Highly complex topics, sophisticated technology, a discerning target group

Agency for medical technology

Medical technology products are highly complex and technically sophisticated. It is impossible for companies to go to market with a one-size-fits-all message. Strict legal frameworks and compliance rules in the healthcare sector don't make communication in the medical technology sector any easier. A scientifically sound, credible approach is essential – a real challenge, especially for formats in the digital media.

Finding the right communication strategy is the job of an experienced agency for medical technology. Each segment of the diverse, multi-layered target group needs to be addressed individually – from doctors to purchasers. The different levels of knowledge in medical technology pose a challenge for communication, where it is important to find the right balance.

We at the Ruess Group love mastering this challenge with compelling solutions. As an agency with many years of experience working for medical technology companies such as Bosch Healthcare Systems, Ulrich Medical or Widex Hörgeräte, we have the necessary know-how. Find out more about our expertise as an agency for medical technology.

Your contact

Steffen Ruess

Managing Partner
Ruess Group

T: +49 711 16446-581
M: steffen.ruess@ruess-group.com

trade fair design | live

Bosch trade fair stand, the exhibition design created by Ruess Group GmbH.

Bosch Vivalytic Exhibition design

At the ECCMID medical technology trade fair in Madrid, Bosch presented its new Vivalytic laboratory analysis device at a distinctive, state-of-the-art stand – supported by a fascinating selection of media and animations.

interdisciplinary cases

BOSCH Vivalytic product launch

A textbook international product launch: Based on a strong main idea, we developed a wide range of marketing measures for Bosch Healthcare Solutions.

All disciplines

Agency for medical technology: Our goal is to achieve thought leadership for our customers

Achieving thought leadership is an effective strategy for building awareness and trust. As an agency specialising in medical technology, we use thought leadership to ensure that your company is perceived as a trustworthy source through genuine expertise:

High-quality content to ensure thought leadership in medical technology

Content marketing is probably the most important ingredient of thought leadership. With high-quality relevant content that addresses the needs of your target group, you can win over many minds. As an agency, we achieve thought leadership for our medical technology clients with well-placed specialist articles, white papers, case studies, blogs, webinars, and podcasts or posts on social media.

In the field of medical technology, specialist publications and guest articles in renowned medical journals or online specialist portals are a particularly effective way of establishing and reinforcing a company's position as a leading authority. This is underscored by a continuous presence at industry conferences or trade fairs with lectures or workshops. As a PR agency specialising in medical technology, we analyse which content in which media highlights your company's expertise in your field of medical technology.

The use of scientific studies and research results in the field of medical technology

Since thought leadership has to be a lived reality, your company's position as an authority in the field of medical technology should be backed up by research results or scientific studies.

Collaboration with universities, research institutions or hospitals is the ideal foundation for demonstrating the evidence-based added value of your products and services.

Advertising agency for medical technology: Strategic use of social media for companies

Social platforms offer a wealth of opportunities for developing thought leadership. Sites such as LinkedIn, X (Twitter) and specialised forums for expert audiences offer many opportunities to regularly share content and engage in dialogue with the target group.

This is particularly true on LinkedIn, where there are countless groups and forums for medical technology. This is where specialists and executives meet in search of relevant information and the latest developments in medical technology. And most importantly, it is easy to encourage them to engage in dialogue on LinkedIn.

However, all of this can only be successful if no advertising messages are shared on the platforms. As an advertising agency for medical technology, we prioritise authentic, relevant and informative content that encourages discussion and provides added value. Online training courses or webinars also serve this purpose, with the advantage that they are interactive by nature.

As a PR agency for medical technology, we build networks and partnerships

To be perceived as a leading authority in the medical technology sector, strong networking is important. This calls for a number of activities, including collaboration with medical associations, research institutions and others.

In addition, regular collaboration with industry experts who appear as guest authors, interview partners or speakers at events and trade fairs can support and build a company's knowledge, credibility, innovative spirit and, in turn, its opinion leadership.

Industry associations and initiatives also need to be considered. It is important to participate in the relevant discussions and decision-making processes. The advantage of this is that not only is the opinion leadership highlighted, but eminently important access to networks and influential circles is also gained.

Communication strategy in medical technology: Patient focus and ethical responsibility

In medical technology, the patient plays a central role, even if the direct customers are usually clinics, doctors or health service providers. Medical technology companies that position themselves as thought leaders in this area have to prove that they not only focus on technology, but also on patient well-being.

To then underpin this with a reasoned argument, the company can draw on a list of advantages for the patient, a focus on safety through quality, and the company's fundamental, ethical and responsible mindset and philosophy.

It is also worthwhile for a PR agency specialising in medical technology to focus on patient safety in its communication strategy, as well as on improving quality of life through innovative medical technology solutions. Not to forget the user-friendliness of the products, because they are perfectly tailored to the needs of medical professionals.

Long-term strategy: Focusing on vision and innovative strength in medical technology

Building a thought leader position also requires a long-term vision for the future of the medical technology sector. Only companies that address more than only the current challenges and consistently look to the future will be perceived as thought leaders and trendsetters.

Not a problem, because the future offers a plethora of topics such as artificial intelligence (AI), machine learning, robotics or personalised medicine, which takes into account the patient's biological factors and lifestyle to develop tailor-made therapies.

