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MedTech Meets Influence: How Influencer Marketing Is Making Strides in the Medical Device Industry

The world of MedTech marketing is evolving fast. Traditional institution-driven strategies are being replaced by influencer, community, and social-led approaches, echoing the shift seen at the 9th MedDev eMarketing Summit hosted by Curtis & Coulter.

This TED-style, fast-paced summit brought together the brightest minds in MedTech marketing—showcasing case studies, hands-on strategies, and future trends. One major takeaway: influencer marketing is now central to medical device brand success, helping companies connect more authentically with patients, clinicians, and consumers.

Spotlight Sessions Featuring Influencer Marketing

1. “From Scroll to Sold – Using Influencers and Content Creators for Your Medical Device Brand” — Wendy Suljak

In her impactful 30-minute session, Wendy Suljak explained how MedTech brands can move audiences from passive scrolling to active purchasing through influencer and creator partnerships. Her key insight? Authenticity wins. By leveraging trusted voices—beyond institutional spokespeople—brands can build credibility, trust, and genuine engagement in ways traditional advertising cannot.

2. Panel: “Future Trends in Medical Device Marketing” — Michael Krachon • Amit Joshipura • Bobak Salahi • Wendy Suljak

Moderated by Michael Krachon, this panel explored how influencer marketing, AI, and omnichannel strategies are redefining MedTech promotion. Suljak’s participation underscored influencer marketing’s growing importance alongside innovations like AI-driven personalization and cross-channel storytelling.

The Bigger Picture: Why Influencer Marketing Matters for MedTech

1. Humanizing Highly Technical Brands

Medical device brands often struggle with conveying complex technologies. Influencers—especially healthcare professionals or patient advocates—bring a human element that simplifies the science and connects emotionally with audiences.

2. Building Trust with Authentic Voices

In today’s digital ecosystem, people trust people—not corporations. Collaborating with micro-influencers and respected creators builds stronger, more credible connections with target audiences.

3. Extending Reach Across Platforms

From LinkedIn’s professional credibility to Instagram’s visual storytelling and YouTube’s in-depth discussions, influencers help MedTech companies reach wider and more diverse communities.

4. Aligning with Patient-Centric Narratives

Influencers often share their journeys from diagnosis to treatment, which aligns perfectly with MedTech’s patient-first marketing goals. Their authenticity bridges the gap between technology and empathy.

Insights Through the MedDev Lens

The MedDev eMarketing Summit provided more than inspiration—it delivered actionable frameworks for modern MedTech marketing.

Wendy Suljak’s “From Scroll to Sold” session offered a blueprint for converting attention into engagement. Meanwhile, the “Future Trends” panel positioned influencer marketing alongside AI and digital transformation as core strategies for brand success.

These discussions reaffirmed that influencer marketing isn’t a passing trend—it’s a necessity in the modern MedTech marketer’s toolkit.

Actionable Takeaways for Marketing Teams

StrategyPractical TipsSelect Genuine InfluencersPartner with healthcare professionals, patient advocates, or clinical educators who have authentic engagement—not just large followings.Co-Create Valuable ContentDevelop educational, emotionally resonant stories that simplify medical technology while maintaining accuracy.Leverage Cross-Platform ReachUse LinkedIn for thought leadership, Instagram for storytelling, and YouTube for deep-dive demonstrations.Measure Beyond LikesFocus on engagement, lead generation, and conversion metrics to track real impact.Ensure Regulatory AlignmentMaintain compliance with FDA, FTC, and healthcare communication guidelines. Accuracy and transparency are non-negotiable.

Conclusion

The 9th MedDev eMarketing Summit showcased an undeniable truth: influencer marketing is shaping the future of MedTech. Sessions like “From Scroll to Sold” and “Future Trends in Medical Device Marketing” highlighted how trusted voices, storytelling, and compliance are redefining medical device branding.

For MedTech marketers, the next phase isn’t just digital—it’s authentically human. By collaborating with credible influencers and leveraging compliance-focused platforms like MarketBeam, brands can amplify trust, engagement, and innovation in one seamless workflow.

References

“From Scroll to Sold – Using Influencers and Content Creators for Your Medical Device Brand” — Wendy Suljak (9thmeddevemarketingsummit20.sched.com, Yahoo Finance, Innovation Women, AInvest)

“Panel: Future Trends in Medical Device Marketing” — Michael Krachon, Amit Joshipura, Bobak Salahi, Wendy Suljak (9thmeddevemarketingsummit20.sched.com)

MedDev Summit Categories — Curtis & Coulter

FAQ

Q1. What is influencer marketing in MedTech? Influencer marketing in MedTech involves partnering with healthcare professionals, patient advocates, or industry experts to share credible, compliant information about medical devices and innovations.

