What are the most common medical device branding mistakes?

06 Jun 23 | 14:10:52

Are you just getting started on creating the branding for your company? Maybe you have a well-established brand, but are considering updating it? Either way, it’s super helpful to be aware of the common mistakes that marketers make when it comes to branding, so that you can do your best to avoid them.

In today’s competitive healthcare industry, effective branding can play a crucial role in the success of medical device companies. A strong brand can establish trust, differentiate products, and drive customer loyalty. But the common mistakes that any company can make can really hinder growth.

In this article, we’ll explore the top medical device branding mistakes and provide insights on how to avoid them.

Why does branding matter?

Understanding how branding can help you to achieve your company objectives is a good place to start.

Your branding underpins all of your marketing activities. It’s essentially the foundation of your strategy which everything else is built on and it’s all about creating a unique and memorable image that makes people trust your and choose your company over your competitors.

A strong brand makes customers feel confident about the quality and value they’ll get. It also creates emotional connections, which leads to customer loyalty and increased revenue.

What are the implications of poorly executed branding? 

Doing your company’s branding wrong can have serious implications for your business.

If you fail to effectively communicate your brand’s message and values, there’s a risk of confusing and alienating potential customers. A weak or inconsistent brand identity can make it difficult for people to understand what your company stands for, leading to a lack of trust and credibility.

Moreover, if your external representation, such as logos and design, is unappealing or fails to differentiate you from competitors, it becomes harder to capture attention and make a lasting impression.

These common mistakes, which are easy to make, can lead to a weakened brand reputation, decreased customer loyalty, and missed opportunities for growth. Getting your branding right can help to establish a strong and cohesive brand presence, connect with your target audience, and ultimately thrive as a business.

Being inauthentic

One of the first mistakes that companies make when developing branding is not accurately representing the company. Oftentimes, branding is created based on what they want the company to be, rather than what it actually is.

It’s totally understandable. Brands like Apple and Tesla are cutting edge in terms of branding, you recognise them immediately and they’re companies that are obviously performing very well, so it’s no wonder teams might decide they want to be like them. That can be a pretty big mistake.

Branding needs to represent the company accurately, otherwise, you may end up with very confusing messaging and branding, which won’t help to build trust with customers – especially if they feel that you’re being inauthentic or even misleading.

That’s why we’d recommend getting different people in your company involved in the development process, so that you can get a truly accurate picture of everything that the company is, including mission, vision and values.

Failing to align internal and external branding 

Branding is not just about coming up with a cool logo and using pretty colours in all of your marketing – that is the external expression of your brand and it’s just the tip of the iceberg.

In reality, branding runs much deeper, into the very core of your company. It should be a culmination of your company’s values, mission, and unique selling propositions. All your external expression should be chosen to reflect that internal branding, rather than just because it looks good (although that is important too!).

When a brand fails in this aspect, it struggles to clearly articulate its identity and purpose, leading to confusion and disconnection with its audience. It may struggle to differentiate itself from competitors, fail to attract attention, and dilute its overall brand image.

Effective messaging and external expression are crucial for a brand’s ability to engage with its target audience, establish a strong brand identity, and ultimately drive business success.

Lack of differentiation 

One of the biggest mistakes in medical device branding is failing to differentiate from competitors.

Many companies fall into the trap of using generic messaging and visuals that blend into the crowded marketplace. Or to even try and replicate someone else’s branding because it seems to work well for them.

To stand out, it’s essential to identify unique selling points and communicate them effectively. Understand your target audience, highlight the benefits and features that set your product apart, and craft a compelling brand story that resonates with customers.

Inconsistent messaging 

Consistency is key in building a strong brand identity. Unfortunately, many medical device companies make the mistake of having inconsistent messaging across different touchpoints.

Whether it’s the website, product packaging, social media, or customer support, all communication channels should align in terms of tone, voice, and visual branding.

Inconsistent messaging can confuse customers, weaken brand recall, and dilute the overall brand perception. Developing brand guidelines should help to maintain consistency and it’s a good idea to send them out to ensure that your whole company is aware of them. They should also be sent to any agencies you work with.

Overlooking regulatory compliance

It’s worth mentioning that all of your marketing materials, from your website to your social media posts, needs to be compliant, so you need to ensure that you create compliant branding in the first place.

Neglecting regulatory requirements in branding can lead to severe consequences, including legal issues and damage to the brand’s reputation.

Ensure that all branding elements, including logos, product labelling, and promotional materials, adhere to the relevant regulatory guidelines, such as the EU MDR. You can also collaborate with regulatory experts to ensure that you compliant at every stage, if you’re unsure about compliance.

Forgetting the target audience

The best branding is created when its entirely customer focused throughout every stage of development. What we mean by this is that you’re always asking, “will this appeal to my ideal customer?”.

It’s far too easy for companies to fall into the trap of expressing what they want to express, rather than what their customers want to see and hear.

You risk alienating your audience and not getting the connection you had hoped for, if your branding isn’t done without factoring their wants and needs into decision-making. On the other hand, you’re much more likely to appeal to your audience when you have created something that is designed to appeal to them.

Becoming a branding genius 

Avoiding these top medical device branding mistakes can really help to establish your company in the medical device field.

By differentiating from competitors, maintaining consistent messaging, ensuring regulatory compliance, and approaching it with a customer-focused mindset, medical device companies can position themselves as trusted partners and deliver innovative solutions to improve patient outcomes.

Investing in a thoughtful and strategic branding approach will pay off in the long run, enabling companies to thrive in an increasingly competitive market.

If you’re looking to learn more about medical device branding, here’s a list of recommended articles:

Messaging and branding from Podymos 

Do you want to communicate more effectively with HCPs and patients? Do you want to be able to create persuasive 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 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 by scrolling to the bottom of the page and we’ll get back to you very soon for a no obligation chat.

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