Episode 77: Scaling Health Innovation

In this episode of Marketing Moves, we sit down with Duane Mancini, CEO and co-founder of Project MedTech, to explore how his background in medicinal chemistry evolved into a mission-driven journey to support early-stage medtech startups. Duane shares how launching Project MedTech during the pandemic created an opportunity to provide consulting and capital support to healthcare innovators. The conversation covers the unique strengths of Midwest medtech, the power of storytelling in scientific marketing, and the growing role of AI in healthcare solutions. With eyes on expansion in 2025, Duane offers candid insights for founders—reminding us all that building a great company is a marathon, not a sprint.

Often overlooked in favor of coastal hubs, the Midwest boasts a surprising number of advantages for medtech companies. Mancini highlights the lower cost of living and doing business as a significant draw. This allows startups to stretch their funding further and focus on innovation rather than being burdened by exorbitant operational expenses. Furthermore, the Midwest offers access to a highly skilled workforce, particularly in engineering and manufacturing, thanks to the region's strong universities and established industrial base.

Mancini also emphasizes the collaborative spirit within the Midwest medtech community. He notes that companies are more willing to share resources and expertise, fostering a supportive environment for growth. This collaborative ecosystem, combined with the region's affordability and skilled workforce, makes the Midwest an increasingly attractive destination for medtech startups.

Project MedTech has successfully leveraged podcasting to build brand awareness and establish itself as a thought leader in the medtech space. Mancini explains that podcasting offers a unique opportunity to connect with your audience on a deeper level. Unlike traditional marketing channels, podcasts allow for in-depth conversations and the sharing of valuable insights.

By interviewing industry experts, showcasing innovative technologies, and sharing success stories, Project MedTech's podcast has become a go-to resource for anyone interested in the Midwest medtech scene. Mancini stresses the importance of providing valuable content that resonates with your target audience. He advises focusing on topics that address their pain points, offer solutions, and inspire them to take action.

At the heart of successful podcasting, and indeed any effective marketing strategy, lies the power of authentic storytelling. Mancini believes that people connect with stories on a human level. By sharing the stories behind the technology, the people driving innovation, and the impact on patients' lives, you can create a powerful emotional connection with your audience.

Authenticity is key. Mancini cautions against overly polished or sales-driven content. Instead, he encourages brands to be transparent, vulnerable, and genuine in their storytelling. Share the challenges you've overcome, the lessons you've learned, and the values that drive your company. This will help you build trust and credibility with your audience, ultimately leading to stronger brand loyalty.

Based on Mancini's insights, here are some key takeaways you can apply to your own digital marketing strategy:

• Identify your unique value proposition: What makes your company or product stand out from the competition? Clearly articulate your value proposition in your messaging.

• Focus on providing valuable content: Create content that educates, informs, and entertains your target audience. This could include blog posts, articles, videos, podcasts, or social media updates.

• Embrace authentic storytelling: Share the stories behind your brand, your products, and your people. Be transparent, vulnerable, and genuine in your communication.

• Leverage podcasting to build brand awareness: Consider launching a podcast to connect with your audience on a deeper level and establish yourself as a thought leader in your industry.

• Build a strong online presence: Optimize your website and social media profiles for search engines and create engaging content that attracts and retains your target audience.

• Engage with your audience: Respond to comments, answer questions, and participate in industry discussions. Building relationships with your audience is crucial for long-term success.

Duane Mancini's insights from Project MedTech highlight the often-overlooked potential of the Midwest medtech scene and the power of podcasting and authentic storytelling in building a strong brand. By focusing on providing valuable content, embracing transparency, and connecting with your audience on a human level, you can create a lasting impact and achieve sustainable growth.