One of our newest clients is a pioneering medical equipment startup about to compete with long-time industry players.
Before we came in, they invested in messaging that conveyed a disruptive innovation, dramatically different from anything their customers had seen.
This may not be the best tactic for your startup. Read on to discover why and how to take a different approach to marketing new medical devices.
Addressing an Ultra-Conservative Market
The medical equipment landscape demands a prudent approach. If you were to examine competitors’ messaging and branding closely, you would notice a consistent theme of conservatism.
This sentiment also holds for most target audiences in the medical sector, namely HMOs, hospitals, government agencies, and buying personas within those organizations.
Why? Because when patient health is at stake, flashy packaging and messaging don’t cut it. In fact, they work against you.
Your customers first want assurance that a new product is certified by relevant regulatory bodies such as CE and FDA. Second, it has been proven to work, and third, it passed rigorous testing.
Minimizing the Perceived Risk of Your Product
Yet even with stellar messaging, your customers would still perceive a risk because you’re new in the game. Even if you weren’t,’ they would still perceive you as a risk simply for being a different product.
The key lies in minimizing this apprehension. Align with what they know and trust (i.e., major brands like Siemens and GE). Remember: familiarity breeds confidence.
Do Your Homework
In general, for anyone in ANY industry, we’d say that the smart thing to do before crafting even one marketing message would be to gain a deep understanding of your potential customers.
Research and create a brand framework that delves into their personas, challenges, and their criteria for evaluating new offerings. Familiarize yourself with industry terminology, and look at your competitors’ messaging and marketing channels.
Armed with this knowledge, you can then craft your unique selling proposition, positioning, and messaging.
Strike the Right Balance
Of course, you’re allowed to convey that you offer a new, improved solution, but this must be done within the confines of the highly conservative market you’re navigating, especially if it’s as traditional as the medical field.
How can you accomplish this delicate balance? Well, that’s a topic that warrants its own blog post. For more insights, don’t hesitate to reach out. We’re here to guide you on this journey.