Healthcare Marketing Approaches

To grasp the depth of women's frustration regarding the latest announcement of a women's health unicorn (founded and led by men), you must delve into the hidden struggles women encounter during fundraising for similar ventures. In the past year, I've guided many female founders through the fundraising maze and witnessed firsthand the unparalleled challenges women endure compared to men. 👉🏽 An investor told one female founder, "I hope your husband is successful because you won't be." 👉🏽 Another was urged to shift focus from women to men in her women-centric company despite the unique challenges faced solely by women. 👉🏽 I recall a male investor challenging my pitch for Expectful, disputing the disparities faced by pregnant women in the US compared to other developed nations despite precise data on the soaring maternal mortality rates in the US. The discontent around an all-male-led women's health unicorn stems from not only the disparities in funding opportunities but also the gaslighting of women's needs in today's landscape. The positive? Despite these obstacles, we persevere. #womenshealth #femalefounder #unicorn

Pharmaceutical and medical device companies face unique challenges in connecting with HCPs, patients, and stakeholders. As traditional marketing methods become less effective and privacy concerns grow, first-party data emerges as a game-changer for our industry. First-party data—information collected directly from customers with their consent—is becoming increasingly crucial for success in digital marketing. With the impending phase-out of third-party cookies, leveraging your own data will be more important than ever. But how can pharma and medical device companies harness the full potential of first-party data? A study by Boston Consulting Group (BCG) and Google revealed that while data-driven marketing can double revenue and increase cost savings by 1.6 times, only about 30% of companies are creating a single customer view across channels. Even more striking, just 1-2% are using data to deliver a full cross-channel experience for their customers. To bridge this gap and gain a competitive edge, industry leaders need to focus on three key actions: 1. Develop a Comprehensive Data Strategy - Instead of collecting data indiscriminately. This might involve prioritizing data from healthcare provider interactions, patient support programs, or clinical trial participants. Assess the value of your first-party data rigorously. Calculate associated costs and risks and develop a clear implementation roadmap. This approach not only streamlines your efforts but also helps secure buy-in from executives—crucial for successful implementation. 2. Test, Learn, and Measure - Start with a specific business case for your data. For instance, you might aim to improve adherence to a particular treatment or increase adoption of a new medical device. Define what needs to be personalized to achieve this goal. While one-to-one personalization might seem ideal, it requires significant investment and time. Focus on a narrow use case—perhaps a specific physician specialty or patient segment—and invest only in the data and technology required to test that particular case. 3. Build Robust In-House Tech Capabilities - Traditionally, pharma and medical device companies have heavily relied on agencies for marketing efforts. However, a hybrid approach may be more effective in the age of first-party data. Consider insourcing your technology stack and capabilities related to data analysis and activation. At the same time, leverage agencies for their strategic perspective, creative content, and media buying expertise. Many agencies are evolving to meet these changing needs, offering everything from à la carte services for mature brands to turnkey solutions for those just starting their data journey. By focusing on these three areas, pharmaceutical and medical device companies can unlock the full potential of their first-party data. This not only improves the customer experience, but also boosts business results. #CXStrategy #pharmaceuticals #medicaldevices #DataStrategy

The three questions that often derail women's health pitches. After reviewing hundreds of pitch decks for VCs, I often see these questions come up - and many founders struggle to answer them: 1. "How is this different from wellness?" Investors have been burnt by wellness apps masquerading as healthcare. You need proper medical input to separate serious health ventures from lifestyle businesses. Having clinical credibility trumps everything. 2. "What's your regulatory pathway?" Is it a wellness product or a medical device? The answer changes everything. Think about regulation early - not as an afterthought when you're ready to launch. 3. "How will you prove clinical efficacy?" Testimonials are not evidence. We must draw a distinction between scientific and clinical evidence, and people's personal accounts. VCs want to see how you'll validate with real users, not just assumptions. *** Follow me, Dr Michelle Griffin, for insider insights on building and funding women's health businesses.

