Inside the Enterprise: How The Matchstick Group Helps Global Medical Brands Transform, Scale, and Win

In the medical, biotech, and life-sciences industries, enterprise organizations operate in one of the most complex commercial environments on the planet. They manage extensive product portfolios, navigate global regulatory demands, and drive innovation while balancing scientific accuracy, competitive pressure, and market expectations.

For more than a decade, The Matchstick Group has supported these organizations through some of their most critical commercial, branding, and product-launch challenges.

Our work spans multimillion-dollar portfolios and global product lines that collectively represent more than $250B in annual revenue—from advanced surgical solutions to imaging platforms, infection prevention technologies, contract manufacturing organizations (CMOs/CDMOs), and next-generation therapeutics.

The foundation of our enterprise work is simple:
We help large, complex organizations simplify the complicated
and communicate with clarity, speed, and strategic precision.

Below is a deeper look at what this work entails—and why so many enterprise teams trust us with their highest-stakes initiatives.

A Track Record Built With Global Leaders

Our enterprise clients represent some of the most influential companies shaping the future of healthcare. Each partnership required deep category expertise, tight collaboration with cross-functional teams, and the ability to translate technical innovation into compelling commercial stories.

Avery Dennison Medical

Avery Dennison Medical — $1.5B

A global materials science leader, Avery Dennison needed a unified medical identity that could scale across contract manufacturing, OEM partnerships, and white-label product solutions.

Our work included:
  • Corporate brand transformation for the medical division
  • Product-level branding and campaign development
  • Messaging and positioning for OEM and CDMO partners

This work helped Avery Dennison strengthen its position as a critical manufacturing partner for medical device and pharmaceutical companies worldwide.

Surgical Specialties Corporation

Surgical Specialties Corporation / Corza Medical — $800M

As a company that manufactures both its own branded surgical products and white-label solutions for global manufacturers, SSC required a brand that could flex across two business models.

Our work included:
  • Full global brand transformation
  • Product branding and commercialization support across major portfolio lines
  • Messaging that supported both branded growth and OEM discretion

This engagement helped pave the way for the company’s successful expansion and eventual integration into Corza Medical.

Johnson & Johnson

Johnson & Johnson

We supported two major J&J entities with product branding and commercial storytelling:
  • Biosense Webster — $1.47B cardiac electrophysiology leader
  • Cordis Cardiology — prior to its acquisition

Our work helped elevate product differentiation in highly technical and competitive markets.

Cardinal Health

Cardinal Health — $220B

For one of the world’s largest healthcare companies, we developed:
  • LATAM corporate branding
  • An integrated campaign for Cordis Cardiology

This helped unify messaging across global business units and strengthen regional market presence.

GE Healthcare

GE Healthcare — $20B

For GE’s cardiac imaging portfolio, we delivered:
  • Brand development and commercial positioning
  • Sales enablement tools and clinical storytelling frameworks

The result: a cohesive story that empowered sales teams and clarified product value in a crowded market.

Teleflex

Teleflex Medical — $3.2B

Across multiple divisions—including intraosseous access, catheters, and wound management—we developed:
  • Strategic, data-driven marketing campaigns
  • Product and value-based messaging
  • Tools to support clinical adoption and salesforce alignment

Teleflex has since expanded several of these lines with continued market leadership.

Becton Dickenson

Becton Dickinson (BD) — $21B

For one of the most trusted names in global med-tech, our work included:
  • Co-promote brand development between Steris and BD
  • Product branding for infection prevention, surgical equipment (V. Mueller), hernia mesh, pleural effusion, and sterilization portfolios

These narratives played a critical role in supporting clinical credibility and technical differentiation.

Olympus Medical

Olympus Medical — $6.6B

We created a campaign platform for Olympus’ category-leading endoscopy technologies, sharpening the story around precision, visualization, and clinical performance.

Why Enterprise Teams Choose The Matchstick Group

Enterprise organizations turn to us when the stakes are high—when a brand needs to be rebuilt, a product needs stronger differentiation, or a global portfolio needs to speak with one unified voice.

Across every engagement, four themes consistently define how we work.

