The rise of digital marketing in medtech

​The rise of digital marketing in medtech

McKinsey Article
September 2021

Digital marketing offers medtech companies powerful ways to personalize engagement with healthcare professionals and respond to their changing needs.
More than 90 percent of surveyed companies reported that the success of their digital marketing had improved by 10 percent or more.
With most trade shows and conferences canceled because of the pandemic, medtech product launches have largely shifted to digital channels. Among the companies in our survey, 80 percent reported having used email and social-media campaigns to launch a new product in 2020, while 65 percent had launched products at online conferences.
​By using a coordinated, multichannel approach to marketing campaigns, medtech companies are able to engage with HCPs at the right time with the right message in the right format.
​Successful companies are including digital campaigns along with more traditional channels, such as inside sales and face-to-face rep visits, as an important component of their omnichannel strategy to reach HCPs.

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Digital marketing capabilities have been growing in the pharma industry since a number of years.
Covid-19 has increased the speed of adoption - both from HCP side and from pharma company side.
Many pharma companies seek as next step to identify the best channels - both physical and digital - to meet the HCP at their individual preferred channel.
New technologies based on AI are now available in support of this - to identify the preferred channel at a doctor level.
Another opportunity is to identify the HCPs social network engagement levels. Precise and up to date snapshots of each doctor can help to optimize the evolving digital marketing strategies.