Issued by: The South African Medical Technology Industry Association (SAMED)

Issue Date: 17 September 2025

Closing Date: 17 October 2025

 

  1. INTRODUCTION AND BACKGROUND

The South African Medical Technology Industry Association (SAMED) was founded in 1985 as a not-for-gain voluntary industry association. SAMED represents the unified voice of the medtech industry in South Africa and serves as an institution for collaboration for its members and stakeholders. The organisation plays a critical role in promoting industry growth, advocating for improved policy and regulatory environments, and enabling patient access to innovative medical technologies.

SAMED’s core purpose is to support and advance a sustainable, ethical and transformed medical technology industry. The association engages with government, regulators, healthcare professionals, civil society, academia and international partners to promote innovation, support local manufacturing, and shape a health system that ensures universal patient access to high-quality, life-enhancing and life-saving medical technologies. SAMED also considers transformation and diversity as a fundamental imperative and works to provide members with tools and platforms that enable inclusive growth and economic empowerment.

  1. PURPOSE OF THE RFP

Our strategic vision is to partner with stakeholders in driving the medical technology industry to new frontiers and contributing towards a sustainable and equitable healthcare system in South Africa. SAMED is issuing this Request for Proposals (RFP) to identify and appoint a Public Relations and Communications company that will serve as its strategic partner. The purpose of this engagement is to develop and implement a comprehensive communications and PR strategy that aligns with SAMED’s broader organisational strategy. The association currently does not have a cohesive communications and PR plan that reflects its strategic direction and evolving priorities.

This RFP seeks to fill that gap by securing a partner who can articulate SAMED’s voice across platforms, craft compelling narratives, and build meaningful engagement with internal and external audiences. Interested agencies will be invited to attend a closed virtual briefing meeting where the full SAMED Strategy will be presented to provide context and align expectations.

  1. PROJECT GOALS AND OBJECTIVES

The overarching goal of this engagement is to position SAMED as the authoritative and credible voice of the medical technology sector in South Africa. The successful agency will work with SAMED to enhance its visibility and thought leadership and to communicate the association’s initiatives, impact, and value proposition to a broad range of audiences.

The primary objective is to establish SAMED as a trusted thought leader in medtech policy, ethics, transformation, and industry sustainability. This includes consistent advocacy for a medtech industry that is ethical, sustainable, and inclusive. It also includes highlighting SAMED’s work in regulatory advocacy, government debt recovery on behalf of members, implementation of the Medtech Master Plan, skills development, transformation, promoting the Medical Technology Code of Ethical Marketing and Business Practice, the Women Empowerment Index and the SAMED YES partnership. A secondary objective is to support membership growth by amplifying the value of SAMED’s work and relevance through a communication strategy that is both proactive and responsive to current and future circumstances affecting the medtech industry and its role/importance in terms of delivery of healthcare in South Africa.

  1. PROJECT OVERVIEW AND SCOPE OF WORK

The appointed PR and communications partner will be responsible for developing a comprehensive Communications and PR Strategy aligned with SAMED’s strategic pillars. This strategy should be actionable and results-driven, including a content calendar and stakeholder engagement plan. In addition, the agency will work with the SAMED Marketing, Communications, and Events Manager to develop a digital media content strategy with trackable metrics that aligns and complements the overarching communications and PR strategy. The content posting and execution will be managed by the SAMED Marketing, Communications, and Events Manager.  The partner must flag and prepare responses as needed for SAMED to build our public profile as an association. This should be both a proactive approach and responsive to issues brought to light that affect the Medtech sector and healthcare in South Africa.

Communication services will include supporting the SAMED Marketing, Communications, and Events Manager in drafting and editing SAMED’s Board and annual report, preparing strategic communications materials, and advising on crisis communication where needed. The agency will also assist with campaign development and provide messaging and toolkits to support stakeholder engagement and policy advocacy.

Content creation managed by the SAMED Marketing, Communications, and Events Manager will span multiple media, including thought leadership articles, press releases, newsletters, video and podcast scripts, and infographics. The agency will be expected to produce content that is aligned with SAMED’s brand and strategic priorities, as well as adaptable to different platforms and audience segments.

The agency will manage media relations by maintaining and updating a media database, issuing press releases, and arranging interviews and media engagements to amplify SAMED’s voice on relevant industry issues and events.

  1. TARGET AUDIENCE

The target audiences for this project are diverse and range from policy and regulatory stakeholders to industry members and the broader public. Primary audiences include policymakers, government officials, regulators such as the Department of Treasury, Health, DTIC, and SAHPRA, as well as healthcare professionals, medical technology companies, and current and prospective SAMED members.

Secondary audiences include civil society, patient advocacy groups, training institutions, the media, and international medtech stakeholders. A core function of the PR partner will be to tailor messaging and content for these specific groups.

  1. DELIVERABLES

The successful agency will be expected to deliver a finalised Communications and PR Strategy (including SOPs for agile approval and publication) that is reviewed and approved by the SAMED Board. This strategy will include a stakeholder engagement plan, a detailed content calendar, and performance metrics. Monthly content packs will be delivered to SAMED, including press releases, articles, newsletters, and social media templates. The SAMED Marketing, Communications, and Events Manager will assist with the identification and drafting of content for articles, newsletters, social media posts and press releases.

