The Marketing Consultation

This episode of The Marketing Consultation features Xavier Bertrand, a healthcare industry leader with a remarkable career spanning multiple roles, companies, and regions, currently serving as Vice President Peripheral Interventions EMEA at Boston Scientific. Xavier joins us to discuss his journey, the driving forces behind his career transitions, and his unique approach to leadership. Xavier reveals how his career was largely shaped by curiosity and the constant desire to learn. He shares valuable lessons on navigating transitions in the healthcare industry, from embracing new opportunities to adapting to different team dynamics. A true advocate for learning and growth, he highlights the importance of humility and active listening, especially when stepping into new roles. We also dive into Xavier’s leadership philosophy, including his use of "assimilation workshops" to help align teams and foster collaboration. His approach to leading through trust, authenticity, and purpose has been key in driving successful turnarounds and leading high-performing teams. From a marketing perspective, Xavier reflects on the evolution of healthcare marketing and the shift from product-based strategies to customer-centric solutions. He discusses the critical role of data, digital tools, and agility in today’s rapidly changing landscape, while reminding us of the timeless importance of understanding customer needs. This episode is packed with actionable insights for healthcare marketers and leaders alike, covering everything from career development to building strong, adaptable teams.  Please do not hesitate to share your feedback with us on our LinkedIn or Instagram pages and to give us a rating on iTunes. This is very important to help us grow The Marketing Consultation community...   

In this new episode of The Marketing Consultation, we are joined by Susan Willig, a marketing leader with significant experience in the healthcare sector, particularly in brand strategy and patient access. The discussion delves into the importance of early market positioning for startups and strategies for differentiating a brand in a crowded market. Susan emphasizes the necessity of establishing a strong value proposition early on. This involves understanding the target market and setting a solid brand strategy foundation, which guides all subsequent efforts and resource allocation. In a crowded market, creating memorable customer experiences, or "delighters," is crucial. Susan advocates for developing detailed Personas through both qualitative and quantitative research. This deep understanding empowers employees to better serve the audience, ultimately leading to more effective marketing strategies. Addressing the challenge of resource constraints, Susan recommends focusing on purposeful content creation and effective use of content calendars. She highlights the importance of behavioral change in marketing, ensuring content supports the audience throughout their journey. Susan shares her process of defining a compelling value proposition, which involves understanding current and desired behaviors of the target audience and clearly articulating how the product meets those needs uniquely. Consistency in messaging is vital, but Susan acknowledges the need for adaptation based on market feedback and new insights. The conversation also touches on personal branding, with Susan discussing its importance, which mirrors brand strategy principles. Understanding one's core competencies and communicating them clearly and authentically is key to building a strong personal brand. Overall, Susan’s insights offer valuable guidance for healthcare marketers, emphasizing the importance of strategic planning, understanding the audience, and maintaining consistency while being adaptable.  

In this insightful episode of the Marketing Consultation podcast, Jamel Ouanda, Chief Transformation Officer at Ramsay Santé Group, shares his multifaceted career journey and his strategic vision on healthcare transformation. Jamel began his career in chemical engineering, then shifted to the automotive industry, focusing on procurement—a move inspired by the influential people he met along the way. This early career stage was marked by extensive travel and interactions with diverse businesses, which enriched his understanding of global market dynamics and operational efficiency. After a decade in the automotive sector, an opportunity arose in healthcare, which Jamel seized, driven by a desire to make a meaningful social impact. Starting in procurement within healthcare, he leveraged his experience to enhance operations, reduce costs, and improve service quality through strategic supplier partnerships and internal process optimization. Jamel’s role expanded as he took on significant transformation projects, including the optimization of operating rooms and bed management systems. His effective leadership in these initiatives led to his involvement in a major merger, where he played a crucial role in integrating two large healthcare groups. This role not only involved finding synergies but also respecting and blending diverse medical practices and cultural approaches. The COVID-19 pandemic posed unprecedented challenges, during which Jamel's focus shifted towards patient care, demonstrating the adaptability and resilience of his team. Post-pandemic, he was appointed as the Chief Transformation Officer, a role that capitalizes on his extensive experience in change management, operational leadership, and strategic innovation. In his current position, Jamel is not just overseeing project management but also spearheading initiatives in HR, IT, and innovation, reflecting a holistic approach to strategic healthcare transformation. He emphasizes the importance of people, technology, and innovative care models in maintaining leadership in the healthcare sector. Jamel's narrative is a powerful testament to the impact of professional evolution guided by mentorship, opportunity, and a deep commitment to societal contribution.  Please do not hesitate to share your feedback with us on our LinkedIn or Instagram pages and to give us a rating on iTunes. This is very important to help us grow The Marketing Consultation community...   

