In this insightful episode of Founders' Marketing Compass, host Etgar Shpivak sits down with Maya Ber Lerner, co-founder and CEO of Chiefy, a surgical team collaboration platform. As a biomedical engineer turned software expert married to a surgeon, Maya shares her unique journey of transforming her husband's frustrations with surgical team communication into an innovative healthcare solution. The conversation delves deep into the challenges of marketing in healthcare, setting meaningful KPIs, and managing cross-functional team dynamics. Maya offers valuable insights on how she bridges the gap between high-level mission goals (improving healthcare outcomes) and practical marketing metrics while maintaining team alignment and motivation. Her perspective on bottom-up marketing in healthcare and the importance of focusing on life-saving impacts and quality-of-life improvements for medical professionals makes this episode a must-listen for healthcare startup founders.

Key Takeaways:

* Healthcare startups should focus primarily on go-to-market strategy rather than technology

* Impact mapping helps align marketing activities with company goals

* Bottom-up marketing directly to clinicians can be effective in healthcare

* Regular cross-functional team meetings prevent silos and improve collaboration

* Balance between grand mission (saving lives) and practical benefits (saving time) in marketing messaging

* Early-stage KPIs need to be flexible and evolve with company strategy

* Building a strong team culture is crucial for startup success

* Social media can effectively humanize healthcare technology

* Sometimes, the biggest startup challenge is being stuck in the middle - neither failing nor succeeding dramatically

* Focus on small, practical improvements that lead to a bigger impact

Chapters:

0:00 - Introduction and Background

3:15 - Setting Marketing KPIs

6:01 - Healthcare Go-to-Market Strategy

8:25 - Managing Product-Marketing Tension

11:01 - Balancing Mission and Metrics

14:52 - Team Building and Culture

17:22 - Marketing Team Compensation

19:26 - Common Marketing Mistakes

20:56 - Startup Misconceptions

22:31 - Founder Advice

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Maya's LinkedIn: https://www.linkedin.com/in/mayaber/

Etgar's LinkedIn: https://www.linkedin.com/in/etgar/

Keywords:

#HealthcareTech #StartupMarketing #SurgicalTechnology #TeamCollaboration #FounderJourney #MarketingStrategy #ProductMarketing #HealthcareInnovation #StartupLife #KPIs #GoToMarket #Healthcare #StartupFounder #MarketingMetrics #FounderAdvice

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit etgar.substack.com