Crafting Perception: How Neuromarketing and Positioning Influence Decision-Making in the Medical Device and MedTech Industries in 2024

Imagine for a moment that every decision you make starts with a picture in your mind. This isn’t just a theory; it’s a fact backed by neuroscience. Before we reach for that tempting snack, there’s a mental rehearsal playing out in our heads. This fascinating insight into our cognitive processes is at the heart of understanding consumer behaviour and, more importantly, the concept of positioning in marketing.

Neuromarketing takes these neurological revelations and applies them to the realm of consumer preferences and behaviours. By crafting the right mental image associated with a brand, marketers can significantly influence consumer choices amidst a world of options. This strategy delves deep into the subconscious, influencing decisions beyond mere logical reasoning.

Now, you might think, “But in our industry, where decisions are made by committees and based on hard data, does positioning really matter?” Absolutely. While purchasing a soda and investing in high-tech medical equipment are worlds apart, both decisions are influenced by emotion, relationships, and sometimes, irrational factors. In a market where products often become commoditised, these intangible elements become crucial. Think of Siemens Healthineers, a leading force in medical technology known for its innovative contributions to imaging, laboratory diagnostics, and healthcare IT.

Siemens Healthineers positions themselves as not just a provider of medical technologies but as a visionary shaping the future of healthcare. This vision plays into the human bias towards progress and innovation, appealing to the desire to be part of something groundbreaking and transformative. By highlighting their role in advancing medical care, Siemens Healthineers taps into an emotional narrative that transcends the purely rational analysis of their products’ features. It’s about being associated with success and innovation, appealing to the pride and aspirations of their clients, which, while not entirely rational, are potent motivators.

Consider the long-term commercial relationships in the Medical Device and MedTech industries. Choosing a vendor means embarking on a journey filled with daily interactions for years. In such scenarios, where technical differences are minimal, the decision often hinges on trust and the quality of the relationship.

It’s not just about emotions or preferences. Critical questions like, “Will they listen when there’s an issue?” or “How transparent are they about challenges?” play a significant role in shaping a client’s decision – even more so in our industry where millions of lives depend on the reliability of the devices we make. These aspects underscore the importance of trust and transparency in customer service, highlighting the key role of intangible elements in business relationships.

This brings us to positioning—how a company is perceived by its audience. It’s about creating an image that resonates on a cognitive and emotional level.

As Medical Device marketers, our job is to leverage neuromarketing not to manipulate but to help potential clients understand our positioning, values, and strengths transparently. It’s about being the preferred choice for those who share our values.

Creating this image isn’t a one-off task; it’s an ongoing conversation with your target audience through your editorial plan. It’s about defining how you want to be perceived, highlighting your unique selling points (USPs), and shaping people’s perceptions without directly telling them. This involves a blend of subconscious judgment and rational justification, where your USPs provide the factual backbone to your story.

Social media has become a powerful tool in this narrative. It’s not just a platform for advertising but a space for meaningful conversations. Through these dialogues, your potential clients, employees, suppliers, and partners engage, shaping the perception of your brand. It’s about creating a real, sustainable positioning that resonates with your audience, avoiding the pitfalls of portraying an inauthentic image.

In essence, the art of positioning is about tapping into the innate cognitive and emotional responses of your consumers. By leveraging compelling visuals and content that align with natural information processing, your marketing becomes not just a tool but a strategic asset. This approach not only enhances the perception of your brand but also establishes it as the preferred choice in a competitive market.

So, as you embark on your social media journey, ask yourself: What image do I want to project? How do I want to be perceived? Remember, effective positioning is rooted in reality, aspiring towards greatness but always grounded in truth. It’s about creating a lasting image that captures the essence of your brand, making it not just seen but remembered and preferred in the Medical Device industry.

Interested in discovering how we can assist with your digital strategy or marketing needs? Let’s connect! We would be happy to discuss your case and help you fully harness the power of your digital communication. Speak today to our digital strategy experts!

