Overview
You’ve put in the hard work: idea, patent, product development and prototyping. But even with protection, a patent alone doesn’t sell. To get return on your investment you need to market a patented product effectively. This means strategy, positioning, communication – connecting your invention with the right customers, channels and message.
I’ve seen inventors who believe a granted patent “does the selling” for them. They delay marketing until after manufacturing only to find launch is underwhelming low awareness, weak demand or confused messaging. On the flip side, I’ve worked with clients who embedded marketing planning during product development and prototyping and launched into substantial demand, pre‑orders and licensing deals. It makes all the difference.
In this article you’ll learn what marketing a patented product involves, why it matters, actionable steps you can follow and how D2M can help you bring your patented innovation to market with impact.
What Does It Mean to Market a Patented Product?
Marketing a patented product means promoting a product you’ve legally protected so that you maximise the commercial benefits of that protection. Key components include:
- Communicating the unique value your patent gives: what problem it solves, what is new or different because of the patent
- Positioning: defining target market, value proposition, messaging that highlights the patent’s benefits without over‑claiming
- Proof points: having working prototypes, test data, user reviews, or early adopters to show credibility
- Distribution channels & commercial strategy: whether you want to licence, manufacture and sell yourself, or partner with others
- Pricing, branding, packaging and go‑to‑market materials all aligned to the patented aspects
Marketing a patented product isn’t just putting “patented” on your packaging. It’s about integrating your IP into your commercial narrative and letting it amplify other parts of your product development and prototyping work.
Ark Pushchair
Here’s a relevant example from D2M of how a patented product was successfully marketed. The Ark Pushchair is a travel system with several patented features, launched with strong branding, retail presence and market strategy. (See Ark Pushchair case study on D2M)
Challenge:
- Differentiating on safety and usability in a crowded pushchair market.
- Conveying to consumers and retailers how the patented features bring real benefit (regulating temperature, safety, smooth ride) rather than just “we have a patent”.
Product Development and Prototyping Role:
- Prototypes were built and tested for air flow, smoothness of ride, safety, durability. These prototypes provided proof‑points and user feedback.
- The design (including patented parts) was refined from these prototypes to improve usability, simplicity and manufacturing readiness.
Marketing Strategy:
- Strong branding and messaging emphasising the patented features (“patented air flow system”, “patented smooth ride wheels”) in product literature and retail displays.
- Use of social media, content, PR to explain what made the innovation different (videos showing content sleeping babies, bump tests, testimonials).
- Working with retailers (e.g. John Lewis) to get in‑store presence, where customers could physically try prototypes and see features firsthand.
- Pre‑orders and early reviews from parents to build trust and generate word of mouth.
Outcomes:
- The Ark Pushchair launched strongly: features perceived as meaningful by customers, good sales, strong retail support.
- The patented feature wasn’t just decorative: through prototypes it was refined so it worked well, designers could demonstrate its value.
- The product gained awards and recognition, enhancing credibility.
Key Learnings:
- Marketing a patented product works best when product development and prototyping are done thoroughly. If the patented feature fails in functional test, marketing claims will backfire.
- Early feedback and user‑testing help shape messaging and highlight what customers really care about.
- Retail partnerships and physical touchpoints (showing prototypes in‑store, letting people try) can help sell patented value more than just digital content.
Some of the projects we've worked on
Why Marketing a Patented Product Matters
Why is this extra work worthwhile? As a product innovator, you’ll gain multiple advantages when you market a patented product well:
- Leverage Exclusivity for Competitive Advantage
A patent gives you exclusivity. If your market knows what you offer (and that it’s protected), you can justify premium pricing and limit direct competition. - Increase Trust and Credibility
Consumers, investors or partners often trust products more when innovation is backed by patent protection and demonstrable evidence (prototype, testing etc.). A patented product suggests seriousness. - Expand Opportunities via Licensing or Partnerships
You can licence your patent to manufacturers or brands who want to use your technology. But for that you need clear marketing materials, proof of concept, and visibility in appropriate channels. - Protect Your Investment and Avoid Copycats
Having a patent is one thing; enabling public awareness of your ownership helps deter infringers and supports enforcement or brand positioning. - Boost Product Visibility & Demand
When you launch well, you create awareness, mission‑driven stories, PR, content, early users, pre‑orders. This awareness connects product to market before competitors do. - Recover Costs & Maximise ROI
Patents, product development and prototyping cost money. Marketing effectively helps ensure you’re not just covering costs but building a sustainable business from your innovation.
