Medical device press releases have to do two jobs at once.
They need to make the news clear enough for journalists to understand quickly. They also need to avoid the kind of loose language that can create regulatory, legal, or clinical confusion.
That is the challenge. A device company may be announcing FDA clearance, a clinical trial, a product launch, a financing round, a conference presentation, or a new executive hire. Each is a valid PR opportunity. But the release cannot read like a sales brochure. In healthcare, precision earns trust.
Here is how to write one that works.
Start with the actual news
The first question is simple: what changed?
Did the FDA grant clearance? Did the company begin enrollment in a study? Did the device move into commercial launch? Did a hospital system adopt the technology? Did new clinical data show a meaningful outcome?
Do not lead with your mission statement. Do not open with “we are proud to announce” and then make the reader hunt for the news. Put the development in the headline and first paragraph.
A good example is this PRNewswire release from PorTal Access announcing FDA clearance for its FLEXI-PORT family of implantable vascular access ports. The lead quickly identifies the company, the FDA action, the product, and the clinical category. That is what reporters need first.
Match the wording to the regulatory status
Medical device language carries weight. “FDA cleared,” “FDA approved,” “investigational,” “commercial launch,” and “available” do not mean the same thing.
The FDA describes a 510(k) as a premarket submission used to show that a device is substantially equivalent to a legally marketed device. So if your device received 510(k) clearance, say that. Do not call it approval unless that is the correct pathway.
This matters because journalists may not know the difference, but your customers, investors, competitors, and regulators will.
Before you issue the release, have regulatory, legal, clinical, and marketing review the exact claims. Boring? A little. Necessary? Absolutely.
Use examples to choose the right angle
Here are several medical device press release angles, with published examples from PRNewswire.
FDA clearance announcement. Medtronic Diabetes announced FDA 510(k) clearance for its MiniMed Go Smart MDI system, clearly explaining what the system does and who it is intended to support. That release works because it does not just say “clearance.” It explains the practical patient and provider context.
Clinical trial milestone. EmStop announced the initiation of its CAPTURE-2 IDE clinical trial for an embolic protection system used in TAVR procedures. This is a useful model when the story is not commercial availability yet, but progress in evidence development.
Software as a Medical Device. UpDoc announced FDA clearance for a clinical AI platform described as Software as a Medical Device. This type of release needs special care because AI language can get vague quickly. The stronger approach is to explain the cleared use, the clinical setting, and the role of clinicians.
Product-specific clearance. PorTal Access announced FDA clearance for FLEXI-PORT implantable vascular access ports and included details such as configuration, intended use, and clinical setting. That gives the release substance without turning it into a spec sheet.
These examples work because the news is specific. They do not just say “innovative technology.” They say what happened.
Explain the device in plain English
Medical device companies often write for themselves. They use internal language, engineering shorthand, and clinical phrases that may be accurate but not useful to a general business or healthcare reporter.
Your release should answer:
- What does the device do?
- Who uses it?
- What patient or clinical problem does it address?
- What is new compared with the company’s prior stage?
- What can happen next?
You do not need to oversimplify the science. You need to translate it.
For example, “vascular access port” may be fine for a trade publication. But a broader release should briefly explain that the device supports long-term access to a patient’s bloodstream for treatment. One sentence can prevent confusion.
Put the strongest quote to work
Most medical device quotes say some version of, “We are thrilled.” That is wasted space.
A useful quote should add judgment, context, or perspective. It might explain why the milestone matters, what problem the company is trying to solve, or what the next phase means.
A CEO quote can speak to strategy. A clinician quote can speak to unmet need. A principal investigator quote can speak to the study design. Use each person for the role they can credibly play.
Do not use quotes to repeat the headline. That is how you lose a paragraph.
Include evidence, but do not overclaim
Medical device releases often mention clinical outcomes, usability, workflow, access, safety, or performance. Be careful here.
If you have published data, name the journal, conference, trial, endpoint, or study design. If the data is preliminary, say so. If the device is investigational, make that clear. If the release discusses a specific indication, stay inside that indication.
The best releases respect the line between communication and promotion. They inform without stretching.
Make it easy for journalists to follow up
A reporter covering healthcare technology may need more than the release. Include the right contact, not a generic inbox that nobody checks.
You may also want to prepare:
- Product images
- Device renderings
- Executive headshots
- A short backgrounder
- FDA clearance details
- Clinical trial links
- A plain-English FAQ
- Spokesperson availability
For structure, review this eReleases guide on what to include in a press release. The basics still matter: headline, lead, quote, supporting detail, boilerplate, and media contact.
Best practices for medical device press releases
Here is a simple checklist before distribution:
- Lead with the milestone, not the company story.
- Use the correct regulatory term.
- Explain the device in plain English.
- Identify the patient, clinician, or workflow problem.
- Support claims with data, status, or context.
- Keep quotes useful and specific.
- Avoid hype words such as “revolutionary” unless the facts truly support them.
- Include clear media contact information.
- Prepare visuals before sending the release.
- Get regulatory and legal review before distribution.
One more point: choose your audience before you write.
A release for medtech investors will not read the same as a release for hospital administrators, trade media, or local business reporters. The core facts stay the same. The framing changes.
The bottom line
A strong medical device press release is not louder. It is clearer.
State the milestone. Explain the device. Respect the regulatory status. Show why the news matters. Give journalists enough detail to understand the story and enough access to keep reporting.
That is how a device company builds credibility over time. Not with bigger claims, but with better communication.
Mickie Kennedy founded eReleases.com in 1998 after watching PR firms charge small businesses a $20,000 minimum for a single press release. For 27 years, he’s been closing that gap — distributing 150,000+ releases via Cision PR Newswire, serving 30,000+ clients including Manscaped, Squatty Potty, and 40+ Shark Tank brands, and generating $132M+ in earned media. A sought-after podcast guest and two-time Amazon bestselling author of Beginner’s Guide to Writing Powerful Press Releases and The PR Strategy Manifesto. Mickie holds an MFA in Creative Writing from George Mason University. Based in Baltimore, MD. LinkedIn