Quality marketing of a MedTech / Digital Health / BioTech / MedSci startup is integral to it’s success. For disruptors there is often a need to educate an audience who don’t even realise they need your product. Achieving this goal takes time. It might be a marathon effort, but in the early days it doesn’t need to be difficult. Work piece by piece and, by the time you’re ready to start shipping, you’ll have an established digital footprint that speaks volumes. An iterative approach may even help you stay on the road to success during the journey!
This article is intended to be used as a reference and you should consider bookmarking it due to the sheer volume of information (and useful links) contained within! That way you can revisit it throughout your startup’s journey, because not all of the topics covered below will be applicable to you straight away.
Another reason that using WordPress to build your website is a great idea is because you get a blog in the box. Since it started life as a blogging platform and still retains those inherent features it’s a relatively simple procedure to get yourself up and running.
Essential Tips for WordPress Blogs
- Ensure you change the permalink (url) structure to be SEO friendly at the very beginning. If your WordPress blog has been running for a while and you haven’t already done this, proceed with caution! It will affect search engine indexes and could impact traffic to your site unless you put appropriate redirects in place.
- If you plan on cross-post blog articles to other platforms such as Medium make sure you understand what a canonical URL is and decide which site should be attributed as the one that hosts the original content.
- Assuming that you’re blogging about topics related to your startup running a blog will enhance the SEO of your website and bring you new visitors, who may become leads. Growing an audience takes time so don’t expect success overnight but there are techniques that can help; check out this Medium post about how Ahrefs did it.
- When you start blogging learn about writing headlines that grab attention and entice visitors to read more. Newscred and Mark Growth each have articles that may help.
Communication is one of the most important aspects of building your brand’s presence, and by extension preparing the market for your products and services. If you’re not out there talking about it nobody will know! Given that you have established a website, blog and recognisable image, telling your story is the next natural step.
Know Your Audience!
Most organisations have six stakeholder markets they’ll need to communicate with. These include:
- Existing customers
- Prospective customers
- Internal (Staff/Board)
- Partners and Suppliers
Develop A Content Marketing Strategy
One way to remain engaged with these segments is by developing a content marketing strategy, keeping your six markets in mind. Another excellent article about documenting and ensuring the content marketing is aligned to strategy is available from NewsCred.
It is also beneficial to consider what consumers want from brand content, which boils down to being different and authentic. In other words, don’t write an article about how “We are building a stethoscope that even a baby can use” if you have a bog standard design that is complicated to operate. It’s considered click bait if you don’t make good on your promises and will only serve to drive your visitors away.
With the strategy in hand, you can then use tools like blogging and social media to achieve your goals.
Become a Social Media Guru
There is no need to be active on every social media platform, just where your target market is. Felicia Sullivan’s article on the subject makes this point well. Use your customer insights and research as a guide for where to hang out! To help you choose here is a summary of platform strengths and weaknesses and some ways to get more followers.
If you have limited time and resources (likely) and multiple platforms to manage, services such as Hootsuite and Buffer have a free tier and help you manage multiple accounts across platforms, identify opinion-leaders schedule posts and engage in two-way communication. They also have pretty good mobile apps so you can manage aspects of your engagement away from the desk.
Social media takes time, from both a management perspective and in order to develop an audience. This is another reason we suggest starting early, so you can grow your brands digital presence organically by commentating on the development of your progress along the way. Share the highs and the lows, people love to feel emotion!
♥ Create Content People Love ♥
There are loads of great web applications that can speed up the process of creating original, copyright-free images and designs for your social media posts.
For posters, social media posts, infographics, and more try Canva. It’s a fantastic, cheap and fast way to develop professional looking graphics for digital as well as print.
Illustrations are a fantastic way to convey complex ideas in a simple and attractive manner and are coming into vogue at the moment. For some freebies check out FreePix and Pixabay to get started or talk with us if you need some custom illustrations.
For quality, copyright-free photographs Pexels and Unsplash are both great, or multitask and use an aggregator / search engine like Everypixel. To get away from generic looking stock photography, try Australia’s own Aus Stock Photo otherwise there are lot’s of quality (paid) microstock agencies including Dreamstime, Shutterstock and iStockphoto.
Finally don’t forget the camera on your phone which is probably capable of taking high SLR quality photos. It”s with you all the time and nothing beats authentic images to match your story. Take Smartphone Photography 101 or consume some tips and get snapping!
We’re Here to Help!
Now you understand the how it’s time to ask yourself —are you prepared to handle this task? If you’d like some help with all this marketing business we offer sensible rates to Medical and Healthcare startups at any stage of their journey. We are experts in medical marketing, which means that working together costs less than the time it would take you to do it yourself. So, if you’d like some expert help, let us know!