“Refine your value prop until it becomes a reason…the summation of a rational/emotional argument,” Flint McGlaughlin teaches in Value Proposition Power: 3 ways to intensify the force of your value proposition (https://meclabs.com/course/sessions/value-proposition-power/) (McGlaughlin is CEO of MarketingSherpa and MECLABS Institute).

I thought of this lesson while reading through the podcast guest application for the latest guest on the How I Made It In Marketing podcast. She markets to physicians, a perfect example of an ideal customer that needs to hear a rational (there is scientific evidence that this works) and emotional (the human beings in your care will be helped by this) argument.

You can hear how she responded to that question, along with lesson-filled stories from her career, in this episode with Laura Ayala, Vice President of Marketing and Customer Experience, Karius (https://kariusdx.com/).

Karius has most recently raised $165 million from a Series B funding round led by Softbank’s Vision Fund 2 and $255 million funding in total. Its liquid biopsy for infections diseases got the company named to the Forbes AI 50, a list of the most promising artificial intelligence companies. Ayala manages a team of 12 marketing and customer success professionals, along with five agencies.

Stories (with lessons) about what she made in marketing

Some lessons from Ayala that emerged in our discussion:

No room for error in healthcare marketing (exciting terms like “new product” and “novel” actually scare doctors)
Strike a balance between thoroughness and effectiveness.
There is value in persistence, grit, and sticking to your convictions.
The power of the story and the importance of repetition.
Grit and resilience.
Understand your customer and how to deliver your message effectively.

Related content mentioned in this episode

E-commerce: Testing value proposition leads to 220% increase in total conversions (https://www.marketingsherpa.com/video/testing-value-proposition-conversion-increase)

How I Made It In Marketing podcast (https://www.marketingsherpa.com/podcast)

Healthcare Marketing Leadership: Build communities…not a customer list, walk your own path, take care of yourself (podcast episode #30) (https://www.marketingsherpa.com/article/interview/healthcare-marketing-leadership)

5 mini case studies about understanding and serving the customer (https://www.marketingsherpa.com/article/case-study/understanding-what-customers-want-5-mini-case-studies)

About this podcast

This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.

Apply to be a guest
If you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

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