Maximizing ROI: ClearPoint's Approach to Targeted Medical Device Marketing

by Jacqueline Keller

ClearPoint Neuro, Inc. logo
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What you'll discover
when watching Jacqueline's story

  • In-person events and peer-to-peer interactions often yield the highest engagement and lead generation in specialized industries.
  • Diversifying marketing strategies for different audience segments can maximize impact with limited resources.
  • Gathering continuous feedback from customers and end-users is crucial for product development and improvement.
  • Data-driven decision-making and measuring ROI are essential for optimizing marketing spend, especially for smaller companies.
  • A company's brand goes beyond visuals to encompass the overall experience and perception customers have of the organization.
  • Product marketers should deeply understand the competitive landscape and clearly articulate key differentiators and benefits.
  • While AI can assist with certain marketing tasks, human creativity and product knowledge remain crucial for effective marketing.
Meet Jacqueline Keller

Meet Jacqueline Keller - VP of Marketing @ ClearPoint Neuro Inc.

Jacqueline Keller is the Vice President of Marketing at ClearPoint Neuro Inc., a global device, cell, and gene therapy-enabling company offering precise navigation to the brain and spine. She began her career as a medical interpreter at Johns Hopkins Hospital, working with renowned physicians across various specialities before moving into the biotech industry, driving disruptive technologies across the chasm.

Jacqueline transitioned into marketing after completing her MBA, where she majored in the field. She joined ClearPoint Neuro in 2019, bringing her unique blend of healthcare and marketing expertise.

At ClearPoint Neuro, Jacqueline manages marketing strategies for two distinct audiences: neurosurgeons and pharmaceutical companies. She oversees go-to-market approaches for the company’s innovative technologies in deep brain stimulation and gene therapies.

Under Jacqueline’s leadership, ClearPoint Neuro has successfully rebranded and expanded its market presence. She emphasizes data-driven decision-making and cost-effective marketing strategies to drive growth for the company.

 

Check out Jacqueline Keller's thoughts on marketing strategies and insights

When it comes to marketing strategies for different audience segments, Jacqueline shares her approach:

"We have 2 different audiences. We have neurosurgeons that we obviously market to and gain awareness about our technology. But we also work with pharmaceutical companies and clinical research organisations."

Jacqueline Keller Tweet

She also shares how she gathers customer feedback:

"Be relevant to the consumer at all times. If you understand what the consumer needs you'll always appear fresh. When you communicate a message that is targeted and relevant you'll get an engaged consumer that identifies with your brand."

Jacqueline Keller Tweet

Jacqueline also gives some insights for product marketing:

"The most important thing for product marketing, especially in medical devices, is it going to be a faster procedure? Is it going to have better outcomes, and is it going to be less expensive than the alternatives?"

Jacqueline Keller Tweet

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