# 016 - "Be More Specific" with Joe Hage

- Show: [Let's Combinate](https://hardwarepodcasts.com/podcast/lets-combinate)
- Published: 2022-01-19
- Length: 49m
- Page: https://hardwarepodcasts.com/podcast/lets-combinate/2022-01-19-016-be-more-specific-with-joe-hage
- Listen: https://podcasters.spotify.com/pod/show/letscombinate/episodes/016---Be-More-Specific-with-Joe-Hage-e1cdhp8

## Summary

Joe Hage, founder of Medical Marcom and host of the 10x Medical Device Conference, explains that medical device marketing requires specific, human-centric storytelling rather than broad interruption marketing. He illustrates this with examples of a remote urology monitoring device and an esophageal echo probe, emphasizing the need to translate complex engineering into clear value propositions for hospital committees. Hage argues that building trust through word-of-mouth and precise positioning is more effective than generic claims, citing his 'Hell List' of marketing tactics and the importance of urgency in messaging.

## Chapters

- [0:53](https://hardwarepodcasts.com/podcast/lets-combinate/2022-01-19-016-be-more-specific-with-joe-hage#t=53) Introduction: Joe Hage and Medical Marcom
- [5:01](https://hardwarepodcasts.com/podcast/lets-combinate/2022-01-19-016-be-more-specific-with-joe-hage#t=301) Transitioning from Food to MedTech Marketing
- [11:35](https://hardwarepodcasts.com/podcast/lets-combinate/2022-01-19-016-be-more-specific-with-joe-hage#t=695) The 'Hell List' and Storytelling Strategy
- [20:10](https://hardwarepodcasts.com/podcast/lets-combinate/2022-01-19-016-be-more-specific-with-joe-hage#t=1210) Case Study: Remote Urology Monitoring Device
- [25:46](https://hardwarepodcasts.com/podcast/lets-combinate/2022-01-19-016-be-more-specific-with-joe-hage#t=1546) Simplifying Complex Tech: The Echo Probe
- [34:33](https://hardwarepodcasts.com/podcast/lets-combinate/2022-01-19-016-be-more-specific-with-joe-hage#t=2073) Defining the Core Story and Positioning
- [42:55](https://hardwarepodcasts.com/podcast/lets-combinate/2022-01-19-016-be-more-specific-with-joe-hage#t=2575) Emotional Marketing: The Defibrillator Ad
- [47:43](https://hardwarepodcasts.com/podcast/lets-combinate/2022-01-19-016-be-more-specific-with-joe-hage#t=2863) Book Recommendation and 10x Conference

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

early-stage companies

## Mentioned

- Medical Marcom (company)
- 10x Medical Device Conference (other)
- Medical Devices Group (other)
- Jell-O (product)
- Kool-Aid (product)
- Campbell Soup (product)
- Billy Mays (other)
- Cardiac Science (company)
- Netflix (other)
- Taco Bell (company)
- Prego (product)
- Robert Cialdini (other)
- Psychology: The Power of Persuasion (other)

## Related episodes from other shows

- [#463: Finding MedTechs Leading Voices with Sean Smith](https://hardwarepodcasts.com/podcast/global-medical-device-podcast/2026-07-06-463-finding-medtechs-leading-voices-with-sean-smith) (Global Medical Device Podcast)
- [Why Storytelling Matters for Medical Device Companies](https://hardwarepodcasts.com/podcast/global-medical-device-podcast/2021-08-25-why-storytelling-matters-for-medical-device-companies) (Global Medical Device Podcast)
- [Preventing the Death of Medical Device Sales](https://hardwarepodcasts.com/podcast/global-medical-device-podcast/2022-07-13-preventing-the-death-of-medical-device-sales) (Global Medical Device Podcast)
- [#397: Winning Over Skeptics: the Key to Product Adoption in Healthcare](https://hardwarepodcasts.com/podcast/global-medical-device-podcast/2025-02-06-397-winning-over-skeptics-the-key-to-product-adoption-in-healthcare) (Global Medical Device Podcast)
- [#367: Interviewing the Interviewer](https://hardwarepodcasts.com/podcast/global-medical-device-podcast/2024-05-16-367-interviewing-the-interviewer) (Global Medical Device Podcast)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/lets-combinate/2022-01-19-016-be-more-specific-with-joe-hage. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Let's Combinate.