When we start a business many doubts arise, and the first steps we take aren’t so easy. Every euro invested counts, and we don’t want to be betting on any marketing strategy that doesn’t give us a good return on investment.
In the case of a medical or scientific start-up, even more caution will be required, as comprehensive providers will be needed to define a digital strategy with the utmost rigour and seriousness.
At Zinkdo we believe that digital media provides entrepreneurs with an arena full of business opportunities and a window through which to communicate with different audiences: customers, investors, prescribers...
In our trajectory as an agency, we have accompanied different health startups, always focusing on valuable content and strategic actions that meet the needs of each client, as well as sharing our experience and learning from recent years:
Barcelona: a digital ecosystem of startups and talent
In just a few years, Barcelona has become one of the most attractive cities for entrepreneurs in all sectors. According to Startup Heat Map Europe, Barcelona is the third best city in Europe to found a startup, with only London and Berlin above it. At Zinkdo we’re very aware of this, and that's because we began our journey at Barcelona Activa, an important startup hub in the city. Moreover, we were lucky enough to get to know this ecosystem of talent and entrepreneurship from the inside and, in a short time, we discovered most of the real needs of entrepreneurs.
Digital strategy for medical startups
An online presence is essential to grow your business. To do this, you must have a B2B marketing strategy that is adapted to your business model and needs. Defining this digital strategy and planning a new editorial calendar will allow you to approach your objectives in the most effective way, gain visibility and provide greater rigour and credibility with your investors and clients.
The use of different platforms or social media allows you to connect with very segmented audiences. At each stage of a startup's strategy we can target different audiences: medical professionals who validate our model in the first phase, prescribers and disseminators in the second phase, perhaps the final audience in the third phase. We are all on social media, including professionals in almost every sector. Taking into account the information we can obtain from the audience of each platform, we must adapt our content to each one, which in turns allows us to achieve better results.
To protect this informative and rigorous aspect in all channels, we recommend developing informative content and focusing on that which provides more information about the service or product we offer. In addition, we can share news from third parties that are related to our project. In this way, we also become a highly specialised information channel of interest to the user we want to target.
Medical device startups managed by Zinkdo
At Zinkdo we have experience with healthcare technology startups and therefore, we’ve developed various B2B marketing strategies adapted to each project, taking into account the target audience and the investor audience.
We adapt our services by observing the needs of each client and, after an analysis of the starting point, we develop the strategy (Zink) and carry out the most appropriate digital actions for each case (Do). For example, some of them are:
- SEO optimisation
- Community Management
- Web development
- Attendance and coverage of events and presentations
- Launching and execution of SEM or Social Ads campaigns
- Writing of scientific and informative articles for blogs
- Monitoring and social listening
- Newsletter layout and mailings
Here are some success stories of a few of the health startups we continue to work with today:
Kiversal
Kiversal is a European startup, specialised in the design, manufacturing and certification of IoT (Internet of Things) smart medical devices. Kiversal provides ENT and electromedical solutions for hospitals, clinics, preventive services and hearing centres worldwide, and already has distributors in countries such as Germany, Italy, France, India and Malaysia.
For this reason, in its B2B digital marketing strategy we rely on interactive and informative content to achieve the desired traffic in a sector as specialised as audiology. To do this, we developed a blog with news and tips on hearing health that allows us to position the content organically in search engines. In three years, their blog has reported more than 118,000 individual users, more than 100 comments and queries, and organic traffic has accounted for 77% of visits to their website.
Social media management offers Kiversal a very powerful channel for customer service and an opportunity to reach different target audiences: clinics, hospitals, distributors, etc. Live coverage of international events and trade fairs has increased their visibility. It has also brought new subscribers to the database who have taken advantage of the launch of two regular newsletters in Spanish and English.
Finally, the design of ad-hoc content for each social media platform and the launch of advertising campaigns has improved the reach of publications aimed at increasing traffic to Kiversal's blog and website. In this case, it has had a positive influence, as social traffic represents 11% of total traffic and has quickly moved ahead of direct or referral traffic.
DyCare
DyCare is a startup that provides wearable solutions for medical rehabilitation, collaborating with hospitals, clinics and universities.
As it is a startup with international investors, we have alternated publications in English and Spanish from the beginning. In any B2B marketing strategy, LinkedIn is of great importance and therefore, we curate content on this platform, following the concepts outlined in the previous section.
By covering live events and interacting with the scientific community and that of the industry, we capture the attention of journalists to achieve increased PR clipping.
Thanks to the work done on Facebook (adapting content, amplifying the target and promoting testimonial posts), visibility has increased by 557% over the last 3 months. Consequently, it has led to an increase in requests for information through the website form and social media as another channel for customer service.
Finally, we also have a blog where we publish informative and corporate articles to create greater visibility and draw in organic traffic interested in the medical rehabilitation sector:
MOWOOT
MOWOOT is a medical device to treat chronic constipation that has been developed and tested by the company usMIMA in collaboration with doctors and physiotherapists at the neuro-rehabilitation centre Institut Guttmann.
At Zinkdo we have had the privilege of accompanying MOWOOT since the beginning, participating in website development and working on its online presence.
We have also worked with Google Ads and Social Ads to promote a campaign based on e-books (written and laid out at Zinkdo) and we have collaborated with influencers in the field in which the company works: patients from five different target audiences, specialised health media and physiotherapists. In addition to increasing visibility, we have also disseminated events and talks in social media.
A broad brand reputation and an increase in leads and potential customers has been achieved, which is essential in this case, as MOWOOT is in the process of entering the German public health system.
Sysmex Iberia
One of our oldest customers is Sysmex Iberia, a subsidiary of Sysmex Corporation, a leading developer of diagnostic products and solutions for medical laboratories.
In their case, although it is not a startup as such, they also needed a B2B marketing strategy and SEO optimisation of their website. Currently, through the management of social media and Social Ads campaigns we have helped to create a scientific community of more than 6,300 followers and an increase in organic traffic to the website of +244% when compared to figures from 2017 and 2019.
If you need help with your marketing strategy for your startup don't hesitate to contact us. We know that proximity is also an important factor, so if you are near Barcelona we can talk about your digital project, your needs and budget. At Zinkdo we will be happy to advise you and offer training. Shall we talk?