Digital Transformation in Medical Device Marketing: Opportunities and Challenges_Vol. 2 No. 6 (JBM 2025)_Journal of Business and Marketing (ISSN: 3005-5717)

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Digital Transformation in Medical Device Marketing: Opportunities and Challenges

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DOI: https://doi.org/10.62517/jbm.202509621

Author(s)

Jianying Liu

Affiliation(s)

Beijing Zhixing Hongrui Technology Co., Ltd., Beijing, China

Abstract

This paper explores the strategic shift from traditional relationship-based sales to data-driven digital marketing within the medical device (MedTech) industry. Driven by changing physician behaviors and the rise of Value-Based Healthcare, digital transformation offers critical opportunities through omnichannel engagement, AI-powered analytics, and immersive VR/AR training. However, the sector faces unique barriers, including stringent regulatory compliance (FDA/MDR), data privacy concerns, and cultural resistance within legacy sales forces. By analyzing these drivers and challenges, this study argues that a "hybrid" marketing model-integrating digital efficiency with high-touch clinical support-is essential for future competitiveness. The findings suggest that MedTech firms must prioritize a digital-first culture and adapt to new commercial models, such as Software as a Medical Device (SaMD), to succeed in an increasingly complex global healthcare market.

Keywords

MedTech Marketing; Digital Transformation; Omnichannel Engagement; Regulatory Compliance; SaMD

References

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