The biggest takeaways from ECR 2025

This year’s theme, Planet Radiology, brilliantly captured the energy in the room. The industry is moving fast, and the next 12-18 months will be pivotal for many radiology brands striving to establish their market position.

It was clear that differentiation is no longer optional—it’s essential. As AI-driven solutions and new technologies rapidly evolve, standing out requires more than just great tech; it demands strategic positioning, targeted communications, and the right approach to content.

Here are three key themes for radiology brands who want to stand out.

1. Define your brand in a crowded market

The radiology sector is experiencing a period of innovation, with players developing similar AI-powered solutions. This means differentiation is critical—not just in product, but in brand positioning. For companies moving from funding rounds into commercialisation or scaling post-FDA (or equivalent) approval, securing market share will require a clear, consistent brand identity.

The market appears to be naturally streamlining, with companies that fail to define their value proposition at risk of being left behind.

A brand must not only be recognisable but also trusted. Reliability, expertise, and strategic storytelling will be the differentiators that set leaders apart in this fast-moving space.

2. Market expansion and strategic communications

Expanding beyond a home market is a common objective for radiology brands and, at ECR, many conversations centered around the best ways to position internationally. The focus wasn’t just on raising brand awareness but, more importantly, on building trust in new regions.

Success in new markets requires a tailored approach—understanding regional regulations, cultural nuances, and audience expectations. Businesses that assume a “one-size-fits-all” communications strategy often struggle, whereas those that invest in localised, research-driven messaging have a stronger foothold. This means optimising channels, refining tone of voice, and strategically choosing content formats that resonate with decision-makers in each market.

3. The power of content (and why the right partner matters)

One of the most striking themes from ECR 2025 was the growing awareness of content’s role in driving credibility and market presence. Companies of all sizes are investing in content—some handling it entirely in-house, while others split efforts between internal teams and external agencies.

A recurring challenge emerged – finding agency partners which truly understand the radiology sector. Many companies shared experiences of agencies that lacked industry knowledge, producing generic or inaccurate content that created more work for in-house teams instead of alleviating it.

It’s important to find a strategic content partner who understands your audiences, the market landscape, regulatory considerations, and competitive pressures.

ECR 2025 reinforced that understanding your industry inside and out is non-negotiable. The most successful brands in radiology will be those that not only innovate but communicate their value with clarity and confidence. Whether it’s crafting a compelling brand identity, navigating new markets, or creating impactful content, businesses need strategic partners who can help them stand out for the right reasons.

At Rationale, we inform our strategies with deep sector and market knowledge. We are brand storytellers, creatives and big thinkers who understand how to help brands thrive in competitive landscapes.

The future of radiology is unfolding fast. Will your brand lead the way?

Talk to our team to see how your strategy measures up.