In this episode of Audience Connection, Lydia Chan sits down with Terrence Wiggins, Director of Global Marketing at Cook Medical's Vascular Division, to explore what it takes to build trust and tell authentic stories in one of the world’s most highly regulated industries, MedTech.
With over 25 years of experience, Terrence shares how effective marketing in healthcare goes beyond physicians to reach hospital executives, patients, and clinical staff. He explains how storytelling must adapt for each audience segment, whether it’s patient impact stories that humanize outcomes, clinical data that validates innovation, or economic tools that speak to hospital decision-makers.
The conversation dives into the balance between authenticity and compliance, highlighting how transparency and consistency earn long-term trust. Terrence also unpacks the interplay of data and emotion in storytelling, why innovation is central to brand perception, and how marketers can prepare for the future by focusing on personalization and proof-driven messaging.
If you’re interested in how to communicate with clarity in complex, regulated environments or how brands can foster deeper connections with audiences through authenticity and innovation, this episode is packed with insights.
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