{"id":7398,"date":"2020-04-20T13:36:29","date_gmt":"2020-04-20T13:36:29","guid":{"rendered":"https:\/\/www.kolabtree.com\/blog\/?p=7398"},"modified":"2023-03-02T11:15:46","modified_gmt":"2023-03-02T11:15:46","slug":"7-expert-tips-for-successful-medical-device-marketing","status":"publish","type":"post","link":"https:\/\/www.kolabtree.com\/blog\/pt\/7-expert-tips-for-successful-medical-device-marketing\/","title":{"rendered":"7 Dicas de especialistas para o sucesso da comercializa\u00e7\u00e3o de produtos m\u00e9dicos"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_45_1 counter-flat ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\">Tabela de Conte\u00fados<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" area-label=\"ez-toc-toggle-icon-1\"><label for=\"item-69f671f4daa4e\" aria-label=\"Table of Content\"><span style=\"display: flex;align-items: center;width: 35px;height: 30px;justify-content: center;direction:ltr;\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/label><input  type=\"checkbox\" id=\"item-69f671f4daa4e\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.kolabtree.com\/blog\/pt\/7-expert-tips-for-successful-medical-device-marketing\/#1_Decide_and_target_your_ideal_customer\" title=\"1. Decida e tenha como alvo seu cliente ideal\u00a0\">1. Decida e tenha como alvo seu cliente ideal\u00a0<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.kolabtree.com\/blog\/pt\/7-expert-tips-for-successful-medical-device-marketing\/#2_Outsource_content_creation\" title=\"2. Cria\u00e7\u00e3o de conte\u00fado de fonte externa\">2. Cria\u00e7\u00e3o de conte\u00fado de fonte externa<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.kolabtree.com\/blog\/pt\/7-expert-tips-for-successful-medical-device-marketing\/#3_Set_up_a_company_website\" title=\"3. Cria\u00e7\u00e3o de um site da empresa\u00a0\">3. Cria\u00e7\u00e3o de um site da empresa\u00a0<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.kolabtree.com\/blog\/pt\/7-expert-tips-for-successful-medical-device-marketing\/#4_Educational_marketing\" title=\"4. Marketing educativo\">4. Marketing educativo\n<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.kolabtree.com\/blog\/pt\/7-expert-tips-for-successful-medical-device-marketing\/#5_Email_marketing\" title=\"5. Email marketing\">5. Email marketing\n<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.kolabtree.com\/blog\/pt\/7-expert-tips-for-successful-medical-device-marketing\/#6_Social_media_marketing\" title=\"6. Marketing nas m\u00eddias sociais\">6. Marketing nas m\u00eddias sociais\n<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.kolabtree.com\/blog\/pt\/7-expert-tips-for-successful-medical-device-marketing\/#7_Event_promotion_and_networking_with_key_stakeholders\" title=\"7. Promo\u00e7\u00e3o de eventos e trabalho em rede com as principais partes interessadas\u00a0\">7. Promo\u00e7\u00e3o de eventos e trabalho em rede com as principais partes interessadas\u00a0<\/a><\/li><\/ul><\/nav><\/div>\n<p><strong><em><a href=\"https:\/\/www.kolabtree.com\/find-an-expert\/christopher-oseh\/?utm_source=Blog&amp;utm_medium=Post&amp;utm_campaign=Med-Device-Marketing\">Christopher Oseh<\/a>, <a href=\"https:\/\/www.kolabtree.com\/find-an-expert\/subject\/medical-content-writing?utm_source=Blog&amp;utm_medium=Post&amp;utm_campaign=Med-Device-Marketing\">redator de conte\u00fado m\u00e9dico freelance<\/a> em Kolabtree, lista dicas r\u00e1pidas e comprovadas para ajud\u00e1-lo a comercializar facilmente seu dispositivo m\u00e9dico.