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By: stephen baker

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Sunday, 24-Jun-2012 10:46 Email | Share | | Bookmark
Do hard copy brochures still have a place in today's digital era

Before the internet technology came into being, medical devices companies were only using hard copy brochure to market their products. Although these may take a lot of time to write, type and print out, people still made use of them as potentially the only channel to disseminate content to prospects (distributors, physicians, or patients). This method of medical devices marketing however does not provide enough interaction between medical devices companies and customers as it is only one way with lack of real consumer feedback.

In recent times, medical devices companies have started to realise the merits of enhancing the frequency of interacting with customers and prospects by offering more content through the use of email marketing and production of online newsletters and allocating more budgets to these as a part of their medical device marketing.

Why email physicians, patients and other prospects? Well, it eradicates the costs involved in printing hard copy materials and posting them to customers. Digital formats also provides a spontaneous route for medical marketers to move forward with content produced at all times while delivering them on the fly without waiting for an exhibition or the mail.
Prospects will anticipate it, if its good.

As times goes by, medical devices marketing emails grow in popularity and so are the websites which companies had designed for their products and services. In many cases, they upload contents of the brochures on the website but this is not a must. It is purely the decision of the company. It should be noted however that brochures are still important and medical companies should not abandon them altogether despite the benefits offered by the internet and the saving involved in not printing them.

Things have really changed through the past years with regards to content production and sharing. There is much news these days about the use of search engine optimisation techniques which has the capacity to promote any websites to the top of search engine. This will enhance the visibility of such websites and also bring in more prospects. All it takes to maintain the rank and visibility of the website is to always create contents on continuous basis, interact with existing customers and prospects and to disseminate it to medical prospects without the use of hard copy materials but in information rich content.


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