In this episode, I'm joined by Paul-Lukas Hoffschmidt, Founder and CEO of Alpha Sophia, who's revolutionizing how medtech companies find and engage their customers. Coming from the world of retail analytics, he brings a fresh perspective on using data to drive commercial success in healthcare.

From hyper-personalization at scale to building trust through content, we unpack the new rules of medtech commercialization.

Episode Breakdown:

The Evolution of Commercial Analytics in MedTech

→ Why medtech lags behind other industries in commercial analytics

→ Building a single source of truth for market intelligence

→ Democratizing data access for early-stage companies

→ How retail analytics expertise translates to healthcare

Market Research and Customer Discovery

→ Start commercial planning 1-2 years before regulatory approval

→ Focus on deep market penetration in smaller segments

→ Build relationships through scientific/clinical education

→ Creating multiple touchpoints with target customers

Omni-Channel Marketing in MedTech

→ Creating content that resonates with busy physicians

→ Leveraging video for trust-building and engagement

→ Testing and analyzing different marketing channels

→ Balancing short-term and long-term marketing strategies

Building a Data-Driven Go-to-Market Strategy

→ Hyper-personalization at scale through data

→ US market becoming primary launch target globally

→ Traditional sales strategies becoming less effective

→ The importance of standing out in a crowded market

Key Lessons for MedTech Innovators

→ Do extensive customer discovery before building

→ Focus on going deep before going wide

→ Create compelling, personalized stories

→ Don't wait for perfect scalability - do what works now

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FIND PAUL-LUKAS ON SOCIAL

LinkedIn: https://www.linkedin.com/in/paul-lukas-hoffschmidt

Alpha Sophia: https://www.alphasophia.com

Episode Timestamps:

0:00 - Introduction to Paul-Lukas and Alpha Sophia

10:20 - Market research and customer discovery

18:30 - Sales and marketing cheat codes

23:00 - Content marketing and brand building

28:30 - Trends to win in medtech

36:52 - Closing thoughts