Agency for medical technology: We build on a personalised communication strategy

The target groups in medical technology are highly fragmented and range from doctors and clinics to research institutions and regulatory authorities, as well as specialist personnel, buyers and controllers. As a medical technology PR agency, it is vital to develop a strategy to reach the various decision-makers.

a) PR strategy for medical technology: A segmented target group and personas

For a PR agency specialising in medical technology, a detailed segmentation is the foundation for a successful marketing strategy for highly fractalised target groups. To address all stakeholders in a targeted manner, it is advisable to develop so-called buyer personas. This is the fictitious representation of an ideal customer, based on real data and an in-depth analysis of the target group:

Doctors

Doctors attach particular importance to clinical data and a product's effectiveness. They are especially interested in technical data and the possibilities for application in everyday clinical practice.

Hospital managers and purchasing teams

This group generally bases its decisions on cost efficiency, durability and the potential to improve patient care.

Research institutions and laboratories

Scientists in particular look for products that are innovative or promote innovation and work reliably in experimental environments.

Regulatory authorities

The state bureaucracy pays particular attention to compliance with legal requirements and the assurance that the product meets high safety and quality standards.

b) As a PR agency for medical technology companies, we focus on data-driven marketing

To reach fragmented target groups such as those in medical technology, we apply data-based marketing as a PR agency. To do this, we collect comprehensive data about the target group, analyse it and create personalised marketing messages.

The flood of data from customer relationship management systems (CRM) and marketing automation software alone enables the collection of specific information about individual customers, such as their interests, purchasing behaviour or previous interactions with the company and its marketing activities.

It is the results of the data analysis that allow a company and its medical technology PR agency to develop tailored content. So that a doctor who is interested in minimally invasive surgery, for example, receives different content than the cost-conscious hospital manager.

All of this makes personalisation an instrument that goes beyond simply addressing someone by name. It encompasses the specific information needs at each stage of the buying process and the individual preferences of the respective persona.

All this can be achieved in a variety of ways and with different advertising media. Such as personalised e-mail campaigns, targeted online advertising using tracking and targeting, individual product recommendations, explanatory films on YouTube, user experiences and much more.

c) Delivering an omnichannel experience for medical technology target groups

Since the target groups in medical technology are diverse and information is absorbed on different platforms, a multichannel marketing approach is recommended. This means being present in a wide range of communication channels, with content tailored to the different target groups:

In trade journals and publications

Scientific articles are an important source of information for doctors and specialist staff. Here, medical technology agencies can place guest articles, case reports and studies to support their expertise.

At webinars and conferences

Virtual and physical events offer an excellent opportunity to make direct contact with target groups, to convey technical information, to present products and to answer questions directly.

In social media

LinkedIn and X (Twitter) are valuable platforms for connecting with experts and decision-makers. This can be done in the form of specialist articles, posts, industry news and the latest company updates.

d) Advertising agency for medical technology: We develop a content-driven strategy

Trust and education are particularly important in medical technology. To achieve this, you need a content marketing strategy that focuses on providing useful and informative content. How:

Blog posts and articles

Specialist articles that highlight current trends, research results and clinical studies ensure that you gain the trust of your target group and position yourself as a reliable expert.

Whitepapers and e-books

In-depth analyses and publications on technological innovations and regulatory developments offer valuable added value and position the company as a credible and convincing advisor in the healthcare industry.

Videos and tutorials

Visual content is ideal for illustrating complex technologies and user scenarios. Product demonstrations, step-by-step instructions and expert interviews are just a few examples.

Customer and expert interviews

Case studies and user testimonials are a valuable means of initiating objective thought leadership.

e) Using account-based marketing (ABM) to target decision-makers in the medical technology sector

ABM is an effective strategy for addressing the fractalised target groups in medical technology. This involves targeting specific decision-makers and companies rather than wasting resources on a broad campaign.

This pays off well in the medical and medical technology sectors, since purchasing decisions are typically made by small teams of doctors, buyers, clinic managers and technicians.

These people can now be reached with highly personalised and therefore relevant content using ABM. This includes individualised e-mails, exclusive invitations to webinars or tailored offers.

In this respect, ABM guarantees that the company's messages reach exactly the right people who are ultimately responsible for the purchase decision. This not only saves budget, as mentioned, but also a great deal of work and effort.

f) AI and automation in the communication strategy for medical technology companies

Cutting-edge technologies such as artificial intelligence (AI) and marketing automation are also playing an increasingly important role when it comes to addressing fragmented target groups individually and efficiently.

AI can be used to analyse the behaviour and preferences of target groups and to create personalised content and recommendations based on this objective analysis.

By automating marketing campaigns, the company and its medical technology advertising agency can then ensure that each lead is reached with exactly the right message at exactly the right time.

Automated email sequences, personalised ads and retargeting campaigns help optimise dialogue and interaction with target groups and provide targeted sales support.

Agency for medical technology – we’ll help you drive your company forward

Communication for medical technology is just as complex in terms of technology and content as medical technology itself. As an advertising and PR agency specialising in medical technology, we combine all the experts and tools under one roof: to segment your company's target groups in detail, develop buyer personas, conduct data-driven marketing and take a personalised approach based on the behaviour and preferences of the individual members of the buying centre.

But it doesn't stop there: To ensure a consistent brand experience, multichannel and omnichannel marketing also call for a full-service provider with its own in-house media agency.

Content in the field of medical technology is complex: It has to be relevant to the target group and deliver real added value. Our designated specialist editors have industry expertise in medical technology and understand exactly what is needed.

With the right technologies and the right tools for a data-driven analysis of the communication strategy, plus AI and all the possibilities for marketing automation, we as an agency for medical technology can deliver a complete package for your company. So that you get more out of your marketing.

Let's talk about how we can make your company an opinion leader in the field of medical technology and develop a marketing strategy that underscores your expertise

Steffen Ruess

Managing Partner
Ruess Group

T: +49 711 16446-581
M: steffen.ruess@ruess-group.com

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