The 2022 Medtech Executive Roundtable, hosted by LanguageWire, with a presentation by Avanti Europe, and organized by Slator, saw a group of senior regulatory and marketing executives from the medical device industry gather at the iconic FIFA Museum in Zurich on November 10, 2022.
Next to priceless football memorabilia just 10 days before the World Cup, marketing and regulatory executives from some of the biggest names in medical device manufacturing exchanged ideas on another milestone event, but in the medical device milieu.
The European Union Medical Device Regulation (EU MDR), which kicked in on May 26, 2021 after some delay, has naturally affected the activities of manufacturers and marketers of medical devices.
In his presentation on how to “De-Risk and Scale Medtech Marketing in the Age of MDR,” Avanti founder, Fabio Cirillo, outlined a medical device’s “journey of claims.”
Cirillo explained that ideation of a new medical device deals in general claims, which R&D seeks to refine, after which final technical claims are hammered out during design verification. This journey continues on through design validation, the crafting of advertisements, and claims monitoring over time.
The Avanti founder also tackled the challenges of working within rigorous regulatory frameworks, advertising best practices for medical-device digital marketers, and managing feedback from various social media channels.
After the presentation, a lively discussion ensued. Representatives from host LanguageWire, which holds an ISO 13485 for Medical Devices among other certifications, led the discussion.
LanguageWire’s Florian Steinert-Niewierra (Head of Business Development), Tatjana Terzig, (Customer Success Director), Stefan Kunz (Business Development Director), and the Medtech Roundtable attendees exchanged ideas on how to manage claims and other issues in a regulatory compliant way, including engaging patients on social media.
The delegates also talked about their experience in transitioning from the Medical Devices Directive (MDD) regime into that of the MDR — including changes around equivalence (i.e., demonstrating clinical safety and performance), unique device identification, and what constitutes a medical device.
Networking continued among the by-invite-only group over a light lunch, which capped the event as the late afternoon changed hues outside the museum’s glass walls.
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