Social media has radically transformed the way B2B businesses interact with customers, and the medical device industry is no exception. They have become essential communication channels for building relationships with health professionals, sharing relevant information, and building trust in the medical sector.
For example, LinkedIn has become a go-to platform for B2B suppliers by providing a space where businesses can not only promote their products, but also share relevant medical information, establish strategic partnerships, and interact directly with healthcare professionals. Groups and communities can be formed, allowing suppliers to participate in critical conversations in their industry.
Doximity or MedsHR (US) are other examples of professional social networks oriented to the health sector. They are specially designed for doctors, nurses, and other health professionals and are dedicated social platforms for sharing medical cases, getting expert advice, and collaborating online. Medical device providers can use it to directly target health decision makers, share information about their products, and connect with healthcare professionals who may be interested in their offerings.
French alternatives like ROFIM or MyPL (specializing in CPR) exist for the exchange and sharing of medical records.
In addition to social media, artificial intelligence (AI) and big data are revolutionizing the way medical device providers approach selling. These technologies allow for a more thorough analysis of customer needs, increased personalization of offers and the forecasting of market trends.
Artificial intelligence, integrated into data warehouses, is transforming commercial prospecting. It can analyze vast amounts of data to better understand the needs of potential customers, assess their interest in a particular product or service, and determine their level of maturity in the buying process. Suppliers can thus better target their customers and offer them adapted solutions.
AI and Data make it possible to build increasingly accurate customer profiles (personas), using data from multiple sources, including social networks. For example, a company that provides medical equipment for surgery can use big data to identify the surgeons who are most active on social media, learn about their preferences and needs, and personalize its offerings accordingly.
Medical place is a platform that medical device suppliers can use to target specific healthcare professionals based on their profiles and needs, which can significantly improve the effectiveness of their prospecting campaigns.
Although the metaverse concept is still being defined, it offers endless possibilities for the medical device sector. It is possible that health professionals can buy digital medical products and medical equipment to be delivered to their homes from virtual stores. In addition, doctors could conduct virtual tests or learn about medical devices, all without leaving their office. However, the metaverse also presents challenges, especially related to technology, digital identity privacy, social conventions, and norms. Suppliers will need to be ready to navigate this ever-changing virtual space.
Organizations are increasingly looking for customized solutions to meet the specific needs of their healthcare professionals. Vendors who can offer tailored solutions will have a competitive advantage. They must be able to understand the needs of each customer and adapt their products, service levels, and financing methods accordingly. Pay-as-you-go is being considered by many organizations. It is already in use concerning AI with platforms like INCEPTO.
The emergence of specific public tenders combining, supply, service, service, monitoring and financing is becoming more and more frequent. The best known are those of the HCL with Philips, APHM with CANON, UNI-HA with SAMSUNG, UNI-HA with SAMSUNG, the UGAP with GE.
Digitalization has also affected the training of health professionals. B2B medical device suppliers can offer online training platforms to help users get the most out of their products. Specialized companies like INVIVOX among other things, offer themed webinars on behalf of suppliers in relation to customer issues. This approach contributes to strengthening the value of medical devices and improving the efficiency of their use.
With the rise of connected medical devices, cybersecurity has become crucial in protecting patient data and the confidentiality of medical information. The challenges are multiple, including unauthorized access, data theft, and device manipulation. Providers invest in robust security measures to build customer confidence in the protection of their sensitive data, but the question of accountability remains. Often the most fragile link is the user. The implementation of data encryption, multi-factor authentication, regular and corrective updates, and the detection of threats in real time, are the tools that suppliers must offer.
Although technology is playing an increasingly central role in the medical device industry, the human element remains fundamental. Suppliers need to find a balance between using advanced technological tools and building authentic human relationships.
To convince customers, salespeople will need to be empathetic. Understanding the specific needs and expectations of customers will be essential. Establishing a relationship of trust remains a key factor for success, and suppliers will have to offer solutions rather than just products. Customer experience and satisfaction should be at the center of every interaction.
According to a recent Salesforce study of 15,000 consumers and business buyers around the world, businesses across all categories are significantly below expectations when it comes to customer service. This highlights the importance of continuously improving customer relationships for medical device suppliers.
