It’s redundant to state that the US medical devices industry is in for a shake up with the focus on deregulation and efficiency potentially cutting down FDA resources.
Despite these concerns, the new administration promises to improve competition, opening up the market to new entrants such as smaller innovative businesses. Another promising aspect is RFL Jr.’s pledge to fight chronic diseases such as diabetes, autism, attention-deficit/hyperactivity disorder, sleep disorders and growing infertility rates. A renewed focus on these issues could mean more opportunities for manufacturers of devices that help monitor, combat and manage these issues. For innovative businesses, it’s time to sharpen their comms tools!
Chronic diseases: a pressing health challenge in the US
Chronic diseases affect a staggering 60% of the US population, with 40% suffering from more than one condition. These ailments place immense strain on healthcare resources and individuals alike. The Centers for Disease Control and Prevention (CDC) estimates that 90% of overall health care costs in the US go toward chronic disease and mental health, equivalent to about $4.5 trillion per year.
Robert F. Kennedy Jr., nominated at the helm of the Department of Health and Human Services, is poised to lead the Make America Healthy Again (MAHA) movement with the mandate to reverse this chronic disease epidemic. Although there are numerous concerns regarding the initial targets for this strategy and the negative impact that cutting down resources could have on overall safety, the objective to reverse the tide of chronic diseases is a worthy one. It could also prove to be an opportunity for businesses whose devices help prevent, monitor or manage these diseases.
For medical device manufacturers, this is a unique opportunity to consolidate their role in the market or even launch into the US and align with public health goals. But there are numerous chronic diseases, and many different businesses providing their innovation to help tackle them, emerging at this time of change will not be easy without solid communications campaigns.
Raising awareness to break through the noise
To capitalize on this opportunity, medical device manufacturers must therefore implement robust awareness campaigns. These initiatives will ensure their devices and commentators are top of mind for healthcare buyers, users and medics.
Key strategies include:
- Creating a body of accessible content: Manufacturers should develop a library of non-technical, clear, and engaging materials tailored to both media, healthcare workers and user groups. These could include:
- Digital leaflets explaining common issues with managing the disease.
- Infographics helping healthcare workers discuss symptoms with patients.
- White papers highlighting common pitfalls in diagnosis or management of the disease.
The format of these materials should align with audience preferences and demographic. It may be that the audience is more receptive to TikTok videos or that they prefer the privacy offered by traditional pamphlets, which will not remain in their viewer feed.
- Engaging media in raising disease awareness: Media outreach is essential to spark conversations around chronic diseases and their management. Companies can:
- Leverage specific national awareness days, such as World Sleep Day, to discuss insomnia and sleep apnea.
- Collaborate with journalists and influencers to highlight preventive strategies and device benefits.
- Join advocacy campaigns that really match your vision.
- Training effective spokespeople: Businesses should prepare their representatives with media training to ensure empathetic, informed, and efficient communication. Skilled spokespeople can effectively convey true thought leadership. It may also be beneficial to leverage the strengths of different spokespeople with different audiences, choosing a more empathetic speaker for users and a more technical expert for specialist medical audiences.
Conclusion
The new administration’s focus on chronic disease management represents a significant opportunity for innovative medical device manufacturers. By implementing targeted awareness campaigns and strategic communications, businesses can align with public health priorities, connect with stakeholders, and establish a strong market presence. Success will, however, at least in part depend on clear messaging, effective partnerships, and a proactive approach to communications.
Now is the time for forward-thinking manufacturers to invest in awareness campaigns, ensuring they are top of mind as chronic diseases gain increased attention. With the right strategies, companies can not only secure market share but also contribute to addressing some of the nation’s most pressing health challenges. MedTech Intelligence