\u00a0<\/em><\/strong><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.kolabtree.com\/find-an-expert\/subject\/medical-device-marketing\">Medical device marketing<\/a> is often a herculean task for small and medium sized medical devices companies. Marketing is the process of finding and identifying your ideal customers and is critical to the success of any business. Proper marketing involves several activities which are targeted to attract the clients\u2019 attention, incite their interest in your product and to take actions leading to product sales.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Com a infinidade de informa\u00e7\u00f5es on-line sobre marketing, o assunto pode ser bastante confuso.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Voc\u00ea sabe como decidir sobre a estrat\u00e9gia de marketing de produtos m\u00e9dicos adequada para sua empresa? <\/span><span style=\"font-weight: 400;\">Are you overwhelmed by the different marketing options and budget required to run a successful medical device marketing campaign? How do you go about running brand campaigns to position your product to the ideal audience?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Neste posto, voc\u00ea aprender\u00e1 estrat\u00e9gias de marketing de produtos m\u00e9dicos e como decidir qual estrat\u00e9gia adotar com base em seus objetivos e or\u00e7amento de marketing.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"1_Decide_and_target_your_ideal_customer\"><\/span><b>1. Decida e tenha como alvo seu cliente ideal\u00a0<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The success of any marketing campaign is hinged on defining your ideal customers and focusing all your resources on defined customers\u2019 traits. This process requires brainstorming certain features your ideal client must have so that your medical device marketing is aimed at these characteristics. This saves lots of time and efforts that would have been used to reach a wide target audience in the medical device market.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Crie caracter\u00edsticas fict\u00edcias de seu cliente ideal, respondendo \u00e0s seguintes perguntas:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Quem \u00e9 meu cliente? Especifique a carreira, interesses, localiza\u00e7\u00e3o geogr\u00e1fica, n\u00edvel de renda, g\u00eanero e prefer\u00eancias de comunica\u00e7\u00e3o (e-mail ou n\u00famero de telefone).<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Quais s\u00e3o os objetivos prim\u00e1rios e secund\u00e1rios da carreira de meu cliente?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Quais s\u00e3o os desafios e reclama\u00e7\u00f5es que seus clientes est\u00e3o tendo no trabalho?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Como seu dispositivo m\u00e9dico ir\u00e1 resolver os problemas pelos quais seus clientes passam?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Finalmente, crie uma pessoa do tipo de cliente para a qual n\u00e3o direcionar suas campanhas de marketing.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Sua equipe de marketing usar\u00e1 estas respostas como um guia estrat\u00e9gico para elaborar um plano de marketing para o marketing de seus dispositivos m\u00e9dicos.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_Outsource_content_creation\"><\/span><b>2. Cria\u00e7\u00e3o de conte\u00fado de fonte externa<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Content is simply a piece of information used to educate a targeted audience for the purpose of building trust and credibility. Quality content can help you create touchpoints that communicate the value of your product to your target audience. Elaborating on the pain points of your potential audience, and weaving a narrative around how your product can address these concerns, will help you achieve the dual objective of position your product to the right audience and generate interest that subsequently leads to revenue streams.