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How to leverage communications at any stage, according to Houston expert

No matter what stage your company is in, here's what you need to know about navigating a communications strategy. Photo via Getty Images

The significance of effective communication and its contribution to a company’s success are points regularly stressed by conference panelists and forum speakers. Yet for many founders it’s advice that fuels frustration for how to make communications a priority with a lack of understanding of the practice.

This article combines insights from investors, customers, advisers, and founders, with actionable recommendations that benefit both startups and growth stage leaders who are scaling the impact of their companies.

Why marketing communications is important

Marketing communications combines the use of messages and a broad spectrum of tools to communicate with target audiences in attracting customers, cultivating relationships, acquiring funding, increasing visibility, and growing influence.

To define marketing communications in singular terms limits its impact. “For some, communications is simply a pretty graphic,” says Adam Lipman, managing partner of Ecliptic Capital, “and they don’t think about the importance of communications that speak to the needs of their key audiences in language that will resonate with them.”

It can be tempting to jump straight to producing tools that you can touch, hear and see, but applying thoughtful strategies first has everything to do with how successful those tools will be.

A dangerous misconception

Regardless of how innovative your device, therapeutic or service, there is always competition, including the option of customers doing nothing. “We call it the good enough problem,” says Lipman. “If what’s currently being done is considered good enough, what is the incentive to improve or change it with your idea?”

Comparison is a common method for comprehending a disruptor’s unprecedented concept. Your wearable device that does something no one else’s does will, at the very least, be categorized and compared to other wearables. Your innovative concept for improving cardiovascular patient outcomes will be compared within the broad category of cardiovascular care. To believe there’s no competition to challenge your success, regardless of how unique, is a false sense of security that requires proactive messaging.

“If you don’t define your brand, someone else is going to do it for you, and it may not be what you want,” warns Tatiana Fofanova, co-founder and CEO of Koda Health.

The analogy we use when formulating messaging for our clients is to define their “seat at the table” so that no matter who or how many competitors are seated alongside them, the advantage their solution offers and the beneficial role they fill within the ecosystem is very clear.

Strategically connecting the dots

Distinguishing your company from its competition and motivating action on the part of investors or customers requires communication strategies that connect all the dots.

“Many entrepreneurs think their technology will sell itself,” says Michelle Stansbury, vice president of innovation and IT applications for Houston Methodist. “But for me to understand what we gain by utilizing their product, I want to know what problem are they solving. Does their product increase efficiencies, improve patient satisfaction, or answer a financial problem? Answering these questions is fundamental.”

In addition to messaging that clearly defines how your company is uniquely capable of delivering valuable solutions, it’s important to apply strategies for speaking your audience’s language and identifying the pain points you are capable of relieving. It also requires considering the perspective and experience of an audience’s different members. For instance, if presenting to an investor who is also a neurologist, sharing scientific data will be appreciated. For others, the why and how of what you offer may be better told through story.

The homework you do to fully understand your audience’s needs will not only produce beneficial insights but also demonstrate a level of commitment that can impress influencers and potential funders.

“I’m drawn to founders who want to walk in their customer’s shoes. They are generally deeply empathetic because they've spent time literally walking the halls with them and sat in the chairs next to them,” says John “JR” Reale, venture lead for the Texas Medical Center Venture Fund. “It’s very endearing to see a founder who wants to understand and continue to learn from who they want to serve.”

Actionable advice

Just as marketing communications is defined by multiple components, there are several actionable strategies for getting past the understanding phase. Here are three key recommendations to implement, whether a startup with limited resources or a company experiencing accelerated growth.

As a startup

  • Develop brand messaging that distinguishes your solutions from the competition and captures the compelling purpose and passion of your company’s mission.
  • Establish a working relationship with professional communicators. Though your budget is small, it’s a great way to develop trust and familiarity within the parameters of a single project for when greater resources allow expanded assistance in the future.
  • Identify each of your key audiences, including strategic partners, community influencers, and end users, as well as potential investors and other funding sources. The list may be daunting, so rank contacts in each category and unleash your entrepreneurial curiosity to research their needs and priorities.

The growth stage company

  • Invest in comprehensive communication consultation to elevate your startup marketing communications to the 2.0 level of expected sophistication. This is when the working relationship seeds you planted with a professional communicator really pays off. Trust has been established and there is a fundamental understanding for who you are and why it matters.
  • Just as your business plan provides vital direction, a strategic communications plan functions as an essential blueprint for achieving your goals, including connecting with target audiences, increasing visibility, marketing your company’s services or products, and strengthening your bottom line. Strategies should be tailored to your organization’s specific needs and identify the tools necessary for achieving success.
  • Prioritize and produce marketing tools identified in your plan that promote the company’s impact and build on the brand reputation it has achieved.

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Kelli Newman is president of the Houston-based communication strategies firm, Newman & Newman Inc., where she leads a talented team of marketing professionals advancing the success of their purpose-driven clients.

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Building Houston

 
 

This month, TMCi is welcoming a slew of health tech and cancer innovators who will advance solutions in medicine over the next several months. Image via TMC.edu

The Texas Medical Center has announced the latest cohorts of its two health tech accelerators.

The Texas Medical Center Innovation has named eight companies that are in the Spring 2023 Accelerator for HealthTech cohort. TMCi also announced 21 participants are set to join the 2023 Accelerator for Cancer Therapeutics cohort. Both programs connect the entrepreneurs and innovators to experts at TMC’s campuses to solve unmet clinical needs and reach the next business milestone.

