Updated October 2026 · Written and maintained by the Progression Agency strategy team
Medical device marketing is the work of getting a cleared or approved device chosen and used: by the clinicians who decide whether it belongs in their procedures, the value analysis committees and supply chain teams that approve the spend, the distributors who carry it and, for some products, the patients who ask for it. Progression Agency is a medical device marketing agency for medtech manufacturers, covering launch plans, clinical evidence content, physician education and trade shows, sales enablement, websites, SEO and paid media, with every claim reviewed by your regulatory affairs team before it is used. Progression Agency is based in New York City and works with clients across the United States and worldwide.
On this page · 22 sections
- Who decides whether a hospital buys a device?
- What does a medical device marketing agency do?
- Device makers, their suppliers and the wider life sciences market
- Cleared, approved or granted: the claim words FDA’s pathway allows
- The FDA and FTC rules behind medical device advertising
- A medical device marketing strategy from pre-launch to year three
- How should a device launch be sequenced around the FDA decision?
- Medical device content marketing that clinicians and committees trust
- KOL programs, speaker programs and Open Payments
- Trade shows and medical conferences
- Sales enablement for reps, distributors and value analysis
- Medical device SEO and AI answers
- Medical device website design: product pages, IFUs and the clinician path
- Medical device advertising on LinkedIn, Google and programmatic media
- Medical device email marketing and social media
- What should a medical device PR agency handle?
- Selling to patients: home-use devices, apps and health data
- How much does a medical device marketing agency cost?
- Measuring marketing across a twelve-month sale
- How do you choose a medical device marketing agency?
- Working with your regulatory affairs team
- Related services for medtech companies
The short answerDevice buyers decide as a committee and over months, so marketing for medical devices has to give surgeons, nurses, value analysis committees, supply chain and engineering each the evidence they need, in the words your clearance or approval allows. We build the claims matrix first, then the product pages, sales and committee materials, conference programs, search, LinkedIn and email that carry those claims, and we route every draft through your regulatory, legal and medical reviewers. We measure engaged accounts, evaluations, committee submissions and pipeline rather than clicks. A launch program typically starts six to twelve months before the expected FDA decision, and as published planning ranges a full-service program runs $4,000 to $25,000 a month with media separate; every quote follows a written scope.
Search volumes and costs per click are Ubersuggest data for the United States, September 2026. FDA, FTC, CMS and HHS rules and platform policies are described as published on October 5, 2026 and can change. Prices are the planning ranges published in our pricing guides. Nothing on this page is regulatory or legal advice; claims review sits with your regulatory affairs team.
Who decides whether a hospital buys a device?
Rarely one person. A surgeon may ask for a device, but nursing, a value analysis committee, supply chain, clinical engineering and finance all have a say, and a group purchasing contract often frames the price before anyone meets a rep.
That is the central fact of medical device marketing. A campaign that persuades surgeons and leaves the committee without a cost case stalls; a contract win that nursing never trained on goes unused. Each member of the committee asks a different question, reads different material and meets the company in a different place, so the plan starts by naming them.
| Member | The question they ask | Content that answers it | Where they meet it |
|---|---|---|---|
| Surgeons and physicians | Does it improve outcomes or technique for my patients? | Peer-reviewed data, technique videos, peer education | Conferences, journals, reps, LinkedIn, search |
| Nursing and clinical staff | Can we set it up and use it safely every day? | Training plans, in-service materials, workflow guides | In-service sessions, product pages, rep visits |
| Value analysis committee | Is the evidence strong and the cost justified? | Evidence summaries, cost and resource models, comparisons | Committee packets, the product website |
| Supply chain and procurement | What does it cost and can we get it reliably? | Contract terms, supply and backorder plans, product codes | Supplier portals, contract notices, email |
| Clinical engineering and IT | Can we service, integrate and secure it? | Service terms, integration and security documentation | Technical documents, demos, the website |
| Executives and finance | Does it fit our strategy and budget? | Total cost, strategic case, reference sites | Executive briefings, trade press |
Value analysis is a profession in its own right, with its own association, the Association of Healthcare Value Analysis Professionals, and its own board certification. Material written for a committee reads like a submission, not a brochure: the question, the evidence, the cost, the alternatives and the plan for adoption.
