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Do you need to adjust your HCP marketing and patient marketing campaigns?

Healthcare marketing

Are you wondering if you need to adjust your campaigns depending on whether you’re marketing to patients or HCPs?

Are you looking for tips on the best ways to tailor your campaigns to different audiences?

We specialise in all different areas of Medical Device marketing and one thing our clients often come to us for help with is how their marketing activities should differ when appealing to healthcare professionals versus to patients.

So, we thought we’d write down what we know.

Although medical device marketing is surrounded by regulations, the basic principles of marketing can still be used to create successful campaigns that help businesses meet their objectives. We believe that being in a technical industry doesn’t need to mean that creativity is stifled.

When marketing to different audiences, the same principles still apply, but you need to shift your focus slightly.

1. Knowing your audience

Audience marketing

This is the golden rule of marketing, and one that will not change.

Knowing your audience isn’t as simple as just being able to say who you’re targeting (HCPs or patients), you need to know as much about them as possible.

You need to be able to understand your audience, for instance, what are they interested in? What are their challenges? What questions are they asking? How can you help them? Which platforms do they engage with?

Knowing this will inform you on the best way to reach you audience. Are they more likely to come across your materials on social media or through a search engine? Is the best way of reaching them through live events? You will be able to tailor your efforts to where they’ll be most fruitful.

Furthermore, you will also be in a better position to predict what they will be searching for online, or what will stand out to them when scrolling through social media. You can ensure that the content you create will appeal to them and leave the best impression of your company and device.

2. Multichannel marketing

One of the most prevalent rules of marketing, and one that we firmly believe in when it comes to Medical Device marketing, is that your audience needs to be exposed to your message at least 7 times before they act. With the rise of digital marketing, this number is now more likely to be closer to 15-25 times.

This means that you need to reach your audience as often as possible and with the right content, multichannel marketing can help you do this.

An effective multichannel campaign involves distributing your message consistently across multiple platforms and mediums, reaching your audience on numerous touch points. In Medical Device marketing, this means an approach that involves digital activities, like social media and SEO, as well as offline activities such as event marketing and magazine adverts.

The rule of 7 (or 25) spans across industries and audiences, so whether you’re marketing to HCPs or patients, a multichannel approach is a great way to approach your marketing strategy. Of course, you’ll have to tailor your approach depending on your audience.

For instance, when marketing to patients there may be few opportunities for the in-person contact that HCP conferences present, but you will find that less niche platforms such as magazines or even social media advertising can be used, and never forget SEO, one of the most underrated tactics in Medical Device marketing.

3. Tailoring your content

Again, the importance of knowing your audience cannot be overstated, especially as it enables you to tailor your content, which in turn means that you’re likely to see more success in achieving your business aims. This principle is the same for both HCP and patient audiences.

It’s helpful to understand their challenges and the issues that your Device can help them to overcome. Consider what the top questions your audience are asking and use this as a starting point for creating your content.

By reaching out to them in this way, you’re building more trust than if you were to simply just list the benefits of your Device. Although this type of promotion does have a time and a place, it’s usually when your potential customer is further on their buyer’s journey.

You can also tailor the type of language that you use and the message you present. For instance, when communicating with HCPs you can use more technical language and reference studies and statistics.

On the other hand, when you’re marketing directly to patients, this type of information may not appeal to them as much. You’re more likely to be focusing on lifestyle changes using approachable and open language.

For more tips, check out our podcast on coming up with content ideas.

4. Choosing the correct channels

We briefly mentioned the different channels you may approach for patient marketing and HCP marketing, but it’s important to consider this in detail when planning your strategy.

Generally speaking, you’re likely to find your patients on more casual platforms such as Instagram and Facebook, but again, it entirely depends on your intended audience. You’ll need to research which platforms are most popular among your patients.

On the other hand, HCPs are probably less likely to engage with Medical Device companies on these platforms, simply because they are not necessarily in a professional frame of mind when using them. That is not what they are there for, and as a result you may struggle to engage them.

Marketing distribution channels

Platforms like LinkedIn and YouTube and attendance at events may see better results. In this case, they are more likely to be in the right frame of mind and open to receiving marketing messages.

SEO is an extremely effective tactic, no matter who your audience is. For most people, when they have a problem or a query, their first port of call is likely to be a search engine, meaning they’re actively seeking out your help and your messaging.

They’re open and engaged, meaning it’s a great time to get in front of them and encourage conversion.

Are the regulations different for HCP marketing and patient marketing?

One thing to be aware of when tackling the differences in Medical Device marketing strategy for HCPs and patients is the difference in what you can say to still comply with regulations.

The EU MDR contains some differences between the member states with regards to patient marketing and often increased limitations do apply. France, for example, has the strictest rules forbidding marketing to a patient for any device that has a risk classification of IIb or higher.

We have a handy PDF download of EU MDR and local country medical device advertising guidelines.

Follow the basic principles

As you can see, successful marketing comes down to remembering the basic principles and applying them to your campaigns, no matter who they are aimed at.

As long as you’re complying with regulations and you know your audience well, you are sure to see success.

Patient and HCP marketing with Podymos

Do you want to communicate more effectively with HCPs and patients? Do you want to be able to deliver high-quality, multichannel campaigns? You’ve come to the right place.

Podymos is a healthcare marketing agency, specialising in downstream Medical Device marketing.

We’re more expensive than non-specialised agencies and freelance teams because we only work in the Medical Device space so we have specialist knowledge and experience that other agencies may not be able to offer you.

If you want high-quality, compliant campaigns that help achieve your business goals, we’d love to hear from you. Simply leave us your contact details below and we’ll get back to you very soon for a no obligation chat.

Archetypes in Medical Device branding

Archetypes highlighted in yellow in dictionary

Branding is what helps companies to differentiate themselves from their competitors and build connections with their customers.

When companies give their brands humanistic traits and personalities, they create something tangible that audiences can relate to, which builds a stronger and more memorable connection.

Archetypes can help to guide companies in creating their brand by providing a model for who the company would be if they were a person. This creates more consistent and authentic branding that customers will appreciate. We’re going to delve into the different archetypes and how they can benefit Medical Device companies.

What are archetypes?

Archetypes are a set of different personality types that are considered to be hardwired into human nature. According to Carl Jung, every person falls into one (or sometimes more) of these categories. Companies can use these archetypes to inform and consolidate their brand messaging and external expression.

As archetypes are based on real human personalities, they add depth and complexity to brands beyond just looking good. Brands can become like their own person, with traits and characteristics that customers can relate to.

Why do archetypes matter?

Archetypes help brands to achieve consistency, connection and differentiation, all of which are essential for effective branding.


The importance of consistency in branding cannot be overstated as you want your customers to be able to recognise you when they come across you, wherever that may be. Aligning your brand tightly to a single archetype allows your brand personality to feel familiar to your customers. It allows you to communicate with the consistency and humanity of a real person.


There is so much choice out there for customers now and it is so easy to compare companies, so how do you stand out? Branding is all about creating something tangible, that an audience can connect with and feel a loyalty towards. The merit of your device isn’t enough on its own, instead, customers want to buy from a brand that they respect.

Building connection through branding is all about being relatable. When a person sees humanistic traits in a brand, they can relate to it and connect to it. That is why archetypes are so important, because they give you something to model your brand on.


Your Medical Device might be competing with lots of similar Medical Devices, in which case, focusing on the features and benefits of your device alone is not enough as they may be similar to other products out there. On the other hand, personalities are unique and have infinite possibilities, this means they can help to tell your customers who you are and your brand story.

Using archetypes to develop your brand personality can only make this stronger, allowing companies to appeal to what their customers want rather than just what they need. For example, customers looking to buy trocars have lots of choices, but they are probably more likely to choose to buy from a brand they aligned with personally.

