At Palmer we have several years of experience working with companies in the medical equipment industry. 
In our experience when health care providers begin searching for replacement or next generation medical equipment, they generally begin by researching on the Internet.
This is why a robust marketing strategy, namely composed of inbound marketing tactics, would be highly beneficial to the medical equipment industry.
Developing a comprehensive inbound marketing strategy that 1. Elevates a company in the search rankings 2. Is highly visible as paid ads or 3. Is a recurring name on forums or articles, will produce increased sales.
The most important components of an inbound marketing focused plan for medical equipment vendors are:
- SEO--Almost 83 percent of B2B shoppers perform research online before they purchase, so it is vital to have a broad and diverse presence on the Internet. Having a high ranking on search engine results pages, requires a superior inbound marketing strategy that heavily focuses on search engine optimization techniques. The SEO strategy should encompass a vast number of elements including, but not limited to: HTML titles, meta tags, use of video, keywords and social media.
- Reputation enhancement—B2B purchasing agents prioritize reputable medical equipment vendors and one of the keys to enhancing reputation is encouraging physicians and clinic managers to speak about your products to others. Of course, this begins with outstanding medical equipment, but can be facilitated by regular mailings and emails, invitations to press events, discounts, and prompt and effective customer service.
- Positive research—The primary users of medical equipment are nurses and technicians, but medical equipment impacts hundreds or thousands of patients. Most purchasing agents are very concerned with effectiveness, cost reduction and reliability. In addition to producing in-house studies, it is also extremely important to conduct third party studies that can confirm these attributes. Within a successful inbound marketing strategy, these internal and external studies should be available through your website as well as other reputable online portals.
- Nonprofit collaborations—While product specifications may provide a sound foundation for making a sale, incorporating a human element is also critical for B2B medical equipment vending. Donating equipment to important nonprofit groups can generate enormous publicity and inspire others in the medical community to help spread word of mouth. Be sure to write an engaging press release about any partnerships with several links back to your company page and post them to important news sites.
- Blogging—Regularly posting compelling content elevates your website on the major search engines and provides a reason for technicians to visit periodically. While a blog may have broad appeal and can analyze the latest developments in the industry, it is also important to periodically emphasize the unique selling proposition your company offers.
Inbound marketing techniques for medical equipment vendors are the most effective ways to generate leads and drive customers through the sales funnel.
These are only a few inbound marketing methods that could bolster your company’s visibility and cultivate long-standing relationships that can prove vital to your continuing success.
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