I was ready to quit.  My startup was flatlining.  Sales were a rollercoaster—one month we were celebrating, the next we were scrambling to make payroll.  Then, everything changed.  We discovered a systematic sales approach that transformed our struggling venture into a thriving powerhouse.  𝗛𝗲𝗿𝗲’𝘀 𝘁𝗵𝗲 𝘁𝗵𝗶𝗻𝗴:   ↳ It wasn’t flashy.   ↳ It wasn’t revolutionary.   ↳ It was just consistent, measurable, and repeatable.  𝗛𝗲𝗿𝗲’𝘀 𝗵𝗼𝘄 𝘄𝗲 𝗱𝗶𝗱 𝗶𝘁:  1️⃣ 𝗟𝗲𝗮𝗱 𝗚𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻 We defined our ideal customer profile and launched targeted campaigns.  2️⃣ 𝗤𝘂𝗮𝗹𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻 We built a scoring system to prioritize high-value leads.  3️⃣ 𝗢𝘂𝘁𝗿𝗲𝗮𝗰𝗵 We created templates for every touchpoint—cold emails, follow-ups, you name it.  4️⃣ 𝗗𝗶𝘀𝗰𝗼𝘃𝗲𝗿𝘆 We developed a framework to uncover customer pain points.  5️⃣ 𝗣𝗿𝗲𝘀𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 We standardized our pitch decks and demo scripts.  6️⃣ 𝗡𝗲𝗴𝗼𝘁𝗶𝗮𝘁𝗶𝗼𝗻 We set clear guidelines for discounts and terms.  7️⃣ 𝗖𝗹𝗼𝘀𝗶𝗻𝗴 We implemented a smooth handoff process to customer success.  𝗧𝗵𝗲 𝗿𝗲𝘀𝘂𝗹𝘁𝘀? ↳ 37% shorter sales cycles   ↳ 52% higher conversion rates   ↳ 215% revenue growth YoY   ↳ 28% lower customer acquisition costs But the real win?  Predictability.  We could forecast with accuracy, scale efficiently, and sleep at night knowing we had a repeatable path to success.  𝗛𝗲𝗿𝗲’𝘀 𝘄𝗵𝗮𝘁 𝗜 𝗹𝗲𝗮𝗿𝗻𝗲𝗱: Consistency > Charisma   Data > Gut Feelings   Process > Luck This systematic approach didn’t just save our startup—it became our competitive advantage.  👉 Want to transform your sales?  Stay tuned for the launch of “The B2B Sales Playbook”—a step-by-step guide to building a scalable, predictable revenue engine.  P.S. What’s your biggest sales challenge? Drop it in the comments, and let’s brainstorm how a systematic approach could help.  #SalesTransformation #StartupGrowth #B2BSales

Early in my sales career, I took my daughter to a car dealership. She was happily enjoying her ice cream, and the salesman suggested I get a car with leather seats. When I asked, "So what?" he pointed out that it would make cleaning up the ice cream easier. That moment taught me the power of selling through features and benefits. Recently, on a podcast, the host asked whether my sales approach was product-focused or sales-focused. My answer? Neither. I use a buyer-first approach. Here are the three key approaches: 1️⃣ Product Approach: This is all about features and benefits, like the car salesman explaining the practicality of leather seats. 2️⃣ Sales Approach: This involves following a structured sales framework like SPIN Selling or The Challenger Sale. 3️⃣ Buyer-First Approach: This is my preferred method. It's about making deep and wide connections with your clients across their organization, building relationships, and practicing empathetic listening. ➡️ The data supports this approach: - According to Salesforce's State of Sales Report 2022, 87% of buyers expect sellers to act as trusted advisors. - The 2024 report discovered that 59% of business buyers feel sales professionals don't listen to them or truly understand their needs. - Recent insights from LinkedIn’s Deep Sales 2024 Report, revealed that only 17% of professional sellers follow the three habits that lead to success: building relationships, focusing on the right accounts, and immersing themselves in their clients' world. In today's market, a buyer-first approach isn't just effective—it's essential. Prioritizes the needs, preferences, and experiences of the buyer above all else. Share how you are connecting deeply with your clients? Links to learn more: Salesforce State of Sales Report https://lnkd.in/d6zTp2QQ LinkedIn’s Deep Sales 2024 Report. https://lnkd.in/insiders 

