Marketing & sales enablement
What a sales conversation needs: the claims you are allowed to make, the material that carries them, and training that keeps a distributor on message.
When marketing and sales enablement is the right step
Before launch, once the intended use and claims are settled. What you say about the device must match what it is approved for.
Brand identity
A visual identity for the device and the company, used the same way everywhere.
Sales collateral
Product sheets, brochures and presentations that explain the device to clinicians and buyers.
Launch playbook
Who to reach first, what to say and in what order, written down for the sales team.
What you bring, and what you get back
You bring
- The approved intended use and indications
- Labels and instructions for use
- The test and clinical evidence behind each claim
- Your target customers and markets
- Existing brand material, if any
You get back
- Brand identity guidelines
- Product sheets and brochures
- Sales presentations
- A launch playbook
- A claims list, with each claim linked to its evidence
A claim must match the approved intended use
A device is approved for a stated intended use. A brochure that claims more, such as a new patient group or a better outcome with no data behind it, can take the device outside its approval. So each claim in the material is checked against the intended use and its evidence before the material goes out.
How the work runs
Questions buyers ask
Can marketing material say more than the label?
No. Claims stay within the approved intended use and must be backed by evidence. A claim outside it can put the approval at risk and may break the advertising rules of the market.
When should the material be ready?
Before the first sales conversation, so work often starts while approval is pending. Draft on the expected intended use, then check each claim against the final approved text before release.
Clinicians or buyers?
Both, separately. Clinicians look for the clinical evidence and how the device fits their work. Buyers look for cost, service and supply. A kit usually has material for each.
What goes in a launch playbook?
The target customers in order, the message for each, common objections and answers, the demo plan, and what the team does in the first months after launch.
Made with the team that built the device
The engineers and designers who built a device know what it can and cannot claim. We work as nine disciplines in one team, with 100+ clinician partners.
Run under an ISO 13485:2016 quality system certified by TÜV SÜD, certificate 99 400 00046. What it covers.
Not quite you?
Where this sits
Also in Co-Commercialize
Tools for this
Have a question about Marketing & sales enablement?
Opens the contact form with this service named. Nothing is sent until you press send.