Something interesting that some medical device companies are doing is marketing directly to the patient. While most sales and marketing efforts are done towards clinicians, surgeons, and hospitals, speaking directly to the patient is a different matter entirely. Patients are being directly educated on what's new in medical technology. This is a really effective strategy because it can implicitly force clinicians to become aware of and even adopt this new technology in practice. Since patients are being educated on this new product, they'll believe that they can be better treated if that product is used. They'll more than likely start searching for doctors who use this technology and go to them, forcing other clinicians to use it as well, driving up sales.

I think that the marketing thinks a lot about where customers are going to be spending their free time and target their advertisements there. It also depends on the product. Medical devices companies are not going to put advertisements about new technologies in orthopedic implants in Instagram or Snapchat for example. This is because people who use those specific social media sites are not within the typical age range of getting orthopedic surgery. People who do fit that criteria are more likely to watch TV and, more recently, socialize on Facebook. That is where marketing teams are going to target. Crowds who would not be affected by the product are not worth the time, energy, and money it would take to advertise to them. Marketing teams need to know their audience and make a campaign that targets them directly.

In a business perspective, I believe that a company should consider run their advertisements based on the general demographic of a specific channel. For example, advertisements for toys or games could be run on channels that typically have more younger audience viewing such as Nickelodeon and Cartoon Network. Given this example, it makes sense that the advertisements run in this manner would be more effective in gaining reputation and recognition in their targeted audience. However, the issue might also bring up questions like why would a medical device company or such run ads to a general consumer rather than pitching to the medical distributor of that region. Most of the time, medical devices and drugs are not obtained from warehouse to consumer but rather from an authorized source (doctor, hospital, clinic, etc.), so even if ads targeting a specific base was successful, they would not have control of if they receive that treatment or specific product (which is based off the medical professional's decision/recommendation).

In the world of marketing medical devices, it's like navigating a constantly shifting terrain. Lately, there's been this interesting move to directly educate patients about cutting-edge technologies. It's empowering; patients are becoming involved about their healthcare options. But here's the thing, how do we make sure that while we're empowering patients, we're not sidelining the crucial role of healthcare professionals in making informed decisions?

Then there's this insightful talk about tailoring ads to specific demographics. With the way social media and tech are booming, are we accurately predicting where our audience will be next? Trends and even cultural shifts are always occurring. 

And let’s not forget the age-old debate: Should we be wooing the general consumer or cozying up to the medical distributors? Wooing the general consumer can be effective for creating awareness, fostering a patient-centric approach, and building brand recognition. On the other hand, cozying up to medical distributors is crucial for navigating regulatory landscapes, leveraging professional endorsements, and managing complex sales processes. 

It's not just about ads; it's about understanding the pulse of patient empowerment, the shifting sands of media consumption, and the delicate dance between creating awareness and respecting the expertise of healthcare professionals. 

It's a question where the answer really has to balance on. 

I believe that medical device development industries use targeted digital marketing strategies of advertising on select channels to reach a target demographic/audience. By doing so, companies can tailor to the needs of the specific demographic and promote their products to them. Additionally, advertising to specific channels saves companies much money as it is cost-effective. By only spending their time, money, and resources on specific channels, companies are able to reach their target audience at a fraction of the cost. Moreover, consumers nowadays expect personalized content that is relevant to them. Through this specific digital marketing, companies are able to provide relevant advertisements to specific consumers. Lastly, the medical device industry is highly competitive and by having targeted digital marketing, companies are able to differentiate themselves from some of the other companies in the industry and establish their products to a specific audience. 

I believe the method of marketing and advertising depends on the medical device being marketed. Some devices/drugs have a much broader demographic, so selective marketing may not be needed in order to reach the target consumers. For instance, diabetes affects a very broad demographic, from young children to the elderly. Thus, selective marketing is probably not needed for the device to reach its target audience. However, devices that focus on diseases that affect more specific demographics definitely use targeted advertisements. For instance, if a company produces medical walkers, it would most likely target an older demographic because a much higher proportion of individuals use walkers at an older age. However, at what point do you believe the costs of targeted advertising outweigh the benefits? Do you think you can reach most demographics with just normal marketing strategies?

