BMMG is deeply entrenched in the medical industry and is keenly aware of how it is evolving. We understand the steps we must take to evolve and adapt with it: Lisa Bichsel of Bichsel Medical Marketing Group

“We not only understand the challenges our clients face in this ever-changing landscape, but our entire team are experts in healthcare-specific solutions that are FDA and regulatory-compliant.”

Bichsel Medical Marketing Group, or BMMG, is a leading healthcare marketing firm, focusing on helping medical device, biotech and pharmaceutical companies commercialize their innovations. BMMG serves clients around the world.

The company is virtual without a brick and mortar office.

The Silicon Review reached out to Lisa Bichsel (Founding Partner of BMMG) and Lauren Dustman (CEO), and here’s what they had to say.

Interview Highlights

Lisa Bichsel, please tell us about the circumstances or events that led to the founding of Bichsel Medical Marketing Group.      

After spending over three decades working in MedTech companies, from early stage to Fortune 100 level and everything in between, I realized that the most rewarding years of my career were with startups. So, I decided to launch my own company providing outsourced marketing support for these fascinating companies that have a breakthrough innovation but need to keep their headcount low during their early stages of operation.

Initially started in 2014 with only one person, Bichsel Medical Marketing Group now has a team of 30-plus marketers and specialists (graphic designers, illustrators, programmers, planners, writers, social media gurus, and more).

Q. Lauren Dustman, setbacks are a part of every growing business. Tell us about a few roadblocks and learning lessons that helped Bichsel Medical grow through the years?          

Every marketing firm's journey is unique, and the ability to learn from setbacks and adapt to changing circumstances is essential for sustained growth in this dynamic industry. Some examples of roadblocks we have been faced with and overcome include:

Market Changes and Trends

Roadblock: Rapid changes in market trends and consumer behavior can pose challenges in trying to keep up with the latest technologies and preferences.

Learning Lesson: Adaptability is crucial. Successful marketing firms stay informed about industry trends, invest in ongoing training, and remain flexible to adjust their strategies.

Client Retention and Satisfaction

Roadblock: Client satisfaction is paramount, and retaining clients in a competitive market can be challenging.

Learning Lesson: Building strong, long-term client relationships requires effective communication, delivering results, and demonstrating the value of your services. Regular feedback and a focus on client success contribute to client retention.

Talent Acquisition and Retention

Roadblock: Attracting and retaining skilled professionals in the competitive marketing industry can be a challenge.

Learning Lesson: Create a positive work culture, provide opportunities for professional development, and offer competitive compensation. A talented and motivated team is essential for sustained growth.

Measuring ROI

Roadblock: Proving the ROI of marketing efforts can be challenging, especially with the increasing complexity of online and offline channels.

Learning Lesson: Implement robust analytics and measurement tools. Regularly assess the performance of campaigns, track key performance indicators, and use data-driven insights to refine strategies.

Q. Lisa, as a leading healthcare marketing firm, what are BMMG’s key focus areas? 

BMMG is a completely outsourced medical marketing department; meaning that we can strategically tackle anything a fully staffed in-house medical marketing team can, and at a fraction of the cost of full-time employees.

Q. Lauren, can you introduce us to your services? What are their main features?

We work with medical device and biotech companies to strengthen their presence in target markets through innovative tools, programs, and demand generation activities. With a focus on creative solutions, we provide timely, affordable services that show real results to your shareholders, making your company more attractive for future acquisition and investor funding.

Our key services include marketing strategy, event management, market research, digital marketing, sales tool and program development, market access, product management, public relations, outreach, and branding.

Q. Lisa, will Bichsel Medical be expanding, bringing on any new services that we should be aware of?

BMMG will continue to listen to market demands and hire the right specialists and disease state experts to serve our growing client base for as long as they need us. This means expanding our offerings, understanding clients’ unique requirements, and being the best resource at delivering what they demand as they drive for success. If we continue to be great at what we do, along with the high ethical standards we hold ourselves to, we believe – through the clients we serve – we are bringing the best technologies to market to save — and extend — patients’ lives.

