Digital Marketing for the Medical Supply Industry

When consumers are compelled to purchase medical supplies online, they are often in a position to make a quick decision, one driven by an immediate need, influenced by trust, comfort, and price. Other times, consumers might be searching for information about products, and they’re using product descriptions and pricing as leverage to make an informed decision about their medical needs. Business-to-business (B2B) buyers may be looking to make bulk purchases of medical supplies and may be driven by prices and availability of inventory.

Online shopping experiences have transformed how consumers search for and buy medical supplies. Medical supplies and medical equipment can range from small products like cotton swabs and bandages to more significant products like neck braces or home care hospital beds. Consumers use Google and Amazon for medical supply industry research, price comparison, and purchasing.

Every medical product that falls in this spectrum is classified and regulated by the Federal Drug Administration (FDA). Classifications of medical products come with varying levels of regulation, and when advertising and selling these products online, it’s critical to work with specialists who have experience advertising and selling products classified as medical devices.

We help manufacturers and sellers of medical supplies increase brand awareness and sales with expert Google PPC and Shopping management, SEO for medical products, as well as Amazon Advertising.

How do I increase sales in Amazon for medical supplies?

There are a number of things a seller can do to increase medical supply sales in the Amazon marketplace. Here are a few methods we suggest Amazon sellers use to improve product sales.

Allow Customer Reviews

Studies show that nearly 90% of consumers pay attention to online reviews. Reach out to customers who’ve purchased your products that you know have had a positive experience and ask if they’d write a review. This can significantly impact your Amazon rankings and improve visibility.

Organic Amazon Optimization

Amazon considers keywords in a product title when ranking listings, and with a maximum character limit of 200, it’s best to do some keyword research to determine what keywords have the highest search volume in the medical supply industry. Include product details in your listings to ensure optimal visibility to qualified traffic.

Offer Competitive Pricing

In Amazon, the key thing that differentiates one merchant from another is price. And though it’s not the only consideration, price is an important part of the Amazon algorithm that determines Buy Box eligibility. A seller doesn’t have to have the cheapest price – since other factors also go into determining the Buy Box – but pricing (including delivery) needs to be competitive.

How do I improve the quality of sessions in the medical supply industry?

Driving traffic to your site is half the battle, and when you’re working within paid traffic systems like Google Shopping, every click costs money. We use a sophisticated keyword strategy to target the right consumers who are actively searching for your medical products. We know how to use the right combination of keywords and negative keywords to make sure your marketing is targeting the right audience for your medical products.

What challenges exist when advertising medical supplies?

Products in the medical supplies and medical equipment industry are classified by the Food and Drug Administration (FDA) into three distinct classes. These classes are defined by the potential risk of the device or product. Each classification comes with particular restrictions for sellers. Products relating to dental and vision are included in these classifications.

Google has very specific policies for using their advertising systems to sell medical supplies and medical equipment. Google and other selling platforms require legal proof that you are allowed to sell medical products. Regardless of whether you’re looking to advertise across Google or Amazon, it’s critical to prove that you have the legal right to sell the product you’re representing.

How important is brand in advertising medical supplies?

Branding and product recognition are some of the biggest factors impacting sales of medical supplies and medical equipment. Products in this industry are often defined by their brand name. For example, cotton swabs are often referred to as Q-Tips; tissues are called Kleenex; and bandages are regularly called Band-Aids.

We shape much of our marketing and advertising strategies around improving brand awareness and product recognition, and increasing credibility and reliability in the eyes of consumers. We use trust-building factors across your marketing, leveraging available reviews, certifications, and endorsements wherever appropriate.

Should I implement MAP monitoring in the medical supply industry?

If you manufacture a medical device or product that is sold by various resellers, MAP (Minimum Advertised Price) monitoring is critical. Manufacturers should work with resellers to maintain a friendly relationship, rather than create cutthroat competition. One of the best ways to establish a good relationship with resellers is to establish proper MAP agreements that establish pricing tactics, where resellers can and cannot compete with the manufacturer. Vertical Rail has helped our clients to create and enforce these guidelines.

What experience do we have within the medical industry?

We’ve represented companies who sell devices classified as level 1, 2, and 3 by the FDA. We’ve worked with clients to sell devices and equipment of varying prices and costs, including lower-cost supplies like bandages and higher-end equipment like neck braces and knee braces.

As a Google Premier Partner, we have a high level of support available for our advertising across Google. If one of your products has an issue, we are connected with support teams at Google to help us resolve the problem.

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