QR Codes in Medical Device Marketing. Remember?
Medical device marketing pros spend hours developing the best marketing strategies, including the web, email distribution, print materials, and much more. We have seen QR codes used in marketing in a variety of places; at your favorite fast-food restaurant, on product packaging, sitting in a restaurant, or while waiting in line at the grocery store.
Why Are They Back Bigger Than Ever?
They took a dip in popularity but with the emergence of COVID-19, they have seen a resurrection in popularity and are now a great tool to use in all your medical device marketing campaigns.
What are QR codes? Let’s recap.
QR Codes serve as a link between the physical and digital realms. They are a quick, simple, and a touch-free way to direct your customer’s to particular online content, chiefly through the use of a smartphone. QR is an abbreviation for Quick Response. The codes were originally developed in Japan and are used to transfer information from transitory media to a mobile device. Before 2017, in order to use a QR Code with your smartphone, you had to first download a specific QR scanning app and then use that app to access the QR material. Nowadays, Apple and Android both support the scanning of QR codes in their core camera apps, making them easier than ever to use.
How can they be used in marketing?
- Drive customers to your website: This is the most obvious and straightforward use of a free QR code in your marketing strategy. When a customer scans your code, they are directed to your website or a landing page related to the campaign. This can be an excellent way to shift potential customers through your sales funnel and direct them to a position where you can accumulate more information about them. You could direct them to your homepage, specific product pages, or landing pages for lead data collection. The page to which you direct them should be relevant to the campaign, but it is otherwise unrestricted.
- Automatic calling: Another great way to use QR codes is to provide your customers with the option of ringing your business directly, perhaps on a dedicated phone line. For example, you could include a QR code on your product packaging that directs customers to your customer service team. You could also send a direct mail postcard with a QR code that allows them to call your business directly to book an appointment or Zoom/video conference call. Customers don’t have to look up your phone number and dial it; they simply scan the code, and the phone number is dialed for them.
- Email sending: Make life less complicated for your customers. As smartphones have become the new norm to read emails, including a QR code provides customers an opportunity to respond immediately while your news is fresh. In the same way that a QR code can be used to activate a phone call, it can also be used to assist customers in sending an email. When they scan the QR code, their phone’s default email app opens, and a new message with a subject of your choice opens, with all of the necessary details included.
- Downloading an app: Another great use of QR codes is to direct users to your company app. When customers scan the QR code, it provides them with an opportunity to download your app via the Apple Store or Google Play Store. Having your app on their phones keeps your brand top-of-mind allowing customers to access company news, new product developments, webinars, medical meetings, and much more.
So think about customer retention while gaining new customers using a QR code in all of your marketing endeavors.