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Content can be in form of blog posts, articles, white paper, case studies and infographics. A good number of clients for medical device companies are health professionals that expect professionalism when communicating with them. Thus, there is a need to use only skilled and experienced medical copywriters and content marketers from credible freelance platforms. For instance, a small and medium sized medical device company with a cardiac medical device should hire a technical writer with <a href=\"https:\/\/www.kolabtree.com\/blog\/pt\/ensuring-reproducibility-in-ai-driven-research-how-freelance-experts-can-help-in-biotech-and-healthcare\/\">pesquisa<\/a> experience in cardiology.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Da mesma forma, um <a href=\"https:\/\/www.kolabtree.com\/find-an-expert\/subject\/medical-writing?utm_source=Blog&amp;utm_medium=Post&amp;utm_campaign=Med-Device-Marketing\">escritor m\u00e9dico<\/a> com experi\u00eancia em neurologia escreveria conte\u00fado convincente para uma empresa com um dispositivo m\u00e9dico neurol\u00f3gico. Isto porque um escritor m\u00e9dico especializado se comunica com terminologias m\u00e9dicas que envolvem e capturam os interesses de clientes que s\u00e3o especialistas.<\/span><\/p>\n<blockquote><p><b>\u00a0<\/b><span style=\"font-weight: 400;\">De acordo com uma pesquisa do Content Marketing Institute, foi descoberto que 50% das empresas preferem terceirizar seu processo de cria\u00e7\u00e3o de conte\u00fado. Por qu\u00ea?<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Isto porque a cria\u00e7\u00e3o de conte\u00fado terceirizado \u00e9 fundamental para o sucesso de outros aspectos de sua estrat\u00e9gia de marketing de produtos m\u00e9dicos e libera tempo para focar em tarefas de maior valor. As empresas B2B podem economizar o dinheiro necess\u00e1rio para pagar os sal\u00e1rios dos criadores de conte\u00fado interno e obter um maior retorno sobre o investimento por<\/span><a href=\"https:\/\/www.kolabtree.com\/find-an-expert\/subject\/medical-writing?utm_source=Blog&amp;utm_medium=Post&amp;utm_campaign=Med-Device-Marketing\"> <span style=\"font-weight: 400;\">contrata\u00e7\u00e3o de escritores m\u00e9dicos freelance<\/span><\/a><span style=\"font-weight: 400;\"> somente sob demanda.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aqui est\u00e3o os tipos de conte\u00fado a serem terceirizados:<\/span><\/p>\n<ul>\n<li><b>P\u00e1ginas web da empresa:<\/b><span style=\"font-weight: 400;\"> Quando voc\u00ea estiver montando uma p\u00e1gina web da empresa, voc\u00ea precisa ter um especialista que possa escrever com confian\u00e7a sobre seu produto e sua empresa. O candidato ideal tamb\u00e9m teria experi\u00eancia em reda\u00e7\u00e3o e algum conhecimento t\u00e9cnico\/cient\u00edfico. Isso o ajudar\u00e1 a convencer seus potenciais clientes a tomar a\u00e7\u00f5es como assinar suas newsletters ou comprar seus produtos.<\/span><\/li>\n<li><b>P\u00e1gina do Blog: <\/b><span style=\"font-weight: 400;\">A <a href=\"https:\/\/www.kolabtree.com\/find-an-expert\/subject\/medical-content-writing?utm_source=Blog&amp;utm_medium=Post&amp;utm_campaign=Med-Device-Marketing\">redator de conte\u00fado m\u00e9dico<\/a> \u00e9 necess\u00e1rio para fornecer informa\u00e7\u00f5es de qualidade em um idioma que se adapte \u00e0s suas perspectivas ideais. Um blog de dispositivo m\u00e9dico normalmente exige que os autores tenham profunda experi\u00eancia t\u00e9cnica ou conhecimento para demonstrar autoridade e fornecer conte\u00fado confi\u00e1vel.\u00a0<\/span><\/li>\n<li><b>Comunicados \u00e0 imprensa: <\/b><span style=\"font-weight: 400;\">\u00a0Um redator t\u00e9cnico \u00e9 ideal para escrever conte\u00fados espec\u00edficos relativos a novos produtos ou an\u00fancios. As empresas de produtos m\u00e9dicos freq\u00fcentemente trabalham com ag\u00eancias especializadas em rela\u00e7\u00f5es p\u00fablicas ou especialistas aut\u00f4nomos qualificados para ajud\u00e1-las a divulgar seus produtos no mercado.