What does a medical device marketing agency do?
It turns what the device does, and the evidence behind it, into material each buyer can use, then puts that material in front of them at the right time. All of it stays inside the claims your FDA decision allows.
Positioning and messaging
One clear statement of who the device is for, what it does better and why that matters, written within the indications for use. Everything else repeats it.
Launch planning
A sequence that prepares everything that does not count as promotion before the FDA decision and switches it on after: claims, pages, sales materials, press and conference programs.
Clinical evidence content
Summaries of studies, health economic models, bench data and case reports, each presented with its limits. This is the material committees read.
Physician education and KOL programs
Peer-to-peer education, advisory input and speaker programs, structured so they inform and stay inside the Anti-Kickback Statute, the AdvaMed Code and the reporting rules.
Trade shows and conferences
Pre-show outreach, booth messaging, meeting schedules and post-show follow-up for the specialty meetings where your clinicians are.
Sales enablement
Approved decks, leave-behinds, committee packets, distributor kits and the CRM content reps use between meetings.
Digital: website, SEO, paid media, email and social
Digital marketing for medical device companies is narrower than consumer work and more exact: small audiences, long cycles and every word reviewed. A medical device digital marketing agency should treat LinkedIn, search, email and the website as one system that feeds the sales team.
Device makers, their suppliers and the wider life sciences market
This page is for the manufacturer whose name is on the device and the labeling. Companies that sell to device makers, such as component, contract manufacturing, sterilization and testing suppliers, market to engineers and quality teams instead.
Our life sciences marketing agency page covers those suppliers, along with research tools, diagnostics suppliers and contract organizations. Pharmaceutical brands, which work under FDA’s drug advertising rules, are covered on our pharma advertising agency and pharmaceutical marketing agency pages.
Cleared, approved or granted: the claim words FDA’s pathway allows
The pathway sets the vocabulary. A 510(k) device is cleared, a PMA device is approved, and a De Novo request is granted; calling a cleared device approved is not a style choice, it is misbranding.
FDA has classified about 1,700 generic types of devices into 16 medical specialty panels and three regulatory classes, from Class I, the lowest risk, to Class III, the highest. FDA’s classification guidance explains that a Class I or II device that is not exempt needs a 510(k), and a Class III device generally needs premarket approval.
510(k): cleared
Under FDA’s premarket notification program, the agency issues an order finding the device substantially equivalent to a legally marketed predicate, and that order “clears” it for commercial distribution; the determination is usually made within 90 days. The rule in 21 CFR 807.97 is blunt: clearance does not in any way denote official approval, and any representation that creates an impression of official approval because of it is misleading and constitutes misbranding.
PMA: approved
Premarket approval is FDA’s scientific and regulatory review of the safety and effectiveness of Class III devices, those that support or sustain life, are of substantial importance in preventing impairment of health, or present a potential unreasonable risk. “FDA approved” belongs to these devices, within the approved indications.
De Novo: granted
The De Novo pathway classifies novel devices that have no predicate but can be made reasonably safe and effective with general or special controls. FDA either grants or declines the request; a granted device can later serve as a predicate for others.
Breakthrough designation is not a marketing authorization
FDA’s Breakthrough Devices Program is voluntary and speeds development and review, but designated devices must still meet FDA’s standards to be authorized. Before authorization FDA generally does not disclose a designation unless the sponsor does, so whether and how to mention one is a decision for your regulatory team.