1.

We Understand High-Stakes Commercialization

Enterprise clients don’t just need campaigns—they need commercial strategy that stands up to clinical scrutiny, resonates with healthcare professionals, and aligns with global business priorities.

We’ve supported category-defining products in:

  • Cardiology
  • Imaging
  • Endoscopy
  • Infection prevention
  • Wound management
  • Surgical instrumentation
  • Materials science and OEM manufacturing

Our team knows what it takes to build credibility in regulated, highly technical environments.

2.

We Navigate Complex Organizations With Ease

Large enterprises are ecosystems: brand teams, product teams, regulatory, clinical affairs, legal, regional marketing, global marketing, and executive stakeholders all play a role.

We know how to:

  • Facilitate alignment across cross-functional teams
  • Guide decision-making when multiple layers of approval are required
  • Integrate messaging across global markets
  • Work seamlessly within existing processes

This is one of the biggest reasons enterprise clients keep us on long-term retainer: we reduce friction and accelerate outcomes.

3.

We Bring Clarity to the Complex

From cardiac mapping systems to sterilization platforms to contract manufacturing capabilities, enterprise products are often deeply technical and difficult to differentiate.

We specialize in transforming complexity into clarity by:

  • Distilling technical advantages into simple, compelling value propositions
  • Building intuitive product architectures
  • Developing messaging frameworks that scale across portfolios
  • Crafting clinical stories that resonate with surgeons, hospital systems, and procurement teams

Clarity drives confidence. Confidence drives adoption.

4.

We Deliver Speed + Quality at Scale

Enterprise teams value us because we act as a fully integrated extension of their marketing organization—flexible when they need it, rigorous when it counts.

Our model supports:

  • Rapid creative and content development
  • Strategic oversight for brand and commercial planning
  • Agile support across regions, business units, and product lines

We move quickly without compromising accuracy—an essential balance in regulated industries.

The Enterprise Advantage

What sets The Matchstick Group apart is not just our experience, but our ability to transform it into competitive advantage for our clients.

Working with more than $250B in combined portfolio value has given us a unique perspective on:

  • What enterprise buyers care about
  • How clinicians evaluate value
  • How to position technologies in saturated markets
  • How to articulate advantages in ways that resonate
  • How to build brands that endure across product lifecycles

Whether we’re supporting a global launch, repositioning a legacy product, or building a new identity for a multi-billion-dollar division, our role remains the same:

Bring clarity. Build credibility. Drive commercial impact.

Brand Guidelines Cheat Sheet: How to Build Clarity That Scales

MedTech Brand Guidelines Cheat Sheet

In the medtech and pharma world, brand consistency isn’t just about design—it’s about trust. Every visual, headline, and message is a signal to your audience about who you are and what you stand for. Yet, too often, medtech brand teams skip creating formal brand guidelines—believing they’re too prescriptive, too expensive, or too time-consuming. 

In reality, brand guidelines are one of the most valuable assets your marketing team can create.

They’re not guardrails—they’re launchpads for growth.

Why Brand Guidelines Matter in Medtech

For medical device and life science companies, clarity and consistency build confidence. Whether you’re communicating with healthcare professionals, patients, or investors, a strong brand presence turns complex ideas into credibility.

Brand guidelines help medtech marketing teams:

  • Codify their brand strategy and messaging.
  • Align creative and compliance teams.
  • Ensure every campaign, brochure, and touchpoint contributes to long-term equity.