The different archetypes

Let’s have a look at the different archetypes. As a Medical Device marketing agency, there are four archetypes that we come across most often, so we’ll be focusing more closely on those.

The Creator

The creator archetype is driven by the free flow of creativity but stays within the parameters of control. They promote self-expression, imagination and innovation. They believe that if you can imagine it, you can create it.

Lots of Medical Device brands fall under this category due to their ambition to drive forward innovation. Due to their archetype, the marketing materials for these brands tend to be very creative, almost like pieces of art themselves.

Desires: Freeflow of creativity, to create something of everlasting value.

Traits: Expressive, imaginative, innovative, but also melodramatic and perfectionist.

Examples of Creators: Apple, Adobe, Lego, Medtronic (new branding), Willy Wonka, Steve Jobs.

mercedes-benz logo

The Ruler

The ruler is a dominant personality that seeks power above all else. Rulers are confident, polished and responsible, but they can also be controlling, entitled and cold. At their best they seek to provide for others in need and to be a leader, but they can also seem power-hungry. Think of people like Winston Churchill, Hilary Clinton and Jay-Z, these people all fit under the rule archetype.

Ruler brands evoke a sense of exclusivity. A few Medical Device brands such as JnJ Ethicon Endo show some traits of the ruler.

Desires: Control and power.

Traits: Confident and polished, but also can be cold.

Examples of Rulers: Mercedes Benz, Rolex, Louis Vuitton, Winston Churchill and Ethicon Endo-Surgery UK used strong language as a Ruler, but this has been softened recently and they are back to a caregiver archetype.

The Caregiver

As the name suggest, this archetype is all about taking care of others. They are driven by a compassion to help others and will go out of their way to serve the greater good. The Caregiver exhibits parental like traits to make sure that other people are taken care of.

Johnson and Johnson is one of the most famous examples of The Caregiver archetype. Their commitment to making the world a healthier place can be seen very clearly in their altruistic actions as well as their messaging.

Desire: To protect others, the greater good.

Traits: Generous, benevolent but can be weak and masochistic.

Examples of Caregivers: Johnson and Johnson, WWF, Toms, Mrs. Weasley.

The Sage

The Sage revolves around finding knowledge and truth. They believe that by gathering knowledge and sharing it they can make the world a better place. As their main ambition is to seek out knowledge, Sage brands are considered experts in their fields.

Marketing materials from Sage brands are usually refined and perfected, using a neutral or muted colour palette and they don’t feel the need to impress with any additives to what they produce.

Desires: Knowledge and truth to understand the world.

Traits: Wise, articulate, but occasionally cold and self-absorbed.

Examples of Sages: The Mayo Clinic, Google, BBC, Yoda.

The Hero

The hero values honour over everything and will do whatever they can to avoid losing. They are ambitious and persistent, with a drive to gain power. Rocky Balboa is one of the most famous examples of the hero archetype.

Often sports brands take on the Hero archetype as they want to encourage people to push themselves to achieve bigger and better things. They often feature strong colours and bold shapes, as they want to challenge you and inspire achievement.

Desires: To prove their worth, power.

Traits: Brave, determined, ambitious and unrelenting.

Examples of Heroes: Nike, Adida, FedEx, Wonder Woman.

The Outlaw

The Outlaw goes against the norm at every opportunity. They want to do things differently and go against societies’ expectations, either for selfish reasons or to help others. Think of Robin Hood. Outlaw brands often use edgy, unexpected advertising to shake things up.

Desires: To disrupt the status quo.

Traits: Sharp, free-spirited, but sometimes out of control.

Examples of Outlaws: Harley Davidson, Mountain Dew, Jack Daniels, Batman.

The Innocent

The Innocent archetype has a desire to keep things simple and live happily. They seek to do things free of corruption to bring harmony to the lives of others. Innocent brands tend to use muted colours and soft imagery with a clear and honest message.

Desires: Harmony, paradise.

Traits: Optimistic, moral, honest but can be irritating and childish.

Examples of the Innocent: Aveeno, Coca-Cola, Dove, Forrest Gump.

The Everyman

The Everyman is wholesome and genuine. These brands don’t try to impress or shock customers with bold claims and messages, instead they try to appeal to the masses with straightforward messaging. Their branding is nothing fancy, rather it is relatable.

Desires: Belonging and enjoyment.

Traits: Friendly, genuine, reliable but they can be mundane.

IKEA store - The everyman archetype

Examples of the Everyman: IKEA, Ebay, Tesco, Dr. John Watson.

The Jester

The Jester, as the name suggests, is about humour and fun, but there is also a deeper level to the Jester as they use humour to illuminate hypocrisy and level the power playing field. They can take a serious subject and make fun of it in a way that is comfortable for the consumer.

Desires: To live joyfully, innovation.

Traits: Joyful, carefree, original but sometimes irresponsible and cruel.

Examples of Jesters: M&Ms, Old Spice, Skittles, Chandler Bing.

The Lover

The Lover brand is all about evoking emotion and making people feel special. They are not just about evoking romance, but all types of relationships such as familial and friendships. They evoke a sense of connection and intimacy. In practice, these brand use adjective rich language and passionate imagery.

Desires: Relationships, to create a special feeling in others.

Traits: Passionate, but occasionally obsessive and shallow.

Examples of Lovers: Chanel, Haagen-Dazs, M&S, Princess Diana.

Disney - The magician archetype

The Magician

Magicians make dreams come true. They are always coming up with solutions for problems through their knowledge of how the world works. Magician brands are all about bringing something special into the lives of their customers.

Desires: To transport people and create something special.

Traits: Charismatic, healing but occasionally dishonest and distant.

Examples of Magicians: Disney, Dyson, Tui and now Sky with their latest TV advertisements, Gandalf.

The Explorer

The Explorer has the goal to live an inspiring and fulfilling life. They are independent thinkers, forging new paths to find purpose in life. Any brand that veers off the beaten path and forges their own way can be considered an Explorer.

Desires: Freedom, fulfilment.

Traits: Independent, ambitious, spirited, but also restless and flaky.

Examples of Explorers: Jeep, National Geographic, Patagonia, Huckleberry Finn.

Aligning with an archetype

When it comes to figuring out which archetype your company aligns with, it is not always straight forward. It is not as simple as choosing the archetype you like the most, the one you want to be, but instead it is about figuring out which one you already are. A company trying to be something they are not can appear inauthentic and may damage their reputation.

Occasionally, companies may find that they don’t align comfortably with just one archetype. They may have characteristics of two archetypes, but companies should never choose to align with 2 archetypes with more than a 70-30 split. As in, your brand should be at least 70-100% one archetype.

How to use archetypes for branding

Once you have decided on an archetype to align with, you can begin to build your branding around that, allowing it to guide your choices so that you create a consistent tone and feeling.

Archetypes can be used to help determine messaging, voice, colours and personality. This can then be distributed across multiple platforms to begin appealing to and building a connection with your customers.

Which archetype are you?

Archetypes are fascinating, but they are also useful. They are a great tool to give your branding a clear direction, but remember it is incredibly important that you base your branding on an archetype that your company already aligns with, not the one you want to be.

About Podymos

Podymos is a dedicated Medical Device marketing agency. We are passionate about sharing relevant knowledge to expand our clients’ capabilities. If you would like to find out more about what we do, you can visit our services page, or get in contact with us.

And don’t forget to follow us on social media

Medical Device branding: What is it and how to do it


Are you starting your own Medical Device company or looking into how to rebrand your existing company?

Or is your branding just a little outdated and in need of some TLC?

