Veeva MedTech Summit Europe took place early November 2023 in Munich, Germany, bringing together a diverse group of medical device and diagnostics professionals from the fields of clinical, regulatory, quality, IT, medical, and marketing content. Among various tracks, the commercial content segment took a step away from traditional discussions around marketing claims and content management and shifted to the application of these concepts in real medtech organization situations. The key topics were around enhancing customer experience, streamlining end-to-end claims management, and delving into the complexities of marketing technology stacks. Additionally, sessions tackled pivotal medical affairs topics, including engaging and managing collaboration with Key Opinion Leaders (KOLs). In this article we share the key insights from industry leaders at Summit.
Cut Through the Digital Marketing “Noise”
In an era where digital marketing is prevalent, potential customers are overwhelmed with numerous messages through a variety of channels from multiple companies. Thus, medtech organizations are looking for a way to limit ‘marketing noise’ and focus on effective, engaging communication in which the principle is quality over quantity. Here is what some industry experts recommended:
Relevant Traditional Marketing tactics in the AI Age
It’s natural for organizations to get swept up in their individual digital transformation journeys – looking to modernize and speed marketing processes with the use of exciting tools such as artificial intelligence, however certain traditional marketing practices remain invaluable. Industry experts believe certain marketing tactics remain “evergreen”.:
Medical Affairs and Marketing Collaboration
The collaboration between medical affairs and marketing is critical as medical affairs’ deep scientific insight combined with marketing’s strategic input can ensure that messaging is compelling, yet clinically accurate and compliant. Industry experts in both fields emphasize the importance of this synergy and offer additional insights on fostering a successful working relationship:
Closing Remarks
Veeva MedTech Summit in Europe showcased the latest trends and challenges in the medtech industry, while also serving as a pivotal forum for shaping the future of medtech marketing and communications. Industry leaders provided a clear message that precision and compliance are non-negotiable, so the integration of innovative marketing strategies with deep customer insights is vital. The discussions focused on a paradigm shift in thinking – one that balances the rigor of medical science with the agility and personalization of modern marketing. A striking revelation at Summit was the shared sense of surprise among attendees from various medtech organizations, regarding their common challenges in business processes, meaningful technology integration, data management, compliance, and audit preparedness. This collective recognition added a unique dimension to the discussions, reinforcing the idea that while the medtech industry is diverse, many face similar hurdles.
Pearl Vyas, Director, Commercial Strategy, Veeva MedTech