We live in the age of the science and technology. We also live in the age of the empowered consumer; everyone is looking for a better, less expensive way of getting optimal results and healthcare providers are no exception. WoundSource, for example, is designed to serve clinicians with a tool to research, compare and educate themselves with the information they need to make an informed decision about their market options. Wound care medicine is increasingly driven by the need for evidence and outcomes. This need demands a display of science. Here are a few basic content components to keep in mind when creating scientific content to support the marketing of your products.
Describe Your Technology in Detail
Without giving away proprietary information, wound care product marketers still have a great opportunity to explain precisely what it is their products do and how they perform. It’s not enough to simply state what your product is: consumers need to understand how it works differently from the market competition. Add visual elements to describe your technology; when addressing a product feature, explain why and how this attribute sets you apart from competitors.
Show off Your Media Skills
Pull in your staff clinicians and graphics team, prop up the camera, and create a multimedia experience for your potential buyers. Short videos are a great way of introducing the science behind your product. Make a demo available on your product landing page; it need not be long to offer the details necessary for a prospect to visually learn what they need to in considering your product. Another compelling video message might be offered by inviting a current customer to offer a testimonial, sharing their experience and discussing your technology.
Give Them Data
If you have clinical studies, case studies, posters, white papers, articles—any published literature on your product technology and its performance, make it available to your clinical consumers. Being immersed in wound care products and research, the first thing I always look for on a product website are the product resources. Build this data and research into your product landing page content and make it stand out: use bulleted lists, add graphical elements, and substantiate this content by giving website visitors the full context in the form of links and downloads to your clinicals.
Make it Accessible
A recent conversation I had with one of our clinical content partners reminded me that health care providers really have a great need for science and research information…on their terms. Not everyone has time to attend conferences or catch up on the latest journal articles. Whatever information you might make available at a tradeshow, make that same information available on the product website. Wound care marketers can make every day an exhibit hall experience for prospects right through their websites! Put the data and research at the clinician’s fingertips and offer them an experience that gives them takeaways , such as brochures and the clinical works mentioned above, and different ways of collecting information about your product. I visit a great number of wound care marketer websites in my editorial role at WoundSource. I love it when I visit a product landing page that gives me the full product story and not only describes the key technological features of a product, but offers me full on-page access to the science and research behind the product. Many marketers are already adopting the empowered consumer by making the technological details and evidence the focal content on their product landing pages, helping clinical consumers make truly informed decisions based on science.