What to Include in Your Brand Guidelines

Below is a quick-start framework we use at The Matchstick Group to help medical device marketers communicate with clarity and consistency across every channel.
  1. Brand Essence & Positioning
    Define your brand’s foundation:
    • Brand purpose
    • Vision and mission
    • Positioning statement
    • Core value proposition
    2. This section anchors your team in why you exist and who you serve.
  2. Brand Personality & Voice
    Your voice is your first impression. Capture your personality, tone, and examples of how you adapt it across audiences.Tip: Include “Do’s and Don’ts” for tone—it’s the fastest way to teach consistency.
  3. Messaging Framework
    Your brand story should scale. Document your elevator pitch, audience-specific proof points, and key messages that differentiate your solution.
  4. Visual Identity System
    Provide detailed standards for:
    • Logo usage and spacing
    • Color palette and typography
    • Photography, illustration, and iconographyThis ensures every visual asset feels unified—no matter who creates it.
  5. Content & Channel Guidelines
    Define how your brand shows up across platforms—from your website to congress booths to social media.For medtech brands using AI and modular content, establish rules for compliance and voice control.
  6. Compliance & Regulatory Language
    In regulated industries, compliance must be built into brand governance. Include approved claims, data attribution rules, and the sign-off process for materials.
  7. Brand Governance & Ownership
    Name the people and processes responsible for brand integrity. Update guidelines regularly and make them accessible to every stakeholder—internal and external.

The ROI of Clear Brand Guidelines

When you codify your brand strategy, you create clarity that scales.
Every piece of content—from a clinical sell sheet to a global ad campaign—reinforces one unified story. That’s how medical device brands build long-term equity, faster.

At The Matchstick Group, we help medtech marketers transform strategy into execution—creating brand frameworks that guide, not constrain, creativity.

Brand guidelines don’t slow you down. They align you to accelerate.

Looking for more? Download our Brand Guidelines Cheat Sheet below.

Why Most MedTech Messaging Fails (and How to Fix It)

MedTech marketing messaging

In medtech messaging, I hate to say it but clarity beats creativity every time. Creativity will cause someone to stop the scroll, pause on the page or open the proverbial office door. But creativity without message clarity is just an empty promise.

Too often, companies believe they have a “brand awareness” problem—when what they actually have is a messaging problem. Sales reps aren’t struggling because prospects haven’t heard of the company / brand / product. They’re struggling because prospects don’t understand what problem you’re solving, what your tech actually does or why it matters.

When medtech messaging gets too technical, too feature-heavy, or too generic, your story disappears into the noise. Reps stop selling solutions and start distributing samples. Marketing becomes a megaphone for complexity. And what was once a strong technology becomes a confusing story that no one can repeat.

At The Matchstick Group, a leading medical device marketing agency, we help brands simplify, align, and scale their stories through a disciplined approach to messaging clarity. Because at the end of the day, a brilliant medical device marketing strategy only works if people understand it.

Why Clarity Is Your Competitive Edge

Every medtech company has data, features, and technology. Very few have a story that’s easy to understand, easy to repeat, and easy to believe.

That’s what separates growth-stage brands from the rest of the field. Clarity turns complexity into confidence—and confidence converts.

Our framework starts with a simple truth: if your messaging can’t be explained in two sentences, you don’t have a marketing problem. You have a clarity problem.

The 6-Question MedTech Messaging Audit

Before your next launch, campaign, or conference, put your messaging to the test.

  1. Can a clinician explain this to a patient?
    If not, simplify. Real clarity lives in conversation, not jargon.
  2. Does it lead with clinical outcomes or features?
    Outcomes drive attention. Features only reinforce credibility.
  3. Would your competitor’s product fit this description?
    If yes, your message isn’t differentiated—it’s generic.
  4. Does it address both the clinical and economic buyer?
    MedTech purchasing is a dual-decision process. Speak to both.
  5. Is there proof—study, data, or testimonial—to support your claim?
    Credibility without evidence is just opinion.
  6. Can someone repeat it without looking?
    If your team can’t, your customers won’t.

Most companies fail at #3 and #6—and that’s where the real leakage happens.

How to Fix Weak MedTech Messaging

Once you identify what’s broken, rebuild with focus and discipline:

  • Start with outcomes. What changes for your audience—clinicians, administrators, patients—because of your innovation?
  • Define your differentiator. Ask, Why us? Why now? Why this solution?
  • Build a one-line narrative everyone can repeat. Test it internally and externally.
  • Validate it in the field. Ask customers to describe your product back to you. If they hesitate, it’s not clear enough.

Clarity isn’t about oversimplifying your science—it’s about amplifying your value.

Why Alignment Matters as Much as the Message

Even the best message fails if it’s not consistently told.

