Medical Device Presentation Design Best Practices for MedTech Sales Teams

If you do a Google search on medical device presentation design, you're going to come across articles that talk about making your healthcare presentations more visual, less wordy, and avoiding cluttered slides. While all of this is 100% accurate, there's another level of medical device presentation design that modern MedTech sales teams need to consider. This level goes beyond the actual design itself and encompasses thinking like an architect, rather than a graphic designer. It also involves looking at your medical device presentations from the perspective of your healthcare sales cycle, rather than just as a "company deck."

In this article, we will examine the old approach to medical device presentation design and compare it to the modern way for MedTech sales teams. We'll also explore how smart healthcare presentation design can make selling your medical devices more efficient for your medical device sales teams, and paint a better picture of your MedTech brand to prospective healthcare professionals.

Obsolete Medical Device Presentation Design: 5 Problems with Traditional Healthcare Presentation Design

If you've been in medical device sales long enough, you've likely heard the expression, "just send them the company deck." It's an old phrase that assumes all healthcare buyers are the same and one medical device presentation is all that's needed to close a deal with a healthcare facility. If that's your MedTech company and it works, awesome. But for most of us in medical device sales, our cycle is long and requires multiple touchpoints with healthcare professionals before closing a deal. Therefore, reassessing the design of your medical device sales presentations must be well thought out.

Let's look at the 5 major problems in traditional medical device presentation design thinking:

1. Too Much Focus on the Medical Device Company

Traditional medical device presentation design tends to take a "me" approach, focusing solely on the MedTech company, its medical devices, and its achievements. This approach neglects the healthcare buyer and their needs and misses the opportunity to put the healthcare professional into the medical device story and see themselves using your technology.

2. Not Personalized for Healthcare Audiences

Personalization in medical device presentations goes beyond simply adding the healthcare facility's logo on the cover slide. To truly engage prospective healthcare professionals, medical device presentations need to show that the MedTech seller understands their clinical workflows and how the medical device can improve patient outcomes.

3. Overemphasis on Medical Device Features

Traditional healthcare presentations often emphasize the medical device features and specifications, which typically results in long lists of bullet points. This feature-focused approach can lead to cluttered medical device presentations that overwhelm healthcare buyers who care more about clinical outcomes than technical specifications.

4. Poor Medical Device Storytelling

Storytelling can be a powerful tool in medical device presentations, but traditional designs focus on a linear approach, rather than one that weaves in a strong narrative to help engage healthcare professionals and convey a memorable story about how the medical device improves patient care.

5. Lack of Clinical Visual Impact

Traditional medical device presentations often rely on generic stock imagery rather than compelling clinical visualizations. This can make it challenging for healthcare professionals to quickly understand how the medical device works in their specific clinical environment. Additionally, using generic imagery can make your MedTech brand appear indistinguishable from competitors.

Creating a Medical Device Presentation System That Speaks to Modern Healthcare Buyers

As we mentioned earlier, the concept of the company deck is outdated for medical device companies, and it's time to focus on building healthcare presentation systems that align with and cater to the healthcare buyer's journey while standing out from medical device competitors.

As medical device presentation designers, we need to approach this with a different mindset, one that is akin to that of a UX designer rather than a traditional designer. Building a medical device presentation system is similar to building a healthcare website. It requires a thorough understanding of different healthcare buyer scenarios and the creation of organized medical device presentations that cater to their clinical needs.

Let's break it down into two steps:

Step 1: The Medical Device Presentation Architecture

The first step is to think about the architecture of the medical device presentation system. It is crucial to involve all key stakeholders in this process, including medical device sales, marketing, clinical affairs, or anyone else who can provide valuable insights into understanding the healthcare buyer's mindset throughout the medical device sales process.

For this phase, we typically use programs like Figma, which allows for online wireframing and collaboration within the MedTech organization. Here, we create a schematic of the medical device sales cycle, including the initial touchpoint with healthcare facilities, necessary follow-up clinical presentations, medical device validation, ROI demonstration for healthcare administrators, medical device demos, clinical outcome visualization, and proposal delivery to healthcare purchasing committees.

In this phase, we consider all potential touchpoints throughout the medical device sales cycle, so we can start mapping clinical messaging and healthcare content to each interaction with healthcare professionals.

It is important not to leave anything out in this phase. There are no wrong answers, and we suggest putting everything on paper, digitally or otherwise. Take a step back and revisit the plan in a few days, and perhaps bring in different medical device sales reps from your organization to get their opinion. Validate if this healthcare presentation structure meets their needs when they're selling your medical devices to healthcare facilities.

