Create messaging that unlocks faster medical device adoption by addressing four critical questions that will compel stakeholders to act.
Gaining the attention of physician champions, healthcare administrators, and investors is daunting. Each persona has different priorities, issues, and preconceived notions, making it even more challenging to create messaging about a medical device that makes them eager to take a closer look or consider changing.
With unimaginable amounts of information thrust upon medical device stakeholders (and everyone else!), creating extremely targeted and to-the-point messaging is the only way to break through the noise.
Here are four questions to help you brainstorm content that resonates with each stakeholder in the medical device industry:
1. Highest Priorities: What matters most to them?
Priorities in medical devices typically revolve around improving patient outcomes, reducing costs, streamlining operations, and maintaining regulatory compliance. However, it’s not just about clinical success—there’s also the personal angle. Decision-makers may be motivated by advancing their careers, leading innovation in their organizations, or enhancing the reputation of their institution.
Understanding both their professional and personal drivers will help align messaging with what matters most to them.
2. Pain Points: What are their biggest challenges?
Healthcare leaders often face clear challenges with medical devices, such as safety and performance issues, training and usability concerns, reimbursement hurdles, and workflow disruptions. Investors are concerned with high development costs, IP risks, and slow adoption, to name a few.
However, other issues may be less visible. Just as a hidden illness can escalate over time, inefficiencies in clinical operations or gaps in patient care may go unnoticed until they become serious. Using your expertise, you can bring these underlying issues to light, positioning yourself as someone who helps prevent minor problems from becoming critical.
In medical devices, this might mean uncovering operational bottlenecks or inefficiencies in treatment protocols that your product can address.
3. Obstacles: What’s preventing them from acting?
Even when medical device stakeholders recognize their pain points, they might not act immediately. There are often barriers like budget constraints, lack of training, or administrative resistance to change.
The key is to provide insights showing how your device can overcome these challenges—whether through efficient ROI, minimal disruption to workflows, or educational support. The goal is to help stakeholders visualize how your product can be a solution despite these obstacles.
4. Market Forces: How are external factors affecting their decisions?
Healthcare is heavily influenced by external factors like changes in regulation, evolving patient care standards, and technological advances. Providers often struggle to keep up with these shifts while managing day-to-day operations. Position yourself as a knowledgeable partner by offering insights on how market forces—such as emerging patient needs or upcoming regulatory changes—affect their decisions.
For instance, sharing content highlighting upcoming medical reimbursement changes or how new regulations might affect device adoption can establish you as a knowledgeable advisor, not just a vendor.
Connect the Dots with Messaging that Resonates
Clear, concise, and compelling messaging is vital in speeding adoption and driving meaningful engagement.
By understanding and addressing each stakeholder’s unique challenges, you can create a sense of urgency and show how your device is the solution they’ve been waiting for!
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