19 Feb 24
Are you looking to invest in effective messaging for your medical device, but unclear how much it will cost?
Messaging is an important part of any marketing strategy as it shortens your sales cycle and increases good fit enquiries.
Breaking down the cost of a messaging project can be done in two parts – its creation and then implementation.
This article looks at both and provides average prices to help you better understand where your money is going.
There is a lot that goes into creating effective messaging for your medical device, from developing your messaging pillars, to a tagline, to your brand lexicon and much more.
Each of these deliverables have a key role to play in the creation of your medical device messaging, so we’ve created a cost breakdown of each.
*All the numbers here are averages and can be higher or lower depending on each project.
| Deliverable | Definition | Price Breakdown |
|---|---|---|
| Your brand story | A short description explaining what your brand story is and what you are trying to achieve. | £6,500 |
| Tagline | A phrase or sentence that summarises the tone for the rest of your branding. | £1,250 |
| One-liner | A few short sentences that relay your brand story to your audience. | Included in brand story cost |
| Three messaging pillars | Three central themes that’ll be incorporated into all your marketing campaigns to ensure that your medical messaging stays on course. | Included in brand story cost |
| Lexicon | A guide to provide clear direction on the vocabulary used for your company, device or service. | Included in brand story cost |
| Messaging guide | The rule book for how your messaging will be communicated moving forward. | Included in brand story cost |
| Timeline | A timeline explaining how you should roll out your new messaging campaign. | Included in brand story cost |
To read about all the deliverables that you can get from your messaging project, check out our article on our learning hub.
Once your messaging is approved it needs to be implemented across your marketing materials. The budget needed for this can vary quite a bit as it depends on the number of materials that need to be updated.
Ideally, your new messaging should be launched across all channels at the same time as this will increase its impact.
Of course, you can do this yourself, but you may prefer to use an agency. This will cost more but you agency will ensure your messaging is relayed consistently while you can focus on other business critical activities.
Maintaining consistency across your brand is vital, to learn about why check out our medical device guide to consistent marketing.
The first step to rolling out your new medical messaging is to update the copy on your website. This normally means updating most of the copy on your site from page titles, to meta descriptions to the actual page copy.
Depending on how large your website is these updates can vary in price. While a full website rebrand shouldn’t be required, you may need to reconsider the layout of some of your pages to make sure that the messaging flows easier. Doing this to multiple pages might lead to a price increase.
The price is also can be affected by the types of team members that you have working on your site. In-house or freelancer teams might provide a cheaper option for you to update your website than an agency.
While you’re updating the messaging on your website you should also be updating the messaging on your outbound campaigns such as social media or email marketing.
The cost of rolling out this new messaging material shouldn’t be too different to what you were already spending on these campaigns. There is no need to try and replace all the social media posts with your old messaging, just simply when moving forward refer to your messaging guide when putting these materials together.
The next step would be to update the messaging in your company’s materials to match your website. Every touchpoint that your audience would come across, and every flyer that they get their hands on should have this updated messaging. Think of this as a continuation of the work that you’ve been doing on your website.
These updates should be made to marketing materials such as:
• Brochures
• Presentations
• Marketing videos
• Exhibition banner and other conference-related marketing materials
These changes may be on the simpler and cheaper side of your budget as it should only be a few updates to your marketing, a few rewritten slides and some copy updates on banners and brochures before reprinting them.
It’s important for you to know that all these estimated prices are subject to change depending on the nature of the project.
Here is a list of things that could affect the price of the creation and implementation of a messaging project.
• Choice of team:
When creating and rolling out any new big change in your marketing having a cohesive team is important in a smooth transition. This is why working with an array of different teams such as an in-house team, freelance and agency might slow things down. Communication between these three groups might be slow and inaccurate so make sure that you’re working with people who can communicate well with one another.
If you have any questions about the difference between working with a Freelancer, agency or in-house team then check out our complete guide.
• The complexity of the project:
As mentioned before, the size of your current marketing might affect the final cost of the project. If you have a large website or lots of different marketing materials, it could take more time, translating into a higher budget needed to ensure that they’re all updated correctly.
• Medical device regulations:
In medical devices knowing what you can and can’t say is essential. Different countries have different regulations when it comes to marketing, so you have to be aware of all of them. Making sure that your new messaging is aligned with all the necessary regulations may take more time and increase costs, especially so if you’re working with marketers unfamiliar with the industry.
If you’re looking for an overview of how medical device messaging works in regards to regulatory organisations then check out our complete guide to what you can and can’t say in medical device.
Now that you have a better understanding of how you can fit a medical messaging project into your marketing budget you should have a look at these other articles:
• What will I get from a messaging project?
• How to effectively implement your brand messaging?
• How can I overcome scepticism with effective medical device messaging?
Need help launching your medical messaging project? Want to learn how good messaging can boost your sales force? You’ve landed in the right place.
Podymos is a dedicated healthcare messaging agency, specialising in downstream medical device marketing. Our services might be a bit pricier than non-specialised agencies and freelance teams, and that’s because our exclusive focus on the medical device space equips us with specialised knowledge and expertise that others might not offer.
For compliant campaigns that align with your business objectives, we’re here to assist. Simply provide your contact details, and we’ll reach out promptly for a no-obligation discussion.
To find out more about our services or book a call to discuss a project with one of our expert Medical Device team, click a buttons below.
For compliant messaging campaigns that gain attention, we’re here to assist. Simply book your call with one of our team to find out how we can support your team moving forward.
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