Your company page posts and nothing happens. You post and it travels. We keep that going.
Book a Strategy CallYou've noticed the pattern. The company account posts something reasonable and it disappears. You post the same idea yourself and it gets shared, quoted, and raised at a conference three months later.
That's not an algorithm quirk. Buyers in this industry trust people, and they've been trained to ignore brands. Medtech is one of the strongest examples of it anywhere.
So the founder should publish. Everyone already knows that, and it still doesn't happen.
You start well. Three or four posts in two weeks, good responses, and somebody books a call off one of them.
Then a clinical issue lands. Or a board meeting. Or a raise. Four weeks go by, and when you come back the audience has moved on. Starting again feels like starting from zero.
Six months after that, somebody concludes content doesn't work in medtech. What actually happened is it never ran long enough to compound.
Writing was never the hard part. Continuing is.
LinkedIn ghostwriting, under your name. Written in your voice, from your ideas. Your audience never notices a change in who's holding the pen.
A newsletter with a real editorial line. One idea per issue, aimed at one buyer pain, on a schedule you can rely on.
Long-form that ranks. Search visibility on the terms your buyers use, feeding the same authority rather than sitting in a separate silo.
Podcast and video repurposing. Anything you record becomes written content, so the marginal cost of an idea drops to almost nothing.
A monthly report. What travelled, what didn't, and what we're changing next month.
We don't interview you for an hour and then guess.
We work from what you've already said. Recorded calls, past posts, podcast episodes, internal decks. And the way you explain the problem when a founder corners you at a conference, which is usually the best version of it.
Everything gets drafted for your approval, and nothing publishes without you seeing it. Once the system's running, most founders spend under thirty minutes a week on it.
Paid attention stops on the day the budget stops.
Published ideas keep working. A post from eight months ago still gets found, still gets quoted back to you, and it explains your category before a sales conversation even starts.
Your reps inherit all of that. Walking into an account where the buyer has been reading you for a year is a different meeting.
Founders and commercial leaders at device, diagnostics and digital health companies. You've got something to say and no time to say it.
You do need a point of view. We can shape it and give it a publishing rhythm, but we can't invent a perspective you don't hold.
So we're a poor fit for companies who want a ghostwriter to manufacture opinions from nothing. This audience spots that quickly, and it costs more credibility than it builds.
Content teaches a category. It can't invent one.
If your market can't yet name the problem you solve, publishing more won't move it. That's a medtech branding conversation, and we check which one you need before we quote.
MarketCraft is a medtech market engineering agency, founded by Omar Khateeb. Omar sold surgical robots into hospitals before he built the firm, and then he built his own audience exactly this way.
He hosts State of MedTech, a podcast past 400 episodes with the founders, investors and operators in this industry, and he publishes to a LinkedIn following of 48,500.
We run this system on his account daily. So you're buying something we operate, not something we describe.
A device company whose CEO started publishing weekly. We'll name them on the call.
Then in April he posted his own Q1 numbers, up 20% year over year, and listed market awareness among the reasons. He tagged us in it, unprompted.
We'd rather show you that post than make a claim about ourselves. Ask on the call and we'll send it.
"MarketCraft joined the board of investors meeting, they were very impressed by MarketCraft's results."
Lloyd Mencinger, CEO, Aqua Medical
Both words describe it. We'd call it publishing what you already believe, where your buyers are, without needing your calendar to allow it.
Under thirty minutes a week once it's running. More at the start, while we learn your voice.
That's the entire job. You approve everything, and a draft that sounds wrong gets rewritten rather than published.
Personal, mostly. In medtech the founder's account outperforms the brand account by a wide margin, and we mirror selectively to the company page.
Reach moves in weeks. Buyers referencing your content in sales calls takes a couple of quarters. This compounds rather than spikes.
Send us a recording of you explaining your category to somebody. We'll send back two drafts in your voice.
Thirty minutes. You keep the drafts either way.
P.S. If you've published before and stopped, that's the most common starting point we see. It's a scheduling problem rather than a talent one. The ideas were fine, and nobody was there to keep them going.