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Marketing MedTech w. Joy Duemke
Only 2% of sickle cell patients who could benefit from blood therapy actually receive it, despite it being first-line treatment.
Marketing in medical devices isn't about jingles or promotions. It's about looking at data, drawing hypotheses, testing them, and ensuring every claim you make is scientifically relevant. It's closer to research than advertising, requiring the ability to translate between what physicians know, what devices do, and what patients need.
In this episode, Shannon Lantzy talks with Joy Duemke, Director of Marketing at Terumo Blood and Cell Technologies, about her 15-year journey across six different roles at one company. They discuss why learning agility matters more than subject matter expertise, how to navigate the overlap between clinical knowledge and product understanding, and what it takes to launch the Bet on Blood program, a partnership addressing systemic gaps in sickle cell care.
Timestamps:
00:00 – Why marketing in medical devices is closer to science
03:00 – Joy's path from software to MedTech and the art of cat herding
06:00 – Learning agility: Getting B-pluses in everything from jazz to business law
08:00 – What Terumo does: Unlocking the potential of blood
11:00 – Blood supply chain resilience and the Blood Emergency Readiness Corps
14:00 – The Bet on Blood campaign for sickle cell patients
17:00 – Strategic vs. clinical vs. tactical marketing
20:00 – Getting humble pie from physicians and learning not to guess
23:00 – Creating business cases for new device applications
26:00 – Why marketing is a translator for science
28:00 – Managing claims with precision across legal, regulatory, and clinical teams
32:00 – The art of translation: Making apheresis "an oil change"
35:00 – When you want to make claims but can't support them yet
37:00 – Patient stories and the importance of peripheral vascular access
40:00 – Navigating tariffs and AI in MedTech today
44:00 – Rapid fire: Bet on Blood, heroes, and listening to patients
Follow Shannon and Joy:
Connect with Shannon:
LinkedIn: https://www.linkedin.com/in/shannonlantzy
Website: https://www.shannonlantzy.com/
Connect with Joy:
LinkedIn: https://www.linkedin.com/in/joy-duemke-339a922/
Website: https://www.terumobct.com
View all episodes
By Shannon LantzyOnly 2% of sickle cell patients who could benefit from blood therapy actually receive it, despite it being first-line treatment.
Marketing in medical devices isn't about jingles or promotions. It's about looking at data, drawing hypotheses, testing them, and ensuring every claim you make is scientifically relevant. It's closer to research than advertising, requiring the ability to translate between what physicians know, what devices do, and what patients need.
In this episode, Shannon Lantzy talks with Joy Duemke, Director of Marketing at Terumo Blood and Cell Technologies, about her 15-year journey across six different roles at one company. They discuss why learning agility matters more than subject matter expertise, how to navigate the overlap between clinical knowledge and product understanding, and what it takes to launch the Bet on Blood program, a partnership addressing systemic gaps in sickle cell care.
Timestamps:
00:00 – Why marketing in medical devices is closer to science
03:00 – Joy's path from software to MedTech and the art of cat herding
06:00 – Learning agility: Getting B-pluses in everything from jazz to business law
08:00 – What Terumo does: Unlocking the potential of blood
11:00 – Blood supply chain resilience and the Blood Emergency Readiness Corps
14:00 – The Bet on Blood campaign for sickle cell patients
17:00 – Strategic vs. clinical vs. tactical marketing
20:00 – Getting humble pie from physicians and learning not to guess
23:00 – Creating business cases for new device applications
26:00 – Why marketing is a translator for science
28:00 – Managing claims with precision across legal, regulatory, and clinical teams
32:00 – The art of translation: Making apheresis "an oil change"
35:00 – When you want to make claims but can't support them yet
37:00 – Patient stories and the importance of peripheral vascular access
40:00 – Navigating tariffs and AI in MedTech today
44:00 – Rapid fire: Bet on Blood, heroes, and listening to patients
Follow Shannon and Joy:
Connect with Shannon:
LinkedIn: https://www.linkedin.com/in/shannonlantzy
Website: https://www.shannonlantzy.com/
Connect with Joy:
LinkedIn: https://www.linkedin.com/in/joy-duemke-339a922/
Website: https://www.terumobct.com