Marketing for in-vitro diagnostics, point-of-care tests, and more.
Recent public health crises have placed specialized point-of-care testing at the forefront of consumers’ minds. Today, a large segment understands that “lateral flow” means more than just pregnancy tests. Most people now have experience with at-home testing, and many even understand diagnostic classes and sampling methods. As wearables and smartphone integrations increase, the industry is expected to grow further. As the market explodes, however, many diagnostic device developers struggle to connect their science with distributors and end-users.
Today, this industry is extremely competitive. To stand out, diagnostics and medical device companies must be aware of shifting market dynamics and respond accordingly. This is a full-time job, and it takes resources away from R&D. In response, many companies establish small, internal marketing departments that aren’t up to the task. A dedicated, specialized marketing agency removes such burdens. New product launches become more efficient, comprehensive, and effective, while existing products find new life. Marketing helps ensure that products, packaging, and IFUs are designed with end-users in mind.
Got a new diagnostic or wearable? Find out what the competition is doing right, what you could do better, and how you can gain an edge. Competitive analyses of the diagnostics and medical device market provide insights into what users expect in terms of functionality, pricing, and usability. From here, you can discover potential markets, how to access them, how to distribute your product, and how to set prices for success.
In the past, traditional diagnostics marketing has been technical and directed towards medical professionals, often at the expense of the layperson. However, recent global health crises have highlighted the importance of point-of-care diagnostics for everyday consumers, and they've become more invested and attuned to medical messaging. Still, many established companies persist in communicating value in a science-only way. Traditional messages need to be updated to connect with today's savvy consumers. Marketing determines the messages needed to connect with modern end-users who want to know "what's in it for me."
The "movers and shakers" in the diagnostics and medical device industry attend tradeshows, publicize their research collaborations, and appear on podcasts. They're subject-matter experts for the trade press. They maintain an active presence in the market. You should, too: integrating these elements into your marketing plan can strategically position your brand as a thought leader and innovator in the field.
High Touch Group has deep roots in the diagnostics and medical device industry. We competitively position our clients’ products in the market and build winning marketing plans with a strategy-first approach. Your High Touch Group account team works to execute your marketing plans end-to-end, including copywriting, design, event management, media buys, and more.
For more information on our specific services, click here.
High Touch Group is a privately held consultancy that helps science and engineering clients market existing products and services, showcase their value, develop and launch new products, engage with investors, generate leads and drive revenue.