Are you standing out, or blending in?
In 2025, the pressure to be disruptive in MedTech marketing is greater than ever. With crowded markets and copycat tactics dominating the field, companies are asking: How can we stand out when everyone’s doing the same thing?
The truth is, most aren’t doing it well.
At Podymos, we work exclusively in Medical Device marketing across the UK, EU and US, so we know the balance between boldness and compliance. We help companies pusht regulatory boundaries, without breaking them, by creating content that’s not just compliant, but compelling.
Having worked inside global corporates, we also understand how misalignment between Sales and Marketing can lead to bland, ineffective campaigns. Sales know what prospects are asking, (their ‘issues, fears and concerns that stop them from moving forward in their buyers' journey’), while Marketing knows how to create great content. When these teams operate in silo, your content stops working, and your sales journey stalls as customers lose interest.
This article outlines the five biggest marketing mistakes we’re seeing right now, ones that we believe at least 95% of MedTech companies are making. Avoiding them isn’t just smart. It’s a competitive advantage.
1. Messaging that says nothing specific
If your audience can’t tell exactly what your device does and the problem it solves for them, they won’t take the next step. Yet, this is the reality for most MedTech companies, including some of the industry’s biggest names.
Just look around a congress hall. How many stands truly communicate the emotional and practical value of their product in a clear, specific way? Very few. Companies are still too reliant on features and benefits as opposed to addressing the real problem a technology solves. This means most rely on vague taglines, jargon, or clever wordplay that means little to their target audience. It’s no surprise these booths often sit quietly, contemplating a disappointing product launch, while others spark curiosity and conversations.
Solution: One message, one clear outcome
Effective messaging should be:
- Crystal clear about what your device does
- Specific about the problem it solves
- Unique to your offering (not something competitors could copy)
- Emotionally relevant, so your audience says “Yes, this could solve my problem”
When done well, great messaging acts as a magnet. It should prompt a clinician to walk over at a congress, or a procurement lead to click through a digital ad, because it speaks directly to the problem they’re trying to solve.
Most companies already know what makes their product great. They just don’t know how to say it clearly. That’s where expert messaging support, whether in-house, agency or freelance can make a significant impact.
2. Ignoring 80% of the buyer's journey
Too many MedTech companies still believe the sales team is the main engine of growth. While sales teams are critical, they are no longer the primary driver in a buyer’s decision-making process.
In fact, far from it.
According to Forrester, even in the early 2020s, 70–90% of the buyer’s journey was happening before a prospect even got in contact with a company, and that figure is only climbing. Today, 44% of millennials prefer a sales-person-free sales experience, more than double the rate of the previous generation. We’re moving into a self-educating world. The question is: Is MedTech ready for it?
For most companies, the answer is no. They’re not engaging digital buyers in the first 80% of their journey, and often don’t even realise they’re there.
Solution: Make your content your top sales rep
Regulatory concerns often hold teams back. The safest answer from Regulatory is often ‘no’, but with early collaboration and a deeper understanding of EU, UK and FDA rules, a lot more is possible than you think.
Here’s the rule: If your sales team hears the question, your website should answer it.
Every objection, fear, and knowledge gap that arises in sales meetings should be reflected in your online content. Why wait for a one-to-one conversation when you can answer that same question one-to-many, through videos, articles and other content?
Done right, your content should work for you 24/7 to move prospects from awareness to consideration, decision and beyond.
And the real opportunity? Almost no one in MedTech is doing this well. The playing field is wide open.
3. Sticking to outdated sales tools
How many questions in your early sales meetings are the same? For most MedTech teams, the answer is 60–80%. That’s a huge amount of repetition, and a huge waste of your sales team’s time.
Every year, this repetition burns through hours that could be spent building relationships, solving complex objections, attending clinical cases, or closing deals. And more importantly, it holds back the buyer experience. Instead of walking into a room where the prospect already understands the basics and is ready to talk specifics, sales teams are stuck covering old ground.
This is one of the clearest signs that a company hasn’t embraced the digital sales landscape.
