What To Include On Medical Device One-Pager And What To Leave In The Deck (Updated)

One of the toughest parts of medical device marketing is that your audience has zero free time and a triple-digit email backlog. Investors, physicians, and healthcare administrators often do not have the ability to go through your deck, white paper, or spec sheet. Enter the one-pager.

A medical device one-pager is a one-page brochure that informs decision-makers about the device, its significance, and the problem it addresses. A focused, well-written one-pager demonstrates that you understand their time is valuable and that your device has real-world impact. It builds interest without overwhelming them, and it gives them an easy next step if they want to learn more.

Since you have limited space on a medical device one-pager, it is important that you maximize the impact of your copy. Many teams strengthen this first impression by pairing the one-pager with a simple comparison sheet that highlights how the device performs against alternatives without overwhelming the reader. Short and sweet.

Here is what to include in your one-pager and what to leave to your longer-form content:

How One-Pagers Fit Into the Hospital Buying Workflow

Medical device one-pagers move through several hands and each reader looks for different information. A clear, well-structured one-pager makes it easier for your internal champion to circulate your device through the buying committee without extra explanation:

• Clinical Champions: Surgeons, nurses, and department leads use the one-pager to confirm your device solves a real clinical problem. They need fast relevance and a clear reason to advocate for it internally.

• Procurement & Value Analysis: Once interest is sparked, procurement uses your one-pager as an early reference. They look for category clarity, workflow impact, clinical rationale, and potential cost considerations before requesting full documentation.

• Hospital Administration: Administrators often receive the one-pager during committee reviews or budgeting cycles. They want quick clarity and operational value without technical complexity.

• Distributors & Sales Reps: A strong one-pager gives reps consistent, accurate messaging during calls, demos, and trade shows. The information needs to be reliable enough to use even without clinical or engineering support on hand.

These touch points also highlight why your one-pager must differ from deeper materials like spec sheets and clinical data summaries. Here's how to use each document:

• Your spec sheet supports technical evaluation.

• Your clinical data sheet validates safety and outcomes.

• Your one-pager gets buyers interested enough to look at both.

• Your comparison sheet shows buyers how your device performs against competitors

What Makes a One-Pager Effective in Clinical Environments

Device teams often underestimate how little time clinicians have to absorb information. O ne-pagers respect this reality and present information in a way that mirrors how clinical and operational stakeholders think. One pagers need to be:

• Designed For Skimmability: Clinicians scan first, so your one-pager needs clear headings, concise benefits, and clean organization.

• Built Around Clinical Priorities: Different stakeholders value different things, so speak directly to accuracy, safety, workflow, or cost depending on the reader.

• Focused On Workflow Impact: Show how your device fits into existing systems with simple, practical language about setup and use.

• Grounded In Outcomes, Not Features: Prioritize measurable clinical or operational improvements over technical descriptions.

When you structure your one-pager around how hospitals make decisions, your message becomes easier to understand, easier to advocate for, and far more likely to move forward.

What To Include In A Medical Device One-Pager:

Your one-pager has a simple job: Make people care about your medical device, quickly. You don’t need to say everything. You just need to say the right things in the right way:

1. Start With Your Elevator Pitch: Say what the device does, who it’s for, and why it matters in one single sentence. No throat-clearing. No mission statements. Just one clean line that tells the reader, “This applies to my patients, my workflows, or my department.”

   
   

2. Define The Clinical Problem You Solve: Frame the challenge from a real-world perspective, not a theoretical one. What pain point are providers or patients dealing with? Where do current solutions fall short in accuracy, speed, safety, or cost? Set the stakes.

   
   

3. Explain How It Works (Briefly): Don’t bust out the schematic diagram. You just need 2–3 lines that explain the core mechanism in plain English. Enough to intrigue, not to teach a course.

   
   

4. List The Best Features: Highlight 3–5 high-impact benefits. Think outcomes, efficiencies, comfort, or cost savings. Bullet format works well here, but keep it short and concise. Remember, decision makers are likely only going to skim. So focus on highlighting the main benefits. 

   
   

5. Provide Proof: Pick your strongest stat or credential. Maybe it’s FDA clearance. Maybe it’s hospital adoption. Maybe it’s trial data that actually says something. Just make sure it gives your reader a reason to trust what they’re reading.

