The big 5: The 5 blog article topics that will drive traffic, leads and sales in the medical device sector

27 Sep 23

Are you aiming to communicate more effectively with HCPs and patients? Do you aspire to deliver high-quality content campaigns as part of your broader multichannel marketing strategy? You’ve landed in the right place.

Podymos is a dedicated healthcare marketing 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 below, and we’ll reach out promptly for a no-obligation discussion.

This monumental shift underscores the undeniable power of online content. If your content doesn’t answer the burning questions on their minds, you’re not just missing an opportunity; you’re handing potential buyers to your competitors.

So, how do you ensure your content hits the mark every time? The answer lies in the ‘Big 5’. This approach isn’t just about content; it’s about understanding, addressing, and leading the conversation in an industry where precision and trust are everything.

In this article, we’ll introduce you to the ‘Big 5’ content categories, pivotal in the medical device industry. We’ll explore their essence, why they matter, and provide example titles to illustrate their impact. By the end, you’ll have a clearer understanding of these content pillars and their role in shaping buyer decisions.

What is the Big 5?

In the midst of the 2008 economic downturn, Marcus Sheridan, creator of the They Ask, You Answer business philosophy, stumbled upon a revelation that would reshape the landscape of content marketing.

As he sought innovative ways to rejuvenate his struggling pool company, Marcus unearthed a strategy that, while initially applied to his pool company, holds profound implications for industries far and wide, including the medical device sector.

He discerned five critical topics that potential customers consistently sought clarity on. These insights laid the foundation for the “Big 5”, a transformative approach to content that prioritises the customer’s most pressing queries.

The Big 5 encompasses:

  • Pricing and costs: Providing transparent insights into the financial aspects of medical devices.
  • Problems and issues: Openly discussing potential challenges or limitations associated with specific devices, ensuring that medical professionals are well-informed.
  • Comparisons: Drawing objective comparisons between your medical technology and those of competitors, highlighting unique features and advantages.
  • Reviews: Sharing genuine feedback from medical professionals and institutions that have employed the devices in real-world scenarios.
  • Best in class: Spotlighting the standout medical devices that are leading the way in innovation, safety, and efficacy.

So, why is the Big 5 pivotal for the medical device industry? It’s about establishing trust in a sector where the stakes are incredibly high. Medical professionals and institutions are not just seeking devices; they’re seeking solutions that can make a tangible difference in patient care. By proactively addressing the most pressing questions, you can build trust, position yourself as an industry leader, and foster meaningful connections with your audience.

In doing so, you’ll not only drive traffic and leads but also cultivate lasting partnerships that translate into sustained sales and growth. In a field as critical as medical device manufacturing, the Big 5 isn’t just a strategy; it’s a commitment to excellence, transparency, and patient-centric care.

Pricing articles: enhancing transparency in the medical device industry

Navigating the intricate landscape of the medical device industry, one topic consistently emerges as both a point of interest and contention: pricing and cost. These articles serve as a crucial bridge between manufacturers and their clientele, offering transparency and fostering trust.

Historically, there’s been a hesitancy within the industry to openly discuss pricing. This reluctance often stems from concerns over competitive disadvantage, fear of price wars, or the complex nature of pricing medical devices which can vary based on region, regulations, and contractual agreements with medical institutions.

However, in an era where transparency is paramount, sidestepping the topic can create a chasm of mistrust. Addressing pricing head-on can position you as a transparent industry leader, willing to engage in open dialogue with its stakeholders.

We’re not suggesting that you disclose your exact pricing. Rather, it’s essential to discuss the reasoning behind your pricing structure, the factors driving its value, and how it stands in comparison to others in the industry. Merely initiating a dialogue regarding pricing is a significant step towards fostering trust.

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Examples of medical device pricing articles

  • “The true cost of innovation: breaking down the production costs of [specific medical device]”: an in-depth look into the investments behind a particular device, from research and development to manufacturing.
  • “How [specific medical device] pricing compares: an objective look at the market”: A comparative analysis of similar devices, offering potential buyers a clear picture of where a product stands in terms of value and cost.

In the ever-evolving Iandscape of the medical device industry, embracing the “Big 5” philosophy, especially around pricing and cost, can be transformative. By proactively addressing the questions and concerns at the forefront of your audience’s minds, you can foster trust, drive engagement, and position yourself as a transparent industry leader.

Can we add a section in here saying something along the lines of: We are not saying you need to publish your pricing, in fact far from it, we are saying you need to talk about why your pricing is the way it is, what drives its value and how that compares to others in the market.

Problem articles: addressing challenges and solutions

While it’s tempting to solely highlight the successes and innovations, addressing the potential problems or challenges of a product can be equally, if not more, impactful. Problems articles don’t just spotlight issues; they illuminate the path to solutions, showcasing your brand’s commitment to excellence and continuous improvement.

Problem articles essentially provide a candid look into the challenges or limitations associated with your medical device/s. But more than just outlining these issues, they pivot towards solutions, offering insights into how these challenges are being addressed. By presenting both the problem and its solution, you offer a holistic view, ensuring that medical professionals are equipped with comprehensive knowledge.

There’s a common misconception that discussing product problems might tarnish your brand’s image. However, in a sector where trust and transparency are paramount, acknowledging challenges and proactively offering solutions can significantly enhance credibility. It’s not about admitting defeat; it’s about showcasing resilience, adaptability, and a relentless pursuit of perfection.

