The Prescription for Success: Medical Device Marketing That Works

Medical Device Marketing That Works
Marketing a medical device isn’t the same as marketing a consumer product—or even a pharmaceutical drug. It’s a complex, high-stakes process that requires a deep understanding of regulatory hurdles, long sales cycles, and highly specialized audiences. At The Matchstick Group, we’ve spent over a decade helping medical device companies navigate these challenges. Our founder, Melissa Wildstein, recently shared her expert insights with CXO Dispatch on what makes medical device marketing effective. Here’s what you need to know.

The Challenge: Standing Out in a Crowded Market

"Medical device marketing isn't just about selling a product; it's about communicating value in a way that resonates with decision-makers."

One of the biggest mistakes medical device companies make is focusing too much on product features rather than customer needs. Whether your audience is a surgeon, hospital administrator, or procurement team, they all have one thing in common: they care about outcomes—not just specs.

Effective marketing starts with understanding:
  • What problem your device solves
  • How it improves patient care or workflow efficiency
  • Why your audience should choose it over the competition

The Strategy: Messaging That Moves the Needle

"A strong positioning statement is the foundation for everything—sales conversations, digital campaigns, investor pitches. If it’s not clear and compelling, your marketing will struggle."

At The Matchstick Group, we specialize in helping medical device companies refine their messaging so it speaks directly to their target audience. This means:

Focusing on patient impact

Physicians and healthcare providers want to know how your device improves outcomes, not just how it works.

Simplifying complex concepts

A compelling value proposition should be crystal clear, even when the science behind it is intricate.

Tailoring messaging to different stakeholders

A hospital CFO and a surgeon may have very different concerns, and your marketing must address both.

The Opportunity: Marketing That Drives Growth

Medical device companies that get their messaging right see tangible business results:

  • Increased lead generation
  • Stronger brand awareness
  • Faster sales cycles

And that’s exactly what we help our clients achieve.

Ready to Elevate Your Medical Device Marketing?

 If your messaging isn’t driving the results you need, let’s talk. The Matchstick Group has helped medical device companies—from startups to industry leaders—refine their positioning, launch successful campaigns, and accelerate growth.

Book a consultation today to see how we can help you stand out in the market.

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Teleflex EZ-IO® Vascular Access Device

Teleflex EZ-IO Speed of Life Campaign

Teleflex EZ-IO®
Vascular Access Device

Teleflex EZ-IO Speed of Life Campaign
Challenge

Overcoming Competition and Securing Market Leadership

Client: Teleflex, a global leader in medical technologies

Industry: Vascular Access

Teleflex’s EZ-IO® intraosseous vascular access device has been a trusted product in the market for years, providing a reliable solution for emergency and trauma situations where traditional IV access is challenging. However, the company began facing increased competition from a new entrant offering a similar product at a competitive price point. Teleflex needed to maintain its market share, overcome legal objections, and protect its brand reputation while continuing to expand into new markets.

Objectives
  1. Market Differentiation: Clearly communicate the unique advantages of the EZ-IO® device over competitors.
  2. Brand Awareness: Strengthen the overall Teleflex brand and reinforce trust with existing and potential customers.
  3. Customer Retention and Expansion: Deepen customer relationships, ensuring long-term contracts and loyalty.
The Matchstick Group’s Approach

We implemented our proprietary 3V process—Vision, Vector, and Velocity—to guide Teleflex through this competitive challenge.

  1. Vision: Identifying Key Market Trends and Uncertainties

We began by conducting in-depth market research to assess the competitive landscape and identify potential threats and opportunities. Through scenario planning and market analysis, we developed a future-focused vision that emphasized the superiority of Teleflex’s product, the importance of customer trust, and the need for aggressive positioning in new and existing markets.

  1. Vector: Charting a Strategic Path

With a clear vision in place, we moved on to defining the strategic vector. We helped Teleflex make strategic decisions around:

  • Key Messaging: We crafted a narrative that positioned the EZ-IO® device not only as a high-quality, reliable product but also as an essential tool that has been clinically proven and used globally by first responders and emergency professionals.
  • Customer Engagement: We created a series of targeted marketing campaigns that focused on deepening relationships with existing customers. This included offering them educational content, success stories from peer institutions, and exclusive access to resources that showcased the long-term value of the EZ-IO® system.
  • Competitive Positioning: To directly counter competitor claims, we worked with Teleflex’s legal and regulatory teams to ensure that all marketing materials adhered to industry standards while clearly differentiating the EZ-IO® product from competitors.
  1. Velocity: Executing with Precision

Finally, we defined the velocity—how quickly Teleflex needed to act and the resources required to meet its goals. We accelerated the launch of digital advertising and email  marketing campaigns and revamped Teleflex’s presence at key industry events and conferences.