At Podymos we know how important a brand can be for a company, so we have written this article in order to help answer a few questions that we often hear from our clients.

A brand isn’t just made up of a logo and colour scheme, it’s so much more than that and these elements are simply the tip of the iceberg. A brand encompasses everything that a company is. It’s an external expression of the internal vision and mission which runs deep into the core of a company.

What is a brand?

A brand is the way a company or product is perceived by those who experience it. Contrary to belief, it isn’t just a logo, tagline, or colour scheme.


“Branding isn’t just what your external assets look like, but also the feelings they provoke.”


Medical Device companies can often find themselves competing with similar companies with products that achieve similar results. The immediate urge when posed with this dilemma is to focus solely on the differences between the devices, but branding offers an alternative.

Whilst addressing physical differences is important, branding can help companies to be differentiated in the mind of the customer in a way that isn’t necessarily expressible. It’s more of a feeling – a loyalty that is created as the customer feels they know who the company is and what they stand for.

Think of a brand as being like a person. It has likes and dislikes, beliefs, and a vision of what the future will look like, and this is what potential customers can relate to and connect with. Logos, colour schemes and tone of voice are just the tools used to convey this.

Internal branding

Why is branding important for Medical Devices?

Some companies might not prioritise branding when it comes to their marketing strategy. It isn’t something that creates instant results, it isn’t easily measurable, and it can be quite time-consuming when getting started. So, what’s the point?

When strategic branding underpins all marketing activities it forms the foundation that everything else is built on, providing direction on what a company should talk about and how they should interact with customers.

Without branding leading marketing decisions there is a risk of becoming a ship lost at sea with no real direction.

Connection with your audience

Consumers want more from brands than ever before, in fact nearly two thirds of consumers seek connection with a brand.

Connections breed trust, which in turn creates customer loyalty, the importance of which can’t be overstated. Look around your home at the brands you buy and consider why you buy them.

Your brand gives your customers a reason to intentionally buy from you over others. It’s far too easy for potential customers to compare multiple companies at once to decide which one to buy from, so when one stands out as having values and beliefs that are relatable, it makes a big difference.

Brand awareness and recognisability

Having a strong set of brand guidelines that includes everything about a brand, from tone of voice and logo to who the brand is, will ensure that all materials, whether online or physical, are consistent.

Consistency is the key to being recognisable, which leads to being memorable.

Ensuring that potential customers can look at something your company has produced and instantly relate it to you increases the chances of being remembered, and them getting in contact when you solve the problem they have. Beyond that though, having a consistent look and feel will seem more professional, and therefore more trustworthy to potential customers.

Employee pride

A brand encompasses everything about a company, from company culture to how employees answer the phone, how they act and maybe even what they wear. This ensures that every touch point has an impact.

This also builds employee loyalty as the brand they work for aligns with their beliefs and values, providing direction and motivation.

It enables them to feel that they are part of something special!

Medical Device branding strategy

As we’ve already said, branding is so much more than just how a company looks. Developing a Medical Device brand can be split into two sections: the internal branding, so who the company already is, and then the external expression of that.

It’s vital to start with the internal brand to really understand the company and ensure the external expression is authentic.

It’s important to note that branding is not who a company wants to be, but who they already are. If a company tries to portray themselves as something they aren’t, it can do more harm than good as it comes across as inauthentic.

Consumers are extremely savvy these days and will disregard you quickly if they do not believe you are being truthful.

For instance, Apple and Tesla are two extremely well-known brands and companies often want to strive to be like them, but if it isn’t authentic then customers may lose that connection and trust.

Internal branding

Internal branding is the culmination of a company’s purpose, vision, and mission, which can be discerned through internal interviews, to understand where the company already is.

The focus should mainly be on the present, but if for example a company is planning on doing community outreach in the future, the branding might nod to that.


This is the company’s goals beyond monetary gain. Not all companies necessarily have a purpose, but often medical device companies do have a strong purpose for existing, such as making it possible for patients to live longer and more fulfilling lives with their friends and family. This purpose can really help to identify a brand’s main characteristics.


A company’s vision is where they are planning to be in the future. It is what they are striving towards. For instance, phrases like, ‘in 10 years, we will be…’ demonstrate the vision.


A company’s mission is how they will achieve their vision. It’s what they do every day to get there. There are often the company’s strategic pillars.

Mission and vision are interconnected and need to work together, for instance you can’t have one without the other. Without a vision, you will struggle to guide your daily activities (mission), but without a mission you have no way of achieving the vision.


Positioning consists of getting to know the customers and how to appeal to them and then getting to know competitors, so that companies can differentiate themselves and stand out. It’s about finding a niche. What are the customers’ needs and wants and how can you, and you alone, address them? External interviews and competitor research can help to consolidate positioning.


It’s important there isn’t a disconnect between what a company believes their brand is and what the customers think their brand is, because at the end of the day its customers that companies should be trying to appeal to more than anything.

Companies must understand their customer, their likes, and dislikes and how they would want to digest information. This is where a brand really starts to gain substance as they seek to form an emotional connection with their potential customers by addressing their needs, but more importantly their emotional wants. This attention to detail helps companies to stand out from the competition.


Understanding the current market and competitors is just as important as understanding the customers. Companies need to know not only know who their customers are, but they also need to understand their own unique selling points, so that they can find what makes them separate from competitors.

There is no point in trying to go head-to-head with competitors, instead it is better to create a competitive difference that is something to shout about.

A useful tool when creating competitive positioning is looking at brand categories and ladders. Companies should always strive to be in a brand category where they are in the top position. A great example of this was FedEx, who dominated the overnight delivery category.


Working on character is all about developing the brand voice and personality that reflects and outwardly expresses everything that the company is.


Once a company understands their customer, it’s time to decide how they will appeal to and interact with them. The easiest way to do this is through developing a brand persona. A brand should be like a fully-fledged person that you can picture in your head. This will help to establish a clear brand voice, chosen based on the internal branding.

The book ‘Brands and Bullshit’ perfectly exemplifies this. It discusses the internal branding of Amazon who felt their brand characteristics were best represented by a boutique concierge who would always remember their customers’ names and provide amazing service.

Having this persona guided the team at Amazon on brand elements such as one-click purchase and remembering customers each time so that they never had to re-enter their login details. It’s fair to say that Amazon changed the game, and it was all guided by branding.


Archetypes can be used to help companies consolidate their brand persona and create a set of guidelines for external expression. They are a set of common personality types that are considered innate and hereditary.

It’s believed that every person fits into 1 of the 12 archetypes that were laid out by Carl Jeung to simplify archetype groupings. When using them in branding, they can give a company consistency and make them compelling to their audience.

Once a company has identified their brand’s characteristics and traits, they can look for the archetype(s) that they align with (1 archetype is always stronger than 2, but if a company is best represented by 2, ensure no more than a 70:30% split or the powers of archetypes will become diluted).

Some of the common archetypes we see in medical device marketing include:

  • The Caregiver who is driven by compassion and a desire to help others.
  • The Creator who is an innovator and non-conformist. They are known for pushing boundaries with their creativity.
  • The Sage who is a seeker of knowledge and wisdom.
  • The Ruler who has a dominant personality and desires power and control. They are exceptionally confident, but also trustworthy and stable.

Choosing one of these categories will give a company a clearer image of their brand and therefore how to convey it. If you would like to learn more about archetypes for branding, we recommend The Hero and The Outlaw by Margaret Mark and Carol Pearson. This is an excellent introduction into the almost magical world of archetypes.

If you want to learn more about Archetypes, we recommend our article on Archetypes in Medical Device branding.

External expression

Once all the internal branding is complete, it’s time to decide how this will be expressed externally, so that customers can connect with it. This can be divided into two categories.

