Why your clinical background is hampering traction:

Swapping the lab coat for a marketing (wizards) hat is not so easy.

I believe clinicians turned founders are at a disadvantage in marketing, particularly when it comes to marketing their innovations to direct-to-consumer (DTC) audiences.

Navigating the path between clinical expertise and entrepreneurial ambition was never going to be easy. Here are my thoughts on current challenges and potential solutions for clinicians turn founders.

1. The Clash of Mindsets:

Clinicians are trained to approach problems with a meticulous eye for detail, grounded in evidence-based practice and the scientific method. The world of entrepreneurship often demands bold, intuitive decision-making. This normally means you have less time to calculate risk. Delay too long and the opportunity is gone. This clash of mindsets can leave clinicians-turned-founders feeling adrift and uncomfortable.

2. Transitioning Perspectives:

Transitioning from the clinic to the boardroom requires a fundamental shift in perspective. Clinicians may lack the expertise necessary to craft compelling marketing messages that resonate with a broader consumer audience.

Using relatable language is a skill that must be honed over time. This includes adapting to psychographic segments of your audience and tailoring your message for each marketing channel.

Even once this skill is mastered, it can be difficult to switch between technical terminology and relatable everyday language.

3. Embracing Intuition:

To thrive as entrepreneurs, clinicians-turned-founders must embrace intuition. There is no unit of data for measuring one’s intuition. For clinician’s this means re-evaluating ingrained habits and perspectives acquired during years of clinical practice and learning to trust their intuition as a founder.

4. Practical Strategies for Success:

So, how can clinicians-turned-founders bridge the gap between clinical expertise and entrepreneurial prowess in the realm of DTC marketing? Here are some practical strategies to consider:

• Don’t Invest in Marketing Education: You don’t have time. Instead, lean in to your data reading skills and fully understand each marketing analysis report. Learn to ask the right questions of your marketing team.
• Collaborate with Marketing Experts: Surround yourself with professionals who specialize in DTC marketing, leveraging their expertise to craft compelling campaigns. And feel free to ask them questions.
• Focus on Data Storytelling: Translate the technical aspects of your innovation into a compelling narrative that resonates with consumers on an emotional level. This is an art in itself. Just ask Sara Janasz .
• Test and Iterate: Embrace a culture of experimentation, testing different marketing strategies to identify what resonates most with your target audience.

While the journey from clinician to founder may be fraught with challenges, it also presents exciting opportunities for growth and innovation.

I’d love to hear your thoughts and experiences on this topic. Am I being unfair? Are there overlooked advantages to having a clinical background?

How have you navigated the transition from clinician to founder? What strategies have you found most effective in marketing your innovations to DTC audiences?