Quarterly reports assessing communications performance against agreed KPIs will be submitted. The agency will also take responsibility for drafting the SAMED Annual Report and providing media support during SAMED’s priority campaigns. Content support for podcasts, webinars, and video features will be expected as part of the deliverables.

  1. KEY PERFORMANCE INDICATORS (KPIs)

Applicants are required to propose performance metrics by which the success of their and the SAMED Marketing, Communications, and Events Manager’s efforts will be measured. These may include the number of earned media placements, engagement rates on social media, traffic growth to SAMED’s website, increased media mentions, improved sentiment tracking, audience reach, and qualitative feedback from key stakeholders. These indicators will form part of the agency’s regular reporting to SAMED.

  1. PROPOSAL REQUIREMENTS

Agencies responding to this RFP must submit a detailed proposal that includes a company profile highlighting relevant experience with similar industry bodies or healthcare clients. The proposal should outline the proposed approach and methodology for developing the strategy and executing the work, as well as initial ideas for content themes. Applicants must provide resumes or bios of team members who will be involved in the project, a breakdown of proposed fees including retainer and project-based pricing, and at least three references from comparable clients.

  1. CRITERIA FOR COMMUNICATIONS AND PR SERVICE PROVIDER

The appointed service provider must demonstrate a deep understanding of the medical technology and healthcare sectors. This includes a proven familiarity with the regulatory landscape, medical technology innovation life cycles, and broader healthcare value chains. The agency must also show a strong awareness of both macro and micro health economics and the role these and key stakeholders to the medical technology industry and SAMED play in shaping healthcare decisions and public messaging.

An understanding of the global health landscape, combined with the ability to contextualise and localise insights for the South African environment, is essential. The agency should also have knowledge of key stakeholders and influencers in the industry, including policymakers, healthcare professionals, patient advocacy groups, regulators, and other role players critical to the sector’s development.

A proven track record of delivering successful communications strategies for health-related associations, non-profit bodies, or industry groups is required. The service provider should submit case studies and references that reflect their experience in similar environments. A portfolio of relevant work, such as media campaigns, stakeholder engagement strategies, and thought leadership content, will further support the agency’s credibility.

The agency must demonstrate a strong media network, particularly with health-focused and policy-related media outlets in both South Africa and internationally. The ability to effectively engage with the media, secure relevant coverage, and build strategic relationships is crucial. Experience in crisis and reputation management within the healthcare space will be regarded as an added advantage.

The agency is expected to adopt an integrated communications approach, combining traditional public relations methods with digital media, social media strategy, and content development. It should be capable of using data analytics to measure and report on the performance of communications initiatives, and to adapt campaigns based on real-time feedback and impact metrics.

Transformation is a strategic pillar for SAMED. In line with this, service providers must demonstrate a clear commitment to transformation objectives. A competitive B-BBEE scorecard will be considered a strong advantage. Compliance with ethical standards and legal requirements, including adherence to POPIA and relevant industry codes, is non-negotiable.

The agency must have a qualified and experienced team in a position to support SAMED. Detailed profiles of team members should be provided, along with their roles, experience in the health sector, and capacity to lead or contribute to the proposed work. The service provider should also outline their project management methodology, including planning processes, communication channels, quality assurance, and reporting mechanisms.

Financial proposals must be transparent and competitive. Agencies are expected to provide a detailed cost breakdown, covering retainer fees, ad hoc services, and any third-party costs. The proposal should demonstrate value for investment, with evidence of the agency’s ability to deliver meaningful outcomes in an efficient and cost-effective manner. Flexibility to scale the scope of work based on evolving priorities will also be an advantage.

Finally, the agency must demonstrate a strong alignment with SAMED’s mission, values, and tone of voice (professional and authoritative). A collaborative working style, combined with the ability to develop compelling and creative narratives that elevate the role of medical technology in healthcare, will be essential for success in this partnership.

  1. NEXT STEPS IN THE SELECTION PROCESS

Interested agencies are invited to submit an expression of interest by email to Nomthi Mnisi at communication@samed.org.za. This should include a company profile and a portfolio of evidence demonstrating relevant experience and capabilities.

  • Following receipt of expressions of interest, that should enclose the agency’s company profile. Selected agencies will be invited to participate in a closed briefing session, where further details about SAMED, its strategic objectives, and the scope of work will be shared.
  • Agencies will then be requested to submit final proposals that are tailored to SAMED’s specific needs as outlined during the briefing. These proposals will form the basis for shortlisting.
  • A shortlist of three to four agencies will be selected and invited to present their proposals to SAMED’s Executive Committee (Exco). At SAMED Exco’s discretion, there may be an additional refinement stage during which agencies may be asked to incorporate specific feedback into their proposals.
  • Following the presentation and any required refinements, SAMED Exco will make a final decision. The selected partner will be notified and onboarded in alignment with SAMED’s internal procedures.

SAMED looks forward to engaging with agencies that bring insight, innovation, and a shared commitment to supporting the medical technology sector. Through this partnership, SAMED aims to enhance its voice, influence, and impact both nationally and globally.