Over the past year, Profeina had the opportunity to conduct activities for several clients introducing innovations in the medical industry. These activities taught us a lot about the attitudes of Poles toward entities involved in healthcare and allowed us to develop effective techniques and narratives that ensure med-techs a presence in the media. What communication challenges have we observed, and how should they be handled?
The med-tech industry is developing dynamically. According to a McKinsey report, the med-tech market will reach a value of 550 billion dollars by 2027. Requirements for companies in this industry are specific – their communication should combine the expectations placed on the medical industry (transparency, data protection, professionalism) as well as the technological industry (innovation, know-how, business approach).
Cautious enthusiasm. Poles suspicious of technological and medical novelties
The issue that is seemingly obvious, yet often realized only in the practice of conducting communication, is the social differences regarding countries even from the same cultural circles. One of the insights we gained from working with the Slovak company DNA ERA was the differences in the approach of Poles and Slovaks to innovations in the fields of technology and medicine. While in their home country, DNA ERA’s activities were at the center of interest for the media and potential clients, Poles proved to be much more cautious and conservative. This applies to both journalists and, for example, internet creators.
Full transparency and reliability of information. How to break through suspicion?
-> In cooperation with our clients, we develop answers to questions concerning the company’s activities, the product and its scientific basis, data security, and all other issues that have appeared or may appear in the future. As a result, through a better understanding of the service and the ability to provide quick answers – even to demanding questions – we build greater trust;
- In the case of our work for DNA ERA, refining answers to even the most difficult questions resulted in publications in media outlets such as Medonet and Poradnik Zdrowie (DNA ERA).
- For the brand Mindgram – a mental health and well-being platform that provides access to psychological support and offers wide personal development opportunities for employees and their families – we secured publications in, among others, Zdrowie Radio Zet and Polityka Zdrowotna.
A pillar of med-tech industry communication. How to build expert credibility?
Although an expert image is significant in communication regardless of the industry, it is particularly vital in health-related sectors. An expert speaking on behalf of a company on medical topics should not only know and understand the product perfectly but, above all, possess the appropriate education and experience that entitles them to share knowledge on a given subject. A lack of such authority can significantly lower the brand’s credibility.
-> In collaboration with med-techs, we are looking for topics to which experts can bring a fresh perspective or substantive knowledge.
- This was the case with the participation of a DNA ERA clinical dietitian in the “Z pierwszej strony” podcast by Dziennik Gazeta Prawna, or two editions of the “Dobra Mama” magazine, where she focused on the impact of genetics on food preferences and intolerances.
- People responsible for business development will also be excellent experts in the context of statements related to the market, industry, or ongoing projects, a perfect example of which is the publication by EIT Health, an organization dedicated to education and the implementation of medical care innovations in Europe, in Mam Startup.
Med-tech – a treasury of data and knowledge. How to share them?
Med-techs combine two dynamically developing fields of science: medicine and technology.
-> med-techs often have the opportunity to share their know-how and data with the market, which is always a great way to build an expert position in the industry and attract media attention. Ideally, the data the company has access to should be unique, interesting, and allow for a better understanding of the world.
- During the coronavirus pandemic, for the Higo Sense brand – a device designed for remote health diagnosis of oneself or loved ones, connected to a mobile app for sending results directly to a doctor – influenced by information on how the Ministry of Health perceives telemedicine, we prepared commentary such as: “The telemedicine industry is concerned by the Ministry of Health conference,” or, for example, “Will the spread of the coronavirus bring telemedicine into the mainstream?”
“Medical entities certainly have money”. Whether, why, and what to buy?
Media outlets dealing with medical topics are accustomed to large budgets. Breaking through to them with organic materials – that is, effectively encouraging them to publish information from an entity unknown to them – can be difficult and time-consuming. It is therefore worth preparing for a longer waiting period for satisfying results or… accelerating their acquisition through planned paid activities.
-> it is worth including an original budget for paid activities, tailored to the brand’s specific goals, already at the stage of planning communication activities for companies in the med-tech sector.
Our experiences confirm that communication success in the med-tech industry is possible. It certainly requires a deep understanding of the fears and needs of the audience. Building trust through transparency, the credibility of experts, and the skillful sharing of knowledge and data is also key.
Are you a representative of a med-tech company looking for a PR agency that will allow you to build an expert image in the industry or among clients — let’s talk!
