Medical Equipment Marketing Tips
Medical equipment companies often market their products directly to the physicians who will use them. The goal is to get a doctor to try the product in a medical setting, for example, and be so satisfied with the performance of the product that he uses that brand for all of his surgeries. The hospital system where surgeon practices must approve the medical equipment that is used there. Pricing of the products is also negotiated by the hospital. In some cases, physicians' office buildings or hospitals may team up to form a group purchasing organization.
Doctors are busy those who are called by numerous product suppliers, including medical equipment and pharmaceuticals companies. Developing a relationship may take many of phone calls and asking the doctor in person several times to make sales presentations before she could even consider using these products. The physician may have been by using a competitor's equipment for a number of years. Even if your product is superior, you should gain the physician's trust before she will consider using the services of you.
Invite doctors to your home office or manufacturing facility, illustrate the products' uses and show why your products are better than those of your competitors. The impression the doctor kinds of the company which makes the products -- including it is capacity for innovation -- will affect his decision to work with the equipment.
Distributors often represent a variety of medical companies' products. The hospital or surgeon would rather deal with a few suppliers than many, as it helps you to save them time if a few suppliers can meet all their medical equipment needs. Distributors currently have gained the confidence of the doctors they work together with regularly. Having them introduce your product to the medical community can make it much easier to penetrate the market than using your own sales team. Another good thing about distributors is that they absorb much of the marketing cost, including the compensation with their sales agents.
Look at factors such as population growth and the number of doctors in a town or region and focus your marketing efforts on those areas first. Another strategy would be to look at locations where your major competition are not adequately offering the market, as this presents you with an possibility to gain a dominating position in these marketplaces.
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