"Every healthcare technology company will have not just product or marketing managers, but also a communications manager."

When asked about their communication efforts, most medical technology companies named clinicians, hospital managers and healthcare insurance organizations as their prime target groups. Neither media nor patients were among the primary addressees for most of the survey participants. “Many companies underestimate the importance of media relations,” says Manfred Beeres. “But I welcome the fact that 90 percent agree on the growing importance of communication activities for their companies.”

Most healthcare technology companies in Germany turn to proven communication tools such as their own website, press releases, advertisements, brochures and flyers. Less than a third of the participating companies run their own online media centre. “Very few of the participating medical technology companies provide material for TV or radio stations,” comments Manfred Beeres. “At our association, we believe that the public has a huge interest in healthcare technology and broadcast media are eager to report on new developments. That is why we also provide b-roll material on healthcare developments to be used by TV stations.”

Coordinating marketing, PR and sales activities within the framework of integrated communications is an important step and one which more than half of all companies have already taken. “More than 90 percent believe that integrated communication efforts are of major importance. I am convinced that in the future, every healthcare technology company will have not just product or marketing managers, but also a communications manager,” explains Manfred Beeres. “Professional communications managers should have insight into journalists' needs in order to effectively promote healthcare technology in the media.”

Manfred Beeres sees communications as undoubtedly a management task: "Communication activities are of strategic importance to any healthcare technology company. All communication efforts have to answer a single question: what are the benefits of our new developments? What are the benefits to hospitals and, even more importantly, what are the benefits to patients?" (AG)

Contact Manfred Beeres at beeres@bvmed.de