QT GROUP: FRAMING THE FUTURE OF MEDTECH INNOVATION
To turn Qt Group from a software tool provider into a strategic partner for the MedTech industry, I led a collaborative global thought leadership campaign that addressed key challenges the sector faces, such as regulation, user experience, and cybersecurity. Working closely with their head of marketing, product marketing and digital distribution experts, we developed a campaign with omnichannel storytelling, including winning assets such as a vision paper, deep-dive articles, and a hero video with featuring insights from experts from Siemens Healthineers and Simon-Kucher.\u00a0
Thought Leadership Strategist, Editorial Lead, Narrative Designer, Multimedia producer
2024
Delivered via Aspidistra - The Nordic B2B Thought Leadership Agency
WHERE WE STARTED
Establishing thought leadership in a highly regulated, risk-averse industry such as MedTech presented four key challenges:
- Tool provider vs strategic partner
Qt Group possessed deep technical capabilities in software development, but needed to elevate its brand perception to be seen as a C-suite visionary partner in healthcare.
- Complex industry friction points
Medical device manufacturers were struggling with critical challenges: strict regulatory landscapes, gaps in software usability for patient care, and escalating cybersecurity risks.
- Conservative market dynamics
Healthcare technology is inherently risk-averse, making it difficult for technical brands to drive forward-looking conversations without sounding promotional.
- Need for external validation
Establishing genuine authority required moving beyond internal product marketing and bringing independent industry experts into the conversation.
HOW I HELPED
I designed the strategy\u00a0 for the thought leadership campaign and led end-to-end execution:
- Thought leadership & narrative framework
Conceptualised a three-pillar narrative strategy—Navigating Regulation, Bridging the UI Gap, and Cyber Resilience—designed to solve macro industry headaches.
- Editorial direction & journalistic fact-finding
Acted as editorial lead and interviewer, gathering insights from regulatory consultants, healthcare researchers, and software executives at major medical device firms.
- Vision paper narrative
Conceptualised and edited the forward-looking vision paper, “From Conservative to Bold: How MedTech is Transforming Itself”, mapping out MedTech industry transformation scenarios toward 2030.
- Hero video direction
Led the narrative structure for the flagship documentary-style video on healthcare innovation, featuring high-level experts from Siemens Healthineers and Simon-Kucher.
01 / FLAGSHIP CAMPAIGN VIDEO
TOWARDS PATIENT-CENTRIC INNOVATION
A documentary-style hero video bringing together C-level perspectives from Siemens Healthineers, Simon-Kucher, and Qt Group to explore how technology is reshaping medical device software, keeping patients at the heart of new innovation.
02 / VISION PAPER: FROM CONSERVATIVE TO BOLD
A forward-looking 2030 outlook paper mapping out transformation scenarios and software design imperatives for healthcare leaders.
03 / EDITORIAL ARTICLE SERIES
THOUGHT LEADERSHIP ARTICLE SERIES
Developed and edited a series of in-depth editorial deep-dives published across Qt Group’s channels. The articles brought independent expert insights to key industry friction points—exploring connected health cybersecurity, regulatory compliance intelligence, and the direct impact of medical device UI/UX on patient care.