The Impact of Real-time Content in Modern Marketing Strategies for Medical Device and Medtech Companies

AAOS 2024 is just around the corner, and here’s why you should be ready to invest in real-time content during the meeting.

For medical device and MedTech companies, embracing real-time content sharing during congresses and events such as AAOS is key to standing out. It’s a unique chance to boost engagement, grow your online following, and gain traction in your channels.

Medical device and MedTech companies need to own the moment and harness real-time content marketing to make the most of the events and stand out.

Find out how to harness its power.

Real-time is the next level of a solid content marketing strategy. It’s just a logical step when you consider our fast-moving, mobile-centric world, and the instantaneous nature of news and communication.

And it’s not just consumer brands; multiple B2B companies like IBM and HubSpot are seizing the unique opportunity to engage their audiences with in-the-moment content to save their digital marketing strategies from stagnation and boredom.

But what’s the evidence behind real-time content marketing strategy?

The most compelling reason to integrate real-time content into your strategy is that audience engagement just skyrockets. A study conducted by Smart Insights demonstrated that:

  • 76% reported that real-time marketing increased audience engagement.

  • 56% said it increased positive brand sentiment.

  • 35% saw increased reach and followers.

  • 25% believe it improves conversion and ROI.

For medtech and medical device companies, embracing real-time content isn’t just a savvy move; it’s a strategic necessity. In an industry driven by innovation and rapid advancements, seizing the moment in digital conversations, especially during busy moments with events and congresses, is crucial for asserting market leadership.

By actively participating and delivering timely content, companies not only showcase their expertise but also establish themselves as agile, responsive, and ready for the game. It’s not just about staying relevant; it’s about setting the pace, asserting leadership, driving engagement, and ultimately, making a tangible impact in your communication efforts.


Interested in discovering how we can assist with your digital strategy or marketing needs? Let’s connect! We would be happy to discuss your case and help you fully harness the power of your digital communication. Speak today to our digital strategy experts!

How Digital Strategy is helping small and medium-sized medical device companies compete on an equal footing with the big market players?

Small to medium-sized medical device companies are being called on to develop relationships online with clients, suppliers, and stakeholders, or risk stagnating.

Medical device marketing company CommuniD has been tracking the activities of medical device companies and their online activities, particularly social media.

The findings are clear – Major MedTech companies have been ramping up their digital marketing capabilities to serve HCPs and healthcare systems more effectively. More specifically they have evolved their technical, product-based traditional marketing approach to run campaigns via email, social media, and other channels while increasing expertise in engine optimisation (SEO) and search engine marketing (SEM).

And it’s not just a recent phenomenon, according to a McKinsey report in 2017, large players have been breaking out of traditional medical marketing frameworks for several years.

The Medical Device Industry is characterised by high investment costs, competition, heavy regulation, and constant technological advancements. A tough environment for smaller companies with great ideas but finite resources.
However, there is a group of players who understand the challenges to marketing their products in a market where major device companies already have established sales and distribution networks and long-lasting relationships with physicians’ hospitals and greater resources to develop new medical devices or improve existing ones. And despite the trend to seek acquisition as soon as possible, they believe so much in their technology that they have chosen to remain independent, develop their unique life-changing devices at their own pace and retain ownership.

Digital Marketing and social media are powerful tools for these small to mid-size companies to compete against giants because, in digital marketing, although resources play an important role, competence, creativity, resilience and perseverance can often offset the power of a multibillion-expense budget. One such company is Aleva Neurotherapeutics. The Switzerland-based company has created a medical device to personalise patient therapy with Deep Brain Stimulation (DBS) competing against 3 giants like Medtronic, Abbott, and Boston Scientific. Their innovative product delivers the highest precision in directional stimulation for patients suffering from neurological disorders.