Q2. Why is influencer marketing effective for medical device brands? It builds authenticity and trust, simplifies technical messaging, and fosters genuine connections between brands, patients, and healthcare professionals.

Q3. How can MedTech companies ensure compliance in influencer collaborations? By using compliance-driven publishing platforms like MarketBeam, brands can automate approval workflows, maintain audit trails, and ensure every post aligns with regulatory guidelines.

Q4. What social media platforms are best for MedTech influencer campaigns? LinkedIn, Instagram, and YouTube remain the top three platforms for B2B visibility, patient engagement, and educational storytelling.

Q5. How does MarketBeam help MedTech brands manage influencer content? MarketBeam enables compliant social publishing, employee advocacy, and analytics—ensuring all influencer-driven campaigns are compliant, traceable, and optimized for maximum engagement.

Empower Your MedTech Marketing with MarketBeam Manage influencer and social campaigns seamlessly—compliant, efficient, and measurable. Schedule a Demo | Explore how MarketBeam transforms MedTech influencer marketing.

➡️ Book a Compliance Demo

With MarketBeam, MedTech companies can manage influencer content, track engagement, and automate compliance—all within one secure platform.

👉 Learn more about Social Media Compliance for MedTech

💼 Connect with Us on LinkedIn!

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MLR Review Management: Turning Compliance into Competitive Advantage with MarketBeam

In highly regulated industries, every piece of public-facing content must pass the scrutiny of Medical, Legal, and Regulatory (MLR) reviewers before it can be published. The process protects patient safety, brand reputation, and shareholder trust—but it can also feel painfully slow when marketing teams are racing to keep up with real-time social conversations. Inefficient MLR review adds cost, delays campaigns, and sometimes forces companies to abandon timely opportunities altogether.

Yet forward-thinking organizations show that MLR doesn’t have to be a bottleneck. Forward-looking CMOs describe modern compliance as a “launch pad, not a hand brake.” When reviews are tightly integrated with content planning, the MLR team becomes a strategic partner—highlighting scientific angles that resonate with physicians, suggesting balanced language that increases trust, and ensuring every claim aligns with global labeling. Done right, compliance can boost both speed and credibility.

This article explains the fundamentals of MLR review management and shows how MarketBeam turns a traditionally manual process into a streamlined, data-driven engine for safe, compliant, and scalable social media publishing.

1. What Is MLR Review?

MLR review is the multidisciplinary approval workflow that checks promotional materials for medical accuracy, legal defensibility, and regulatory compliance. A typical MLR team combines:

Medical reviewers who verify clinical claims and ensure fair balance.

Legal counsel who evaluates trademark use, patient privacy, and liabilities.

Regulatory affairs specialists who align every statement with rules from agencies such as the FDA, FTC, FCA, FINRA, and EMA.

In life sciences, every claim—even a single tweet—must be substantiated and traceable. Financial services face comparable obligations under FINRA 2210, MiFID II, and local laws. Failure to comply can trigger warning letters, product recalls, or multimillion-dollar fines. Robust MLR review is therefore non-negotiable.

2. Why Traditional MLR Workflows Break Down

Legacy review processes were built for static assets like brochures, not for the always-on world of social media. Common pain points include: ChallengeImpact on MarketingEmail hand-offsVersion confusion and lost audit trailsSequential reviewsTurnaround times stretch from days to weeksRe-keying contentCopy-paste errors creep in after approvalLate compliance feedbackTeams scramble near launch dates

Gartner estimates that fragmented approvals add 15–25 percent overhead to campaign budgets. For global pharma brands, the hidden cost can hit seven figures.

3. Best Practices for Modern MLR Review

Single source of truth. Keep drafts, annotations, and decision histories in one secure repository such as PromoMats or MarketBeam.

Pre-checks. Automated screeners flag prohibited terms and missing disclosures before humans review.

Parallel reviews. Let medical, legal, and regulatory experts comment simultaneously.

Immutable audit trail. Regulators ask, “Who changed what, and when?” Robust metadata shortens audits.

Cycle-time metrics. Track how many rounds each post needs to gain approval; fix bottlenecks fast.