“At TMC Innovation, we start with a promise of uniting cutting-edge innovators in science and medicine with the talent found at the Texas Medical Center," says Emily Reiser, associate director of TMC Innovation, in a news release. "Our 2023 cohort members are tackling some of the most critical issues we face today in healthcare.

"We are excited to welcome a new group of researchers and companies to the TMC Innovation Factory, and to work collaboratively with our new cohort members and our partners from across the Texas Medical Center," she continues.

Here's what 2023 can expect from these two program's cohorts.

TMCi HealthTech Accelerator

The six-month, twice annual HealthTech Accelerator — originally launched in 2014 with over 225 alumni companies — focuses on digital health and medical device startups. The spring cohort are addressing solutions across maternal medicine, mental health, diagnostics, patient experience, and artificial intelligence.

"Uniting talented professionals from across the globe provides a unique opportunity for innovation, creativity, and development in diverse areas of expertise," says Devin Dunn, head of the Accelerator for Healthtech at TMCi, in the release. "Our tailored program maximizes participants' experiences while determining the best match between these companies and Texas Medical Center’s network."

The cohort was selected following a November bootcamp that introduced potential startup members to the TMC and the Houston health care community.

The following companies will join the TMC this month:

  • Based in Roseville, Minneapolis, Bloom Standard is deploying the first self-driving pediatric ultrasound to earlier diagnose heart and lung conditions in primary care, remote and under-resourced settings.
  • San Francisco-based Ejenta automates remote monitoring and care using AI technology exclusively licensed from NASA. “Intelligent agents” learn from connected devices, claims and EMR data to monitor patients, predict health and to provide automated support for patients and automated workflow for clinicians.
  • Kintsugi, based in Berkley, California, is on a mission to see mental health more clearly by developing novel voice biomarker infrastructure to detect signs of depression and anxiety from short clips of free-form speech.
  • San Francisco-based Lana Health is modernizing patient experiences, across the care continuum with an end-to-end, scalable platform, enabling frictionless care transitions, high patient satisfaction, and better clinical outcomes.
  • Liberate Medical, from Crestwood, Kentucky, improves outcomes for mechanically ventilated patients using its breakthrough, non-invasive, respiratory muscle-protective, neurostimulation device, VentFree.
  • Limbix, headquartered in Palo Alto, has a mission to improve mental health with accessible technology.
  • Nua Surgical, from Galway, Ireland, Nua Surgical is an award-winning Irish start-up dedicated to innovating in women’s health.
  • Houston-based Prana Thoracic is developing solutions for the detection and intervention of early-stage lung cancer.

Accelerator for Cancer Therapeutics

The TMC has announced the 21 researchers and companies tapped to join the 2023 Accelerator for Cancer Therapeutics.

The nine-month program, funded by the Cancer Prevention and Research Institute of Texas in partnership with the Gulf Coast Consortia and the University of Texas Medical Branch, supports investigators and early-stage biotechnology companies with innovative solutions in cancer therapeutics. Participants will be mentored by a group of scientific, business, and innovation leaders to ultimately be positioned to apply for grants and pitch to investors and corporate partners to further the development of their innovative cancer solutions.

“For this third cohort, we focused on a strategic and extensive recruitment process, including the evaluation of 1,679 cancer research projects. From 56 applications, we selected 21 participants that will gain access to valuable resources, integrated training and mentorship to prepare for clinical trials,” says Ahmed AlRawi, program manager of Accelerator for Cancer Therapeutics, in the release. “Our 2023 cohort represents our most diverse cohort to date, including eight companies led by women entrepreneurs. We are excited to continue the momentum and build off the successes of our previous years.”

Forty-five participants have gone through the accelerator program since its launch in 2021, and collectively, the entrepreneurs have raised more than $90 million in funding and three projects are in the clinic.

The 2023 cohort participants are focused on a wide range of therapeutic assets, including small molecule, antibody, peptide/protein, cell therapy, and other. The 2023 cohort kicks off their nine-month program in January.

The participants include:

  1. Dr. Amit K. Tripathi – UNT-Health Science Center
  2. Dr. Darshan Gandhi (ImproveBio, LLC)
  3. Dr. Frank McKeon (Tract Pharmaceutical) – University of Houston
  4. Dr. Hemanta Baruah (Aakha Biologics)
  5. Dr. Joshua Gruber – UT-Southwestern
  6. Dr. Kyoji Tsuchikama – UT Health Science Center-Houston
  7. Dr. Maralice Conacci Sorrell – UT-Southwestern
  8. Dr. Michael Buszczak – UT-Southwestern
  9. Dr. Nadezhda (Nadia) German -Texas Tech-Lubbock
  10. Dr. Parsa Modareszadeh (HemePro Therapeutics) – UT-Dallas
  11. Dr. Robert Kruse (HydroGene Therapeutics)
  12. Dr. Xiang Zhang – Baylor College of Medicine
  13. Dr. Youngwook Won (Singular Immune, Inc.)
  14. Dr. Zhi-Ping Liu (Raphael Pharmaceutical LLC) – UT-Southwestern
  15. Dr. Jonathan Arambula (InnovoTEX Inc.)
  16. Dr. Isaac Chan – UT-Southwestern
  17. Dr. Olga Granaturova (Ruptakine Inc.) – UT Health Science Center-Houston
  18. Dr. Jim Song (Tranquility Biodesign) – Texas A&M-College Station
  19. Dr. Rosa Selenia Guerra-Resendez (Quetzal Bio, LLC) – Rice University
  20. Dr. Cassian Yee (Mongoose Bio, LLC) – UT-MD Anderson Cancer Center
  21. Dr. Manjeet Rao (Niragen, Inc.) – UT Health Science Center-San Antonio


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