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BHI EIR Insights: 7 Tactics to Optimize Launch Messaging – Part I

By EIR Insights, News

by Jonathan Kay, MPP, Managing Partner, Health Market Experts & BioHealth Innovation, Inc. Entrepreneur-in-Residence

Healthcare is complicated. Communicating effectively doesn’t need to be.

For a new medical technology, biologic, pharmaceutical, or digital health solution, a critical element of go-to-market strategy (GTM) and initial commercial success is messaging.

But messaging often doesn’t get the attention it deserves.

GTM messaging could include messages to any: physicians, hospital administrators, policy makers, patients, caregivers, payers, and more.

This post kicks off our 7-part series on Optimizing Launch Messaging 🚀, where we will share 7 valuable tactics to help achieve your goals related to access, commercial success, and improved patient outcomes.

Tactic 1: Test, Don’t Guess

The first step to optimizing launch strategy is embracing a data-driven mindset:

Healthcare markets are complex in so many ways. Think of the scientific, clinical, regulatory, reimbursement, and competitive landscape. Testing in a complex and changing environment helps minimize risk and maximize potential.

Companies run clinical trials to test the impact of a therapy. Similarly, commercial teams should test their launch communications to ensure they are effective and safe. That is, are the messages clear, credible, and persuasive? Do the messages avoid unintended consequences?

Why test messages? We test messages to:

  • Understand unmet needs
  • Assess competitive differentiators
  • Understand which messages resonate and why
  • Learn how to motivate appropriate behavior

Do you have a positive example from when you tested messages in advance of using them? Share your thoughts below!

At Health Market Experts, we make corporate and brand messaging more efficient and effective. If your organization is preparing to launch a product or a campaign, connect with us to learn more about how we can help you develop and execute your launch plan and maximize success. Ask us about message awareness and attribution, too.

This post was written with NI not AI (written by a human using natural intelligence).

This post expands on content I previously wrote as a blog at Catalant and delivered in guest lectures at Rutgers Business School.

Visit https://www.linkedin.com/in/jonathan-kay-healthcare/ to connect with Jon on LinkedIn.

TEDCO’s Maryland Innovation Initiative Announces First Round of Baltimore Innovation Initiative Awardees

By News

The Baltimore Innovation Initiative awards a total of more than $645,000 to 14 awardees

COLUMBIA, Md., (August 18, 2025) — TEDCO, Maryland’s economic engine for technology companies, announced the first round of the Baltimore Innovation Initiative (BII) Pilot Program awardees, marking an important milestone for the organization. The BII Pilot Program falls under the Maryland Innovation Initiative (MII), fueling innovation and economic impact in the Baltimore region.

“The first round of BII awardees exemplify the innovation present throughout the Baltimore-Columbia-Towson Metropolitan Statistical Area,” said Abi Kulshreshtha, executive director, MII. “These awards will advance innovative technologies from seven colleges and universities, contributing to Maryland’s growing innovation ecosystem.”

The BII was created to support an equitable innovation and entrepreneurial ecosystem within higher education institutions in the Baltimore-Columbia-Towson Metropolitan Statistical Area (MSA). As part of Maryland’s matching contribution toward the Baltimore Tech Hub, the BII seeks to advance technology toward commercialization of a product or service and bolster support for entrepreneurs developing technology-based ventures.

“We received a number of excellent candidates – choosing the 14 awardees was a difficult process, but we feel these awardees are best positioned to utilize the funding provided to progress towards commercialization,” said Jalaycia Lewis, BII program manager.

The Technology Advancement Grant offers applicants support to commercialize a new or existing technology at an eligible institution while the Entrepreneurship and Commercialization Programming and Infrastructure Grant supports the creation or enhancement of entrepreneurship programs and commercialization infrastructure for technology-based ventures.

The eight Technology Advancement awardees include:

  1. Selena Shirkin,Fetal Therapy Technologies: Designing a novel port system for microsurgery; Johns Hopkins University
  2. Rebecca Greene,Semiautonomous Humanistic Algorithm for Reduced Effort and Enhanced Dexterity (SHARE2D) Control; Johns Hopkins University
  3. Anika Mistry,DevMinds: adaptive social-emotional learning to support neurodiverse kids beyond therapy sessions; Johns Hopkins University
  4. Oriol Cuxart,A breakthrough neuromodulation solution for Chronic Rhinosinusitis patients; Johns Hopkins University
  5. Michael Tangrea, advancing precision medicine through commercialization of the micropurification technology; Loyola University Maryland
  6. Kevin Tu, developing a secure and integrated fume hood management platform to reduce energy waste in research laboratories; University of Maryland, Baltimore
  7. Andres Londoño,DegreeMap: A smart degree planning platform for Maryland higher education; Towson University
  8. Debbie Sahlin, ACCESS-DP Advancing Coordinated Care and Emerging Smart Solutions for Disabled Populations; University of Maryland, Baltimore

The six Entrepreneurship Commercialization, Programming and Infrastructure Awardees include:

  1. Ian Ryu,AI Venture Studio Pilot; Johns Hopkins University
  2. Wendy Bolger, Support for the Baltipreneurs Accelerator; Loyola University Maryland
  3. Ryan Hoover, Launching the MICA Biodesign Program to Support and Diversify the Regional Bioeconomy; Maryland Institute College of Art
  4. Henry Mortimer,UBalt AI-Enabled Business Incubator; University of Baltimore
  5. Kenneth Wong,Center for Climate and Health Entrepreneurship; University of Maryland, Baltimore
  6. Jamie Gurganus,Embedding Entrepreneurial Mindset in Academia: Launching the Entrepreneurial Learning Lab at UMBC; University of Maryland, Baltimore County

“Innovative entrepreneurs thrive in Maryland with the support of programs like BII,” said TEDCO CEO, Troy LeMaile-Stovall. “As the number one state for minority-owned businesses, Maryland is moving the needle forward. By embracing diversity, we continue to see growth in a merit-based ecosystem that will not only bring the state to the forefront of innovation but will allow for sustainability.”

The MII was established as a collaboration between the State of Maryland and five academic research institutions, and leverages each institution’s strengths while promoting the commercialization of research conducted there. Since its inception, the program has invested more than $59 million in promising research commercialization, supported nearly 200 companies and generated almost 400 jobs. The success of the MII led to several pilot programs that expanded MII’s reach to two more comprehensive universities in addition to the creation of BII.

To learn more about the MII and BII programs, eligibility and application details, visit tedcomd.com/funding/maryland-innovation-initiative.

About TEDCO

TEDCO, the Maryland Technology Development Corporation, enhances economic empowerment growth through the fostering of an inclusive entrepreneurial innovation ecosystem. TEDCO identifies, invests in, and helps grow technology and life science-based companies in Maryland. Learn more at www.tedcomd.com.

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Media Contact

Tammi Thomas, Chief Development & Marketing Officer, TEDCO, tthomas@tedcomd.com

Rachael Kalinyak, Associate Director, Marketing & Communications, TEDCO, rkalinyak@tedcomd.com

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