MedTech Forum 2023:
ValueConnected delivers strong message on value demonstration post-MDR
The MedTech Forum 2023 occurred in Dublin, Ireland, from May 30 to June 1. It is the largest medical technology conference in Europe, bringing together industry leaders, innovators, policymakers, and investors to discuss current trends, challenges, and future opportunities in the sector. This year’s edition had over 1,000 participants from across Europe and industries, making it the largest ever.
ValueConnected was the proud host of the ‘Leveraging the MDR for Commercial Success’ session, which focused on how companies can accelerate market access and commercialization under Europe’s post-MDR scenario. In front of a full-packed and engaged audience of more than 100 people, the ValueConnected team offered valuable advice about MDR, bringing innovative strategies for companies to take advantage of the new legislation requirements:
Create value messages instead of claims
The team emphasized the difference between a claim and a value message in the context of medical technology, and it explained the importance of evidence-based value messages. While going through the MDR process, companies should organize their literature to support their claims, thus building credibility.
Transform features into value messages
Commercial teams often resort to presenting a series of technical features and specifications to buyers. Still, the value of medical technologies lies not only in its technological capabilities but also in its ability to improve patient health at reasonable costs. Companies can now conduct Post-Market Surveillance and Clinical Follow-ups to ensure the technology achieves that balance, establishing a compelling differentiation method.
Build value-based marketing tools
Because of different purchasing and reimbursement systems, countries demand specific solutions for their needs, creating a challenge for MedTech companies that must balance strategic consistency with local adaptation without diluting or deviating from their value messages. In that context, the MDR process makes adapting the key value messages to local cost structures easier. As a result, companies will see a positive impact on customer engagement.
During the MedTech Forum 2023, digital health was a core topic, including the potential of the European Health Data Space, AI, and digital twins to transform healthcare systems. ValueConnected’s sister company GenexAI, drove many of visits to our booth, pioneering the use of Artificial Intelligence to accelerate value demonstration from clinical and economic evidence in a very fast and accurate manner.
