Geary LSF Vice President of Paid Media, Liz Serafin, presented at the 2014 MEDevice medical device conference in San Diego on the topic of digital marketing in the healthcare industry. See her tips for successful digital advertising.

3. Introduction

6. Today’s Digital Landscape

10. DIGITAL
MEDIA
The Web is Evolving the Purchase Cycle
Business to Business (Medical Device)
• More than 50% of the purchase cycle is completed before
contacting a sales rep
• More than 90% of hospital administrators rely on search to
identify products and vendors, and research features
• 82% cite ratings and reviews as a source used
Business to Consumer (Medical Equipment)
• 86% of consumers researched medical equipment purchase
• Average research phase is 30 days
• 56% cited internet as primary source for information
• Medical equipment websites are the top source. Search
engines are 2nd
Source:
Google
Article:
“Information
is
Power:
How
Hospital
Administrators
Research
Online”
-­‐
October
2013

11. Role of Digital Media in Medical Device Purchases
• The web is evolving the
purchase cycle
• Research starts online
• More than ½ of the purchase
cycle is completed before
contacting a sales rep
Source:
Google
Article:
“Information
is
Power:
How
Hospital
Administrators
Research
Online”
-­‐
October
2013
DIGITAL
MEDIA

12. Medical Device Decision Makers Move Across Screens
Source:
Google
Article:
“Information
is
Power:
How
Hospital
Administrators
Research
Online”
-­‐
October
2013
• 50% of hospital
administrators use mobile in
the purchase process
• Product Reviews
• Testimonials
• Requesting product info
• Google predicts that medical
device related searches on
mobile will overtake desktop
this year
DIGITAL
MEDIA

13. Video: Show and Tell
Source:
Google
Article:
“Information
is
Power:
How
Hospital
Administrators
Research
Online”
-­‐
October
2013
• Key for product
demonstrations,
comparisons, and viewing
online procedures
• Video drives action
• 79% of video viewers go
on to contact a
manufacturer directly
• 63% discuss info with
others
DIGITAL
MEDIA

14. Different Online Sources Favored Among Consumers
Based on Stage of Purchase Process
DIGITAL
MEDIA

15. Digital Marketing Opportunities

16. Awareness
Consideration
Conversion
Loyalty
Advocacy
• Display
Advertising
• Social
Advertising
• Content
Marketing/Advertising
• Video
• Search
• Social
• Email
• Display
• Video
• Remarketing
• Paid
Search
• Remarketing
• Email
• Remarketing
• Email
• Social
• Social
DIGITAL
MEDIA
Typical Roles of Digital Media Types

17. Categories
Paid Search • Tier 3 Engines
• Google and Bing sponsored listings
Video • Site Specific (e.g. YouTube)
• Video Networks (e.g. BrightRoll)
• Facebook Page Post Ads
• Twitter Sponsored Tweets
• LinkedIn Ads Social
• In App Advertising
• Mobile Display
• Mobile Directories Mobile
Remarketing • Site Re-Targeting
• Search Re-Targeting
• Ad Networks and Exchanges
• Direct Site Buys
• DSP’s/Programmatic Display
DIGITAL
MEDIA

18. 1. Ensure your site is mobile responsive
2. Acquire video assets and market them
3. Develop a social strategy; Embrace the conversation
4. Search should be the foundation of digital advertising
5. Keep messaging educational
6. Solicit ratings, reviews, testimonials from your customers
7. Define additional conversion events; It’s not just about the
form-fill
8. Test a variety of channels, find what works for you and
develop longer term strategies
9. Track everything
10. Don’t forget post-purchase; Training and advocacy
MEDICAL
DEVICE
Marketing In the
Digital World
10 Tips for Multi Channel Marketing

19. A Case Study

21. THANK YOU!
Liz Serafin
Vice President, Digital Media
Geary LSF Group
Liz.serafin@gearylsf.com
847 999-4890
Twitter: @lizserafin