Ikram Guerd
VP of Global Marketing - Managing Director US, Aspivix
With 20 years of international experience in healthcare, marketing, and business development, I specialize in helping MedTech and FemTech companies grow, launch products, and create real impact. From go-to-market strategies to digital marketing and sales enablement, I love building strategies that turn ideas into success stories
Category Creation: When Marketing Becomes Market Making (Case Studies from Women’s Health MedTech)
Ikram Guerd
Chief Marketing Officer, Aspivix
Session Synopsis
In women’s health, some of the most transformative MedTech innovations aren’t entering established categories, they’re creating new ones.
Through real-world case studies, join this session to explore how strategic marketing can uncover overlooked needs, challenge current standards of care, create demand, and turn innovation into adoption.
Key Takeaways
- Market the problem before the product: Make an overlooked or normalized unmet need visible and relevant.
- Build the category, not just the brand: Use evidence, education, KOLs, patient voices, and storytelling to establish a new value proposition.
- Turn awareness into adoption: Understand how marketing can influence clinicians, patients, health systems, and other stakeholders to change established behaviors.
- Learn from women’s health innovators: Explore practical examples of companies that are challenging established practices and building new MedTech categories.