Medtech marketing agency · B2B · London
B2B marketing agency: medtech pipeline
As a B2B marketing agency, medtech is a sector we build account programmes for: named hospital accounts, mapped buying committees and evidence your regulatory owners have approved.
GTM Quest plans the accounts, runs the campaigns and hands sales a clear next step, while your qualified people approve every product claim.
We start the motion on day one and build the system around it in weeks 1 to 4.
Reviewed by GTM Quest · 27 October 2026 · 6 sources linked below
How a medtech programme runsaccounts first
- 01First accounts contactedDAY 1ACCOUNTS · CONVERSATIONS
- 02Committee and evidence mapWEEKS 1 TO 2ROLES · APPROVED CLAIMS
- 03Campaigns built around itWEEKS 1 TO 4ABM · LINKEDIN · EVENTS
- 04Handoffs and reportingMONTHS 2 TO 3SALES · REVIEW
When the motion startsDay 1
01/ who buys
Who decides on a medical technology purchase? a committee, not a contact
Forrester's 2026 buying research found the typical business purchase now involves 13 internal stakeholders and nine external influencers.
Module 01 / 05
Clinical users
The clinicians who will use the device want to know how it fits their procedure, their training and their patients.
Module 02 / 05
Procurement
Procurement teams want to know the buying route, the framework or tender, and how the total cost compares with what they use today.
Module 03 / 05
Finance
Finance wants the budget line, the payback case and what changes elsewhere in the pathway if the device is adopted.
Module 04 / 05
Digital and IT
For connected devices and software, digital teams want integration, data protection and support answers before anyone signs.
Module 05 / 05
Executive sponsor
A senior sponsor needs a short case that links the purchase to a priority the organisation already has.
That is why we map every role on a target account before we write a campaign, as our guide to hospital buying committee mapping explains.
02/ the work
What a B2B marketing agency for medtech does six parts of one programme
01
Account selection
A named list of hospital groups, clinics or distributors where your product has a real use, with the reason each one is on it.
02
Buying committee maps
Every known role on each account, the roles still unknown and where each fact came from.
03
Evidence matrix
Each buyer question matched to an approved asset, its owner and its review status, so nothing unapproved reaches a clinician.
04
Campaigns
Account-based marketing, LinkedIn, events and outreach aimed at the same accounts at the same time.
05
Sales handoffs
Account context, engagement history and an agreed next action, written down before a rep picks up the conversation.
06
Reporting
Coverage of each committee, evidence requests and opportunity progress by account, not vanity totals.
If you want the account-based part on its own, see our medtech ABM agency guide.
03/ the UK route
What shapes medtech marketing in the UK? five bodies your buyers listen to
Marketing cannot skip the regulatory and procurement facts your buyers check first.
Module 01 / 05
MHRA
The MHRA's guidance on regulating medical devices sets out what manufacturers need to do to place a device on the Great Britain, Northern Ireland and EU markets.
Module 02 / 05
NICE HealthTech
NICE HealthTech guidance evaluates digital technologies, diagnostics and medical devices, and NHS decision makers use it for commissioning and procurement decisions.
Module 03 / 05
NHS Supply Chain
NHS Supply Chain's supplier pages cover how suppliers are awarded to frameworks, its tender process under the Procurement Act and its work on value based procurement.
Module 04 / 05
ABHI
ABHI, the UK HealthTech association, says it represents 400 members in a sector that employs 158,500 people and contributes £44.2bn in turnover.
Module 05 / 05
Advertising rules
CAP Code rule 12.1 says objective claims must be backed by evidence, and medical claims may be made for a medical device with the applicable conformity marking.
NICE says its HealthTech guidance is used by NHS decision makers for commissioning and procurement, and NHS Supply Chain describes a shift from cash releasing savings to value based procurement.
Our guide to selling to the NHS covers the buying routes in more detail.
04/ how it runs
How a medtech marketing programme runs motion first, system around it
Start with real accounts
We contact the first named accounts with approved material while the full map is built, so you learn from real replies straight away.
Map committees and evidence
We map each account’s buying committee and match every buyer question to an approved asset and its owner.
Build the programme around it
Account lists, signals, LinkedIn, events and outreach are built around the conversations already running.
Hand off, report and scale
Sales receives written handoffs, you see progress by account, and we scale what works or hand it over.
05/ claims
How should product claims move through a campaign? approved before they travel
Module 01 / 05
Source
Every claim starts from the evidence your qualified owners hold, not from a headline someone liked.
Module 02 / 05
Approval
Your regulatory and medical owners approve the wording; GTM Quest never approves clinical or regulatory claims.
Module 03 / 05
Asset
The approved wording goes into one asset with a version number and a review date.
Module 04 / 05
Channel
Campaigns reuse that exact asset in email, LinkedIn and event material, so the claim never drifts.
Module 05 / 05
Handoff
Sales receives the same approved version, so the rep repeats what marketing published.
The CAP Code requires objective claims to be backed by evidence, which is why approval sits before every channel.
06/ the guides
Medtech marketing guides one question each
Each guide answers one part of the medtech go-to-market question.
07/ channels
Which channels reach a hospital account? several, aimed at the same names
Module 01 / 05
Account-based marketing
Account-specific messages for each committee role, coordinated with sales.
See our ABM agency page.
Module 02 / 05
Posts and ads aimed at the people on your account list, so names recognise yours before outreach arrives.
Module 03 / 05
Conferences
Meetings booked with target accounts before the event, not badge scans collected during it.
Module 05 / 05
Sales follow-up
A written handoff so the rep starts from what the account has already seen.
No channel works alone in medtech, because no single person signs the purchase.
08/ compare
Medtech marketing agency or the alternatives? who holds the work
Pick a comparison.
→ Medtech buying needs account plans and approved evidence, not volume.
→ Prove the motion with us, then hire into it through our GTM recruitment agency.
09/ where to start
Where should you start? pick your situation
What is true today?
Go-to-market
Plan the route first
Start with our medtech go-to-market strategy guide, then the account list.
15 minutes · video or phone
Book 15 minutes on your medtech pipeline
Tell us which accounts you want and where deals stall. We will tell you what we would run in the first week.
- 0115 minutes, video or phone
- 02A first-week account plan
- 03A written next step after the call
Pick a day that suits · live availability
10/ questions
Medtech marketing FAQ
What medtech commercial teams ask before they hire an agency.
It plans and runs marketing aimed at the organisations that buy medical technology: account selection, buying committee maps, approved evidence, campaigns and sales handoffs.
No. Your qualified regulatory and medical owners approve claims; the agency builds and distributes the approved assets.
Yes.
We are based in London and work with medtech teams selling into the UK, Europe and the US.
We start the motion on day one and build the system around it in weeks 1 to 4.
It depends on scope.
We scope and quote in writing after a 15-minute call.
Often, because a small number of accounts carry most of the value and many people influence each purchase.
See our medtech ABM agency guide.
Taking on new clients
B2B marketing agency for medtech teams
Fifteen minutes is enough to plan the first week.
12/ sources
Every source on this page
Each figure above links to one of these. All were opened and checked on 27 October 2026.
- Forrester's 2026 buying researchforrester.com
- MHRA's guidance on regulating medical devicesgov.uk
- NICE HealthTech guidancenice.org.uk
- NHS Supply Chain's supplier pagessupplychain.nhs.uk
- ABHIabhi.org.uk
- CAP Code rule 12.1asa.org.uk