Medical technology, or “MedTech,” is now one of the fastest-growing verticals in the healthcare industry—and is demanding healthcare professionals rethink their reluctance to adopt new technologies. Thanks to revolutionary and rapid developments happening in areas of surgical robotics, robotic-assisted surgery, connected ORs, and AI-assisted tools, there is more interest than ever in learning new surgical technologies and, in turn, more interest in MedTech overall.
For the first time in years, there is a learning curve and need for technology adoption that has even the most immovable, conservative surgeons searching for new experiences and tools that may amplify or, in some cases, elevate their technique. We see that as a golden opportunity for marketing to educate and influence surgeons in this new environment.
Research indicates that there is significant growth potential in multiple MedTech marketing sectors. For instance, the global robotic-assisted surgery market is projected to reach $14 billion by 2026. Just in the robotics segment alone, the growth has been impressive, with 22% growth in robotic surgeries in the U.S. in the last few years. It continues to grow rapidly thanks to multiple MedTech players introducing a plethora of robotic innovations. In some surgeries, such as oncologic, prostate, or thyroid cancer, the frequency of robotic surgery is closing in at 50%. The percentage of surgeons who have incorporated, or are considering incorporating robotics and new MedTech tools into their practices, is skyrocketing. It’s an unprecedented mind shift for surgeons.
“The global robotic-assisted surgery market is projected to reach $14 billion by 2026.”
As a new era of MedTech emerges, more assertive marketing, along with the expertise of the sales rep, has a more 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. However, to reach that goal, companies need collaborative marketing partners who understand MedTech’s dynamics, the surgeon’s mindset, the sales process, and how to push the boundaries of what have traditionally been very conservative approaches.
Benefits of effective MedTech marketing:
- Accelerating marketpenetration for new technologies.
- Driving increased surgeon buyin and cases performed.
- Enhancing brand loyalty to protect and grow share during decision points.
- Aligning the sales and marketing team on the brand objectives.
Accelerating market penetration for new technologies
Imagine being able to target your audience with pinpoint accuracy, delivering the right message to the right audience segment. Precision targeting allows you to analyze vast amounts of data to identify the most relevant prospects, ensuring your marketing efforts hit the mark every time, increasing the effectiveness of marketing, and in turn, potentially accelerating time to reaching market penetration goals.
Driving increased surgeon buy-in and cases performed
Surgeon engagement is pivotal to advancing healthcare and achieving superior patient outcomes. By implementing targeted strategies that create surgeon experiences with your technology—hands-on labs, compelling case studies, continuing education, and personalized communication—you can drive increased buy-in, higher adoption, or improved utilization that drives case volume.
Enhancing brand loyalty to protect and grow share during decision points
Creating a community of users fosters a sense of belonging and loyalty. Offer forums, user groups, and regular updates keep your customers engaged and invested in your technology, even between buying and decision cycles.
Aligning the sales and marketing teams on brand objectives
One of the significant challenges in aligning sales and marketing teams in MedTech is often the nature of the sales force model. This can lead to communication gaps, misaligned priorities, and inconsistent messaging. The result? Missed opportunities and a diluted brand message. Aligning sales and marketing is not a onetime effort but an ongoing strategic initiative. We can bridge the gap between these crucial teams by focusing on open communication, shared goals, joint training, centralized content, and continuous feedback.
In every MedTech campaign you craft and every message you send, you hold the power to shape perceptions and inspire action. As marketers, your influence extends beyond logos and taglines and static platforms—it’s about creating connections and experiences that resonate on a deeper level. You can drive change and elevate healthcare challenger brands to new heights.
Don’t wait for the perfect moment—start making a difference today. Your decisions, strategies, and actions all matter. Step forward with confidence and harness your potential to transform your MedTech landscape.
