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October 31, 2006
Securing media attention for medical devices
by MaryEllen O'Donohue
The billions of dollars in sales that stents have generated for device companies are driving new product development and luring more venture capitalists into the device business. These significant investments are generating increased media interest, specifically among specialty device reporters. As spending within this arena has become more vast, so has the number of reporters who have been assigned to cover this beat. Years ago, pr professionals could call upon 5 - 10 top-tier reporters dedicated to devices whereas now, we can call on 25 or so.
Device reporters must cover the scientific and business perspective of these products as well as the future of pipeline products. Like pharma/health journalists, we now see more and more device reporters attending major medical meetings such as AHA and ASCO, based on a heightened curiosity about devices and the role that they play within the pharmaceutical industry. Keep in mind that very often, a device is a collaboration between a pharmaceutical company and its own medical technology manufacturer. These partnerships are reinforced at medical meetings and via specific pr communications regarding the product. We've also recently learned that the smaller the device, such as implantables, the higher the level of interest among media due to the inherent product complexities designed to help save lives. High-science reporters help the "device story" along by taking it to a new level, wanting to explore new applications for or improvements upon existing products.
As science evolves, so does discovery. Devices represent an area of expansion worth paying attention to when it comes to diagnosis. Device reporters are all eyes and ears when it comes to new news in this arena as investors look for fertile financial opportunities and consumers look for new answers to age-old health-related concerns.
Posted by maryellen_o'donohue at October 31, 2006 03:28 PM
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