Global Offices London · Vancouver · Hong Kong
Compliant architecture through both design and build.
Typical Client Profile Enterprise & scaling brands
Sector Expertise Regulated industry specialists
MedTech companies have a marketing problem that most agencies are not equipped to solve.
Medical device marketing regulation is not a single framework. It is a patchwork of national and regional rules, each with distinct requirements for what promotional claims are permissible, how clinical evidence must be presented, and what approval processes must be completed before a campaign can go live.
Most agency-client friction in medtech marketing happens at the compliance review stage, because the agency produced content without understanding the regulatory constraints, and the client’s regulatory affairs team has to rebuild it from scratch. The campaign that eventually launches is a compromised version of both the original creative intent and the regulatory ideal.
“Compliance is not the obstacle. It is the brief. The agencies that understand this produce better medtech marketing, faster.”
We brief every piece of medtech content against the applicable regulatory framework before a word is written. Clinical claims are graded against the device’s evidence base and cleared indication. Promotional materials are reviewed for off-label risk before client submission. The result is a document that arrives at your regulatory affairs team substantially clean, which means faster approvals, fewer cycles, and campaigns that launch on schedule.
Regulatory Frameworks by Market
- MHRA advertising guidance (UK)
- MDR Article 7 and IVDR (EU)
- FDA 21 CFR Part 801 and 807 (US)
- TGA advertising standards (AU)
- PMDA promotional requirements (JP0
- HSA device regulations (SG)
- NMPA marketing requirements (CN)
Device Classification Matters
- Class I: general controls, flexible promotion
- Class II: 510(k) cleared indication governs all claims
- Class III: PMA approved, strictest promotional limits
- EU Class IIa/IIb/III: MDR CE certificate required before any promotional activity
Pre-Market Preparation
Building market awareness and clinical familiarity before regulatory clearance is achieved, within the strict restrictions on promotional claims that apply to devices not yet cleared or approved.
- Disease and category education content
- KOL and clinical advisory engagement
- Market shaping content strategy
- SEO and organic foundation build
- Distributor and partner readiness
Product Launch
First promotional materials post-clearance, launch campaign execution, and the concentrated commercial push that establishes the device in the market and drives initial trial.
- Regulatory-reviewed launch materials
- HCP-targeted digital campaigns
- Clinical evidence content production
- Procurement-stage documentation
- PR and trade media programme
Clinical Adoption
Converting initial interest to sustained adoption across target institutions, building the clinical user base that generates the real-world evidence and peer-to-peer advocacy that drives growth.
- Case study and outcomes content
- Training and implementation support
- Real-world evidence marketing
- Conference and congress strategy
- Reorder and expansion campaigns
Market Expansion
Geographic expansion to new markets, indication expansion where evidence supports it, and the sustained SEO and demand programme that maintains pipeline independent of campaign activity.
- International market entry strategy
- Regulatory adaptation by market
- Indication expansion content
- Sustained SEO and content programme
- Health economic value communication
- Commercial keyword rankings
- Clinical content
- E-E-A-T standards
We currently rank at position 7.6 for “digital marketing for medical devices,” a commercial search term with 1,400 monthly searches. We apply the same methodology to our clients: keyword architecture targeting clinical and commercial buyer intent, long-form content that earns topical authority in your device category, and technical SEO foundations that ensure your content is indexed and eligible to rank in a category where Google’s quality standards are among the highest on the internet.
For MedTech specifically, content must demonstrate genuine clinical knowledge to satisfy E-E-A-T requirements. Thin content does not rank in health search. We produce content that earns rankings because it deserves them, which makes those positions durable rather than dependent on continuous paid media spend to maintain visibility.
- MHRA and FDA reviewed
- MDR compliant
- MLR ready
Every piece of medtech promotional content we produce is briefed against the regulatory requirements for the device’s classification and cleared indication before writing begins. Clinical claims are graded against the evidence base. Off-label risk is assessed at brief stage, not at review stage. Materials are reviewed internally against the applicable standards before they reach your medical, legal, and regulatory team.
