The Algorithm Shift: Why MedTech Needs to Rewrite Its Social Playbook
Winning in today’s Meta marketing requires a different approach compared to when it was launched in 2004.
Understanding Meta’s Andromeda AI algorithm holds the key to success as well as understanding the evolution of Facebook and how it impacted MedTech brands specifically.
Why On-page Elements Still Matter for MedTech Webpages in the AI Era
It is no longer enough to just hire a standard copywriter to write your webpage; today, your copywriter must be deeply skilled in both your specific product and the technical art of writing for Web AI.
To make sure you product webpage is pulled up in AI summaries, you need to optimize your webpages for AI, including on-page elements — meta description, titles, headings and alt text for visual media.
Optimizing MedTech Product Webpages for the Web AI Era
For MedTech Product and Marketing Managers, winning the shift from traditional Web SEO to generative AI requires a completely new approach. Search engines now pull up short summaries to answer a user’s search query. To ensure that Google pulls up summary from your website, you need to optimize your website for AI.
Why Your LinkedIn Benchmarks Need an Audit: The Case for Median Metrics
LinkedIn posts vary wildly in performance. Some see high Engagement Rates (ER%) and Click-Through Rates (CTR%), others flop, and many fall somewhere in the middle. This volatility makes it difficult to judge true performance.
Yet marketers often rely on Average ER and CTR to establish performance benchmarks for reporting. But is this the right approach?
Tracking Awareness: 3 Metrics You Can't Ignore
When running an awareness campaign, the most common metrics med device marketers look at are the channel impressions - display, social media, emails- plus website traffic. But there’s a catch: Impressions do not equal awareness, impressions signify reach.
Should You Keep Posting if Your MedTech Social Content Isn't Hitting its KPIs?
Digital marketers are driven by data, but data that’s misinterpreted leads to the wrong conclusions.
When you social media posts underperform, is there value to continue posting?
Campaigns vs Always-On Marketing: Which One is Best for Growth?
Many med device marketers approach their strategy like a sprint: massive all-out effort for a single product launch, and then nothing for the rest of the year. Marketing is not a sprint, it’s a complex process balancing high-impact campaigns and the 'always-on' marketing. The question is: which one is best for growth?
Overcoming the Three Big Barriers to MedTech Marketing Success
The MedTech industry is highly innovative and dynamic. To stay successful, you have to keep developing a skillset that doesn't just meet today’s market but prepares your organization for tomorrow.
Do Banner Ads Actually Work?
Do banner ads work? Which banner ads are better? How much should I invest in banner ads? You may have heard that banner ads are good for driving (product/disease) awareness. But do they actually work?
How to Make Sense of Your Video Performance Data
When reviewing video performance, it’s crucial to look at the full picture rather than isolated metrics. At first glance, you might see industry benchmarks that appear much higher than your own, leading you to believe your video underperformed. But is that actually the case?
What is a Digital Marketing Strategy and Why is it Essential to Success?
Digital marketing strategy answers this question: How can I connect with my customer at the right time, on the right channel (platform) and with the right message?
Avoid These Costly Mistakes with a MedTech Digital Strategy
Digital marketing is not about running ads, or doing “random acts of marketing;” it’s about a strategic approach to reach a specific goal by leveraging different media — paid, owned, earned.
Are Your Hashtags Working Against You? Three Mistakes to Avoid
If your audience is not using the hashtags, don’t use them. Ask yourself: What purpose does this hashtag serve? Will it be discovered by my audience?
What is SEO and Why Does My Website Need It?
“How can I get my website to display on the first page of Google results?” is the most common question marketers are asked by Product Managers, Directors and Leadership. SEO is the answer. Or more preciously, by optimizing your website for SEO.