Marketing Strategies in Regulated Industries

In this insightful episode of Schmidt List, host Kurt Schmidt sits down with Bob Freytag, a seasoned marketing expert and partner at Introworks, a specialized marketing agency with over three decades of experience.

Bob delves into the meticulous research methodologies used at Introworks, highlighting the importance of deep individual interviews in understanding a company's ecosystem—from products and competitors to customer mindsets. He shares their structured approach, from exploration meetings to crafting strategic narratives and narrowing down messaging into clear, market-tested ideas that resonate with the target audience.

The discussion emphasizes the critical role of market feedback in shaping brand messaging, the necessity of preparing sales teams with practical tools, and the challenges of maintaining regulatory compliance in highly regulated industries like medical technology and fintech. Bob also introduces their proprietary tool, Trueview, which aids in aligning market perceptions with the company’s messaging.

Listeners will gain valuable insights into the importance of branding, authenticity, and client education. Bob and Kurt explore how understanding and connecting with clients can lead to market success, illustrated by real-world examples of successful marketing repositioning and product launches.

Tune in to discover the nuances of working within regulatory constraints while maintaining creativity, the significance of continuous learning in marketing, and the power of listening to and collaborating with your audience.

For more information and to connect with Bob Freytag and Introworks, visit their website at intro.works, subscribe to their quarterly newsletter, "The Catalyst," or reach out directly via email or LinkedIn.

Join us for a deep dive into the art and science of effective marketing in complex industries!

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