When marketing, sales, and clinical teams each tell the story differently, your credibility erodes. Confusion replaces confidence.

The fix? Alignment.

  • Build one message framework. Define what to say, to whom, and when.
  • Train together. Consistency starts with shared understanding.
  • Simplify enablement tools. If your reps can’t find the right message, they’ll make one up.
  • Reinforce regularly. Audit your message quarterly as markets and insights evolve.

The Bottom Line

Awareness matters. But clarity converts.

The most successful medtech brands know their story, tell it consistently, and make it easy for others to repeat. That’s how you transform your team from noisy sales reps into credible, trusted partners—and your marketing from a cost center into a growth engine.

Because in medtech marketing, simplicity isn’t small thinking—it’s what moves markets.

Harnessing the Power of Data and Analytics to Transform Medtech Marketing

Data and analytics for medtech marketing

At The Matchstick Group, we’ve seen firsthand how data and analytics can be a game-changer for medtech and medical device companies. In an industry that often faces complex regulatory environments, long sales cycles, and entrenched competitors, the ability to capture and act on data in real time can level the playing field—especially for smaller medtech, medical device, and biotech companies that don’t have the same marketing budgets as the giants.

Why Data in Medtech Matters More Than Ever

In healthcare, data is everywhere—from clinical outcomes and provider feedback to patient experiences and sales patterns. The challenge is not collecting it, but using it wisely. When harnessed effectively, analytics allow companies to shift from reactive decision-making to predictive, proactive marketing strategies that respond to market dynamics in real time.

For smaller medtech and medical device companies, this is particularly powerful. By leveraging the right medical device marketing strategy, even a lean team can quickly adapt messaging, allocate resources more efficiently, and seize opportunities as market conditions change. That agility can mean the difference between being overshadowed and standing out.

The Role of AI and Automation in Modern Medtech Marketing

AI-driven analytics help uncover insights that human teams might miss—predicting provider needs, identifying patient journey touchpoints, and highlighting market trends early. Automation takes it one step further by enabling “always-on” engagement that scales, allowing companies to deliver the right message to the right audience at the right time.

As a leading medtech marketing agency, we’ve seen AI and automation reduce time-to-market for campaigns and improve ROI, but they also introduce new responsibilities. Privacy, regulatory compliance (think HIPAA and GDPR), and transparency need to be built into every analytics-driven initiative.

The FDA’s New Approach: Compliance as a Competitive Edge

Recent FDA efforts to crack down on deceptive direct-to-consumer (DTC) drug advertising underscore the need to integrate compliance into every step of the marketing process. This new environment doesn’t just change the creative conversation; it also changes how we use data.

Instead of optimizing solely for clicks or conversions, today’s smart medical device marketing agencies help clients optimize for compliance, comprehension, and trust. As we often tell our clients:

The FDA’s new stance means the data game has changed — we’re no longer just optimizing for clicks or conversions, we’re optimizing for compliance, comprehension, and trust. The smartest campaigns will be those where analytics make compliance a competitive advantage, not a constraint.

Leveling the Playing Field for Smaller Players

One of the most exciting aspects of modern marketing in the medical device industry is that the same data and analytics tools used by Fortune 500 companies are increasingly accessible to startups and smaller firms. With the right medical device marketing agency as a partner, a smaller medtech company can monitor shifts in customer sentiment, test new messaging rapidly, and adjust targeting strategies in days rather than months.

This agility is particularly critical in fast-moving markets like diabetes care, minimally invasive surgery, or digital therapeutics, where competitive dynamics can change almost overnight.

Building a Data-Driven Culture

Harnessing analytics is not just about software or dashboards—it’s about cultivating a mindset. Teams need to understand how to ask the right questions of their data, not just how to collect it. At The Matchstick Group, we believe the most effective medical device marketing strategies are those where analytics inform everything: from positioning and messaging to channel mix, creative development, and even sales enablement.

