Product launch
Centinel Spine
The launch brochure for FLX, its 3D printed titanium implant, plus the product catalog and a competitive landscape for the sales team.
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Medical device and MedTech marketing for device companies and OEMs
Launch and grow your device with a marketing team that speaks MedTech.
Strategic advisors and a full marketing team, in one. We help you launch, grow sales and show your board the results.
Some of the device companies and OEMs we’ve worked with
- Acron Medical
- Amendia
- Attune Medical
- Biedermann Motech
- Biomatlante
- Clariance
- ControlRad
- EPF
- GE Walker
- Get Set Surgical
- HIFU USA
- HT Medical
- Integrity Implants
- Percuvision
- SonaCare Medical
- Spectrum Spine
- Woven Orthopedics
The problem
A great device doesn’t sell itself.
Surgeons
They don’t have time to learn about one more device.
Hospitals
They want proof before they say yes.
Distributors
They need a reason to push your product over the others in their bag.
Meanwhile, your team is stretched thin and your board is waiting for numbers.
From our work
Examples of devices we’ve helped launch.
Product launch
Unify Medical
We built the launch website that explains their new device to US surgeons and books demos. University Hospitals Cleveland Medical Center now uses SurgiSight in surgery.
Read the press release ↗Our plan
Our plan is simple.
Every month you get a report you can show your CEO or your board. Every quarter, we review the plan and the results with your leadership.
1We audit
We look at where you stand today: your message, your website, your search results and your sales tools.
2We listen
We sit down with your leaders until we clearly understand your goals, your buyers and your numbers.
3We plan
We build the plan to reach those goals with MT-7, our Framework for Growth. Dates, owners and budget. You approve it.
4We execute
Our team does the work every week. You follow it on a shared Gantt chart, with a weekly and a monthly action report.
Launch plan: your first 12 monthsShared with your teamMaster framework
This is our master framework, and your plan is made to measure. We cut every Gantt for one company: your products, your buyers, your shows, your budget and your dates. No two of our plans look alike.
Strategy with your leadershipLaunch toolsLaunch and leadsNumbered moments you approve or launch
Month
123456789101112
Strategy with your leadershipMonth 1 to 3, then every quarter
Kickoff and the shared planYou + MTM
Message, website and sales tool auditsMTM
Buyer profilesYou + MTM
Launch message and positioningYou + MTM
Quarterly strategy reviewYou + MTM
Launch toolsMonth 2 to 5
Product brochure and sales deckMTM
Launch website and demo request pageMTM
Surgeon education contentYou + MTM
Distributor kitMTM
Launch and leadsMonth 5 to 12
Launch show: before, during, afterYou + MTM
Surgeon and distributor outreachYou + MTM
Social and newsletter, every monthMTM
Press releases and Digest interviewMTM
Google AdsMTM
Weekly action reportMTM
Monthly action report and reviewYou + MTM
1Plan signed off
2Sales tools approved
3Website live
4Launch show
- 1Plan signed off
- 2Sales tools approved
- 3Website live
- 4Launch show
How to read it. Each row is a workstream and each bar is when it runs. The tag on the left says who owns it: us, or you and us together. The numbered lines are the moments you approve or go live.
What it means for you. You always know what is happening, when, and who owns it, without managing the details. This framework shows how a device launch usually runs, with dates turned into months.
How we build your plan
See how MT-7 works, in eight minutes.
MT-7, our Framework for Growth, builds your plan in seven steps, always in the same order:
- 1Buyer personaTargeting
- 2Brand messageYour story
- 3Brand identityValues
- 4Content marketingSolutions
- 5Marketing engineInterconnection
- 6Lead generationTargeted content
- 7Analytics and ROISuccess
Where we can help
Pick what you need right now.
Launch a product
We plan the launch, write the message, build the website and bring in your first buyers.
Product launches →Raise money
We write your investor deck and one pager, so investors understand your device and your plan.
Brand and messaging →Rebrand after an acquisition
We turn several companies into one brand, one message and one website.
Brand and messaging →Find more customers
We reach the buyers on your list and book meetings with them.
LG6 lead generation →Not ready to talk yet? Start with a free audit
How do your buyers see you online?
Within 5 business days: where you stand next to two or three competitors you know, the three problems that cost you most, and what to fix first. Then a 30 minute call.
Free for medical device companies and OEMs.Thank you. Your free audit is underway. Within 48 hours, a short report lands in your inbox: where you stand next to two or three competitors you know, the three problems that cost you most, and what to fix first. We’ll reach out to set up a 30 minute call to go through it together.
Get your news in front of the industry.
We founded The MedTech Digest to cover the people building MedTech. When you have news worth telling, we pitch it to the editors. They decide what runs.
Free monthly newsletter. Interviews, industry news and MedTech marketing.
Featured interviewDouglas Carroll, President and CEO of Unify MedicalSix MedTech exits, and now a wearable digital surgical microscope. Read the interview ↗
SubscribeArticlesOne WorldArtificial IntelligenceInterviewsEditorial BoardSubmit an Article
Experts in Motion interviewHow a 101st Airborne Veteran Turned Six MedTech Exits Into a Wearable Digital Surgical MicroscopeApr 30, 2026Recent Interviews
MedTech InterviewsThe VA Had One Microscope. She Stopped Waiting.
MedTech InterviewsThe Microscope Was Never Coming to the ASC
MedTech InterviewsHospitals Are Losing Surgeons. Hellstern medical Built the Fix
MedTech InterviewsPredictable Setups, Reliable Execution: David Holdford on Building IOS
MedTech InterviewsFrom Leipzig to the OR: How REALISTS Is Bringing Spine Simulation to the US
MedTech InterviewsThe Microscope Is in Another Room. Again.
Experts in Motion interview
Douglas Carroll, President and CEO of Unify Medical
The VA Had One Microscope.The Microscope Was Never Coming to the ASCWith device teams
At the booth, in the studio and on set with device companies.
Swipe or scroll for more. Tap a photo to open it.
FAQ
Questions buyers ask us
Do you work with startups or established OEMs?
Both. We work with startups getting ready for a first launch or a raise. We also work with established OEMs that launch new products, enter new markets or merge companies.
Can you work alongside our marketing team?
Yes. Some clients use us as their whole marketing department. Others use us next to their own team for one project, like a launch or a website.
Are you a strategy firm or an agency?
Both. Guillaume and our senior team advise your leadership on positioning, launches and where to invest. Then our team does the work every week: writing, design, web, video, PR and lead generation.
How do you handle FDA and FTC rules?
We only use claims your regulatory team has approved. We stay within the uses your device is cleared for. Every claim has evidence behind it before anything goes out.
How do you report results?
You get a weekly and a monthly action report, and a shared Gantt chart you can open any time. Every quarter, we review the plan and the results with your leadership.
Do you only work in orthopedics and spine?
No. Orthopedics and spine is our deepest specialty. We also work in robotic surgery, concussion assessment, radiation oncology, imaging and other areas of MedTech.
How fast can we start?
Book a 30 minute call. Afterward, we send you a short summary of what we would do first and a start date.
Book a strategy call
Guillaume ViallaneixFounder and President
Guillaume ViallaneixFounder and PresidentLet’s talk about what you need next.
A 30 minute call with Guillaume. He has 26 years in MedTech, including 14 as an executive on the OEM side.
- 30 minutes with Guillaume Viallaneix
- His honest view of where you are
- The first three things we would do
Not ready for a call? Get a free audit of your digital footprint
Prefer email? [email protected] · +1 (321) 946 1303
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