Maximize Medical Device Lead Generation Using HubSpot

Do these four actionable steps to reach the right medical device audience through the best channels at the right time.

Medical device sales and marketing require extensively and consistently educating stakeholders about the company, the device, and its value. Providing web pages, blog articles, and other digital content using a tool like HubSpot Content Hub is the first step toward making the information easily accessible.

However, just because information is accessible doesn’t mean people will see it. You still have to figure out how to get that information in front of them.

Here are four actionable lead generation steps medical device sellers and marketers can take to increase awareness and garner the interest of people or organizations that can propel the company forward.

1. Build Target Lists

The first step of any medical device sales or marketing campaign is building a relevant and accurate target list of your ideal customer profiles. Each company will have specific criteria for its ideal investor, patient, physician, or health system.

2. Use a CRM

Sales and marketing require communicating with people and companies—a lot of them. Tracking everything on paper, in email, or spreadsheets is not conducive to effective business growth. Managing data via spreadsheets can become unorganized and fragmented, making it virtually impossible to be effective and see the complete picture.

A CRM system is a must for medical device companies that want to build a highly efficient, growth-driven sales process and ensure no stone is left unturned.

A CRM is invaluable even for very small, targeted lists. After all, if sales and marketing are done correctly, the list will continue to grow with qualified customers. So, building a repeatable sales process in the CRM when the list is small is highly beneficial to ensuring productivity for lean teams and having a robust process in place as the company grows.

There are over a thousand different CRM systems to choose from—that’s a lot! When we started our agency, we used Salesforce internally and for most clients. As soon as HubSpot launched the CRM in 2015, we quickly—and easily—made the switch.

Why we recommend HubSpot CRM: this web page says it better than we can! Why Choose HubSpot

3. Promote Content in One-to-One Sales Conversations

Getting medical device stakeholders to invest in, use, or promote a new device requires honest, voice-to-voice conversations. The trick is knowing how to create those conversations with your target lists.

It starts with having something to say. Sellers must have a clear message to educate people and start conversations, which is where the digital content library of highly relevant and valuable information comes into play. It enables founders and sellers to maintain a constant communication stream, build relationships with their prospects and customers, and earn trust.

HubSpot Smart CRM offers sellers measurable and productive ways to communicate with their target prospects in one-to-one conversations.

1. Email Templates: While sales best practices include a personalized approach, each target segment typically faces similar issues. General talking points that address common priorities, concerns, or objections can be outlined in reusable and easy-to-access email templates. The best part is that HubSpot sales analytics can help sales teams hone in on templates that get the best response.
2. Snippets: After communicating with many target people and organizations, sellers typically develop specific short phrases they repeatedly use. HubSpot Smart CRM makes it easy for sellers to save their go-to copy and pop it into their sales messaging with a quick shortcut.
3. Sequences: It’s a beautiful day when a seller gets a response from a new sales conversation after the first attempt—but it typically takes multiple attempts in multiple formats using various channels to get a person who has no idea who you are to agree to meet with you. Planning a cohesive, multi-touch sales campaign for a specific target segment is the most productive way to make inroads. HubSpot sequences allow sellers to enroll entire target segments into an automated, sequential, one-to-one sales campaign with pre-built content that can still be personalized. Sequences allow sellers to strategically and efficiently communicate with more people, ensuring a consistent approach and that no opportunities slip through the cracks.
4. Playbooks: One thing is clear about our human existence: we are predictable. In most sales processes, individual buyers in specific target segments need the same information and ask the same questions. Playbooks include scripted talking points and guidelines ensuring everyone knows and can access the best practice messaging.
5. CRM Notes & Tags: When trying to build relationships with multitudes of people and companies simultaneously, it’s easy to either forget the essential details of a conversation or to follow up entirely. Tracking important data and keeping good, easily accessible notes about the reason for reaching out and the next steps are essential for sales productivity and successful outcomes.

4. Promote Content One-to-Many Using Digital Marketing

While directly targeting medical device stakeholders for one-to-one sales conversations is a surefire way to start a conversation, sometimes decision-makers are actively searching for a solution or are experiencing a situation that makes them more susceptible to engaging in content that passes in front of them.

Promoting medical device sales and marketing content broadly through digital channels that are prime for specific target audiences allows them to learn about the company and start to understand its value.

HubSpot offers an all-in-one platform that enables marketers to share content broadly and strategically using:

• email marketing,
• social media scheduling
• ads management
• forms
• calls to action (CTAs)

A strategic medical device lead generation plan and HubSpot tools work together to ensure your sales and marketing content reaches your target audience at the right time and through the right channels.