Verbal expression

This should comprise of the company’s tagline, their core messaging, their stories, and the way in which their copy is written. Is the tone always formal? Is there a playful element to it? These are some of the things to consider when creating guidelines for verbal expression of medical device branding.

Visual expression

This is when the logo finally comes into play, but it isn’t simply about looking good. All a brand’s visual elements should be an expression of the company and what it stands for. It should add to the brand story and appeal to the target customer. All elements of effective visual branding should link back to the core message in some way. For a deeper dive into external expression of your brand, check out our article on how to digitally present MD brands.

Marketing the brand

Once the brand and its guidelines have been created, the fun can start, and it can be incorporated into everything that the company produces.

Branding messages can be distributed across all channels, including social media, websites, emails, and congresses. This is how a company becomes recognisable, and more importantly, memorable.

Although there are more stages and lots of detail that go into creating a successful brand, we have outlined the main structure of brand development. If you have any more questions about medical device marketing that you would like us to address, please don’t hesitate to get in touch.

Brand Marketing

Medical Device branding at Podymos

Do you want to communicate more effectively with HCPs and patients? Do you want to be able to deliver high-quality branding as part of your larger multichannel marketing strategy? You’ve come to the right place.

Podymos is a healthcare marketing agency, specialising in downstream Medical Device marketing. We’re more expensive than non-specialised agencies and freelance teams because we only work in the Medical Device space so we have specialist knowledge and experience that other agencies may not be able to offer you.

If you want high-quality, compliant campaigns that help achieve your business goals, we’d love to hear from you. Simply leave us your contact details below and we’ll get back to you very soon for a no obligation chat.

Medical Device events: Interview with an events coordinator

Over the coming months we’re going to be sharing interviews with our team on their area of expertise, starting with Medical Device events.

Becca is an Account Manager here at Podymos, with experience in running both in-person and digital events. She has travelled the world attending Medical Device events, and since the pandemic, she has become an expert on virtual events as well. She discussed everything Medical Device events, from how they’re going to change in 2022 to how to make an impact when attending events.

senior account manager

1. How do you see events changing in 2022?

Events are going to need to adopt more of a hybrid model, with some elements online and others in person. I think people will move to attending 1 or 2 big events a year and then getting the rest of the content they need from online events. There are a few reasons for this.

Firstly, HCPs are short-staffed and leaving their hospitals for 2-3 days can be difficult. Signing into a relevant online session is a lot easier in comparison. Also, if an attendee is able to get what they

medical conference eventneed from an educational point of view, it makes more sense in terms of ROI to attend online.

On the other hand, face-to-face connection can never truly be replaced and speaking with companies and building connections is still as vital as ever. Online events make it considerably more difficult to do this. That’s why I think that people will still make the effort to attend events that will have the most impact on them, rather than attending all of them.

2. Why are events so important?

Events, whether online or in person, should be seen as a crucial part of a company’s commercial plans. They can allow for larger marketing campaigns to be done in only a few days during an event vs. through other marketing channels such as email campaigns, social media, or through sales representatives which would all take longer. For attendees and exhibitors, there are different but still crucial reasons to attend.

For exhibitors:

  • Allows the opportunity to meet and build connections
  • The education available allows people to stay on top of therapeutic areas and keep at the top of their game
  • They can showcase new products and perform large commercial launches
  • The speakers can position themselves as thought leaders that are changing their space through innovation
  • Companies can get valuable feedback from customers on current and future technologies

For delegates:

  • Expand knowledge on the latest technologies and innovations to improve patient outcomes and operational gain (a topic increasingly important in today’s post COVID world) through podium presentations and poster sessions
  • Engage with peers about the latest clinical data and real-world experience
  • Network with Medical Device companies to understand how current and new technologies will support their practice moving forwards
  • Dedicated time away from normal practice to focus on learning

3. What makes an event successful in this industry?

The best events have the right balance between networking and learning. Delegates should have information that will advance their clinical practice and patient outcomes. Companies should have a list of leads that they can follow up and improved customer relationships to advance the adoption of their technology. There should be relevant content that pushes the industry or specialty forward and allows for peer-to-peer learning.

There should also be ample time for companies to network and highlight their new products and innovations as this also pushes the industry forward.

4. How can companies make an impact at an event?

All events present lots of branding opportunities, anything that can be branded at an event often is, but just because it can be branded doesn’t mean it should be. Companies should use branding to tell their story, not simply just to be seen.

Companies often talk about event ROI and the expense of branding, but it can be money well spent if there is a sound strategy in place. You should pick the highest impact items that will add to your story. Good questions to ask the event organisers include:

  • What would the footfall be like here?
  • How many delegates are you expecting in total?
  • Have you got zones designated for technology types in the hall?
  • Last year, who sponsored your additional branding items?

If your stand has low footfall, you will need to add your branding into high footfall places such as near food and water stands, to encourage people to visit your stand.

Another point would be measuring your event success. If you’re going to give out flyers, add a QR code to direct people to more information (you could even create a quick video linked through the QR code which shows someone walking to your stand so that people know exactly where you are). This is helpful for your customers to learn more, but it also helps you to measure how people engaged with your content.

5. How can companies make an event part of a multi-channel approach?

We’ve talked a lot about the multi-channel approach elsewhere on our knowledge hub and website and I think this should be at the front of people’s minds when they plan their event strategy. You need to know your brand story and be able to impart this to your audience at every opportunity including on your stand, social media, podium presentations, email campaigns, dinners, general interactions and the materials that you hand out.

multichannel marketing for medical device

Something worth mentioning is that if you’re promoting your sustainability on social media, you should also be sustainable at events and make an impact with branded materials that are sustainable. You must be authentic at every stage.

6. How can I optimise my event presence?

You should promote your details for the event before it takes place, including adding your stand number to your social media posts. You should also make the most of posting on social media whilst the event is taking place. It’s important to think outside the box, posts like “meet us at our stand”, with a stand number, have a place but why not do a series of interviews with KOL’s attending congresses, or from your team about what your company will be doing at the congress. I would also recommend an email campaign before the event, to really extend your reach.

If you have any more questions for Becca about events, multichannel marketing or any of the other topics mentioned in this interview, we’d love to hear from you. We are always happy to share what we know with you.

About Podymos

Podymos is a dedicated Medical Device marketing agency. We are passionate about sharing relevant knowledge to expand our clients’ capabilities. If you would like to find out more about what we do, you can visit our services page, or get in contact with us.

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Traditional healthcare marketing vs digital healthcare marketing

healthcare communication marketing

Traditional marketing and digital marketing for Medical Devices are two parts of the same whole. They both work to promote Medical Devices, communicating effectively with healthcare professionals (HCPs) and patients.

Historically, most Medical Device marketing has been traditional, based on building relationships through sales representatives, but since the Covid-19 pandemic, that has needed to change.

Sales reps have not been able to go into hospitals to meet HCPs in person. Live events were halted completely for a while, so Medical Device companies had to look for other ways to market their devices.

Enter digital marketing. The new way to reach your audience without having to leave the office.

So, what is the difference between the two? And is one better than the other? We’re going to delve into what separates the two and how you can utilise them both in healthcare communications.

What is traditional healthcare marketing?

Traditional marketing encompasses any marketing activities that aren’t online. This includes any physical sales aids, brochures, adverts in journals or live event stands. Word of mouth and sales representatives even count as traditional marketing.

Traditional marketing is all about brand credibility and forging personal connections.

What are the advantages of traditional healthcare marketing?