3 things that Medtech Marketing teams should be doing right now

    1. Build Real-Time Market Intelligence
      Most medtech teams have plenty of data, but it’s often locked in silos (CRM, website analytics, sales calls, social media).
      • What to do: Integrate these sources to create a single, near-real-time view of market sentiment, HCP engagement, and competitor activity.
      • Why now: Market dynamics (think competitive launches, payer shifts, or guideline updates) can change overnight. With integrated dashboards and alerting, even smaller medtech and biotech companies can react quickly—adjusting messaging, targeting, and spend before they lose momentum.
    2. Embed Compliance and Trust into Campaign Design
      With the FDA’s crackdown on deceptive DTC ads, compliance is no longer a box to check at the end of a campaign.
      • What to do: Include compliance metrics—like disclosure visibility, comprehension, and risk/benefit balance—in your A/B tests and performance dashboards. Use analytics and AI tools to continuously flag risky language and monitor campaigns after launch.
      • Why now: This approach shifts compliance from being a late-stage bottleneck to a competitive advantage, ensuring that campaigns build trust while staying nimble.
    3. Use Data-Driven Personalization to Compete with Bigger Players
      Many smaller medtech companies believe they can’t match the marketing muscle of global brands—but smart use of data levels the playing field.
      • What to do: Leverage predictive analytics to segment audiences (HCPs, caregivers, patients) and tailor messaging to their pain points and readiness to adopt. Combine that with automation to deliver the right content at the right time, even with limited staff.
      • Why now: The earlier you build these capabilities, the more agile you become—ready to pivot as clinical evidence, competitive landscapes, or reimbursement conditions evolve.

Bottom line:
Medtech marketers who see data as a strategic resource, not just a reporting tool, will be able to act faster, earn trust, and compete effectively—even against bigger, better-funded competitors.

A Smarter Future for Medtech Marketing Using Data and Analytics

The medtech and medical device industries are entering an era where success will depend on the ability to adapt quickly to change and demonstrate measurable value. By pairing advanced analytics with a thoughtful, human-centric approach, even smaller players can compete with—and sometimes outperform—larger competitors.

At The Matchstick Group, we’re passionate about helping clients build that bridge between data and action. Because when used well, data and analytics in medtech don’t just drive better marketing—they help companies deliver better patient outcomes and build lasting trust.

Lead Generation in the Medical Device Industry: Proven Tactics That Work

Lead generation for medical device companies

Generating leads in the medical device industry is not for the faint of heart. Unlike consumer markets where the path from awareness to purchase can be measured in minutes, medical device sales cycles are long, complex, and heavily scrutinized.

Clinicians, procurement teams, hospital administrators, and sometimes even patients all have a say. Regulatory compliance shapes every piece of communication. And with budgets tightening across healthcare, standing out isn’t just about being louder—it’s about being smarter.

So how do you build a medical device marketing strategy that actually delivers qualified leads? Let’s explore proven tactics that work in today’s medtech landscape.

Why Lead Generation Is Different for Medical Device Marketing Companies

For medical device marketing companies, generating leads is not just about volume. A thousand unqualified leads won’t move the needle especially if they’re not in your target specialty or lack decision-making authority.

Instead, lead generation in medtech needs to focus on:

  • Precision targeting. Reaching the right specialists, at the right institutions, at the right stage of the buying journey.

  • Multi-touch engagement. A surgeon may need to hear about your device five times before requesting a demo. A procurement team may need six months of data before issuing a purchase order.

  • Trust and credibility. Because your audience literally deals with life and death outcomes, most specialties are risk-averse (orthopedists may be a different animal). Leads generally only convert when they trust your data, your messaging, and your brand.

That’s why a successful medical device marketing strategy needs to balance scientific credibility with creative engagement.

Building a Strategy That Fuels Lead Gen

Before diving into channels and tactics, the foundation matters. Here are three pillars every lead gen program should include:

  1. Clear positioning. Your device needs a simple, differentiating value proposition: what makes it better, safer, or more cost-effective than alternatives.

  2. Regulatory-aware messaging. Everything you say must pass compliance review while still being compelling enough to capture attention.

  3. Stakeholder mapping. Understand who influences the buying process—clinicians, nurses, administrators, payers—and ideally tailor your content to each.