\u00a0<\/span><\/li>\n<li><b>Livros brancos<\/b><span style=\"font-weight: 400;\"> ou informa\u00e7\u00f5es espec\u00edficas relacionadas ao setor para clientes que s\u00e3o profissionais de sa\u00fade. Os white papers s\u00e3o de autoria de especialistas e requerem s\u00f3lidos conhecimentos t\u00e9cnicos e cuidadosa edi\u00e7\u00e3o e verifica\u00e7\u00e3o de fatos antes de serem publicados.\u00a0<\/span><\/li>\n<li><b>C\u00f3pia do e-mail: <\/b><span style=\"font-weight: 400;\">A<a href=\"https:\/\/www.kolabtree.com\/find-an-expert\/subject\/medical-copywriting?utm_source=Blog&amp;utm_medium=Post&amp;utm_campaign=Med-Device-Marketing\"> redator m\u00e9dico<\/a> \u00e9 fundamental para escrever c\u00f3pias de e-mail que possam se converter em vendas.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">As organiza\u00e7\u00f5es B2B podem facilmente contratar escritores t\u00e9cnicos e m\u00e9dicos em plataformas freelance, como <a href=\"https:\/\/www.kolabtree.com\/?utm_source=Blog&amp;utm_medium=Post&amp;utm_campaign=Med-Device-Marketing\">Kolabtree<\/a> que conta com um grande n\u00famero de profissionais qualificados e experientes em marketing de conte\u00fado.<\/span><\/p>\n<p><strong>Leia tamb\u00e9m: <a href=\"https:\/\/www.kolabtree.com\/blog\/medical-device-consulting-services-why-hire-freelancers\/?utm_source=Blog&amp;utm_medium=Post&amp;utm_campaign=Med-Device-Marketing\">Servi\u00e7os de Consultoria em Produtos m\u00e9dicos: Por que contratar freelancers<\/a><\/strong><\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_Set_up_a_company_website\"><\/span><b>3. Cria\u00e7\u00e3o de um site da empresa\u00a0<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Uma presen\u00e7a on-line de sua empresa garante que os clientes possam encontr\u00e1-lo atrav\u00e9s de canais de busca e obter qualquer informa\u00e7\u00e3o relevante para saber mais sobre sua empresa e, eventualmente, tomar uma decis\u00e3o de compra.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O conte\u00fado de seu website deve conter informa\u00e7\u00f5es de marca e p\u00e1ginas que atendam \u00e0s necessidades de seus clientes. Conte a hist\u00f3ria de sua marca de forma personalizada usando o modelo de pessoa do cliente que voc\u00ea criou. Comunique sua miss\u00e3o comercial, valores e benef\u00edcios de forma clara e concisa usando linguagem de segunda pessoa e palavras fortes e emotivas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">O website de sua empresa deve ter as seguintes caracter\u00edsticas para reduzir o<\/span><a href=\"https:\/\/support.google.com\/analytics\/answer\/1009409?hl=en\"> <span style=\"font-weight: 400;\">taxa de ressalto: <\/span><\/a><span style=\"font-weight: 400;\">a taxa na qual os clientes em potencial deixam seu site sem navegar para outras p\u00e1ginas.\u00a0<\/span><\/p>\n<ul>\n<li><b>Design simples do site<\/b><span style=\"font-weight: 400;\">: The website layout should promote easy navigation through your webpages to enable your website visitors find relevant contents quickly.<\/span><\/li>\n<li><a href=\"https:\/\/moz.com\/learn\/seo\/what-is-seo\"><span style=\"font-weight: 400;\">Otimiza\u00e7\u00e3o para mecanismos de busca<\/span><\/a><span style=\"font-weight: 400;\">: Isto envolve o direcionamento de palavras-chave espec\u00edficas e a otimiza\u00e7\u00e3o de suas p\u00e1ginas web para que voc\u00ea possa encontrar facilmente seus clientes ideais uma vez que seus produtos sejam pesquisados on-line. Isso \u00e9 essencial, pois conduzir\u00e1 tr\u00e1fego livre ou org\u00e2nico para seu website. Al\u00e9m disso, suas p\u00e1ginas web devem ser carregadas rapidamente.