Promoting technology at a medical university isn’t just about increasing the visibility of innovative solutions — it’s a crucial step in establishing partnerships with companies that can help commercialize research.
The first step in building a technology promotion strategy is analyzing the potential of existing resources — the inventions. This assessment helps identify research projects with the potential for implementation in clinical or industrial practice. For each technology, a tailored communication strategy is developed, taking the target audience into account. In practice, this means that the promotion of an innovative diagnostic device will differ from that of a new medical data analysis platform.
Another key element is preparing clear and concise information in the form of an offer that includes essential details such as: a description of the innovation and its application, the benefits of implementation, the technology readiness level (TRL), and potential collaboration models.
The next steps involve active promotion and networking by organizing and participating in industry events, innovation fairs, and B2B meetings, where scientists’ achievements are showcased. Online promotion also plays a vital role, including through the university’s website, technology transfer platforms, and social media channels.
Promotion aimed at commercialization — and ultimately, implementation — will be effective when the technologies offered meet key criteria such as:
- Practicality: The technology should address real market needs.
- Maturity: The higher the technology readiness level (TRL), the greater the chance of attracting interest.
- Testing Opportunities: Companies often expect access to prototypes or preclinical research results.
- Collaboration Flexibility: Various models are preferred, ranging from licensing to joint research and development projects.
Promoting university-developed technologies is a multi-stage process that requires cooperation, commitment, and a well-defined strategy.