In addition, we supported Teleflex in creating a customer-facing brochure that provided detailed data on the EZ-IO® device’s benefits, clinical success, and superior performance compared to the competition. These efforts helped reinforce Teleflex’s market leadership while providing sales teams with essential collateral to support their interactions with healthcare providers.

Results
  • Increased Market Share Retention: Despite aggressive competition, Teleflex was able to retain its market share and secure long-term contracts with key customers.
  • Strengthened Brand Positioning: The redefined messaging solidified the EZ-IO® device as a gold standard in the vascular access market.
  • Customer Loyalty and Trust: Customer relationships deepened, leading to increased satisfaction and repeat business.
Conclusion
Through the 3V process—Vision, Vector, and Velocity—The Matchstick Group empowered Teleflex to maintain its leadership in the vascular access space despite intense competition. By combining strategic insights, competitive positioning, and targeted customer engagement, we ensured that the EZ-IO® device not only retained market share but also expanded its reach into new areas.

Ready to overcome competitive challenges and protect your brand’s market leadership? Contact us today to see how our 3V process can
work for your business.

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CALL US NOW: +1 (914) 318 7611

Office:

405 W Coleman Blvd
Mt. Pleasant, SC 29464

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If you’re a medical device marketer, use the form below to get in touch. We’ll get back to you within one business day.

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If you’re a medical device marketer, use the form below to get in touch. We’ll get back to you within one business day.

Teleflex EZ-IO® Mobile Application

Teleflex Mobile App

Teleflex EZ-IO® Mobile Application

Teleflex Mobile App
Challenge

Providing Accessible, On-the-Go Support for Emergency Care Providers

Teleflex is widely recognized for its EZ-IO® intraosseous vascular access device, a critical tool in emergency and trauma care when traditional IV access is challenging. As the device’s adoption grew globally, Teleflex identified the need for an accessible digital resource to support healthcare professionals. They sought a solution that would offer quick access to product information, training videos, and clinical resources—particularly in high-pressure situations where every second counts.

The Matchstick Group was tasked with developing a user-friendly mobile application for iOS and Android platforms, ensuring that healthcare providers could have the resources they needed at their fingertips.

Objectives
  1. Improve User Experience: Provide emergency care professionals with an easy-to-navigate mobile app offering access to instructional content and clinical resources.
  2. Enhance Training and Usage: Enable users to quickly find training materials, product usage guides, and educational content to increase confidence and effectiveness in real-time emergency situations.
  3. Streamline App Deployment: Ensure the app is widely accessible by setting it up in both the Apple App Store and Google Play Store.
The Matchstick Group's Approach

Our team took on the full scope of the project, from content creation to app programming and store deployment. Here’s how we approached the development of the Teleflex EZ-IO mobile app:

Content Creation:

We collaborated with Teleflex to understand the key information emergency practitioners would need when using the EZ-IO® device. Based on their input, we wrote and structured the app’s content to provide concise, actionable information. This included:

  • Step-by-step instructions for using the EZ-IO® device.
  • Detailed product specifications and clinical guidance.
  • FAQs and troubleshooting tips to address common issues practitioners might face in the field.

Design & UX/UI:

To ensure that the app was intuitive and user-friendly, we designed the app interface with the specific needs of emergency healthcare providers in mind. The layout was kept clean and straightforward, allowing users to quickly navigate through sections and find critical information, even under time pressure.

We focused on:

  • Clear navigation: Ensuring ease of access to training videos, product guides, and reference materials.
  • Readable visuals: We designed high-quality illustrations to explain complex concepts visually.
  • Mobile optimization: Ensuring the app worked seamlessly on both iOS and Android devices, with attention to functionality across various screen sizes.

 

Video Integration:

Knowing the importance of visual learning, we integrated instructional videos directly into the app. These videos demonstrated how to correctly use the EZ-IO® device, providing users with step-by-step visual guides that they could refer to at any time.

  • The videos were easily accessible in the app’s training section.
  • Offline accessibility was a key consideration, ensuring users could view the videos without requiring an internet connection.

 

Illustrations & Graphics:

We created custom illustrations to enhance the training materials and simplify the explanation of technical procedures. These visuals were embedded throughout the app to complement the written content, making it easier for users to grasp complex processes quickly.

 

App Programming & Development:

Once the design and content were finalized, we programmed the app for both iOS and Android platforms. Our development team ensured the app was stable, fast, and secure, offering a smooth experience across different devices.

Key features included:

  • Offline access: Critical content, such as training videos and guides, was made available offline for use in environments with limited or no internet connectivity.
  • Regular updates: We ensured that the app was easy to update with new videos, content, or technical improvements, allowing Teleflex to keep the app current without complex overhauls.

 

Store Setup & Launch:

Once development was complete, we handled the process of setting up the app on the Apple App Store and Google Play Store, ensuring it was easily accessible for healthcare professionals across both platforms. This involved:

  • Creating optimized descriptions and metadata for the stores.
  • Managing the approval and deployment processes.

