Let’s set things first: with traditional marketing, the goal is often to encourage consumers to buy a product / service they do not necessarily need. The medical technology industry is a sector apart in which the art of convincing without manipulating rules. Indeed, the need for innovation in the health field is constant; it then remains to the manufacturers to present their new technology and convince the buyers why theirs is the best.

For that reason, video is the most relevant and the most effective tool in terms of persuasion.

 

See how some manufacturers are using video to sell both sophisticated and expensive devices.

 

  1. Do not sell, persuade

Whether to present the new artificial heart valve or to demonstrate the latest bionic prosthesis, it is best to avoid being too salesy. On one hand, it is too aggressive. Secondly, it gives the impression that you still have everything to prove.

Opt for simple and neat presentation, and adopt a confident tone that shows your faith in your brand. After all, your product is trustworthy; you don’t need to overdo things!

What you should do:

  • Establish your expertise: make demonstrations or tutorials to show that you master your product. Get out convincing arguments (capacity of the device, durability, etc.) that will support your credibility.
  • Spread your knowledge: people like to be informed. Your videos will help you reach more people than your competitors. Your prospects will also be more confident in your services since part of their doubts will find answer in your videos.
  • Promote your products / services: put forward the benefits of your product: quality, trust, efficient after-sales service, etc.
  • Use a reference / personality: whether to present or demonstrate one of your products, the use of a reference is always a sign of confidence.
    For example: an engineer talking about the features of a new surgical robot. On one hand, this person reassures your prospects. Secondly, you show your ability to speak in public about a field you know.
  • Humanize your company: show your are obviously part of a team of experts and that your workplace is a safe space. Also show a more human face by emphasizing team spirit. This way, you release some confidence and generate trust.

 

  1. Medical technology videos: a few basic rules

  • Make it good, but make it short: 3-5 minutes maximum would be the ideal length of a video. Users will not last to the end of a video if it is too long. Go straight to the point.
  • Add a call-to-action: social networks are substantial diffusion engines. Use them to increase your visibility and increase your chances of reaching your target. Do not forget to add a message at the end that will prompt viewers to perform an action (for example, comment, discuss, ask questions, buy, etc.). This allows further interactions with your prospects (show your availability) and capture their attention (commitment): these are the elements ease the conversion of a single undecided prospect into a customer. Example of call-to-Action: What do you think of this product?
  • Locate your logo wisely: your logo must be present at the beginning and at end of your video, or at the bottom of it throughout the broadcast. It is a small detail with a great deal of importance! After all, your logo is your signature so do not neglect its location.

Get inspired by the current leaders in the medical technology industry and see what are the trends in terms of video marketing. Internet is a huge reservoir of prospects, but it is also an incredible playground where the competition is as fierce as unlimited. It is imperative to work hard to stand out from the masses and  become the reference!

Ready to convince your prospects?

Questions? Suggestions? Osko Production is here to guide you!