Q. Lauren, how is the industry you serve currently evolving? Where does Bichsel Medical stand at the moment relative to other participants in the industry?  

It's important to note that the medical marketing industry is dynamic, and ongoing changes in technology, regulations, and patient expectations continue to shape its evolution. Some key trends and factors shaping the industry include:

Digital Transformation: The medical marketing industry has been increasingly adopting digital strategies. Online platforms, social media, content marketing, and search engine optimization (SEO) play crucial roles in reaching and engaging target audiences.

Patient-Centric Approach: There has been a shift toward a more patient-centric approach in medical marketing. Healthcare providers and organizations are recognizing the importance of connecting with patients on a personal level, providing valuable information, and enhancing the overall patient experience.

Influencer Marketing in Healthcare: Influencer marketing has made its way into the healthcare industry. Healthcare professionals and influencers with expertise in specific medical areas collaborate to share information and promote healthcare products or services.

Telehealth and Remote Care: The rise of telehealth and remote healthcare services has influenced medical marketing strategies. Marketing efforts now often highlight the convenience and accessibility of virtual healthcare options.

BMMG is deeply entrenched in the medical industry and is keenly aware of how it is evolving and the steps we must take to evolve and adapt to it. One of the advantages we have over competitive marketing firms is that we are exclusively a medical marketing company. We not only understand the challenges our clients face in this ever-changing landscape, but our entire team are experts in healthcare-specific solutions that are FDA and regulatory-compliant.

Q. Lisa, is there anything you would like to add before we wrap up?

We must practice what we preach. We try to employ for BMMG the same tools and resources that we suggest our client’s leverage. That’s constantly evolving, from social media management software to integrated analytics applications to the latest thinking in broadcast email and marketing automation. We have 3-D printing capabilities for prototyping. For those who interface directly with consumers (patients), we are always looking at chatbots and generative AI resources to give people the answers they need, when and where they need them. At BMMG, “school is never out.” 

Leadership | Bichsel Medical Marketing Group

Lisa Bichsel, Founding Partner: Experienced healthcare marketer with over 40 years in commercialization activities in the medical device and biotech industries. With a diverse background including ophthalmology, podiatry, orthopedics, neurosurgery, radiology, healthcare finance, emergency medicine, cardiology and gastroenterology, Lisa brings a wealth of knowledge and experience in managing all facets of the downstream function from strategy to tactical execution. Lisa specializes in out-of-the-box marketing thinking, successfully positioning both companies and their offerings uniquely in the market. Lisa has a special focus in the area of consumer outreach and referring physician education. With customers as diverse as freestanding endoscopy centers to health systems to government agencies, Lisa brings creativity and a successful record of finding the right formula to achieve results.

Lauren Dustman, CEO: Lauren Dustman is a dynamic force in the medical marketing arena, with over a decade of experience that reflects her unwavering commitment to innovation and detail. Starting her journey as an event coordinator, Lauren's career trajectory includes roles in marketing firms, medical device startups, and Fortune 500 companies. Her diverse background and keen insights led her to establish her consulting business, where she identified and addressed unmet needs within the MedTech industry. Currently serving as the CEO at Bichsel Medical Marketing Group, Lauren is instrumental in shaping the success of marketing services. Under her guidance, BMMG stands out by tailoring solutions to specific stages in the commercialization cycle, offering not just services but strategic partnerships. Lauren's expertise extends from managing global programs to executing multimillion-dollar international campaigns. Her passion for improvement and meticulous attention to detail have positioned her as a leader who thrives in the dynamic and fast-paced medical device industry. An advocate for continuous improvement, Lauren embraces the 1% Rule, setting daily goals to maintain a competitive edge. Her leadership philosophy encourages fearlessness and a thirst for learning, making her a driving force in transforming the future of healthcare.

“With a focus on creative solutions, we provide timely, affordable services that show real results to your shareholders, making your company more attractive for future acquisition and investor funding.”