| Pathway | Typical class | What FDA’s decision is called | Wording that fits | Wording to avoid |
|---|---|---|---|---|
| 510(k) premarket notification | Class I or II, not exempt | Clearance (substantial equivalence order) | “FDA cleared” for the cleared indications | “FDA approved,” “FDA endorsed” |
| De Novo classification | Novel Class I or II | Granted marketing authorization | “Granted De Novo authorization” | “Approved” or “first and only” without support |
| Premarket approval | Class III | Approval | “FDA approved” for the approved indications | Claims beyond the approved indications |
| Exempt devices | Many Class I, some Class II | No premarket decision | Describe features and intended use | Any suggestion of FDA review |
| Investigational device exemption | Any class, under study | Investigation may proceed | Study recruitment and results as permitted | Promotion, test marketing, safety or efficacy claims |
The FTC makes the same point from the consumer side. Its Health Products Compliance Guidance describes a belt cleared by FDA as a Class II device for strengthening healthy muscle whose infomercial repeated “FDA Approved” next to weight-loss claims; the FTC calls that deceptive because it implies FDA found the product effective for those results.
The FDA and FTC rules behind medical device advertising
FDA regulates device labeling, which courts have read to include most advertising, and the advertising of restricted devices; the FTC takes primary responsibility for other device advertising. Both expect claims to be truthful and supported.
FDA’s page on device labeling quotes an appellate decision that “most, if not all advertising, is labeling.” The FTC’s guidance says FDA has primary responsibility for claims in labeling and the FTC for claims in advertising, under a liaison agreement between the two agencies.
Intended use and off-label promotion
Under 21 CFR 801.4, a device’s intended use is the objective intent of the people responsible for its labeling, shown by labeling claims, advertising matter and oral or written statements by them or their representatives. An ad, a booth conversation or a rep’s slide that promotes a use outside the cleared or approved indications can be evidence of a new intended use. The same rule says a firm is not regarded as intending an unapproved use solely because it knows clinicians use the device that way.
Scientific information on unapproved uses
In January 2025 FDA finalized guidance on communications to health care providers about unapproved uses of approved or cleared products. It describes when FDA does not intend to treat a firm’s sharing of reprints, clinical practice guidelines, reference texts or digital clinical resources, with a firm-generated presentation and recommended disclosures, as evidence of a new intended use. Those communications go to clinicians who prescribe or use the products, must be truthful and not misleading, and are a regulatory and medical affairs activity rather than a marketing campaign.
Restricted devices
For restricted devices, section 502(q) and (r) of the Food, Drug, and Cosmetic Act, 21 U.S.C. 352, treat false or misleading advertising as misbranding and require every advertisement and descriptive printed matter to carry the device’s established name, printed at least half as large as the brand name, and a brief statement of intended uses and relevant warnings, precautions, side effects and contraindications.
Investigational devices
Under 21 CFR 812.7, nobody acting for a sponsor may promote or test market an investigational device until FDA has authorized it for commercial distribution, or represent that it is safe or effective for the purposes under investigation. Pre-launch marketing therefore prepares; it does not publish.
None of this is regulatory or legal advice. Claims review sits with your regulatory affairs team and counsel; our job is to write material that is easy to review, cite every claim to its support and never publish an unapproved version.
A clearance or approval on the horizon?Tell us the device, the pathway and the launch date you are planning to. We set out what can be prepared now, what waits for the decision and a written scope.
A medical device marketing strategy from pre-launch to year three
A medical device marketing strategy follows the product’s regulatory and commercial life: prepare before the decision, launch into the accounts most likely to adopt, then build the evidence and references that open the next tier of hospitals.
| Stage | Main goal | Core work | What we measure |
|---|---|---|---|
| Pre-decision | Be ready on day one without promoting | Positioning, claims matrix, site build on staging, sales kit drafts | Review cycles completed, assets approved |
| Launch, first 90 days | Reach the accounts most likely to adopt | Announcement, product pages, conference program, account outreach | Engaged target accounts, evaluation requests |
| Adoption, months 4-12 | Turn early users into evidence | Case content, committee packets, training, peer education | Committee submissions, trials, first contracts |
| Expansion, years 2-3 | Move into the next tier of accounts | Health economic content, new indications as cleared, distributor support | Pipeline by tier, repeat orders, references |
| Defense | Hold accounts as competitors arrive | Outcomes updates, service story, user community | Retention, share of procedures where measurable |
The searches behind this work are modest but valuable. In Ubersuggest data for September 2026, marketing for medical devices draws about 480 US searches a month, medical device marketing agency and medical device marketing strategy about 170 each, and medical device advertising about 90; the agency phrase carries a $57.04 cost per click, the highest in the set.