Setting up app monitoring and feedback systems to collect insights from users for future updates.

Results
  • Increased Access to Critical Resources: The app provides emergency professionals with fast access to vital training materials, product usage instructions, and clinical guidelines, improving the confidence and competence of users in the field.
  • Enhanced Training & Adoption: Through video tutorials and interactive guides, the app has helped users quickly familiarize themselves with the EZ-IO® device, driving greater adoption and correct usage.
  • Global Reach & Accessibility: By deploying the app on both iOS and Android, and making key resources available offline, Teleflex has ensured that their support tool can be used anywhere in the world, even in the most remote or high-stakes environments.
Conclusion

The Teleflex EZ-IO® mobile app exemplifies how technology can support medical professionals in critical moments. The Matchstick Group played a pivotal role in the end-to-end development of the app, from writing and content creation to design, UX/UI setup, programming, and store deployment. The result is a comprehensive, user-friendly tool that empowers healthcare professionals with the resources they need, whenever and wherever they need them.

Looking for a custom mobile solution to enhance product engagement and support your users? Contact us today to see how we can help bring your vision to life.

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CALL US NOW: +1 (914) 318 7611

Office:

405 W Coleman Blvd
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[email protected]

If you’re a medical device marketer, use the form below to get in touch. We’ll get back to you within one business day.

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Start a conversation about your medical device marketing strategy.

CALL US NOW: +1 (914) 318 7611

Office:

405 W Coleman Blvd
Mt. Pleasant, SC 29464

 

General Inquiries:

[email protected]

If you’re a medical device marketer, use the form below to get in touch. We’ll get back to you within one business day.

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Start a conversation about your medical device marketing strategy.

CALL US NOW: +1 (914) 318 7611

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405 W Coleman Blvd
Mt. Pleasant, SC 29464

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[email protected]

If you’re a medical device marketer, use the form below to get in touch. We’ll get back to you within one business day.

Celebrating Nasaclip’s WebAwards Win: Best Medical Equipment Website

NasaClip Web Award

We are thrilled to announce that the Nasaclip patient website has just been awarded Best Medical Equipment Website by the prestigious WebAwards! This recognition is not just a win for the Nasaclip team, but a testament to the collaborative power of thoughtful branding, user-centric design, and innovative marketing. Here at The Matchstick Group, we had the pleasure of partnering with Nasaclip’s founder, Dr. Elizabeth Clayborne, to build a site that reflects both her groundbreaking vision and the needs of the patients she aims to serve.

From Concept to Launch: Building the Nasaclip Website

When Dr. Clayborne approached us to help launch the Nasaclip product, we knew from the outset that this was a project with enormous potential. Nasaclip, a non-invasive nosebleed treatment, fills a critical gap in patient care—especially for those who deal with frequent nosebleeds due to medical conditions, medications, or trauma. The goal was to create a website that not only highlighted the product’s innovation but also provided an intuitive experience for patients seeking a simple, effective solution.

Here’s a look at how we approached the development of the award-winning Nasaclip site:

Branding that Resonates

Before we even touched the website’s design, we focused on Nasaclip’s branding. We worked closely with Dr. Clayborne to build a brand identity that conveys trust, innovation, and ease of use. The branding needed to speak to both patients and healthcare providers, creating an approachable but professional tone that aligned with the medical community while also appealing to consumers.

User-Centered UX/UI Design

With branding in place, the next step was developing a UX/UI experience that put users first. Our goal was to create a seamless, intuitive journey from the moment users landed on the homepage. Whether a visitor needed information on how Nasaclip works or wanted to purchase the product directly, every touchpoint was designed to guide them effortlessly to their goal. We paid close attention to ensuring a clean layout, easy navigation, and a mobile-friendly interface—critical for today’s health-focused consumers who often search for solutions on their phones.

Engaging and Informative Content

Content is key in medical device marketing, and the Nasaclip site needed to educate patients while also building trust. We crafted engaging, informative content that clearly explains the product’s benefits, safety features, and how it works. We also incorporated compelling visuals and video assets to break down the science behind Nasaclip in a way that was accessible to all audiences. This combination of content and design helped differentiate Nasaclip as a leader in patient-centric solutions.

Lead Generation and E-Commerce Integration

We also worked on creating a robust lead generation system to capture inquiries and build Nasaclip’s customer base. Through strategically placed forms and optimized calls-to-action, we ensured visitors could easily reach out with questions or purchase directly through a secure, streamlined shopping cart system. Every form and feature was built with scalability in mind, preparing the Nasaclip brand for future growth as awareness and demand for the product increases.

Ready for Launch

As Dr. Clayborne began her road trip pitching Nasaclip to investors, partners, and healthcare providers, we were behind the scenes ensuring that the website was optimized for success. From final testing and debugging to ensuring fast load times and SEO optimization, the Nasaclip site was prepped to handle traffic, convert leads, and provide a smooth e-commerce experience.