  • Examples of problem articles

      • “Beyond the challenge: addressing [specific issue] with [specific medical device]”: an article that not only highlights a particular challenge but also delves into the innovative solutions being implemented to overcome it.
      • “Feedback to the forefront: how we’re transforming [specific issue] into a breakthrough for [specific medical device]”: detailing how user feedback has spotlighted a challenge and the proactive measures being taken to turn it into an opportunity for enhancement.
      • “A comprehensive look at [specific medical device]: from concerns to solutions”: A balanced review that presents any concerns associated with a device, followed by the steps and strategies in place to address them.

    In the ever-evolving landscape of the medical device industry, problem articles are not mere admissions of challenges; they’re declarations of a brand’s commitment to finding solutions. By embracing this proactive approach, you not only foster trust but also position your brand as a forward-thinking leader, always ready to turn challenges into opportunities for growth and innovation.

  • Other types of problem articles

    Problem articles don’t only have to focus on the shortcomings of your device/s, they also offer an opportunity to capture the attention of your audience by addressing the issues they may face on a daily basis; problems for which you offer a solution.

    Often, your audience is aware of the symptoms they’re facing but might not be aware of the root causes or the available solutions. This gap is an opportunity to position your brand as a problem solver.

    For instance, if a hospital struggles with patient monitoring, they might identify issues like “equipment malfunctions” without knowing that a cutting-edge device could resolve these challenges. By creating content that links these symptoms to your product as a solution, you bridge this knowledge gap.

    Examples of other problem articles

    • “Addressing patient monitoring challenges”: an article highlighting common issues with traditional systems and introducing innovative devices as solutions.
    • “Reducing hospital costs with advanced devices”: Showcasing how modern medical devices can offer cost-effective solutions without compromising quality.

Comparison articles: guiding informed choices

By offering side-by-side evaluations of products, comparison articles illuminate the unique features, benefits, and potential limitations of your audience’s options.

Their significance lies in empowering professionals to make informed decisions and fostering trust through transparency. In a realm where precision is paramount, such articles aren’t just informative; they’re essential in guiding professionals towards the best solutions for patient care.

  • “Navigating surgical equipment: [product X] vs. [Product Y]”: an in-depth look into the functionalities, safety features, and user experience of two surgical devices.
  • “The future of imaging: comparing [product M] and [product N]”: analysing the advancements, imaging quality, and patient comfort offered by two leading imaging devices.

"Best of" articles: guiding your audience to excellence

A detailed study highlighted that doctors allocate 60% of their online activity to exploring new treatments, but in this vast digital landscape, they’re likely to be overwhelmed with options.

“Best of” articles provide them with a curated selection, directing them to the top choices in any category.

  • Best competitors: an honest look at the top players in the market, showcasing their strengths and how they compare. This isn’t about downplaying others but highlighting what each brings to the table.
  • Best in class: highlighting the top products or services in specific categories. For instance, the best imaging devices for orthopaedics or the top surgical tools for cardiovascular procedures.
  • Best practices: Sharing the most effective methods or strategies in a particular area. This could range from best practices in device maintenance to optimal usage techniques.
  • Examples of possible “best of” articles

    • “Top 5 medical device manufacturers in 2023”: A comprehensive look at the industry leaders, their innovations, and what sets them apart.
    • “Best practices for medical device sterilisation”: A guide that walks through the most effective and safe methods to ensure device cleanliness and patient safety.
    • “Best imaging devices for neurological procedures”: an article that delves into the top devices that have transformed neurological diagnostics and treatments.

In essence, “best of” articles are more than just lists. They’re a commitment to your audience, ensuring they have the best information at their fingertips, and guiding them towards informed decisions that can shape the future of patient care.

Reviews: the power of peer perspectives in the medical device industry

Hospital decision-makers like often faced with choices that can significantly impact patient care and operational efficiency.

This is where review articles come into play, offering a window into the experiences of peers and industry experts.

These articles aren’t just about listing features; they offer insights into how a product or service performs in real-world scenarios, its advantages, potential drawbacks, and overall reliability.

  • Examples of review articles

    • The evolution of surgical robots: a review of the leading models in 2023″: dive into the world of surgical robots, discussing their capabilities, precision, and the value they bring to surgical procedures.
    • “Patient feedback: a review of the top rehabilitation devices of the year”: gather and analyse feedback from patients who have used various rehabilitation devices, offering insights into their effectiveness, comfort, and overall patient satisfaction.

By presenting such review articles, you’re not only guiding your audience towards informed decisions but also reinforcing your commitment to transparency and excellence. After all, in an industry where precision is paramount, having a trusted source of reviews can make all the difference.

Your next steps

Want to dive deeper? Explore our other they ask, you answer articles:

Hoping to expedite your success with they ask, you answer? As a qualified They Ask, You Answer coach, we’re here to support and guide you, just get in touch with us to find out more.

Content marketing expertise from Podymos

Are you aiming to communicate more effectively with HCPs and patients? Do you aspire to deliver high-quality content campaigns as part of your broader multichannel marketing strategy? You’ve landed in the right place.

Podymos is a dedicated healthcare marketing 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 top-notch, compliant campaigns that align with your business objectives, we’re here to assist. Simply provide your contact details on our contact page, and we’ll reach out promptly for a no-obligation discussion.

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