<\/span><\/li>\n<li><b>Organiza\u00e7\u00e3o de p\u00e1ginas web: <\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Organize e exiba p\u00e1ginas essenciais para que seus clientes possam acess\u00e1-las facilmente. O site da Medtronic, uma popular empresa de dispositivos m\u00e9dicos mostrada abaixo exemplifica este princ\u00edpio.<br \/>\n<img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-7416 size-full\" src=\"https:\/\/www.kolabtree.com\/blog\/wp-content\/uploads\/2020\/04\/Medical_Device_Marketing_1.png\" alt=\"\" width=\"628\" height=\"311\" srcset=\"https:\/\/www.kolabtree.com\/blog\/wp-content\/uploads\/2020\/04\/Medical_Device_Marketing_1.png 628w, https:\/\/www.kolabtree.com\/blog\/wp-content\/uploads\/2020\/04\/Medical_Device_Marketing_1-300x149.png 300w, https:\/\/www.kolabtree.com\/blog\/wp-content\/uploads\/2020\/04\/Medical_Device_Marketing_1-164x82.png 164w, https:\/\/www.kolabtree.com\/blog\/wp-content\/uploads\/2020\/04\/Medical_Device_Marketing_1-300x149@2x.png 600w, https:\/\/www.kolabtree.com\/blog\/wp-content\/uploads\/2020\/04\/Medical_Device_Marketing_1-164x82@2x.png 328w\" sizes=\"(max-width: 628px) 100vw, 628px\" \/><\/span><\/span><\/li>\n<li><strong>P\u00e1gina do produto:<\/strong> Contratar redatores m\u00e9dicos e <a href=\"https:\/\/www.kolabtree.com\/find-an-expert\/subject\/medical-copywriting?utm_source=Blog&amp;utm_medium=Post&amp;utm_campaign=Med-Device-Marketing\">redatores de SEO m\u00e9dico<\/a> para escrever descri\u00e7\u00f5es de produtos convincentes que se conectem com as necessidades de seu cliente em potencial.<\/li>\n<li><span style=\"font-weight: 400;\"><strong>Site m\u00f3vel amig\u00e1vel:<\/strong> Seu website deve ser m\u00f3vel porque a maioria de seus clientes acessar\u00e1 seu website usando seu telefone celular.\u00a0<\/span><\/li>\n<li><span style=\"font-weight: 400;\"><strong>Formul\u00e1rios de inscri\u00e7\u00e3o e assinatura<\/strong> para coletar o nome e e-mails de seus clientes. Estas informa\u00e7\u00f5es ser\u00e3o utilizadas para conduzir suas campanhas de e-mail marketing.<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"4_Educational_marketing\"><\/span><b>4. Marketing educativo<br \/>\n<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Educar primeiro os clientes potenciais antes de vender a eles, porque as pessoas n\u00e3o gostam de ser vendidas e s\u00f3 compram de empresas em que confiam.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How do you build trust? Here&#8217;s where great branding takes precedence over conversion-oriented marketing. Educating your audience on what value your brand can offer them can help you nudge them slowly down the pipeline to eventually becoming a paying consumer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A confian\u00e7a pode ser constru\u00edda ao fornecer informa\u00e7\u00f5es valiosas que resolvem os problemas de seu cliente ideal. O marketing educacional pode ser feito on-line organizando webinars e enviando materiais para download gratuito para ajudar seus clientes em potencial. O algoritmo do Google tamb\u00e9m recompensa conte\u00fados escritos por especialistas e de alta autoria, especialmente em sites de sa\u00fade (consulte a atualiza\u00e7\u00e3o do Medic).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Al\u00e9m disso, organize reuni\u00f5es de treinamento presencial para se encontrar com seus clientes, conectar-se com eles e aprender quais s\u00e3o suas reais necessidades. Uma vez que seus clientes vejam o valor de seu dispositivo m\u00e9dico e os benef\u00edcios, a venda de seus produtos ser\u00e1 f\u00e1cil.