How should a device launch be sequenced around the FDA decision?
Prepare everything that is not promotion before the decision, keep it unpublished, and switch it on in a planned order the day the decision arrives. The sequence matters more than the volume.
Before the decision
Positioning, the claims matrix drafted against the expected indications, website pages on a private staging site, sales and committee materials in draft, the press release in two versions, the conference plan and the target account list. None of it is published, and none of it describes the device as safe or effective for the use under study.
Decision day
Regulatory affairs confirms the final indications. The claims matrix is updated to the exact wording, the pages, materials and announcement are revised to match, and each is approved before release.
The first 90 days
Announcement to trade and clinical press, product pages live, sales training, outreach to the first target accounts, and a conference presence timed to the next specialty meeting.
Months four to twelve
Early users become the evidence: case content with consent and disclosure, committee packets built from real submissions, and peer education led by clinicians with real experience of the device.
Our product launch ideas guide covers launch tactics in other industries; the device version differs mainly in what has to wait for the decision.
Medical device content marketing that clinicians and committees trust
Evidence, presented honestly. Medical device content marketing earns attention when it states what a study found, how it was done and where its limits are, and when a clinician can check every number.
| Content type | Best for | How to keep it credible |
|---|---|---|
| Peer-reviewed study summaries | Surgeons, committees | Link the paper; state design, size, endpoints and limits; stay on-label |
| Health economic models | Value analysis, finance | Show every assumption; let the hospital change the inputs |
| Bench and engineering data | Engineering, surgeons | State methods and conditions; never present bench results as clinical outcomes |
| Case reports and clinician accounts | Peers, nursing | Patient consent, disclosed relationships, indications as cleared or approved |
| Technique and setup videos | Surgeons, nursing | Match the instructions for use; review like any other labeling |
| White papers on a clinical problem | Early-stage awareness | Educational, balanced, sourced; product mentions limited and labeled |
Where that content lives
On the website as readable pages, not only as downloads; in committee packets; in the CRM for reps; and summarized for LinkedIn and email. Gated downloads work for long-form material aimed at qualified buyers; core indications and specifications should never sit behind a form.
Our content marketing agency team writes and designs it, and video production handles technique and animation work.
KOL programs, speaker programs and Open Payments
Clinician education is the most persuasive marketing a device company has and the most regulated. Pay fair market value for real work, keep the content educational, record everything and expect it to be published.
CMS’s Open Payments program is a national disclosure database of payments that reporting entities, including drug and device companies, make to covered recipients: physicians, advanced practice providers and teaching hospitals. CMS publishes the data every year on or by June 30; the Program Year 2025 release covers 17.07 million records and $14.67 billion in payments and transfers of value. Consulting fees, honoraria, meals and travel for a KOL program will appear there under the clinician’s name.
The HHS Office of Inspector General’s Special Fraud Alert on speaker programs, issued November 16, 2020, notes that drug and device companies reported paying nearly $2 billion to clinicians for speaker-related services across 2017 to 2019, and lists suspect characteristics: little substantive content, alcohol or meals beyond modest value, venues such as restaurants or sports venues, repeat programs with nothing new to say, repeat attendees, attendees with no business reason to be there, speakers chosen by sales or by expected revenue, and pay above fair market value.
The AdvaMed Code
The AdvaMed Code of Ethics gives medical technology companies guidance on interactions with health care professionals, including consulting, training and education. Its revisions effective November 1, 2025 add guidance on using data responsibly and protecting patient privacy, and AdvaMed encourages companies that adopt the Code to certify every two years.
