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Guillaume Viallaneix: Adding Momentum to the MedTech

Guillaume Viallaneix | President | MedTech Momentum, Inc.
Guillaume Viallaneix | President | MedTech Momentum, Inc.

In the public relations field, some of the most remarkable traits any PR practitioner can have are – a curious mind, an eagerness to learn about their industry, and others, as well as a willingness to improve their skills.

Having the requisite knowledge is a crucial ingredient for any PR firm and having a large bank of knowledge to draw back on is essential for any kind of firm that works in a professional services field. This knowledge comes in many forms, but among the most essential is the need for firms to have an excellent comprehension of their client and the market in which they operate.

The ability to forge and maintain strong relationships is something else that is also absolutely integral to an excellent PR agency. This attribute is probably most prevalent in the practice of media relations, in which the ability to build relationships becomes essential when pitching enhancing brands and their primary client base.

A relationship skill that tends to be more overlooked is the ability to create and maintain good relationships with clients. While many public relations agencies will be able to provide their clients with media relations services and expert strategic communications advice, being able to also provide them with exemplary services on top of that truly sets Guillaume Viallaneix apart.

Guillaume is the Founder and President of MedTech Momentum, Inc­, a company that recognizes and knows the stakeholders in the MedTech ecosystem. His significant expertise with dedication made him excel in the limelight as one of the 10 Most Trusted Healthcare PR Leaders in the modern healthcare industry.

In an interview with Insights Care, Guillaume shared valuable facts highlighting the significance of MedTech Momentum, Inc, its core values, and its mission in the healthcare industry.

Guillaume, please give us a brief overview of your journey as the Founder and President of MedTech Momentum, Inc.

I have over 30 years of experience as an executive and entrepreneur in the MedTech space. I started my career in the Healthcare industry in 1988, working for multinationals such as GE Medical and Cigna before founding and managing MedTech organizations in the United States and Europe. Before creating MedTech Momentum, I was the CEO of Eden Spine, a US-based OEM with an R&D subsidiary in Switzerland.

I’ve raised capital; worked with surgeons on developing new technologies with the FDA to get them cleared, grew companies, branded them, and sold a few. I knew business and MedTech marketing from the inside and wanted to share the new marketing gospel that focuses on the power of the internet and social media.

I launched the MedTech Momentum at the end of 2013 when it became apparent that the combined power of the Internet and social media had overtaken traditional channels of communication and that most decisions makers in healthcare were confused about it. Initially, I created MedTech Momentum to help my friends in the MedTech industry build cost-effective, sustainable, and scalable marketing engines.

Can you elaborate on MedTech Momentum, Inc.’s core values and mission in the healthcare industry?

Our core values support our vision, shape our corporate culture, and reflect the essence of who we are and why we are in business. They help us stay focused in our decision-making and give us clear direction. Most importantly, they help us recruit the right staff and make key decisions by staying true to your guiding principles.

  • We deliver a unique MedTech experience that happens to be in marketing.
  • Yes, MedTech Marketing saves lives!
  • We are in business to impact society peacefully and respectfully for the greater good.
  • Always treat others the way you want to be treated, even if you disagree with them.
  • Be driven by passion, curiosity, discipline and most importantly, empathy.
  • There is never too much communication, both internally and externally.
  • Good is not enough; exceeding expectations is the only goal.
  • Out-of-the-box solutions are expected.
  • Never, ever announce a problem without solutions.
  • Always think strategically, as you deliver tactically.
  • Everybody loves a surprise!
  • We are not suppliers; we are partners.
  • Enjoy and celebrate successes!
  • Be yourself!

Tell us more about MedTech Momentum, Inc., its vision, and how it provides products and services which dramatically enhance brands to increase sales in the healthcare niche?

No agency understands and knows the stakeholders in the MedTech ecosystem the way we do. As you’re aware, just knowing the mechanics of marketing is not enough. Understanding market conditions, technical innovations, regulatory affairs, and the competitive landscape is key to crafting successful marketing strategies in the Internet era.

At MedTech Momentum, we know the healthcare space, connect the dots, and ensure that our clients’ marketing plans are achievable and 100% aligned with their business objectives.

To prove that point and maximize their chances of success, we have even assembled an elite MedTech Specific Advisory Board, available to our clients on an as-needed basis to help them make key strategic business decisions. No other marketing agency can make that claim!

Can you elaborate on the integration of AI and its impact on the PR niche?

We all know AI significantly impacts the world; PR is no different in every niche. AI is improving so many areas of PR, including monitoring content, media distribution, content creation, and audience targeting. It is doing so faster and more efficiently, enhancing the outcomes of PR campaigns and expediting what once was a daunting process.

Having expertise in crafting and executing results-oriented marketing, what is your opinion on upskilling in digital marketing to stay relevant in the industry for the long run?

Constantly upskilling our team’s skillset is at the core of who we are as a company. As the digital era continues to evolve, so should the skills and knowledge that we must obtain to ensure our client’s success.

We not only provide external training opportunities for growth, but we also organize weekly “knowledge transfer meetings” where all employees have an opportunity to share with others some of the knowledge and skills that they possess.

Our goal is to constantly disseminate knowledge from one part of the organization or individual to another. Training is part of the reason for doing it, but it also boosts morale and increases everybody’s overall expertise and productivity.

Being an experienced leader, what were the initial challenges you encountered following the biggest challenges on the way ahead, and what were the ways you opted to overcome these?

We have partnered with over 120 privately owned or publicly traded MedTech companies in the past eight years. Our clients include original equipment manufacturers (OEMs), contract manufacturers, medical practices, medical software developers (SaaS), and cutting-edge organizations in the fields of artificial intelligence, nanotechnologies, and robotics.

While most of our clients are headquartered in the U.S., quite a few are from Europe, the Middle East, Asia, and New Zealand. We are a boutique MedTech marketing firm with a global footprint.

So, as you can imagine, our biggest challenge is to adapt to each company’s vision and goals and to align the marketing strategies that we deliver with the actual business plan that the companies are trying to achieve.

We can successfully solve the challenge because we are MedTech industry insiders. We know the market and the technologies, and in addition to delivering creatively, we quickly become the trusted strategic advisors of the companies we partner with.

Being a long-term trusted advisor to the people, what would be your advice to the budding entrepreneurs and enthusiasts aspiring to venture into the public relations industry?

Public Relation is about clearly understanding the goals and challenges of the target audience you are trying to reach, presenting straightforward solutions to the challenges you are addressing, staying on a script from a copywriting perspective, and, most importantly, following clear SEO guidelines. The rest will take care of itself.

How do you envision further strengthening MedTech Momentum, Inc.’s stronghold in 2022 and beyond?

As a full-service agency, we have clients at different stages in their life cycles. Some pre-revenue companies are looking for a branding and messaging strategy before a fundraiser or product launch. Some are well-established organizations looking to get into accelerated growth mode for value creation, preparing for an upcoming IPO or a liquidity event.

We are constantly strengthening our value proposition by implementing the latest digital techniques to boost brand awareness and lead generation. Most importantly, we are investing in human capital.

We currently have a team of 28 creative personalities and MedTech Marketing strategic advisors with a passion for developing successful organizations in the medical space. Marketing is what we do, but our reach goes much further!

Never forget that MedTech marketing, just like music, is as much an art as it is a science. It is easy to learn how to play an instrument or design a pretty website but writing a hit song or engaging visitors on a site is difficult. Because successful communication is about ‘the feel: It’s emotionally driven! At MedTech Momentum, we make sure that we understand our clients’ values, their vision, and most importantly, why they do what they do. We call it “emotional branding.”



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