Launching Medical Devices: Why a Strategic Approach is Essential to a Successful Product Launch

Inbound Marketing | Outbound Marketing

March 18, 2025

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Launching Medical Devices: Why a Strategic Approach is Essential to a Successful Product Launch

The Medtech industry thrives on innovation, constantly introducing groundbreaking products that promise to revolutionize healthcare. Yet, despite the potential, many promising MedTech products never reach their market potential.

The culprit? Often, it’s not the product itself, but the lack of a robust, strategic launch plan. A major reason over 75% of MedTech companies fail to bring their product to market is a lack of understanding of commercialization.

At Pace Creative, we have worked with 100+ MedTech companies and we understand the unique challenges of MedTech marketing and how a strategic product launch can transform a promising innovation into a market leader.

Why Medtech Products Do Succeed:

There are many potential reasons your new product launch may go as planned.

Here are some common reasons we’ve noticed:

  • Aligned Market Understanding: Understanding the specific needs of target clinicians, hospitals, and payers.
  • Effective Value Proposition: Effectively conveying how your product or service solves a real-world problem.
  • Regulatory Environment: Navigating the intricate web of regulations with a clear plan can lead to costly delays and setbacks.
  • Aligned Sales & Marketing Efforts: Investing in developing tailored marketing tactics that team up with an effective communication strategy that resonates with your target audience.

Why a Strategic Product Launch Strategy is Non-Negotiable

In the medical equipment manufacturing industry, trust, credibility, and established relationships are paramount.

A well-defined launch strategy includes the following:

  • Credibility and Trust: Demonstrating your company’s expertise and unwavering commitment to advancing patient care.
  • Targeted Communication: Reaching the right decision-makers with tailored messaging that addresses their specific concerns.
  • Strong Stakeholder Engagement: Building enduring partnerships with key influencers and decision-makers.

Jumping Ahead

Quite often, businesses working on a product launch just from their Key Initiative to Vision and omit the strategic roadmap for their medical device’s go-to-market strategy

Infographic illustrating the steps from "Focus for impact on key initiatives" prompting the user to check their product readiness, and asses if their competitors are ready. Step 2 is the strategic roadmap, which is an actionable plan that leads to the vision, which is your long-term success and ultimate destination.

 

As we know from this classic 1958 magazine advertisement from McGraw-Hill, when a customer doesn’t know anything about you, it makes it exponentially more challenging to sell them a product. A comprehensive product launch roadmap ensures your target audience knows:

  • Who You Are: Your company’s mission and values.
  • What You Offer: The specific benefits and features of your product.
  • What You Stand For: Your commitment to innovation and patient care

Classic Mcgraw-Hill advertisement with a photo of a business plan with an unpleasant facial expression. The quotes next to him state: "I don't know who you are. I don't know your company. I don't know your company's product. I don't know what your company stands for. I don't know your company's customers. I don't know your company's record. I don't know your company's reputation. Now - what was it your wanted to sell me?" Underneath the man, the message reads "Moral: Sales start before your salesman calls - with business publication advertising."

Pace Creative: Your Launch Partner

At Pace Creative, we specialize in developing data-driven launch strategies that resonate with the Medical Device Industry. Our expertise includes:

Here are a few of our success stories:

Sysmex

Pace Creative helped Sysmex Inostics, a molecular diagnostics company, by creating a new HubSpot website development. This included an optimized site map, a refreshed look, and valuable content as part of a healthcare content marketing strategy.

Makana Masks

Makana Masks, a manufacturer of reusable masks, partnered with Pace Creative to develop a product launch toolkit. This comprehensive approach helped Makana Masks improve their online presence, attract customers, and generate leads.

Qualisure

For Qualisure, a molecular testing company, we developed a promotional toolkit to increase their visibility among doctors and drive growth. This included a promotional campaign roadmap, campaign development, landing pages, infographics, and email content with the goal drive awareness within institutions and private practices in the US.

Are You Ready for a Successful Product Launch?

Based on our experience, we know that a comprehensive product launch strategy is essential for medical device companies’ success. Our team’s expertise is guaranteed to bring you from your key initiatives to your long-term vision through the development of a strategic medical device marketing roadmap.

Ready to take your MedTech Marketing to the next level? Reach out to us to learn more about how our talented team of business experts can help take your business to the next phase of growth!

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