01 / Brand
German brand voice and tone
Your global brand adapted to German hospital convention — factual, clinically precise, free of hype, and consistent with your home-market identity.
Module 3 of the plug-and-play solution
Hospital marketing that lands with German heads of department — and stays MDR-compliant.
German hospital communication is a language of its own: factual, clinically precise, regulatorily cautious. We adapt your global brand to German hospital convention — and review every claim in-house against HWG, the German law on advertising in healthcare, MPDG and Art. 7 MDR.
- German brand adaptation
- MEDICA
- Trade PR
- MDR review
- Hospital materials
The problem
Marketing without hospital language and MDR review goes nowhere — or ends in a cease-and-desist letter.
Translating US or Asian home-market materials one to one into German runs into three traps:
- Tone reads like a sales brochure rather than a clinical publication.
- Claims become vulnerable under the German healthcare advertising act (HWG) and Art. 7 MDR.
- Clinical endpoints are not recognised in German DRG logic — the diagnosis-related group system that sets hospital reimbursement — so the product ends up priced against its cheapest alternatives.
Conventional marketing agencies do not solve this. They produce visually good material without regulatory sensitivity and without any connection to a working German field team.
HWG Heilmittelwerbegesetz — the central legal boundary of hospital communication in Germany
Art. 7 MDR The prohibition on misleading statements — relevant to every single claim
MEDICA Germany’s most important MedTech congress, held annually in Düsseldorf
Clinical tone Factual, authoritative, evidence-led — no buzzwords, no marketing filler
The solution — Module 3
Five disciplines for adapting a brand to German hospitals.
We adapt your global brand to the German hospital register, produce MDR-reviewed materials and coordinate with the field team inside your own company, so that every hospital conversation starts from the same position.
02 / Materials
Clinical communication materials
Product brochures, instructions for use, training documents, study summaries and case documentation — in German, reviewed against the regulatory framework.
03 / Congress
MEDICA and congress presence
Stand concept, materials, meeting logistics with hospital decision-makers, pre- and post-show communication. Coordinated with Module 7 for the pre-MEDICA campaigns.
04 / PR
Trade PR and study communication
Clinical data from the Board of Experts (Module 6) is carried into the German trade press, symposium contributions and white papers.
05 / Review
In-house MDR review
Every statement about efficacy, safety or clinical benefit passes an Art. 7 MDR review. HWG compliance is systematic, not an afterthought.
Where we differ
Why not a German marketing agency without a MedTech focus?
Visual quality alone is not enough. German hospital communication has to hold up legally, sound right and end up in the hands of a field team.
| Aspect | Marketing agency without MedTech focus | Marketing at MEX |
|---|---|---|
| Hospital language | Generic B2B marketing | Factual, clinically anchored, fit for a head of department |
| MDR and HWG review | Not part of the offering | In-house review of every advertising claim through Module 2 |
| Link to sales | Materials with no connection to the field team | Aligned directly with the arguments your field team uses |
| Study communication | Gloss instead of clinical evidence | Study data from the Board of Experts carried into the trade press |
| Result | Handsome brochures with no clinical effect | Material that actually gets read in hospital procurement |
Heads this module
Jörg Saborowski
Founder and managing director of MEX. Over 27 years he has adapted the hospital marketing register for more than a dozen foreign medical device manufacturers — from Zassi Bowel Management to NanoVibronix UroShield. He owns brand adaptation, material production and MEDICA preparation.
German hospital communication is not a translation problem. It is a question of register — and, in every claim, a regulatory question.
How does your brand communication read when a German hospital reads it?
We review your existing materials against German hospital convention and HWG/MDR compliance — and give you a concrete adaptation plan.
Request a materials audit Frequently asked questions
What clients usually want to clarify.
- Do you take on the German brand management as well, or only the materials?
- Both. Brand management is the precondition for consistent materials. We adapt the global identity to German hospital convention without breaking it.
- How is MEDICA preparation organised?
- We coordinate the stand concept, the materials and the meeting logistics. The digital pre-show campaign runs through Module 7 (Digital Authority). Booking usually happens four to six months before the show.
- Are the advertising claims HWG- and MDR-compliant?
- Yes. Every statement passes the Art. 7 MDR review through Module 2 (Compliance). We reduce claim risk systematically.