Drive medical device adoption with the right content strategy. Learn how company and customer-centric content engages and excites stakeholders.
Gaining adoption for a medical device requires a lot of information that helps stakeholders—physician champions, health administrators, investors and partners—understand what the device is, how it can benefit patients, and why it’s better than the status quo.
Two types of content—company-centric and customer-centric—are essential to creating a well-rounded communication plan that gets stakeholders as excited about your device as you are. Each serves a distinct purpose in engaging your audience and driving adoption.
Company-Centric Content
Company-centric content focuses on the device and the company’s progress. It provides stakeholders with updates on key milestones, clinical validations, partnerships, and other corporate achievements. This content builds credibility and keeps stakeholders engaged throughout the company’s lifecycle.
Examples of company-centric content include:
- Clinical trial results
- Product launches
- New product developments
- Partnerships or collaborations
- IP achievements
- Regulatory milestones
- Key leadership or talent acquisition
- Breakthrough device designation or awards
- Manufacturing milestones
- New research and development initiatives
- Post-market success stories or case studies
- Adoption by major health systems or networks
- Reimbursement milestones
- Corporate social responsibility initiatives
Here are some customer-centric content example titles using Renata Medical’s Medical’sent System, a recently FDA-approved stent system used to reopen a blood vessel in neonates, infants, and children:
- Renata Medical Completes Series A Financing
- Renata Medical Raises $12 Million in Series B Funding
- FDA OKs Renata Medical’s Medical’se Minima Growth Stent
- Renata Medical announces first growth stent implant following FDA approval
While company-centric content is valuable, its frequency is often driven by internal events, which can create gaps in communication. That’s where customer-centric content becomes essential to maintain ongoing engagement.
Customer-Centric Content
Customer-centric content focuses on educating stakeholders, answering their questions, and addressing their concerns. Engaging, easy-to-read articles offer a way to explore specific topics in depth. They guide stakeholders through the decision-making process and help them understand the value and impact of the medical device in real-world applications.
Here are five blog titles that lean into the four main things stakeholders want to know:
1. How to Choose the Right Stent System for Infant Vascular Stenosis
(Addresses the well-defined problem by guiding physicians on selecting the appropriate stent system for infant vascular stenosis and filling gaps in care.)
2. Proven Clinical Validation of Stents for Treating Pediatric Vascular Stenosis
(Focuses on clinical validation by emphasizing data supporting the safety and efficacy of stent systems for pediatric vascular conditions.)
3. Navigating Reimbursement Pathways for Pediatric Vascular Stent Systems
(Covers the reimbursement landscape by providing insights into securing reimbursement for stent systems, a critical factor in adoption.)
4. Ensuring Seamless Workflow Integration with Infant Vascular Stent Devices
(Highlights workflow integration, showcasing how the stent systems can easily fit into current clinical operations with minimal disruption.)
5. Comparing Percutaneous Devices for Treating Infant Vascular Stenosis
(It combines clinical validation and problem definition, comparing different devices and determining how they address gaps in care for vascular stenosis.)
*These example titles are provided for illustration purposes only.
Balancing Company-Centric and Customer-Centric Content
A robust communication plan requires both types of content. Company-centric updates demonstrate progress and credibility, while customer-centric content keeps the conversation going and addresses the critical needs of your stakeholders. By striking a balance, medical device companies can foster long-lasting relationships, build trust, and drive meaningful adoption of their products.
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