Insights
Analysis you can
check yourself.
Research for people running marketing and sales inside medical device, DME, and sports medicine companies. Every number traces to a source we pulled and checked. Every dataset is downloadable. Nothing here has to be taken on trust.
Ledger · Attribution for medical device and DME revenue
Which specialties do device manufacturers actually invest in?
Orthopaedic surgery takes 35.4 percent of device-related payments in the 2025 Open Payments file, but 75.3 percent of that is royalties and licences. Strip out royalties, licences, acquisitions and debt forgiveness and cardiology nearly draws level. Orthopaedics and cardiology together hold 27.0 percent of engagement spend, and cardiology receives the most individual payments.
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A UTM schema for manufacturers selling through distributors
Standard UTM tagging breaks in distributor channels because it forces the partner, the rep, the territory and the funding source into five fields built for one advertiser. This schema keeps utm_source to a closed list of platforms and adds six channel parameters, so co-op spend, rep-shared links and portal traffic each report cleanly.
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Ledger
Which rehab and sports-medicine device categories are the most crowded?
Soft-tissue fixation and over-the-counter TENS carry the most applicants, 37 and 36 in 2023-2025. The categories filling fastest are pneumatic compression massagers, from 7 applicants to 30, and muscle-conditioning stimulators, from 15 to 30. Nearly all of those applicants are new to the code, and most of the recent filings come from China.
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Lifecycle stage definitions sales will actually agree to
Sales agrees to stage definitions when every stage exits on evidence sales already produces: a named clinical champion, a signed evaluation, a committee submission date, a distributor of record. Default CRM stages cover none of those four. This stage model adds them, with an owner and exit evidence for each stage.
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Ledger
How many DMEPOS suppliers actually serve each state?
Far more than are based there. In 2024 Medicare data, the median state had 275 CPAP rental suppliers, from 66 in Hawaii to 1086 in Florida. But the average CPAP supplier drew orders from 4.04 states, and 7.65 for oxygen concentrators, so a state supplier count mostly measures suppliers reaching in from elsewhere.
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A page structure spec for answer-engine retrieval
A regulated product page gets cited when each section answers one buyer question in server-rendered text, the regulatory status carries its 510(k) number, and robots.txt treats search crawlers and training crawlers as separate decisions. This is a section-by-section template a web team can adopt, built from a teardown of 52 manufacturer sites.
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Ledger
What do device makers tell investors they spend on marketing?
Almost nothing labelled as marketing. Across 128 public device manufacturers with at least $10M in revenue, the median reports SG&A at 50.6 percent of revenue, but only 52 disclose advertising at all, and their median advertising line is 0.8 percent. The commercial cost of a device company sits in selling headcount, which filings do not break out.
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An audience architecture for reaching clinical titles on LinkedIn
Clinical titles are small populations. The US employs 30,500 athletic trainers and 9,390 orthotists and prosthetists in total, below the audience floor LinkedIn suggests. This architecture pools titles by role, splits clinical user from economic buyer and channel rep, uses exclusions sparingly, and names every cell so results can be read back.
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Ledger
Do device recall patterns differ by manufacturer size?
In frequency, sharply. In severity, barely. Of 510(k) holders with one clearance, 2.8% had a recall event in 2020-2025, against 92.3% of those with more than 100. Yet the Class 1 share of recall events sat between 5.1% and 12.5% in every size tier, with no trend. Bigger portfolios recall more often, not more seriously.
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A creative compliance checklist for regulated device ad copy
Every claim in a device ad should trace to a clause of the cleared Indications for Use or to competent and reliable scientific evidence before it ships. This pre-flight checklist runs ad copy, landing pages and LinkedIn creative through regulatory status, claim scope, substantiation and format checks. It is a review aid, not legal advice.
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Ledger
Where are new device competitors actually entering?
Total device clearances have barely moved in a decade, which makes the market look static. It is not. Underneath a flat total, Physical Medicine clearances grew 60.3 percent between 2016-2018 and 2023-2025 while Orthopedic fell 13.5 percent. Competitive pressure is redistributing, and category-level averages hide all of it.
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A lead-source schema that survives the distributor handoff
Lead source breaks in channel businesses because one field is asked to record two different things: who created the demand and who booked the order. This is a five-field schema that separates them, keeps the demand record immutable through fulfilment, and lets marketing-sourced pipeline reconcile against the revenue finance recognises.
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Ledger
Who actually generates the clinical evidence in your category?
Manufacturers sponsor about a quarter of registered interventional device studies. Academic and other non-commercial institutions sponsor nearly seventy percent, and their share is growing. Most of the evidence shaping how a device category is understood is therefore produced by people who do not work for any manufacturer in it.