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"5_Email_marketing\"><\/span><b>5. Email marketing<br \/>\n<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Isso implica em comunicar com seus clientes-alvo via e-mail, com o prop\u00f3sito de fornecer informa\u00e7\u00f5es valiosas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por que o e-mail marketing?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De acordo com<\/span><a href=\"https:\/\/blog.hubspot.com\/marketing\/email-marketing-guide\"> <span style=\"font-weight: 400;\">Hubspot<\/span><\/a><span style=\"font-weight: 400;\">86% de profissionais preferem o e-mail como canal de comunica\u00e7\u00e3o e 60% de clientes compraram um produto ap\u00f3s receberem uma c\u00f3pia de e-mail marketing\".<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aqui est\u00e3o as estrat\u00e9gias vencedoras para o e-mail marketing:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Em seu website, forne\u00e7a um relat\u00f3rio gratuito para download em troca do endere\u00e7o de e-mail de seu potencial cliente. Este relat\u00f3rio gratuito pode ser na forma de um breve estudo de caso, white paper ou infogr\u00e1fico criado por um redator t\u00e9cnico. Isto \u00e9 popularmente chamado de \"\u00edm\u00e3 de chumbo\", informa\u00e7\u00e3o de alta qualidade que o ajuda a gerar leads.\u00a0<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Segmentar seus assinantes de e-mail em uma lista baseada em demografia, interesses, localiza\u00e7\u00e3o, especialidade, etc.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Forne\u00e7a informa\u00e7\u00f5es valiosas em intervalos pr\u00e9-determinados (semanal ou quinzenalmente) a seus assinantes. Isto constr\u00f3i um relacionamento, confian\u00e7a e credibilidade com seus clientes.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Use um servi\u00e7o de e-mail marketing para enviar uma c\u00f3pia automatizada e bem elaborada de seu dispositivo m\u00e9dico por e-mail.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Enviar pelo menos duas c\u00f3pias modificadas de vendas por e-mail, alterando partes chave da c\u00f3pia do e-mail, como linha de assunto, cabe\u00e7alho, imagens do produto, chamada para a\u00e7\u00e3o, etc. Isto \u00e9 chamado de <strong>Teste A\/B<\/strong> ou <\/span><b>teste de parti\u00e7\u00e3o.<\/b><\/li>\n<li><span style=\"font-weight: 400;\">Analise suas campanhas de e-mail marketing usando m\u00e9tricas como taxa aberta, taxa de click through e convers\u00e3o de vendas.<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"6_Social_media_marketing\"><\/span><b>6. Marketing nas m\u00eddias sociais<br \/>\n<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Plataformas de m\u00eddia social como LinkedIn, Instagram, etc. alteraram a forma como as pequenas empresas atingem seus clientes-alvo e comercializam seus produtos de dispositivos m\u00e9dicos. A maioria de seus potenciais clientes passa muito tempo interagindo com o conte\u00fado das m\u00eddias sociais e a maioria de seus concorrentes tem p\u00e1ginas da empresa nessas plataformas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De acordo com um relat\u00f3rio de pesquisa de 2019 da Keap, o marketing de m\u00eddia social \u00e9 a t\u00e1tica de marketing n\u00famero um adotada pelas pequenas empresas na Am\u00e9rica.