Social networks have radically transformed the way B2B companies interact with their customers, and the medical device industry is no exception. They have become essential communication channels for building relationships with healthcare professionals, sharing relevant information, and reinforcing trust in the medical sector.
For example, LinkedIn has become an essential platform for B2B suppliers, providing a space where companies 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, enabling suppliers to participate in essential conversations in their sector.
Doximity or MedShr (US) are other examples of professional social networks geared towards the healthcare sector. Specially designed for doctors, nurses and other healthcare professionals, they are dedicated social platforms for sharing medical cases, getting expert advice and collaborating online. Medical device suppliers can use it to target healthcare decision-makers directly, share information about their products and connect with healthcare professionals who may be interested in their offerings.
French alternatives such as ROFIM or MypL (specialized in RCP) exist for exchanging and sharing medical records.
In addition to social networks, artificial intelligence (AI)and Big Data are revolutionizing the way medical device suppliers approach sales. These technologies enable more in-depth analysis of customer needs, greater personalization of offers and anticipation of market trends.
Artificial intelligence, integrated into data warehouses, is transforming sales prospecting. It can analyze vast quantities 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 purchasing process. As a result, suppliers can better target their customers and offer them appropriate 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 supplying medical equipment for surgery can use Big Data to identify the surgeons most active on social networks, learn about their preferences and needs, and personalize its offers accordingly.
Medical place is a platform that medical device suppliers can use to target specific healthcare professionals according to their profiles and needs, which can significantly improve the effectiveness of their prospecting campaigns.
Although the concept of the metaverse is still being defined, it offers endless possibilities for the medical device sector. It's conceivable that healthcare professionals could purchase digital medical products and home-delivery medical equipment from virtual stores. What's more, doctors could conduct virtual trials or train on medical devices, all without leaving their offices. However, the metaverse also presents challenges, including technology, digital identity privacy, social conventions and norms. Providers will need to be prepared to navigate this constantly evolving virtual space.
Organizations are increasingly looking for customized solutions to meet the specific needs of their healthcare professionals. Suppliers who can offer tailor-made solutions will have a competitive advantage. They must be able to understand each customer's needs and adapt their products, service levels and financing methods accordingly. Pay-per-use is currently being considered by many organizations. It is already in use for AI with platforms like INCEPTO.
The emergence of specific public tenders combining supply, service, monitoring and financing is becoming more and more frequent, the best known being those of HCL with Philips, APHM with CANON, UNI-HA with SAMSUNG and UGAP with GE.
Digitization has also affected the training of healthcare professionals. B2B suppliers of medical devices can offer online training platforms to help users get the most out of their products. Specialized companies such as INVIVOX offer themed webinars on behalf of suppliers in relation to customer issues. This approach helps to reinforce the value of medical devices and improve the efficiency of their use.
With the increase in connected medical devices, cybersecurity has become crucial to protect patient data and the confidentiality of medical information. There are many issues at stake, including unauthorized access, data theft and device manipulation. Suppliers are investing in robust security measures to reinforce their customers' confidence in the protection of their sensitive data, but the question of responsibility remains, and often the most fragile link is the user. Data encryption, multi-factor authentication, regular and corrective updates, and real-time threat detection are the tools that suppliers must offer.
Although technology plays an increasingly central role in the medical device sector, the human element remains fundamental, and suppliers must strike a balance between using advanced technological tools and building genuine human relationships.
To convince customers, salespeople will need to show empathy. Understanding customers' specific needs and expectations will be essential. Establishing a relationship of trust remains a key success factor, and suppliers will need to offer solutions rather than just products. Customer experience and satisfaction must be at the heart of every interaction.
According to a recent Salesforce survey of 15,000 consumers and professional buyers worldwide, companies in all categories fall well short of expectations when it comes to customer service. This highlights the importance of continuous improvement in customer relations for medical device suppliers.
