PR and marketing are crucial in driving visibility in the MedTech sector. In this blog, we explore how strategic communications support rapid growth plans.
Showcasing your MedTech expertise – and amplifying your message
MedTech operates at the intersection of science, engineering and health. In an industry as complex as this, clarity in marketing communications is critical when looking to grow sales and ROI. But trust is paramount.
And there’s a balance to be had between demonstrating your scientific and academic authority alongside clarity of communication for a commercial audience – showcasing your expertise, your credentials and building trust, while getting your message across in a crowded and competitive arena. In that landscape, it is essential to build visibility extract short-term value from your R&D and product innovations – by putting these in front of more potential customers and solidifying the relationship with existing customers and indeed every other group important to the business, including staff, funders … anyone..
Your scientists and researchers are your greatest asset and your best marketing tool. Specialist PR and marketing can help harness their voices to raise your company’s profile, demonstrate your ethos, and generate wider awareness of your products and your research.
At Aro, we understand MedTech and we work with you to ensure that you stand out in your specialist market, creating strong foundations of credibility and vision for your business. Our priority is to help shape your message, gain visibility, and communicate your expertise to the most optimal audiences: existing and potential commercial customers, and industry and funding bodies – positioning you as leaders in your field.
Studies have shown that personalised marketing increases conversion rates by around 20% in the medical device and healthcare space. So, whether it’s through social media marketing, feature articles in industry magazines or papers in peer reviewed journals, we can help you communicate your strengths so that your business thrives.
Here’s how we help MedTech companies:
We provide our clients with the best and most cost-effective marketing and PR advice and support, helping your business achieve its sales objectives.
Traditional marketing
- Thought leadership: Your peers and your customers want to know what’s happening in your field. Your expertise and your employees’ research are what set you apart in the debate – whatever your specialism. Being your best and most vocal advocates, we work with your people to develop thought-provoking articles that help position you at the forefront of your field with thought leadership influencing 54% of purchasing decisions in MedTech.
- Feature articles: We often take clients’ conference presentations and papers, and work with them to repurpose into features for targeted journals – helping extend reach, showcase research, and maximise ROI on academically-led publications. We help grow the commercial conversation, making the most of your R&D.
- News releases: Many say the traditional press release has had its day in B2B. But a press release can prove invaluable in MedTech, to help generate exposure around your innovation, leading to further media coverage, generating potential sales leads and business enquiries.
- Sponsorship advice and liaison: We’re well-versed in the exhibition world, and we can help establish the most effective sponsorship opportunities that fit with your business strategy to ensure that you maximise ROI on exhibition presence, with wraparound event coverage, ensuring your branding is correct with show organisers and that their social media posts reflect and promote your brand to this target audience.
- Blog writing: Medical device websites with blogs have been shown to generate 67% more leads. We frequently work with clients (looking to sector-specific issues that are on the immediate horizon) to create relevant blogs, keeping clients’ websites fresh and current, engaging customers and helping to reinforce trust and credibility.
And on top of this, direct lead generation – establishing contact with those people most likely to buy your products and services.
Digital marketing
Over 80% of health care professionals prefer digital communications from medical device companies.
Businesses need to meet customers in their own unique space, so, digital is vital for any MedTech marketing strategy.
We work with clients, developing a social media strategy that ensures all content – such as blogs – complements and augments paid social advertising.
Social platforms: Whether you’re looking to advertise or to maintain and grow an organic social presence – or both – we understand the social landscape, and we deliver measurable, quantifiable, results. We can undertake an audit of existing channel success and recommend on advertising and social emphasis.
Socials that we know work for MedTech:
- LinkedIn: for thought leadership, white papers, company updates and news
- YouTube: for technology explainers and educational content – a deeper dive
- X, Instagram, Facebook: all have their place, depending on your industry, target audience and content.
For all social media, we can advise on the strategy and approach that fits with your MedTech business and your strategy for growth: we’ll tailor your voice and message to optimise reach and engagement across the most appropriate platforms to achieve your company’s ambitions.
Case studies: demonstrating your credibility – and our approach at Aro
Our recent experiences in MedTech include leading campaigns:
- Pharmaceutical developments and clinical trial launches
- Advanced diagnostic technologies – from MRI scanners and prognostic approaches for rare conditions
- Therapeutic research into red blood cell production, function and clearance
- Healthcare innovations backed by patents and PhD-level-expertise
And we’ve worked with clients to help them achieve their specific marketing aims:
| Challenge | A long-standing client, a supplier to pharmaceutical manufacturers, had developed a patented capability and wanted to increase awareness within the sector. We were tasked with positioning the client’s innovations more prominently with industry professionals. |
| Our solution | Production of technical features explaining how the client’s solutions support applications such as HPLC, bioprocessing and more, developed in collaboration with chemical engineers, physicists and chemists.Development of a technical paper and presentation, including case studies, for an international industry event.Delivery of an ongoing social media campaign with fortnightly pharma-focused posts to reach target audiences. |
| Results | Increased visibility via targeted trade media coverage, including European Pharmaceutical Manufacturer and Process Engineering, and consistent social activity.Positive engagement and new leads generated in a global flow chemistry event. |
| Challenge | A specialist supplier sought to raise awareness of its technical expertise and strengthen connections with med-tech audiences. |
| Our solution | Aro wrote a paper for the Journal of Bioanalysis a leading industry publication, positioning the supplier as an expert in its field. |
| Results | Six pieces of coverage across respected industry publications, including Laboratory Equipment.Increased recognition among target MedTech professionals. |
| Challenge | A specialist supplier of microfluidic and polymer-based diagnostic components needed to raise awareness of its complex technology and capabilities across the MedTech, pharmaceutical, and veterinary sectors. |
| Our solution | Aro delivered a targeted trade media and social campaign, including: Specialist features on diagnostic and disease detection technologies Coverage in leading MedTech and engineering publications Regular social content highlighting innovation and manufacturing expertise |
| Results | Fourteen pieces of media coverage, including New Medical, PharmiWeb, and MRCVS Online, reaching thousands of industry professionals. Ongoing social visibility and stronger brand recognition in target industries. |
Get your message across and drive growth with specialist support
How you present your business is critical. Building trust, credibility, dialogue and relationships is vital to success for MedTech enterprises. And each aspect of your strategy requires a tailored approach to gain the visibility and coverage you need. At Aro, we’re adept at delivering on these PR and marketing demands. Put simply, we lead campaigns that deliver results.
If you’d like to explore how Aro could help you to increase understanding of your products and services or help develop your communications and messaging, or just to have an informal chat around generating opportunities, get in touch for an initial chat:
email info@aroprandmarketing.co.uk or phone 0117 379 0008.
