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Anka Twum-Baah
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Recent Posts
Why MedTech’s Brilliant Innovators Must Also Become Commercial Architects
| Great technology is necessary. It is not sufficient. The graveyard of MedTech is lined with brilliant innovations that never found their market — not because of scientific failure, but commercial invisibility. |
I just returned from LSI USA ‘26 in Dana Point — the most impressive gathering of emerging MedTech talent I’ve witnessed in decades. The event convened 2,000 executives, 394 presenting startups, and over 500 active investors and strategics. The scientific ambition in that room was extraordinary.
Creating Compelling Assessments that Drive Value
Tue, Jul 9, 2024 — Does your business need a health checkup? Just as you would not wait for symptoms to turn into a full-blown illness before seeing a doctor, savvy leaders understand the value of regular assessments to keep their organizations healthy and thriving. Assessments are a vital diagnostic tool, revealing strengths, weaknesses, and hidden issues that might otherwise go unnoticed. Much like preventive healthcare, they provide early warnings, allowing leaders to address concerns before they escalate into crises.
The Importance of Customer Empathy in Journey Mapping
Thu, Jun 20, 2024 — In today's hyper-connected world, the customer journey has evolved into a multifaceted landscape shaped by many influences and access to extensive information. As personalization and marketing sophistication continue to advance, it becomes increasingly vital for businesses to acknowledge that understanding the customer journey extends beyond mere assumptions. To navigate effectively, businesses require a nuanced approach that recognizes the inherent complexity of consumer behavior and actively engages in empathetic journey mapping.
The Significance of Personalization in Enhancing Account-Based Marketing Strategies
Wed, May 22, 2024 — Customers love feeling known and appreciated by the companies and brands that have earned their business and loyalty. In today’s marketing environment, forging that bond is more important than ever before. When companies miss the mark on personalizing their offerings, this incredibly important value proposition becomes muted.
Analyzing Customer Data to Gain Actionable Insights
Wed, May 1, 2024 — Customer data is crucial when creating a sales and marketing strategy. But humans are not made of data, so when considering the customer, you must acknowledge that the data itself doesn’t reveal the whole story. How marketers gain actionable insights – and drive growth – through data is a more important question to ask and answer.
The Benefits of a Unified Sales and Marketing Strategy
Mon, Apr 22, 2024 — It used to be that companies could achieve growth by simply focusing on sales or having sales and advertising be complementary marketing tactics. But today, macro and micro pressures along with evolving landscapes across industries have resulted in a more competitive landscape. Tools like artificial intelligence (AI) and machine learning (ML) provide a level of sophistication, and these tools can help business leaders bridge strategies and tactics across different business units.