With these in place, your lead generation programs can run with focus and consistency.

Inbound Marketing for Medical Device Companies: A Step-by-Step Approach

Inbound marketing is one of the most effective ways to build awareness and capture qualified leads. For medical device companies, it looks like this:

  1. Create value-driven content. White papers, webinars, case studies, and explainer videos that address clinician pain points.

  2. Optimize for search. Ensure your content ranks for the right clinical and procedural keywords so HCPs find you. This means that you need to conduct a search audit upfront. Think search first.

  3. Leverage social proof. Don’t forget to include patient and clinician testimonials. We are all human, and nothing is more impactful than a real story.

  4. Gate premium assets. Use forms to capture contact details when offering in-depth reports or product comparisons.

  5. Nurture with automation. Drip campaigns that deliver a steady stream of insights, building trust until your lead is ready to convert.

  6. Measure and refine. Track which content delivers the highest conversion rates and double down.

Inbound is not about shouting louder—it’s about making it easy for the right people to find you.

Content That Converts: From White Papers to Webinars

Not all content is created equal. In medical device marketing, the pieces that perform best are those that educate, not sell. Consider:

  • Live webinars. We have seen tremendous responses from live webinars – especially when accompanied by a Q&A. Ideally these webinars would include the perspective of an influential and trusted colleague, but we have also seen webinars run by a brand’s marketing and clinical team perform well. So don’t think that just because you don’t have a ‘expert’ that your audience won’t find what you’re saying valuable.

  • On-demand webinars. Busy specialists may not attend live, but they’ll watch replays if the topic is relevant.

  • Clinical white papers. These show your credibility and help clinicians build a case for adoption.

  • Case studies. Real-world success stories resonate deeply with peers. And depending on your audience, understanding the business implications of product adoption are especially compelling.

  • Video demos. Visual explanations of how your device works can bridge gaps that text alone can’t.

Each of these assets should serve as both a value-add for the audience and a magnet for leads.

Turning Medical Device Lead Generation Into Sales Results

Leads are only valuable if they convert into opportunities. To close the loop:

  • Score leads effectively. Not every contact is sales-ready. Use scoring models to prioritize surgeon vs. student, C-suite vs. clinical staff.

  • Align marketing with sales. Regular check-ins ensure that the leads you’re generating actually match what the sales team needs.

  • Track ROI. Whether through CRM integrations or marketing automation dashboards, connect campaigns to revenue outcomes.

When done right, medical device lead generation becomes not just a pipeline builder but a predictable growth engine.

Final Thoughts

Lead generation in the medical device industry is challenging—but not impossible. With the right mix of strategy, content, and technology, you can capture attention, build trust, and convert interest into measurable growth.

At The Matchstick Group, we specialize in helping device companies create inbound programs, campaigns, and assets that not only generate leads but drive adoption. See how we helped Synergy Surgical realize 1800 leads from one campaign. 

If you’re looking to fuel growth in 2026, we’d love to help. Schedule a call today and let’s explore how we can turn your lead generation into lasting results.

Choosing the Right Medical Device Marketing Agency: What to Look For and Why It Matters

Choose the best medical device marketing agency

Selecting the right agency partner is one of the most critical decisions a medical device company can make. Unlike consumer products or even pharma brands, medical devices live at the intersection of complex science, stringent regulations, and high-stakes decision-making. The difference between working with a generalist agency and a specialized medical device marketing agency can be the difference between a launch that transforms your market and one that falls flat.

In this post, we’ll explore why expertise matters, what capabilities to prioritize, and the questions you should ask before committing to a partner.

The Case for a Specialized Medical Marketing Firm

At first glance, marketing is marketing, right? But the reality is far more nuanced. A generalist agency might deliver a clever campaign, but if they don’t understand how a purchasing committee thinks, how clinical trials shape adoption, or how regulatory bodies restrict your language, that campaign could stall before it ever gains traction.

A specialized medical marketing firm knows the stakes. They’re familiar with FDA guidance, CE Mark requirements, and the nuances of communicating clinical data without overstepping. They also understand the unique psychology of healthcare buyers: surgeons who prioritize safety and efficacy, procurement teams who focus on cost-effectiveness, and patients who need clear, compassionate language.