4. How MarketBeam Transforms MLR Review

MarketBeam is purpose-built for regulated social publishing, collapsing review cycles from weeks to hours through:

AI MLR Pre-Check – Flags risky language instantly so creators revise before routing.

One-Click Routing to Veeva PromoMats – Push content and comments directly; no copy-paste.

Parallel, Role-Based Reviews – Stakeholders see each other’s comments in real time.

Immutable Audit Logs – Every edit, approval, or rejection is date-stamped.

Slack & Teams Notifications – Action alerts keep the process moving.

Dashboards on Cycle Time & First-Pass Approval Rate – Data exposes training gaps and systemic delays.

Real-World Impact

A mid-sized biotech replaced a seven-step email process with MarketBeam. Average approval time dropped from 12 days to 2.5, while first-pass approvals jumped from 46 percent to 81 percent. Marketing now launches campaigns around conference abstracts without risking non-compliance.

5. Building a Culture of Compliance and Speed

Technology alone cannot fix a broken MLR process; people and governance matter too. Successful teams:

Tier content. Routine evergreen posts follow a light track; launches get full committee review.

Train creators. When marketers understand why phrases trigger revisions, they write cleaner copy.

Set SLAs. Define turnaround targets (e.g., two business days) and track adherence publicly.

Hold retrospectives. Review metrics monthly, update style guides, and prevent repeat issues.

MarketBeam supports this culture shift with role-based learning resources and templated workflows aligned to your SOPs.

6. Key Metrics Every MLR Program Should Track

Average Cycle Time per Asset – Measures overall efficiency; aim for continuous reduction.

First-Pass Approval Rate (FPAR) – Indicates content quality and reviewer alignment. Anything above 75 percent is world-class.

Re-work Count per Asset – High numbers reveal unclear guidance or poorly trained creators.

Reviewer SLA Adherence – Tracks how often medical, legal, or regulatory stakeholders meet agreed turnaround times.

Compliance Escalations After Publication – The ultimate scorecard; zero is the goal.

MarketBeam captures these metrics out of the box, presenting them in executive dashboards that tie directly to campaign ROI. When leadership sees hard numbers—not anecdotes—securing budget for further optimization becomes easy.

7. Future Trends: AI and Predictive Compliance

Regulators are exploring natural-language processing to audit promotional content proactively. Companies that adopt AI-driven MLR tools today will be prepared for a future where compliance checks happen continuously. MarketBeam’s roadmap includes:

Predictive risk scoring to warn creators of likely objections as they type.

Real-time adverse-event detection on live social conversations.

Claim consistency checks across web, email, and social channels.

Conclusion

MLR review management is often painted as a necessary evil, but it doesn’t have to slow you down. By combining automation, integrated workflows, and actionable analytics, MarketBeam turns compliance into a strategic asset. Marketing teams publish faster, compliance teams sleep better, and leadership gains the assurance that every post is both impactful and defensible.

Ready to see how MarketBeam can streamline your MLR process? Schedule a demo today and watch compliance move at the speed of social.

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Take the first step towards maximizing your social media reach. Sign up for a free trial of MarketBeam's Social Media Reach Calculator today

Calculate Your Social Media Reach and Growth For Free

Calculate your Social Media Reach for Free here! Social media is an undeniable powerhouse for brand awareness, engagement, and lead generation. However, measuring the effectiveness of your social media efforts goes beyond just follower count. Understanding social media reach is crucial for gauging the true impact of your content and optimizing your strategies.

This comprehensive guide delves into the world of social media reach, explaining its significance, methods for calculation, and strategies to maximize it. We’ll also introduce you to a valuable tool – the MarketBeam Social Media Reach Calculator – to simplify the process and empower you with data-driven insights.

What is Social Media Reach?

Social media reach refers to the total number of unique users who have seen your content on a specific platform within a given timeframe. It’s distinct from impressions, which count every instance your content is displayed, even if the same user sees it multiple times. Reach tells you the size of the potential audience for your social media posts, giving you a sense of how visible your content is and how many people you’re reaching with your message.

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Social Publishing Meaning

Social media publishing is the process of strategizing, planning, creating, scheduling, and distributing your social media content across a variety of social media platforms, forums, and blogging sites.

Social media has revolutionized the way we consume information and interact with brands. In 2024 social publishing has emerged as a powerful tool for businesses to connect with their audience, build brand awareness, and drive engagement. This comprehensive guide delves into the world of social publishing, exploring its various facets, benefits, and the tools to elevate your social media strategy.

