MEDTECH EUROPE

The challenge:

MedTech Europe is the European Association representing all the actors of the medical technology industry. It was founded in October 2012 through the merger of two members: EDMA, representing the European in vitro diagnostic industry and Eucomed, representing the European medical devices industry. Since its foundation, the two members of the Association were effectively ‘cohabiting’. A formal marriage was set for a vote in December 2016 by the thirty members of the MedTech Europe board. The positive outcome of the vote would see the need to present a new positioning and communication strategy for the Association. The challenge of this exercise was to identify what these distinct organizational cultures had in common.

What transpired:

Although each organization had a distinct corporate culture, modelling their combined excellence revealed that they complemented each other beautifully. While Edma was characterized by rigor, discipline, a strong science base with a high level of specialization, Eucomed proved to be open and curious with a high level of innovation leading to a very diverse and broad range of technologies. The first was highly committed and dedicated to persevering in their specialized world, while the latter was ambitious and willing to change. One was organically agile and organized towards the interior, while the other was hierarchical and organized towards the exterior. Together they could build new capabilities and skills in both partners. One that helps produce new ideas, opportunities, and new outcomes for MedTech Europe, its members, stakeholders, and broader community.

The result:

By bringing to the surface the strengths of both organizations and highlighting how they are congruent, MedTech Europe was able to fully realize how they could cover the full healthcare continuum and add value to this continuum at many different levels. The modeling process was thereafter instrumental in strengthening the internal alignment. The combined identity was unanimously approved by the MedTech Europe Board and formed the foundation for the Association to meet three priority goals: ensure all stakeholders understood the Association’s new role, ensure alignment and clear communication to members and staff, and ensure the Association’s communication was fully aligned with its core identity.