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-7417 size-full\" src=\"https:\/\/www.kolabtree.com\/blog\/wp-content\/uploads\/2020\/04\/Medical_Device_Marketing_2.png\" alt=\"\" width=\"628\" height=\"449\" srcset=\"https:\/\/www.kolabtree.com\/blog\/wp-content\/uploads\/2020\/04\/Medical_Device_Marketing_2.png 628w, https:\/\/www.kolabtree.com\/blog\/wp-content\/uploads\/2020\/04\/Medical_Device_Marketing_2-300x214.png 300w, https:\/\/www.kolabtree.com\/blog\/wp-content\/uploads\/2020\/04\/Medical_Device_Marketing_2-269x192.png 269w, https:\/\/www.kolabtree.com\/blog\/wp-content\/uploads\/2020\/04\/Medical_Device_Marketing_2-300x214@2x.png 600w, https:\/\/www.kolabtree.com\/blog\/wp-content\/uploads\/2020\/04\/Medical_Device_Marketing_2-269x192@2x.png 538w\" sizes=\"(max-width: 628px) 100vw, 628px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">O LinkedIn \u00e9 supostamente uma das plataformas de m\u00eddia social mais utilizadas para se envolver com os clientes e para compartilhar conte\u00fados valiosos. A<\/span><a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/success\/brand-awareness\"> <span style=\"font-weight: 400;\">Relat\u00f3rio da pesquisa de neg\u00f3cios LinkedIn<\/span><\/a><span style=\"font-weight: 400;\"> mostrou que 94% dos comerciantes B2B usam o LinkedIn para fins de marketing de conte\u00fado.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As empresas de dispositivos m\u00e9dicos podem criar uma p\u00e1gina da empresa em plataformas de m\u00eddia social com detalhes de contato e links para o website. Esta p\u00e1gina da empresa \u00e9 usada para se conectar com seus potenciais clientes postando artigos bem pesquisados, \u00faltimas tend\u00eancias do setor, infogr\u00e1ficos e relat\u00f3rios que educam os potenciais clientes em sua especialidade escolhida na \u00e1rea da sa\u00fade.<\/span><\/p>\n<p><strong>\u00a0Ap\u00f3s algum tempo, isto leva a um grande n\u00famero de seguidores que podem ser convertidos em clientes pagantes, enviando mensagens de vendas espec\u00edficas ap\u00f3s o estudo de seus interesses e comportamentos.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Os an\u00fancios pagos nas m\u00eddias sociais podem ser usados para aumentar o n\u00famero de seguidores, visando prospectos ideais ou atrav\u00e9s de publica\u00e7\u00e3o consistente de conte\u00fado que atraia seus clientes ideais ao longo do tempo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A imagem abaixo mostra a p\u00e1gina LinkedIn da Medtronic e seus seguidores.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-7418 size-full\" src=\"https:\/\/www.kolabtree.com\/blog\/wp-content\/uploads\/2020\/04\/Medical_Device_Marketing_3.png\" alt=\"\" width=\"628\" height=\"277\" srcset=\"https:\/\/www.kolabtree.com\/blog\/wp-content\/uploads\/2020\/04\/Medical_Device_Marketing_3.png 628w, https:\/\/www.kolabtree.com\/blog\/wp-content\/uploads\/2020\/04\/Medical_Device_Marketing_3-300x132.png 300w, https:\/\/www.kolabtree.com\/blog\/wp-content\/uploads\/2020\/04\/Medical_Device_Marketing_3-300x132@2x.png 600w\" sizes=\"(max-width: 628px) 100vw, 628px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">As empresas de dispositivos m\u00e9dicos podem tirar proveito da natureza pict\u00f3rica do conte\u00fado publicado na Instagram. Fotos de dispositivos m\u00e9dicos, equipe da empresa, hist\u00f3rias de pacientes e depoimentos podem ser postadas na Instagram para fomentar o envolvimento do cliente.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por exemplo, a imagem abaixo mostra a p\u00e1gina Instagram da Fresenius, empresa de dispositivos m\u00e9dicos.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-7419 size-full\" src=\"https:\/\/www.kolabtree.com\/blog\/wp-content\/uploads\/2020\/04\/Medical_Device_Marketing_4.png\" alt=\"\" width=\"628\" height=\"285\" srcset=\"https:\/\/www.kolabtree.com\/blog\/wp-content\/uploads\/2020\/04\/Medical_Device_Marketing_4.png 628w, https:\/\/www.kolabtree.com\/blog\/wp-content\/uploads\/2020\/04\/Medical_Device_Marketing_4-300x136.png 300w, https:\/\/www.kolabtree.com\/blog\/wp-content\/uploads\/2020\/04\/Medical_Device_Marketing_4-300x136@2x.png 600w\" sizes=\"(max-width: 628px) 100vw, 628px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Ao interagir socialmente com seus prospectos, h\u00e1 uma melhor chance de fechar a venda com eles.