Join Rich Walsh, CEO of CorVent Medical, and lifelong medical device regulatory guru along with host Maureen Shaffer, CEO of Mingletoe, to learn the Sales Point of View (POV) on medical device marketing and messaging.

• Learn key tips and techniques for high-level sales and marketing organizations from Rich’s time at US Surgical and Acclarent and what’s important today
• Learn about critical collaboration amongst training and education, the field sales force and marketing around messaging
• Learn how to think about success and failure as well as Rich’s favorite place on earth

Key Takeaways

"In marketing, it's critical they're great listeners. If they're great listeners and they capture and they hang on every word of the customer, both the internal customers within the organization and the external customers out in the field, at the hospitals, at the doctor's office, at the clinics, that's really critical that they understand and they capture every little nuance of what the customer's trying to tell you."

"What are some of the activities that characterize high-level medical device marketing organizations?"

"The marketing team at US Surgical was always in the field. They spent a lot of time in the field. That organization always bring the salespeople in. They did a lot of focus groups where the salespeople really owned the customers and introduced them to the marketing people and then collaboratively worked with the customer.”

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Join Marianne Jacklyn, CEO of Traxn Consulting, and lifelong medical device regulatory guru along with host Maureen Shaffer, CEO of Mingletoe, to learn the Regulatory point of view (POV) on marketing and messaging.

• Learn how marketing can work more efficiently with regulatory in medtech
• Learn why messaging earlier in the development process is critical for medical device startup organizations' success
• Learn how regulatory uses messaging and why cross-organizational consistency is important

Key Takeaways

"Messaging often involves claims. So you want to make sure that you're collecting the right data to support the message you want to say and to make sure you can make the claim you want to claim. Even something as simple as the description of the device in a regulatory submission can help you later with the way you want to position it and the way you want to talk about it in the market."

"What are some of the challenges that you've experienced or run into during your time in regulatory and dealing with, you know, labeling and advertising?

"Having people talk to each other too late in the process is probably one of the biggest issues, because I think there's a misunderstanding about the impact messaging may have. Well, specifically for regulatory, but I think it carries over to other functional areas as well. But, for example, understanding the message can affect your regulatory strategy, and a lot of it crosses over into. And I know a little bit about your process, I haven't worked through it. I haven't had that pleasure, but understanding your customer, understanding your product, understanding how you fit in to the bigger picture, all of that is important for your message, but it's also really important for your regulatory strategy and for your design for that matter. I mean, it's kind of elementary to having a successful product."

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FOLLOW Maureen Shaffer: linkedin.com/in/maureenashaffer