Why in-house content marketing is the future for medical device companies

13 Oct 23

In today’s digital world, the medical device industry is undergoing significant changes. With more people turning to the internet for information, companies that don’t adapt risk falling behind.

Consider this: 80% of a buyer’s decision is already made before they even reach out (range of 70 – 90% including healthcare). This trend is only set to grow. To stay competitive and capture the attention of your audience, companies must embrace digital strategies and tools.

Relying solely on traditional marketing means missing out on vast opportunities and potential revenue. If you don’t adapt, not only are you risking stagnation, but your company could also become irrelevant in this fast-paced market.

The power of an in-house digital content team

Having an in-house digital content marketing team offers clear advantages in today’s competitive market.  

One of the main benefits is the ability to produce more content than is possible with an agency, especially when considering the costs of working with an agency. This extra content not only allows you to stand out from competitors but also positions you as a thought leader in the industry, making it harder, if not impossible, for others to catch up.

Furthermore, an in-house team can work closer with your subject matter experts, when compared to an agency. This close relationship ensures that the content produced directly addresses the questions your audience is asking, tackling their issues, concerns, and fears about adopting your technology.

But, what does this mean in pounds, pence, dollars and cents? Creating content that truly answers your audience’s questions will allow them to move further through their ‘buyers journey’ before they get in contact, saving your sales team time, increasing conversion rates, boosting sales and ultimately supercharging profitability.

In summary, by having a dedicated digital content team in-house, you’re positioning your company to create content that truly connects with your target audience, giving you an edge that will be hard to beat.

The role of marketing agencies

In today’s digital age, the traditional agency model is showing its limitations. While marketing agencies bring a wealth of experience and a fresh perspective, they can often be cost-prohibitive for companies.

Their diverse set of skills, tools, and strategies can be invaluable, but the financial strain of maintaining continuous agency partnerships can be a significant barrier for many companies, limiting the effectiveness of certain marketing campaigns.

For bigger, more specialist projects, agencies come into their own, offering expertise in areas like messaging, branding, sales aid creation, animation, and larger video productions. Alongside these niche skills, they bring insights into market trends, competitor landscapes, and innovative strategies to elevate your marketing game.

Their bird’s-eye view can pinpoint opportunities or challenges that might go unnoticed internally. And for companies not yet equipped with a full in-house team, agencies provide the flexibility to adjust marketing efforts in line with needs.

However, to be truly effective in digital marketing, there’s no substitute for in-house expertise. While agencies have their place and can offer specific advantages, ensuring that your company’s unique voice and expertise shine through in your content is vital. The synergy between an in-house digital content team and a marketing agency can be powerful, but the emphasis remains on the unmatched value of in-house capabilities.

Standing out in a crowded market

The medical device industry is filled with companies all trying to get the attention of potential customers. In such a competitive space, just having a good product isn’t enough.

Your marketing approach and clarity of message are key in deciding if your product stands out or gets overlooked. 

In this digital age, where everyone can share their message, it’s even more important to have a clear voice and a unique way of presenting it. By bringing content and video production in-house, you can create stories that truly connect.  

These stories, based on real experiences and insights, directly answer the questions your audience has, addressing their issues, concerns, and fears about adopting your technology. This tailored approach sets you apart from competitors who might use generic marketing messages that often don’t hit the mark or address the real needs of the audience. 

By investing in an in-house digital content team, you’re not just making content; you’re building a brand identity that’s known, trusted, and valued. In the medical device space, the companies that do this will own their digital landscape and take on the Goliaths with perceived ease. 

Interested in coaching to bring your marketing in-house?

Embracing the 'They Ask, You Answer' philosophy

The ‘They Ask You Answer philosophy is gaining traction, and for a good reason.  

This approach is straightforward: listen to the questions your potential customers are asking and provide clear, comprehensive answers. It’s about positioning your company not just as a seller, but as a trusted advisor in the medical device field. 

Podymos champions this philosophy, promoting it as a transformative strategy for businesses looking to maximise their digital sales and marketing efforts. As certified coaches, we train companies to harness this approach effectively, ensuring that potential customers find the answers they’re looking for easily online or during optimised sales cycles. 

Why is this so important? Because today’s consumers are more informed than ever. They do their research, seek out information, and often make decisions long before reaching out to a sales representative. In fact, a staggering 80% of buyers’ decisions are made before contacting a company. If your content doesn’t answer their questions or address their concerns, they’ll move on to someone who does, and you won’t even know it.  

By adopting the ‘They Ask, You Answer’ philosophy, you’re not just providing information; you’re building trust. In a world where information is abundant, being the trusted source of answers can set you apart from the competition. 

Key statistics shaping the future

In the rapidly evolving world of digital marketing, understanding the numbers is crucial.

They offer a glimpse into consumer behaviours, preferences, and trends that can shape the future of medical device marketing. Here are a couple of statistics that underscore the importance of adapting to the digital age:

  1. 44% of millennials prefer a sales process without a sales professional. This is 2.2 times more than the previous generation. This shift indicates a growing preference for self-service, research-driven purchasing decisions. Millennials, who are becoming the primary decision-makers in many sectors, lean heavily on digital content to inform their choices.
  2. 80% of buyers’ decisions are made before contacting a company. This statistic underscores the importance of having a robust online presence. If your content isn’t available or doesn’t answer the questions potential customers have, you’re missing out on a significant portion of the market. 

These numbers aren’t just statistics; they’re signposts pointing towards the future of marketing. They highlight the need for medical device companies to be proactive, to anticipate questions, and to provide answers before they’re even asked.

But, why isn’t this widely adopted in the medical device space now? The simple answer is they haven’t had to and the barrier to change has been unpalatably high due to its regulated space.


The landscape of medical device marketing is undergoing a seismic shift. As the digital age continues to redefine the rules of engagement, medical device companies must adapt or risk being left behind.

Embracing in-house digital content creation offers an unparalleled opportunity to connect with audiences on a deeper level, answering their questions and addressing their concerns directly.

While marketing agencies bring valuable expertise for specific projects, their cost burden means they are not best placed to deliver the continuous and authentic voice of a company. This is best captured without exception by an in-house team.

The statistics are clear: the future belongs to those who anticipate the needs of their audience and provide clear, concise, and relevant answers. As the medical device industry continues to evolve, ensuring that your marketing strategies are aligned with the needs and preferences of your audience will be the key to sustained success.

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