Getting Noticed: How European MedTech Companies Can Stand Out in the US

1. Understand the Needs of Your US Customers

Identifying your ideal customer profiles (ICPs) is the foundation of any successful marketing strategy. While this might sound obvious, it’s crucial to take the time to refine these profiles for the US market, which may differ significantly from Europe. In the US, purchasing decisions are often decentralised, and providers place a strong emphasis on measurable ROI and patient outcomes.

2. Map Customer Journeys to Understand Needs at Key Steps

Once you’ve identified your ICPs, map their customer journeys. This will help you pinpoint their needs, motivations, and barriers at each stage—from awareness to decision-making. For example, US-based healthcare providers might prioritise educational content early in their journey, while administrative decision-makers look for cost-efficiency insights.

3. Build Messaging and Content to Move Customers Along the Journey

Tailor your messaging to resonate with your ICPs at each stage of their journey. We find that educational content such as webinars, explainer videos, and case studies work well to build awareness. In the consideration phase, focus on trust-building content like testimonials and KOL content. Ensure your content is clear, compliant with US regulations, and optimised for mobile viewing—a critical factor in the US.

4. Pilot Digital Platforms to Reach US ICPs

Digital platforms are indispensable in reaching US healthcare professionals. For instance, 74% of clinicians access scientific information via social media, with LinkedIn and YouTube standing out:

• LinkedIn: Known for its high penetration among US healthcare professionals, LinkedIn is ideal for B2B MedTech marketing. Create thought leadership content and sponsored thought leader ads. Pay special attention to how you select your ICP on the LinkedIn ad platform to maximise budget efficiency.
• YouTube: With 63% of HCPs using YouTube weekly for educational purposes, consider creating product demo videos, clinical tutorials, and case study content.

5. Conduct a Competitive Review

Use tools such as SEMRush to evaluate competitors’ website performance and LinkedIn Ad Library to analyse their advertising strategies. This insight will help you refine your approach and differentiate your product. Pay attention to competitors’ keyword targeting, messaging, and social media messaging.

6. Prepare for Higher Media Costs

Digital advertising costs, particularly on LinkedIn, are significantly higher in the US. Adjust your budget accordingly and focus on high-impact campaigns. Be sure to de-select "Maximum Delivery" and "LAN" in the LinkedIn platform to ensure a precise audience reach. Retargeting can help stretch your budget further by focusing on ICPs who have already engaged with your website or content.

7. Engage in Retargeting Campaigns

Implement retargeting strategies to nurture ICPs who visit your website. Display retargeting ads with relevant content, such as white papers or upcoming events, to keep your brand top of mind.

8. Pilot Google Ads for Poor Search Rankings

If your website’s search rankings are low in the US, invest in Google Ads to boost visibility. Target high-intent keywords, such as condition-specific terms, to attract relevant traffic. Audit competitor search performance to learn from established US competitors.

9. Maximise ROI from Events with Digital Tactics

Attending events in the US can be expensive. Dramatically improve ROI by combining your physical presence with digital strategies:

• Use LinkedIn Thought Leader Ads to promote speakers or panelists.
• Deploy geo-targeted LinkedIn ads to drive booth traffic.
• Retarget event attendees with tailored content to nurture leads post-event.

10. Leverage SparkLife’s Experience

At SparkLife Marketing, we’ve helped European MedTech companies successfully navigate these challenges and reach new audiences in the US. Combining our deep understanding of the healthcare market with cutting-edge digital marketing expertise, we create strategies that deliver outstanding results.

Final Thoughts

Expanding into the US MedTech market requires a tailored approach, one that balances strategic planning with tactical execution. For more tailored advice or to discuss how SparkLife can support your journey, get in touch with our team today.

References

Wiley Healthcare Professionals Content Preferences Survey (2023). https://www.wiley.com/en-us/business/research/corporate-solutions/resources/article-insights/how-can-you-engage-healthcare-professionals-online

EPG, The Future of HCP Engagement (2023). https://epghealth.com/new-research-report-the-future-of-hcp-engagement-impact