Published: 15 May 2023
Many personal medical device brands fell short in their efforts to capture consumers’ heightened interest in their products and solutions. Digital marketing leaders can use this research to learn how top performers manage search and display ads initiatives to meet marketing goals.
Leaders in the digital marketing dimension took an agile approach to refreshing their paid keywords, especially nonbranded terms, with an average of 27% (versus 18% from index brands) of paid keywords being different from the year before.
Digital marketing leaders boosted nonbranded search visibility with search ads and appeared against 31% of personal medical devices (PMD) keyword search versus 13% from index brands. Most of the PMD brands struggled to drive organic search visibility against nonbranded keywords.
Leaders in the digital marketing dimension increased their display advertising investment in direct ad buys with publishers, such as news media, to avoid
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Analysts:
Digital Performance Benchmarks Team
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