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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Welcome to our deep dive into the latest episode of the NTM Growth Marketing podcast. This post transcribes and expands upon the lively, insightful conversations between two leaders in the space: Almog Aley-Raz, a trailblazing medtech CEO, and Hila Peleg, founder of a boutique marketing agency for startups. Whether you work in health tech, marketing, or simply want to understand how marketing is transforming in an AI-powered, highly regulated world, you’re in the right place.
We’ll unpack breakthroughs in artificial cornea technology, explore the real-world impact of AI on medical startups, and compare how marketing strategies differ in various industries and countries—through the experiences of each guest. The blog preserves the original tone: candid, conversational, full of practical stories and clear language. Let’s jump in!
Almog Aley-Raz is the CEO and current VP of R&D at an artificial cornea medtech startup. He has a background in Israel’s high-tech industry (including speech recognition and voice biometrics) and now leads the development and commercialization of cutting-edge ophthalmic devices.
Hila Peleg is the co-founder of MARKTIT, a boutique marketing agency for medical and digital health startups. With over 20 years’ experience in the field, Hila has witnessed the transformation of medical marketing from print to digital to AI-led approaches.
The podcast opens with a conversation that embodies the spirit of medtech innovation:
“Before we hit record, you shared something that I love to hear, which is that what you’re working on is so innovative, it markets itself.”
At the center is a company tackling blindness with breakthrough technology—a synthetic cornea that eliminates the need for donor tissue. Imagine a patient who hasn’t seen anything for a decade. After surgery, the bandages come off, and suddenly they’re reading. That’s not just disruptive—it’s life-changing.
Almog shares his journey: leaving Israel’s thriving high-tech scene for medtech, drawn by the potential for life-changing impact. He now juggles dual roles as CEO and VP of R&D:
This blend of innovation and personal commitment sets the stage—not only for the technology, but also for the bold marketing stories that follow.
What happens when your product is so innovative, it makes news by itself? The startup’s first in-human cornea surgery became a global moment when Almog invited the media—despite the risks:
“The first thing that we’ve done which was kind of taking a high risk, is actually invite the media to our first inhuman human implantation.”
Imagine: cameras rolling, no guarantee of success. The bandages are removed, and a patient who hadn’t seen in 12 years begins to read. The story traveled instantly:
This wasn’t a planned campaign, but an instinctive response to an unprecedented breakthrough.
With public interest high, the company pushes forward:
Almog notes: “We can always talk about something new.” Ongoing trials and patient stories mean there’s a constant stream of updates—not just for physicians, but for patients, families, suppliers, and more.
How does a company launch new medtech products without risking its main business line? Almog describes a strategic approach:
“The cornea project actually has a byproduct which is actually approved by the FDA… it’s kind of like a test balloon, something that enables you to identify friend or foes and get early feedback from customers.”
They use a smaller, FDA-cleared product to build relationships, gather feedback, and establish logistics—nearly 200 reps (mostly from the eye banking world) pave the way.
Distribution starts with the US, with 15 additional global distributors awaiting approval.
Medical marketing varies widely between countries. Almog reflects on essential contrasts:
“In the US, you can find areas where you have foes and areas that actually adopt you.”
How is AI redefining work in medtech? “We can do so much more with much less.” Almog’s whole operation, from R&D to marketing, is boosted by AI:
A recent example: a three-minute grant proposal video scripted and narrated in a fraction of previous effort.
Almog’s go-to AI platforms include:
“We can do just so much more with so much less.”
Hila Peleg, with over two decades in medical and digital health marketing, describes her journey:
Hila outlines three key eras:
“You’ve had to radically transform your skill sets three times throughout your career.”
Though the tools have evolved, the fundamentals of medical marketing remain: credibility, regulation, and long sales cycles.
Hila’s insight: medical marketing is fundamentally different from SaaS.
It takes about a year to make a hospital sale:
“I found this on Amazon… the decision-making process was less than 10 seconds versus what you’re talking about is a very extensive process.”
Hila is enthusiastic about AI—when used cautiously and with regulatory awareness:
“With medical technologies… I have to back check everything. I’m not trusting anyone and I know that the regulatory is very critical.”
Every piece of content—whether article, post, or video—must be fact-checked and approved by regulatory teams. AI increases efficiency but doesn’t replace human oversight.
Hila is exploring tools that can quickly:
“With early-stage medical startups, the marketer role will be to help with fundraising and shape the narrative.”
A huge thank you to Almog and Hila for sharing their insights so openly! Want to join discussions on advanced marketing strategies, including real-world AI adoption? Consider applying for the Marketing Mastermind cohort—details in the podcast description.
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