9th MedDev eMarketing Summit

This session will share strategy, marketing tactics, sales execution and KPI/Biz results from two past case studies where we approached things differently:

Topics Include:
- Key is taking market share/winning hearts and minds when you cannot compete with the awareness/promotional spend of the market leader.
- How should one set themselves up for success, how can one truly drive awareness/trial, how can one keep motivation and energy across their own team?
- How can one be prepared for competitive reaction from the incumbent and maintain momentum for the future?

Synopsis:
With the rise of pharma-based competition in sleep apnea treatment, Resmed is navigating a new era of disruption in the OSA market. This session will explore how Resmed is strategically reinforcing CPAP as the gold standard in sleep apnea care through compelling campaigns, targeted provider education, and narrative control that enhances MedTech's role as educator and trusted authority.

Key Take-Aways:

• Owning the Narrative in a Disrupted Market: Learn how Resmed is challenging  "easy to prescribe" messaging and positioning CPAP as the most effective solution for a broad, complex patient population.
• Marketing with Purpose: Get insight into how Resmed is breaking stigma, reaching consumers directly, and educating primary care providers through audience-specific campaigns.
• Strengthening the Patient Journey: Discover how Resmed is reducing friction across the care pathway with integrated solutions, real-world evidence, and a focus on long-term patient outcomes.

Matt brings extensive experience leading sales teams at top med device companies and is passionate about the role of cross-functional collaboration in driving commercial success.

This session will focus on how to appropriately define the product experience so AI is able to drive patient engagement

This session is a case study on how to leverage social challenges to drive business impact: A real-life experience in Women's Health

Takeaways include:

- How did we come from being an unknown brand in the US and get a viral video with over 3.3M views in 48 hours opening a broader conversation contributing to impacting the CDC guidelines
• Build a comprehensive omnichannel marketing strategy focused on raising awareness
• Create best practices to propel your brand/solution forward continuously optimizing your communication and driving growth

Synopsis: In today’s competitive healthcare landscape, simply having an innovative medical
device isn’t enough—driving patient demand requires strategic, data-driven digital marketing.
We will be reviewing a comprehensive roadmap for medical device companies to attract,
engage, and convert patients using a fully integrated digital marketing approach.

This session outlines how consistent messaging, hyper-targeted advertising, and cross-platform
synergy transform digital impressions into real appointments. You will learn how to leverage
Google Ads, social media, geo-targeting, and email automation to reach patients.
Overview:

 How to build an effective integrated marketing campaign
 Data-driven strategy to maximize ROI
 Precision targeting reaches ideal patients

This session will focus on how we utilize new technologies including AI , but in a way that builds empathy with the customer. Also, we will discuss how to bridge the gap with clinicians.

This session will be covering:

1. Translating customer feedback into revenue
2. Quantifying the impact of insights
3. VOC best practices

Synopsis:  In a world obsessed with automation and algorithms, the fundamentals of human connection still reign supreme. This talk explores how traditional marketing principles can be supercharged—not replaced—by AI.

AI is a tool, not a replacement for human insight and emotional intelligence.
Core principles like storytelling, brand trust, and customer experience remain unchanged.
How empathy, segmentation, and consistency still drive long-term value.

We work in an industry built to help patients, yet we rarely ask them to lead the way. Too often, patient voices are translated or filtered through professional lenses that strip them of meaning. Together, Angela & Sarah have a shared vision that marketing should be by patients, with patients—not about patients.

Session Takeaways:

- Why patient-first marketing leads to stronger long-term outcomes and more qualified engagement/sales.
- How to move beyond the traditional “patient story” into meaningful co-creation across all touchpoints.
- How communication coaching and patient-professional translation closes the gap between insight and impact.