Episode 28
Marketing Advantages for Small Medtech Companies with Jantzen Cole
Aired On: October 15, 2024
Hosted By
Jantzen Cole, former VP of marketing at Artelon, joins our host Michael Roberts to discuss some of the marketing advantages small medtech companies may have over larger companies. Small companies may not have the budget, personnel, and brand recognition of their larger counterparts, but with that comes the ability to be more nimble and experiment with strategies in a way that larger companies cannot.
Resources
- Jantzen Cole: Linked In
- Call Your Audience to Adventure
- What Device Marketers Can Learn from Consumer Product Marketing
More Episodes
Increasing Speed to Market For MedTech Startups with Bold Type
November 7, 2023
Market Positioning for Large & Small Medtech Companies with Rachel Knutton
August 20, 2024
In this Episode
- 02:55 Emotional Connection Over Product Focus
- 09:12 Overcoming Hesitations in Marketing Strategies
- 12:04 Risk-Taking as a Strategy for Smaller Companies
- 18:09 Leveraging Small Company Advantages
- 23:47 The Future of Medical Device Marketing
Quotes From This Episode
I also have started to recognize that while we’re all generally behind a product, what moves people to a product more often than not is some type of emotion, some sort of connection. And me as a consumer, I don’t connect well to inanimate objects, but I do connect well to people. So a lot of my shifts and changes began with the question, what makes me feel, what makes people feel?
Jantzen Cole
One of the luxuries I experienced at Artelon is I had seven years of effectively thinking about one thing. And when you get to the strategics, the people in my role at strategics have 8,000 SKUs they’re keeping track of. And so it is a very different job for a startup and for a strategic. And so recognizing that there’s a lot more horsepower for strategics, but there’s a lot less individual focus at the strategics. So that is a key advantage you’ve gotta recognize and really lean into.
Jantzen Cole
I think the leadership role that we have right now, if you’re willing to kind of get creative and kind of move in some places you’re not necessarily comfortable with, I think the sky’s the limit. Look left and right at other industries, you know, retail, automobiles, tech, and see how masterful they are with their marketing and their engagement. I think that is the gauntlet that’s been laid before us to make medical device that interesting, that compelling, that eye catching.
Jantzen Cole
