Case studies and research are the driving forces in the healthcare industry, especially for new medical technology innovations. All buyer personas in MedTech will base their decision on whether to purchase a product or not on relevant case studies. Knowing how to use case studies in MedTech PR is crucial for informing your target audience and increasing sales.
But there is a catch. It usually won’t help to have case studies merely for the sake of having one. Instead, proper presentation and distribution of the case studies are necessary.
As an experienced MedTech PR agency, we will give you some practical tips and tricks for using MedTech studies. Let’s get started!
Understanding the Value of Case Studies
Case studies are significant in the healthcare industry and are especially important for promoting and selling new medical technology. MedTech case studies are detailed reports that provide real-life evidence of how a particular medical technology or device is implemented.
Typically, case studies focus on examining the effectiveness and reliability of the new medical product that has appeared on the market. Besides the quality checks done during the manufacturing process, case studies provide the potential buyer with evidence-based support regarding the safety of the medical technology.
Also, they are empirical proof that a specific problem or challenge in the medical industry can be tackled with your company’s solution. Since most human lives depend on that medical technology, detailed case studies serve multiple purposes:
- As an educational resource for healthcare professionals
- Demonstration of practical device applications
- Lend credibility and trustworthiness
- Humanize the impact of the technology
- Provide user testimonials
- Reveal possible limitations of the technology and show pain points for further development and improvement
How to Use Case Studies in MedTech PR
As a MedTech public relations agency, we can assure you that case studies are an essential tool in MedTech marketing. If they have a well-structured narrative, they can easily showcase medical technology’s success, effectiveness and practicality.
For that purpose, knowing how to use case studies in MedTech PR and utilizing the best methods can support sales efforts. It can also generate leads and educate as well as inform potential buyers about the product.
Identifying suitable case study topics
The case study should be relevant to the products your MedTech company is offering. For MedTech PR purposes, you can either use relevant case studies or conduct one specifically for your product. Case studies about your products would be more relevant.
Yet, whichever option you choose, you should ensure it highlights the innovative products and technologies you offer by showcasing successful patient outcomes. Throughout the medical study, it is highly beneficial to demonstrate how the technology solves a particular problem.
To enhance the credibility of the medical study, you can consider partnering with other industry leaders. Additionally, including trusted medical professionals in the study allows them to share their expertise.
Collecting data and information
For a successful PR campaign, the case study that we will use must contain qualitative and quantitative data. While qualitative data focuses on providing accurate numbers, quantitative data is used for aspects that can’t be translated into calculable value, such as comfort, ease of use, perception and behavior.
Medical technology buyers are equally interested in both data. The quantitative data reveals important performance metrics and cost analyses that healthcare facilities need to assess whether medical technology will provide a good return on investment.
Quantitative data, on the other hand, will give the potential buyer more information. This includes ease of use, integration with existing systems, adaptability, and customization.
Crafting compelling case studies
The case study must be properly structured. A widely accepted format for MedTech medical studies includes the following sections in this order:
- Introduction with key considerations
- Clear problem definition
- Presentation of the possible medical device solution
- Detailed explanation of the case study conducted, including participant demographics and flow of the study
- Presentation of the results
- Conclusion
Incorporating real-life stories and testimonials adds value to the medical study. If you want to enhance the narrative of the entire case study, you might consider adding visuals, such as infographics, charts, images and videos.
Besides the actual case study crafting, much effort should be put into the case presentation. Knowing how to present a case study medically will bring you one step closer to promoting your products in the right light and potentially boosting your sales.
Some tips from us would be to organize the presentation chronologically and pay attention to details when presenting physical findings. Also, focus on aspects that are important to the buyer persona.
Integrating case studies into PR strategies
Case studies can have versatile applications in your marketing efforts. But what are the best ways to use case studies in MedTech PR? The answer will depend on the outcomes you want to achieve. But in our experience, case studies are meant for:
- Sharing online: you should publish them on your website, link them in online articles written by you or as a guest post, post them on social media, share them directly to your target audience via email, etc.
- Hard-copy handouts for industry seminars, conferences, and other gatherings.
- Using them for lead generation.
- Incorporation in press releases about new product lines.
- Implementation in white papers and more in-depth reports.
- Engaging industry professionals and encouraging them to promote your products.
Ethical Considerations for MedTech Case Studies
Certain ethical considerations must be followed for a case study to be relevant. First and foremost, you should have written consent from all the participants in the case study that the medical data collected can be used for scientific purposes and MedTech PR.
The privacy and confidentiality of both the patients and the medical staff involved in the medical study should be protected. All participants must be informed about the purpose of the research, potential risks, benefits and procedures planned during the study.
Moreover, the medical study should follow the latest industry regulations and standards. Every aspect should be presented transparently and honestly. The results must be clearly explained, and the medical data should be accurate.
Conclusion
These are just the basics on how to use case studies in MedTech PR. To fully utilize the advantages case studies offer in the medical industry, you should consider many aspects. These include accurate data, demonstration of product quality and safety through real-life application and adding testimonials and visuals for an enhanced narrative.
Implementing case studies into your PR campaign is not as easy as it might seem. It requires expertise and dedication. Contact us via email or call us at 949-528-2015, and our team will be more than happy to take over and improve your PR efforts!
