Episode 9
Brand Perception Keys for MedTech with Aaron Hassen
Aired On: January 30, 2024
Hosted By
Aaron Hassen, Chief Marketer at AH Marketing, joins the show to highlight what medtech companies need to understand about brand perception to win in today’s environment. Join Aaron and host Michael Roberts as they discuss the differences in how startups should approach brand perception vs. established companies, and how to be patient when customers are just looking for the right price.
Resources
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November 7, 2023
Why Healthcare Innovation Requires Collaboration with Kyle Kiser
January 2, 2024
In this Episode
- 00:03:10– The Unique Challenges of Medical Marketing
- 00:06:15 – Opportunities for Startups in the Med Tech Space
- 00:11:31 – The Value of Branding and Differentiation
- 00:17:31 – The Perception of Copycat Products
- 00:21:27 – Building Brand Awareness and Trust in B2B Sales
Quotes From This Episode
We know that customer needs change every six months. So the key is you got to keep close to the customer. You got to keep listening. And you got to be willing to adapt. If you don’t, you’re not going to be around very long.
Aaron Hassen
On the large company side, the danger is complacency. I don’t think people decide to move their business away from a company overnight. I think it’s that slow drip. Companies start becoming out of touch with their customers’ concerns. They begin to be transactional with their interactions. They stop innovating and maybe the price to value goes off a little bit.
Aaron Hassen
Something that’s low cost and good enough seems just fine right now. And I get that. But no matter what people tell you, they value their time more than their money.
Aaron Hassen
