Steel Industry ERP Support | Strategic Planning, PMO, and Process Reform for End-to-End Project SuccessWeb customer acquisition consulting service for medical device manufacturersSteel Industry ERP Support | Strategic Planning, PMO, and Process Reform for End-to-End Project Success

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Challenges and the Need for Transformation in Web Customer Acquisition within the Medical Device Industry

Breaking Away from Exhibition Dependency and Visualizing Potential Customers

For many years, exhibitions have functioned as the primary sales channel in the medical device industry. However, with only a few exhibitions per year, it is difficult to reach potential customers at the exact moment they need product information. By utilizing digital channels, there is a need to capture the moment when medical institutions and healthcare professionals actively search for product information and provide technical documents and case studies appropriately.

Implementing Digital Marketing under PMD Act Regulations

Advertising expressions for medical devices are strictly regulated by the PMD Act, making it a challenge to balance effective information dissemination with compliance. Even when distributing product catalogs or technical materials, designs must take legal considerations into account. To realize information provision that meets customer needs within a regulated environment, specialized strategic design by a marketing consulting firm is essential.

Capturing Customer Needs during Long-term Consideration Processes

The introduction of medical devices involves a long-term consideration process by multiple stakeholders, including medical staff, purchasing departments, and management. The information required differs at each stage—from initial information gathering to the final decision—and the path to the inquiry form is becoming increasingly complex. Providing content tailored to each stage and approaching at the right timing is the key to acquiring new customers.

Diversification of Information Touchpoints in the Age of AI Utilization

Product information searches via generative AI such as ChatGPT and Perplexity are surging, and traditional SEO measures alone cannot secure touchpoints with potential customers. Unless a state is built where AI accurately understands and recommends your products, there is a risk of losing opportunities to competitors in the next-generation information search environment. Marketing consulting firms are expected to support the construction of an information dissemination foundation compatible with the AI era.

Overview of Connector Blue’s Marketing Support Services

Marketing Strategy Formulation Support

Starting with market environment analysis, we clarify target customer segments, investigate competitor trends, and formulate positioning strategies to embody data-driven strategies logically and speedily. We propose executable measures from both the perspective of mid-to-long-term views, such as customer behavior analysis and market trend forecasting, and expanded estimates based on facts obtained from website traffic analysis.

Streamlining the New Customer Acquisition Process

Using unique digital marketing methods and web data, we visualize potential customers and dramatically streamline the process up to obtaining business opportunities. We create customer touchpoints efficiently by performing nurturing tailored to the characteristics of prospects through email newsletters and webinars. The acquired business opportunities are handed over to your sales representatives, and we also provide advice to improve closing rates, allowing sales resources to focus on customers with a high probability of conversion.

AI Search Optimization (AISO)

Through AI search engine optimization, we build a state where generative AI appropriately understands and recommends your products. We begin by analyzing your company’s exposure in AI searches, followed by investigating citation patterns and conducting competitor comparisons across major LLM platforms. Based on this, we provide comprehensive measures ranging from optimizing content structures for accurate AI understanding to improving recognition as a highly reliable information source and overall information design.

Organizational Development Support to Strengthen New Acquisition

To systematize the know-how of new customer acquisition and ensure reproducibility, we provide comprehensive support from organizational rules and KPIs to the maintenance of system foundations. We offer everything from sales process optimization and human resource development programs to the design of incentive systems. By designing KPIs and rules across marketing and sales organizations, we strengthen organizational power and realize continuous improvement in new acquisition capabilities.

Practical Approaches to Challenges Unique to the Medical Device Industry

The challenges of web customer acquisition faced by medical device manufacturers have characteristics different from those of general BtoB companies. Marketing strategies are required to address industry-specific constraints and business customs, such as advertising regulations under the PMD Act, long-term consideration processes involving multiple departments, and the transmission of highly specialized product information. We solve these challenges and achieve effective new customer acquisition through our unique data marketing methods and next-generation approaches utilizing AI.

Identifying Potential Customers Using Unique Web Behavior Data

We utilize primary information—our uniquely held web behavior data—to identify companies interested in medical device manufacturers’ products. We visualize the interest level of potential customers in real-time based on actions such as product catalog and technical document downloads, and product page browsing patterns. By estimating the consideration stage on a per-company basis—something not visible through conventional access analysis—we enable approaches at the optimal timing.

Designing PMD Act-Compliant Content Strategies

Strict regulations exist for medical device advertising expressions under the PMD Act. We design content strategies that effectively deliver product information while complying with these regulations. By segmenting information for healthcare professionals and purchasing departments of medical institutions, and providing information based on case studies and evidence, we realize information dissemination that meets the needs of potential customers even within a regulated environment.

