Episode 61 · March 6, 2026 · 40m listen · 2,722 words · ~14 min read
How to Move Stakeholders from Awareness to Sustained Adoption Without Friction | Ep. 60 - Full Transcript | The Med Device Cyber Podcast
Read the complete, searchable transcript of Episode 61 of The Med Device Cyber Podcast - expert conversations on medical device cybersecurity, FDA premarket and postmarket guidance, SBOM management, threat modeling, and penetration testing.
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Episode summary
This episode of The Med Device Cyber Podcast features Claudia from Polymos, a medical device marketing agency, discussing crucial strategies for effective medical device marketing. Key topics include precisely defining your target audience and crafting clear, concise messaging to avoid the "curse of knowledge." Claudia emphasizes the importance of understanding the customer journey from initial awareness to sustained adoption, addressing potential issues, fears, and concerns at each stage. The discussion highlights the unique challenges of marketing in the highly regulated medical device space, particularly regarding substantiating marketing claims with adequate clinical and cybersecurity evidence. The episode also delves into strategies for streamlining the sales cycle by proactively addressing frequently asked questions and concerns through well-developed content. Drawing parallels with cybersecurity, the conversation stresses the need for early engagement in product development to ensure that cybersecurity claims are valid and can be effectively communicated. This approach aims to reduce costly delays, such as those that can arise from FDA rejections due to insufficient cybersecurity controls, ultimately leading to a more efficient and impactful market launch.
Key takeaways from this episode
Effective messaging requires a deep understanding of the end-user and the specific problem your medical device solves for them, avoiding general statements that don't resonate.
To achieve sustained adoption, map out the entire customer journey and proactively address potential issues, fears, and concerns of each stakeholder with tailored content.
Begin with the end in mind by considering what marketing claims you want to make during the early stages of medical device development, including cybersecurity claims, to ensure they can be substantiated.
Leverage content like videos, PDFs, and website information to self-educate prospects and address common questions before sales meetings, significantly shortening the sales cycle.
Focus on marketing to a smaller number of 'great prospects' with highly refined and personalized messages rather than broadly targeting 'potential maybe prospects.'
While acknowledging potential failures or negative consequences in marketing, emphasize success and positive outcomes, using failure only as a powerful, concise call to action.
Full episode transcript
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I think messaging is actually one of the biggest challenges people have because if you're not really clear in the problem you solve and people don't understand your message really, really quickly, all the money you put into the rest of your marketing activities is like sailing a ship with the anchor down.
If I get a marketing email that is longer than a couple sentences, I'm not even going to open it. So again, when we're talking about messaging, you need to understand exactly who your end user is. What problem are we solving for that person? You're going to have a lot better success going for 100 great prospects instead of 10,000 potential maybe prospects. What's a good way of messaging without spreading the FUD?
Always think about the end of what you want to say in your marketing. What's going to really differentiate you and give you the edge? And I think that needs to start early on. Hello and welcome back to another episode of the Med Device Cyber Podcast. Today we're going to be talking about how you can make sure that you're getting your medical device out there and how we're making sure that it's going to be safe and secure.
I'm your co-host, Trevor Slatterie, joined by Christian Espinosa, and we have a very special guest today, Claudia. I'll let you go ahead and introduce yourself. Hi, my name is Claudia. I'm the founder and CEO of Podymos. We're a dedicated medical device marketing agency. I've been in the industry for over two many years now. I started in Johnson & Johnson, then went through Debbard, through then to a startup called Spinal Modulation.
I was then working with agencies and realized actually most agents we work with are great at what they do. They just don't understand medical devices. So there had to be a different way, and that's where Podymos comes from. So we're dedicated to medical device. It's all we do. Yeah, and we just work with this industry.
Sounds like the marketing equivalent to what we do. We do cybersecurity just for medical devices. We don't try to touch anywhere else because we see that there are too many generalists that don't fully understand what's going on there. It's a unique space. You can't try to take a general approach to something like medicine.
So true. And actually we've been asked to move into pharma, and each time we're like, no, we just understand med tech. Med tech is totally different. We love med tech. And where are you coming from? You're like right outside of London. Is that right? Yeah. So we're in Brentford. Our office is in Brentford in London.
We're also in Boston, but I'm obviously in Brentford at the moment. So just outside of London, just by Heathrow. Cool. And I was just in London until a couple days ago, so I'm still a little bit jet lagged. I'm like perfectly jet lagged because before that I was in Dubai. Trevor doesn't travel that much anymore. So he used to be the one always jet lagged, but now he's pretty stationary in California.
Yep. Feels especially this time of year, it feels really good not to leave California. Yeah. And it seems, you know, I've been talking to everyone on our team today and, oh, how's it going? Oh, I'm under two feet of snow and I just go, that's a bummer. Yeah.
So where does the name Podymos? Did I say it right? Podymos. Yeah. Podymos. Podymos. Yeah. Podymos. Where does the name come from? It's a very unique name. Yeah. Everybody asks this question. So it actually, when I started Podymos, I was sitting with my dad, and we were trying to think about names, and he was reading a paper, and he came up with the word Podymos.
And the reason he liked it and I liked it was because it means we can. So Podymos with an E in the middle means we can, and that's very much the ethos that I have of Podymos. So we changed the E for a Y, and yeah, because then we could trademark it and everything else, but that's where it comes from. So it means we can. I like it. People always ask about our name as well. Ours is a little bit different.
Yours is really cool though, because I know the background of your name as well. Trevor, what is the background of our name? Do you know? I do. So I know that the source of it is due to your I should know. Yeah, exactly. Yeah. I think if I've been around for as long as I have, and I don't know why we're named what we are, that's a bad look. I was going to say, this could be a job limiting moment.