As a Senior Content Writer and Corporate Language Specialist at Arthrex GmbH in Munich, Germany, Diana Shair works as part of the in-house Marketing and Communications department that produces marketing assets and runs several social media channels, websites and online properties. She is a member of the EMEA Global Language Management (GLM) team and works closely with the Marketing Content Editing team at the Arthrex global headquarters in Naples, Florida to ensure the team uses Arthrex’s product names and trademarks correctly, employs accurate medical terminology and maintains a consistent Arthrex voice. The team strives to keep the text in the assets on-brand and aligned with the latest language trends.
Continue reading to learn more about Diana and her role at Arthrex GmbH.
How do you impact our mission of Helping Surgeons Treat Their Patients Better® in your role?
I help ensure that Arthrex’s communications with surgeons are accurate and compelling. By highlighting the latest scientific research from our Research team, surgeons are confident they are using the best possible procedures and products for their patients.
Additionally, as a member of the EMEA GLM team, I help form the Arthrex language guidelines that impact the company’s text worldwide and give us a powerful brand voice. Correct grammar, precise language and vigorous writing signal to our customers that they can trust the information we provide, ultimately supporting them in delivering superior patient care.
What inspires you the most at Arthrex?
I have been continually inspired by President and Founder Reinhold Schmieding’s ability to adapt his vision and leadership to a constantly changing international market. He’s also great with words, which I appreciate. He knows exactly what to say to connect with customers and employees. Most people are not aware that he’s the source of many of our simple, yet brilliant, slogans and marketing statements, which is very impressive.
What is your favorite success story at Arthrex?
I’m proud to have worked on the Joint Preservation website. The site went live for the U.S. market, but needed to be adjusted a bit for the EMEA audience because some products are either not sold throughout Europe or are sold in a slightly different form than what the U.S. has.
As an example, in Germany, it's often not permitted to market medical devices directly to patients. This project also sparked some interesting discussions about the popularity of pickleball in the U.S., which is still relatively unknown here in Germany, but was prominently featured on the U.S. website. Our Marketing department worked quickly to adjust the content and style of the website to be more relevant for EMEA.
This ended up being a global collaboration involving Product Management, Marketing, Legal and many other teams. Taking part in the launch with all its cross-functional work gave me a good dose of Arthrex spirit.
How do you describe the Arthrex culture?
I would describe the Arthrex culture as agile. The first word that came to mind was "fast," because things often move at a head-spinning pace in this company, but what truly stands out is leadership's ability to anticipate significant trends in the field and pivot accordingly to achieve our goals.
Our core value is Making People Better. How has Arthrex made you better?
Arthrex has significantly enhanced my teamwork skills. I am originally from Syracuse, New York and I’ve found it incredibly rewarding to work in such a globally collaborative environment. Engaging with creatives, scientists, business leaders and skilled technicians from diverse backgrounds has not only expanded my abilities but also broadened my perspective.
This collaborative environment isn’t unique to my role as a writer as I've witnessed many colleagues grow their talents and even transition to new departments thanks to the skills they've developed here. It's inspiring to see Arthrex support such growth. I feel that we’re valued as multidimensional individuals, and this blend of cultures and perspectives is a big part of what makes that possible.