A Bright Future for Nasaclip

Receiving the WebAward for Best Medical Equipment Website is an honor, but even more exciting is watching Nasaclip’s journey unfold. This award is a reflection of the hard work, passion, and dedication that both our team and Dr. Clayborne poured into this project. We are thrilled to have been part of a mission that will undoubtedly impact countless lives for the better.

To Dr. Elizabeth Clayborne and the Nasaclip team, congratulations again on this incredible milestone! We can’t wait to see what’s next for your innovative product, and we’re proud to have played a role in your success.

Interested in learning more about how The Matchstick Group can help bring your medical device brand to life? Contact us today and let’s discuss your next big idea!

Book a meeting

ZTlido 3D Animation

ZTlido 3D animation

ZTlido 3D Animation

ZTlido 3D animation
Challenge

Client: ZTlido

Industry: Pharmaceuticals, Pain Management

ZTlido needed an engaging way to visually demonstrate how their product combines gabapentin and lidocaine to work synergistically for pain relief. They wanted to simplify the science behind the product and make it accessible to healthcare professionals and patients alike.

The Matchstick Group’s Approach

The Matchstick Group developed a 3D animation that clearly illustrates the mechanism of action, showing how gabapentin and lidocaine work together to manage pain. The animation highlights the benefits of ZTlido’s delivery system, making the complex process easy to understand and visually compelling.

Results

The 3D animation successfully enhanced ZTlido’s educational efforts by providing an accessible explanation of their product's unique approach to pain relief. This engaging tool improved audience comprehension, supporting sales and marketing initiatives.

View the final animation here:

https://ztlido.com/how-it-works/

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CALL US NOW: +1 (914) 318 7611

Office:

405 W Coleman Blvd
Mt. Pleasant, SC 29464

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[email protected]

If you’re a medical device marketer, use the form below to get in touch. We’ll get back to you within one business day.

LATEST ARTICLES

Contact Us

Start a conversation about your medical device marketing strategy.

CALL US NOW: +1 (914) 318 7611

Office:

405 W Coleman Blvd
Mt. Pleasant, SC 29464

 

General Inquiries:

[email protected]

If you’re a medical device marketer, use the form below to get in touch. We’ll get back to you within one business day.

LATEST ARTICLES

LATEST ARTICLES

Contact Us

Start a conversation about your medical device marketing strategy.

CALL US NOW: +1 (914) 318 7611

Office:


405 W Coleman Blvd
Mt. Pleasant, SC 29464

General Inquiries:

[email protected]

If you’re a medical device marketer, use the form below to get in touch. We’ll get back to you within one business day.

Unlocking Success with the 3V Process: Vision, Vector, and Velocity

In the fast-paced world of medical device marketing, it’s not enough to simply keep up with the competition. Success requires foresight, strategy, and momentum. That’s why we’ve developed our 3V process which stands for Vision, Vector, and Velocity as a foundational framework in our strategy workshops. This process is designed to give our clients the clarity and direction they need to build sustainable brands and achieve their business goals in a constantly evolving marketplace.

Vision: Seeing Beyond Today’s Challenges

The first step in our 3V process is Vision. It’s easy to create a unique selling proposition based on current market conditions, but real, long-term success comes from anticipating the future. In this phase, we work with our clients to identify the key issues, trends, and opportunities that will impact their business over the next 2-3 years. We then assess the business uncertainties and narrow them down to the two that will have the greatest impact on a product launch or a portfolio’s future.

From there, we map these uncertainties on a two-by-two matrix, creating four distinct scenarios. The goal is to understand the range of possibilities, but more importantly, to pinpoint the most likely scenario and write a brand vision for that future. This is where we want our clients to thrive—not in today’s market, but in the one that’s coming. It’s this future focus that sets brands apart and gives them the edge to stay ahead of the competition.

Vector: Charting the Path Forward

Having a Vision is powerful, but a destination without a map is just a dream. That’s where the second V—Vector—comes into play. This phase is all about determining the direction. Once we know where we want to go, we need to decide how we’re going to get there.

My daughter’s coach once said, “There a number of ways to get to goal.” This resonates with how we approach Vector. There are many ways to reach our vision, but we need to choose who gets the ball first and what play they run. For instance, are we going to shore up clinical data to build scientific credibility, or do we focus on brand awareness to create momentum in the market? Both are critical, but the key is deciding what to tackle first to set us up for success.

Velocity: The Speed of Success

The final piece of the 3V process is Velocity—how fast we need to move to reach our Vision. Speed is crucial, but it must be balanced with the resources at hand. Velocity is where we determine the run rate for achieving our goals. This involves setting timelines, allocating budgets, and establishing the level of urgency required.

