As a medtech marketer, you know the world of medical devices is changing rapidly. The traditional approach to outreach just doesn’t cut it anymore, not when the stakeholders, patients, and healthcare professionals (HCPs) you’re looking for are more fragmented than ever before.
That’s why more medical device companies have been experimenting with and implementing omnichannel strategies. Widely used in B2C and B2B spaces outside the healthcare industry, the omnichannel approach has gained traction in the medtech sector in recent years, particularly among larger organizations, but companies of all sizes are quickly realizing the perks of a customer-centric marketing plan.
So, if you’re looking to stay competitive and drive more engagement in 2025, there are few better ways to accomplish this than going omnichannel. Read on for some essential tips for crafting an effective, data-driven omnichannel marketing strategy, or read our medical device marketing guide for a deeper dive into the concepts below.
What is omnichannel marketing?
First, it’s worth noting that omnichannel and multi-channel marketing—the traditional way of doing things—are two different concepts. Omnichannel marketing is a customer-centric approach to digital marketing where brands deliver a cohesive experience across multiple touchpoints and channels. Unlike multi-channel marketing, where channels operate in silos, omnichannel marketing focuses on creating an integrated journey that flows seamlessly, regardless of whether the customer interacts with your brand online, via social media, or in person. For example, in a multichannel strategy, a medtech company might separately use email campaigns to promote diagnostic devices to clinicians, social media to engage patients, and in-person sales reps to target hospitals, with little integration between these channels.
In contrast, a healthcare omnichannel strategy would create a seamless experience: a clinician receives a personalized email linked to a web portal with device demos, which syncs with a mobile app offering patient education resources, while the sales rep follows up with tailored insights based on the clinician's engagement with these materials. The omnichannel approach ensures all touchpoints are connected, enhancing user experience and decision-making.
In the medical device space, where sales cycles are complex and the industry is enforced with stringent regulations, an omnichannel approach helps ensure consistency across various channels—allowing your medtech company to build trust, enhance brand awareness, and create more personalized customer interactions.
1. Know your audience
The success of any omnichannel strategy begins with an in-depth understanding of your target audience. Medical device companies need to be laser-focused on the preferences, behaviors, and pain points of their key stakeholders, including HCPs, hospital administrators, and even patients.
To accomplish this medtech companies should start by segmenting their audience based on criteria like job roles, specialties, and engagement history. Segmentation ensures that the right message reaches the right people at the right time, maximizing engagement and the chances of conversion.
Data-driven insights are the key to effective medtech market segmentation and for finding your ideal HCPs. There are many important data points to manage and consider when developing an omnichannel strategy, but three that provide incredible value to your marketing team are: identity resolution, claims data, and affiliations. Let’s dive deeper into each of these.
Identity resolution data
Think of the devices you use every day to consume information or engage with a brand. Whether you’re shopping, working, learning something new, or watching the latest Netflix show, you’re probably using Internet-connected devices like smartphones, computers, smart TVs, and more.
Each of these devices represents a unique pathway—or channel—through which your audience interacts with your brand. For an omnichannel strategy to succeed, it's not just about being present across these channels; it's about capturing and unifying data from these interactions to engage the right people with the right message at precisely the right time.
Achieving this, however, is no small feat. Each interaction generates a unique identifier that marks a touchpoint, such as an email address, phone number, cookie, IP address, or device ID. Over time, these identifiers form a fragmented web of data, creating a challenge for marketers to unify these scattered signals into a coherent and actionable customer profile.
This is where the process of identity resolution comes into play. By connecting these disparate identifiers, you can understand when your decision-makers, users, or influencers are accessing your website, reacting to your social media content, performing mobile visits, completing event registrations, and engaging in other interactions. Paired with other pertinent information, this data helps you understand how they interact with your brand, how they can be reached via your omnichannel strategy, and how they fit into your overall targeting plan.
Medical and prescription claims
Claims are the next piece of the puzzle for creating an effective omnichannel marketing strategy. This data won’t tell you how your HCP targets are interacting with your brand, but they will deliver other critical insights that can shape your omnichannel strategy.
