Client
The client was a software house specializing in designing and implementing tools for the healthcare sector. The company wanted to test a new development direction: reaching medtech startup founders from Central Europe who participated in industry events.
Challenge
The goal was to reach founders and CEOs of young medtech companies who:
- Were speakers or participants at European startup events,
- Were actively developing a product and seeking partnerships or funding,
- Were open to international collaboration.
The main challenge was the lack of a standard database for such companies and the need to tailor the message to a very specific target group (medtech founders, often technical).
Solution
Database Based on Industry Events
Our starting point was lists of speakers and participants at events such as DMEA, MEDICA, and Frontiers Health. Based on them, we built a database of 80 companies containing only decision-makers (CEOs, Founders).
We combined data from public sources like event websites, LinkedIn, and startup aggregators. The goal was not scale but precision - we wanted to reach companies truly involved in innovation development.
Communication Based on Shared Context
In cold emails, it was crucial to refer to the shared context of participation in an event or presenting a solution. We showed that the contact was not random but related to a specific action (e.g., pitch, panel, demo day).
The content was personalized, technical, but at the same time left decision space. We did not sell in the first message - we proposed a conversation about the current state of the healthcare market and how both companies could support each other.
A distinguishing feature of this campaign was the ability to create a message that immediately builds trust: we did not use generic phrases about "cooperation" or "innovative projects" but pointed to a specific reason for contact, such as a presentation at DMEA or participation in a Frontiers Health panel addressing a specific issue relevant to both our client and the prospect.
Thanks to this, the messages felt handwritten and natural. Additionally, where possible, we mentioned the technologies the company was developing (e.g., telemedicine, AI in diagnostics), showing that we understood the respondent's technical context.
For example, for one company, we noted that we were interested in their approach to remote monitoring of diabetes patients and wanted to discuss potential technology partnerships.
This precision and respect for founders time were key to achieving high conversion rates.