This layered knowledge means your campaigns won’t just be creative—they’ll be credible, compliant, and compelling.

What a Top Medical Device Marketing Agency Should Offer

So, what separates an average agency from a great one in medtech? Look for these core capabilities:

  • Strategic positioning grounded in market research. You want an agency that can map competitive landscapes, identify whitespace opportunities, and position your brand to win.
  • Clinician-centric messaging frameworks. Selling to HCPs requires precision. Agencies should know how to build value propositions tailored to surgeons, nurses, and administrators.
  • Regulatory-aware creative. A strong agency respects compliance guardrails and creates work that’s both engaging and safe.
  • Cross-channel expertise. From trade shows to email marketing to social media, the agency should know how to orchestrate campaigns that keep your brand top of mind.

The best medical device marketing agencies don’t treat strategy, creative, and compliance as separate silos—they integrate them into a seamless process.

Comparing Medical Device Marketing Companies: What Sets Them Apart

It’s easy to be dazzled by slick portfolios, but real differentiation comes down to three factors:

  1. Industry Experience. Has the agency launched devices like yours? A team that’s marketed everything from Class I disposables to Class III implants has the range to anticipate your unique challenges.
  2. Specialist Talent. Ask who’s on the team. Do they have writers who can translate clinical jargon into clear copy? Designers who’ve built regulatory-approved materials? Web development teams that understand HIPPA compliance?
  3. Proven Impact. Beyond beautiful design, can they show metrics—HCP awareness lifts, lead generation results, improved adoption curves?

When comparing medical device marketing companies, these are the questions that separate hype from real capability.

Digital First: Why a Medical Device Digital Marketing Agency Is Essential

Ten years ago, your trade show booth might have been the centerpiece of your marketing strategy. Today, digital is the front door. Surgeons and procurement teams start their research online, and a poor digital experience can lose them before you ever shake hands.

A modern medical device digital marketing agency will know how to:

  • Build websites that showcase your device in a user-friendly, compliant way.
  • Develop SEO strategies that help HCPs find you when they’re searching for solutions.
  • Implement marketing automation tools that nurture leads over long buying cycles.
  • Create digital content—videos, case studies, webinars—that delivers value at every touchpoint.

In short: your digital presence should be as advanced as your device.

Trade Shows, Launches, and Beyond

Of course, digital isn’t everything. In-person events and launches still play a vital role. The best agencies know how to integrate trade show management, booth experiences, and product launch plans into a larger commercial strategy. It’s not just about creating a splash at the show; it’s about converting that energy into long-term adoption.

Whether you’re preparing a medical device launch plan or updating your marketing mix, your agency should be able to align every activity with measurable business goals.

Questions to Ask Before You Hire

As you evaluate potential partners, here are some questions worth asking:

  • How do you uncover clinician pain points and translate them into messaging?
  • What’s your process for weaving regulatory review into creative development?
  • Can you show examples where your strategy directly influenced adoption or awareness?
  • How do you balance the needs of multiple stakeholders—surgeons, administrators, patients—in one campaign?

The right agency won’t just tell you—they’ll show you.

Why the Right Partnership Matters

Choosing an agency isn’t about outsourcing—it’s about building a partnership. A true partner will challenge your assumptions, bring fresh thinking, and push your brand to perform at its best while keeping you compliant and credible.

At The Matchstick Group, we’ve helped launch hundreds of medical device brands across the U.S. and Europe. Our team pairs industry expertise with creative firepower to deliver strategies that don’t just generate awareness—they drive adoption.

If you’re ready to find a partner who truly understands the medtech landscape, let’s talk. Schedule a call and discover how we can elevate your next launch.

Schedule a Call

The Future of Medical Device Marketing Strategy: Trends Expected to Drive Growth in 2026

Marketing a medical device isn’t like marketing anything else. The stakes are higher, the regulations are stricter, and the audiences—clinicians, procurement committees, patients—are more complex. Add to that an increasingly competitive medtech landscape, and the pressure on marketing teams to deliver measurable results has never been greater.

