Almost two years ago, I shared my thoughts on the importance of a brand strategy in the medical business. That article was very well-received and, even today, continues to spark conversations with professionals working in the pharma and medical device sectors.
Today, I want to revisit the topic of medical branding by sharing some essential rules for building a brand strategy. The goal is to outline the baseline requirements for brand-building in the MedTech industry.
The list below is applicable to all medical device companies. However, it specifically targets startups looking to establish a strong brand and define a clear and defensible strategy.
This list is based on my observations of what works in other markets and how these principles can be applied to the unique challenges of the medical device sector.
1. Be Unique
To create a strong brand, uniqueness is key. As a startup, you have nothing to lose, so playing it safe doesn’t make sense.
Developing a product that’s merely faster, safer, or better than what’s currently available might work for SMEs and established players, but it’s not ideal for startups. Similarly, falling into the “better” brand trap isn’t optimal for startup branding.
Strong brands stand out because they are different. If your product addresses customer problems in a fundamentally different way, your company’s brand must reflect that uniqueness.
For example, Spirecut—a startup dedicated to improving outcomes in common hand surgeries—clearly communicates its uniqueness with the tagline “no skin incision.” Unlike current open or endoscopic surgical techniques, their products enable the unique percutaneous surgical treatment of carpal tunnel syndrome and trigger finger.
2. Be Specific
The medical device market is highly competitive and, in certain segments, extremely crowded. To establish your brand, you have two options: invest heavily in consistent marketing or craft a highly resonant message tailored to your audience.
For startups, dominating the market with an extensive budget is not feasible. Instead, focus on being highly specific.
Being specific allows you to connect deeply with your target audience—healthcare professionals who truly resonate with your message. As previously discussed, identifying your early adopters is crucial.
Continuing with the example of Spirecut, their communication is very specific. They target hand specialists familiar with ultrasound use and interested in achieving better outcomes.
3. Be Empathic
Empathy is essential when building a brand. Your product’s user—whether a doctor, patient, or healthcare provider—is striving to be the best version of themselves.
According to the jobs-to-be-done theory, customers “hire” a product to get a “job” done—functional, social, or emotional. While functional benefits matter, doctors often care more about how those benefits make them feel. Social and emotional factors thus become relevant.
To empathize with your customers, uncover their behaviors, beliefs, and emotions, and incorporate these insights into your brand strategy.
4. Avoid Defining Yourself Against Competitors
Your company’s brand is your identity—your DNA. Positioning yourself against competitors ties your brand’s identity to theirs.
Avoid using the same attributes as competitors, even if you claim to be “better.” Referencing their strategies or tactics may lead to associations that diminish your brand’s equity.
Your goal should be to project a message that distinguishes your brand from competitors and shows that you’re not focused on them.
5. Tell Your Story
Lead with your story, not your product. Even when discussing your product, weave an emotional narrative that aligns with your brand.
For example, emphasize the challenges faced by patients—their pain, limitations, or reduced quality of life—and highlight the positive impact your product can deliver.
6. Be Positive
A positive brand strategy is more effective than a negative one. Negative narratives, often used by charities or activists, invoke guilt by highlighting suffering and pain. While this may motivate action in the short term, it tends to repel customers in the long run.
If your company addresses an important need, reverse the negative story and focus on the positive impact you can achieve.
7. Address the Limitations of Rationality
Decision-making is often emotion-driven, with rationality playing a secondary role in justifying decisions. This is true even in medical contexts.
Complex purchasing decisions for medical technologies are rarely based purely on logic. Emotional triggers tied to specific features carry significant weight.
When building your brand, identify the emotional drivers that convey value to the customer. Your brand should be grounded in emotions, not just unique selling points (USP). Doctors who switch brands due to emotional connections are more loyal, less price-sensitive, and more likely to advocate for your product.
8. Changing Beliefs Means Changing Identity
One of the biggest challenges for medical startups is changing doctors’ beliefs, which are deeply rooted in their identities.
Beliefs and identity are interconnected, and altering beliefs may feel like losing a part of oneself. Additionally, society tends to value consistency, often viewing those who change their positions with skepticism.
To change beliefs effectively, help doctors see themselves differently. Provide them with a new identity worth adopting.
Final Thoughts
This list is not exhaustive but covers key branding principles that medical device startups can implement.
You don’t need to follow every rule to build a successful brand, but understanding the underlying ideas is crucial. These 8 rules can be summarized as deeply understanding the reasons behind customer behavior.
The strongest brands share one key principle: understanding the customer.
In my view, this level of understanding is what leads to a successful brand and business.
What are your thoughts on branding for medical start-ups? Have I missed a rule? Share your insights in the comments below. If you enjoyed this post, please share it with your network and suggest subscribing or following me on LinkedIn.