From my perspective, while I don't have a background in journalism or creating media content, I've observed the trends in marketing and advertising across various channels. It's evident that companies, especially in the biotechnology and medical device sectors, strategically place their digital marketing and advertising efforts on select channels to target specific demographics. For instance, channels like Disney, Nick, and Freeform cater to younger audiences, and it would be less effective for companies to advertise medical devices for conditions like diabetes or high cholesterol there. On the other hand, channels like TVLand, which cater to an older demographic, are more apt for such advertisements. However, I do believe it's nearly impossible for companies to exclusively target their ads to one specific group of people, given the diverse viewership of many channels. While channels might have a primary target demographic, they still attract a wide range of viewers. This is especially true for news channels, which are watched by all age groups. Ads on such platforms should be more generalized to cater to a broader audience. Addressing the point on racial targeting, channels like BET, which primarily cater to a Black audience, do present an opportunity for companies to tailor their ads. However, it's essential for these companies to approach this with sensitivity and authenticity, ensuring that the content is both relevant and respectful. It's not just about targeting a demographic but understanding their unique needs and cultural nuances. In conclusion, while targeted advertising can be effective, companies must strike a balance to ensure they are reaching the right audience without being overly narrow or potentially alienating.

I believe that biotechnology can definitely tailor their digital marketing and advertising strategies to target specific groups. Different generations and age groups consume media in different ways, so companies place ads on platforms or channels that their intended audience is most likely to engage with. For instance, medical devices or products directed more towards an elderly population would be advertised on cable TV or through radio networks, whereas newer digital health technologies might be promoted through social media, podcasts, or YouTube to reach younger people. This targeted approach helps companies use their marketing budgets more efficiently and ensures their message reaches the right audience. The major benefit of this approach is that not only does it reach the targeted demographic, but it also declutters the media space from advertisements that many people do not resonate with. 

The two fields of marketing and advertising operate in tandem yet they perform distinct functions because marketing handles strategic planning and advertising executes the plans. The two fields of biotechnology and medical devices require exact audience targeting to achieve successful results and maintain ethical compliance.
I do believe companies in these sectors place digital marketing and advertising on specific channels that align with their target demographics. Medical device companies choose to advertise on TVLand and news channels which target older viewers because these networks reach the demographic most affected by diabetes and heart disease. Biotech companies use LinkedIn and medical forums to connect with healthcare providers and caregivers through their online presence.
The targeted approach helps businesses manage their marketing budget by sending their message to people who need their products. The main problem occurs when writers must adhere to strict guidelines while creating content that needs to persuade readers and build audience connections.
The correct integration of marketing and advertising enables biotech and medical device companies to demonstrate their value to particular groups of people which results in trust establishment after they become aware of the company.

I absolutely believe that the marketing/advertising is targeted towards specific demographics, especially on platforms or TV programs. TV is one of the main ways that advertising is done, basically the most common one at least up until the 2010s. The demographics that watch certain shows is data gathered from TV outlets/channels and companies that develop these shows. Given this data, they advertise based on certain demographics. Older shows that older people watch tend to have more medical devices or medicine related advertisements, not by coincidence, but because it is a marketing technique to get people to buy those products. Older people are more prone to diabetes, so companies that make devices/drugs for diabetes would tend to advertise in shows that older people watch. It is almost a basic aspect of marketing, targeting specific demographics.

For example, unrelated to medical devices, a channel like Nickelodeon will target specifically younger children/teens. They will market their advertisements in a way that they focus on products that kids like to buy (skateboards, bicycles, fidget spinners, legos and other toys).

The medical companies strategically place ads in places where their target demographic is largely present, and this is what every company does. It promotes the most exposure and potential for a customer to buy their product or even just ask about it. Even getting exposure, not even getting someone to buy the product helps the brand/company out significantly. For example, when something comes up about heart disease, someone will think "Oh, I remember that ad I saw on heart diseases..." and the company will come up. Just advertising towards a specific demographic is how these medical companies get so much exposure and sell so many products.

I fully agree that biotech and medical device companies are extremely strategic, using a targeted approach to advertising based on demographics and necessity. This is driven by two main factors: efficiency and target audience. Since ad space is costly and regulated, companies ensure that product ads for common, age-related conditions (like diabetes) appear on channels with high older viewership (TVLand), while technical products sold to professionals are advertised on specialized digital platforms like LinkedIn or medical journals. This precision ensures the marketing budget reaches the most likely patient or the actual purchasing decision-maker, maximizing impact and necessity.