Medical device teams can’t sprint without the right resources, but too often, teams are expected to move fast with limited support. One of the most powerful tools we’ve found is using the 3V strategy slide to communicate this to senior leadership. When teams can clearly present their Vision, Vector, and the required Velocity, it paints a clear picture of what’s needed to succeed—and it helps leadership understand why certain resources and timelines are non-negotiable.

Bringing It All Together

The 3V process has become an integral part of how we guide our clients to success. By focusing on Vision, we help them look beyond today and define their future. Through Vector, we chart a strategic path that aligns with their goals. And with Velocity, we ensure that the pace and resources are in place to make it all happen. In a world where the competition is constantly nipping at your heels, this is the blueprint for sustained success.

Want to know more about our 3V process and see if it’s right for your medical device product launch? 
Book a meeting and let’s talk

Frequently asked questions:

How do I know if the 3V process is right for my launch?
  • The 3V process is designed for any medical device company that wants to create a future-focused strategy. It’s particularly effective in competitive, fast-paced markets where long-term positioning is key.
What type of research should I conduct during the Vision phase?
  • Focus on both market trends (e.g., technological advances, regulatory shifts) and voice of customer insights. Interviews with physicians, patients, and hospital administrators are crucial to understanding what drives product adoption and satisfaction.
How do I decide which priorities to focus on in the Vector phase?
  • Look for the actions that will have the greatest immediate impact and align most closely with your Vision. Prioritize based on resource availability, potential for growth, and timing in the market.
What are some common mistakes medical device companies make?
  • One common mistake is moving too fast without adequate planning, which can lead to missteps and wasted resources. Another is failing to secure leadership buy-in early, which can cause delays when resource allocation or approvals are needed.

The Matchstick Group at The AI Deciphered Summit

Have you wondered how Generative AI fits into your strategic and creative marketing efforts? With so many AI tools available, you may feel overwhelmed, or you may feel like a kid in a candy store.

Here at the Matchstick Group, we were early adopters of GenAI and have been experimenting with various tools and approaches since ChatGPT started to ripple through the marketing world.

In just two weeks, on September 19, we’ll share what we learned in our Panel discussion, “Reimagining Medical Marketing: Where Does GenAI Fit in Strategy & Creativity?”

Here are all the details you need to know:

When: Thu Sep 19, 2:55 PM EDT

Where: AI Deciphered Summit, New York NY

Who: Click here to see all the speakers on the event page 

How: Learn more about the event and get your tickets here https://www.aidecipheredsummit.com/

AI in Medical Device Marketing: Navigating Opportunities and Pitfalls

Navigating AI in Medical Device Marketing

Generative AI (GenAI) technology is revolutionizing industries worldwide, and medical device marketing is no exception. The ability to analyze vast amounts of data to generate actionable insights is transforming how medical device companies strategize and execute their marketing efforts.

The strategic use of various AI technologies empowers marketing teams, enabling them to streamline and speed up tasks such as competitive research and crafting personalized marketing campaigns that enhance customer interactions.


The AI Revolution

How AI is Changing Marketing

For a long time, marketing’s challenge has been achieving personalization at scale. With GenAI technologies, marketers are ever so close to attaining the communications holy grail—serving the right message to the right person at the right time. By using machine learning to find insights in large datasets, and then plugging those insights into a GenAI process to produce customized messages, marketers can stand up marketing communications systems that self-optimize while reporting on results, by segment, at any interval they choose, for any number of stakeholders—from the C-suite to the field sales team and everyone in between.

Unpacking the Role of AI in Medical Device Marketing

Marketing medical devices presents complex challenges that differ from many other industries. The highly regulated nature of the healthcare sector means that marketing strategies must comply with stringent guidelines and standards. Traditionally, navigating these complexities requires years, if not decades, of experience. This is where a carefully trained AI can make a substantial difference. Key areas of impact include:

  • Data Analysis: AI algorithms can analyze vast amounts of data to identify key market trends and consumer needs.
  • Audience Segmentation: AI can help segment target audiences more accurately, ensuring tailored marketing messages.
  • Effectiveness Measurement: AI-driven analytics measure the effectiveness of marketing campaigns in real time, allowing for quick adjustments.
  • Training: GenAI can be trained to understand the regulatory environment well enough to provide insight into what parts of a campaign need to be addressed, adjusted, or removed to comply with the FDA guidelines.
  • MLR Processes: AI can also speed up MLR processes by catching between 50 and 90 percent of the issues an MLR review might identify.

By leveraging AI, medical device marketers can navigate regulatory complexities while delivering highly personalized and effective marketing campaigns.


