Integrity-Driven Marketing: FIGUR8's Path to 3,000+ Clinics

In this episode of The Marketing Front Lines, we speak with Jocelyn Nowak, Marketing & Sales Enablement Lead at FIGUR8. FIGUR8 has revolutionized musculoskeletal assessment by miniaturizing complex biomechanical measurement technology into a laptop-sized device, bringing objective data to a historically subjective field. With deployment in over 3,000 physical therapy clinics nationwide, FIGUR8 is accelerating patient recovery by 20-40% while providing therapists with data-driven insights that enhance treatment decisions and patient motivation. Jocelyn shares her philosophy of integrity-driven marketing in healthcare technology and how transparent processes enable a small marketing team to maintain alignment with fast-growing clinical operations.

Topics Discussed:

• Bringing objectivity to musculoskeletal healthcare through miniaturized biomechanical assessment technology
• Building ethical, transparent marketing processes in regulated healthcare environments
• Designing effective cross-functional content review workflows when you're a marketing team of one
• Transitioning into tech marketing and evaluating culture fit in fast-paced startups
• Creating work boundaries that enhance creativity and prevent burnout in always-connected environments

Lessons For B2B Tech Marketers:

• Build Systems of Transparency from Day One: When you're a marketing team of one, establish clear task tracking and project management systems immediately—even if it's just a Google Sheet. This transparency becomes invaluable as the company scales and more stakeholders want visibility into marketing priorities. These systems preserve trust when requests flood in from multiple departments, allowing you to demonstrate accountability without sacrificing productive time for constant status updates.
• Cultivate Cross-Functional Content Review Processes: In highly technical or regulated industries, establish streamlined review processes that maintain content integrity while respecting everyone's time. At FIGUR8, clinical teams review marketing materials to ensure accuracy and ethical messaging—a process that could become a bottleneck without proper systems. Design workflows that provide necessary oversight without sacrificing agility, particularly when technical accuracy is non-negotiable.
• Lead with Integrity When Your Product Actually Delivers: When your product genuinely transforms outcomes (like FIGUR8's 20-40% faster recovery rates), you can market from a position of transparent integrity rather than hype. Nowak notes that FIGUR8 often "undersells" its capabilities—a refreshing position in healthcare tech where trust is paramount. Let objective results drive your messaging rather than sensationalized claims, especially when working with sophisticated B2B buyers.
• Evaluate Tech Company Culture Through Founder Dynamics: Before joining a startup, examine the founder's communication style and company culture as these will directly impact your daily experience. Nowak emphasizes the importance of alignment with leadership values, noting that in early-stage companies, "the culture that the founder has as an individual...is going to directly impact you every day." Use the interview process to assess these dynamics and be authentic about your own expectations.
• Create Intentional Disconnection to Fuel Marketing Creativity: The constant connectivity of tech environments can drain creative energy and focus. Nowak deliberately separates from technology during walks and personal time—even using a flip phone at times—to maintain creative flow and mental clarity. This intentional disconnection creates the space needed for strategic thinking and differentiates high-integrity marketing from attention-stealing tactics.
• Master Asynchronous Communication Skills: For marketers transitioning into tech, developing comfort with asynchronous tools and communication styles is essential. The tech industry operates through Slack, project management systems, and digital tools that require different workflows than traditional marketing environments. Practice with these platforms before making the transition, and establish clear boundaries around after-hours communication expectations from the start.

 

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