Episode 12
How to Pivot MedTech Messaging with Marnie Hayutin
Aired On: March 12, 2024
Hosted By
Marnie Hayutin, founder of Writing.Health, returns to share how MedTech companies can succeed when they need to pivot their messaging. Join Marnie, host Michael Roberts, and Ashley Hohensee from P3 as they discuss why aligning is important, how to make sure your new messaging works, and how to roll it out.
Resources
More Episodes
Finding Your Content Sweet Spot
October 10, 2023
Product Marketing for MedTech
December 5, 2023
Brand Perception Keys for MedTech with Aaron Hassen
January 30, 2024
In this Episode
- 00:01:16– Factors to Consider When Changing Messaging
- 00:04:51 – Importance of Consistency in Messaging
- 00:07:12 – Aligning on Why the Messaging is Changing
- 00:12:20 – Gathering Feedback from Individuals and Group Meetings
- 00:15:20 – Implementing Messaging Consistently
Quotes From This Episode
People are really focused in getting that new message right. You have to remember to say ‘This is what my product does.’ People sometimes throw that messaging out because they’re so focused on getting the new piece right that they forget to say, ‘This is what we do, this is what we stand for.’
Marnie Hayutin
You really want to help everyone get invested in the process. So the marketing team is likely pretty excited about the change, but there are going to be people in the room who are not excited about the change or not comfortable with change in general…So you want to just kind of like kind of take a Marie Kondo moment, thank the messaging for its service, spin it positive, let it go and help everyone understand that this represents growth for your company.
Marnie Hayutin
You don’t necessarily change the content all the way through. You want to change just the content that makes a difference. And understanding that business case tells you where the problem is and where you want to address an issue.
Marnie Hayutin