Traditional marketing, especially conferences and face-to-face meetings, allow sales representatives to understand their customer more precisely, allowing them to adapt their approach depending on the customer. This means that reps can also get an idea of how interested potential customers are and whether they will convert. The results of this type of marketing can be more immediate than digital marketing.

Alongside this, traditional marketing also helps to build credibility for your business. Professionally designed and printed ads, sales brochures, and event stands all require expertise to create, seeing these pieces of physical evidence will give potential customers the impression that your company is well established, and therefore they are left feeling more able to trust your company.

On top of that, these types of materials only have to be created once and can be used repeatedly until they are no longer relevant either because of a change in messaging or the publication of new data. As an example, the same brochure can be handed out time and time again, so once it is designed and completed, it is finished and you have something that can be used for several months. On the other hand, digital activities like social media need to be regularly updated with new content, almost daily.

What are the disadvantages of traditional healthcare marketing

The main disadvantage of traditional marketing for healthcare communications is that it is not as measurable as digital marketing. There is no way to directly track the success of materials such as brochures and therefore it is hard to decipher how well it has worked for bringing in customers and whether it is worth your investment in the future.

Equally, the lack of ability to track this information and lack of quantifiable evidence means that you are less able to improve on campaigns. For instance, with social media you can see which of your posts are performing the best, you can tell what your audience enjoys seeing and then you can do more of that in the future and see your results get better and better. Unless you get feedback directly from the customer, you can’t do this for physical materials.

As well as the lack of tracking, it is difficult to be reactive when it comes to traditional marketing. Although they will last for a long time so are worth the effort, traditional marketing materials take time and there are costs each time something needs to be reprinted. For instance, if there is new data that you want to include in your materials, you will not be able to publish it straight away, instead, you have to wait until the brochure is complete and then wait again for the right event to be able to hand it out. In this time, you might miss valuable opportunities.

digital marketing

What is digital marketing for Medical Devices?

Medical Device marketing is different to marketing in other industries as it is subject to regulations and for a long time, traditional marketing was massively favoured. Not many companies were capitalising on the opportunity that digital marketing presents, but things are starting to change.

Digital marketing, also known as internet marketing, includes any activity that takes place online. This includes search engine optimisation (SEO), social media, email marketing, paid advertising, online videos, and digital sales aids.

It is considered to be the new frontier of marketing and new information and research is emerging every day about best practices and trends.

What are the advantages of digital healthcare marketing?

One of the main benefits of digital marketing is the ability to closely target specific segments of your audience based on factors such as intent and location.

As a result of this, marketers can tailor the content they show to their audience so that they will see content that will be most effective for getting them to convert.

Marketers can also report in detail on their activities. They can use analytics to gain actionable insights that will improve their campaigns and therefore improve their outcomes.

For instance,if a website is not bringing in as many leads as expected, marketers can look at the data and troubleshoot. The data unravels the mystery, revealing how the website can be improved to bring in more leads.

reporting for marketers

As well as this, digital marketing campaigns can continue to bring in leads long after they are launched. For example, optimising your website for search engines will continue to work in the background, even when you are not dedicating time and effort to it. So, the benefits of digital marketing are long-lasting.

What are the disadvantages of digital healthcare marketing?

Digital marketing is not necessarily a quick win. For instance, many experts say that it takes 7 months from when you start optimising your website for search engines to start seeing the results.

Furthermore, social media and email campaigns may not convert straight away, and customers may have to be exposed to your content a few times before taking any action. Still, the effects build up over time and are long-lasting, meaning that after a while, your digital marketing campaigns will be running in the background like a well-oiled machine and bring in a stream of leads for you.

One of the criticisms of digital marketing is that the connection between the customer and the brand is lost. There is a belief that you cannot replicate the connection from face-to-face, and whilst this is true to an extent, studies have shown that customers are still able to feel connected to a brand online. Our guide on digital marketing for Medical Devices delves into how companies can achieve this.

Which one do you need?

Neither digital nor traditional marketing is the better option for Medical Device companies because operating both simultaneously is the best option. It allows companies to cover both bases, targeting potential customers wherever they may be. This is known as multichannel marketing. It blends tactics to create a comprehensive marketing strategy.

In order to create the widest-reaching marketing strategy, elements of both types of marketing will be beneficial, because digital marketing and traditional marketing actually complement each other. In fact, the issues that both types of marketing create can usually be solved by the other.

For instance, if exciting new data is published it may take a few weeks to be able to design and print new brochures that are updated with the new data, but with digital marketing, you can start promoting it immediately. You can begin to build up a buzz straight away, that you can consolidate in your physical materials.

Conversely, whilst digital marketing may be criticised for lacking personal connection, it can be utilised to publicise sales reps and build them up an online following. Reps can use social media to network and build up leads. They can plant the seeds of connection with their potential customer and maybe get to know them better so that in-person meetings are more productive and the personal connection is deepened for better outcomes.

Utilising both digital and traditional marketing will also allow your company to build up brand recognition. In today’s world, your audience needs to see your company around 15 times before they remember it and are able to recognise it. By having clear branding that is uniform across multiple different channels, you increase your chances of being seen and therefore being remembered by your potential customer.

As you can see, digital marketing and traditional marketing are each one part of a whole. Alone they can both be effective, but multichannel marketing increases your chances of success. Together, digital and traditional marketing will create a well-rounded and reactive marketing strategy.

About Podymos

Podymos is a dedicated Medical Device marketing agency. We are passionate about sharing relevant knowledge to expand our clients’ capabilities. If you would like to find out more about what we do, you can visit our services page, or get in contact with us.

And don’t forget to follow us on social media

Which platform is best for Medical Device social media marketing?

google and social media apps

This month on our blog, we’ve been focusing on successful Medical Device social media marketing.

This week, we will focus on the differences between the most popular social media sites and how you should choose which ones to focus your marketing efforts on.

How to choose a social media platform

Before we dive into the differences between various platforms, it’s important to discuss how Medical Device companies should choose which platforms to target.

The importance of knowing your target audience

The most important point is that you need to know where your audience is. You might think a blanketed approach in which you target all platforms is best; the more people you reach, the better, right? Well, not necessarily.

Not carefully picking your platform is like going up on stage to perform for an empty room. You can shout about how amazing your company is, but if nobody is listening, what’s the point? Instead, a better approach is to focus all of your efforts on just a few platforms where you know your audience is. That way, you will achieve a higher reward with less effort.

That’s why knowing your audience is so important, to ensure that you are going to the right places to get in front of them. You need to have a good idea of their age, their gender, what their lifestyle is like, their job role, and more. All of this information will help you to make a decision.

Know your goals

Your business goals will affect which of the popular social media sites you should be targeting. People use different platforms for different reasons. For instance, LinkedIn is generally used by professionals looking to network, making it great for B2B companies. On the other hand, Instagram is often used for lifestyle inspiration, making it more suitable for B2C companies, who can sell directly to the consumer.

If you’re looking to increase your product sales to patients, you might choose to market on more commercial platforms, but if you’re looking to raise product or brand awareness among healthcare professionals, you may choose a site like LinkedIn or Twitter.

The difference between social media platforms

In order to choose which social networks to target, you need to be aware of the differences between them, such as user information, what they are used for , and what you can do on each.



Instagram has gained over a billion users since its release in 2010, bringing it close to the dizzying heights of Facebook in terms of users. Most of these users sit in the 24-35 category , with the majority of engagement coming from younger users. This means that if you’re targeting a younger audience, Instagram might be a good place to focus.

This particular platform is huge for e-commerce, with the growth of influencer marketing in recent years, where users with high numbers of followers endorse products. Because of the trust built up between an influencer and their followers, influencer marketing has been hugely successful for some brands.

