AXREM and Highland Marketing partner to support diagnostic health tech industry

Published: 13-May-2024

UK trade association AXREM and health tech specialist agency Highland Marketing have formed a new partnership, to help support a sector that serves vital healthcare services

AXREM represents member companies that collectively provide UK hospitals with most of their diagnostic medical imaging technology, and radiotherapy equipment.

The association has seen substantial growth in recent years, with membership also including suppliers of health IT, AI and care equipment such as patient monitors. AXREM helps to facilitate cross industry dialogue on key issues affecting the sector.

Highland Marketing has become highly regarded as a champion of the health tech sector for more than two decades. The agency provides a full range of communications, content, marketing, research, and consultancy services, complemented by an influential advisory board with NHS CIO, CNIO and CCIO experience.

Highland’s team has extensive experience building brands and telling stories for health technology providers of all sizes. It has generated substantial media attention for the sector and has created countless headlines that demonstrate the positive impact of technologies within healthcare.

The new partnership will help to combine and leverage expertise across the two organisations, including the delivery of a webinar series around marketing best practice in the industry for AXREM members.

Sally Edgington, AXREM’s CEO, said: “Our members work closely with radiologists, radiographers, oncologists, and many other healthcare professionals throughout the UK to deliver technologies that make a meaningful difference to patient care. They have a powerful story to tell, and a great deal of expertise in areas of healthcare that are currently undergoing significant transformation. I look forward to working closely with Highland Marketing, who will no doubt have many valuable insights to share with our membership.”

Mark Venables, CEO for Highland Marketing, said: "The UK’s health tech sector is a thriving marketplace that plays a significant role in supporting the NHS and UK healthcare more widely. AXREM has built a strong reputation and represents a focussed and important part of that market – which we have already been fortunate to support. We look forward to collaborating and sharing expertise to help to spread the story even further.”

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