Medtech Leaders: Sell to More Hospitals Faster with AI-Powered Marketing

Despite a challenging last few years, the medtech industry is growing – and it’s increasingly hard to stand out in a crowded market. 

That’s a problem for leaders that want to drive sales and increase profitability. In today’s climate, how can companies effectively show hospitals the value of their products without making tradeoffs on speed and costs?

Generative AI can help. While many medtech companies already use AI to support coding and R&D, most have yet to use it for marketing. But AI can make it easier to create personalized messaging at scale – and distribute on any channel.

In this piece, I’ll share a few ways AI-powered marketing holds value for medtech leaders.

AI Helps You Craft More Personalized Messaging

Personalized content is a must-have for any effective marketing strategy. But hospitals have a number of stakeholders to target, from procurement managers to physicians. It can be time-consuming and expensive to tailor messaging for every single persona – which is why many medtech companies default to one-size-fits-all scripts and templates in the hopes that something breaks through. 

AI, though, can make personalization a lot easier. 

With a Gen AI tool, you can upload a spreadsheet of target personas and ask it to create customized messaging that shows how your product solves their unique pain points. Then, your staff can spend a few minutes tweaking each output to align with your internal standards and A / B test accordingly.

What do hospital leaders ultimately see? Procurement officers might receive content focused on cost-effectiveness and inventory management. And physicians might get information that highlights patient outcomes and clinical trials.

One of the best parts, though, is that AI can adapt its approach over time, much like a fast-learning marketing specialist. For instance, if you find that physicians tend to engage more with messages that reference clinical trial data, AI can remember to include more of that information in future communications.

The result? Highly relevant messaging that demands minimal effort from your marketing team.

AI Helps You Fast-Track Content Creation

In a competitive medtech environment, marketing efficiency is everything: it can make or break your ability to sell to a hospital before a competitor. But many medtech companies take as many as three months to see marketing content through from start to finish.

That pace makes sense to a degree: it can take a while to find relevant journal articles, validate sources, and fine-tune messaging. But inefficiency can ultimately hamstring your marketing efforts.

With Gen AI, you can create more content in a fraction of the time. Imagine slashing your content creation timeline to as little as three weeks. Or boosting your marketing team’s efficiency by as much as 35 percent within months of adopting AI. The secret? Automated research and validation processes that remove loads of manual effort.

You can train AI on clinical study databases and internal research. So when your team wants to craft a drip email campaign to, say, a data-minded physician, employees can use AI to extract and validate the most relevant information. 

You can also train AI to generate materials based on pre-approved content that aligns with your brand’s tone of voice, trademarks, and other regulatory requirements – all crucial for compliance. This approach can cut down on the usual back and forth between marketing, medical, legal, and regulatory teams. You’ll still want a human to double-check the output. But an AI-assisted process can accelerate the most time-consuming steps.

At a strategic level, you can leverage AI to pump out more content faster. And you can conserve your team’s time and energy for the parts of your marketing effort that demand serious human input. The overall efficiency gains can have a huge impact on your bottom line.

AI Can Leverage Marketing and Sales Data to Enable a True Omni-Channel Experience

One of the biggest obstacles to effective medtech marketing is siloization. Marketing and sales teams often operate in separate worlds – and so does their data. That means your marketing team could be missing out on valuable insights from sales conversations. Or worse, sales reps might be using messaging that doesn’t align with your sales pitches.

AI can help bridge the gap by analyzing data from both marketing and sales interactions to create a unified view of each hospital's engagement with your brand. This empowers your teams to create a more cohesive strategy, where marketing and sales efforts inform each other.

The most effective approach, though, will apply this integrated messaging across every channel, from email to social – paving the way for an orchestrated, omnichannel customer experience. And in today’s industry landscape, omnichannel is a necessary driver of revenue growth.

Redefine the Standard for Medtech Marketing

Competition is increasing in the medtech space. Renewed startup interest is driving brand growth in the sector, while traditional players trying to differentiate their products are competing for physicians’ and staff’s attention. Traditionally, medtech companies have had to make a tough choice: either personalize their marketing efforts or scale them up. Personalization typically demands too many resources to execute at scale. But scaling often forces tradeoffs when it comes to meaningful and relevant engagement.
 
That dynamic is changing as Gen AI evolves. Now, you can have the best of both worlds – and your bottom line will show the benefits. By embracing Gen AI for your own operation, you can redefine the standard for medtech marketing.

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