Switching brands can be a very personal process. Going from Nike to Asics may pull at the heart strings, especially if you’ve been loyal to the "swoosh" for some time. There’s likely some heavy research involved before fully making the commitment. What are others saying? How will the fit differ? Will the new brand be able to support you on your weekend 10-milers?
Physicians who are considering shifting from one medical device company to another face a similar situation, just heightened. Concerns extend far beyond the risk of shin splints and blisters, so the pre-switch research is likely extensive. As a former medical device sales professional, building brand loyalty is critical, as it can be difficult to get your customer to switch devices.
The key for sales among medical device companies is knowing who your website visitors are before those physicians even reach out to a sales rep—any sales rep, whether your brand or another. This is the moment in time where you can know if your customer is investigating other options, and more likely to make a switch.
Know Who Is Poking Around
The sweet spot for sales among medical device companies is knowing who visits your website before those physicians even reach out to a sales rep.
There’s a significant opportunity in knowing which physicians are visiting your website, but the depth of that opportunity is dependent on just how much you know about those visitors.
Traditional reporting might require inquiring minds to register or create login credentials in order to fully understand the inquisitors' needs. Even if physician interest was great enough to make that effort, the hectic schedules and high demands of healthcare professionals makes it a lot to ask.
However, with an advanced audience identification system in place, that step is a non-issue. The "tagging" technology actually allows you to capture physician name, medical specialty, practice location, case mix, hospital affiliation, and even NPI number, all without the laborious process of registration.
So, you have the information. What’s next?
Follow-Up Is Key
People are information seekers, particularly in the digital age. They can easily Google which golf clubs or automobile has top reviews, but it doesn’t mean they’ll end up purchasing that specific model.
An additional touchpoint from the company, though, can make all the difference.
Enter the power of the follow-up. If you know specific details about physicians who have visited your website, the potential for contact points is great. You may first reach out to individual physicians via email with a promotional offer. Who doesn’t like a deal, especially with tight health system budgets? Or, the invitation to meet up for an in-person demonstration might pique interest and provide enough confidence.
Both are excellent approaches to capitalize on exploratory engagement. But, if response is lukewarm or non-existent, not all is lost. A follow-up email with a compelling video demonstration of said device’s capabilities, accolades, and success rate might be the tipping point.
At the very least, you’re connecting with curious candidates and you’re gathering valuable data for future sales opportunities. That in itself makes the case for investing in a reporting technology that nurtures education and engagement.