Medical, institutional, and prescription claims, such as those accessible in the Atlas All-Payor Claims datasets, offer information on your patient cohort, which you can use to learn more about the HCPs who are diagnosing, performing procedures, and prescribing to them. Data like diagnosis and procedure volumes, affiliations, referrals, Sunshine Act data, and more all contribute to fleshing out the patient journey and who your most valuable targets are.
Furthermore, claims data can also shed light on valuable demographic information including geography, age, gender, and more. Using this information, you can better build out your HCP and ideal patient profiles, translating to more effective engagement and optimized marketing across various touchpoints.
Affiliations
Claims are necessary, but the puzzle remains incomplete without affiliations data.
To complete the picture, you need affiliations data. By combining all-payer claims with affiliations, you can pinpoint where physicians are practicing, who they're referring to, who is referring to them, and potentially, who else plays a role in the decision-making process.
For example, if a healthcare provider has strong ties to a hospital, there may be a value-analysis committee involved in purchasing decisions. The same applies to physician group affiliations. To develop a comprehensive, multi-layered approach for messaging and targeting, consider these key questions:
- Who are the decision-makers, users, and influencers you need to engage?
- How should your messaging differ for each group?
- Where are they likely to seek scientific information?
By answering these questions, you can create a more targeted and effective strategy.
2. Craft a consistent brand message across channels
Consistency is key, so they say. Whether you promote a medical device through LinkedIn, send targeted email campaigns, or host in-person events, your brand message should remain cohesive and aligned across all channels.
Develop a unified value proposition
A strong value proposition is the cornerstone of an effective marketing strategy. For medtech companies, this means clearly articulating the benefits of your medical devices and how they solve specific problems in the healthcare ecosystem. All your marketing channels—whether digital or offline—should reinforce this message.
Adapt content to specific channels
While consistency is important, content should still be adapted to suit the nuances of each channel. For example, LinkedIn is a great platform for sharing long-form content, such as whitepapers or thought leadership articles, while platforms like X are more suited for real-time engagement with concise messaging.
Use content from webinars, product demonstrations, and case studies to educate HCPs on your device's benefits. Hosting webinars can provide valuable content that can be repurposed across different channels like LinkedIn, X, and more.
3. Measuring omnichannel success
A data-driven omnichannel strategy requires continuous tracking and optimization. To measure the effectiveness of your omnichannel marketing efforts, you should focus on KPIs like engagement rates, conversion rates, and customer lifetime value (CLV).
Track channel-specific metrics
Each marketing channel will have different success metrics. For social media, tracking engagement metrics like click-through rates (CTR), shares, and comments can help you assess how well your content resonates with your audience. For email campaigns, open rates and conversion rates are critical indicators of success.
Customer journey analytics
Understanding the customer journey is essential for optimizing your omnichannel strategy. By analyzing how HCPs interact with your brand across multiple touchpoints, you can identify pain points, optimize user experiences, and guide prospects more effectively through the sales funnel.
Optimize your medical device omnichannel strategy with Carevoyance
If you’re looking to set up your medtech marketing and sales team for success, and implement an effective omnichannel strategy, consider giving Carevoyance a try. Carevoyance enables medical device companies to develop detailed segmentation criteria and gather intelligence on their target markets, helping them deliver more tailored and effective campaigns.
By using data analytics tools like Carevoyance, companies can track how HCPs engage with their content across various channels—webinars, social media, or email campaigns. Analyzing these behaviors enables marketers to refine their messaging, optimize channel use, and improve engagement.
Learn more
Ultimately, adopting a data-driven, customer-centric omnichannel marketing strategy will be essential for staying competitive in 2025 and beyond. To learn more about the ins and outs, read our life sciences omnichannel ebook. And check out our guide for all things medtech marketing for more tips and best practices to navigate the medtech market and achieve optimal results for your medical device. If you’re ready to see what Carevoyance can do for you, book a demo today.
