Скачать или смотреть Ep. 6: Marketing in Healthcare — Regulation & Real-World Product Launches with Alicia Burns

In Episode 6 of What Keeps Marketers Up at Night, host Jeff Spinella sits down with Alicia Burns, Director of Product Marketing at TRIMEDX, to unpack what it really means to build and launch products in highly regulated healthcare and medical device environments.

With 15+ years of experience in healthcare technology and medical devices, Alicia shares a behind-the-scenes look at how product marketing works when the stakes are high, the buying cycles are long, and cross-functional alignment is critical.

From deep market research to global product launches, Alicia explains how to translate complex technical solutions into clear value propositions that resonate with clinical, operational, and executive stakeholders.

We cover:

What makes healthcare and medical device marketing fundamentally different
How to conduct meaningful market and industry research in regulated industries
Leading cross-functional collaboration between product, sales, and revenue teams
Strategic product launch planning in complex enterprise environments
Supporting global sales teams with the right messaging and enablement
Balancing compliance, credibility, and creativity
How product marketing can become a true revenue driver

Alicia’s perspective highlights a powerful truth: in industries where trust and precision matter most, strong research, alignment, and disciplined execution are what separate noise from real impact.

Tools and themes discussed:
Market research frameworks, cross-functional workflows, strategic launch planning, sales enablement systems, and structured product positioning.

At its core, this episode is about building marketing systems that work — especially when complexity, regulation, and real-world consequences raise the bar.

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