Specialist medtech marketing that reaches surgeons, clinicians and hospital procurement. We help medical device companies build pipeline, generate demand and drive device adoption across health systems.
Trusted by medtech companies
Whether you are launching a 510(k)-cleared device, expanding into new clinical specialties, or scaling across hospital networks and IDNs, we bring deep medtech marketing experience that drives measurable results.
Medical device companies face unique marketing challenges that generalist agencies are not equipped to handle.
Surgeons and clinicians need clinical data, outcomes studies and peer-reviewed evidence before they will adopt a new device. Your marketing must lead with substance, not just features.
GPOs, IDNs and value analysis committees create multi-layered purchasing decisions. Reaching the right stakeholders at the right time requires a targeted, multi-channel approach.
510(k), PMA, CE marking and MDR compliance create boundaries around what you can and cannot claim in your marketing. Every piece of content must be accurate and compliant.
Surgeons, biomedical engineers, materials management and C-suite executives all influence purchasing decisions. Your marketing must speak to each audience with relevant messaging.
A full-funnel medical device marketing methodology designed for the unique challenges of reaching surgeons, clinicians and hospital procurement networks.
Clinical buyer positioning
We help medtech companies position their devices and platforms for the buyers who matter. From clinical buyer mapping to 510(k) launch planning, we build medical device marketing strategies that navigate complex hospital purchasing dynamics and reach the right decision-makers.
Every channel and capability your medtech company needs, delivered by a team that understands clinical buyers and hospital purchasing dynamics.
Numbers from our work with medical device and medtech organizations.
We have spent years working with medtech and medical device companies navigating the complexities of hospital purchasing, clinical evidence requirements and regulatory compliance. We understand the clinical buyers, the procurement dynamics and the commercial pressures that shape medical device marketing.
That means no wasted time explaining your market to your agency. We hit the ground running with medtech marketing strategies that are built for clinical buyers and hospital systems from day one.
Deep experience with medical device companies. We understand clinical buyers, hospital procurement and the regulatory landscape.
From awareness through to pipeline and device adoption. We connect every marketing activity to measurable business outcomes.
You work directly with experienced marketers. No junior account managers, no learning on your budget.
Every strategy is backed by data. We track, measure and optimize relentlessly to maximize your marketing ROI.
“Working with Marzipan was a turning point for our digital strategy. The new site is fast, scalable, and delivers qualified leads every week.”
Mike Thurogood
VP Marketing, Instem
Medtech marketing is the practice of promoting medical devices, diagnostic equipment and clinical technology to healthcare professionals, hospital systems and procurement networks. It differs from general B2B marketing because the buyers are clinicians and surgeons who demand clinical evidence, purchasing decisions involve GPOs, IDNs and value analysis committees, and all marketing claims must comply with regulatory frameworks including 510(k), PMA and CE marking requirements. A generalist agency will struggle with the clinical credibility and regulatory compliance that medtech marketing demands.
Marketing medical devices to hospitals requires a multi-stakeholder approach. Surgeons and clinicians need clinical evidence, outcomes data and peer-reviewed studies. Biomedical engineers evaluate technical specifications and compatibility. Materials management and procurement teams focus on cost, contracts and GPO agreements. Value analysis committees assess clinical and economic value across all of these perspectives. We build marketing programs that address each stakeholder with relevant content and messaging, delivered through the channels they use to evaluate new devices, including clinical conferences, peer networks, search and targeted digital advertising.
Clinical evidence is the foundation of effective medical device marketing. Surgeons and clinicians will not adopt a new device without seeing clinical data, outcomes studies and ideally peer-reviewed publications that demonstrate safety and efficacy. We help medtech companies translate their clinical evidence into marketing content that resonates with clinical buyers, including clinical outcomes summaries, health economics value propositions, KOL endorsements and evidence-based case studies. This evidence-first approach builds the credibility needed to drive device evaluations and adoption.
The most effective marketing channels for medtech companies include SEO and content marketing targeting device-specific and procedure-specific search terms, LinkedIn advertising reaching surgeons, clinical specialists and hospital procurement teams, Google Ads capturing high-intent search traffic from clinicians actively evaluating devices, and email nurture sequences designed for long device evaluation cycles. Conference and event marketing at events like MEDICA, RSNA and specialty clinical meetings is also essential, as face-to-face relationships and live demonstrations remain critical to device adoption in hospital systems.
We work closely with our medtech clients to ensure all marketing content and claims are accurate and compliant with relevant regulatory frameworks. This includes understanding the boundaries set by 510(k) clearance, PMA approval, CE marking and MDR requirements, and ensuring that marketing materials reflect cleared indications for use without making unsupported clinical claims. We build review workflows that include regulatory and clinical stakeholder sign-off, so you can move quickly without compliance risk. Our experience with medtech companies means we understand these constraints from the start, rather than learning on the job.