As we look ahead to 2026, several key trends are shaping how medical device companies approach marketing strategy. Understanding and preparing for these shifts can mean the difference between leading the market—or being left behind.

Why Medical Device Marketing Strategy Matters More Than Ever

A solid medical device marketing strategy has always been essential, but the environment is changing. Hospitals and health systems face tighter budgets, value-based care is becoming the norm, and HCPs are juggling more demands on their time than ever before.

That means marketers must be more targeted, more efficient, and more aligned with customer needs. No longer is it enough to have a glossy brochure or a flashy trade show booth. Successful strategies integrate clinical evidence, digital presence, and customer engagement across multiple touchpoints.

The Shift Toward Value-Based Care and Its Impact on Marketing

The rise of value-based care means procurement decisions are no longer just about device performance. They’re about outcomes, economics, and long-term value. For marketers, that means messaging must evolve.

  • From features to outcomes. Instead of leading with “our device does X,” companies must show how it improves patient recovery, reduces readmissions, or cuts costs.
  • From product to partnership. Hospitals increasingly want vendors who act as strategic partners, not just suppliers. Marketing must highlight service, support, and partnership. The infection prevention team at Becton Dickinson has done a tremendous job with building true partnerships with the institutions that they serve. This helps position the company as leaders and innovators in the space, and builds trust and loyalty way beyond what any one product in their portfolio can do.

This shift is critical for anyone building a marketing strategy for medical devices in 2026 and beyond.

Data-Driven Medical Equipment Marketing Strategies

If 2025 was the year of experimentation, 2026 is the year of accountability. Marketing teams will be expected to demonstrate ROI at every step. That means:

  • Leveraging CRM and automation. Track every touchpoint—from awareness campaigns to HCP conversions.
  • Using analytics to personalize outreach. Digital platforms allow targeting by specialty, role, and even engagement behavior.
  • Tying metrics to revenue impact.  Awareness is good. Qualified leads are better. And conversions are best. Unfortunately, we have worked with countless marketing teams who can’t fully tie that all together because of gaps in their tech stack.

Sophisticated, data-driven medical equipment marketing strategies are no longer optional. They’re the baseline expectation.

The Role of Digital in Medical Device Commercial Strategy

The pandemic accelerated digital adoption, and there’s no going back. A strong medical device commercial strategy in 2026 must be digital-first, even when in-person tactics remain important.

  • Websites are the new front door. If your device website is outdated, slow, or unclear, you’re losing prospects before you even meet them.
  • SEO and thought leadership matter. Clinicians research online. Ranking for the right terms means capturing interest early.
  • Omnichannel campaigns drive results. Email, webinars, podcasts, and social content all work together to keep your device top of mind.

Your digital footprint is a reflection of your brand. If it doesn’t inspire confidence, neither will your device.

How the Marketing Landscape Will Change in 2026

So, where is the industry headed? Here are three predictions:

  1. Personalization at scale. Thanks to AI and automation, hyper-targeted content will become standard, not cutting edge.

  2. Smarter launches. Companies will integrate pre-launch digital awareness, clinician education, and real-world evidence earlier in the process.

  3. Cross-functional alignment. Marketing will work hand-in-hand with market access, clinical, and sales teams to deliver a cohesive story that resonates from the C-suite to the OR.

In other words: marketing medical devices in 2026 will be less about one-off campaigns and more about building an ecosystem that surrounds the customer with value.

Final Thoughts

The future of medical device marketing will be defined by those who can adapt quickly, embrace data, and balance compliance with creativity. Strategies that focus on outcomes, personalization, and digital integration will lead the way.

At The Matchstick Group, we help medtech companies navigate this complex landscape, turning strategy into action and action into results. If you’re looking to build a future-ready medical device marketing strategy, let’s talk.

Schedule a call today and let’s get you prepared for 2026.

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.

Schedule a Call

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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

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.

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.

Schedule a Call

SUBSCRIBE

Get the latest updates from The Matchstick Group! You’ll receive occasional emails from us with tips to improve your medical device marketing program.

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

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.