The Power of AI in Competitive Research

AI vs Traditional Methods

Traditional competitive research methods often involve manual data collection, surveys, and market analysis, which can be time-consuming and prone to human error. These methods may also struggle to keep up with the fast-paced changes in the medical device industry. In contrast, AI-driven competitive research leverages machine-learning algorithms to process and analyze data at scale, providing real-time insights. Benefits include:

  • Quick scanning of vast amounts of information from various sources;
  • Identification of emerging trends, competitor strategies, and market opportunities;
  • Prediction of future market movements based on historical data.

By automating data collection and analysis, AI enhances accuracy and frees up valuable time for strategic planning and execution.

Boosting Efficiency with AI

AI significantly enhances the efficiency of competitive research in medical device marketing. Traditional methods often involve labor-intensive processes like manual data collection and analysis, which are time-consuming and susceptible to human error. AI automates these tasks by:

  • Rapidly scanning and analyzing large datasets from multiple sources;
  • Providing comprehensive and precise insights;
  • Allowing for real-time updates.

Additionally, AI algorithms can identify patterns and trends that might be overlooked by human analysts, leading to more informed decision-making. This enables medical device companies to stay ahead of the competition and adapt quickly to market changes.

Navigating AI-Related Pitfalls in Competitive Research

While AI offers numerous advantages in competitive research, it’s essential to be aware of potential pitfalls. Key risks include:

  • Data Quality: Poor-quality or biased data can lead to inaccurate insights and misguided decisions.
  • Overreliance on Automation: Human oversight is crucial for interpreting results and making strategic decisions.
  • Implementation Costs: Implementing AI technologies can be costly and require specialized expertise.
  • Data Privacy: Ensuring compliance with data protection regulations is paramount, especially in the healthcare sector.

By being aware of these potential pitfalls and taking proactive measures, companies can effectively leverage AI in their competitive research while minimizing risks, giving them a sense of control and preparedness.

At The Matchstick Group, we’ve been experimenting with AI for research since the early days of Chat GPT. Our consistent learnings in a relatively short time have given us insight into how to navigate the risks and get our clients the best possible outcomes from AI-assisted research.


AI-Driven Product Assistants

Elevating Marketing Performance with AI

AI-driven marketing assistants are revolutionizing the marketing landscape for medical device companies. These advanced systems can offer marketing teams real-time data on market trends, customer preferences, and campaign performance. Key benefits include:

  • Enhanced Customer Engagement: Marketing teams can craft more engaging content and better address customer needs.
  • Personalized Campaigns: Analyzing customer interactions and feedback helps design tailored marketing campaigns.
  • Audience Segmentation: AI assists in more accurately segmenting target audiences by analyzing market data and customer behavior.
  • Automation of Routine Tasks: AI marketing assistants free up valuable time for strategic activities by automating repetitive tasks like data collection and reporting.

Overall, integrating AI in marketing processes enhances efficiency, precision, and impact, driving superior results for medical device companies.

Revolutionizing Customer Support

AI-driven product assistants assist with the sales process and add to an organization’s customer support efforts. These intelligent systems provide:

  • Instant Responses: Reducing wait times and improving overall customer satisfaction.
  • Accurate Solutions: Access to vast amounts of product information ensures precise and relevant solutions to customer issues.
  • Interaction Analysis: Tracking and analyzing customer interactions helps identify recurring issues and provides insights for product design improvement.
  • Routine Task Automation: AI allows human customer service reps to focus on more complex issues requiring a personal touch.

This blend of automation and human expertise results in a more efficient and effective customer support system.

Managing the Risks of AI-Driven Product Assistants

While AI-driven product assistants offer numerous benefits, they also present several potential risks that must be carefully managed. One significant risk is the potential for leaking proprietary information. These systems often require access to sensitive and proprietary data, including:

  • Unique Product Features: In-depth information about the product’s unique aspects.
  • Competitive Strategies: Details about how the product competes in the market.
  • Confidential R&D Insights: Sensitive information about ongoing and future research & development projects.

Effective data encryption, secure access protocols, and regular security audits are essential to mitigate this risk. Protecting proprietary information from unauthorized access is crucial.

At The Matchstick Group, we are aware of the risks and place the highest priority on protecting our clients’ trade secrets. We work within closed systems that don’t feed back into any AI learning algorithms, keeping all information securely in our hands.


AI-Driven Sales Tools

Transforming Sales Processes

AI-driven sales tools are revolutionizing how medical device companies approach sales strategies and operations. These tools leverage machine learning algorithms and data analytics to provide deep insights into customer behavior, preferences, and potential buying patterns. Key advantages include:

  • Targeted Efforts: Sales teams can more effectively target their efforts by reaching out to the right leads at the right time.
  • Predictive Analytics: Forecasting which prospects are most likely to convert, allowing for strategic prioritization.
  • Personalized Pitches: Analyzing past interactions and customer data to formulate customized sales pitches.
Supercharging Sales Representative Performance

Armed with AI-powered tools, a med device sales team can access real-time customer profile information and product details and even be coached on what questions to anticipate and how to reply. With an AI-connected/powered device, a sales team member can benefit from:

  • Instant Recommendations: Optimal outreach times, personalized messaging, and upsell opportunities.
  • Performance Tracking: Metrics and reports that highlight areas for improvement for continuous performance enhancement.
  • Routine Task Automation: Freeing up sales reps to focus on relationship building and closing deals.
Reinventing Sales Training with AI

AI is also transforming sales training by offering personalized learning experiences and on-demand support. AI-driven training platforms adapt to individual sales reps’ learning pace and style. Key features include:

  • Simulated Scenarios: Safe environments to practice skills and receive instant feedback.
  • Targeted Training Modules: Recommendations based on past performance and sales outcomes.