   
   

6. Give Them An Action: Don’t fade out with “Learn more.” Learn more does not support the buyer journey. Give them something to do: 

• Scan this code. 

• Request a demo. 

• Download the data. 

• Send this to procurement. 

Provide actionable steps that keep them in the conversation with your brand. 

What Not To Include In A Medical Device One-Pager:

One page means just that. If the info doesn’t help someone quickly understand what your device does or why it matters, it’s taking up space better used for something useful. Save the backstory, the mission statement, and the team photo for the pitch deck. Right now, your job is to spark interest, not tell the whole story.

1. Focus On Relevancy: You don’t need to explain when you were founded or how passionate you are about innovation. That’s great, but not what this page is for. Save it for the next conversation.

   
   

2. Skip The Wall Of Specs: If it looks like a spreadsheet, it’s not going to get read. Choose one or two technical details if they truly matter here, and put the rest in your full product sheet.

   
   

3. Don’t Bury The Lead In Buzzwords: Your first sentence should not include three acronyms and a phrase like “clinical-grade interoperability.” Readers want clarity, not corporate jargon soup.

   
   

4. Resist The Urge To Prove It All: You don’t need to validate the entire device lifecycle on a single page. One strong proof point beats six crowded paragraphs of “see appendix.”

   
   

5. Make It Readable: If a sentence slows people down or sparks a debate on what it means, it doesn’t belong on your one sheet. Every line should land clean and fast. If your one sheet needs a second pass, it needs a rewrite.

   
   

6. Don’t Just Impress, Connect: The right words don’t just inform. They build trust. When your copy is clear and grounded, you make it easier for busy decision makers to say, “This is exactly what we need.”

A one-pager isn’t supposed to tell your whole story. It’s there to help busy decision-makers understand what you do in 30 seconds or less. If that part lands, they’ll read your deck, look at your spec sheet, and happily hop on a Zoom with your engineers where you can fill in the rest. 

Regulatory Considerations When Writing One-Pagers

A strong one-pager uses your cleared or approved language for regulatory complaince . No implied indications, no unsupported claims, and no positioning that outpaces your evidence. Always:

• Ensure your benefits match your FDA-cleared indications or 510(k) summary.

• Avoid suggesting diagnostic or therapeutic outcomes that are still investigational.

• Keep trial statistics consistent with your published or submitted data.

• Distinguish clearly between laboratory performance and clinical performance.

• Avoid statements that imply superiority unless you have validated comparative data.

Regulatory complaint messaging not only prevents actions, it also communicates to buyers your product quality.

Formatting and Design Best Practices for MedTech One-Pagers

Design plays an outsized role in whether busy stakeholders absorb your message. When you're creating your product one sheet:

• Use a clean layout with clear hierarchy

• Avoid dense paragraphs or cluttered graphics.

• Include one strong product image, not a collage.

• Keep your benefits grouped, concise, and visually scannable.

• Make your CTA “findable”

• Ensure consistency with your spec sheets and clinical documents

• Use white space intentionally so the eye knows where to go.

  
  

Good design doesn’t decorate the information, it supports faster comprehension.

How to Measure Whether Your One-Pager Is Working

A one-pager isn’t a static asset. It’s a tool you can evaluate and improve based on how buyers respond. You can measure performance by tracking:

• Demo requests after distributing the one-pager.

• Trade show engagement, including scans, downloads, or follow-up conversations.

• Procurement follow-through, especially if your one-pager is forwarded internally.

• Rep utilization rates because if reps avoid using it, it needs refinement.

• Lead quality, based on the questions buyers ask after reading it.

When a one-pager works, you know immediately:

Clearer conversations, faster evaluations, fewer misunderstandings, and more movement toward trials and purchasing cycles.

You already have a product that can get their attention. We help shape your message so your one-pager does the same.

With more than 25 combined years in med tech, we know how to edit for busy medical professionals who only have 30 seconds before their next call. We’ll focus your message around what they actually need to see to want to learn more. If you want both a polished one-pager and a comparison sheet that helps buyers evaluate your device quickly and confidently, our team offers both in a package starting at $2,500.

Contact our medical device writers at Borrowed Pen now to learn more.