Course Overview
Behind every successful device is a team that knows how to tell its story. Marketing bridges the gap between innovation and the marketplace, helping physicians, providers, and patients see why a device matters (and why it’s worth trusting).
This module helps learners see Marketing not just as “promotion”, but as a strategic/(cross-functional?) discipline that drives launch success, builds brand trust, and supports long-term growth without creating risk or friction across teams.
Competencies Built in This Module
By the end of this module, you’ll be able to:
- Define the function and scope of Marketing within medical device companies.
- List and explain the five core responsibilities of Marketing professionals in MedTech.
- Describe Marketing’s contributions throughout the device lifecycle—from concept and development through post-market support.
- Summarize how Marketing drives commercialization, adoption, and long-term business success.
- Recognize key interfaces between Marketing, Clinical Affairs, Regulatory, Sales, and R&D teams.
When messaging is unclear, teams get misaligned, launches can drag, and adoption slows. Marketing is where complex technology becomes a story people can act on: clinicians, internal stakeholders, and the market.
In this module, learners explore how Marketing works across the full product lifecycle – from early concept and development through launch and post-market support, and how strong marketing collaboration reduces confusion, improves alignment, and helps innovations reach the patients they were built for.
Learning Experience
Interactive visuals, case studies, and scenario-based exercises bring marketing strategy to life. You’ll step into the role of a MedTech marketer to explore how value propositions come together, how launch plans are developed, and how market feedback shapes product evolution.
Throughout the module, you’ll complete section-based knowledge checks and interactive activities focused on messaging, research, compliance, and launch planning. Finish with a final quiz that reinforces the key takeaways before you move on.
Estimated Duration: 60 minutes (self-paced)
Completion: Certificate of Completion awarded upon successful completion
Additional Resources: Explore downloadable learning guides and reference documents, along with links for further learning within the MedTech Suite.
Module Outline
Welcome & What is Marketing?
- Meet the Marketing professional
- Role and scope
- Impact
Core Marketing Responsibilities
- Value proposition, market research, sales support, compliance
Marketing Across Device Lifecycle
- Marketing’s role: concept to post-market activities
Stages of Marketing Work
- Messaging, research, launches, communication channels
Marketing’s Impact on Business Success
- Speed, trust, reputation, cost savings, competitive advantage
Knowledge Checks & Application
- Scenario questions, quiz, feedback/remediation
Key Takeaways & Next Steps
- Summary, resources, encouragement
Activities & Resources
Assessment & Activities
- Section-based knowledge check questions and scenarios.
- Interactive activities covering messaging, market research, compliance, and launch planning.
- Final quiz with remediation.
Additional Resources
- Downloadable learning guides and reference documents
- Links for further exploration within the MedTech Suite
Estimated Duration
- 1 – 2 hours (self-paced)
Completion Requirements
- View all modules and activities