Take a look at a few of our favorite campaigns, and start pondering on how your company can leverage similar tactics.
3. Medical Realities’ Surgical Training with Virtual Reality
Example of: Video Content Marketing
Talk about a neat way to use new technology.
The Medical Realities Platform is a virtual reality platform designed to teach complex healthcare topics to healthcare professionals. To start his company, co-founder and Chief Medical Officer Shafi Ahmed performed a live 360-degree operation on a cancer patient.
This video was watched by nearly 200,000 people.
This was one of the first real examples of 360-degree videos from the point-of-view of a patient. It’s certainly an inventive way for surgeons and medical residents to see a common procedure from an uncommon vantage point — and the results speak for themselves.
2. HIMSS’ Podcast Network
Example of: Audio Content Marketing
Many healthcare brands — both B2B and B2C — are beginning to dabble in podcasts as part of their content strategy. In fact, the Content Marketing Institute indicates that almost one-fifth of B2B marketers have adopted podcasts as part of their tactical catalog.
Consider HIMSS — a company with a mission to provide better healthcare education through IT.
Their brand has launched 13 different podcasts that range from interviews with experts in various healthcare topics to mentorship podcasts and discussions of major industry trends.
The HIMSS Privacy & Security Podcast is an educational podcast that provides healthcare professionals with insight into privacy and cybersecurity topics (including tips on compliance and regulations!).
Podcasts use amongst B2B marketing strategies grew almost 50% from 2016 to 2017. And the demographic profiles of the average podcast listener are quite appealing to B2B companies. Those who listen to podcasts, for example, are 68% more likely to have a post-graduate degree. They’re 51% more likely to be working in management. And they’re also 60% more likely to be in professional fields.
1. BFW Inc.
Example of: Advanced SEO
Sometimes the best results come from strategies that focus more on fundamentals than on trendy tactics.
Such is the case with BFW Inc, an American manufacturer of surgical headlights.
Through aggressive onsite search engine optimization, highly targeted content, and wildly successful backlink outreach campaigns, BFW now dominates every single keyword in their industry.
We’re not kidding.
They’ve pushed out much bigger (and more well-funded) competitors, and rank #1 for more than 50 variations of “surgical headlight.”
This is especially impressive because most B2B health marketers struggle with their SEO and content marketing strategies, with only 30% getting an ROI they’re happy with.
Their campaign should be a strong reminder for B2B marketers to focus on the fundamentals before you drain your budget on trendy ideas. This type of campaign requires massive amounts of marketing discipline, strategic thinking, and patience.
But now they’re getting more leads (and of much higher quality) than they’ve ever had.
Build a B2B Digital Marketing Campaign That Suits Your Business
Successful B2B healthcare marketing campaign is complex and often need the help of an entire team of digital marketing specialists to execute.
Jumpfactor’s team of expert medical marketing specialists provide full-service digital marketing to healthcare solution and medical technology providers. Contact us today to learn how we can work with you to design a strategy that rivals the very best.