In healthcare's new reality, alignment isn't just about internal efficiency. It's about respecting your customers' expertise and earning their trust. HCPs don't have bandwidth for claims they can't validate. They need clarity about what you solve, who benefits, and why the evidence supports your position. When sales and marketing work from the same understanding of customer challenges, shared evidence base, and unified playbooks, that credibility emerges naturally.

Last night in Cardiff, after 15 years of sibling warfare that makes most pharma product disputes look like friendly disagreements, Liam and Noel Gallagher actually managed to share a stage without throwing tambourines at each other. And honestly? Healthcare sales and marketing teams should be taking notes.

🎙 New Episode In healthcare, the most powerful marketing tool isn’t a glossy brochure or an ad campaign. It’s a colleague saying, “We’ve...

The man saved my fingers... which I used to type this blog post. In healthcare, every product we bring to market has a real, human...

Distributors rebranding your product as “The Eyebrow”? It happens. When regional teams rewrite product messaging without global alignment, it risks more than just brand confusion — it can derail compliance and delay launch. In this blog, I share a story from the field and outline how messaging guardrails like claims matrices and messaging matrices keep teams on track.

Your CE mark is in hand and your clinical data is solid, but procurement has gone quiet. Discover why tenders stall after validation—and how to turn clinical success into commercial momentum with a better economic story.

Balancing visionary intent with real-world product-market fit is what separates standout launches from stalled ones. This guide explores how to use product-market fit to position your healthcare product for early adoption and sustained growth.

In this episode of the 12 Minutes podcast, I sit down with Keith Jackson to explore what a modern healthcare product launch strategy should look like and what category leaders in pharma and devices consider 'best practice'.

Too many healthcare innovations fail to reach their potential—not because of the product, but because of the launch. In this article, Michael Colling-Tuck shares a proven framework for turning vision into velocity, covering origin story, product-market fit, feasibility, messaging playbooks, sales strategy, and go-to-market execution. If you’re in medtech or pharma, and you’re preparing to launch, this is the roadmap you’ll wish you had from day one.

Healthcare messaging has evolved dramatically over the past decade. The traditional approach of broadcasting product specifications has given way to problem-solving messaging that addresses specific challenges. Now, we're moving into the era of personalisation, where messages are precisely tailored to individual stakeholder priorities and decision-making processes.