Why Storytelling Matters for Medical Device Companies
08/25/21 • 26 min
Medical device companies need to tell slightly different versions of their stories depending on the intended audience—investors, suppliers, regulators, clinicians, and patients—and each version must be strategically crafted and told in order to convey the right message.
In this episode of the Global Medical Device Podcast Jon Speer talks to Brad Perriello, who previously cofounded MassDevice and now current founder and principal at Circle Hill Life Science Communications, about his unique line of work helping medical device companies learn how to effectively tell their story.
Listen to this episode now to learn what your company can and can't say to different target audiences and how to effectively communicate your company’s core message and story so it positively resonates with the listener.
Some of the highlights of this episode include:
- Brad Perriello, alongside fellow journalist Brian Johnson, founded the online medical device business journal MassDevice based on his belief that small businesses and startups drive everything that lead to the biggest outcomes.
- Although medical device companies know their story best, they do not always effectively tell people their story, what they do, and why they do what they do.
- Startups telling their story is applicable and important to raise funds, but engineers are not strong narrative writers or speakers. They tend to focus too much on details, which can derail the intended message.
- A medical device company’s core message and story is the same, but is communicated differently. For instance, investors want to know the ROI, patients want to know if it’s safe and effective, physicians want to know about safety, efficacy, and cost.
- When hiring outside help with communications, they should be familiar with the medical device industry because the regulatory environment is strictly unique.
- Be aware of quality systems, design controls, and reimbursement issues.
- Some things change over time, and some things never change. Find an unmet need and help patients and others by figuring out what they need to hear. Be able to effectively communicate with all audiences.
- Social media evolves quickly and provides powerful communications tools with massive reach. Companies succeed by having a dedicated team member who knows how to leverage each platform based on the audience.
Memorable quotes from Brad Perriello:
“These folks know their stories really, really well...but they don’t know how to tell them all the time.”
“Through no fault of their own, they’re not really effectively telling people, this is our story, this is what we’re about, and this is why.”
“The old adage is that engineers can’t write.”
Links:
Brian Johnson of MassMEDIC on LinkedIn
FDA - 510(k) Premarket Notification
The Greenlight Guru True Quality Virtual Summit
MedTech True Quality Stories Podcast
Medical device companies need to tell slightly different versions of their stories depending on the intended audience—investors, suppliers, regulators, clinicians, and patients—and each version must be strategically crafted and told in order to convey the right message.
In this episode of the Global Medical Device Podcast Jon Speer talks to Brad Perriello, who previously cofounded MassDevice and now current founder and principal at Circle Hill Life Science Communications, about his unique line of work helping medical device companies learn how to effectively tell their story.
Listen to this episode now to learn what your company can and can't say to different target audiences and how to effectively communicate your company’s core message and story so it positively resonates with the listener.
Some of the highlights of this episode include:
- Brad Perriello, alongside fellow journalist Brian Johnson, founded the online medical device business journal MassDevice based on his belief that small businesses and startups drive everything that lead to the biggest outcomes.
- Although medical device companies know their story best, they do not always effectively tell people their story, what they do, and why they do what they do.
- Startups telling their story is applicable and important to raise funds, but engineers are not strong narrative writers or speakers. They tend to focus too much on details, which can derail the intended message.
- A medical device company’s core message and story is the same, but is communicated differently. For instance, investors want to know the ROI, patients want to know if it’s safe and effective, physicians want to know about safety, efficacy, and cost.
- When hiring outside help with communications, they should be familiar with the medical device industry because the regulatory environment is strictly unique.
- Be aware of quality systems, design controls, and reimbursement issues.
- Some things change over time, and some things never change. Find an unmet need and help patients and others by figuring out what they need to hear. Be able to effectively communicate with all audiences.
- Social media evolves quickly and provides powerful communications tools with massive reach. Companies succeed by having a dedicated team member who knows how to leverage each platform based on the audience.
Memorable quotes from Brad Perriello:
“These folks know their stories really, really well...but they don’t know how to tell them all the time.”
“Through no fault of their own, they’re not really effectively telling people, this is our story, this is what we’re about, and this is why.”
“The old adage is that engineers can’t write.”
Links:
Brian Johnson of MassMEDIC on LinkedIn
FDA - 510(k) Premarket Notification
The Greenlight Guru True Quality Virtual Summit
MedTech True Quality Stories Podcast
Previous Episode
A Breakthrough Device that Aims to Prevent Osteoporosis
Is your body becoming more frail? Are you worried about fractures? Do you want to improve your bone health? Osteopenia and osteoporosis are very common problems that don’t have completely effective solutions, yet.