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"7_Event_promotion_and_networking_with_key_stakeholders\"><\/span><b>7. Promo\u00e7\u00e3o de eventos e trabalho em rede com as principais partes interessadas\u00a0<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">O lan\u00e7amento de produtos \u00e9 um evento chave para as empresas de produtos m\u00e9dicos que deve ser promovido estrategicamente.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A m\u00eddia social \u00e9 um \u00f3timo canal para promover eventos importantes porque os seguidores da p\u00e1gina de sua empresa ver\u00e3o seus cargos e, se voc\u00ea os contratou anteriormente, eles aparecer\u00e3o pessoalmente no evento de lan\u00e7amento de seu produto.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Os marqueteiros B2B devem trabalhar em rede n\u00e3o apenas com clientes diretos como m\u00e9dicos ou cirurgi\u00f5es em um hospital, mas tamb\u00e9m com as partes interessadas como os administradores do hospital. Essas partes interessadas desempenham um papel na decis\u00e3o de comprar ou n\u00e3o seus produtos. Conecte-se com eles nas m\u00eddias sociais ou organizando programas gratuitos de treinamento de funcion\u00e1rios que ajudar\u00e3o seu hospital.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Em conclus\u00e3o, o marketing de dispositivos m\u00e9dicos requer atividades de marketing on-line e off-line para ser bem sucedido. Os profissionais de marketing B2B com baixo or\u00e7amento podem alavancar um marketing consistente de conte\u00fado de m\u00eddia social e dominar qualquer outra t\u00e1tica de marketing destacada acima que ressoe com eles.<\/span><\/p>\n<blockquote><p><strong>A Kolabtree fornece uma cole\u00e7\u00e3o de escritores t\u00e9cnicos e redatores m\u00e9dicos freelance experientes para auxiliar na cria\u00e7\u00e3o de conte\u00fado e no processo de marketing. VER EXPERI\u00caNCIAS<\/strong><\/p>\n<p><span style=\"font-size: 14px; background-color: #ffffff;\">\u00a0<\/span><a style=\"font-size: 14px; background-color: #ffffff;\" href=\"https:\/\/www.kolabtree.com\/find-an-expert\/subject\/medical-copywriting?utm_source=Blog&amp;utm_medium=Post&amp;utm_campaign=Med-Device-Marketing\">Copywriters m\u00e9dicos freelance<\/a><span style=\"font-size: 14px; background-color: #ffffff;\">\u00a0| <\/span><a style=\"font-size: 14px; background-color: #ffffff;\" href=\"https:\/\/www.kolabtree.com\/find-an-expert\/subject\/medical-device-marketing\">Hire medical device marketing experts<\/a><\/p><\/blockquote>","protected":false},"excerpt":{"rendered":"<p>Christopher Oseh, freelance medical content writer on Kolabtree, lists quick proven tips to help you market your medical device easily.\u00a0 Medical device marketing is often a herculean task for small and medium sized medical devices companies. Marketing is the process of finding and identifying your ideal customers and is critical to the success of any<\/p>\n<div class=\"read-more\"><a href=\"https:\/\/www.kolabtree.com\/blog\/pt\/7-expert-tips-for-successful-medical-device-marketing\/\" title=\"Leia mais\">Leia mais<\/a><\/div>","protected":false},"author":12,"featured_media":10389,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[540],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.1 (Yoast SEO v20.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>7 Expert Tips for Successful Medical Device Marketing<\/title>\n<meta name=\"description\" content=\"7 expert-sourced, proven tips for effective medical device marketing: how to target your ideal customers and build your brand.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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