When a paid clinician posts online
The FTC’s Endorsement Guides require a clear disclosure of any material connection the audience would not expect, and give the example of a physician paid to post about a product on social media, who must disclose that connection.
| Activity | What keeps it defensible | What gets reported |
|---|---|---|
| Advisory board | A documented need, a defined question, fair market value pay, minutes kept | Consulting payments and travel |
| Speaker program | Substantive new content, modest meals, a suitable venue, attendees with a business reason | Speaker fees, meals for attendees |
| Training on the device | Held where the training can be done properly; tied to safe use | Travel and meals where provided |
| Clinical case content | Patient consent, disclosed relationship, on-label technique | Any payment for the work |
| Social posts by paid clinicians | Clear disclosure of the relationship in each post | Payments for the posts |
Trade shows and medical conferences
Conferences are where surgeons see the device in their hands and where reps book the meetings that start evaluations. The value comes from the weeks before and after the show as much as the booth.
Specialty meetings set the calendar: the RSNA annual meeting in Chicago for imaging, the AAOS Annual Meeting for orthopaedics, and AdvaMed’s The MedTech Conference for industry, investors and hospital leaders, among many others. Each society publishes its own exhibitor rules on promotion, demonstrations and investigational devices, and those rules sit alongside FDA’s.
| Phase | Work | Output |
|---|---|---|
| Six to eight weeks before | Target attendee list by account and role, LinkedIn and email invitations, meeting booking | Booked meetings and demos |
| At the show | Approved booth messaging, demonstrations within labeling, lead capture with consent | Qualified conversations, logged in the CRM |
| Thirty days after | Follow-up content by role, evaluation offers, rep handoff | Evaluations and committee submissions started |
Our trade show marketing and event marketing pages cover the exhibitor work in detail; virtual conference best practices covers online meetings.
Sales enablement for reps, distributors and value analysis
Reps and distributors repeat what they are given. Give them approved material that answers each committee member’s question, and keep it current as indications, contracts and evidence change.
| Asset | Who uses it | When |
|---|---|---|
| Approved core deck | Reps, clinical specialists | First meetings and in-services |
| Value analysis packet | Hospital champions and committees | When a product request is submitted |
| Distributor kit | Independent and international distributors | Onboarding and quarterly updates |
| Objection and comparison guide | Reps, inside sales | Competitive evaluations; claims reviewed like any other |
| Contract and ordering sheet | Supply chain contacts | After a group purchasing or local contract is in place |
| Follow-up email sequences | Reps, marketing automation | After demos, conferences and evaluations |
Group purchasing contracts
Many hospitals buy through group purchasing organizations. Under the HHS safe harbor for GPOs, vendor fees paid to a GPO are protected when the GPO’s written agreement with each member states fees of 3 percent or less of the purchase price, or the amount or maximum, and the GPO discloses to each provider member at least annually what it received from each vendor. Marketing’s part is practical: make sure every page and packet shows how to buy on contract.
The CRM behind it
Account-based programs depend on clean account and contact data. Our CRM consulting and marketing automation teams connect campaigns to the records reps actually use.
Selling into hospitals that keep saying not yet?Send the product, the evidence you have and where deals stall. We map the committee and build what each member needs to say yes.
Medical device SEO and AI answers
Clinicians and buyers search for problems, procedures, product categories and comparisons, and they increasingly ask AI assistants to shortlist suppliers. Medical device seo wins those searches with pages that answer exactly, in labeling-safe words.
The search universe is small and specific: a procedure name with “device,” a product category, a competitor name with “alternative,” a specification, a reimbursement code. Ranking pages for those terms are product and procedure pages with readable indications, specifications, instructions for use and evidence summaries, plus technical health: fast pages, clean structure and structured data. Our technical SEO and SEO services pages describe the method.
How buyers use ChatGPT, Claude, Perplexity, Gemini and Copilot
A supply chain analyst asks for the companies that make a category of device; a surgeon asks how two approaches compare; a committee member asks what evidence exists. Assistants answer from pages they can read: manufacturer product pages, FDA databases, journal abstracts, society guidelines, trade press and distributor catalogs. Google’s AI Overviews draw on the same open web.
