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Hello everybody - we have the opportunity to work with a company that is marketing a licensed procedure/method to physicians. If anyone has experience and ideas on how to effectively reach doctors, we'd love to hear any suggestions. Thanks --
Hey, Terry. Docs are notoriously tough to reach. The front desk is the gatekeeper, and flat mail is unlikely to get through. Online presents its own problems, since docs don't spend a lot of time in that space, but they do tend to Tweet a lot. Twitter might be a good place to start—a regular engagement strategy supplemented by ads. Also, you might want to use one of the online finders to track down the hottest medical forums and engage with those. Not sure how RNs figure into the equation, but they might be easier to target with premiums and promos...
Video might also work well depending on the product. If it's really innovative and you can come up with an idea for a series (multiple videos increases viewership exponentially) you might get some traction. But you'd still have to promote it, at least initially. Maybe give away some insane luxury item, like a Patek Phillipe?
Terry, although our situation is a little different, we did need to get a message to surgeons about a unique coating application for surgical equipment. We placed ads in several publications that reached orthopedic surgeons to build awareness of this new application. We also submitted press releases to these publications and through online wire services. All backed up by a new website with landing pages where you could order samples and testing of the product. End results were excellent.
We've had great results from trade shows sponsored by professional organizations, such as the American College of Emergency Physicians (ACEP), targeted to the specific markets our client's medical devices apply to. Most shows offer direct mail/email lists so you can communicate to the attendees pre and post show as well as show collateral and sponsorships. Lead generation can often be slow as physicians for the most part are late adopters. However, it can still be a faster approach to the market than traditional avenues. Once leads are captured, they can be managed in Salesforce.com and potentially worked toward a future sale by consistent email touches. Some physicians don't use email a lot, but we still find that the effort is worth it given the low cost. With physicians, very often a peer to peer clinical program works to inform with cited claims. Also, we engage with nurses and administrators where possible. If your procedure can be accomplished by a nurse, they are strong advocates for patient care and could be a dynamic group of evangelists that spur adoption through alternate channels. Good Luck!