Building a Strong Brand in Healthcare Startups

Marketing and communications play a critical role in securing investment and driving product and service adoption in digital health. In this special two-part episode, Steve Kraus explores the art of storytelling in healthcare with two industry experts: Chrissy Farr, a veteran digital health journalist turned venture capitalist and advisor, and Kate Cronin, Chief Brand Officer at Moderna. They discuss:

• What makes for a great story in digital health
• The importance of including setbacks and challenges in company narratives
• The undervaluing of marketing and communications roles
• Strong digital health brands such as Livongo, PillPack, and Bobbie
• Chief Brand Officers vs. Chief Marketing Officers
• Lessons learned from rapidly scaling Moderna's brand during the COVID-19 pandemic
• The importance of internal communications

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