The rules of engagement for MedTech marketing have changed. Medical device, life science and biotech companies that once relied on direct access to physicians are finding those connections increasingly difficult in the post-pandemic world. Digital marketing has helped bridge the gap, but many MedTech companies still struggle to efficiently identify and engage with the healthcare decision-makers who matter most.
Through NPInsights, Jairus leverages NPI-based targeting and other specialized physician data to help MedTech companies more effectively target and connect with clinicians. This truly targeted approach to HCP marketing is redefining how B2B healthcare companies turn data into actionable insights and revenue growth.
Redefining the Modern MedTech Marketing Strategy
Digital marketing allows MedTech companies to access, educate, engage, and ultimately sell to clinicians. But without specialized expertise and the right targeting strategy, those providers continue to remain just out of reach.
Many MedTech companies feel that disconnect because they partner with agencies that aren’t specialized in B2B healthcare marketing. Their marketing partner’s lack of specialized experience—understanding the MedTech industry, the physician audience, and their pain points and motivators—can lead to ineffective campaigns that simply don’t engage HCPs or drive prospects into the sales pipeline.
Even if the agency can “speak doctor” well enough, pinpointing the right physicians to talk to is another challenge altogether. Broad targeting that only relies on job titles, for example, casts too wide a net. These efforts often reach users outside the target audience, capturing low-quality leads and wasting sales teams’ time.
For MedTech companies, stronger sales growth starts with the right marketing partner—one that offers a proven HCP targeting strategy backed by deep industry expertise.
NPInsights: NPI Targeting for MedTech Marketing
NPInsights pairs years of MedTech marketing specialization with hyper-focused physician targeting. That winning combination helps healthcare companies reach the right physician with the right message at the right time.
With NPInsights, Jairus builds custom physician audience segments leveraging verified NPI-based profiles and other specialized data. These insights power precisely targeted physician marketing across a variety of web-based platforms, meeting providers wherever they’re spending time on the internet. Data used in NPInsights audience segmentation includes:
National Provider Identifier (NPI) Data
By leveraging an HCP’s NPI, NPInsights develops provider-specific audience segments to reach physicians with omnichannel campaigns on the sites, apps, and platforms they interact with most frequently.
Procedure Code Data
Procedure codes like CPT codes, ICD-10 codes, CCSR data are a powerful tool to identify clinicians who regularly perform specific procedures. NPInsights can target marketing campaigns based on practice size or procedure volume, and connect with identified providers based on predictive prescribing patterns.
Specialty and Affiliation Data
NPInsights can develop wider physician audience parameters based on specialties and sub-specialties, as well as identify data such as hospital affiliation, education and more.
Putting Physician Data Into Digital Marketing Action With NPInsights
Data alone is useful, but it’s what you do with that data that defines a successful digital marketing strategy. That’s where many unspecialized marketing agencies can come up short: they lack the expertise to connect the dots between the data and the HCPs who make up your target audience.
Jairus is the number one choice for B2B healthcare marketing for good reason. We’ve spent years developing a digital campaign model created specifically to engage, educate, and convert clinicians and other B2B healthcare decision-makers.
The nuances of the market. The pain points and motivators of providers. Typical provider behavior across social and digital platforms. That vital knowledge forms a deep foundation beneath NPInsights, helping MedTech companies not just compile data on key decision-makers, but put that data into action.
- Turn Data Into Insight and Growth. By stratifying physician data over time, NPInsights identifies what actually drives purchasing behavior, including which specialties and use cases convert.
- Get Faster Insights, Faster Results. NPInsights delivers feedback in a fraction of the time compared to the traditional sales learning cycles, powering quicker iterations and smarter resource allocation.
- Drive Better Outcomes. NPInsights connects physicians to more targeted education and engagement, better prepping prospects for the sales conversation when the time is right.
Ready to get started? Schedule a discovery call to learn more about NPInsights.