Actionable Advice: 5 Steps to Market a Patented Product Effectively
Here are five clear steps you can follow to ensure your patented product is marketed well:
- Validate & Prototype Before Major Marketing Spend
- Use product development and prototyping to test and refine your patented innovation. Make sure it works reliably.
- Collect performance data, user feedback, photos or videos. These act as proof points in marketing.
- Craft Clarity in Messaging & Value Proposition
- Define what problem your patent solves: speed, safety, convenience, durability etc.
- Use simple, clear language: avoid vague patent‑speak, focus on benefits.
- Highlight what’s patented, and why that matters for the user.
- Choose Your Marketing Channels Appropriately
- Content marketing: blogs, video demos showing patented feature in action.
- PR & media: local and sector press, trade shows. Patented product stories are newsworthy.
- Retail or e‑commerce: product pages, packaging, in‑store displays emphasising patented features.
- Social media & influencer partnerships: show real‑world use, not just rhetoric.
- Leverage Pre‑Orders, Testimonials & Licensing
- Pre‑orders can help gauge market interest, generate cash and social proof.
- Use early customer or user testimonials (ideally from prototype testing phases) to build trust.
- Explore licensing opportunities: find companies who may want to use your patented tech rather than manufacture themselves.
- Plan Post‑Launch Maintenance, Protect IP & Monitor Market
- Monitor for potential infringements, enforce your IP rights if needed.
- Maintain the patent, ensure renewal fees are paid.
- Gather ongoing feedback: what works, what doesn’t, what customers like or find confusing. Update marketing materials accordingly.
- Adapt strategy: if patent features are too technical, refine messaging; if certain markets respond better, focus there.
Also use internal D2M resources to support marketing a patented product:
Choosing the right Product Development Consultancy – Vital insight to select the right partner to develop your product with IP, marketing and sales at the forefront of decision making.
Prototype Development – Discover why effective prototyping is essential before you start marketing a patented innovation.
97% of patents never make money and how to be the 3% – Understand the fundamentals of patent protection and how it supports your marketing strategy.
How to Get a Product Manufactured – Explore how to move from prototype to production while maintaining patent integrity.
Commercial Viability Assessment – Evaluate whether your patented product has the market potential and positioning to succeed.
How D2M can help with Marketing A Patented Product
At D2M Product Design, we don’t just stop at patents and prototypes. Our senior design team helps clients bridge the gap between innovation and market success by developing credible proof points, refining prototypes for testing and photography and creating the visuals and messaging that communicate patented features clearly. Because we understand both product engineering and commercial storytelling, we can help position your patented innovation so it attracts buyers, investors or licensing partners from day one.
Marketing A Patented Product FAQs
Can I market a patented product before the patent is granted?
Yes, but carefully. Mention “patent pending” rather than “patented”. Use this to show intent and protection but avoid claiming full rights before they’re granted. Ensure your marketing is accurate.
Do patents automatically increase sales?
Not always. You need to combine the patent with good product design, user value, marketing, credibility and good pricing. A patent adds value, but it doesn’t replace product‑market fit or marketing effort.
Is it better to licence or manufacture and sell myself?
It depends on your skills, resources, market, risk appetite. Licensing reduces manufacturing and distribution overheads but gives you less control. Selling yourself demands more infrastructure, higher risk, but potentially larger rewards. Sometimes a hybrid or staged approach works.
What claims can I legally make about my patented product in marketing?
Be truthful. If you say “patented”, ensure it’s true. Avoid misleading claims like “world’s only” or “industry first” unless you have evidential backing. For “patent pending,” ensure you’ve filed. Also check consumer protection laws in your markets: misrepresentation can lead to legal issues.
How much should I budget for marketing a patented product?
Depends on your channels, complexity, target markets. Typically, allocate marketing budget early along with product development and prototyping costs. Include costs for content, visuals, demos, trade shows or retailer listings, packaging. Under‑budgeting leads to weak launch even if your product is good.
Conclusion
Marketing a patented product is more than adding a patent number to your packaging and website. It means weaving your intellectual property into a clear message, validating it through prototypes, showing proof points and choosing the right channels to reach your audience. With the combination of a strong patent, thorough product development and prototyping, and smart marketing, you maximise your chances of commercial success.
If you’ve got a patented innovation, or are about to file, it’s wise to think marketing strategy before launch, not after.
When you align your patent, your prototype, your message, and your market, you shift from “protected idea” to “marketed product people buy.”