Another small medical device company making waves in the industry for its innovation is Greenbone. The company has developed an innovative generation of bone substitutes that mirrors the structure of natural bone and is obtained from rattan wood by a unique process that preserves wood’s 3D structure. In a market dominated by Depuy-Synthes, Baxter and Allosources, Greenbone’s substitutes are designed for extensive bone damage in non-loaded and load-bearing skeletal segments such as long bone non-union fractures, spinal damage, trauma, and cancer-induced bone loss.

Last is the Australian company Osseointegration International. Osseointegration is a medical procedure that allows for the direct attachment of an external prosthesis to the skeleton through the surgical implantation of an intramedullary device. Osseointegration as a concept was introduced by Per-Ingvar Branemark, in 1969 and improved by the Australia-based surgeon Professor Munjed Al Muderis. Osseointegration International is paving its way in competing with large orthopedic corporations (Zimmer holding, Stryker Corporation).

Elvio Gramignano, founder of CommuniD says: “The Medical Device Industry is not a level playing feed, and smaller companies with innovative solutions must find ways of thriving in an industry that is already very competitive. Those who engage prospects and customers online will be able to go some way to level the pitch – those who rely only on old relationship models will soon stagnate.”

How orthopaedic surgeons are revolutionising communication with patients and colleagues through social media

A detailed analysis reveals an increasing number of orthopaedic surgeons present on Facebook, Instagram, LinkedIn, Twitter, and YouTube, gathering huge digital communities comprised of patients, doctors, and other professionals involved in the medical business.

The old days when a patient had to sit passively in the hospital’s waiting room to get advice from an inaccessible, old-fashioned doctor are gone. Surgeons are now proficient not only in their clinical practice but also in digital communication. The phenomenon is a natural result of the increased adoption of social media as a “real-time portfolio” for medical professionals. With a striking 4.9 billion users across the world in 2023, it’s not surprising that the orthopaedic community keeps turning to Facebook, Instagram, LinkedIn, and other platforms to showcase their professional expertise online. They use these platforms to help spread specialist knowledge to the wider public, create awareness about procedures, or expand their professional network.

Dr Robert Rozbruch is an example of the new generation of medical professionals who have built a massive online community. The NY-based professor of clinical orthopaedic surgery updates his Instagram profile almost daily, sharing photos and videos of successful limb-lengthening procedures and complex reconstruction surgery outcomes with his nearly 15 thousand followers.

Within a few clicks, you can find Professor Munjed Al Muderis, an Australian general lower limb surgeon and one of the world leaders in osseointegration procedures for amputees. On his YouTube channel with more than 2.7 million views, Prof. Al Muderis presents multiple cases of osseointegration intervention, complex limb reconstructions, knee replacements, muscle reinnervation, and ligament surgery. Al Muderis also shares fragments of his practice on Facebook, a platform where the doctor has over nine thousand followers.

Dr Neil Bradbury, a British knee specialist at Wellington Hospital in London and co-founder of the Biological Knee Society, is an expert in robotic-assisted joint replacement of the knee and regenerative surgery. He uses Twitter’s quick and sweet 144-character format to share insights on ligament reconstruction, meniscal transplant, and the latest innovations in non-surgical orthopaedic treatments.

In the professional realm of social media, Dr Russel Bodner, surgeon and sports medicine specialist, uses LinkedIn as an avenue to talk about Arthroscopic Surgery, hip, joint, and knee replacement, commenting on clinical cases and the use of technology to improve orthopaedic practice with his network of over 5000 followers.

In the past, medical information used to lay only in the hands of peer-reviewed or specialised journals, which also controlled the accuracy of the information transmitted and acted like gatekeepers. Although the advent of social media has created a valuable democratic and informal space for medical professionals and patients, such freedom comes with potential risks, especially in the medical environment. Reassuringly, the fact that medical professionals are highly regulated is a strong incentive to keep their claims evidenced and justifiable. However, it is always best to evaluate the authority of the post-writer visualising the clinical and scientific background on databases like PubMed ( ), EMBASE and MEDILINE.