What to publish to be named
Product pages that state the device name, category, cleared or approved indications and key specifications in text; an evidence page that lists studies with links; comparison pages that stay within the labeling; and consistent company facts everywhere. How to get cited by AI and AEO for B2B set out the method.
Medical device website design: product pages, IFUs and the clinician path
A device website serves several readers at once. Good medical device website design gives each one a fast path: clinicians to indications and evidence, committees to cost and contracts, engineers to specifications and service, patients to plain-language information where the product is used at home.
| Page | Must include | Common mistake |
|---|---|---|
| Product page | Device name, indications as cleared or approved, specifications, IFU link, evidence summary | Indications only inside a PDF or an image |
| Procedure or clinical problem page | The problem, the approach, where the device fits, references | Claims beyond the indications |
| Evidence library | Study list with design, size and links | Abstracts without links or dates |
| Value analysis page | Downloadable packet, contract and ordering information | No route for a committee to request material |
| Instructions for use and safety | Current IFUs, safety information, recall and notice pages | Old IFU versions still indexed |
| Clinician area | Training, technique videos, event registration | Gating basic information that buyers need |
| Contact and request a demo | Short form routed to the right rep by territory | One generic inbox |
Our B2B website design and website design and development teams build these sites; UI and UX design handles product finders and configurators.
Medical device advertising on LinkedIn, Google and programmatic media
Paid media reaches the committee members a rep cannot. Medical device advertising works best when it is aimed at named accounts and roles, carries approved claims, and leads to a page built for that reader.
LinkedIn’s targeting options include company, job experience and education attributes, and Matched Audiences built from contact or company lists, which suits account-based programs aimed at specific hospitals and systems. Its advertising policies restrict ads for medical devices: they may run only where legal, must follow applicable laws and may not target members under 18. An ad set needs an audience of at least 300 member accounts, which matters in small specialties. See our LinkedIn ads agency page.
Google search
Search ads catch clinicians and buyers looking for a category, procedure or competitor. Google’s healthcare and medicines policy applies to every health advertiser, and its clinical trial recruitment policy allows recruitment ads in the United States with restrictions: no promotion of prescription drugs, no misleading expectations and no implication that the product under test is safe. Ads aimed at patients fall in Google’s health sensitive interest category, which rules out advertiser-curated audiences such as Customer Match.
Programmatic and endemic media
Clinician-focused publishers and programmatic buys extend reach to specialists. They need the same claims review and the same landing pages; see our programmatic advertising page.
| Channel | Best audience | Rule to plan around |
|---|---|---|
| Committee members, supply chain, executives, named accounts | Medical device ads restricted; 18 or older; 300-member minimum | |
| Google search | Clinicians and buyers searching a category or procedure | Healthcare and medicines policy; health audiences limited |
| Programmatic and clinical publishers | Specialists by specialty | Same claims review; frequency caps for small audiences |
| Retargeting site visitors | People who read product or evidence pages | Not available for patient-facing health ads on Google |
| Conference and society media | Attendees of a specific meeting | Society exhibitor and advertising rules |
Our search engine advertising and B2B advertising pages describe account setup and testing.
Medical device email marketing and social media
Email carries the long follow-up that device sales need; social keeps the company visible between meetings. Both are business to business, and both still have rules.
Medical device email marketing is covered by CAN-SPAM like any other commercial email. The FTC’s compliance guide says the law makes no exception for business-to-business email: an accurate sender and subject line, a physical postal address, a clear opt-out, and opt-outs honored within 10 business days. Each violating email can cost up to $53,088. Good programs send fewer, better messages by role: evidence updates to clinicians, contract and supply news to supply chain, service notices to engineering. See our email marketing service.
Medical device social media marketing centers on LinkedIn for professional audiences and YouTube for technique and animation video, with clinicians’ own posts disclosed when they are paid. Comments that describe adverse events or personal medical details are routed to the complaint-handling process your quality system defines. Our B2B social media and social media marketing pages cover the running of accounts.
