5 must-haves for your medical device commercialisation

Launching a medical device is an exciting stage in a company’s journey, where years of development transition into real-world impact. According to Claudia Holy, Founder and CEO of Podymos, making the most of that moment takes more than a great device. 

“The companies that launch most successfully aren’t only the ones with the best technology,” says Claudia. “They’re the ones who’ve thought about how every element of their go-to-market plan works together.” 

Here are five things she believes every MedTech company should have in place. 

1. Messaging that puts your customer at the centre of the story 

“Too many companies lead with their technology rather than the problem their customer is trying to solve,” Claudia explains. “That’s why Podymos uses the proven StoryBrand framework, so the story resonates with clinical, commercial, and patient audiences alike.” 

StoryBrand positions the customer as the hero and the company as the guide, fundamentally changing how messaging lands. As each audience faces different challenges, they need a version of your story that speaks directly to how your technology solves theirs. 

2. Branding that brings your messaging to life 

“Your messaging should say in text what your brand says in visuals,” says Claudia. “These have to be consistent to really resonate.”  

Your website, materials, conference stand, and social media should feel like one cohesive campaign. “When branding is fragmented, it undermines credibility, exactly when you need to build trust with decision-makers to drive adoption.” 

3. Awareness campaigns that reinforce one story 

“Imagine a clinician hears about your device at a major congress,” says Claudia. “They’re interested. But when they look for you afterwards, there’s nothing on LinkedIn, no follow-up in their inbox, and no clear next step on your website. That’s where interest disappears.” 

Whether through social media, paid campaigns, or conferences, every touchpoint should reinforce the same narrative. “In today’s world, someone needs to see your brand up to 25 times before they take notice.” 

4. Content that shortens the sales cycle and sustains adoption 

“Before the sale, focus on educational materials that address common questions and shorten your sales cycle, such as brochures and 80% videos,” says Claudia.  

“After the sale, it’s a different job. You need training guides, how-to videos, and practical FAQs to help clinicians succeed with your device.” This propels the sustained adoption that turns early users into long-term advocates. 

5. Data to drive smarter marketing  

A well-implemented CRM, such as HubSpot or Salesforce, is essential – enabling full revenue attribution from your marketing activities, and clearly showing what’s making the most impact.  

“When you can measure ROI on every activity, you stop guessing and start making decisions that move the needle.” says Claudia.  

Bringing it all together 

For Claudia, the common thread is alignment. “Your messaging, branding, content, and data all work as a connected system, supporting a launch that delivers measurable momentum.” 

Podymos works in MedTech marketing across the UK, EU, and US. To explore how your commercialisation plan fits together, visit podymos.com and book a call with their team.