The result is a document that arrives at your MLR team substantially clean. Fewer revision cycles, faster approvals, and campaigns that launch on schedule rather than six weeks after the regulatory team has finished rebuilding them.
- Clinician-facing
- KOL programmes
- Congress strategy
Healthcare professional marketing for medical devices requires a clinical language register and a compliance framework that is entirely different from consumer or procurement-facing content. Surgeons, radiologists, cardiologists, and other device-using clinicians evaluate promotional materials against their clinical knowledge and will dismiss anything that oversimplifies, overclaims, or demonstrates insufficient understanding of the clinical context.
We build HCP-targeted digital programmes, congress and conference strategies, clinical education content, and key opinion leader engagement programmes. All content is produced by writers with genuine clinical knowledge, reviewed against the applicable promotional codes, and calibrated to the specific clinical audience rather than to a generic “healthcare professional” persona.
- Procurement committee
- Health economics
- NHS frameworks
Hospital procurement committees evaluate medical devices across dimensions that extend well beyond clinical performance. Finance evaluates total cost of ownership and capital budget impact. IT evaluates integration complexity and cybersecurity. Procurement evaluates supplier stability and contract terms. Clinical governance evaluates patient safety and training requirements. Each of those evaluators needs a different argument from the same product.
We produce the procurement-stage content that addresses all of them: clinical evidence summaries written for non-clinical buyers, health economic models framed as commercial arguments, implementation roadmaps that reduce IT objections, and supplier credibility content that gives a procurement team the confidence to recommend you internally. For NHS procurement specifically, we understand framework agreements, OJEU requirements, and the specific documentation that NHS trusts need to complete a compliant procurement process.
- Pre-launch preparation
- Launch execution
- Multi-market
A medtech product launch is not a single campaign. It is a sequenced programme that begins months before first clearance or CE marking, with market shaping and clinical education content that builds awareness without crossing the promotional restrictions that apply to devices not yet approved. The launch itself involves coordinated activity across HCP channels, procurement communications, PR, and digital, all operating within the regulatory constraints of each target market.
We build and manage global launch programmes for medtech businesses entering new markets or launching new products, managing the regulatory adaptation and market-specific execution from our London, Vancouver, and Hong Kong offices across the major medtech markets simultaneously.
- Compliance-aware paid
- LinkedIn HCP targeting
- Intent-based
Paid media for medical devices operates under restrictions that change frequently on Google, LinkedIn, and Meta. Health-related advertising policies affect what claims can be made, what audiences can be targeted, and what landing pages are permitted. We maintain working knowledge of those restrictions and build medtech paid campaigns that operate within them without sacrificing commercial effectiveness.
For HCP-targeted programmes, LinkedIn’s professional targeting and specialist healthcare programmatic platforms reach clinicians and procurement professionals directly. For consumer-facing connected health or wearable products, separate campaign structures with separate compliance frameworks operate on direct response economics alongside the institutional sales programme.
MHRA, MDR and NHS Markets
Deep knowledge of MHRA advertising guidance, EU MDR and IVDR obligations, and NHS procurement frameworks including NHS Supply Chain contracts, NICE technology appraisal processes, and the specific documentation requirements of NHS trust procurement teams.
FDA, IDN and GPO Markets
FDA promotional requirements including 21 CFR Part 801 and the specific restrictions that apply to 510(k) cleared and PMA approved devices. IDN and GPO procurement strategies, Sunshine Act compliance, and the distinct buyer behaviour of US hospital systems versus the UK NHS model.
PMDA, TGA and APAC Expansion
Market entry strategy for medtech businesses expanding into Japan (PMDA), Australia (TGA), Singapore (HSA), and Greater China (NMPA). Each market has distinct regulatory timelines, promotional requirements, and distribution channel structures that require genuine local knowledge rather than adapted European or US campaigns.