What should a medical device PR agency handle?
Authorization announcements, clinical results, conference news, executive visibility and the trade and specialty press that committee members read, all told within the labeling and reviewed like any other promotional material.
A medical device pr agency also prepares for the bad day: a recall, a safety communication or a supply problem needs a statement process agreed with regulatory and quality teams in advance. Our healthcare public relations and B2B PR agency pages cover the wider discipline, and digital PR covers coverage that also earns links.
Selling to patients: home-use devices, apps and health data
Some devices are bought or requested by patients. That brings consumer advertising law, platform health policies and, for connected products, health privacy rules that many device companies do not expect.
The FTC’s guidance expects health claims to consumers to rest on competent and reliable scientific evidence, generally randomized, controlled human clinical testing. For connected devices and companion apps not covered by HIPAA, the FTC’s Health Breach Notification Rule requires notice to customers, the FTC and sometimes the media after a breach of identifiable health information, and its July 2024 amendments make clear that makers of health apps and connected devices are covered. Sharing app data with advertising platforms without authorization is the kind of disclosure the rule treats as a breach. Our healthcare app development team builds those apps with the data flows mapped first.
How much does a medical device marketing agency cost?
As published planning ranges, a full-service program runs $4,000 to $25,000 a month with media separate, B2B public relations $3,500 to $20,000 a month, and a mid-sized paid search program $3,000 to $8,000 a month in management.
| Work | Planning range | What it covers |
|---|---|---|
| Full-service marketing retainer | $4,000-$25,000 a month | Several channels under one plan; media separate |
| Multi-channel retainer | $4,000-$12,000 a month | Two to four channels under one strategy |
| Fractional marketing leadership | $4,000-$9,000 a month | Senior direction inside your team |
| B2B public relations | $3,500-$20,000 a month | Trade, clinical and business press |
| SEO retainer, mid to large | $2,500-$10,000 a month | Technical work, product and procedure pages, content |
| Paid search, mid-sized | $3,000-$8,000 a month | Management and testing; media of $20,000 or more billed separately |
| Digital advertising, flat retainer | $2,500-$20,000 a month | LinkedIn, programmatic and search management |
| Business website, 10-16 pages | $18,000 | Product, procedure and evidence pages to a full technical standard |
| Site plus content program | $36,000 | 30 to 60 pages with keyword-led architecture |
| Product demonstration video | $4,000-$12,000 | Controlled set, precise coverage |
| 3D animation | $3,000-$15,000 per finished minute | Mechanism of action and product internals |
| Technical SEO audit | $1,200-$6,000 | A document naming specific URLs and fixes |
These figures come from our full-service marketing, B2B PR, SEO, video production cost and website pages. They are planning ranges, not quotes; a quote follows a written scope that lists the products, markets, months, review rounds and every third-party cost, such as conference fees, media and translation, on its own line.
Measuring marketing across a twelve-month sale
Count what moves a hospital toward a decision. Clicks and impressions are inputs; engaged accounts, evaluations, committee submissions and contracts are the outputs that matter.
| Stage | Leading indicator | Pipeline indicator |
|---|---|---|
| Awareness in target accounts | Engaged accounts by role, evidence page reads | Accounts with two or more engaged roles |
| Interest | Demo and sample requests, conference meetings | Evaluations scheduled |
| Evaluation | Training completed, clinician feedback | Product requests submitted to committees |
| Decision | Committee questions answered within days | Approvals and contracts |
| Adoption | Utilization where the customer shares it | Repeat orders, references, expansion |
Our marketing analytics team connects campaign data to the CRM so that reports show accounts and stages, not only channels.
Need a partner your regulatory team can work with?Share how claims review runs today. We fit our drafts, references and version history to your process, not the other way round.
How do you choose a medical device marketing agency?
