Note: Whenever we use the term “Facebook”, it means generally any of the media properties owned by Facebook, mainly Facebook and Instagram.
We’ve seen incredible results when using Facebook campaigns for medical technology and other B2B markets, including significant increases in website traffic, inbound lead generation (quote and demo requests), and closed won revenue attributed to marketing campaigns. We continue to push the concept in hopes that others find the inspiration to experiment with this strategy.
The mindset is to act like a news/media company, not an advertiser with something to sell. Using this mindset you are able to deliver critical marketing messaging without being perceived as “salesy”, as well as increase your brand awareness and brand perception, which will ultimately lead to a better business in the future.
When targeting with Facebook ads, don’t only look for decision makers, but also all the influencers of the decision. If your decision maker is the Medical Director of the Emergency Department, also target ER nurses, physicians, and PAs. This is practical job title targeting, but you can also target by interests, for example, an interest in the American College of Emergency Physicians. Facebook audience expansion algorithm is incredibly robust – based on the audience you feed it (job titles, companies/hospitals, interests, etc.), it will automatically deliver the ad to people that have similar demographics and activity to the audience you’ve selected – this works well in finding new influencers, as well as raising awareness at the executive level.
The goal is not to sell, but instead to educate and raise awareness. The campaign is successful if we’ve managed to get the conversation started internally at your target accounts.
#1 | Promote a Medical Education Webinar
Clinicians continue to increase their use of digital channels to more conveniently and efficiently learn about medical topics and products. High-quality educational webinars may be the biggest opportunity forMedTech companies, given that it’s under-utilized across the industry compared to it’s tremendous upside. The goal of these webinars should be to provide valuable education to the intended audience on an interesting topic. There should be absolutely zero sales intent – your audience has attended to learn, not to be sold to. Providing value is the best way to boost your brand awareness and brand perception, and can lead to future consideration of your products/services.
We’ve found lots of success partnering with industry experts, key opinion leaders (KOLs), or forward-thinking customers that are evangelists. Identify the Healthcare Care Professionals (HCPs) that are already presenting on topics at conferences and trade shows and invite them to present in webinar format.
You’ll boost your registration and attendance rates by offering CME/CEU credits or by covering a unique, important, and/or progressive topic.
Our best performing MedTech webinar had over 2,000 registrations and over 500 live attendees. Capturing these contacts in your CRM & Marketing Automation platforms create opportunities for future marketing and content offers.
#2 | Deliver Clinical Trial Data
This one is exceptional, and is the best way to deliver new clinical data to your target HCPs in a rapid and cost-efficient way.
Typically MedTech companies will deliver new clinical information by:
Through the channel – This has to be the most dated and inefficient way to drive clinical information to HCPs. Reps are having more trouble accessing key stakeholders, and undoubtedly the data will be delivered in an inconsistent manner. No amount of training will prepare all your direct reps or distributor reps to address detailed questions and objections in real-time.
At a conference sponsored session or breakfast – If you are looking for the most expensive way to reach 100 HCPs, this is surely it. Sponsoring a session like this, and leveraging either an independent HCP or a panel of HCPs, can have costs well over $10k. Plus you’ll need to wait months between publication and when the conference is happening – meanwhile, HCPs are consuming the trial data through other channels and developing their own opinions. You need to control the message from the date of publication. The only way this makes sense is if you plan on recording the session and distributing it at scale online. Even then, it’s probably easier and far less expensive to coordinate this immediately following publication on your own terms and distribute digitally, perhaps via webinar.
It’s critical your summary is objective and accurate. Here’s an example summary write up that covers the important findings of the trial. Feel free to reference related clinical data, when appropriate. Keep the summary short (less than 5 paragraphs). 99% of readers will be on a mobile device, and it’s important they can consume the full article in less than 3 minutes.
This campaign generated over 100,000 reads in 48 hours and opened sales opportunities at over 50 net new hospitals.
#3 | Announce a New Product
Many MedTech companies still use trade shows as a primary way to launch new products. This makes no sense given how buyers have changed. No HCP is carefully walking around the trade show floor looking to discover your new product.
Using Facebook as content distribution is an incredibly effective and cost-efficient way to generate awareness for new products and feature releases. Either through video or written blog post (or both), you can quickly and concisely communicate the announcement of the new product and it’s value proposition.
This can be supplemented with other forms of digital distribution, such as email marketing.
4 | Deliver a Patient Case Study or Customer Success Story
MedTech companies usually have generated content of customer success stories, patient case studies, and other qualitative content that describes the implementation of their product. The issue is that these assets aren’t being adequately distributed – not enough clinicians actually consume them. Facebook ads offer an easy way to deliver this content to HCPs.
Case studies should provide interesting clinical information in a short, digestible format. Leveraging independently-authored case studies shift this into peer-to-peer education and communication, an excellent format to leverage.
Here’s an example independently-authored patient case study:
Here’s an example of a corporate-authored customer success story featuring on-site photography and videography:
5 | Deliver Long-Form PDF Content (e.g. Best Practices Guide or White Paper)
There are many options for types of long-form PDF content, including white papers, best practices guide, industry reports and data. You likely already have an abundance of this content, though it may need to be retooled or repurposed to be suitable for these campaigns.
When executed properly to a highly targeted audience, we’ve seen average cost per download at less than $5, perhaps less than it costs to print the material into a high-quality booklet or brochure.
Similar to webinars, these should be implemented using Facebook native lead gen forms with a first-party integration to your CRM & Marketing Automation platform.
Facebook ads are a highly effective and cost-efficient way for Medical Technology companies to distribute content aimed at raising awareness of their brand and products to their target clinicians and other stakeholders. The platform, however, is highly ineffective as a Sales-based platform, so we do not recommend running advertising campaigns geared with sales intent. It can turn people off and does not generate justifiable results. Very few, if any, MedTech companies are using this methodology to educate clinicians – there’s a massive opportunity for a few first movers to commit to this progressive strategy.