Sales & Marketing: A Risk, Not An Investment

For most Indian manufacturers, sales and marketing are considered risky expenses. The thinking is “if the product is good, it should sell itself.�This mentality stems predominantly from the backgrounds of most founders of manufacturers, which tend to be in engineering or commerce. Their experience is in product creation, manufacturing and operations, not in pipeline building or creating a strong market presence. 

As a result, many SMEs leverage the personal networks of their owners for business development. While there may be some initial sales from the networks, they are by nature limited. To make matters worse, these downstream customers are in a position to negotiate prices down, because there is limited brand equity to bring to the table and limited other buyers around.

The Branding Blind Spot

Indian SMEs spend very little on brand development. When they have minimal marketing collateral, little digital presence, and no customer engagement, they cannot create meaningful differentiation. As a result, their customers visualize their products as commodities, and the natural outcome is haggling over price and eroding margins. This downward trajectory can lead to weak sales, which equal weak revenue, which means stunted growth.

The problem is that this assumption is based on outdated thinking. Today, the playing field is crowded with manufacturers providing similar quality and features. Only brand positioning, marketing, and selling create separation. Unless you provide a propulsion mechanism for linking the customer to a compelling brand story, packaging, or sales strategy, your best product will not be found.

For example, take the case of boAt, the Indian audio devices brand. When boAt launched their brand, they were not offering radically different engineering. They were different in terms of branding, packaging, and positioning. The team marketed boAt as a lifestyle brand aimed at millennials. They engaged in digital marketing campaigns to create aspirational value. The result is that boAt became one of India’s fastest-growing consumer electronics brands in one of India’s most crowded sectors.

A Small Step Can Make a Big Difference

The advice for the Indian SMEs is straightforward: even relatively small expenditures on sales and marketing can have a tremendous impact on results. Engagement of just one individual with a true focus on sales, branding and marketing—not with the full focus of the owner—can lead to demonstrable gains in visibility, lead generation, or customer interaction.

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Understanding the Indian Healthcare Ecosystem

It is critical for manufacturers to understand the complexity and diversity of the healthcare system in India before they start any kind of marketing strategy. India’s medical infrastructure comprises public and private sectors and urban and rural settings, with varying degrees of affordability and availability.

By segmenting customers based on these various profiles, marketing teams can ensure a higher level of engagement and trust. A marketing team will also need working knowledge of the regulatory framework, such as that established by the Central Drugs Standard Control Organization (CDSCO), to gain perspective on the product messaging.

Build Credibility Through Clinical Validation and Certifications

Trust is a primary consideration in B2B medical device sales. Doctors, hospitals, and procurement departments want verified and clinically validated products. Manufacturers should concentrate on obtaining approvals (ISO 13485, CE Marking, or CDSCO approvals) and showcasing this approval in marketing materials. 

Publishing evidence-based clinical case studies, whitepapers, or testing results in an actual medical journal or healthcare discussion forum creates third-party credibility and demonstrates value to healthcare professionals.

Use Digital Marketing & SEO

Digital platforms have changed the marketing of medical devices in India. Reaching customers through explainer videos of products or through webinars for healthcare professionals is a quick and scalable way to generate leads. 

Search Engine Optimization is crucial—often hospitals or clinics often search for products before they procure them. Effectively marketing your product online includes having a professionally designed website, product demos, blogs, and customer reviews, which can make a significant impact. Platforms like LinkedIn, YouTube, and even WhatsApp are useful in targeted marketing. 

Participate in Medical Conferences and Trade Shows

Medical fairs, conferences, and medical summits are excellent sources of connection, brand recognition and product demos to the influencers and decision makers in the field. Medical events like Medical Fair India, India Med Expo and BioAsia provide platforms and venues to connect key players in the field from manufacturers, vendors, and everyone else in between. You are able to demo your product live, provide attendees with promotions, and also offer partnership options.

Companies that attend medical events generate qualified leads and get real-time feedback, whether it is from the attendees and participants or from the event itself. Once you attend an expo or conference, you are establishing involvement in the area of reliability and innovation expertise.

Build Strong Distribution and Service Networks 

In a country as large as India, proper logistics and after-sale service can be an important part of the overall buying decision. Manufacturers will want to build a distribution network and they will want to provide local service, particularly in Tier 2 or Tier 3 cities. It may work well to partner with local dealers who understand the regional nuances of the market. 

The partner will be responsible for reaching more remote areas while offering appropriate and timely service. Manufacturers should invest in training partners who represent their medical products so end-users can be confident they are receiving quality service and support.

Content Marketing and Education for Medical Practitioners 

It’s important to educate physicians, technicians, and hospital administrators about the benefits of your products. These webinars, CMEs (Continuing Medical Education), or in-person training courses provide clear demonstrations of the utility, efficiency, and safety of your medical devices. Creating product manuals, FAQs, video guides, and troubleshooting content in local languages can boost adoption and reduce friction in usage.

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