UK trade association AXREM and health tech growth specialist Highland have extended their partnership for two further years, reaffirming a shared commitment to supporting growth across the UK’s diagnostic and health technology markets.
AXREM represents member companies that collectively provide the majority of diagnostic medical imaging and radiotherapy equipment used in UK hospitals. The association has grown substantially in recent years, now also including suppliers of health IT, AI, digital pathology, teleradiology and patient monitoring equipment. It provides an influential voice for the diagnostic and health tech community, working to facilitate collaboration across the sector on shared priorities and challenges.
Highland, formerly known for nearly a quarter of a century as Highland Marketing, partners with health tech companies to drive growth. The company has driven many successful brands in the health tech sector, and revealed its own updated identity in October, in reflection of how it supports success in the sector with much more than traditional marketing. Health tech companies work with Highland to identify their market opportunities, to convince key target audiences in healthcare, and to grow their business by getting directly in front of decision makers.
Since the partnership began in 2024, AXREM and Highland have worked together to deliver best-practice support to AXREM members, including a popular webinar series focused on brand building, communications and industry storytelling.
AXREM members have also been able to leverage Highland’s services to get directly in front of NHS decision makers from board to ward, stimulating new business opportunities. The renewed agreement will build on this foundation, with new initiatives designed to enhance visibility and influence.
Sally Edgington, chief executive officer at AXREM, said: “Our members are delivering technologies that are fundamental to the future of healthcare. Extending our partnership with Highland will ensure we continue to equip them with the tools, insight and support needed to tell their stories effectively and demonstrate their value to the health and care system.”
Mark Venables, chief executive officer at Highland, said: “We’re very pleased to extend our collaboration with AXREM for another two years. AXREM plays a vital role in uniting and representing a sector that is crucial to the delivery of modern healthcare. Highland’s mission is to help health tech organisations find new opportunities, convince target audiences, grow and make an impact. We look forward to engaging with more AXREM members to help them deliver.”
