Instagram isn’t just for influencers anymore. B2B organizations are jumping on Insta and gaining the attention they deserve. In one B2B sector, medical device companies, one particular niche, diabetes management devices, one can find robust Instagram accounts from several industry leaders.
Medical device marketing is robust. Companies like Dexcom, Medtronic Diabetes and Novo Nordisk are sharing educational information, success stories and original user-generated content with the world, including the 37.3 million Americans living with diabetes.
There are plenty of great reasons for B2B companies to be active on Instagram:
We reviewed Instagram pages for three medical device companies to answer one question: In terms of medical device marketing, who is doing it best? We assessed them based on four of HubSpot’s Instagram B2B best practices, including:
119K followers | 164 following | 638 posts
Dexcom develops and markets Continuous Glucose Monitoring systems for ambulatory use to help people better manage their diabetes and for healthcare providers to help treat diabetic patients. Since its founding, Dexcom has empowered its community of patients, caregivers and clinicians to achieve better outcomes.
Dexcom’s Instagram page reflects its passion for empowerment starting with its description — even dropping a hashtag in like an Insta-pro: “Empowering patients and providers to make knowledge their superpower with #Dexcom Continuous Glucose Monitoring systems.”
Here’s our feedback on our four scoring criteria for Dexcom’s Instagram:
Tell stories visually. The company focuses on its users with images that look more real than staged. While not exceptionally visual, it’s obviously doing something right, because it has the most followers of the three medical device companies. (It doesn’t hurt that Nick Jonas is one of its customers.)
Maximize Instagram stories. Dexcom makes good use of the stories feature, leveraging what it does best — sharing more user successes.
Share authentic user content. Dexcom scores high in this category, thanks to a focus on people who use its product. While they are filtered through the company’s voice, they feel authentic thanks to use of ‘raw’ images and sprinkling in users’ own words.
Optimize the bio link. The company makes great use of the link offering a wide variety of educational and product content.
65.7K followers | 336 following | 1,419 posts
This medical device manufacturer has a noble goal: To help people focus more on life, and not on diabetes. Its description line does a great job of stating its mission — while using two hashtags including one that is branded (two points!): Boldly transforming #diabetes care together, for greater freedom and better health. Tag us to share how you’re #MedtronicStrong!”
For over 35 years, Medtronic Diabetes has been on the leading edge of insulin delivery solutions, including its InPen system, which takes the guesswork out of insulin injections by calculating the right dose every time. It also manufactures insulin pump systems, continuous glucose monitoring machines and more.
Here’s our feedback on the four scoring criteria for Medtronic Diabetes’ Instagram page:
Novo Nordisk — Puts a Pro Team Front and Center
99.1K followers | 683 following | 4,520 posts
If you land on Novo Nordisk’s Instagram page by accident, at first glance, you might think it’s for an elite bicycle manufacturer. But the fine print clears that up: “World's 1st all-diabetes professional cycling team racing to inspire, educate & empower everyone living with diabetes.” In fact, the Denmark-based company, is the maker of smart insulin pens that auto-records insulin dosing information about each injection: NovoPen® 6 and NovoPen Echo® Plus.
Rather than focus on its technology, like so many other companies do, Novo Nordisk is creating an Insta-brand around a professional cycling team whose riders have diabetes. This is a very smart and social-savvy move. After all, seeing high-performance cyclists participating in one of the most grueling sports, is a true inspiration for others living with diabetes.
Here’s our feedback on the four scoring criteria for Novo Nordisk’s Instagram page:
Clearly these three companies are leaders in medical device marketing. They are maximizing Instagram’s potential to help meet users where they are — on the app. They share valuable and encouraging information that can help people with diabetes stay informed, involved and inspired. They are all Insta-winners!
As a digital marketing agency, Kuno Creative has years of experience helping health and technology companies successfully strategize and execute their digital marketing efforts — with social media being just one piece of the marketing puzzle. To learn more about how we can help advance your efforts, request a free consultation.
