One thing that’s becoming increasingly clear in healthcare is that patients today are more informed, more active, and more involved in their treatment decisions than ever before. Traditionally, medical device marketing has focused almost entirely on healthcare professionals (surgeons, hospital administrators, and procurement teams) since they’re the ones making the purchasing decisions. But as patient advocacy grows and people take a bigger role in choosing their care options, maybe it’s time to rethink this approach.

I think there’s a strong argument for involving patients more directly in marketing strategies. After all, they are the end users of many of these devices, either directly (like wearable monitors or implants) or indirectly (as the ones benefiting from surgical tools or diagnostics). Getting patient input early in the messaging process could help companies shape marketing content that is clearer, more transparent, and more relevant to real-world concerns. For example, patients often care about comfort, recovery time, or quality of life more than technical specs, insights that might not come from clinicians alone.

However, there are challenges too. Patient involvement could blur the line between education and influence, especially if marketing tries to appeal to emotions rather than evidence. There’s also a question of ethics: would involving patients make marketing more authentic, or would it risk exploiting their experiences for profit?

I think the key might be collaboration. Companies could work with patient advocacy groups or advisory panels to co-develop campaigns that are both informative and respectful. They could even include real patient feedback or outcome data in marketing materials — not just testimonials, but meaningful evidence that builds trust.

My question is: Should patients have a seat at the table when companies plan marketing strategies? Could this make medical device marketing more ethical and impactful, or would it complicate things too much? 

Thanks for your contribution!