Bringing a medical device to market is a challenge. From conceptualization and production to clinical trials and approvals, the process is a lot. In between all of this comes marketing. You may find yourself confused about when to start talking about your product, and to whom, and when to start promoting at tradeshows. We are here to help guide you through this.
Medical Device Start-Up Soft Launch
So you have your device, you are doing trials, and things are looking phenomenal. You may not have official FDA approval yet, but that doesn’t have to stop you from marketing! Bringing positive awareness to your medical device as early as possible is a huge win, and trade shows are a great way to do just that.
At this stage in the game, you can’t necessarily sell your product yet, but the awareness factor is important. How do you stand out in a sea of ready-to-launch medical devices?
- Tangible evidence of the efficacy of your device.
- On-site demonstrations to hype people up about your product
- Interactive displays such as 3D animations depicting your device in the field
Diving a little deeper into the three thoughts above, let’s talk about how you can do things like this and make it count. First things first, we know you have your hands full with all the medical device startup logistics. Partnering with a firm like Echelon can place the marketing heavy lifting on us while you focus on your product. Through a cohesive partnership we are able to plan what is best for your target audience.
Tangible Evidence
Having tangible evidence of the work your medical device can do is paramount. Just like the saying goes, don’t just talk the talk, walk the walk. If you have done any studies, have the highlights on-hand to show off. Even better yet, use these figures for your booth design or posters. Draw an audience in with impressive visuals and facts.
Demonstrations
Folks love interaction. This is why we attend trade shows, isn’t it? Having a demo of your device on-site is a great way for your audience to see it live and picture it in their own medical practice. This is a great opportunity to host informative info sessions about your device and why it will make a difference.
Interactive Displays
Impeccable crafted 3D animations can bring to vision how your machine operates and what it does in the medical field. From blasting cancer cells to cardiac catheterization, with 3D animation done well you can show your visitors how your device works inside of the human body.
Now, FDA approvals are a moving target, and can sometimes even happen while you are attending a tradeshow, soft-launching your device. If this happens to you, huge congratulations!
For this reason, it is incredibly important to have company partners and executives on hand to deliver the message in real time. What could be better than having a number of people in your exhibit while you disclose this information! That means that aside from you, they are the first to hear it, making them part of an exclusive few.
Medical Device Start-Up Hard Launch
Once you’ve gone through all the soft launches and approvals, congratulations – it’s time to move up to the hard launch phase which also means SELLING.
Trade shows are oftentimes places where you can strike deals with new clients, especially those first few who are willing to give your device a try. This kind of audience is most open to adopting new technologies when they are presented with the statistic and scientific information.
This means it is time for you to:
- Have the device on the tradeshow floor
- If applicable, hold live demonstrations
- Host a demonstration and invite many of the high-rollers to invest in your device for their medical practice.
- Make sure you have your strongest leadership and strongest sales team members on hand to close the sales.
- Promote through digital media channels with a concurrent presence on the show floor to add credibility and boost effectiveness to the news cycle.
Having the device on the trade show floor
Similarly to a soft launch, individuals who are in the market for a device like yours want to see it in person. How large is it? Is it easy to move from one patient room to the next? How does it operate?
Having a schedule of live demonstrations is a wonderful way to engage, impress, and ultimately sell to your audience.
Staff your exhibit exceptionally
The hard launch of your medical device is your time to shine brighter than ever before. First impressions make a huge impact, right? You want to staff your exhibit with folks who are enthusiastic about the device, strong sellers, and know the product inside and out.
You also want to make sure leadership is there to take on any big closing deals that hopefully come your way as a result of all of your efforts.
Promote Promote Promote
Beyond your exhibit, a hard launch is the time to be all over social media, taking news interviews, and promoting the heck out of your device. From press releases to trade show website banners, make sure to make yourself known.
Echelon Design specializes in custom exhibits designed to showcase your unique brand in an unforgettable way.
Contact us today if you’d like to get started on a proposal!
