Marketing & Sales
Targeted marketing of medical devices–getting the core message efficiently to the customer
Medical devices are products with a medical purpose that are intended by the manufacturer for use in humans. These include implants, products for injection, infusion, transfusion and dialysis, human medical instruments, software, catheters, pacemakers, dental products, dressings, visual aids, X-ray equipment, condoms, medical instruments, laboratory diagnostics, products for contraception, and in vitro diagnostics. Unlike drugs, which have pharmacological, immunological, or metabolic effects, the intended effect of medical devices is primarily achieved through physical means.
Depending on the medical device class (class 1, 2 or 3) or on the country the medical device is planned to be marketed in, regulations such as the FDA CFR 21 Part 807, FDA CFR 21 Part 820 or the European Medical Device Regulation (EU-MDR) apply.
The positioning of the medical device should, if possible, achieve a unique selling proposition (USP) in order to differentiate it from those of your competitors. This could be, for example, the reimbursability of a medical product by the statutory health insurance (GKV) or the use of a patent-protected active ingredient.
Pharma Expertise Consulting supports you with individualized marketing and most efficient market channels to sell the medical device. We are also happy to take on the development of the overall strategy.
Medical device marketing
- Direct marketing (mailings / addressing the appropriate target group)
- Medical marketing (communicating medical/scientific topics to specific target groups, choosing appropriate media)
- Digital marketing (website creation, advertising in online channels, social media marketing, SEO management)
- Referral marketing (loyalty programs, customer-acquire-customer programs)
- Trade marketing (distribution channel management via wholesalers, offline and internet pharmacies, etc.)
- Direct-to-customer marketing (Internet, TV, print, radio, sales promotion, point-of-sale advertising, e.g., through display stands)
- Classical OTC medication marketing (advertising to the target group, e.g., doctors and pharmacies, education and training of the sales force, involvement of opinion leaders, presence at trade fairs, sales force support, customer loyalty programs, point-of-sale advertising etc.)
- Regulatory affairs marketing (reimbursability through additional benefits, protection through utility models, etc.)
We take over partial areas, but are also happy to develop the entire marketing strategy for your medical product.
In cooperation with market research institutes (e.g., IMS Health), Pharma Expertise Consulting performs analyses of consumer and purchasing behavior as well as the derivation of sales potentials. Then, we adapt your marketing and advertising strategy to these results.
Brand Positioning
A successful market launch requires an unmistakable, memorable, and representative brand identity. It conveys the main message of the drug, e.g., a specific indication or the benefit of the product. The brand should evoke positive associations and build long-term trust in the product. In this context, the product design is essential for the brand’s recognizability as well as its acceptance by the target groups.
Public Relations (PR)
We make trust and ethics visible in your corporate image!
Trust and ethics are particularly important in the promotion of medicinal products. A solid and trustworthy image is indispensable today: in times of crisis, during management changes, and restructurings and targeted issue management, but also in long-term cooperation with the media and the establishment of digital structures.
PR Services
- PR strategy and concept according to your corporate identity, products, and brands
- Press releases for consumer and professional media (consumer and professional PR)
- Media planning (ads, TV commercials) and collaborations
- Product launches and events
- Marketing and social media strategy
- Influencer relations
From OTC and Rx marketing to successful brand registration and efficient PR: We are happy to support you! Just get in touch with us.