One feature that draws digital marketers to Instagram is the shop feature, where users can click to find out more about products and make purchases through the app itself. This is what makes the app great for Medical Device companies that can sell directly to patients.

Instagram is a purely visual platform, with every post requiring a visual element, meaning it’s not the best option for Medical Device companies looking to share articles and links. But the choice of posts you can create is still impressive, going beyond basic videos and photographs but confusing for those who are not regular users. Here are some of the features:

  • Stories: You can post photos or videos that only last for 24 hours. The user has to click on them to view them, but they are extremely popular, with over 500 million people using and viewing stories every day.
  • IGTV: This allows users to livestream. These livestreams can be saved to your profile to be viewed whenever.  Livestreams encourage real time engagement as viewers can comment to ask questions and get live answers or interact with emojis.
  • Reels: Inspired by the new social media platform TikTok, reels are videos that are fewer than 15 seconds. They can be edited to cut together different scenes or add effects and different sounds. Typically, trends develop across reels, which become extremely popular. If brands are able to get involved with trends, they could end up reaching a massive audience.

Top tip: You cannot include links on Instagram posts; one way around this is to include a Linktree on your page description and direct your users there instead.


Facebook is easily the most popular social media platform, with over 2.85 billion users. This platform is popular among all ages, with no standout demographic, but it’s worth noting that Facebook is the most popular choice for over 55s – so if your audience sits in this category, this is where you’ll want to target.


Facebook’s golden gem is its shareability, allowing  some lucky companies to go viral. It’s also a great place to foster a community feel, as groups can be set up to encourage information sharing and discussions. Videos do particularly well on Facebook, but you should upload videos directly to the site rather than risking sending users to another site where you might lose them because they get distracted by something else on that page, like a recommended video.

Facebook also allows users to post stories and post live streams, but these features haven’t proven as successful on Facebook as it has on Instagram.

Top tip: If using videos on Facebook, make sure you upload them directly to your page.



Twitter was launched in 2006 and since then has gained  330 million monthly active users, with most of  those users being  between the ages of 25 and 34. Users are only given 280 characters per post, which includes spaces, so all content has to be short to be effective, for this reason, visuals work well on Twitter, in fact, content with relevant visuals is  94% more effective than those without.

The platform is best known for delivering breaking news and stimulating lively discussions, so brands that are able to do this are likely to win big with their audiences.

If your company is looking to share industry news or snippets of information about your Medical Device, then Twitter is a good choice.

Top tip: To get around the short word limit, you can use images with text on them and use Bitly to compress your links so they take up fewer characters.


LinkedIn is the go-to site for professional networking, meaning it is especially popular with business-to-business companies.

There are currently over 660 million registered users on LinkedIn, with 8.6 million of those users being healthcare professionals. That is a huge potential market, especially when you consider that the context of LinkedIn suggests that users are engaged and ready to listen to brands.


Which platform is king?

There is no short answer to which social media platforms you should be using to market your Medical Device as it is completely dependent on your business and your target audience. There isn’t a top social media site that rules over them all as they are all so different and all come with pros and cons. Now that you know the differences between each platform, you are in a better position to choose where to focus your efforts, but don’t forget to check out our other articles to learn how to optimise what you are posting.

Looking for more information?

If you you’re still hungry for information about Medical Device marketing, why not visit our comprehensive guide on digital marketing for Medical Devices?

About Podymos

Podymos is a dedicated Medical Device marketing agency. We are passionate about sharing relevant knowledge to expand our clients’ capabilities. If you would like to find out more about what we do, you can visit our services page, or get in contact with us.

How to create professional videos remotely

doctor on video

Video content is becoming more common as it is the fastest way to consume information. In fact, it’s been reported that 90% of the information our brains process is visual because brains can understand images 60,000 times faster than text.
As a Medical Device marketer, you may consider making some visual content of your own, which could include filming physicians, creating short clips for social media or even pre-recording a webinar.
Whatever it is you are doing, it’s crucial to do it right the first time especially if you’re featuring a speaker with a busy schedule.
We have compiled our top tips for creating professional-looking, high-quality videos. These tips can apply anytime you’re recording another person speaking remotely.

Setting up filming for high-quality videos

For high-quality footage, setting up your speaker in the right place for recording is just as important as the video content. Below are some tips on how you can advise your speaker on managing their background, positioning, lighting and audio to improve their footage quality.

Keep the background simple

Although the focus will be solely on the speaker, the background will affect the viewer’s impression of the video.

It is important to keep the background simple so that the attention doesn’t drift away from the speaker, leading the audience to miss important information.

Here are some things to avoid:

  • Avoid busy or colourful backgrounds so that your speaker can get their message across effectively.
  • Template backgrounds from Microsoft Teams or Zoom. Sometimes speakers may opt to use a blurred background which adds a border around the speaker, creating an unclear line that can be distracting.

You might suggest the following to the speaker instead:

  • A plain white background with a plant for a pop of colour
  • An office setting (glass offices looking out onto a quiet ‘working office’ look very professional!)
  • A bookshelf (topical books in view is even better)
  • Earphones are a great way to improve audio quality. Air pods are a perfect option as they are small and therefore less visible.
  • Ask speakers to avoid setting up where they have background noise and to turn off their phones and emails. Placing a few objects in the background, such as ornaments, that say a bit about who they are for an emotional connection with the audience

Make sure you have good lighting

Good lighting enhances the visual quality of a video, making it easier for the audience to connect with the speaker. It’s always a good idea to make sure your speaker is aware of their position regarding the light source (window, light or lamp). The general rule is that lighting should be placed directly in front of the speaker as lighting behind the subject creates a dark shadow and obscures their face. Sitting in front of a window should be the first-choice option as it is the best way to get natural lighting.

If you cannot find any natural light sources that work, there are plenty of alternative light sources available which replicate natural daylight, such as this laptop clip.

Speaker positioning

It can be very distracting to watch a video in which the speaker is sitting too far from the camera, or the camera is angled to look up at them – after all, nobody wants to be looking up someone’s nose.

Ask the speaker to sit directly in front of the camera, not off to the side. They should also ensure that they are not too close to the camera or too far away; instead, they should sit centrally in the frame. Furthermore, the camera should be facing them head-on. All of this helps to mimic real interaction and eye contact, making it easier for viewers to engage.

It may be helpful to use a tripod to get the correct camera angle, or the speaker could use some boxes or books to prop up their laptop.

group video call

Make sure you have clear audio

If viewers can hear a video clearly, they are more likely to engage with it. Bad audio will make your video seem less polished and will undo all the great work you have done in setting up, and here is how you can help:

  • Ask speakers to avoid setting up where they have background noise and to turn off their phones and emails.

  • Earphones are a great way to improve audio quality. Air pods are a perfect option as they are small therefore less visible.

  • You could also ask your speaker to record the audio on their phone, in sync with your recording, so you have two audio files at the end of filming. Mobile phones tend to have excellent microphones, so they will produce great audio (especially when connected to earphones).

Host a preparation call

It is a great idea to host a preparation call if your speaker can spare this time. This provides an opportunity to make sure that the speaker understands the best way to present themselves and can find the location, positioning and lighting that works best.

This meeting should take no longer than 10 minutes but will mean that you will be ready to record on the day without any delays.

Recording high-quality videos

well-planned video is an impactful video. Getting prepared can take time, but it is time well spent to ensure you make the most of the session.

Know what you want to be discussed

Before you start filming, you need to know who your audience is and be sure about your purpose for making the video. This clarity will make it much easier to describe to your speaker what you are hoping for them to discuss. It is essential to brief the speaker fully so there are no surprises for them, and they can prepare if they wish to.

