There isn’t much variety when it comes to the appearance, tone, and functionality of websites for medical device companies. It’s likely that you’ll find quite a few plain sites with white and blue themes, stock images, and simple layouts.
Your medical device website doesn’t have to follow suit. From design to content, your website can stand out from the others.
If you’re interested in creating a medical device website that won’t blend in with the rest yet appeals to healthcare professionals, read on.
Although originality and medical devices might not seem to go hand in hand, it’s necessary in order to stand out. Modeling your company too closely after another company won’t give potential customers any motivation to pick you over your competitor.
Also, typical sales talk and worn-out phrases aren’t exactly compelling and you won’t likely reach many new customers. It’s wise to come up with a fresh angle that hasn’t been used before.
Establish a company image and voice that are unique so you aren’t just lost in a list of similar companies.
First impressions make or break websites. If you want to differentiate your website, you’ll need to embrace the bold and steer clear of subtle.
The colors you choose, from your background to your company’s color, will give your site a high impact look that sets you apart. A boldly designed site conveys a message of confidence, quality, and sophistication. All of these qualities are key when selling medical devices.
Step outside of the usual blue and white that’s so dominant in the themes of healthcare and medical equipment sites. The result will be a striking website that is memorable and attractive.
Understand Your Target Audience
Medical device companies that want to stand out online have to know and understand their target audience. Your goal is to create a message relevant to a specific target niche.
Examples of relevant subjects for medical professionals include:
- Surgical equipment such as shears and staplers
- Ultrasound probe repair
- Wound closure products
Understanding your target audience will help you demonstrate that you relate to the customers’ concerns, which helps foster a connection between them and your company.
When a real connection is established, it’s likely that company-customer interactions will increase. This almost always leads to more traffic and increased conversions.
Take time to research target demographics periodically. Also, change up your targeting or wording if necessary in order to reach your target audience.
Start a Blog
There’s no doubt about it, blogging and content are essential to standing out online. A website is a rather static thing, but blogs present fresh, helpful information on a regular basis.
Blogs accomplish many things. They present relevant, useful, regularly published information for a target audience. This is important because frequently published content encourages repeat visitors.
Blogs also give you the opportunity to invite customers to take the next step in learning more about you and what you offer.
A blog will also put you in better standing with search engines, which are what potential customers are using to find products and services in the first place.
The more pages your website has with blog posts, the more pages you will have indexed with search engines. Google indexes new content on blogs and picks up the context of the content, which results in more traffic generation.
Medical device companies have a lot of subjects, customer concerns, and product information to choose from when writing blogs. Your customers will appreciate your efforts and will remember your company.
Sincerity is an understated quality that many companies miss. If you want to stand out from other medical device companies, make sure you always indicate sincerity with your customers. These customers will feel better dealing with a company if they know they matter and will be taken care of.
Your company should have a distinct, inviting personality. Engage with customers in the same manner that you would if they were a friend. In doing so, you’ll build trust and loyalty.
Sincerity encourages customers to choose you over a company that appears to be all about profit, with little concern for them. They want to deal with a person, not a robot. This is true on both small and large scales.
Take measures to ensure your customers that your company cares and wishes to establish a good relationship with them.
Focus on Benefits, Not Features
Many websites will rattle off a list of their product features. It can be impressive and may even win over a few customers. But features can only get you so far in online marketing.
A product can only have so many features before additional ones may be too much or of little value. And there’s always the possibility that another company will develop a product with features that are just as good, if not better.
This is why your focus should be on your product’s benefits. With product descriptions, blog posts, and other content, you need to be able to express to a customer why they need your product and how it will improve their practice.
Are your products a solution to their problem? Will your products make a significant difference in the quality and efficiency of their work?
These are the questions your website should answer. Presenting the benefits of your products is more compelling than simply emphasizing features.
Make Your Site Clean and Easy to Navigate
Medical device companies need clean, crisp websites with easily located information. This is essential for good conversion rates.
A messy website suggests a messy business. There’s no room for clutter on websites for medical device companies.
Your company logo and contact information should be in clear view on your website’s main pages. Your menus should be easy to find and simple to navigate. Busy, cluttered websites are often abandoned by potential customers.
You have to design smart to accommodate visitors’ short attention spans. Don’t overload visitors with too much information and make sure they can quickly figure out what to do.
Design, Strategy, and Personality: Websites for Medical Device Companies
To stand out among many competitor websites, you must make sure your design is clean, your marketing strategy is solid, and your company has a distinct personality.
For more design and marketing tips and information, feel free to explore our other posts.