Medtech brands must work hard to build trust in an age of misinformation

However, companies must navigate these challenges while still driving innovation. The stakes are high: public trust, clinical adoption, and – ultimately – patient care.

Walking the tightrope

Medtech faces a complex challenge with regulations like GDPR in the EU, which governs personal data use. According to the European Commission, 92% of EU consumers express concerns over how their data is used. In healthcare, where the personal stakes are higher, trust becomes non-negotiable.

The trust challenge intensifies as medtech companies must balance technological advancements with regulatory compliance. A 2023 McKinsey report found that 63% of patients are skeptical about how their health data is used to train AI models. While AI and robotics hold the potential to revolutionize patient care, uncertainty around their ethical use is a barrier.

The fear of dehumanisation in healthcare compounds the issue. This concern represents a fundamental responsibility for medtech firms to bridge the gap between innovation and maintaining human-centered care.

Experiential impact

Experiential marketing offers a powerful tool to address these concerns. By creating immersive, hands-on experiences, medtech companies let healthcare professionals and patients engage directly with new technologies through live product demonstrations, interactive exhibits, or virtual reality experiences.

At DKOU, Europe’s largest orthopedic conference, Zimmer Biomet showcased its innovative solutions through an immersive exhibit featuring interactive workstations, VR surgical simulations, and dynamic digital displays.

Healthcare professionals could directly engage with the technologies, transforming complex medical innovations into tangible, accessible experiences. This approach not only educated attendees but also reinforced Zimmer Biomet’s reputation for transparency, credibility, and ethical leadership.

According to the 2025 Freeman Trust Report, 95% of professionals trust a brand’s expertise after attending a live event, and 94% believe in the brand’s honesty. This statistic becomes even more powerful when applied to something as sensitive as healthcare.

Zimmer Biomet’s strategic use of live events, including at DKOU, highlights how such engagement can address both ethical concerns and technological skepticism, building stronger connections.

In the medtech sector, where trust is hard-earned, the level of engagement gained through live experiences is invaluable. It’s not just about brand visibility; it’s about creating lasting impressions that build credibility and trust.

A Bain & Company 2020 survey revealed that 72% of consumers remember live events long after they’ve occurred. For medtech companies, this stickiness matters, especially when they’re navigating concerns around data privacy and ethical practices.

In an era in which misinformation spreads easily and public skepticism is high, experiential marketing offers a way to cut through the noise. It provides a platform for brands to showcase not only their products but also their ethical commitment to transparency and patient care.

Trust as a KPI

Trust will be the defining metric for success in life sciences over the next decade. For life sciences companies, investing in immersive, human-centered experiences is not merely a marketing tactic but a strategic imperative to demonstrating transparency, quality, and long-term innovation.

According to Accenture’s 2022 Digital Health Report, 80% of healthcare professionals believe that interactive, direct engagement is the best way to build trust. In today’s climate, experiential marketing isn’t just a trend, it’s a necessity.

George Murgatroyd of Medtronic noted recently, at WIRED Health, that the industry is shifting “from Blockbuster to Netflix” – from mass-market treatments to personalised, on-demand solutions. The same is true for life sciences marketing, which must embrace tailored, interactive experiences that feel timely, relevant, and real to their audiences.

By integrating these more innovative and empathetic marketing strategies, brands can not only build trust, they can sustain and protect it. In doing so, they’ll position themselves in this age of misinformation as responsible, human-first stewards of healthcare innovation. The brands that win won’t just lead with tech, they’ll be emotionally intelligent, transparent, and trusted.