Solution: Use content to compress the sales cycle and buyers' journey
Imagine answering your most common questions through short, high-quality videos, not just to inform, but to build familiarity and trust between your team and prospects. By the time your sales executive enters the room, the prospect feels like they’ve already met them. They’re ready to have a real conversation.
This principle applies across the sales journey. At every stage, content can be used to educate, reassure, and drive momentum. But that only works when you know what your customers are actually asking. Not what you assume they want to hear.
Here’s the process:
- Map your sales journey by stakeholder
- Identify repetitive conversations
- Create content (ideally in video) that replaces or enhances those interactions
The companies doing this well are dramatically shortening sales cycles. The ones that aren’t? They’re bleeding time, money, and opportunity, and likely don’t even realise it.
4. Ignoring the AI-driven future of customer experience
AI is growing, and intelligent avatars won’t be far behind. In just a few years, websites won’t simply be static brochures. They’ll act as dynamic portals, answering questions, offering advice, and guiding clinicians or procurement teams through their buyer’s journey in real time.
But this vision only works if you give AI something meaningful to work with.
Right now, most MedTech companies aren’t even close. Their websites don’t offer enough well-structured, specific content to support a helpful customer experience, let alone power an AI-driven one.
Solution: Start building content now, not later
Customer expectations are changing fast. Yes, it feels unfamiliar to answer all your audience’s questions publicly in video or text form, but ignoring the shift won’t make it go away.
The biggest barrier is mindset. Many teams fall back on “this is how we’ve always done it,” or “regulatory won’t allow it.” But that’s not always true.
With the right understanding of UK, EU (and country-level), and US regulations, you can do far more than you think, and do it well within compliance. That’s why we’ve created this EUMDR & UK promotional guide to help MedTech marketers build content confidently.
Most importantly, MedTech needs to stop saying “we’re already doing this”, and start asking “how can we do this better?”
The companies that embrace AI-powered education and support will own the future customer experience. The rest will be left behind.
5. Neglecting the power of video
If your audience can process video content 60,000 times faster than text, why aren’t you leading with it? Despite video being the most engaging format for education, trust-building, and conversion, many MedTech companies are still lagging behind.
Your audience is watching more video than ever before. And yet, company websites often lack even the basics. No video library, no team introductions, no searchable FAQs in visual form. This is a huge missed opportunity, not just for customer engagement but also for internal communications and training.
Solution: Build your in-house video capability, or at least your video library
To truly transform your buyer journey, video should be embedded at every stage, from awareness through onboarding. That requires strategy, speed, and scale. It also requires integration.
That’s why we believe in-house video teams, jointly owned by Marketing and Sales as part of a ‘Commercialisation Team’, will soon become standard in all medium to large MedTech companies. It’s the only way to create Tesla-like buyer journeys, seamless, educational, and efficient.
Still hesitating? Remember this:
- If you're answering real customer questions, you already have a year’s worth of content ideas.
- If your people are camera-shy, that’s normal — but with support, it becomes second nature.
- If you think this is a future priority, think again. The window to lead is now.
Your website should act as a video library, mirrored on YouTube (the world’s second-largest search engine), where customers can meet your team, connect with your brand, and find answers 24/7.
Video is not just the future. It’s the present, and the fastest path to trust.
Your next steps to future-proof MedTech marketing
The biggest mistake in MedTech marketing isn’t just doing the wrong thing, it’s not realising there’s a better way.
From vague messaging to outdated sales tactics, each of these five missteps is costing companies time, budget, and traction. The good news? Every one of them is fixable, and the companies that act first will move fastest.
At Podymos, we specialise in helping MedTech companies create regulatory-compliant, commercially effective marketing strategies that directly address these five mistakes. We ensure your content clearly articulates what your prospects need to hear, so they move confidently through their buyer’s journey, both online and with your sales team. We do this by working closely with Sales, Marketing and Regulatory to make the bold possible, without crossing the compliance line.
If you're ready to address these 5 big mistakes, book a meeting here to find out what changes could have the biggest impact on your 2025/2026 marketing strategy.