AI is undeniably a transformative force in the medical device marketing landscape. From enhancing competitive research and sales processes to improving customer support and product development, Using AI-powered tools offers numerous benefits that can propel companies to new heights of efficiency and effectiveness.

That said, it’s crucial to understand this technology’s strengths, weaknesses, and limits. Medical device companies can harness AI’s full power while minimizing risks by maintaining data quality, ensuring human oversight, and staying compliant with regulations. In an industry where precision, innovation, and customer satisfaction are required, AI is a pivotal tool for achieving sustained success and growth.

The combination of AI with The Matchstick Group’s collective decades of experience within the medical device field allows our clients to benefit from machine learning combined with unmatched real-world expertise. Reach out today to see how we can help you to maximize your medical device product’s growth with AI.

Storytelling Techniques in Healthcare Marketing: Can We Draw Inspiration from Travel Writing? 

How medical device marketing is like travel writing

By Kobey Deitchler —

As a passionate travel journal enthusiast, I’ve always been captivated by the power of the travelogue as a storytelling device. Whenever I embark on a new journey, my travel journal is as essential as my passport. It’s where I record my experiences, my thoughts, my encounters. It’s a canvas for my adventures, inviting others to partake in my journey through my words, making the unfamiliar, familiar.  Just as each page of a travel journal contains a unique story, every medical device/technology contains a narrative of challenges vanquished, problems resolved, breakthroughs discovered. The challenge? To make these complex medical narratives as engaging and relatable as tales from a travel journal—while working within the limits of fair balance and evidence-based claims.

Just like an avid traveler, medical marketers have a story to tell—a narrative filled with intricate details, challenges, triumphs, and a profound impact. However, crafting these stories in a way that resonates with the audience requires skill and strategy. Travel can be tedious and challenging at times, but when you write in a travel journal you focus only on your insights, great finds, and how you overcame the challenges you faced along the way.

  1. Defining the problem: The story of your product starts with the problem it is attempting to solve and how the solution will benefit the target customer. This requires an understanding of your prospects’ thought processes, needs and desires, and how to use words to agitate their emotional connection to these needs. This encourages potential buyers to see the product as a solution designed specifically for them. Once you’ve sufficiently motivated your prospect by illustrating in fine detail their problems, needs and desires, then your compelling narrative will illustrate to them how your product is THE ANSWER, just as that beautiful vista from the heights of Positano is just what’s needed to slake the thirst of wanderlust.
  2. Engaging the audience:One common theme found in travel journals that can be applied to healthcare marketing is the importance of personalization. Just as travelers often write about their unique experiences, perspectives, and people they’ve met, healthcare marketers can connect with their audience by tailoring their messaging to specific demographics or individuals. For example, when marketing to surgeons, medical marketers must show their expertise and use convincing scientific evidence, as well as illustrate how their product will make procedures more elegant and successful.
    In comparison, if the target audience is critical care nurses, they could emphasize how their product can streamline workflow and maximize efficiency in busy hospital environments. By tailoring their messaging to specific groups or individuals, marketers can better engage and resonate with their audience.
  3. Finding solution in constraints: Let’s face it, we all know the legal-medical review will limit what we can and can’t say about medical device products. As excited as we are about the promise of potentially life-saving technology, claims need fair balance and must be supported by rigorous research. However, it is within these limitations that medical device writers let their talents shine. By combining thorough research with strict logic and creative thinking, a great medical device writer can build a case for the most experimental of solutions that walks the fine line of persuasion and regulation. Like travelers who must find creative solutions when facing budget constraints, cancelled flights, or visa rules, medical marketers need to be able to fit their message within legal constraints. This can be achieved by finding creative ways to illustrate research data points. By focusing on real-world applications of their products or solutions that address constraints head-on, healthcare marketers can create powerful narratives that capture the attention and emotions of their audience while complying with legal-medical review.

