The Global Marketing Show

By: globalmarketingshow
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  • Summary

  • The podcast for global marketers to hear experts talk about opportunities and challenges in increasing multilingual lead gen and revenue. Explore the highs and lows and then delve into best practices for strategies, technologies, processes and quality for translation, transcreation, localization and more.
    Copyright 2020 All rights reserved.
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Economics Marketing Marketing & Sales
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Episodes
  • Resources for US Exporters - Show #144

    Resources for US Exporters - Show #144
    Mar 26 2025

    Wendy Pease is President and owner of Rapport International, a translation and interpretation services provider. In this episode of The Global Marketing Show, she serves double duty, serving as both host and guest and sharing her vast experience with helping US companies export.

    Did you know that 93% of small international businesses export, while in the US, only 5% of US companies export? The US imports tons of containers full of goods and ships empties back to countries around the world.

    Imagine how much revenue our economy would produce if small- and mid-sized US companies started selling internationally! It could, arguably, solve several of the country’s fiscal problems.

    When asked why they don’t export, entrepreneurs and business owners alike say they simply lack the knowledge; they don’t know where to start or how to handle regulatory and payment issues.

    The US federal and state governments continuously strive to correct this trade imbalance, offering resources to help companies export; trade advisors, in-country attachés, research support, and grant monies are just the beginning of an extensive support network designed to help even the smallest American companies compete on the global stage.

    In addition, there are industry organizations, trade centers, chambers of commerce, and service providers willing to help.

    In this episode, Wendy lists the 7 main sources of exporting support.

    Pick one and reach out.

    Links:

    Resource Center - https://www.rapporttranslations.com/learning-center

    Book – The Language of Global Marketing - https://www.rapporttranslations.com/the-language-of-global-marketing-book

    Website: https://www.rapporttranslations.com/

    Connect with Wendy - https://www.linkedin.com/in/wendypease/

    Music: Fiddle-De-Dee by Shane Ivers - https://www.silvermansound.com

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    29 mins
  • Global Medical Device Research - Show #143

    Global Medical Device Research - Show #143
    Feb 26 2025
    Maria Shepherd is the founder and CEO of Medi-Vantage, which helps companies develop disruptive medical devices and marketing strategies. Every strategy is designed to decrease risk, disrupt existing markets, and drive market share while improving patient outcomes. With clients from Japan, Australia, several EU countries, and the United States, Medi-Vantage has developed a comprehensive approach to global market entry, with services encompassing everything from developing engineering marketing specifications to conducting clinical due diligence for acquisitions. As a guest on The Global Marketing Show, a Rapport International podcast, Maria shares her best advice from over 16 years of medical device strategy research, covering the commercialization continuum from marketing specifications through reimbursement, pricing strategy, and go-to-market planning. She also provides a roadmap for bringing medical devices to global markets: careful research and strategic pricing built upon a deep understanding of local healthcare systems. The Complexities of Global Medical Device Pricing Maria reports that thanks to increased transparency in the digital age, the days of setting different prices for different regions are essentially over. When a medical device is sold at a significantly lower cost in India, for instance, in the US, Germany, France, or Japan, economic buyers can easily access that information. Transparency has forced companies to develop more sophisticated approaches to market entry in different regions. Some strategies include providing complementary capital equipment with the purchase of disposables or the implementation of subscription models. These approaches must be carefully considered, however, as some markets (like US hospitals) are known to resist certain pricing models. The key is finding a balance across different healthcare systems while maintaining profitability and market access. Medi-Vantage develops budget impact models to help companies determine pricing and demonstrate value. Maria describes a recent project involving a device to help OB-GYNs make more informed decisions about C-sections. The model factored in: Current C-section rates (36% in the US versus 24% globally) Hospital costs associated with C-sections Potential complications and ICU stays Impact on mothers and babies NICU costs Associated litigation risks Long-term implications like cerebral palsy A comprehensive analysis quantifies immediate and long-term cost savings, making it easier for healthcare providers to justify the investment. Such models are particularly valuable when introducing disruptive technologies that require changes to established medical practices, Maria says, adding that: We quantified all of those and put them into the budgetary impact model because, oftentimes, nobody really sees an alternative to C-section. They don’t sit down and figure out, what if we didn’t have to do this C-section? Then there are the costs to the mother, of complications, death, extreme impairment, or long hospitalization. Clinical Due Diligence in Global M&A Medi-Vantage also conducts clinical due diligence for medical technology companies considering acquisitions. Maria says it’s not unusual for a surface-level appeal to fall short of reality, describing a rare instance in which she resisted an acquisition. A new technology promised to reduce a procedure requiring two in-hospital procedures to one hospital procedure plus one office visit, a clear win for efficiency and cost reduction. During the due diligence process, however, the Medi-Vantage team uncovered significant resistance from both physicians and hospital administrators. The physicians were concerned about losing control of the second procedure to another specialist; hospital administrators worried about lost revenue. The feedback proved invaluable to their client’s decision-making process, highlighting the importance of understanding local healthcare dynamics and stakeholder interests. Advice for Global Market Entry Medical device companies seeking global expansion face a complex web of challenges that extend far beyond basic market research. Standing out in a competitive market requires working with consultants who have deep expertise in specific medical specialties, she says, and a network of partners who understand both the clinical and business aspects of the device industry. “It’s important to seek out the people who can do the best for you, who understand the medical device specialty,” be it interventional cardiology or gastroenterology, regulatory requirements, translation, or another aspect. This targeted approach helps to prioritize the steps toward market acceptance based on unique workflows and decision-making processes. The complexity extends beyond clinical knowledge. Market entry strategies must also account for local healthcare systems, reimbursement structures, and regulatory frameworks. “It’s ...
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    31 mins
  • Predictive Analytics Saves Lives - Show #142