An early-stage VC recently told me he'd only consider investing in a FemTech company once they have regulatory approval. Funny, because I don't hear that same line being used on every other healthtech startup still at the pre-regulatory stage. They raise on vision and TAM. FemTech gets told to come back when the work is already done. We're talking regulatory infrastructure upwards of £100K. Years of data. MHRA certification pathways that don't move fast no matter how good your product is. Yes, there are grants. Yes, there are other funding routes. But the bar is not applied equally. I have not seen the same level of scrutiny directed at healthtech outside women's health. So what happens? Without investment, there's no path to regulation. Without regulation, there's no proof it works. And without proof, there's no investment. It's circular. And that trap pushes women's health companies into exactly the wrong direction. Founders who got into this space to build something real and long-term end up creating unregulated products to generate quick revenue. Miracle cure pills and potions that exploit the very women we set out to help. That is the thing we got into this space to fight against, and the funding gap is forcing many to do it. Something has to shift. Until investors stop treating half the population as a niche, the companies trying to close the biggest gaps will keep being the ones with the least support to do it.

🇸🇬 “The data is strong” is not a go-to-market strategy. The loudest takeaway from the #MaternalHealth panel I moderated at LSI in Singapore last year with Chia-Pin Chang — CTO, INEX Innovate Rubén Molina — CEO, Innitius Thang Vo-Ta — CEO, Calla Lily Clinical Care Technically, we were talking about #WomensHealth. But the lessons apply to almost every innovation in #Medtech: 🔬 Clinical performance ≠ adoption A product can be accurate and still fail if the output does not change a decision. Real questions: -What happens next? -Who acts on the result? -Does it change treatment? If the result does not create a clear next step, strong data alone won't carry adoption. 🎁 Access ≠ price Access is not “same device, lower price” Products designed for a European OBGYN clinic may need to be completely rethought for a low-resource rural hospital in India, a non-specialist user, limited connectivity. The real user may not be who you imagined in your pitch deck. That changes the product: UI, training model, manufacturing strategy, regulatory user, clinical claims.  It's the difference between “expanding access” as a slogan vs access as a product strategy. 🌏 Culture IS market access Culture is not a soft issue sitting outside the business model. It determines whether the product is used. In some markets, the question is not only clinical validity. It is:  -Can women see the clinician required to use it? -Are there are enough female doctors?  -Do religious norms affect what happens next? In women’s health especially, “market access” can mean whether a woman is allowed, willing or able to see a doctor. That is not a marketing nuance, it is a commercial reality. 💸 Reimbursement decides where companies launch Need does not automatically create a market. Example: a company with deep women’s health experience in Southeast Asia choosing to launch a new endometrial cancer test in the US. Because the US reimbursement model was clearer, payor-driven and more commercially viable. That’s a hard lesson: The market with the greatest need is not always the market where you can launch first. 🧮 AI has to move from measurement to action A faster number is not enough. Rubén gave an example from preterm birth diagnostics:  The product shouldn’t simply say: “575 kilopascals” It’s technically correct, but clinically useless to the wrong user. The output has to become ACTIONABLE: "High risk of preterm labor within the next 72 hours: treat; refer; monitor; discharge; etc" That's the real promise of AI in clinical products. Decision support that turns biological signal into an action that healthcare systems can take. --- This was just one panel. This is why I enjoyed LSI Asia so much.  It’s always conversations like this: specific, practical – not another “future of healthcare” panel. With the top people in the inudstry. About a month left to #LSIAsia26.  I won’t be there this year, but if you’re building in medtech, I recommend going 🐉 . .