Narrative does considerably more than just draw the attention of our audience. It also persuades them to try new solutions in their work. Medical device marketers or writers must take on the challenge of creating compelling stories from otherwise tedious facts and make them interesting enough to capture attention and influence decision making. By using the same storytelling techniques often found in travel journals, medical device marketers can craft compelling narratives that paint a picture of how their product will solve a problem in the current healthcare landscape. As travelers know, better than anyone, having a plan in place doesn’t always guarantee a smooth journey; however, it’s by overcoming challenges that we find our way towards success. The same holds true for medical device marketers as they navigate the ever-evolving healthcare landscape and strive to bring new products to market.

ChatGTP or Me?

By Ashley Donayre –

As a professional in the field of medical copywriting, the looming threat of obsolescence in the face of emerging AI-powered language models such as ChatGPT has been a subject of grave concern. I imagine how clever headlines, persuasive language, and catchy taglines will be replaced by a cold, clinical algorithm that had limitless access to its own internal thesaurus which could churn out fanciful copy in mere seconds. However, after some consideration, I have convinced myself that ChatGPT and other emerging language models are unlikely to replace my job entirely—at least not in the near future.

Emotional intelligence: While ChatGPT can certainly generate volumes of coherent text, it lacks the creativity and emotional intelligence that human writers bring to the task. Writing effective advertising copy involves much more than conveying factual information about a product; it requires the ability to connect with the audience on an emotional level—playing on anxieties and appealing to desires. These emotional appeals are difficult to replicate with a purely computational approach, as they require a deep understanding of human psychology and culture. For example, ChatGPT couldn’t develop the double entendre of the emotionally charged “Prescribed to Death” campaign which not only raised awareness but helped destigmatize opioid addiction with an award-winning empathetic approach that placed a real patient face on every deadly pill.

This is what currently sets the human medical copywriter apart from the AI writer, the fact that we have the ability to link outcomes from 2-dimentional data sets to the quality of a 3-D life. By promoting scientific findings with precision that resonate on a deeper emotional and psychological level, we can evoke transformative feelings—humor, tragedy, fear, and hope—to break down barriers, build trust, change perceptions, and ultimately change behavior.

Data savvy: The regulatory landscape of pharmaceutical advertising is highly complex and tightly regulated—this is another area where ChatGPT currently falls short. Regulatory compliance is an essential aspect of pharmaceutical advertising as it is heavily regulated by the FDA as well as individual legal/regulatory governing bodies within each pharmaceutical company. Medical copywriters must navigate a complex web of legal and ethical guidelines that dictate what claims can and cannot be made about a brand’s efficacy and safety—including off-label promotion, fair balance, and risk communication. Additionally, it requires an intimate knowledge of the scientific literature, discerning between primary studies and review analyses, as well as an understanding of the broader political and economic context in which the drug is being marketed.

Although we could argue that ChatGPT can certainly learn these regulations, it lacks the ability to interpret and apply them in a nuanced way. When it comes to promotional copy in pain management, for example, ChatGPT would not be able to discern the different regulatory environments and “societal rules” that now surround opioids versus other pain relievers like NSAIDs and gabapentinoids—both of which have their own communication limitations. The current headline for OxyContin on the physician website is simply, “There’s a lot to consider when prescribing an extended-release opioid” versus the latest one for the celecoxib NSAID now marketed by Viatris “Move forward with CELEBREX.” To be actively competitive at this juncture, ChatGPT would need to develop copy that not only met promotional objectives but stayed within the ever-evolving regulatory guidelines and societal ethics.

Strategically positioned: In pharmaceutical advertising, strategy is paramount and forms the larger “umbrella” under which all brand objectives lie. Medical copywriting is just one piece of this much larger puzzle that involves competitive analysis, strategic positioning, creative branding, and market research to effectively differentiate the brand in the marketplace. As such, effective medical copywriting is not just a matter of stringing together convincing sentences, it requires a deep understanding of the strategic objectives of the brand’s marketing campaign, as well as the competitive landscape in which the brand is being promoted.

ChatGPT may be able to communicate every known fact about a particular brand, but it is not capable of producing compelling advertising messages that simultaneously understand the broader strategic objective. This strategy would include everything from unbranded disease-state awareness to the brand’s singular differentiating features as well as its position in the market and target audience. In other words, ChatGPT couldn’t come up with the compelling Viagra campaign that essentially rebranded impotence while simultaneously exciting and shaming the entire middle-aged male population into “artificial erection” with the little blue pill through coquettish “Let the Dance Begin” taglines and alpha male “Knowing What You’re Made Of” campaigns …just yet.

Embracing the enemy: Although I feel a bit more secure in my job as a medical copywriter, I have not balked at the new AI language models. Conversely, I use ChatGPT weekly to assist me with work that does not require scientific research, regulatory considerations, or emotional insight; to keep me amused with novel haikus I ask it to write even though they all rhyme (cringe); and above all, to keep me intimately connected to the evolution of my future competition.

Every year I become a better writer, so will ChatGPT.

Words flow like a stream,
I can help, but I can’t dream,
Your voice, unique theme.

—by ChatGPT