Solving Content Fatigue in Medical Device Marketing

April 29, 2024

Content Fatigue: Refers to the diminishing impact of marketing and informational materials related to medical devices due to repetitive or uninspiring content. This occurs when potential buyers are inundated with an overwhelming volume of similar or uninteresting content about medical devices, resulting in reduced engagement, interest, and responsiveness.

While "medical device content fatigue" may not be a term found in the Webster dictionary, it undeniably represents a significant challenge in the industry. While some may say repetition can indeed enhance brand awareness, we’d argue that it can also lead to diminishing returns. We believe to maintain audience interest and engagement, it's essential to diversify content and offer fresh perspectives regularly.

In this article, we'll delve into strategies for overcoming content fatigue and showcase how we're assisting our medical device clients in constructing extensive content libraries that can effectively support lengthy sales cycles.

Understanding Content Fatigue in Medical Device Brands

How many times have you scrolled through your LinkedIn feed and encountered the same ad or post repeatedly? If you're like most people, you probably just breeze over that content. It's not necessarily because it's bad; it's just that you've seen it so many times that your brain keeps your finger scrolling.

The lack of product content for medical device brands often stems from traditional product marketing thinking. When launching a new medical device product, it's typical to commission a render or invest in a photoshoot to capture images of your device. While having some imagery is essential for creating sales and marketing materials, the problem arises when you don't have enough variety to support today’s multitude of sales channels and their frequency.

The internet and social media have forever changed marketing for medical device products. In these highly competitive digital arenas, relying on a limited set of product content simply won’t cut through the clutter. Not only do you need to differentiate yourself from competitors in your marketing efforts, but you also need to keep your audience visually engaged with each opportunity you have.

Recognizing Content Fatigue in Your Medical Device Marketing

You might be thinking, "We don't have this problem; our product content looks amazing." And we don't doubt that. If you're collaborating with a top notch 3d product visualization company who understands medical device content, your content probably stands out. But the real question is, do you have enough of it?

The first sign of content fatigue often surfaces when your marketing team or design partner starts asking, "Do we have any other assets we can use instead of this same old product shot?" It's a subtle indication that your content is running out of ways to repurpose your existing product content.

The second, more telling sign is evident when you analyze your advertising engagement data. In many cases, you'll notice that while your campaigns may initially see good engagement, over time, your ads become stale and repetitive, resulting in a significant drop in engagement. For instance, if you're using LinkedIn Ads, a best practice is to rotate multiple creatives regularly. However, constantly updating your creative requires a substantial library of product content to sustain that demand.

Failing to provide your organic and paid channels with enough unique product content will inevitably lead to content fatigue for your medical device.

One File to Combat Medical Device Content Fatigue

When it comes to overcoming medical device content fatigue, the solution is simple: you need more content. Now, you might wonder, "How many renderings or photos can I possibly have for one product?" The truth is, the possibilities are endless.

Many sales and marketing leaders in the medical device industry overlook a valuable resource right at their fingertips: the CAD file. If you're not familiar, a CAD file is an engineering blueprint used to manufacture your device. Every device has one, and it holds the key to unlocking a wealth of visual assets.

At Nuvue, we offer a service called CAD to Content. It's our tried-and-tested method for developing comprehensive libraries of medical device content. Here's how it works:

First, we focus on product still renderings. Our aim is to create a diverse range of renderings that can be used across various sales and marketing materials. We start with wide shots and gradually move closer to highlight specific features, experimenting with different lighting styles to achieve a unique visual aesthetic. Our goal? To produce upwards of 20 unique renders for each device.

Next, we dive into video content. With dynamic camera movements, we breathe life into your device, showcasing its capabilities from every angle. Whether it's a seamless 360-degree rotation, a sweeping hero shot, or a detailed view highlighting your product's key features, we're dedicated to capturing as many of these moments as possible to bolster your arsenal.

The end result? A vast medical marketing content toolkit packed with both still and video renders, ready to support your sales and marketing initiatives. With CAD to Content, you'll never have to worry about running out of engaging content again.

The Power of Creativity and Content in Sales and Marketing  Success

The final piece of the puzzle involves partnering with a production team or tapping into your internal creative resources to transform these assets from your CAD files into visually stunning media pieces, whether it's for social ads, one-sheets, or presentations.

Even with a wealth of content at your disposal, it's crucial to rely on designers who can infuse creativity into the output, ensuring each piece stands out. Our approach at Nuvue revolves around diversity. Let's take a simple social post, for instance. We start with a single rendering of our device and create four unique assets by tweaking the angle, rotation, and headline. This strategy applies to both stills and videos in your content library.

Moreover, if your brand boasts multiple colors, you can add another layer of creativity. By incorporating various hues, you can exponentially expand your content library while utilizing the same assets.

Ultimately, it's about harnessing the power of your existing CAD assets to build an extensive medical content toolkit and collaborating with a creative partner who knows how to maximize their potential. 

Evaluating the True Cost of Content for Medical Device Brands

Many medical device brands struggle with content fatigue simply because they're not investing enough in content creation. This misconception stems from a misunderstanding of content costs.

In our 25 years of content creation experience, we've seen the industry evolve significantly. In the past, a rendering package with 10 stills and 10 videos could easily cost $100,000. However, with changes in technology and content consumption habits, it's no longer practical to spend such amounts, especially when content is often viewed fleetingly.

Thankfully, advancements in technology and production approaches have made it possible to create extensive content libraries at a fraction of the cost. At New View, our CAD to content packages cover all aspects of sales and marketing initiatives, starting from as low as $8,000.

If you're interested in learning more about our approach and how we're helping medical device brands generate ample content, schedule your hello call today.