Are you looking to streamline customer conversations, eliminate repetitive questions, and shorten your sales cycle by addressing customer concerns upfront?
In 2025 and beyond, content will play a critical role in shaping the future of customer interactions as AI continues to evolve. With websites increasingly adopting AI avatars, your content won’t just serve traditional purposes like SEO and lead generation; it will become a vital resource for training AI models. These virtual assistants will rely on well-crafted, customer-centric content to provide accurate, real-time answers, enhancing the customer experience like never before. If your business isn’t preparing for this shift, your competitors certainly will.
But many medical device companies struggle to create content that doesn’t just drive traffic but also adds real value — both for their audience and their bottom line. The challenge lies in knowing what to write about to achieve these goals.
The solution is simpler than you might think: answer your customers’ most pressing questions. Not only does this build trust and position you as an industry leader, but it also creates a smoother, more efficient buying journey for your customers.
Years of experience and data analysis have revealed five types of articles — The Big 5 — that consistently deliver results across all industries. These topics drive traffic, generate leads, and, most importantly, help your sales team close deals faster by empowering customers with the information they need upfront. Now, with AI advancing rapidly, these content pillars are more important than ever. By creating content based on The Big 5, you’ll not only help your customers today but also future-proof your business by enabling superior AI-driven customer service capabilities.
In this article, we’ll explore each of The Big 5, complete with examples to inspire your own content. By the end, you’ll have a clearer understanding of these content pillars and their role in shaping buyer decisions. We’ll also discuss two additional questions your audience is asking to give you even more content ideas.
If you aren’t already writing about The Big 5, now is the time to start — not just for SEO (which is evolving alongside AI) but for delivering exceptional customer service both now and in the future. Businesses that take action today will be well-positioned to lead tomorrow. Embrace this opportunity to set the standard, or risk being left behind by competitors who do.
What is the Big 5?
During the 2008 economic downturn, Marcus Sheridan, the mind behind the They Ask, You Answer philosophy, discovered an approach that would go on to redefine content marketing.
He identified five key topics that customers consistently wanted answers to, forming the basis of what’s now known as the “Big 5.” This game-changing framework focuses on addressing the questions that matter most to your audience, setting the stage for meaningful engagement and lasting trust.
The Big 5 encompasses:
- Pricing and costs: Providing transparent insights into the financial aspects of your medical devices.
- Problems and issues: Openly discussing potential challenges or limitations associated with specific devices, as well as their solutions, ensuring that end users are well-informed.
- Comparisons: Drawing objective comparisons between your medical technology and that of competitors, highlighting unique features and advantages.
- Reviews: Sharing genuine feedback from medical professionals and institutions that have used your device in real-world scenarios.
- Best in class: Spotlighting the standout medical devices that are leading the way in innovation, safety, and efficacy.
Why does the Big 5 matter so much in the medical device industry? It’s simple: trust and efficiency. By addressing your audience’s most pressing questions upfront, you empower them to make informed decisions about what is right for them, in their own time.
Statistics show that approximately 80% of the buyer’s decision is made before a customer even gets in contact with sales. This trend toward self-education is only growing, with 44% of millennials preferring a salesperson-free sales approach—2.2x higher than the previous generation. These numbers highlight the importance of providing clear, accessible, and trustworthy content to guide potential customers through their research phase.
By answering these critical questions early, you not only build trust and position yourself as a leader in the field, but you also streamline the sales process. Imagine how your sales process would change if potential customers had 80% of their questions answered before they even spoke to a member of your sales team. With The Big 5, you can ensure your content meets your audience’s needs, reduces back-and-forth, and drives more informed and confident buying decisions.
Pricing articles: enhancing transparency in the medical device industry
In any industry, pricing is one of the most frequently asked questions — and the medical device sector is no exception.
It’s a topic that often raises questions and concerns but, when addressed directly, helps manufacturers connect with their audience and build trust. Articles that address this topic directly are one of the most effective ways to build trust and establish transparency.
