Why trust remains the primary driver of medical device adoption
By Paul Jarman, CEO, EatMoreFruit
In an era of cutting-edge surgical robotics and AI-driven diagnostics, it’s tempting to believe clinical outcomes alone dictate the success of medical devices.
But data tells another story: trust continues to be the single most important determinant of adoption.
According to a 2024 McKinsey survey, 83 per cent of hospital decision-makers cite “brand credibility and trust” as a top factor influencing new device procurement decisions, ahead of cost savings and even clinical performance.
In a market where global medtech spending is forecast to reach $595 billion by 2027, the stakes couldn’t be higher.
For investors, trust is an asset.
Devices that command clinician confidence often see 20-30 per cent higher valuation multiples in transactions, according to Bain’s 2024 MedTech Deal Report.
In this light, trust isn’t just a market imperative; it’s a tangible lever of enterprise value.
The Three Pillars of Trust
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Clinical endorsement
Peer influence matters.
Studies show 58 per cent of clinicians are more likely to trial a device endorsed by respected colleagues or KOLs, making structured peer engagement campaigns critical.
One recent example: the launch of a non-surgical intrauterine fibroid treatment in the UK used both patient-centred messaging and clinician storytelling to challenge the dominant surgical paradigm.
Branded under the theme ‘Treat Smarter with Sonata’, the campaign emphasised the technology’s incisionless benefits and economic value.
Early adopters were mobilised to co-create authentic video content. Their voices – credible, clinical, and compassionate, helped translate complex technical benefits into patient-centred outcomes.
The result? A campaign that cut through the noise, reshaping perceptions of fibroid treatment by combining lived clinical insights with a powerful, trust-driven narrative.
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Patient narratives
Patient stories cut through where data alone cannot.
A 2025 Healthcare PR Benchmark found patient-led campaigns increased positive sentiment by over 40 per cent, directly impacting prescribing behaviours.
We saw just that when our global health tech company received NICE Guidance for its advanced wound dressings used in high-risk caesarean births.
By focusing on the rich patient story, we were able to inform clinical decision makers about the impact and outcome of wound care choices on high-risk patients in a powerful and emotive way.
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Transparent communication
Transparency breeds long-term loyalty. In an age where clinicians and procurement teams can instantly fact-check claims, overpromising is more damaging than underplaying.
Decision-makers increasingly expect access to not just clinical trial results, but also real-world evidence, safety data, and health economic outcomes.
Being transparent also means acknowledging the appropriate patient populations and clarifying where a device may not be the optimal choice.
Far from weakening a brand, this honesty signals maturity, builds credibility, and positions the company as a trusted partner rather than just a vendor.
Building Trust Through Strategic Communications
At EatMoreFruit, we help medical device companies weave trust into every stage of their go-to-market strategy. That means:
- Amplifying clinical data through thought leadership and expert media engagement.
- Spotlighting authentic patient experiences across owned and earned channels.
- Preparing robust risk communications plans that showcase preparedness and honesty.
“Trust isn’t built in a press release, it’s earned through consistent, evidence-led storytelling,” says Paul Jarman, CEO of EatMoreFruit.
“Our mission is to turn technical milestones into trust-based narratives that drive adoption.”
Want to learn more? Get in touch with us today.
