The medtech marketing landscape continues to evolve rapidly. McKinsey's recent reports highlight the growing trend among healthcare professionals for more specialized information that is backed by clinical evidence. As the industry evolves, there is an increasing demand for solutions that address specific needs and are supported by solid data. At Icovy Marketing, we see three key areas shaping success: digital patient experience, brand authority, and scalable growth systems.
Digital Patient Journey - Why It Matters
Deloitte's Healthcare Consumer Survey shows that many patients now turn to online resources to research health conditions before seeing a provider. This shift reflects a growing reliance on digital tools in making healthcare decisions. And it's not just patients—healthcare providers are also leaning more on digital resources when evaluating and purchasing new technology. This trend highlights how the digital landscape is transforming both patient and provider behaviors in healthcare.
Modern Healthcare Decisions Begin Online
GE Healthcare’s latest earnings report shows that it’s making great strides with its digital engagement efforts. For instance, when it launched its CT portfolio, it saw a clear connection between early digital interactions and customers' decisions to make a purchase. This really shows how much of an impact these online touchpoints are having on healthcare decisions. Hospital committees now spend substantial time evaluating options online before requesting demonstrations.
Their digital resources have become crucial in the purchase journey. According to their Q3 2023 earnings call, procurement teams engaging with digital content early in the process show markedly higher conversion rates.
Website Optimization Drives Conversions
Siemens Healthineers highlighted in their 2023 annual report that virtual planning tools for their MRI systems have helped improve the sales process. Their platform allows radiology departments to visualize equipment placement and optimize workflows within their actual space. The platform’s collaborative features helped improve communication between department heads, IT teams, and administrators. By bringing everyone together, this integrated approach made the process from initial interest to purchase decision much more efficient.
Video Content Increases Understanding
Karl Storz's latest annual report showcases how surgical education is changing. Their digital platform data shows that video training speeds up the rollout of new minimally invasive techniques. What started as a training tool has grown into a professional network where surgeons learn from each other's real cases and challenges.
What makes this particularly relevant for Icovy's clients is the compound effect we're seeing in medtech education. When surgeons share their experiences through video, more teams adopt new procedures and refine their techniques. We've learned that giving healthcare professionals a space to connect and learn from each other works better than one-way training.
Automation Creates Scalable Systems
BD (Becton, Dickinson, and Company), the global medtech giant with over $20 billion in annual revenue, has found a smarter way to engage hospitals through its Medication Management Solutions division. The division, which provides infusion systems, automated dispensing cabinets, and medication management software, has moved beyond one-size-fits-all outreach. They now analyze each hospital's profile and history to deliver precisely what's needed when it's needed - from training materials to product updates. And it's working: hospitals are engaging more than ever with BD's communications.
Brand Authority - Building Trust
According to the Journal of Digital Healthcare, healthcare providers spend significantly more time engaging with content from established trusted sources. Market leaders are evolving from vendors to valued advisors by sharing insights that improve patient outcomes and operational efficiency.
Content Demonstrates Expertise
At Icovy, we've seen firsthand how rich, educational content reshapes medtech marketing. Olympus's Medical's endoscopy education platform demonstrates what works in specialist engagement - creating professional resources that physicians can actually use in their practice. This reflects a broader industry shift, as documented in recent McKinsey research showing physicians increasingly prefer medtech companies that provide valuable clinical education over purely product-focused marketing.
We apply these insights to help our medtech clients build authority in their specialties through practical content that supports clinical decision-making and skill development. Whether it's procedural videos, case studies, or clinical guidelines, the focus is on creating resources that bring real value to specialists' daily practice.
SEO Attracts Qualified Traffic
Building on our experience, Hologic's results confirm what we tell our clients: getting found online means speaking your audience's language. Focusing on the exact terms specialists use when searching - like specific procedures and techniques - brings in better-qualified prospects. This targeted approach costs less and converts better than broad medical device marketing.
Positioning Captures Market Share
At Icovy, we've watched the medtech market shift dramatically in how companies present their value. Leading companies now spotlight real clinical outcomes over technical specs. For example, instead of detailing a device's resolution power, successful companies share how it improves diagnostic accuracy or patient recovery times.
These findings shape how we guide our clients. When marketing messages focus on procedure-specific outcomes and back claims with peer-reviewed data, healthcare providers engage more deeply. Healthcare providers look for solid evidence that devices improve patient care and clinical efficiency. Data-backed results build trust and move sales forward.
Rather than organizing by product lines, successful companies now organize around clinical specialties and specific procedures, making it easier for healthcare providers to find relevant outcome data for their practice.
Trust Accelerates the Sales Cycle
HIMSS data confirms that transparent value analysis and real-world evidence cut down enterprise sales cycles in medical technology purchases. At Icovy, we consistently see this play out: When companies share clear ROI data and implementation metrics upfront, deals move faster and with fewer obstacles. Healthcare providers value this transparency, often citing it as a key factor in vendor selection.
Growth Acceleration - Scaling Success
Through our work with medtech companies, we've seen how integrated systems can track what’s working, scale successful programs, and quickly adapt to market shifts. This approach provides the structure needed for companies to expand more efficiently, whether across regions or specialties.
Paid Media Reaches Decision-Makers
Recent research reflects a key shift in medtech marketing: targeted professional network campaigns deliver better results at lower costs than broad outreach. Working with our clients, we've found that understanding when and where healthcare professionals seek information makes paid media more effective. Campaigns that align with clinical decision-making moments consistently show stronger engagement.
Analytics Demonstrate Impact
The Healthcare Financial Management Association (HFMA) found that healthcare organizations investing in educational resources are more likely to successfully adopt new technologies and improve performance. This insight highlights the power of data-driven learning and content strategies in driving digital transformation in healthcare. The use of analytics not only measures success but also guides organizations toward impactful decisions that foster growth and innovation.
Automation Reduces Acquisition Costs
At Icovy, we guide medtech companies to automate smartly - focusing on personalization that matters to specialists. When content adapts based on specialty, facility type, and past interactions, engagement rates climb while marketing costs drop.
These efficiency gains come from eliminating manual tasks and delivering more relevant content. For example, radiologists receive different case studies than orthopedic surgeons, and large teaching hospitals see different ROI calculations than small practices. Our clients find that this targeted approach not only saves time but also generates more qualified leads from their marketing spend.
Systems Enable Predictable Growth
It is clear that the companies that will succeed in 2025 are the ones that truly embrace the digital-first approach shaping the medtech industry today. Technology is advancing quickly, and so are customer expectations. It’s about making things simpler, more effective, and ultimately, more impactful for both the company and its customers.
