Episode 23
Market Positioning for Large & Small Medtech Companies with Rachel Knutton
Aired On: August 20, 2024
Hosted By
Rachel Knutton, CEO of Alluvia Studio, joins our host Michael Roberts to discuss the challenges medtech companies face when it comes to market positioning and reaching the right customer. Rachel explains how to tell a compelling brand story, differentiating yourself in saturated markets, and how to stay consistent in branding and messaging.
Resources
More Episodes
Brand Perception Keys for MedTech with Aaron Hassen
January 30, 2024
Product Marketing for MedTech with Marnie Hayutin
December 5, 2023
In this Episode
- 01:03 Challenges of Market Positioning
- 04:20 Differentiating in Saturated Markets
- 08:57 Standing Out and Being Specific
- 13:47 The Role of Storytelling in Marketing
- 25:09 Trends in Branding and Marketing
- 29:00 Advice for Companies
Quotes From This Episode
I think that what we’ve seen in our industry is because we have complex solutions solving complex problems, sometimes the messaging and marketing is overly complex. And I see companies having a struggle getting their story really tight. I think in effort of coming with great solutions to the problems that we have, there’s a lot of research, there’s a lot of development, great technological innovation, getting there, solving very specific problems, but then sort of pulling back and thinking about, at the end of the day, we still need to tell a story.
Rachel Knutton
Sometimes I think being more laser focused in your message early on maybe feels a little bit tougher for the smaller companies. ‘Cause they don’t wanna cut themselves out of an opportunity, right? But I think having the courage to find where your message is really gonna stick, be really strong, be focused, and then you can expand from there once you’ve really proven that you’ve got some momentum with that one particular audience.
Rachel Knutton
It does take some investment of it’s either time or money, right? So if you have the time, you don’t have to spend the money. If you can go through a value proposition canvas, if you can go through a story brand framework and get those pieces in order early and then meet with a partner, that will save you some time and money on that end. The other is maybe you need to just let people who are really good at marketing work with you. And that’s not a sales pitch for me, that’s for anybody. But let them do that. I know I’m building a house and there are things that we’ve tried to do ourselves and then we have to go back and pay someone to do it anyway. So just think through which pieces that you could work with a partner.
Rachel Knutton
