Marketing Policy: Communicating the Value of Medical Technologies: Best Practice Cases from Germany

Abstract

Communicating the value of medical technology is a big challenge — particularly in times of financial problems of the healthcare systems all over Europe. Communication to patients and to a broad public is rapidly gaining importance. For informing the public at large about the value and significance of medical technologies and new Medtech devices and therapies, we need the mass media. This is in addition to — not in substitution of — the political lobbying work and close relationship with doctors and hospitals. The overall goal is to get more attention for and awareness of the value of medical technologies. The keypoints are as follows: It takes time to establish our key messages and to promote our technologies. We have to realise that public relation campaigns are a marathon, not a sprint. Associations, companies and stakeholders need to join forces. We need stories and tools that emotionalise. We need more patient stories, pictures and films. And we need allies in communicating to a broad public. To summarise, success takes patience and well-informed patients!