Medical device marketing: Physicians want to interact more with device makers

Device marketers have greater opportunity to digitally engage physicians than previously

Physicians are more than eager to interact digitally with makers of medical devices. That was the message that James Avallone, principal analyst with Manhattan Research, one of the speakers at the 2nd Annual Digital Marketing of Medical Devices Conference in Minneapolis, communicated Tuesday. In fact, many of them are open to hearing from medical device […]

Physicians are more than eager to interact digitally with makers of medical devices.

That was the message that James Avallone, principal analyst with Manhattan Research, one of the speakers at the 2nd Annual Digital Marketing of Medical Devices Conference in Minneapolis, communicated Tuesday.

In fact, many of them are open to hearing from medical device makers, even if they haven’t communicated in-person with company reps before. That was one of the results of a survey done by Manhattan Research, whose results are due to be released Thursday.

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Another result of the survey shows that these physicians are also big consumers of video, Avallone said. The top five online video destinations are:

YouTube
Professional Association websites
Healthcare provider portal websites
Medical device company websites
VuMedi — a video website that contains expert surgical videos

Another key result from the survey that polled 824 physicians in 10 specialties is that more than half of these physicians believe that iPad has the potential to make a rep’s visit more informative.

However, Avallone repeatedly stressed that iPad is merely a platform and interactions can be meaningful only if relevant content is added to that tablet.