Medical devices and technologies can have very long sales cycles. While prospects are in extended periods of consideration, it’s important for brands to stay top of mind. Content marketing can be a very effective strategy in this effort. We’ve rounded up a few examples that show how some leading brands are planning and executing content marketing tactics. Within these, we can identify at least five common traits, specifically:
- Reader-focused messaging: Talking about patient and hospital outcomes before promoting products and services
- Precise brand expression: Adept use of corporate typography, colors, and other visual elements to ensure that content feels branded, not generic
- Video content: Well-produced motion graphics and footage, offering viewers a richer experience to complement words and pictures
- Mobile-friendliness: Layouts and interactions that work well even on small, handheld screens
- Article-style content: Stories told and presented in such a way that they feel more like journalism than marketing collateral
Abbott “Life to the Fullest”
Abbott’s “Life to the Fullest” transcends the traditional campaign and becomes a great example of a modern content platform. Abbott invites conversations by asking “what does a full life mean to you?” directly through quizzes and social media. And the brand poses many answers through thoroughly produced video content, and more immediate social posts, and through many other techniques in between. It’s easy enough to dig into the Abbott website to learn about its products and technologies. But it’s easy to see that Abbott is in touch not only with what it’s doing, but also with the reasons why their work is important.
Medtronic does a great job of inspiring trust by leading with messages that focus not on the commerce of modern medicine, but rather how the brand is helping to improve and trasform healthcare in general. This demonstrates not only that Medtronic has an understanding of what challenges healthcare providers face, but that Medtronic is also taking an active role in addressing them. Medtronic’s homepage leads with several stories that make it feel more like a trade periodical than a sales piece.
The Philips Healthcare website is primarily organized by solutions, products, services, and technologies, but also has article-style content woven throughout. Philips also offers a resource library and an articles section organized by clinical specialty. Content is presented with consistent brand elements, and includes rich elements such as video and infographics.
Boston Scientific, “Lives Transformed”
We really appreciate the “Lives Transformed” stories that are peppered throughout the Boston Scientific website. These case studies may seem deceptively direct, but they’re well-produced in a documentary style, and they prove that Boston Scientific’s products are creating tangible, meaningful results for patients.
Platforms Give Content Something to Stand on
Platforms make content easier to create. They provide structure and a guiding principle to ensure that your content pieces are all in alignment, working together to support the same message. Platforms make content easier to digest, too. Supporting the same message from several angles, with different stories and different media techniques, gives your messages the best chance of standing out, and of being recognized and remembered.