Relevance Over Volume: Evolving B2B Email Strategies in Medtech

Email remains an important channel for medtech companies, but the way it is used needs to evolve.

Average B2B cold email reply rates have dropped from about 6.8% in 2023 to recent benchmarks of roughly 3.4%–5.8%. At the same time, an estimated 84% of physicians ignore standardized marketing materials.

As our CEO, Saul W. Marquez, discusses in our latest blog, this creates a clear challenge for medtech teams: reaching physicians and health system decision-makers now requires more than a broad campaign and a well-written message.

It requires tighter targeting, stronger deliverability, and outreach built around the specific clinical, operational, or business priorities of the audience.

The data reinforces this shift. Campaigns sent to 50 recipients or fewer averaged a 5.8% reply rate, compared with 2.1% for lists of 500 or more.

For medtech marketers, the takeaway is that relevance is becoming harder to fake.

A smaller, better-researched list will usually create more opportunity than a large campaign built around a message that could apply to anyone.

Read the full article here:

#medtech email strategy #physician engagement #B2B cold emails #targeted marketing #healthcare outreach