In this episode of The Marketing Consultation podcast, we welcomed Caroline Kawashima, Director of Marketing and Communications at By the Bay Health, a non-profit home-based health care provider. Caroline is a dynamic and visionary leader in Growth Marketing and Communications Strategy in the healthcare and technology sectors. In our conversation, Caroline imparted profound insights on the critical roles of external and internal communication strategies, underlining their significance in aligning with an organization's branding and objectives. Caroline kicked off the discussion emphasizing the essence of aligning marketing communications with business goals. She outlined that effective communication strategies not only support tangible business outcomes but also enhance strategic impact. Storytelling took center stage, with Caroline advocating for the dynamic shift towards multimedia storytelling techniques, notably video, to forge deeper emotional connections and illustrate the tangible benefits of healthcare services on patients' lives. Internal communication's pivotal role in nurturing a positive organizational culture was another highlight. Caroline stressed the interconnectedness of internal and external communications, presenting employees as vital brand advocates. She also shared pragmatic approaches to boost internal communication efficacy, from leveraging digital platforms to revitalizing traditional town hall meetings, advocating for a mix that balances efficiency with personal interaction. Caroline also ventured into emerging trends, expressing a cautious stance on the integration of artificial intelligence (AI) in marketing. While recognizing AI's potential to streamline processes, she voiced concerns over losing the authentic essence that characterizes impactful brand communication. The episode distills Caroline's wealth of experience into invaluable lessons for marketing professionals in the healthcare sector. Caroline's expertise shines a light on the path forward, highlighting innovation, authenticity, and meaningful engagement as key pillars in advancing healthcare communication strategies.Please do not hesitate to share your feedback with us on our LinkedIn or Instagram pages and to give us a rating on iTunes. This is very important to help us grow The Marketing Consultation community... 

In this episode of the "Marketing Consultation Podcast," we sit down with Ramin Mousavi, the CEO and President of Cathworks, a visionary company at the forefront of transforming cardiovascular diagnosis and treatment through advanced AI and computational science.  Ramin takes us on a journey from his initial steps out of a structured corporate world into the dynamic and unpredictable realm of leading a global startup. He shares the exhilarating challenges of fostering innovation, the critical importance of a patient-first mentality in healthcare, and the strategies that drive successful decision-making in a high-stakes industry. Ramin also discusses the intricate balance of pushing the boundaries of technology while ensuring practical, real-world application in clinical settings. He emphasizes the role of continuous learning, adaptability, and surrounding oneself with a talented team that shares a common vision and dedication. You will gain insights into the process of bringing groundbreaking technology to market and the personal growth that comes from leading a company that's making a tangible difference in people's lives. Throughout the episode, Ramin's passion for improving patient outcomes and driving progress in cardiovascular health shines through. He highlights the collaborative efforts of his team, the excitement of turning innovative concepts into reality, and the profound impact that Cathworks' technology is poised to have on healthcare globally.  Join us for a deep dive into the world of healthcare innovation, leadership challenges, and the future of cardiovascular treatment in this enlightening conversation. Please do not hesitate to share your feedback with us on our LinkedIn or Instagram pages and to give us a rating on iTunes. This is very important to help us grow The Marketing Consultation community...  

In this enlightening episode, we explore the multifaceted career of Laurence Comte-Arassus, General Manager France, Belgique, Luxembourg et Afrique Francophone (FBFA) at GE Healthcare. Laurence is remarkable leader who became a business unit manager at the young age of 26.  In our conversation, she opens up about her ascension in the corporate world, underscoring the significant roles of robust networking, meticulous organization, and embracing diversity in fostering her career growth. She delves into the essential skills that have propelled her forward and the early career decisions that set the trajectory for her success. Throughout the discussion, Laurence provides a deep dive into the strategies and mindset that have enabled her to balance her demanding career with being a dedicated mother to her daughters. She shares the challenges she has faced and how she has navigated them with resilience and adaptability, offering valuable advice to others walking a similar path. Listeners will gain insights into Laurence's commitment to continual learning and her approach to overcoming professional obstacles. She discusses the importance of authenticity, advocating for oneself, and the transformative power of maintaining a positive outlook even in the face of adversity. Her narrative is a testament to the idea that with the right mindset and strategies, one can excel in both leadership and parenthood. This episode is a treasure trove of inspiration and practical advice for anyone looking to navigate the complex dynamics of modern professional and personal life. Join us as Laurence shares her journey of growth, leadership, and the art of balancing it all with poise and purpose.. Please do not hesitate to share your feedback with us on our LinkedIn or Instagram pages and to give us a rating on iTunes. This is very important to help us grow The Marketing Consultation community...    

In this episode of The Marketing Consultation,  Fabienne & Greg engage with Rich Thomas, an esteemed marketing strategist with a rich history in the field, including a notable period at Procter and Gamble.   As the leader of INL agency, Rich discusses the nuances of marketing in healthcare, focusing on the art of crafting messages that resonate deeply with audiences by addressing their unmet needs while respecting the legacy of established brands.   He delves into the unique challenges of healthcare marketing, touching on the innovative use of AI and the power of storytelling to create impactful narratives. Rich also explores the delicate balance required to foster creativity within the confines of industry regulations. Sharing insights from his entrepreneurial journey, he underscores the importance of effective execution over mere strategic planning and the crucial role emotional connections play in successful marketing endeavors.   This conversation is rich with real-world examples, practical advice, and thought-provoking discussions, making it a compelling resource for both seasoned and aspiring professionals in healthcare marketing.   We'd love to hear your thoughts on this episode. Feel free to share your feedback with us on our LinkedIn or Instagram pages, and don't forget to give us a rating on Apple Podcast or Spotify. Your support helps us grow The Marketing Consultation community!   

