Your clinical evidence exists. Your marketing materials don't show it.
Feature-led brochures and outdated websites undermine the credibility of clinical champions at the moment it matters most, costing you competitive tenders that your evidence should win.
- steps
- 7
- steps
- to start
- 1 to 2 weeks
- to start
The short answer
Your evidence only sells if it answers the question each buyer is actually asking. List every paper, poster, audit and case series you have, match each one to a specific objection from consultants, theatre managers, finance and Medical Advisory Committees, then rebuild your one-pagers around those answers. Keep every claim inside your intended purpose and referenced, because private hospital buyers and clinicians check.
7 steps
Do it yourself: step by step
0 of 7 done
List every publication, poster, audit, case series, registry output and customer data set, with date, sample size, setting and the headline result
- Time
- 1 to 2 weeks
- Typical cost
- Internal time
- Who does it
- Clinical or medical affairs lead
Done when: A single spreadsheet holds every piece of evidence with a one-line result
This problem is Solvable.
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Evidence-to-objection map
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Evidence-to-objection map
Product: [name] Last updated: [date] Owner: [name]
| Buyer | Objection in their words | Best evidence | One-sentence answer | Reference | Within intended purpose? | Approved |
|---|---|---|---|---|---|---|
| Consultant | "Is it better than what I do now?" | [study] | [answer] | [author, journal, year] | Yes / No | [initials, date] |
| Consultant | "What is the learning curve?" | [ ] | [ ] | [ ] | ||
| Theatre manager | "Will it slow my list down?" | [ ] | [ ] | [ ] | ||
| Theatre manager | "How do we train staff and decontaminate it?" | [IFU, training data] | [ ] | [ ] | ||
| Finance | "What does it cost per case and what does it save?" | [cost data] | [ ] | [ ] | ||
| Medical Advisory Committee | "What is the safety record?" | [vigilance data, publications] | [ ] | [ ] | ||
| Patient (via consultant) | "What will my recovery be like?" | [PROMs, patient data] | [ ] | [ ] |
Evidence gaps
| Objection with no good answer | Possible way to close it | Owner | Date |
|---|---|---|---|
| [ ] | [audit with champion / registry data / health economic model] | [ ] | [ ] |
Rules for claims
- Every claim has a reference on file.
- No claim outside the intended purpose or instructions for use.
- State the setting and sample size when quoting a result.
- Regulatory lead approves before anything is printed or posted.
Avoid these
Common mistakes
- Leading brochures with product features when buyers ask about outcomes and cost per case.
- Quoting a headline result without the study setting or sample size.
- Making claims outside the intended purpose to sound more impressive.
- Giving finance and theatre managers the same deck as consultants.
- Leaving new publications off the website and sales materials for months.
Free personal check
Done by Paul Robinson, not software
I'll read your main sales one-pager against your evidence and show you what buyers will question
What I need from you
- Your main sales one-pager or brochure (PDF)
- Your homepage link
- The buyer you most want to persuade
What you get
- Claims that need a reference or rewording
- Evidence you have but are not using
- Objections the one-pager leaves unanswered
Within 2 working days
No sign-in, no sales call. I read every request myself and reply on WhatsApp.
Free tools
Check where you stand
Benchmarks
CAP Code section 12
Covers medicines, medical devices and health-related products. Medical claims for a device need the applicable conformity marking (UKCA or CE). Business-to-business ads are covered; only claims in media addressed solely to medical or allied practitioners are excluded
Source: ASA, The CAP Code
Paul Robinson
14 years in UK private healthcare
I solve this one for healthcare companies
Want a hand? I'll look at your situation and tell you the three things I'd tackle first.
A few quick questions, about two minutes. I read every one myself and usually reply the same day.
No sales call unless you ask for one. Just a straight answer from me.
I reply personally, usually the same day.
Questions
Frequently asked questions
What counts as evidence for a private hospital buyer?
Published studies, registry data, audits and well-documented case series all count. Buyers care most about outcomes in settings like theirs and about cost per case.
Can we use customer data in marketing?
Only with the customer's written permission, anonymised, and with the setting and numbers stated clearly.
Who should approve marketing claims?
Your regulatory lead, against the intended purpose, instructions for use and advertising rules. The CAP Code covers materials for theatre managers, finance teams and practice managers too. Keep a claims register.
What if we have no evidence for a key objection?
Mark it as a gap and plan how to close it, for example an audit with a champion. Do not overstate what you have.
How often should materials be updated?
Within a month of any new publication, and reviewed in full at least once a year.
Last reviewed:
Sources
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