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Medical device manufacturers · Pay per click advertising

Pay to reach the hospital procurement search, within what medical advertising allows.

PPC advertising for a medical device manufacturer means paid search aimed at specific device category and specification searches, run carefully within medical advertising restrictions. GullySales manages these campaigns and reports on demonstration requests and quotes, not clicks.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of medical device manufacturers at work in India

What pay per click advertising means

Pay per click advertising (PPC) is paying a fee each time someone clicks your advert on Google or another platform. It puts you at the top of a search page immediately, instead of waiting for ranking to build. GullySales sets the targeting, writes the ad text and checks spend against enquiries received.

Also for medical device manufacturers

Sales and marketing for medical device manufacturers, the overview.

Last updated 17 Oct 2026. Rules for this trade differ by state and professional body, and they change. We describe restrictions in general terms, so check the current position with your own council or adviser before you publish anything.

For medical device manufacturers

Where it usually goes wrong, and what we would do.

  • “Device category keywords outperform generic health terms”

    A search for a specific device type and specification, such as a certain patient monitor category, converts far better than a broad term like medical equipment.

  • “Advertising claims need regulatory review before launch”

    Any claim about clinical performance or safety needs review against advertising rules for medical devices before it goes live, unlike most consumer product ads.

  • “Distributor and government buyer searches need separate campaigns”

    A distributor researching a supply partnership searches differently from a hospital researching a purchase, and one campaign rarely serves both well.

What we do

What we deliver for medical device manufacturers.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Device category and specification keyword plan

    A keyword plan built around specific device types and specifications, not broad terms such as medical equipment.

    Result: Campaigns reach a buyer already deep in evaluation.

  2. Advertising claims reviewed before launch

    Every clinical or safety claim in an advertisement checked against medical advertising rules before the campaign goes live.

    Result: The campaign runs without a compliance flag against it.

  3. Separate distributor and hospital campaigns

    Two campaign tracks, one aimed at distributors researching a supply partnership, one at hospitals researching a purchase.

    Result: Each audience sees a message written for their actual question.

  4. Demonstration and quote reporting

    Reporting on demonstration requests and quotes generated by paid campaigns, measured against the agreed baseline.

    Result: You see which campaigns actually produced a serious enquiry.

How the result is measured

  • Cost per click
  • Cost per enquiry
  • Enquiries from paid search

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full performance marketing and PPC page

Searches to bid on and block

The searches a biomedical engineer or distributor types, and the ones the advertising rules and the platform may refuse.

Device category plus type, such as patient monitor or infusion pump manufacturer
Bid. A hospital buyer or a distributor naming a category is building a vendor list. Give each device category its own ad group, and say CDSCO registration status only as it is true today.
Distributor wanted, dealership and OEM supplier
Bid on a campaign made for distributors. Land the click on a page about territory, support and training, not on the product page for a hospital. Check each claim against your registration.
Treatment, symptom and condition searches
Do not bid. Searchers with a condition are patients, not buyers, and health advertising has strict platform and regulatory rules. Check the platform's current rules and your regulator's before writing a word.
Jobs, thesis, biomedical course and project
Block. Students of biomedical engineering type the same device names. Add job, project, thesis, pdf, course, report and internship as negatives.
Where the click lands
Send it to the device page with the intended use, registration details as they stand and a request for a demonstration. Let the biomedical engineer download the technical data sheet there.
Counting a real enquiry
Count a demonstration request from a named hospital or distributor, or a call from a biomedical department. Mark whether it reached a demonstration, a tender and an order.

Who it is for

This is written for these medical device manufacturers.

  • Diagnostic equipment manufacturers
  • Surgical instrument manufacturers
  • Hospital furniture and equipment makers
  • Disposable and consumable device manufacturers
  • Implant and orthopaedic device makers
  • Home healthcare device manufacturers
  • In-vitro diagnostic kit manufacturers
  • Export-focused medical device units

Not for

It is not the right fit if.

  • No one has checked what the platform and the rules in your market allow for medical device advertising, and an advert could be refused or need to be withdrawn.
  • The landing page does not say what the device is registered for, and a click would arrive at a page that cannot answer the buyer.
  • You cannot record where an enquiry came from, so the spend could not be judged against orders.

How it works

How the pay per click advertising work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Agree the whole budget

    We fix the total paid budget across platforms, who owns each ad account, and how much is open to moving.

  2. 2

    Audit tracking and accounts

    We check that conversions fire once, that calls and WhatsApp chats are counted, and that your enquiry sheet matches what the platforms say.

  3. 3

    Set one definition of success

    You and we agree what a qualified enquiry is and what an order is, so every platform is judged the same way.

  4. 4

    Build and launch the plan

    Campaigns are structured across platforms with shared naming and tags from day one.

  5. 5

    Read search terms and lead quality

    We review the queries that triggered ads and the enquiries that arrived, and remove waste before moving money.

  6. 6

    Reallocate and report

    Budget moves toward what is earning, within agreed limits. Results are reported against the baseline, at the frequency agreed in writing.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Is advertising restricted for medical devices in India?
Yes, certain claims are restricted, which is why every campaign is checked against the applicable rules before it runs.
What budget is reasonable?
It depends on the device category and buyer type, which is set after the first conversation rather than a fixed figure.
Should we send hospital buyers and distributors to the same page?
No. A hospital wants intended use, support and installation, and a distributor wants territory and margin. Two pages let the advert match what each person typed, and keep claims for one group from reaching the other.
Do we need a regulatory review before an advert goes live?
Yes. Advertising for devices is limited by regulators and by each ad platform, and the rules change. Have a person who knows your registration check the advert and the page before launch, and check the platform's current policy for health products.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for medical device manufacturers.

All articles

More for medical device manufacturers

Everything else we would do for you.

Or start from the overview: sales and marketing for medical device manufacturers.

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