Social Publishing: Beyond Just Posting

Social publishing goes beyond the simple act of posting content on social media platforms. It encompasses a strategic approach to content creation, distribution, and engagement across various social networks. Here’s a breakdown of the three main types of social publishing:

Curated Content: Sharing valuable content created by others expands your reach and provides diverse perspectives for your audience.

Original Content: Develop unique and engaging content that resonates with your brand identity and target audience. This could include blog posts, infographics, videos, or user-generated content.

Interactive Content: Encourage audience participation through polls, contests, quizzes, or live sessions. This fosters a sense of community and boosts engagement.

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This blog highlights the importance of social media automation for businesses. It covers what social media automation is, its benefits like

Social media has become an indispensable marketing channel for businesses of all sizes. However, maintaining an active and engaging presence across multiple platforms can be a daunting task. This is where social media automation shines.

What is Social Media Automation?

Social media automation involves using tools and technologies to automate repetitive tasks associated with social media management. These tasks can include:

Scheduling posts: Ensure a consistent flow of content without manually publishing each piece.

Managing engagement: Respond to comments and messages in a timely manner, even outside of business hours.

Analyzing data: Gather and analyze key metrics to understand audience behavior and campaign performance.

Benefits of Social Media Automation:

Increased Efficiency: Free up valuable time for strategic planning and content creation.

Enhanced Consistency: Maintain a steady content flow and brand presence across platforms.

Improved Engagement: Respond to inquiries promptly and participate in conversations with your audience.

Data-Driven Decisions: Gain valuable insights to refine strategies and optimize content for better performance.

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MarketBeam's platform equips MSOs with comprehensive tools, AI-driven strategies, and industry expertise to overcome challenges, comply with

MarketBeam steps in as a leading solution provider, offering a comprehensive suite of marketing tools and services specifically designed to empower MSOs. MarketBeam’s platform recognizes the unique challenges faced by MSOs and equips them to develop and execute data-driven, targeted marketing campaigns that generate measurable results.

Tailored Strategies for Industry-Specific Needs

One of MarketBeam’s core strengths lies in its ability to tailor marketing strategies to the specific needs of MSOs operating in various industries. Here’s a closer look at how MarketBeam caters to distinct industry requirements:

Healthcare: Understanding the stringent regulatory environment of healthcare, MarketBeam ensures that marketing campaigns for healthcare MSOs comply with HIPAA regulations and other industry standards while fostering patient engagement.

Life Sciences: Similar to healthcare, MarketBeam assists life sciences MSOs in creating compliant marketing campaigns that resonate with healthcare professionals while maintaining industry best practices.

Finance and Banking: MarketBeam’s solutions empower MSOs in finance and banking to build trust and credibility through targeted marketing initiatives that prioritize data security and regulatory compliance.

Technology: In the fast-paced technology sector, MarketBeam equips MSOs with the tools and strategies to position their clients as industry leaders by emphasizing innovation and thought leadership through content marketing and social media engagement.

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"Discover the power of social amplification and unlock your digital influence. Our comprehensive guide explores effective strategies, indust

Social amplification has emerged as a powerful weapon for businesses and individuals. By utilizing its potential, you can amplify your message, engage your audience, and ultimately, achieve greater influence. This guide delves deep into the world of social amplification, exploring its intricacies, effective strategies, and industry-specific applications, empowering you to conquer the digital realm.

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How to use the Power of Social Media in the Pharmaceutical Industry?

Historical Restrictions on Pharmaceutical Content

In the early days of social media, pharmaceutical companies faced stringent restrictions on the type of content they could share online. The FDA’s regulatory framework, aimed at ensuring public safety and preventing misleading information, posed challenges for marketers in the pharmaceutical sector. Companies had to navigate complex rules regarding the promotion of prescription drugs, including limitations on discussing specific drug benefits and risks in online platforms.

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What is MarketBeam?

MarketBeam is an all-in-one social media management platform that empowers businesses to streamline their social media presence. It helps you:

Craft engaging content with easy-to-use creation tools.

Schedule and publish across all your social channels in one place.

Amplify your reach by leveraging employee advocacy.

Track performance with detailed analytics to measure success.

Why buy MarketBeam? It saves you time and effort by managing everything in one platform. Plus, it helps you:

Safeguard your brand: Ensure only approved and compliant content gets posted. (Especially crucial for regulated industries)

Boost engagement: Reach a wider audience and spark meaningful conversations.

Optimize your strategy: Gain valuable insights to tailor content and maximize results.

MarketBeam simplifies social media and empowers you to achieve your marketing goals.

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