Heart-Felt Marketing: Tips for Valentine's Day in the Medical Devices Industry

Show your marketing strategy some love this Valentine’s Day

Valentine’s Day is just around the corner but what does that mean for brands that specialize in medical devices and should they really care? This holiday is not just about teddy bears & chocolate. It is also one of the biggest commercial opportunities and a great way to make your brand stand out. While it is true that this holiday does not speak to every company out there, you can still redefine it to fit your philosophy. Love it or hate it, it’s a date that brands worldwide pay attention to and it would be a pity to waste it.

To get you in the mood, we prepared some steps you can follow to help you make the most out of this day in the easiest way possible. So, no need to worry if you do not have a plan for the 14th. You still have some time to take action. For now, sit back and get inspired:

Step #1: Craft a smart strategy

Mark the in your calendar and a reminder in advance so you never miss it. The best way is to prepare at least one month before the occasion. If you work with a marketing agency, they should be the ones to remind you and bring creative ideas ahead of time. In order to elicit engagement, you need customized and relatable content.

Golden tip for the best strategy: take the idea of love and implement it in connection to your brand’s values, while always keeping in mind your target audience.

Step #2: decide to whom we are addressing these posts to, your target audience

Medical device companies can have several levels of the target audience – will you be interested to address it to the final users? Or maybe the healthcare professionals/ doctors who are the direct device buyers? Or maybe you want to communicate with your distributors? Although all these people work within the medical device industry, they are all different and require a personalized approach.

A few ideas for the chosen target audience

• Posts that target the end user (B2C)

Let’s start with the end and final users.

Targeting the final consumers is a great way to capitalize on Valentine’s Day. You can consider promoting ideas of self-love, self-acceptance, and loving your skin while incorporating your brand’s values into these messages. Cute animations, hearts, and other motives will work perfectly in this direction.

• Posts that target the device buyers (B2B)

Consider service providers (doctors, therapists, beauticians). For them, you can create messages related to love, such as “I Love my medical device” or “We love our clients”.

There are many ways you can spin these in order to get personal. You can even go as

far as sharing love stories between customers and the results they have using your products and medical devices.

• Posts that target distributors / local partners

You can also target the distributors by sharing their success stories in their territories and countries.

We all know how important it is to strengthen the relationship with them and doing so also gives you an international vibe. It is very essential to tag them in these posts and add their logo. For example, you can share how many people used the medical device in the last year, or anything that displays the love the final clients have for your distributors.

Step #3: what about Employer branding? We LOVE LOVE LOVE it!

This is our secret recommendation of the day. Simply start from the idea of “We love our workers”. You can create a series of posts, some testimonials presenting your employees or the management and how much they love each other. You already know each other very well, so it’s easy to show the world what a great team you are.

At the end of the day, it’s hard to ignore the buzz around Valentine’s Day and you shouldn’t miss out on it. Simply put, people love the idea of love; they love their parents, partners, kids, pets, themselves, friends, etc., and that gives your brand a chance to leverage the power of feelings and engage with your target audience on a personal level. Give these tactics a chance!

Last one before you go… After investing so much in amazing Valentine’s posts, don’t forget to promote them. We do it with some great technologies that help reach exactly our target audiences with small budgets.

Need more inspiration? I included examples of campaigns from real clients operating in the medical devices domain. Check them out on Wizard of Osi and fall in love with these creative ideas.