The public relations field is rapidly adopting two-way symmetrical communications as a way to achieve excellence and win-win solutions for multiple publics. This paper focuses on activism and industry public relations approaches involving a group of expert physicians in Houston and the medical devices industry. After exploring two-way symmetrical communications and the Excellence Theory of Public Relations, the paper explores these physicians’ viewpoints and provides an overview of the medical device industry. The discussion then provides public relations suggestions for the physicians to symmetrically approach the industry to create change. Next, the paper recommends how the medical device industry can respond to work with the physicians and to prevent possible public relations damage and crisis. The paper concludes by expressing the importance of applying symmetrical communications methods to solve challenges and create win-win solutions. / text

<p dir="ltr">In response to the need for a modernized platform in the medical device industry, this thesis introduces the design of a comprehensive digital B2B (business to business) marketplace. The objective is to provide buyers with a user-friendly interface for streamlined purchases and communication with sellers, while empowering sellers with tools to expand their reach and simplify operations. The methodology involved a combination of on-site case studies, literature reviews, industry research, and user surveys to inform the design process. Through the use of wireframing and user interface design, a cohesive two-part digital service was developed to meet the specific needs of both buyers and sellers effectively.</p><p dir="ltr">The results demonstrate a successful integration of buyer-centric features for enhanced purchasing and seller-centric tools for efficient order fulfillment. For buyers, the marketplace offers an easy-to-navigate interface, transparent pricing, and improved communication channels with sellers. For sellers, it provides a platform to showcase products, manage inventory, and engage with potential buyers. The practical implications of this marketplace highlight the current lack of transparency in pricing and the potential benefits for both buyers and sellers through increased control and direct sales opportunities. By enabling manufacturers to market their products directly, the marketplace offers a solution to reliance on third-party sellers, ultimately enhancing efficiency and transparency in the medical device procurement process.</p>