyzing web page, landing page or microsite performance
• Get visitors to sign up for email marketings — popups, opt ins, sign up sheets, free materials, discounts, etc. 

Social Media

• Begin developing and rolling out content plan
• Focus on generating interest and getting people interested or signed up for the device and treatments
• Focus on what the device and your practice can do for the patient, not the technical details about the device
• Push social media viewers to website to have them sign up for emails
• Start analyzing posts and engagement to optimize planned and future social content
• Develop custom campaign hashtags and a way to get the community involved with the campaign
• Begin scouting potential influencer partners
• Begin developing contracts with selected influencers

Paid Ads

• Determine what platforms are best suited for your advertisements
• Decide on a budget for the advertising campaigns
• Begin developing creative copy and assets for advertisements
• Begin running social media advertisements with the goal of attracting new followers and audiences in your target demographic 
• Finish preparations for Google and other display ads

Email/SMS

• Determine email/SMS campaign parameters, like number of emails, frequency, campaign length, etc.
• Begin developing creative copy and assets for email/SMS marketing campaign
• Begin developing effective email/SMS lists for patients most interested in device treatments
• Finalize email/SMS lists and keep them updated as social media and web site efforts begin
• Begin drip marketing campaign after email/SMS sign ups discussing treatments for what your new device will cover

1 Month Pre-Launch

Microsite/Landing/Web Page

• Continue content rollout, making adaptations based on performance metrics of previous content
• Continue with email sign up efforts, add “available for booking now” note on all assets
• Start building greater urgency with visitors by offering consultations for the new treatments

Social Media

• Start including greater urgency in captions and posts whenever possible and start soliciting sign ups for the new treatments
• Increase your efforts in getting social media audience onto your website to boost conversions
• Begin potential “countdown” social media post series
• Finalize “launch day” posts
• Initiate influencer marketing efforts, starting one week before official launch
• Consider hiring photographer for official launch day

Paid Ads

• Ramp up social media reach and engagement ads
• Begin SERP ads and other social ads targeting direct sign ups for the new treatment

Email/SMS

• Begin email/SMS campaign two to four weeks in advance, working down the first three steps of the marketing funnel (awareness > consideration > conversion)
• Continue to keep email/SMS list updated and growing
• Begin analyzing email/SMS performance and adjusting based on successes and failures
• Start providing teasers that highlight the treatment’s benefits

In-Office

• Be adamant about having a training session for you and your staff as quickly as possible, if possible to have it done before purchase
• Start preparing in-office marketing materials like fliers and videos on your screens to promote the treatment to people who are already coming into your waiting room
• Start preparing for a launch-day party, offering free consultations or something similar (avoid heavy discounting early on, focus on package sales or tandem treatments)

Launch Day

Microsite/Landing/Web Page

• Continue converting visitors into email list members
• Increase urgency by highlighting “available for booking now” notes

Social Media

• Full launch — post and stories documenting the first treatments from patients, influencers, etc.
• Identify patients who would be willing to document their progress for B&A photos or social media highlights
• Deliver on campaign promises like giveaways, document the winner’s experience and share to all channels
• Focus on offers that offer package or subscription discounts instead of straight percentage offers 
• Always tie flat percentage discounts to referrals or other rewards programs

Paid Ads

• Promote as much social media post from the launch day as possible to generate as much buzz as you can
• Full launch on advertising budgets in both social media and SERP platforms
• Target sign ups hard and supplement ads with consistent content about treatments with the new device

Email/SMS

• Initiate “launch day” email/SMS to entire email list
• Include content from social media efforts, influencer marketing and other areas that can pique interest and generate curiosity 
• Include powerful CTAs to continue email/SMS conversion efforts
• Continue drip marketing efforts

In-Office

• Push aggressively to ensure training is finished as soon as possible
• Execute in-office marketing efforts like fliers and videos to promote cross-sales
• Execute and document launch-day party, gathering as much content as possible to build excitement and anticipation about the device

1 Month Post-Launch

Microsite/Landing/Web Page

• Add content from social media and launch day wherever applicable
• Maintain urgency and compelling CTAs
• Continue developing long-form narratives like Patient Journeys and video content
  

Social Media

• Continue to document patients who come in for treatment with the new device
• Take regular photos of patients as their results begin to develop from treatments
• Capitalize on all influencer partnerships and content, promote it when possible and always cross-post from their page to yours
• Consider launching new referrals, packages, or subscriptions to generate new interest or push people over the fence
  

Paid Ads

• Continue to push advertisements at 100% and focusing both on generating new audiences in the target demographic and converting patients into signing up for the treatments
• Use imagery from launch day to supplement your ads and build enticing creative assets
  

Email/SMS

• Continue drop marketing efforts
• Continue moving patients down the marketing funnel with sectioned off email lists and groups
• Create special email blasts that highlight influencer journeys and partnerships
• Continue sharing social media wins and recycling successful content into the email marketing campaigns

In-Office

• Continue to use in-office marketing tools to build interest around your new device’s treatment

3 Months Post-Launch‍

Microsite/Landing/Web Page

• Update content with new SEO strategies after analyzing current performance
• Conduct competitive analysis to determine gaps in keywords and topics
• Build new narrative and educational content, or in-depth guides
• Add to or adjust existing content as needed for better conversion performance
• Update content with B&A images as they become available

Social Media

• Continue keeping new treatments from device in social media post rotation
• Continue documenting and publishing B&A photos as they become available, consider creating highlights or albums labeled as “B&A”
• Continue strategic referrals, subscriptions, and package discounts and promotionals to generate new interest regularly, consider packages or subscriptions
• Continue seeking out larger influencers to partner with to drive new audiences and build reputation

Advertisements

• Continue to push advertisements with as large of a budget as possible, focusing still on  generating new audiences in the target demographic and converting patients into signing up for the treatments
• Use B&A imagery to bolster ad creative and improve conversions

Email/SMS

• Wind down emails regarding new treatments, focus on drip marketing for different stages of the funnel
• Share big influencer partnerships or other wins on newsletters

In-Office

• Continue to use in-office marketing tools to build interest around your new device’s treatment
  

In Perpetuity

Microsite/Landing/Web Page

• Always keep content updated and fresh and optimized from an SEO perspective to capture as much organic business as possible for your device treatments
• Continue to always conduct competitive analysis and build your keywords and backlinks for your device treatments
• Always add B&A whenever possible

Social Media

• Always keep device treatments in your regular content rotation
• Continue developing influencer partnerships and highlight sections
• Always stay invested in new promotions to build excitement

Paid Ads

• Always devote some marketing budget to your device treatments unless your organic marketing is filling its capacity

Email/SMS

• Wind down email campaign efforts except for those that follow up on drip marketing, new sign ups, or potential or current patients showing a direct interest in that device treatment
• Continue to share wins from social media on newsletter email
• Continue to promote social media influencer partnerships on email, unless past emails about influencers have not performed well with your audience

In-Office

• Continue to use in-office marketing tools to build interest around your new device’s treatment

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Conclusion

Medical devices are, well, an incredible resource to generate revenue and bring in new business to your practice. It might feel like a lot to take in, whether you are still considering a purchase or if you already made one, but if you follow the steps and concepts outlined in this guide we know you will be successful. And we are excited to see you find that success.

But, if you ever feel like you need some help, give us a call. We are always here to help.