Website Design & 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 they’re 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. For medical products across this spectrum, consumers are using a wide number of resources like Google and Amazon to do research, compare prices, and ultimately make purchases.

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 data feed management, expert PPC and Google Shopping management, and custom website development.

What is important to online consumers in the medical supply industry?

Payment options and payment processing are a few critical aspects for consumers purchasing medical supplies and medical equipment. Certain products may be eligible to be paid for in part or in whole through insurance, Medicare, or VA insurance. Products relating to dental and vision may also qualify for such payment options.

Price and perceived quality are other major factors influencing consumer behavior in this industry. When it comes to medical supplies, consumers appreciate quality at an affordable price.

What is an acceptable way to market around MAP policy?

It is absolutely critical to comply with restrictions around minimum advertising pricing (MAP) policies in the medical industry. Violations of MAP policy often come with swift and severe consequences. We’ve worked with dozens of companies that must adhere to MAP policy, making sure that all aspects of the policies are followed, including finer details that are often overlooked.  

How important is brand to advertising in the medical supply industry?

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, testimonials, certifications, and endorsements wherever appropriate. On a long-term scale, this approach helps consumers make straightforward decisions about their purchases.

What are three things I can do to increase sales in Amazon?

There are a number of things a seller can do to increase medical supply sales in the Amazon marketplace. Here are three 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

 It’s crucial to optimize your product content. 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 – the Amazon Keyword Tool can assist in finding popular long-tail keywords related to the medical supply industry.

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 increase the quality of sessions in the medical supply industry?

Like many ecommerce industries, 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 are common disapproved ingredients that can get a site flagged by Google? By Amazon?

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 make sure you have legal right to sell the product you’re representing.

We’ve worked with businesses selling medical products in all three classifications, and we’ve used a variety of advertising systems and marketplaces to do this. It is hugely beneficial to work with a company that has experience working within these marketplaces so that you are able to stay visible across the right platforms.

What experience do we have within the industry? 

As a Google Premier Partner, we have a higher level of support available for our advertising across Google. That means if one of your products has an issue, we are more connected with support teams at Google to help us resolve those issues.

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