Can inbound marketing work in the medical device industry? That’s an easy one. Yes. You can read about one company’s experience in a new case study, “Inbound Marketing Helps Biotech Company Grow.” It tells the story of how one medical device contract manufacturer turned its business around with inbound marketing.
Inbound marketing is based on the premise that if you have a product or service that solves a real problem, people are looking for you. And they are looking online. Inbound helps you get found in three ways:
- Optimizing your web pages around the terms people use to search for solutions to the problem you solve.
- Publishing high quality, educational content that helps people define their problem and consider possible solutions, including yours.
- Making it easy for people to let you know if they’d like more information.
You may think, “no one will by my product or service online.” That’s often true. But everyone researches solutions, and the companies that claim to provide these solutions, online. OK, not everyone–just 92 percent. When they start searching for a solution, what will they find? They are not looking to be sold, they are looking for help. If you deliver helpful material that helps them consider their options, you’ll gain trust and credibility before they’ve even met you.
Medical device and biotech companies employ some of the brightest minds in the world. They are not going to be tricked marketing tactics. By publishing web pages, articles and blog posts around the problems you solve, you will not only attract more visitors, you’ll attract the right visitors–the ones that are looking for the solution that you offer.
One great thing about inbound marketing done right is that it is very respectful–you respect the intelligence and needs of your target audience, and engage them with quality information, and allow them to contact you when and how they want to. Get the case study to learn more.