Nurturing Design for Long-term Consideration Cycles

The introduction of medical devices undergoes a long-term consideration process by multiple stakeholders, including medical staff, purchasing departments, and management. We design information provision according to each stage from initial consideration to the final decision. By combining touchpoints such as webinars, white papers, and technical material distribution, and building a system to approach multiple departments simultaneously through continuous nurturing via email newsletters.

Building an Information Dissemination Foundation for the AI Era

As generative AI like ChatGPT and Perplexity becomes a primary means of information gathering, traditional SEO measures are no longer sufficient. We analyze exposure status on major LLM platforms and support the structuring of product information that AI can accurately understand and cite. We build a state where generative AI appropriately recommends your medical devices, establishing next-generation customer touchpoints.

Three Differentiation Points of Connector Blue

Connector Blue possesses unique strengths that distinguish us from general marketing consulting firms. Identification of potential customers based on unique data, a next-generation marketing approach utilizing AI, and a one-stop support system from strategy formulation to execution. These three differentiation points dramatically streamline new customer acquisition for medical device manufacturers and support sustainable growth.

Identifying Potential Customers Based on Unique Data Marketing Methods

We combine digital marketing with our uniquely held primary web behavior data to identify potential customers at the corporate level. We visualize corporate interests and changes in interest levels in real-time—insights that general access analysis cannot provide. This sets us apart from the approaches of conventional consulting firms that rely on secondary information about competitors, enabling true problem discovery and solution formulation.

Next-Generation Marketing Approach Utilizing AI Effectively

We utilize AI effectively to conduct detailed fact-gathering over a wide range speedily. Diverse information such as customer data, action logs, and market data is integrated and analyzed by AI to visualize signs of customer needs and changes in purchasing behavior with high precision. Moving away from strategy formulation dependent on experience and intuition, we build highly reproducible marketing strategies based on data. Continuous improvement cycles enhance corporate competitiveness.

One-Stop Support from Strategy Formulation to Execution and Content Production

We take full responsibility for everything from strategy formulation for customer acquisition to execution, web content production, ad management, and improvement proposals. This minimizes handovers and misunderstandings that often occur with external partners, enabling speedy execution. Experienced consultants and marketers constantly collaborate to achieve the optimal mix of measures and support the growth of our client companies.

Performance Cases in Medical Devices and BtoB Manufacturing

We have numerous records of supporting new customer acquisition in BtoB manufacturing, including medical device manufacturers. Through unique data marketing methods and AI utilization, we have created business opportunities with potential customers that could not be reached through traditional sales methods. Here, we introduce representative performance cases we have supported as a marketing consulting firm.

Specialized Trading Company | New Customer Acquisition via Digital Marketing

By breaking away from traditional relationship-dependent sales and utilizing unique data analysis and targeting strategies, we achieved a 180% increase in business opportunity creation. We precisely identified companies with latent needs by industry, size, and interest area, and designed optimal approaches according to target companies’ information-gathering behavior and consideration stages. Within 10 months, we achieved a 200% year-on-year increase in order value from new customers, contributing to a shift toward data-driven sales activities.

Materials Manufacturer | New Customer Acquisition for New Materials

We achieved market penetration for high-performance new materials through unique digital marketing methods. With a deep understanding of the BtoB market and unique marketing methods, we provided consistent support from market analysis to potential customer identification and the establishment of approach methods. We realized approaches to new industrial areas that could not be reached through traditional sales methods, achieving a significant increase in new customer acquisitions and streamlining sales processes.

High-Tech Equipment Manufacturer | New Customer Acquisition

We opened up untapped markets with digital marketing and achieved a 30% improvement in new order rates. Leveraging unique data analysis methods and a deep understanding of the BtoB market, we built a consistent marketing strategy from target company identification to touchpoint construction and sales process optimization. We achieved a 150% year-on-year increase in new lead acquisitions and a 25% reduction in the sales cycle, contributing to market expansion and revenue growth through data-driven and highly executable measures.

System Integrator | New Customer Acquisition via Digital Marketing

Through a data-driven approach, we transformed sales activities for system development projects and improved the closing rate by 25%. Utilizing unique digital marketing methods and strategies based on a deep understanding of BtoB market characteristics and advanced data analysis, we built a systematic process from prospect discovery to business negotiation. Within 6 months, we achieved a 120% increase in new business negotiations, realizing improved sales efficiency and a significant increase in closing rates.

Construction Industry | New Customer Acquisition via Inbound Sales

By introducing an inbound sales process, the new customer acquisition rate improved by 250% year-on-year. We promoted digital marketing measures leveraging unique data analysis and a deep understanding of the BtoB market. By shifting from customer acquisition dependent on traditional outbound sales to an inbound-type sales process where prospects inquire themselves, we achieved a 25% reduction in negotiation costs. The quality and efficiency of sales activities were significantly improved.

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