In this episode of the Global Medical Device Podcast, Jon Speer talks to Laura Yecies, CEO of Bone Health Technologies, about the product journey of OsteoBoost, a vibration belt that aims to prevent osteopenia and osteoporosis that has recently received the FDA’s Breakthrough Device Designation (BDD).
Learn what the BDD experience was like and how their team is currently navigating the FDA regulatory process and collecting the necessary clinical data with the hopes of soon placing OsteoBoost on the US market.
Some of the highlights of this episode include:
- More than 50 million Americans are suffering from osteopenia and low bone density. Half of all women will have a fracture from osteopenia and osteoporosis - that’s more than heart attack, stroke, and breast cancer combined.
- As people get older, especially women, shrinking is a real issue that is usually due to a fracture that causes pain as well as breathing and digestive problems.
- People with hip fractures have a 20-plus percent mortality rate. Hip fractures are difficult to recover from and a high percentage of people lose their independence.
- Currently, there are no approved treatments for osteopenia. Basically, your only options are to get enough Calcium and Vitamin D and do high-impact exercise. Give your bones enough stimulation to lessen the decline.
- There are medications for osteoporosis. However, the side effects, the way they work, and indications for use are for people with osteoporosis.
- When vs. If: Most people will eventually get osteopenia. Heredity is a factor that influences less dense and smaller bones. Lifestyle matters, such as excessive drinking and smoking or steroid use can have an impact on bone density.
- Also, if you are an astronaut or go into space, bone loss is accelerated. Evidence from NASA shows that using whole body vibration improves bone density.
- People must use such a device regularly, it is expensive, and it requires doing nothing for a period of time. Bone Health Technologies is developing OsteoBoost, a more practical and easy-to-use product that leverages whole body vibration.
Memorable quotes from Laura Yecies:
“Osteopenia is an incredibly common problem, and we have over 50 million Americans suffering from low bone density.”
“If you walk around a nursing home, people are there typically for one of two reasons - they have Alzheimer’s or they have a hip fracture.”
“Most people will eventually get it.”
“There’s a body of evidence from NASA about using whole body vibration essentially to improve bone density. Astronauts lose a lot of bone when they are in space. Their bone loss is accelerated.”
Links:
U.S. Food and Drug Administration (FDA)
FDA: Breakthrough Devices Program
The Greenlight Guru True Quality Virtual Summit
MedTech True Quality Stories Podcast
Next Episode
Meet a Guru: Maryann Mitchell
What makes Greenlight Guru unique and sets it apart from other medical device solutions? It’s Guru edge—a team of medical device professionals with a ton of industry experience.
In this episode of the Global Medical Device Podcast Jon Speer talks to Maryann Mitchell, a Medical Device Guru and Solutions Engineer who has recently joined the Greenlight Guru team.
Listen as Maryann shares fascinating details about her day-to-day working with device companies who are evaluating the Greenlight Guru Medical Device Success Platform (MDSP) to better understand their product and business needs and how Greenlight Guru's MDSP solution can help them achieve ultimate success.
Some of the highlights of this episode include:
- Maryann’s background is in quality systems initiatives, and she has extensive experience with ISO 13485. She loves being a part of audits and truly enjoys defending quality systems.
- While Maryann has been through numerous ISO 13485 audits, she has experienced only a few FDA inspections. She explains that there’s a whole different level of terror when it comes to the FDA.
- Maryann was attracted to joining the Greenlight Guru team because of her interest in quality system software. She wanted to help the company sell its software and connect with customers and medical device companies.
- Maryann shares some of her favorite stories working with companies trying to evaluate their options for quality systems. The best part is customers’ positive reactions during design control matrix and risk matrix demonstrations.
- The benefits of Greenlight’s QMS include the ability to quickly and easily find and access visually appealing information and data. Ultimately, it helps people get through audits faster and be in compliance.
- However, Maryann explains how and why EU MDR continues to be a challenge for medical device companies. Compiling records and evidence for submission as well as interconnectivity are just some of the bigger quality issues.
- If the FDA transitions to the 13485 standard, Maryann believes the medical device industry shouldn’t panic but anticipate it. It would be better to have a harmonized way of auditing and inspecting companies.
Memorable quotes from Maryann Mitchell:
“I’ve lived and breathed the 13485, 820, all those fun standards, which I love. It’s really exciting and I love being in audits.”
“There’s a whole different level of terror when it comes to the FDA, but it was really exciting to be there. Thankfully, I wasn’t in the hot seat for those, but I was in the front room to participate.”
“Not just during an audit, but for your own internal quality, it’s just so much easier when your systems are connected, and that’s exactly what Greenlight offers to our customers.”
“You should always be audit ready.”
Links:
European Union’s Medical Device Regulation (EU MDR)
The Greenlight Guru True Quality Virtual Summit
Greenlight Guru YouTube Channel
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