Industry 09 · MedTech & Life Sciences
Growth for MedTech and life sciences.
In medical technology, laboratory technology and diagnostics, complex products meet demanding buyers and strict rules for communication. That calls for precision in every statement.
In short
MedTech and life sciences providers sell to hospitals, laboratories, industry and group purchasing organisations with long evaluations and many people involved. We develop positioning and expert content that convinces medical and technical audiences, align communication with regulatory and legal, and build demand through specialist channels, events and ABM.
- Medical technology
- Laboratory technology
- Diagnostics
- B2B health technology
01 · Starting point
Precise statements for a demanding expert audience.
Buyers in medical technology and laboratory analytics are experts. They spot imprecise statements immediately and react to advertising language with mistrust.
At the same time, communication is regulated. Statements about performance and benefit must be verifiable and consistent with approval and intended use. Marketing, regulatory and legal therefore have to work closely together.
Buying processes are long and often tied to budget cycles, tenders or group purchasing organisations. Presence over a long period matters more than short campaigns.
Typical situations
- New product or new indication
- Entry into new countries
- Shift from distributors to direct sales
- Strong competitors with large marketing budgets
- Unclear messages for different target groups
02 · Buying process
Who decides and what matters.
Evaluations often include testing, clinical evidence and tenders. Statements must be consistent with approval and intended use.
Typical buying committee
- Users in hospital or laboratory
- Assess benefit, handling and quality of results.
- Medical engineering or laboratory management
- Checks integration, service and validation.
- Procurement and purchasing groups
- Negotiate prices and framework agreements.
- Quality management and regulatory
- Check compliance and documentation.
- Management or administration
- Decides on investment and budget.
03 · Focus areas
How we work in this market.
The Growth Architecture stays the same. The weighting and order of the disciplines depend on the market.
- Strategy & Positioning
Segments and value arguments
Clearly separating target groups and benefits per application, aligned with approval and intended use.
- Brand & Authority
Professional credibility
User reports, articles and materials for medical and technical audiences.
- Digital Experience
Information per target group
Separate entry points for users, engineering and procurement, with download areas.
- Demand Generation
Specialist channels and events
Congresses, specialist portals, LinkedIn and ABM for relevant hospitals and laboratories.
- Revenue Operations
Managing long cycles
CRM with tender and evaluation stages plus nurturing.
The full method is described on the approach page. Typical situations and the strategic response can be found in the playbook.
Frequently asked
Frequently asked questions from this market.
How do you handle regulatory requirements in communication?
Do you also work for health tech software?
Does digital marketing work in this market?
Further reading
Relevant services and next steps.
Working together
Let's talk about where you stand.
In a 30-minute first conversation we identify where your growth is stuck and whether working together makes sense. You then get an honest view of a realistic scope.