Choose the one that asks for your indications for use and your review process before it shows you creative. Experience with regulated claims, committee selling and long cycles matters more than awards.
| Requirement | How to check it |
|---|---|
| Writes inside the labeling | Ask how they would phrase a 510(k) clearance and a PMA approval on the same page |
| Works with your regulatory review | Ask to see how they track claims, references and versions |
| Understands the buying committee | Ask what a value analysis packet should contain |
| Knows the HCP engagement rules | Ask how they would run a speaker program and what Open Payments will show |
| Can run account-based programs | Ask how they would reach twelve named health systems on LinkedIn |
| Reports on pipeline | Ask for a sample report by account and stage |
| Gives you ownership | Accounts, domains, assets and data stay in your name |
| Prices from a written scope | Every fee, review round and third-party cost on its own line |
For a wider view of agency selection, see how to choose a digital marketing agency and our B2B marketing agency page.
Working with your regulatory affairs team
Every piece passes through your reviewers before it is used, and our process is built to make that review fast: claims mapped to support, references attached, changes tracked and the approved version archived.
- We draft against the claims matrix, never from memory or a competitor’s page.
- Each claim carries its reference: the labeling section, the study or the bench report.
- Your regulatory, legal and medical reviewers approve, reject or edit, in one tracked document.
- Nothing is published or sent until the approved version is final.
- The approved file, date and reviewers are archived for your records.
Related services for medtech companies
- Life sciences marketing agency: suppliers to device makers, diagnostics and contract organizations.
- Digital marketing services: the full set of channels under one plan.
- SEO services and technical SEO: product, procedure and evidence pages that rank.
- Search engine advertising: search campaigns inside the healthcare policy.
- LinkedIn ads: account-based programs for hospitals and systems.
- Social media marketing: LinkedIn and YouTube presence.
- Website design and development: product, evidence and clinician pages.
- Email marketing: follow-up by role across a long sale.
- Trade show marketing: pre-show, booth and post-show programs.
- Healthcare public relations and B2B PR: trade and clinical press.
- Content marketing: evidence summaries and committee material.
- Video production: technique, animation and case video.
- B2B branding: naming and identity for a new device or company.
- Marketing automation and CRM consulting: the systems reps use.
- Hospital marketing: how your customers market themselves.
- Pharma advertising: for drug brands, a different rulebook.
- Healthcare app development: companion apps with privacy designed in.
Planning a launch or stuck in committee?
Send the device, its pathway and where deals slow down. We reply with the first three things we would build, how they fit your review process and a written scope with every fee on its own line.
Getting found in search
AI, AEO and what is changing
Paid media and lead generation
Websites and design
Choosing and working with an agency
Software and app development
Website design by industry and type
Web development, platforms and hosting
Social, content and brand
By industry and by situation
Frequently asked questions
What does a medical device marketing agency do for a manufacturer?
How is marketing for medical devices different from pharmaceutical marketing?
Can we call our 510(k) device “FDA approved”?
When can we start marketing a device that is still under FDA review?
Can a device company discuss off-label uses with surgeons?
Who should approve medical device marketing claims?
What is a value analysis committee, and how do we market to one?
How do group purchasing contracts affect device marketing?
Do payments to key opinion leaders have to be reported?
How should a medical device speaker program be run?
Does a surgeon paid to post about our device need to disclose it?
What goes into a medical device marketing strategy for a launch?
How far ahead of an FDA decision should launch marketing start?
Does medical device seo work when the audience is so small?
Can medical device companies advertise on LinkedIn?
Can we use Google Ads to recruit patients for a device trial?
What monthly budget does a medical device marketing program need?
Which pages does a medtech manufacturer’s website need first?
Is a device company’s email to hospital buyers covered by CAN-SPAM?
What content do clinicians trust most from a device manufacturer?
Which conferences matter for medical device marketing?
Does a connected device app need to follow health privacy rules?
How does a device get mentioned in ChatGPT or Perplexity answers?
Can a non-US device maker entering the American market work with you?
A clearance or approval on the horizon?Tell us the device, the pathway and the launch date you are planning to. We set out what can be prepared now, what waits for the decision and a written scope.
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