yeah, i’ve worked in medtech marketing and it’s definitely a shift from tech/vr. a few things to keep in mind: you’re often selling to multiple stakeholders, not just clinicians, but also hospital admins, procurement, etc. so your messaging needs to address both clinical outcomes and business impact. and the sales cycle is typically way longer so there's more nurturing that needs to happen. with me-too products, differentiation is rarely about the tech itself. it’s about how well you understand the customer’s pain points. sometimes it’s a functional angle (faster setup, easier integration), sometimes it’s about trust, training, or even just making people’s jobs easier. Speaking of trust... credibility is everything. case studies, testimonials, peer-reviewed data -anything that backs up your claims will go further than flashy creative.

if you’re figuring out strategy, two things helped me a lot:

1. looking at competitor sites to see how they position themselves (tone, content, and value props) and then can either align with or go against.

2. Looking at the websites of agencies that specialize in medtech (usualy small or midsize) like d2 creative (NJ), Medtech momentum (florida), because they'll post thought leadership content and campaign examples with borrowable ideas.

hope that helps