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How to market a medical device in the UK

If you’re in the medical device industry, you know that marketing can be a challenging task. It can be hard to create an effective marketing strategy whilst adhering to regulations.

First, it’s important to understand the regulatory environment in the UK. Medical devices are regulated by the Medicines and Healthcare Products Regulatory Agency (MHRA). Before you can market your device in the UK, you must obtain a Conformité Européene (CE) mark. This mark indicates that your device meets all of the necessary safety and performance requirements for sale in the European Economic Area (EEA).

Once you have obtained your CE mark, you can start marketing your device in the UK. One of the most important steps in marketing your medical device is to identify your target audience. Who are the people who will benefit most from your device? What are their needs and challenges? By understanding your audience, you can tailor your marketing message to resonate with them.


Another important aspect of marketing your medical device is to highlight its unique features and benefits. What sets your device apart from others on the market? What problems does it solve? By emphasising the unique advantages of your device, you can help it stand out in a crowded market.


Once you’ve created a marketing strategy for your device, it’s important to keep in mind the regulations around advertising. PAGB is the UK trade association which represents the manufacturers of branded over-the-counter medicines, self-care medical devices and food supplements. Here are some rules they state to adhere to when marketing medical devices to maintain high standards.

The Important Bit

PAGB Rules & Regulations

  1. Ensure all advertising is identifiable as such; this could be done with the #ad or a sponsored post on Instagram. It is important that consumers know they are being shown an advertisement.
  2. Medical devices can be gifted. Content created as a result of gifting is not in PAGB’s remit unless there is an agreement for content creation. The recipient may need to make clear the item was gifted; CMA regulates this area.
  3. Required information must be clear and prominent to consumers. Required information could be qualifiers and disclaimers, verification signposts, e.g., ‘for verification see’ or survey details. Required information only needs to be included once, but make sure it isn’t covered by social platform features.
  4. Celebrities and health professionals can endorse food supplements and medical devices, but not medicines. Materials created in partnership with the brand should be suitably labelled, e.g., #ad, and material created should be compliant. Be aware that your brand has both medicines and medical devices; the individual should explicitly state the medical device only.
  5. Significant terms and conditions for competitions must be included on social media. This includes how to enter, the number and nature of prizes, starting and closing dates, main entry restrictions and a link to the full T&Cs.
  6. Targeting methods are recommended where possible. Advertising should not be aimed principally or exclusively at children; many platforms have age limits that are under 16. Consider your targeting methods, language and style.

By tailoring your marketing strategy to adhere to the these tips, you can help your device stand out in a crowded market and increase customer engagement whilst still following regulations!