The pandemic saw businesses across the country closing as people opted to stay home to avoid getting infected by the virus. Companies also asked their employees to work from home for the same reason. Some opted to start businesses after seeing opportunities amid the health crisis.
Even as many entered the food delivery industry, others opted to sell medical devices as the demand for personal protective equipment (PPE) rose. The surge in the demand for PPEs resulted in shortages in different parts of the country.
Despite the huge demand, new businesses had to deal with brand recall as they competed against well-established brands that have copped a significant market share. With this, new businesses had to work on improving their brand recall to generate revenue. Here are some ways these businesses can increase their brand recall in the medical device market.
Focus on the Situation of the Customers
The situation has improved since the pandemic started over a year ago. Despite this, the need for medical devices remains high with the emergence of new variants of the virus. So businesses should adapt their strategies and focus on the situation of their customers.
For instance, businesses should focus on areas where a surge in the number of cases was observed. These areas will require a good supply of PPEs, especially in hospitals and medical facilities. Aside from PPEs, businesses can also offer other medical devices in the market. They should include devices that improve the quality of life in their product lineup.
Businesses should meet the needs of their customers. They can market electro-medical devices, surgical instruments, and dental equipment.
Invest in Social Media Marketing
Around 72 percent of adults in the United States use social media. These users range from ordinary rank-and-file employees to upper management of medical facilities in the country. Businesses should take advantage of this by connecting with potential customers through social media. They can develop a social media marketing strategy that allows them to target these individuals.
Social media ads are more affordable compared to traditional media advertising. This allows businesses to allot a part of their marketing budget on social media marketing. Social media platforms also have granular audience targeting features that allow companies to reach specific markets. They can reach audiences based on their profession, location, and gender, among others.
Investing in social media marketing is a good way for businesses to increase their reach in the market and improve brand recall at an affordable price.
Promote the Brand as a Long-term Solution
When businesses promote their medical device lineup, they should promote their brands as long-term solutions to the issues companies are dealing with. They should focus on convincing their market that their products are reliable and can help them in their professions.
At this point, the business can consider working with healthcare PR companies. These companies have the knowledge and experience to build up the brand and promote it in the market. They can also provide several strategies to reach the marketing goals of the brand.
They can pitch their brand as a one-stop solution for their customers by highlighting their products in the market. With this, they can cover all the needs of their customers who will not find it necessary to look anywhere else for their medical device needs.
Offer Deals and Promotions
To encourage potential customers to buy their products, businesses should offer deals and promotions. These promotions can focus on offering discounts for bulk purchases. Companies can also offer exclusive deals for customers who source their needs for medical devices from them. This allows them to have a captured market, which is challenging to attain in a competitive industry.
Businesses can also invite customers to sign up to receive notifications on upcoming deals and promotions. Their customers can leave their email addresses so the business can send newsletters and promotional materials to them. Aside from informing their customers of upcoming deals, companies can also build an email list that they can use to market their products and increase brand recall.
Offering deals and promotions promote loyalty among the customers of the business, especially if they give exclusive offers to them. They also give customers incentives in buying medical products from them. Companies can also start loyalty programs for customers who source their medical device needs from them. These programs will help businesses increase the popularity of their brand. It will also encourage customers to refer their friends to the company for their medical device needs.
Even as medical device businesses have thrived during the health crisis, they still have to deal with competition in the market. So companies have to work on increasing brand recall and build a loyal customer base.
