From Medtech to Public Safety: A Category Reframe That Worked

In this episode of The Future of Marketing, host Andres Figueira speaks with Katerina Miras, VP of Marketing at Avive Solutions, a public safety technology company reimagining emergency cardiac response. With survivability rates from sudden cardiac arrest unchanged for decades despite hundreds of thousands of AEDs already in the market, Avive diagnosed the real problem as connectivity - not devices. Katerina walks through how a sub-100-person team is executing a sophisticated B2G/B2B marketing playbook: building community ownership programs, deploying champion-led trust architectures, and using storytelling at scale to move institutions that historically resist change. Topics Discussed: Repositioning from medtech to public safety technology and why the category shift changed everything Building institutional trust in a market that defaults to "if it ain't broke, don't fix it" Designing community programs that become the customer's own marketing initiative Using champions and ambassadors to create FOMO-driven adoption across counties and municipalities Why storytelling is strategy - and how to operationalize it Narrowing your ICP to drive faster, deeper adoption