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."
About AXREM
AXREM’s member companies supply most of the diagnostic medical imaging and radiotherapy equipment installed in UK hospitals. They work with consultant radiologists, radiographers and practitioners, oncologists, and a wide range of healthcare professionals in delivering healthcare to patients using our technologies.Our members have unique knowledge, experience and insight into the workflow and challenges faced by healthcare professionals on a day-to-day basis, which enables us to develop and offer innovative solutions to improve the speed and quality of diagnostic procedures and treatments with our aim of improving patient care.
Although our members operate in a highly competitive commercial environment and in strict conformity with UK laws and regulations, certain issues such as this require focus and resolution on an industry-wide basis.
About Highland
Highland is a strategic growth partner for health tech, that helps innovators succeed in a complex, changing market. Companies engage Highland to find their market, engage target audiences, grow their business, and accelerate health tech success.Full details of how Highland supports growth in the health tech sector can be found at highland.health