Understandably, the medical device industry has been cautious about discussing pricing openly. Concerns about competitive disadvantages, the risk of price wars, and the complex nature of medical device pricing — which can vary based on region, regulations, and contracts with medical institutions and buying groups — all rightly contribute to this hesitation.
However, if pricing is a common question, why wait to address it in one-to-one conversations when certain answers could be shared with a broader audience?
While many worry that pricing could be off-putting if it seems too high, being upfront allows you to avoid wasting time on bad fits, as unsuitable prospects will naturally eliminate themselves. The real question is: how can we do this effectively within such a heavily regulated market? Finding the right approach to openly discuss pricing could not only provide clarity but also strengthen customer relationships by addressing their concerns upfront.
Examples of medical device pricing articles
- What affects the cost of [specific medical device]: A complete breakdown of the key factors influencing the cost of a device, including different configurations, accessories, servicing and warranties.
- Understanding the value of [medical device] - A comprehensive review of the short- and long-term cost impact of [medical device] on radiology services.
Problem articles: addressing challenges and solutions
Being upfront about potential challenges or perceived "problems" with your product, service, or industry is one of the most powerful ways to build trust with your audience. Far from damaging your reputation, this honesty helps you get ahead of potential objections, provide solutions, and guide buyers toward the best decisions for their needs.
After all, if you don’t talk about these challenges, your competitors and customers certainly will. By addressing them openly, you ensure you control the narrative, provide the solution, and position yourself as a trusted, transparent resource.
For example, let’s say you sell a specific type of medical device for breast surgery. A concern among buyers might be, “Can I use [medical device] in the axilla – I've heard it’s too big?”
By addressing this question directly, you can correct this concern or provide practical solutions to address it. This not only demonstrates transparency but also educates your audience, guiding buyers to make informed decisions that best suit their needs.
This approach also helps filter out customers who aren’t the right fit, saving time for both sides. If your product isn’t suitable for certain situations, being transparent about it demonstrates integrity — and positions you as a trusted resource rather than just another sales pitch.
Ultimately, discussing challenges isn’t about highlighting flaws; it’s about helping your audience make informed decisions, after all, no device is perfect. When done well, this strategy can strengthen your reputation and attract the right kind of customers who truly benefit from what you offer.
Examples of problem articles
- I’ve heard that [device] cannot be used in the pelvis as it generates too many plumes, impacting visualisation?
- I’ve been told that your robot takes too long to set up, so it's not going to be suitable for us.
- Colleagues have told me that your device keeps deactivating during the procedure. This is a big problem.
Other types of problem articles
Problem-focused content doesn’t need to be limited to your device itself. It can also tackle broader issues related to its indications or use cases.
For instance, if your device is designed for a specific medical procedure, you might discuss common challenges HCPs face when performing that procedure — and how your device helps overcome them. Or, if there are known difficulties in patient adherence to treatments within your indication, you could explore ways to improve outcomes through education, technology, or care coordination.
Examples of other problem articles
- Can AI support clinical decision-making through increased specificity. A comprehensive review.
- Are robotics sustainable in the future? A long-term view
- The impact of AI on waiting lists, moving patient care into the community.
Comparison articles: guiding informed choices
When choosing medical devices, both HCPs and patients often look for direct comparisons to determine which option best meets their needs. Comparison articles allow you to clearly outline the strengths and limitations of each device, how they perform in different scenarios, and which is most effective for specific conditions or patient groups.
Transparency is essential. If you’re comparing a device you sell with a competitor’s, be upfront about your connection. Patients and HCPs alike value honesty, and being clear about any bias builds trust and ensures your credibility.
By providing straightforward, unbiased comparisons – based on robust clinical data – you empower both professionals and patients to make well-informed decisions, positioning your brand as a reliable and trustworthy source of guidance in the medical device industry.
It is understandable to have concerns about referencing other companies or devices; however, providing honest and transparent comparisons is not inherently problematic. By ensuring that your comparisons are factual, balanced, and supported by robust evidence and credible sources, you establish a strong foundation for your claims.
Examples of comparison articles
- “How does [product X] compare to. [product Y]”: an in-depth look into the functionalities, safety features, and user experience of two surgical devices.
