MedTech brand marketing, Elevated

Frank X. Powers talks about the role of brand marketing in the convergence of medical devices and technology in the recent issue of PM360

Much is written about the pervasive and persuasive marketing in the pharmaceutical sector. But what we don’t often hear about is the emergence of medical technology, or “MedTech,” as one of the fastest-growing verticals in the healthcare industry and how it is demanding healthcare professionals rethink their reluctance to adopt new technologies. Powers and his Elevate MedTech team believe that is a golden opportunity for marketing to educate and influence surgeons in this fast-moving environment.

“Revolutionary and rapid developments are happening in surgical robotics, robotic-assisted surgery, connected ORs, and AI-assisted tools, and so much more. There is more interest than ever in learning new surgical technologies and, in turn, more interest in MedTech overall,” theorizes Powers.

As an example, the robotic-assisted surgery market is projected to reach $14 billion by 2026, with over 22% growth in robotic surgeries in the US just in the last few years. In some surgeries, such as prostate or thyroid cancer, the frequency of robotic surgery is even higher, nearly 50% and growing. The percentage of surgeons who have incorporated or who are in the process of considering integrating robotics and new MedTech tools into their practices is skyrocketing. It’s an unprecedented mind shift for surgeons.

As a new era of MedTech emerges, more assertive marketing, along with the expertise of the sales rep, has a significant role to play. Educating and influencing surgeons and driving more adoption, utilization, and even better, outcomes are benefits of a strong sales and marketing effort.

Powers elaborates, “Our clients need collaborative marketing partners who understand the dynamics of MedTech, the surgeon’s mindset, the sales process, and how to push the boundaries of what have traditionally been very conservative approaches.” That’s what the Elevate team does as well as anyone in the industry.  

Learn more about MedTech marketing challenges and opportunities in the full story here.

PM360 is the premier magazine for marketing decision makers in the pharmaceutical, biotech, and medical device industries. Frank X. Powers, Elevate Healthcare Marketing Cofounder and Managing Partner, is a regular contributor to the PM360 “Expert on Call” column featuring the key opinion leaders in the healthcare marketing industry.