It is a good idea to avoid any kind of script, especially lengthy ones, as they can be hard to recall and can make the video seem stiff and mechanical, which is awkward to watch. The speaker might choose to have notes, but this is entirely their choice, and if they do, you should suggest they keep them at eye level, so they are not looking down or away from the camera as viewers will pick up on this.

Leave space for editing

Editing is a crucial part of the process of creating high-quality video content. Poor editing can result in a lack of flow in the video and may not seem professional.

It is always helpful to ensure that there is edit space around your retakes. If you have your speaker mentally count to 3 before they start talking or before doing a retake, it will leave you space to edit and reduce abruptness.

video editing

Technical improvements

There are always some technical features involved in making video content, but this should not be of concern to the speaker. Before you start recording, you should ensure that everything is set up correctly.

Make sure before you start that the speaker has a stable internet connection that isn’t going to cut out suddenly or drop in sound quality. The lowest level of internet connection that is acceptable is 5MB upload and download speed.

Lights, camera, action!

Hopefully, you found our tips and tricks helpful, and you feel confident enough to go out there and engage with your audience with impactful videos!

About Podymos

Podymos is a dedicated Medical Device marketing agency. We are passionate about sharing relevant knowledge to expand our clients’ capabilities. If you would like to find out more about what we do, you can visit our services page, or get in contact with us.

And don’t forget to follow us on social media

Creating amazing slide masters in PowerPoint

Saving you time and frustration to put together an amazing PowerPoint effortlessly

Setting up a slide master properly is a vital part of creating any PowerPoint (PPT) presentation, helping you and your team to:

    • Keep consistency throughout all slides
    • Minimise errors
    • Ensure everyone’s presentations look exactly the same with no variation from your brand.
    • Ensure that your company’s logo and fixed elements remain in the identical position on all of the slides.
    • Look professional

Materials you need before setting up your slide master

Your design team/agency with being able to provide you with the following:

    • Font (this should ideally be a standard font in PPT so the format of your presentation remains consistent regardless of which computer it is opened on)
    • Colours (HEX codes are easiest to work on a Mac or RGB in Windows)
    • Logo pack (Use PNG logo’s on transparent backgrounds as they have a small file size and can be placed anywhere on your slide. Make sure you have all colour combinations in your brand guidelines)
    • Graphic elements / Icon pack (some brands use graphical elements to increase brand awareness. These are great to add into PowerPoint templates as they maintain brand consistency. PNGs on transparent backgrounds are ideal here to, in case you need to overlap any elements)

Setting up your slide master

This section will help you set up, so you can steam through working on the rest of your PowerPoint.

Open slide master

Go to view, then click slide master.

How to open slide master.

The video above shows the process of opening slide master view.

Start building your PowerPoint template at the top (parent slide)

Always start formatting the master layout slide (the large slide) first, as everything you do on this slide will be applied to the slides underneath.

This should include:

    • Font
    • Colour pallete

And may include (although these might be different on each slide)

    • Background
    • Company logo
    • Position on slide number, footer and date (if you want them included)
    • Set up of guides (This can also be done on the individual slides)

Set the font

This is critical to maintaining a standard font (type and size) throughout your PowerPoint.

A top tip is to change the font (in all boxes) on the parent slide of the slide master as this will set the font for your entire presentation. This can be done by:

    • Selecting the parent slide (larger slide/parent slide) – In the example below there is a text box with 5 layers of text
    • Highlight the text in the title box and then the main body text box and select your brand’s font or the font to be used throughout your presentation. This will now be fixed on all slides in your PPT.
    • The size of your font can also be altered in the same way to affect your full presentation.
    • Top tip: If fonts are looking a bit inconsistent in your final presentation, go to the format tab, click on replace fonts. A pop-up box will then appear allowing you to replace any font within the deck with the new font.

How to set fonts.

The video shows the text you need to highlight and set font in order to set a font default throughout PPT.

How to replace all fonts.

The video above shows the process of replacing all fonts.

Colour palette

This is one of the best kept secrets when working with PowerPoint. Setting your colour palette will save you so much time in the future and will ensure absolute consistency of brand colours when creating new slide decks. This is done quite simply by following these steps:

    • Go to the colour’s menu, hit the drop-down bar and then click on customise colours.
    • Insert your brand colours in the colour boxes – e.g. Accent 1 (It is good to use HEX colours or RGB depending on if you are working with MAC or Windows respectively.)
    • Do not worry which boxes you place your colours in as they will appear along the top of the colour tab when saved so we recommend you place your primary colours at the top and then your secondary colours underneath)
    • Once complete assign your colour palette and name and save it i.e Podymos brand colours.
      Note: Your colours will appear as the top line on the colour dropdown options throughout the PPT.

Setting a colour with a hex code.

Setting default colours for your PPT.

The videos above show the process of setting a colour set using HEX codes and setting default colours for your PPT.

Adding in images/shapes/logos


Using the slide master is a great tool for inserting your company’s logo, as it ensures your logo remain in the same place throughout your slide deck with no jumping between slides.

Note: Use a PNG version of your logo (file type .png) if available as these are normally on a transparent background and have a small file size so can be placed anywhere and will keep the size of your template down.

Top Tip: If you are putting logos on different child slides (small slides in your template) set up guides so that when you insert your logo onto each slide the position remains consistent. Alternatively, place your logo on the first slide, position it correctly and then copy it. Move to each of the next slides and paste your logo onto the slide. The paste function will put your logo in the same position each time.

Branded elements

The slide master is where you should always (without exception) add your brand elements again to ensure they remain consistent on all slides.

You can do this by either updating the daughter slides visible or click on ‘Insert layout’ to add a new daughter slide. As you have already set the font and colours on the parent slide this new slide should appear with these parameters already set.

Once all your brand elements have been added to create your slide template and you have updated your text box sizes (if needed) you are ready to move onto and design the next slide.


If images are going to be used by everyone who is presenting, and do not need to be changed, it could make sense to also add these to the slide master.

Note: When adding images/shapes/designs to slides ensure that they are cropped to the slide, otherwise this can look really messy in normal view and mislead the person building a new deck where the edges of the slide actually are. This will become all too apparent in presentation mode which is not when you want an error to appear.

Resizing images to your PPT.

The video above show the impact of cropping your images and shapes to the slide when inserting brand elements to your slide.


Once your slide master is set up and you are about to click back into ‘Normal view’ mode, set guides up to mark the edges of each of your elements (such as text boxes etc). This will give you a reference point of where the elements should be when you build your new presentations, as things often get moved around in the normal building process.

This will prevent titles or text boxes (elements) from jumping around between slides allowing you make sure all formatting is perfect every time (a great trick to know).

rnGuides can be added to the master layout slide (large one) or the individual child slides (smaller ones). If they are placed on the master slide they will appear on all child slides, however, if they are placed on a child slide they will only appear on that slide.
To set up Guides:

    • Right click on the slide you want to add a guide to (parent or child slide)
    • Click on ‘guides’ and then ‘guides’ again to show the guides on the slide
    • To add additional guides click on ‘horizonal’ or ‘vertical’ guide in the same ‘guides’ menu.
    • Align the guides (1 horizontal and 1 vertical) to the left and bottom of your box to mark out its borders.
    • If you want to remove a guide pull it off the slide into the black border and it will vanish.
    • Top tip: You can change the colour of guides; this can help organise guides for titles or images so that you know what throughout the deck is.

Setting guides.

To set guides, select view and then click ‘guides’

Inserting more guides.

The video above shows the process of inserting more guides. To do this right click the guide. From here you can select to add more guides or alter the colour.

Top tip: Use the Snap to Grid tool – this will ensure your text-boxes/images/graphics will always be perfectly aligned to the gridline. To set up snap to grid see below:


    • Right click on your slide
    • Hover your mouse over ‘Guides’
    • Click and select ‘Snap to Grid’

Setting snap grids in PPT.

