The Medical Innovation Institute (MII) is an organization revolutionizing the digitalization of healthcare systems by supporting the development of innovative MedTech and BioTech technologies. In its latest report, “HealthTech Startups in Practice: Lessons from Pilots in Medical Facilities”, created in collaboration with Come Creations Group, the Institute summarizes the key challenges and opportunities facing young technology companies in the medical sector. This document marks a significant step towards building a more innovative and effective healthcare ecosystem in Poland and Central Europe.
About the Medical Innovation Institute
The Medical Innovation Institute (MII) is an organization focused on accelerating digital transformation in healthcare. Its primary mission is to support the development of MedTech and BioTech tools that not only enhance the work of medical professionals but also bring tangible benefits to patients. The Institute provides comprehensive support for medical startups, helping them transform innovative ideas into market-ready products.
Additionally, MII engages in research and development projects, leveraging the latest advancements in artificial intelligence, data analytics, and biomedical engineering. The Institute’s mission is to shape the future of healthcare through breakthrough innovations and technologies, ultimately raising medical care standards worldwide.
As Come Creations Group, we had the pleasure of not only being partners in their latest report, HealthTech Startups in Practice: Lessons from Pilots in Medical Facilities, but also actively contributing to its final version by supporting the creative process and sharing our PR expertise, culminating in the report’s media distribution.
The Challenge
The first challenge was determining the format of the report. The extensive knowledge and experience possessed by the experts at the Medical Innovation Institute made it possible to create multiple reports, which, however, would not have yielded satisfactory results. After several weeks, we successfully defined the main objective and assumptions of the report, making it a valuable knowledge source for both emerging medical innovations and those considering certification of their solutions. This allowed us, as an agency, to craft a well-structured press release and compile a media distribution database.
From the outset, we were aware that communicating a medical report comes with numerous challenges that can impact the effectiveness of the message. Ensuring clarity was crucial—medical reports often contain complex terminology and statistical data that require simplification without compromising their substantive value. Equally important was maintaining a high level of detail to prevent misinformation and misinterpretation.
Implementation and Outcomes
Tailoring the message to different audience groups—including medical experts and the general public—increased the chances of effectively reaching the right recipients. A major advantage was the preparation of graphics that enriched editorial publications and showcased the report’s professional presentation. As an agency, we focused on media outlets covering medical, business, startup, and technology topics, as they aligned perfectly with the content developed by the experts.
Monitoring audience reactions was also key to ensuring a smooth and positive distribution of the press materials and the report itself. We decided to issue a press release the day after the report’s launch, allowing us to freely distribute media materials following the initial readership. On the very first day, we gained coverage on the MamStartup portal. Subsequent publications appeared on Medonet, Polityka Zdrowotna, MedicalPress, Zdrowie.co, and our partner LabPlus.
Given that this was the first report on medical facility pilots conducted by startups in Poland, we see significant potential for future publications delivering further valuable insights. Media interest is growing, and there is still ample space for further exploration. The Medical Innovation Institute report is just the beginning—finally created and made public. This seemingly small yet highly significant step represents an important voice in advancing medicine and technology not only in Poland but across this region of Europe.
