Sometimes I feel like marketing in the medical device world is a mix of serious science and a little bit of stand-up comedy. On one hand, we’re dealing with cutting-edge technology that saves lives. On the other hand, we’re trying to explain it to busy doctors and administrators without making their eyes glaze over.

Sometimes marketing ends up being about telling the story of a device rather than explaining every detail. Nobody’s going to read a 50-page white paper, but they will remember the catchy tagline or that dramatic video showing how the device “changes everything.”

I think there’s a lesson here: good marketing isn’t just about making noise — it’s about making complex science sound human and relatable. The trick is to do that without oversimplifying or making it sound like a miracle gadget from a sci-fi movie.

Do you think storytelling helps people understand medical devices better, or does it risk overselling the technology? Where’s the balance between being clear and being clever?