In this insightful episode of Founders' Marketing Compass, host Etgar Shpivak sits down with Maya Ber Lerner, co-founder and CEO of Chiefy, a surgical team collaboration platform. As a biomedical engineer turned software expert married to a surgeon, Maya shares her unique journey of transforming her husband's frustrations with surgical team communication into an innovative healthcare solution. The conversation delves deep into the challenges of marketing in healthcare, setting meaningful KPIs, and managing cross-functional team dynamics. Maya offers valuable insights on how she bridges the gap between high-level mission goals (improving healthcare outcomes) and practical marketing metrics while maintaining team alignment and motivation. Her perspective on bottom-up marketing in healthcare and the importance of focusing on life-saving impacts and quality-of-life improvements for medical professionals makes this episode a must-listen for healthcare startup founders.
Key Takeaways:
Healthcare startups should focus primarily on go-to-market strategy rather than technology
Impact mapping helps align marketing activities with company goals
Bottom-up marketing directly to clinicians can be effective in healthcare
Regular cross-functional team meetings prevent silos and improve collaboration
Balance between grand mission (saving lives) and practical benefits (saving time) in marketing messaging
Early-stage KPIs need to be flexible and evolve with company strategy
Building a strong team culture is crucial for startup success
Social media can effectively humanize healthcare technology
Sometimes, the biggest startup challenge is being stuck in the middle - neither failing nor succeeding dramatically
Focus on small, practical improvements that lead to a bigger impact
Chapters:
0:00 - Introduction and Background
3:15 - Setting Marketing KPIs
6:01 - Healthcare Go-to-Market Strategy
8:25 - Managing Product-Marketing Tension
11:01 - Balancing Mission and Metrics
14:52 - Team Building and Culture
17:22 - Marketing Team Compensation
19:26 - Common Marketing Mistakes
20:56 - Startup Misconceptions
22:31 - Founder Advice
Maya's LinkedIn: https://www.linkedin.com/in/mayaber/
Etgar's LinkedIn: https://www.linkedin.com/in/etgar/
Keywords:
#HealthcareTech #StartupMarketing #SurgicalTechnology #TeamCollaboration #FounderJourney #MarketingStrategy #ProductMarketing #HealthcareInnovation #StartupLife #KPIs #GoToMarket #Healthcare #StartupFounder #MarketingMetrics #FounderAdvice
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