One approach currently used by medical device companies is to showcase their products during medical device conferences/ summits/ expos that are attended by physicians, other technology companies, patients, etc. Although with empowering customers being online and performing health-related research, there is a shift of practices. While physician direct sales/ referrals are of course still a vital component of any comprehensive medical device marketing strategy as mentioned during the lecture, digital direct-to-patient (DTP) campaigns are becoming the new best practices. More than ever people are online surfing the web and conducting health-related searches online. Recent data shows Google alone now process over 28 billion medical inquiries per year and confirms 43% of consumers now say the internet is their first point of reference for health-related info, whereas only 14% regularly seek out the advice of their physician. Patients are only going to become more empowered in the future, meaning medical device marketing can no longer exist simply as a means to raise awareness and increase brand visibility; it must provide educational resources and actionable advice. In terms of DTP, many are already recognizing the value of co-marketed microsite approach, which caters to consumers preferences both through more local-minded, personalized engagement from brands, and by offering people the opportunity to conduct research and make their own decisions. Co-marketed microsites target a specific geographic area, highlighting the physicians and medical practices that prescribe or utilize the device for treatments or procedure; noting that the technology is introduced secondarily.
https://www.mdconnectinc.com/medical-marketing-insights/medical-device-marketing-strategies-2017