We can't stress enough that it is critical to have full alignment between medical device sales and marketing before moving on to the next step of building out your healthcare presentations.

Step 2: The Medical Device Presentation Build

Now that we have our medical device presentation architecture in place, we can put our UX hat to the side and put our designer hat back on. From this point, we like to look at building medical device presentations as designing a clinical education documentary. The power of storytelling in medical device sales stories must take a healthcare buyer through a very specific narrative about improved patient outcomes and leave them wanting to see how your medical device performs in their clinical setting.

Here are 5 tips that we implement in our medical device presentation design process:

1. Keep Medical Device Presentations Short

We believe the right length for a medical device presentation is between 10 and 12 pages. It's an optimal amount to keep healthcare professionals engaged and focused on your core clinical messaging. There's nothing worse than a healthcare buyer opening up a medical device presentation to find that there are 60 pages. You want your healthcare viewer to open your medical device presentation and visually see that this is not a massive time commitment.

2. Keep Medical Device Content Simple

For those selling complex medical devices, we understand that it's tough. You sometimes have to provide detailed clinical descriptions and long lists of medical device specifications. However, this is where healthcare presentation designers come in. You should be thinking about basic design principles. If you have a page cluttered with clinical data, simply break it into multiple pages. We'd rather our MedTech clients have multiple pages to convey medical device information rather than cluttering a page with too many thoughts and bullet points.

3. Keep Medical Device Presentations Customer-Focused

Your medical device presentation should be healthcare customer-centric, highlighting the specific needs and pain points of healthcare facilities. Nobody wants a generic medical device presentation. You need to make it a point to add personalization whenever possible for specific clinical environments, and this goes beyond simply adding a healthcare facility logo to your medical device presentation.

4. Keep Medical Device Presentations Engaging

When possible, move away from stock imagery for medical device presentations. In most cases, the healthcare presentation is the differentiator between you and your medical device competitors, and it's important that you find visual ways to explain how your medical devices work in clinical settings. This may require enlisting healthcare presentation designers with special skill sets such as medical animation, clinical illustration, or enhanced interactivity to help bring medical device features to life.

5. Keep Medical Device Presentations Relevant

Go big on clinical data and statistics in medical device presentations. We love using powerful visual clinical statistics to help enforce messaging about improved patient outcomes. This could be a statistic about the healthcare marketplace or how you've helped other healthcare facilities achieve success. Whatever it is, from a design perspective, try to accentuate these moments because they will help validate your medical device and, if designed right, can be visually appealing to healthcare professionals.

Designing for Healthcare Success: Finding the Right Partner for Medical Device Presentation Design

If you search for medical device presentation designers or healthcare presentation design agencies, you're going to come across many options, all of which have beautiful portfolios illustrating their design capabilities. However, it's important that prior to hiring a healthcare presentation design agency, you look for one that truly understands the medical device landscape and has a rich background in clinical content creation spanning from healthcare website design to medical device content creation.

As you begin to vet medical device presentation design partners and look at their portfolio of healthcare work, here are seven questions to ask to help find the right partner for your medical device presentation design needs:

1. What is your experience working with medical device companies?
2. Can you provide examples of medical device presentations you have created for healthcare clients?
3. How do you approach healthcare customer-centric design and personalization in medical device presentations?
4. What is your process for building out a medical device presentation system that supports the entire healthcare sales cycle?
5. How do you incorporate clinical data and statistics into medical device presentation designs?
6. What is your approach to presenting complex medical devices to healthcare professionals?
7. How do you measure the success of your medical device presentation designs with healthcare audiences?

With over 20 years of experience building healthcare websites and creating medical device content for startups to Fortune 500 MedTech companies, Nuvue has developed a process specifically tailored for medical device leaders. Our formulaic approach is built to scale and evolve as your MedTech organization grows. In addition, we bring a technological solution to the table that enables your medical device sales team to present your healthcare presentations with a click of a button, while providing your MedTech organization with rich insights into how your medical device presentations are performing with healthcare professionals and how your team is using them.

If you want to learn more about how Nuvue merges medical device presentation design and technology to help MedTech organizations present to healthcare professionals with clarity and efficiency, schedule your "Hello Call" today!

Page Title: Medical Device Presentation Design Guide | Healthcare UX

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Transform your medical device presentation design with healthcare-focused UX principles. Learn how MedTech companies create presentations that resonate with healthcare professionals.

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