Words to Avoid in Your Medical Marketing Communication

There are quite a few words you need to avoid

There are many ways to differentiate a medical device and make it stand out. But too many companies choose to use the same words to do so.

Here’s a newsflash: Prospects like investors, physicians or hospital administrators will probably not find these words as meaningful or exciting as you do, because they have heard them over and over again.

Here are the first 10 words to avoid when you create your next medical device marketing materials:

There are quite a few words you need to avoid

There are many ways to differentiate a medical device and make it stand out. But too many companies choose to use the same words to do so.

Here’s a newsflash: Prospects like investors, physicians or hospital administrators will probably not find these words as meaningful or exciting as you do, because they have heard them over and over again.

Here are the first 10 words to avoid when you create your next medical device marketing materials:

1. Breakthrough
2. Cutting-edge
3. Leading/leader
4. Partnership/partner
5. Innovative
6. State-of-the-art
7. Groundbreaking
8. Unique
9. Powerful
10. Best

Why avoid these words?

The main problem is that these words, frequently called gobbledygook, are used every day in the marketing communication materials of nearly every aspiring medical device or life science company in the industry. This means that not only does your company use them, so do your competitors. The fact is that they do not contribute to building the company’s story nor its value proposition and they will not add to the prestige of your device. Since everyone is using them, they become empty and may even minimize your main medical marketing communication messages.

words to avoid / shutterstock