TytoCare: The Challenges and Benefits of Disruptive Technologies

Spotlight on the PMM role at TytoCare - An interview with Tytocare’s CMO Ohad Pollak: “The challenges are what make it interesting; The PMM role has a huge impact.”

We recently spoke with Ohad Pollak, the Chief Marketing Officer (CMO) at TytoCare. Pollak was a speaker in the PMM Mastery program’s first session and is also a member of a judging panel. He mentors a group of program students working on a TytoCare product.

TytoCare is a company that offers digital health services and is transforming remote healthcare. Patients can receive high-quality medical exams from the comfort of their homes using their user-friendly devices. They can connect with a doctor virtually and receive a diagnosis without leaving their living room.

How is the PMM role at TytoCare?

At TytoCare, we operate as a B2B2C company catering to both businesses and consumers. Our B2B division focuses on marketing our products to health organizations, while our B2C division is responsible for promising high engagement and adoption by consumers. We have recently expanded both sides of our business and are currently searching for a PMM for our B2B division. On the B2C side, we have a consumer engagement expert, a role that falls under the umbrella of product marketing.

How much impact does the PMM in TytoCare have?

"The PMM role has a huge impact. The Product Marketing Manager (PMM) role significantly impacts the business. It plays a vital role in making strategic decisions and is responsible for various product marketing outputs accompanying go-to-market (GTM), our ABX and sales efforts. The PMM role contains all the necessary knowledge and expertise for successful customer engagement. When I entered my role at Tyto, the first thing I made sure of was including this crucial role."

Can you share your thoughts on the PMM Mastery program so far?

Pollak responded, "In general, the discipline of product marketing is much needed. PMM is usually not a person's first marketing or tech role. The PMM role requires experience and is very critical, making it a complex role that requires a combination of disciplines and character traits. Therefore, a program like this can be beneficial.

"This program suits people already in product marketing or near the field. It helps a young product marketer train on different use cases, which is necessary to develop the right messaging and strategy and train their product marketing muscles.

"The program gives an advantage of getting to know different companies and fields. When you work in a certain field, your expertise is limited to how challenging the company you work for is. People learn this profession from previous roles they have done before or on-the-job training. All sorts of experiences have built them up to be a PMM candidate. Creating a platform to train and exercise that go-to-market (GTM) thinking and messaging muscle is much needed."

In Israel, TytoCare has entered the HMO (health maintenance organizations—“Kupat Holim”) market. What are Tyto's challenges in the global market?

 “The challenges are what make it very interesting. The US market is our main target market. The challenge is that the company is changing the value chain to something significant and moving many aspects from the clinic to home settings. We also have a line of products for remote clinics and urgent care clinics, so it's a product that requires consumers to change their behavior. Disruptive technology demands a change in consumer behavior. These are also new business models that our enterprise clients need to adopt”.

“We've passed the tough steps, but it's very complex. We work in the US—it's a very dynamic market, and we have a lot of people there. We also work in South America, Europe, Africa and  Asia (Thailand and Japan). There are different regulations and business models in each state, which requires significant product marketing work”.

Key takeaways:

• TytoCare is facing the challenge and opportunity of changing consumer behavior to adopt its disruptive technology.
• The company is working to overcome this challenge by introducing advanced engagement techniques and dedicated multi-channel campaigns  
• Tyto is also facing regulatory and business dynamics in various markets.
• Despite these challenges, Tyto is successfully expanding its global reach and making progress in its target markets.
• Pollak believes that product marketing management is a critical and challenging role that requires a combination of disciplines and character traits.
• Pollak believes that the PMM Mastery program can be a valuable tool for developing the skills and knowledge needed for the PMM role.
•  The program provides the advantage of getting to know different companies and fields, which is crucial for a PMM candidate.