The Ultimate Guide to Selling Medical Devices and Medical Technology to Doctors in Five Steps
Three Part Series on Big Data, Big Business in MedTech: Part 1
In the competitive medical device and med tech industry, it’s essential to stay ahead of the game when it comes to sales. Knowing your customers – in this case doctors – and the populations they serve is key to successful territory alignment, marketing and selling medical devices or med tech products. To help you achieve success, we’ve broken down the essentials in this three-part blog series: The Ultimate Guide to Selling Medical Devices and Med Tech to Doctors in Five Steps. Whether you’re a sales rep for a medical device or med tech company, we’ll show you how patient journey mapping and customer journey mapping can help you identify new opportunities for product sales. Let’s dig deeper to learn more.
# Step 1: Understanding Your Target Audience
The first step to selling medical devices and med tech products is to understand who your target audience is. You’ll need to identify which doctors you should be targeting with your marketing efforts. This could include physicians from specific specialties, primary care doctors, or those in a certain geographic area. You can use patient journey mapping and customer journey mapping tools to gain further insight into the needs of doctors and the populations they serve. By understanding which types of patients these doctors typically treat, you can create targeted campaigns that address their specific needs.
# Step 2: Aligning Territory & Needs Analysis
Once you know who you’re targeting, it’s time to create a comprehensive strategy for aligning territories with the relevant accounts, doctor needs, and their preferences. Data-driven territory alignment helps ensure that each sales rep is covering areas where there are clear opportunities for product sales. Consider using patient and customer journey mapping tools to determine which services are relevant to patient needs in each territory, then tailor your sales strategy accordingly.
# Step 3: Creating Engaging Marketing Content
To effectively reach doctors with your message, it’s essential that your marketing content be engaging and informative. Think about creating content such as whitepapers or webinars that touch on current topics relevant to the medical device or med tech industry. Additionally, providing helpful resources such as free trials or discounts on products can help encourage physicians to make purchases from your company. Be sure to use high-quality visuals whenever possible—this will help capture attention quickly and drive conversions more easily than text-only materials could do on their own.
# Step 4: Building a Sales Plan to Reach Doctors
After developing an effective strategy for marketing to doctors, the next step is building a plan for reaching them directly with sales pitches tailored specifically for them. Offering these insights to doctors adds great value to conversations. It’s also important to take research gathered during steps 1 through 3 into account when crafting an effective sales pitch—for example, if physicians in a given territory have expressed interest in specific treatments they’d like their patients’ insurance coverage plans include access too, mentioning those treatments when discussing products would benefit your sale even more than simply listing off features without context.
# Step 5: Implementing Measurement Tools to Track Results
Finally, it’s important to track results from any physician engagement initiatives you undertake so you can adjust strategies if necessary and ensure campaigns are driving desired outcomes over time. Using measurement tools like customer relationship management (CRM) software or data analytics solutions will give you detailed insights into how well each campaign is performing across all channels—including website visits, email opens/clicks, and social media interactions—allowing you to better optimize messaging going forward based on past performance metrics.
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Find part two of the “Three Part Series on Big Data, Big Business in MedTech” here: Five Steps to Patient Journey Mapping for Medical Device and Medical Technology Sales.
You can also watch this short video to learn more about strategy for medical device and medtech sales teams: