Posts – Funnel Reboot

December 31, 2025December 31, 2025

Mastering constraints of Healthcare Marketing, with Cindy Grabowski

Episode 224

Thinking up a new product and commercializing it is not easy. All products face Financial, Technological and of course Competitive market barriers. But doing this in the field of Healthcare is not like any other industry. In healthcare, there exist extra regulatory hurdles that make product innovation even more difficult.

Before every medical device is introduced, they must find academics who will research them and publish articles that are heavily scrutinized by peers. Then they have to endure clinical screening before receiving government approval, which applies tight restrictions on what you can say about the product and how it’s used. After they enter most markets, the products must be coded so insurers will reimburse patients who use them. So if you have a health or medical technology product, how can you market it when you face all these limits?”

For the first time here, the mic will be in somebody else’s hands. That person is Cindy Grabowski, founder of Mind Grove, a US-based training platform built specifically for MedTech professionals. Have to disclose that I have no affiliation with Mind Grove, other than giving them a no-charge review of the marketing course on their platform. Anyway, she turned the tables on me to hear me answer how you can market in the Healthcare space with so many constraints.

As I present my points on healthcare marketing, listen for tips on:

Building your digital assets throughout your product’s lifecycle
Setting up campaigns on digital channels without breeching privacy
Engaging your patient population to create your content for you
Getting buy-in from decision-makers on upgrades to your marketing program.

So give this unique talk I have with Cindy a listen – I imagine even if you aren’t in Healthcare Marketing, you’ll come away with better ideas on how to overcome your own constraints. Let’s go hear how we can navigate around constraints.

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Timestamp Chapters

00:00 Introducing Cindy Grabowsky

01:07 Glenn takes a turn as guest on the show

03:09 What we’ll cover in Healthcare Marketing

04:33 The Big Question: Why is Healthcare so hard?

06:38 Leveraging Data in Healthcare Marketing

09:56 Case Study: EndoGastric Solutions

17:27 Optimizing Digital Presence and Compliance

33:57 Skills for measuring, managing Healthcare Marketing

People/Products/Concepts Mentioned in Show

Cindy Grabowski is a Clinical Affairs Executive with 30 years of experience in MedTech companies. She founded the MindGrove training platform to help develop tomorrow’s medtech leaders and believes true success comes from balancing work with well-being.

Cindy on LinkedIn

Mindgrove Insights website

boromir — Boromir agrees that a healthcare marketer faces a precarious task

December 20, 2025December 21, 2025

The Classical Marketing book, with Anthony “Tas” Tasgal

The world we inhabit today is, in countless ways, an extended echo of breakthroughs made by two extraordinary cultures that came from a compact corner of the mediterranean between the 4th century BCE to the 2nd century of the current era. I’m talking about Greece and Rome, whose influence on contemporary language, thought, and culture is so deeply woven into the modern world that we navigate it every day without noticing. Taking just language, be it English, French, Spanish or Italian, they all use words with origins that tie back to ancient law, institutions, arts and sciences. The concepts they gave linguistic expression to are stitched into everything that comes out of our mouths.

You’ll hear a passionate discussion today by two guys who both did an undergrad in classics. But you won’t need to know anything about this to get great marketing lessons from today’s talk. Believe it or not, the ancients can teach us a fair bit about marketing!

Our guest’s undergraduate courses taken at the University of Oxford in Classical Greek Language and Literature inspired him to write the book we’re discussing today.

He is a trainer, author, strategist, and lecturer who applies Storytelling, Behavioural Economics, and insight-driven thinking to brands and communications. Serving as a Course Director for several professional institutes, he also delivers TEDx talks and has spoken on stages around the world. His clients span organizations such as the BBC, Panasonic, Nokia, The Royal Albert Hall, and the UK National Health Service. An accomplished writer, he has published several award-winning books, including The Storytelling Book, which has sold 40,000 copies.

His seventh book, The Classical Marketing Book, is being released in North America at the start of 2026. Let’s go to the UK to speak with Anthony ‘Tas’ Tasgal.

Chapters Timestamps

0:00:00 Introducing Tas Tasgal

0:02:48 How Ancient Cultures Inform Modern Marketing Today

0:06:29 Uncovering Marketing Power in Word Origins

0:10:26 Using Ancient Myths for Market Segmentation

0:13:33 Connecting Behavioral Economics with Storytelling Power

0:17:21 Strategies to Avoid Marketing’s ‘Junk Folder’

0:21:52 Crafting Persuasive Frames with Historical Stories

0:26:43 The Power and Peril of Condensed Language

0:30:53 Mastering Persuasion with Ethos, Logos, and Pathos

0:34:48 Satire and Timeless Human Patterns in Marketing

0:37:57 Tapping into Ancient Wisdom for Modern Marketing

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Shownotes

The Classical Marketing Book

Tas’ TED Talk

Anthony “Tas” Tasgal on LinkedIn

December 12, 2025December 12, 2025

Keeping the Revenue Engine Running, with Karl Ortmanns

We often hear marketers talk about how vital their work is to sales. What we don’t hear nearly as often is the reverse: how essential sales is to a well-functioning marketing team.
If marketing creates the content, sales provides the context. And that context is what makes campaigns relevant, credible, and grounded in the real world. Sales teams feed marketing the on-the-ground truth—what prospects are actually saying, how they react to new pricing, and how they interpret a company’s positioning in different segments.
That’s especially clear when a business serving the SMB market tries to move upmarket. Sales hears almost immediately how enterprise buyers perceive the brand, revealing the gaps marketing must close for the company to compete at that level. It’s a live feedback loop marketers can’t get anywhere else.
Bridging those gaps requires real collaboration—sitting in on each other’s meetings, sharing insights early, and recognizing that both functions are cogs in the same revenue engine. Their shared job is to keep that engine running smoothly.
Our guest today understands that better than most. He’s a fractional leader of revenue and go-to-market teams, and host of the Revenue Problem Solvers Podcast, where leaders drop the script and speak candidly about what it really takes to build growth teams. He’s known for diagnosing the true cause of weak team performance – something he knows well from playing intervarsity sports. He gets frontline performing again too, using a coach’s tone to get them back on track.
And he doesn’t restrict this just to his day-job, this Southwestern Ontario native spends his weekends behind the bench as a minor hockey coach. Let’s go talk with Karl Ortmanns.

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Chapters/Timestamps

0:02:29 Navigating the Rollercoaster of Sales and Problem-Solving

0:04:29 Bridging the Gap Between Marketing Content and Sales Context

0:07:34 How External Shifts Impact Revenue and Strategy

0:10:09 Adapting to Digital-First Selling and New Tools

0:14:50 Readiness and Challenges When Moving Upmarket

0:18:34 Marketing and Sales: Listening and Collaborating for Growth

0:22:10 Optimizing Pricing and Positioning Through Market Insights

0:26:01 Leveraging Churn and Product Data for Improvement

0:27:56 The Collective Responsibility of Driving Company Revenue

0:31:39 Shortening Sales Ramps and Boosting Profitability