Communications for German MedTech company DiaMonTech

DiaMonTech is a Berlin-based MedTech start-up developing innovative, non-invasive solutions for blood glucose measurement. With its groundbreaking technology, the company offers people with diabetes a pain-free alternative to the traditional finger prick. Despite its international relevance, DiaMonTech’s visibility in German trade and business media still had room to grow.

The challenge was to raise DiaMonTech’s profile and credibility among investors, trade media and the relevant target group. The €12 million funding round was to be supported strategically in order to showcase the start-up’s innovative strength and market potential. At the same time, the PR work had to communicate complex technical content in a clear and convincing way, so as to reach both MedTech experts and broader business audiences.

To position DiaMonTech in the market in a targeted way, our first step was to put the success of the funding round at the centre of the communications. The key challenge was that the round had been completed some time earlier. By strategically reframing the content, however, we picked up the momentum again, strengthened the topic’s relevance and linked it to current market developments and DiaMonTech’s technological progress. On this basis, we developed and placed a data-driven press release that was successfully published in leading business and start-up media, including Handelsblatt, Business Insider and VentureCapital Magazin. In addition, we placed interviews with the CEO and the founders to put the company’s vision, technology and medical added value into context and to position DiaMonTech as an innovative and trustworthy HealthTech start-up. Depending on the target outlet, we set different thematic priorities – from investment and growth perspectives in business media to technological and medical aspects in trade media – in order to maximise the relevance of the content and address top-tier media in a targeted way. As a result, interviews were placed in international trade media such as Horizon as well as in DACH-wide industry media such as Health & Care Management and Healthcare Digital. Finally, the focus shifted to communicating the study results, which demonstrated for the first time on a robust basis that DiaMonTech’s non-invasive blood glucose measurement works. This further strengthened the company’s technological credibility and lastingly underpinned its positioning as a pioneer in non-invasive diabetes diagnostics.

Within four weeks of the start of the PR campaign, DiaMonTech achieved significant results: more than 20 articles appeared in leading business, start-up and trade media, including Handelsblatt, Business Insider, Deutsche Startups and Medizin & Technik. The campaign reached a potential total audience of more than 50 million readers and visitors, with an earned media value of more than €90,000. Through the strategic placement of content in both tier-1 trade media and high-reach online publications, DiaMonTech’s brand awareness was lastingly increased. At the same time, the company was successfully positioned as an innovative and trustworthy HealthTech company in the German market.