Speaking the NHS’s language – What Value-Based Procurement means for Med-Tech brands
Value for money
As part of the Government’s drive to improve productivity across the NHS, this year sees the continued rollout of its pivotal Med-Tech Strategy, with Trusts actively moving from a ‘cheapest‑first’ mindset to a ‘patient‑first’ approach in how they assess and purchase medical devices. This creates a real opportunity for the providers of premium, outcome‑driven technologies – provided they can demonstrate value against specific clinical, operational, and procurement needs.
Metrics matter
In a value‑based environment, measurable outcomes are the currency of decision‑making, and the surest route to credibility. Trusts want evidence of clinical effectiveness, improved patient safety, and long‑term savings. They want to see how innovation reduces variation, streamlines workflows, and supports care delivery. But it’s not just about having the data; it’s about translating it into insights that map directly to Trust‑level pressures and pathways. Brands that can quantify their benefit - and present it in a way that feels credible and relevant - will be the ones that stand out to NHS buyers who are under pressure to deliver more with less.
Plot twist
The shift fundamentally changes how Med-Tech brands need to market themselves. Traditional product‑led messaging isn’t enough; procurement teams are looking for proof, not promises. That means using strategic storytelling to turn health‑economic data, real‑world evidence, and validated outcomes into clear, convincing narratives. It also means framing products beyond their technical attributes and presenting them as complete solutions that align with the NHS’s priorities of productivity, efficiency, and better patient care.
Sharper selling-stories
Demonstrating meaningful benefit against multiple criteria can be complex. With so much to address and lots to convey, value stories need to work hard to tick all the boxes without losing impact. Information must be clinically robust, but easy for NHS stakeholders to interpret. Assets must be engaging, digestible, and tailored to the needs of decision-makers. Done well, they should grow confidence, giving procurement teams a reason to say yes.
Nobody said simple was easy
Clear creatives and concise copy may look simple, but they’re far from straightforward to produce – which is where strong creative partnership becomes a strategic advantage. High‑impact visuals, structured storytelling, and well‑designed evidence summaries can transform complex information into a compelling value proposition. Whether it’s a procurement‑ready slide deck or a MoA (Mechanism of Action) animation, design can play a critical role in driving differentiation and helping your product resonate.
Show, don’t tell
As the NHS continues to prioritise value over price, Med-Tech brands need to communicate their impact with clarity, confidence, and credibility. At Gosling, we specialise in turning complex data and technical innovation into standout communication that can support informed decision‑making and help your offer speak for itself in a value‑driven market.
