Agency for digital marketing in healthcare
Due to demographic change and the resulting increase in demand from the “Best Ager” generation, the healthcare market is currently experiencing strong growth. Regulatory requirements in the health and medical sectors can present challenges—but also opportunities—when proactively integrated into digital marketing strategies.
Digital marketing for healthcare & medical technology
Successful digital marketing in the healthcare sector
Despite various regulatory requirements in the European Union, digital marketing offers an attractive and efficient sales and communication channel. Those who adapt to the challenges will be rewarded with long-term success.
Legal and regulatory requirements as a competitive advantage
Numerous laws, regulations, and ethical principles must be taken into account when it comes to communication and marketing in the medical and healthcare sector. Due to the stringent requirements, most companies have their own legal department and regulatory affairs managers. The expertise of these departments helps to identify and avoid costly risks and protect the lives and health of patients as well as licenses and approvals. Accordingly, these departments often work at the limits of their capacity and quickly represent a bottleneck for any project. However, this challenge also holds significant potential.
Your competitors are facing exactly the same challenges as you. If you manage to efficiently take the requirements of these departments into account in your online marketing processes, you can act faster and more cost-effectively and thus gain a clear competitive advantage.
Here are some suggestions from our project experience.
Online demand is on the rise
The figures speak for themselves: search queries from both consumers and healthcare professionals are constantly increasing. Whether information on generics, diagnostic or specialist medical information or specific active ingredients or forms of therapy.
The internet or smartphone is increasingly becoming the preferred information channel. Be it pharmaceutical buyers, diagnostics laboratories or medical specialists - you can reach your target group with digital marketing. Many relevant terms show a steady increase in search queries - if you can position yourself well here, you can reach relevant users in your target group.
Search engine marketing: inform instead of advertise
It is often argued that advertising is not permitted in a medical environment. Different regulations apply in this context, and they can vary even across EU member states.
However, there is considerably more leeway when it comes to education and information. In other words, this is actually analogous to previous offline practices. And search engines love informative, high-quality content.
Our marketing services for healthcare and medical technology
Regulatory workflows and approval processes
Do you want to ensure that published documents and content have been approved by an authorized reviewer? Ideally, this should not hinder product managers and editors in the creation of content. We have already implemented the following options:
- The all-or-nothing approach: the live instance (e.g. store or website) is preceded by a review stage. The editorial work is carried out on this review stage and once approved, the content is published on the live instance.
- The on-demand approach: Workspaces are set up in the editorial system for the individual editorial areas. Product managers and editors publish to these workspaces. Each workspace makes the individual changes and publications traceable. When the workspace is approved by the reviewer, this workspace goes live. Up to this point, all changes can only be viewed by editors and reviewers in the workspace.
- The pipeline approach: If only defined sub-areas are affected by the regulatory review and approval (e.g. safety data sheets), integration with the existing workflow should be aimed for. Documents can be retrieved from the approval workflow and published automatically. This eliminates the need for editorial work relating to approval.
Online training and e-learning
Awareness about the superior effects and qualities of your products is the best form of advertising - so why not explain them in training and education units that require only minimal effort on your part? It doesn't always have to be an expensive congress.
- Multi-part video courses with chapter navigation
- Integration of SCORM learning content
- SCORM-compatible online tests with automated evaluation and creation of certificates/proof of attendance
- Course bookings for in-house or workshop courses
Audit-proof backups & content gating
Daily audit-proof backups
Sooner or later, you will have to deal with competitors who want to take unfair legal action against you. You may be accused of violating a law or regulation, and you may be confronted with arguments in which your publications have been interpretated or taken out of context. Can you provide audit-proof evidence of your publications and reproduce the original wording and full context?
- Daily audit-proof backups including file archive
- Review server for restoring daily revisions including files
Content gating
Do you want or need to protect in-depth content from access by unauthorized readers? Do you have documents that may only be downloaded by trained specialists? Or do you only want to enable product orders after screening and approval by the customer?
- Set up a gateway with a request for the user's consent/declaration.
- User authentication against third-party providers (e.g. DocCheck).
- Content areas with registration/login.
- Customer portals or learning portals with user registration.
- Search engine optimization and improvement of crawling/searchability.
- Product presentations with user-specific depth of information.
Your advantages with sitegeist
We offer you a free initial consultation in which we address your needs and planned goals . After an appointment or workshop, we will go into more detail and propose a customized solution. We have an experienced team who will work closely with you to ensure that you have a personal contact who is available to you at all times.
Our transparent performance monitoring allows you to keep track of your project at all times and make the best use of your budget. As a multi-certified agency, we ensure that we are always up to date with the latest developments and achieve the best possible results.
We believe that our expertise and support will help you build your own capabilities and achieve long-term success. When you work with us, you can rest assured that you will have first-class advice, customized strategies and a dedicated team to guide you on your path to success.
