7 ways search engine optimization (SEO) can be a useful tool in medical device marketing

7 ways search engine optimization (SEO) can be a useful tool in medical device marketing

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In the 21st century, technological advancements have helped us in many different aspects of our everyday lives. We have everything from ordering food at the click of a button to electric cars. One industry that has significantly benefited is healthcare, such as the development of medical devices. There are many such medical devices that can help healthcare professionals provide safe and effective care. Some examples are patient monitors, pacemakers and CT scanners. 

Effective medical device marketing requires thoughtful strategies. When you manufacture or sell medical devices, you have to market your products, just like any other industry. With the help of marketing approaches like search engine optimization (SEO), you can get your devices in the hands of people who can use them to move patients along their health and wellness journey. 

In this post, we’ll talk about how SEO can help your marketing efforts in a variety of ways, including increasing traffic, engagement and quality lead conversions.

What is SEO?

Before diving into how SEO can help medical device marketing, let’s cover the basics. Search engine optimization is the process of trying to get your website and content to rank high on relevant search engine results pages (SERPs). When you use SEO strategies, you’re getting more eyes on your brand. This leads to increased organic traffic, click-through rates, engagement, brand awareness and conversions.

Key aspects of SEO include:

  • Keyword research
  • High-quality content with targeted keywords
  • Mobile optimization
  • Technical audit for website
  • Tracking marketing metrics

7 benefits your medical device marketing strategy can gain from SEO

SEO is an overall effective process used by most marketing experts. However, it’s important to see how it can help your medical device business in particular. By considering how these benefits can help move your bottom line, you can make sure that SEO is given the proper attention and resources in your marketing strategy. 

Here are seven ways search engine optimization can be a useful tool in medical device marketing:

  • Enhancing online visibility — With medical devices being essential to many healthcare industries, there can be quite a bit of competition. SEO helps your brand to become recognizable online by people who are searching for relevant keywords. The higher you’re listed across several related SERPs, the more likely you are to stick in someone’s mind when the time comes for them to need to purchase a medical device.
  • Building credibility and trust — While being credible is essential in every type of industry, it’s pivotal in the success of healthcare professionals. People need to be able to trust your expertise if they’re putting their health and wellness in your hands. A primary goal of SEO is to boost your credibility and build trust in the eyes of potential patients, providers and search engine algorithms. With SEO factors like backlinks and analysis, you can be seen as an authority in the medical device field.
  • Improving user experience — If people find your content difficult to understand and navigate, they may click off before further engagement. SEO strategies can help you improve your user experience by prioritizing aspects like accessibility and efficiency. When the algorithm sees that users are able to effectively engage with your site, it will rank your results higher.
  • Generating leads and conversions — Getting people to visit and explore your site is always a good thing, but the main goal is to move them along the user journey to becoming quality leads. An SEO strategy does more than just get people to see your site. It helps put it in front of the right people, meaning those who are the most likely to provide their information, make a purchase or contact your business with an inquiry. This comes from incorporating clear calls to action in content.
  • Local SEO for medical devices — People are likely to turn to the resources and options in their immediate area before expanding their search. When it comes to healthcare marketing, local SEO is the way to go. By using localized keyword research and optimizing your Google Business Profile, you can be sure that you’re being found by people in your community who are looking for mobile devices.
  • Utilizing analytics and metrics — A strategy that’s not regularly tracked and adjusted isn’t much of a strategy in the first place. SEO works for medical device marketing because it shows the physical proof of the efforts that are working. You can also see the weak spots that require more attention. With analytics and metric tracking, an SEO strategy can help you see the evidence of your marketing efforts in real time and adjust as needed.
  • Cost-effectiveness of SEO — There’s no denying that cost-effectiveness is one of the key deciding factors in choosing a new strategy like SEO. To start off, SEO has a high return on investment (ROI) because of the low entry and maintenance costs. It also can bring in steadily increasing traffic and conversion rates without an increased cost over time, which is quite different from paid approaches, such as pay-per-click advertising.

Challenges and considerations when using SEO for medical device marketing

When you’re trying to market to individual consumers or healthcare providers, some issues are important to consider. One of the most prominent challenges faced by marketers in the healthcare space is regulatory compliance, such as premarket approval and medical device reporting. 

It’s also essential to stay on top of the latest trends and updates in SEO to ensure that you don’t fall behind or slip between the cracks. This can mean everything from algorithm updates to changes in social media consumption. 

The good news is, with an SEO provider like BURG+CO., we do the legwork for you. We want to make sure you have the insight needed to avoid any roadblocks from challenges outside of your control. We know what it takes to help your medical device marketing succeed, and we’ll be with you every step of the way. 

Contact our team today for more information about digital marketing or to schedule a complimentary consultation.

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