Article
A value proposition says who the device is for, what problem it solves and why it beats what they use today. Here is a five-step way to write one.
By Paul O’Reilly
A value proposition for a medical device is one or two sentences that say who the device is for, the problem it solves for them, and why it is a better choice than what they use now. Write a separate one for each audience, because a clinician, a procurement lead and a patient each care about different things.
What should a medical device value proposition include?
The audience: one named role, not “healthcare professionals”.
The problem, described in their words.
What the device does about it, within its intended purpose.
The proof: evidence you can show today.
The alternative: what they do now, and why changing is worth the effort.
How do you write one, step by step?
List everyone who influences the decision: users, budget holders, procurement and patients.
Talk to five to eight people in each group before you write anything.
Draft one statement per audience using the template below.
Check every claim against your approved claims and the instructions for use.
Test the drafts with the people you interviewed, and keep the wording they repeat back to you.
What does a simple template look like?
For [audience] who [problem], [device] is a [category] that [what it does]. Unlike [current alternative], it [main difference], shown by [evidence].
What does a worked example look like?
Take an invented product: a wearable heart monitor used in GP practices. For the practice nurse, the statement might be about fitting time, because the patient applies the patch at home. For the practice manager, it is about appointments freed up. For the patient, it is about comfort and getting on with the week. It is the same device with three different statements. This example is made up to show the method, and each claim would need its own evidence.
What are the common mistakes?
One statement for every audience.
A list of features with no problem attached.
Claims the evidence does not yet support.
Writing it in a meeting room without speaking to customers.
How long should a value proposition be?
One or two sentences per audience. If it needs a paragraph, the thinking is not finished.
Is a value proposition the same as a tagline?
No. A tagline is a few words for the public. A value proposition is an internal working statement that your tagline, website and sales materials are built from.
This is marketing guidance, not regulatory advice. Check every claim with your regulatory team before it is used.