    Predictive Analytics Saves Lives - Show #142
    Jan 22 2025
    Thorsten Waloschek is CEO of NeoPredics AG, a Swiss digital health startup revolutionizing neonatal and maternal care through predictive analytics. Its first product, BiliPredics, predicts neonatal jaundice progression and is already available in both European and U.S. markets. By analyzing biomarker data, BiliPredics can forecast a baby's bilirubin levels for up to two and a half days after hospital discharge, enabling healthcare providers to make more informed decisions about when to send newborns home. "The very last thing you want to do is rush back to the hospital within two days,” Thorsten explains. Such returns disrupt crucial parent-child bonding and lactation and can cause unnecessary stress for new families. Hospitals can provide preventive treatment by identifying at-risk infants before discharge, ensuring a smoother transition to home life. Building upon BiliPredics’ success, NeoPredics is currently in development of a similar solution for preeclampsia, a hypertensive disorder that affects 2% to 10% of pregnancies globally, according to the World Health Organization (WHO). The exact numbers vary according to geographic region, but on average, the WHO attributes 70,000 maternal deaths and half a million fetal deaths to the condition annually. (Khan B, et al. Preeclampsia Incidence and Its Maternal and Neonatal Outcomes With Associated Risk Factors. Cureus. 2022 Nov 6;14(11). PMCID: PMC9723483, PMID: 36483900.) NeoPredics’ technology aims to identify high-risk pregnancies as early as 12 weeks into gestation, prompting proactive medical intervention. In this episode, Thorsten describes the whirlwind process of building a global healthcare business, particularly when navigating regulatory environments and cultural nuances across different markets. Strategic Global Expansion Founded in 2020 in Switzerland, NeoPredics took an early international approach, establishing their U.S. subsidiary just one year later. This quick expansion into the American market wasn't merely opportunistic; it was strategic: Why the US? Because it's still the single, unified, biggest medical device market in the world. We entered the United States and then went back into Europe, which was the second step because of regulatory challenges. But in the end, it's global. We want to help every newborn baby, young family, and pregnant woman. It's not only about healthcare disparities and racial discrimination; it happens everywhere in the world. Pregnant women and newborn babies are always the least taken care of by the population, no matter where. In addition to strategic market selection, Thorsten emphasizes the importance of local partnerships, especially for startups with limited resources. "I would never try it on my own," he says about entering new markets. "I would always look for a partner that helps us as a company to enter that market." Local partnerships will help with cultural Integration, which is integral to global business success. Thorsten describes how different regulatory approaches reflect more profound cultural distinctions; for instance, the contrast between European "black and white" regulatory environments and the more negotiation-friendly American system reflects how each culture conducts business. Thorsten provides additional insight into managing cross-cultural communication, including translation. His approach combines several key elements: Local language integration. Instead of solely relying on interpreters, NeoPredics seeks partners or consultants who speak the local language and understand the medical industry. This approach ensures both linguistic accuracy and cultural relevance. Layered translation process. For technical documentation, the company employs a two-step process: First, professional translation services provide a grammatically correct translation, and then local, native-speaking subject matter experts review it to refine the cultural nuances. Cultural context. For example, Thorsten points out that direct-to-consumer medical marketing, common in the U.S., remains prohibited in Germany, necessitating different marketing approaches in each market. Navigating Regulatory Challenges Thorsten explains that regulatory frameworks worldwide were formulated primarily around hardware-based medical devices, creating unique challenges for software-based solutions like predictive analytics. "And suddenly, not suddenly, but for the last 10, 15, 20 years, more and more software is coming," he adds. This disconnect has led to interesting developments in market entry strategies. While Europe was traditionally considered an easier first market for medical devices, that dynamic has shifted, with many companies now finding the FDA process more straightforward for software-based solutions. Thorsten’s best advice is to "Pick a country where you want to get your foot in, where you have your anchor point, and go from there. Don't ‘go into Europe’. That doesn't mean ...
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    30 mins

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