“𝗪𝗵𝗮𝘁 𝗶𝘀 𝘁𝗵𝗲 𝗯𝗶𝗴𝗴𝗲𝘀𝘁 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲 𝘆𝗼𝘂 𝗮𝗿𝗲 𝗳𝗮𝗰𝗶𝗻𝗴 𝗶𝗻 𝗙𝗲𝗺𝗧𝗲𝗰𝗵?” A question I get asked all the time while building Meliodays Medical. The first thing that comes to mind? 90% of investors are men. While they’ll invest in AI or oncology startups without being software developers or doctors, when it comes to women’s health, they hesitate. And that’s the problem. We are facing some key challenges in FemTech: 𝟭. 𝗠𝗮𝗿𝗸𝗲𝘁 𝗣𝗲𝗿𝗰𝗲𝗽𝘁𝗶𝗼𝗻 Women’s health is a high-growth market, yet still often seen as a niche. We need to shift this outdated view. 𝟮. 𝗦𝘁𝗶𝗴𝗺𝗮 Menstruation, menopause, and reproductive health remain taboo, making funding and awareness harder to secure. 𝟯. 𝗟𝗼𝗻𝗴-𝗧𝗲𝗿𝗺 𝗖𝗼𝗺𝗺𝗶𝘁𝗺𝗲𝗻𝘁 Developing medical devices takes time, but investors often want quick returns. 𝟰. 𝗥𝗲𝗴𝘂𝗹𝗮𝘁𝗶𝗼𝗻𝘀 Healthcare is complex for all innovations, not just FemTech. The challenge? Pushing an underserved field forward. Despite these hurdles, the sector is on the rise, predicted to double in size in the next 5 years. (Statista, 2024 Femtech market size) With the right backing, we can drive real change in healthcare. What challenges are you facing in your industry? Let’s talk. 👇🏼 #FemTech #WomensHealth #HealthcareInnovation — Each week, I share stories from my founder’s journey and insights into menstrual health(care). Together, we can break taboos and inspire change – follow along for more!

Patients don’t choose the best healthcare service. They choose the one they trust first. And trust today is built on Google, not brochures. And they decide in seconds. That’s the gap most hospitals and clinics miss. - You can have great doctors. - You can have advanced equipment. - But if patients can’t find you or trust you online, they choose someone else. That’s why healthcare SEO in 2026 is no longer about traffic. It’s about visibility, trust, and action. Here’s the simple rule most top healthcare websites must follow: If Google trusts you, patients follow. I checked many healthcare websites and found the same pattern while crafting the content. The winners always get three things right: 1️⃣ Local visibility 2️⃣ Clear service intent 3️⃣ Proof of trust Here’s the Healthcare SEO checklist I suggest - 1️⃣ Build Medical authority, not thin blogs - Most patients search for symptoms before they ever call - Build a clear library for conditions, treatments, side effects, and FAQs so patients feel guided, not lost. 2️⃣ Trust that YMYL can see - Healthcare SEO is “Your Money or Your Life,” so trust is non‑negotiable. - Show real doctor profiles, credentials, and citations from trusted bodies like WHO or FDA on key pages. 3️⃣ Local SEO powered by reviews - “Emergency care near me” is not a casual search. - Clean Google Business Profiles, strong location pages, and steady reviews help your    hospital show up and get picked P.S. Nearly 8 in 10 patients read reviews before they choose a provider,  so you need high‑quality reviews and fast, human replies to every one. Turn reviews into a system: send automatic review requests after visits,  share anonymized success stories, and make positive feedback easy to find on Google and your site. 4️⃣ Authority through real backlinks - For hospitals, backlinks are third‑party proof - A few strong links from medical publishers, universities, and health    platforms can outweigh dozens of random directory links. 5️⃣ Technical basics that protect visibility - A slow, clunky site tells patients to go elsewhere. - Fast load times, simple paths to “Find a doctor” and “Book now,” and secure, compliant forms keep them moving Here’s the proof. Healthcare brands that fix these basics see: • Higher Google map visibility • More calls and bookings • Better patient trust signals If you run a healthcare brand and want this 5‑pillar system set up for you, 👉 DM me and Tanot Solutions I’ll walk you through the gaps holding you back.