Get ready for an enlightening conversation with Hagit Jarne-Goldshtain, VP Marketing and Executive Committee Member at Nihon Kohden America. She opens up about her life-changing move from Israel to Switzerland and eventually to the U.S., a journey that was both challenging and incredibly rewarding. Hagit delves into the transformative potential of Artificial Intelligence in healthcare, discussing its role in improving patient care and optimizing hospital workflows. Hagit shares her organization's proactive approach to ethical considerations surrounding AI, emphasizing the importance of data security and patient safety. Hagit is a strong proponent of sustainable practices. She believes that sustainability is not just an ethical choice but also a smart business decision. As a marketing leader, she has seamlessly integrated sustainability into her marketing strategies, proving that doing good is also good for business. When it comes to personal branding, Hagit has a unique perspective. She stresses the importance of authenticity and aligning your brand with your core values. She shares how she has leveraged her personal brand to make meaningful connections and drive change in the healthcare industry. Hagit also talks about the cultural nuances she had to navigate when she moved to the U.S. She shares how adapting her communication style was crucial in her corporate journey and how it led her to introspect and understand her own leadership style better. So, tune in to this episode to gain valuable insights from Hagit, a leader who has successfully navigated cultural, technological, and ethical landscapes in her impressive career. We'd love to hear your thoughts on this episode. Feel free to share your feedback with us on our LinkedIn or Instagram pages, and don't forget to give us a rating on Apple Podcast or Spotify. Your support helps us grow The Marketing Consultation community! 

In this episode of The Marketing Consultation, we explore the intricate world of healthcare innovations with our distinguished guest, Emilie Song, Sr Director Global Strategy & Product Innovation, Pelvic Health at Medtronic. Her journey in the healthcare sector is marked by passion, dedication, and an unwavering commitment to excellence.  Emilie emphasizes the importance of understanding the real-world challenges faced by patients and providers, and the significance of market research in product development. She underscores the need to prioritize and harness insights from cross-functional teams, especially the sales force that interacts daily with physicians and patients. These on-the-ground insights, she believes, are invaluable in shaping products that genuinely address unmet needs.  Emilie's perspective on the role of employers in healthcare is also noteworthy. With a significant percentage of workers receiving health benefits through their employers, understanding this dynamic is crucial for anyone in the healthcare sector.  But it's not all business. On a lighter note, Emilie shares her personal preferences, revealing herself to be a morning person who cherishes the silence of the sunrise. She also expresses her love for Northern California, where her heart truly lies.  Emilie’s dedication to improving patient lives and her passion for innovation in the healthcare sector is evident throughout the conversation.  Please do not hesitate to share your feedback with us on our LinkedIn or Instagram pages and to give us a rating on iTunes. This is very important to help us grow The Marketing Consultation community... 

In this episode of The Marketing Consultation, we have the pleasure of hosting Mike Roby, a seasoned professional with a rich history in the MedTech industry.  Mike's story begins in the north of the UK, where he grew up in a hardworking environment. His father, a coal miner, instilled in him the values of perseverance and determination. These early life lessons have been the bedrock of Mike's approach to challenges, both in his personal and professional life. He speaks fondly of his upbringing, emphasizing the importance of a balanced positivity, a value he carries with him to this day. As he delves into his professional journey, Mike recounts his transition from being a sales representative to taking on marketing and corporate roles at Medtronic, including a sabbatical year, supported by his then-manager Annette Brüls. Mike's move to BD (Becton, Dickinson and Company) marked a new chapter in his career. While he initially perceived similarities between Medtronic and BD, he soon realized the vastness and diversity of BD's product portfolio. From catheters and syringes to multimillion-dollar capital equipment, BD's expansive range presented Mike with new challenges and learning opportunities. A significant part of the conversation revolves around Mike's leadership style. He emphasizes the importance of understanding team dynamics and ensuring a balance of skills and personalities. Mike champions the concept of servant leadership, where the focus is on supporting and empowering team members to achieve their best. Mike also touches upon the evolving landscape of MedTech marketing. He highlights the importance of understanding the customer, evolving sales strategies, and ensuring impeccable after-sales service. The emergence of e-commerce and the shift towards an omnichannel approach are trends Mike identifies as game-changers in the industry. Throughout the episode, Mike's humility and passion shine through. His anecdotes, ranging from personal travels to Cambodia to witnessing deep brain stimulation surgeries, offer listeners a profound insight into what shapes his worldview. His emphasis on gratitude, especially for good health and basic amenities, is a recurring theme. Please do not hesitate to share your feedback with us on our LinkedIn or Instagram pages and to give us a rating on iTunes. This is very important to help us grow The Marketing Consultation community...