- “An honest review of [product M] and [product N]”: reviewing imaging quality, and patient comfort offered by two leading imaging devices.
"Best of" articles: guiding your audience to excellence
A detailed study highlighted that doctors allocate 60% of their online activity to exploring new treatments, but in this vast digital landscape, they’re likely to be overwhelmed with options.
“Best of” articles provide them with a curated selection, directing them to the top choices in any category. These articles are most effective when you clearly understand where your device excels and what you want to be known for. It’s equally critical to back all claims with robust data and references, ensuring transparency and credibility.
- Best competitors: an honest look at the top companies in the market, showcasing their strengths and how they compare. This isn’t about downplaying others but highlighting what each brings to the table.
- Best in class: highlighting the top products or services in specific categories. For instance, the best power devices for orthopaedics or the top interventional tools for cardiovascular procedures.
- Best practices: sharing the most effective methods or strategies in a particular area. This could range from best practices in device maintenance to optimal usage techniques described by a KOL.
Examples of possible “best of” articles
- Top 5 medical devices for [specific use case] in 2023.
- Best practices for medical device sterilisation.
- Best imaging devices for neurological procedures.
Reviews: the power of peer perspectives in the medical device industry
Hospital decision-makers are often faced with choices that can significantly impact patient care and operational efficiency.
This is where review articles or videos come into play, offering a window into the experiences of peers and industry experts.
These articles aren’t just about listing features; they offer insights into how a product or service performs in real-world scenarios, its advantages, potential drawbacks, and overall reliability.
These types of articles are often best created shared as a video, as they ask for a user's experience of your product over time.
Examples of review articles
- The impact of [device] on our hospital service.
- How [device] changed patient care over the last 4 years.
- Recommendations from a specialist centre for new hospitals starting with [device]
Two more questions your audience is asking
While The Big 5 should be your main focus for driving traffic, building trust, supporting sales, and feeding future AI capabilities, two additional content topics can further enhance your strategy: "What is" and "How to" questions.
These topics are great for drawing in your audience by capturing what they’re likely to search for.
These articles simplify complex topics, making them accessible to both healthcare professionals (HCPs) and patients. By breaking down jargon and presenting clear, concise explanations, they help readers understand key concepts, ultimately building trust and confidence in your expertise.
This type of content serves as an invaluable resource for audiences seeking foundational knowledge, positioning your brand as a reliable and approachable authority.
For example:
- What is the role of AI in diagnostic imaging?
- What is the impact of continuous glucose monitoring on diabetes management?
"How to" questions
"How to" articles address practical concerns by providing actionable advice tailored to specific needs. They guide both healthcare professionals (HCPs) and patients through processes or decisions, making complex tasks more manageable.
These articles can serve as valuable resources during different stages of the buyer's journey, offering practical support while positioning your brand as an approachable and helpful authority.
For example:
- How to choose the right blood glucose monitor for your practice
- How to use a nebuliser effectively at home
While these topics may not have the immediate impact of "The Big 5," they complement your content strategy by addressing key informational needs. They build trust by demonstrating your commitment to supporting your audience with practical, problem-solving advice.
Whether helping a HCP make an informed purchasing decision or empowering a patient to use a device effectively, "How to" and “What is” articles foster confidence and long-term engagement with your brand.
Build trust and drive results with the big 5
Content is the cornerstone of building trust, attracting traffic, supporting future AI capabilities and driving sales in the medical device industry.
By focusing on The Big 5—pricing, problems, comparisons, reviews, and best-in-class topics—you answer your audience’s most important questions, simplify their decision-making process, and establish your brand as a reliable authority.
With the rise of AI, your content’s role is expanding. It won’t just educate your audience—it will power virtual assistants and AI-driven tools, making your resources more valuable than ever. Supplementing The Big 5 with “What is” and “How to” articles adds even more depth, addressing both practical and foundational concerns.
Now is the time to create content that resonates with your audience, supports their journey, and ensures your brand stays ahead of the competition in an evolving landscape.