The video above shows how to set up snap to grid in PowerPoint in Mac.


    • Select View on the ribbon, select the dialog-box launcher.
    • To position shapes or objects to the closest intersection of the grid, under Snap to, check the Snap objects to grid box.
creating an amazing pptcreating an amazing ppt

The screenshots above shows how to set up snap to grid in PowerPoint in Windows.

Some extra bits to help you make the most of creating your wonderful Powerpoint.

Text Boxes

Ensure you standardised your text box. Even if you have set you font in your slide master these can still remain as standard which can be very frustrating. Do this by following these steps.

    • In any of the newly designed slides, insert a text box.
    • Change the font in that text box to the brand font and standardised size
    • Then, right click on the text box and click ‘set as default text box’. This ensures that when any text boxes are added in the future the font style and font size are the same throughout the master template.

Setting text boxes as default.

The video above shows the process of setting the text box as a default



Charts and graphs can be quite tricky to set a standard in a PowerPoint template but here is a really cool work around to make sure your charts remain beautifully formatted:

    • Insert each chart type you want to use in the future into a slide in normal view. This will already have the colours set, however, the font will not be, or any other style preferences, like axis formatting or leader lines etc.
    • Format each chart until they are perfect.
    • Save each as a chart template.
    • When you then come to inserting new charts, all you need to do is right-click on the graph and select templates and then the chart that you have previously saved.

NB: This will need to be done on each computer, as such it could be useful to add instructions in your master template of how to do this. It is a bit of a workaround but when everyone get used to it is works fantastically well.

Setting graph defaults in PPT.

The video above show the process of setting the graph format as a template


You have now created a beautiful template and you will most likely want to transfer it to many of your old presentations. This could be very painful and time consuming. But maybe not?

Saving your PPT as a theme on your computer will allow you to quickly assign this theme to any presentation without copy and pasting one item. You do this through the following steps:

    • Click on themes
    • Then at the bottom it clicks save current theme. This exports the theme and saves it into your ‘Designs’ folder.
    • Open up an older presentation, go to ‘design’ and click on your newly saved theme. Your old presentation will now be on your new theme.

Saving a slide mater in PPT.

Alternative method to save slide master.

These videos show various ways you can save your slide master.

Alternatively, you can save your PowerPoint as a template. You do this by:

    • Going to File>Save as Template
    • Then save your finished PowerPoint. Go to File>Save as
    • Your template can then be found through a normal file search.


To ensure consistency throughout your PowerPoint presentation it is very sensible to use a checklist. We do this at Podymos for all our projects as it stops anything from being missed. Our checklist includes:

    • Font size (for different levels of text)
    • Title
    • Subtitle
    • Body text
    • Graph
    • Sentence or title case
    • Spelling, UK or U.S
    • Brand colours are set up in the master theme
    • Brand guidelines have been adhered to
    • Save graph templates to the computer
    • Set a default text box
    • Make sure that all texts boxes are set to “Do not auto fit”


    • Set up guides so that everything is aligned throughout.
    • Remember, everything you do on the parent slide (first slide), takes place in every slide you insert outside of your slide master.
    • Once everything is inserted, crop your slide master slides so that everything fits to the size of the slide perfectly.
    • Put as much into your slide master as possible- this will help you with a consistent PowerPoint presentation throughout and prevents accidental movement of text/text boxes/shapes/images within the slide.
    • Save your graph templates to your computer.

Have we missed anything that would be useful?

If you would like anything else included in this guide please get in contact as we would love to hear feedback and continue to improve our guides.

About Podymos
Podymos is a dedicated Medical Device marketing agency. We are passionate about sharing relevant knowledge to expand our clients’ capabilities. If you would like to find out more about what we do, you can visit our services page, or get in contact with us.

And don’t forget to follow us on social media

Before the Rule of Six, there was the Rule of Seven

(You can read this blog in less than 5 minutes)

As we adjust to living with COVID-19 and the new Rule of Six in England in particular, it struck me how, here at Podymos, we have been encouraging clients in the MedTech industry to apply another rule – the Rule of Seven – to marketing their Medical Devices.

The Rule of Seven came from the advertising industry as a neat way of remembering what it takes to move potential customers along their buying journey:

Awareness > Consideration > Retention > Purchase > Repurchase > Advocacy

Gaining the confidence of customers is a journey rather than a short trip

Seven is a magic number

Gaining the confidence of customers is a journey rather than a short trip. The Rule of Seven suggests that a customer needs to see your messaging (on average) seven times before they finally take action. That means you need to continually drip-feed information about your brand to potential buyers.

Of course, nothing is guaranteed, and many people don’t think marketing works. We believe it does – but only when you do it well. That means, the process is completely understood, expectations are realistic, and measures of success are agreed and put in place. And never rule out ‘going digital’.

We firmly believe in the power of digital media to reach your customers so that you build brand awareness quickly

There’s going digital…

Podymos is not only a digital marketing agency. We help our clients get their messages out there – through all channels, both traditional and ‘new’. However, we firmly believe in the power of digital media to reach your customers so that you build brand awareness quickly – particularly as we’ve had to suspend the traditional routes (e.g. conferences and face-to-face meetings) because of COVID-19 restrictions.

…And then there’s good digital

So here are our top tips for getting digital right:

Content must be relevant

You need to get inside the heads of your customers and understand their needs and issues. People will only follow you on social media if your content meets a need, and they can learn something from you. You must be willing to share something essential and offer something in return for their ‘followership’.

pointing at laptop
Without a clear understanding of how you can help, the right messages won’t get through, and the Rule of Seven won’t work

The kind of things HCP customers might be interested in discovering include:

– Product and technique innovations

– Upcoming educational webinars

– Key online events you are attending

– How to get fast online support from you (increasingly important)

– Understanding who else is using your product and how

– Which patients are best suited to your product

– Recently published data (in digestible snippets)


And patients might be interested to know:

– Other patients’ experiences (patient stories)

– How your product works

– How it compares to similar devices

– How it could help them

Without a clear understanding of how you can help, the right messages won’t get through, and the Rule of Seven won’t work. It’s a bit like trying to sell a car to someone without a driving licence: they might have the money, but they can’t use it and don’t need it, so your sales pitch is wasted.

Your information architecture, the user’s experience and search engine optimisation are key areas to get right

Content must be easy to find and share

share button

For example, if you invested in a website, how will you attract readers? How will they know you’re there for them? Your information architecture, the user’s experience and search engine optimisation are key areas to get right. And once someone has found you, and they’ve got the information they were looking for, you should make it easy for them to be able to share it with their friends and colleagues, to increase your addressable market.

Reach your target audience

With so many different digital channels available (LinkedIn, YouTube, Snapchat, Instagram etc) you need to pick the right one, and use it in the right way, to reach your target market. Getting on top of these channels can involve quite a learning curve.

Focus on one thing at a time and resist sending out too many messages

Make your messages consistent across all platforms – both digital and traditional.

As the old Russian proverb goes: “Если погонишь двух кроликов, ни одного не поймаешь”, or “if you try to chase two rabbits, you won’t catch either one”.

In other words, focus on one thing at a time and resist sending out too many messages that may start to conflict with each other and cause confusion. Remind you of anything?

To find out how you could improve your digital strategy, book your free 30-minute review call.

>book now<

About Podymos

Podymos is a dedicated Medical Device marketing agency. We are passionate about sharing relevant knowledge to expand our clients’ capabilities. If you would like to find out more about what we do, you can visit our services page, or get in contact with us.

And don’t forget to follow us on social media

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