Operating in 70+ countries with zero room for error
August 20, 2026
In most industries, a branding mistake costs you credibility. In medtech, a misplaced claim on a device label can cost a patient. In this episode of In Other Words, host Jason Hemingway is joined by Terence Wiggins, Peripheral Marketing Leader at Cordis Corporation. They explore what brand means when your buyer is a surgeon choosing a device mid-procedure and how you hold a coherent message together across more than 70 countries with different regulatory and language requirements. Terence brings over two decades of global medtech marketing experience to a conversation about why storytelling in this industry carries a weight that most marketers never have to consider.
In most industries, a branding mistake costs you credibility. In medtech, a misplaced claim on a device label can cost a patient. In this episode of In Other Words, host Jason Hemingway is joined by Terence Wiggins, Peripheral Marketing Leader at Cordis Corporation. They explore what brand means when your buyer is a surgeon choosing a device mid-procedure and how you hold a coherent message together across more than 70 countries with different regulatory and language requirements.
A self-described storyteller and brand builder, Terence draws on more than 40 global product launches across 135 countries to explain why great medtech marketing comes down to one clear, precise story that sticks with the physician long after the conversation ends. From earning the trust of professionally guarded physicians to building the #FindCookRed campaign that hit 15.4% LinkedIn engagement against an 8% target, he explains what it looks like when every claim has to survive cross-functional review and travel across dozens of languages simultaneously.
What You’ll Learn:
- Why medtech storytelling is a patient safety responsibility
- How the #FindCookRed campaign hit 15.4% LinkedIn engagement in a regulated industry
- How to structure a global product launch across 135 countries without losing message consistency
- How to adapt a core brand story for different regions without diluting what makes it credible
- Where AI fits in regulated marketing and where the human eye is still non-negotiable
- What private ownership makes possible when you're investing in global infrastructure
Terrence Wiggins is a Peripheral Marketing Leader at Cordis Corporation, bringing over two decades of MedTech marketing expertise spanning Stryker, Integra LifeSciences, Terumo, and Cook Medical. With a proven track record leading teams of 50+ professionals and directing commercial strategy across billion-dollar portfolios, Wiggins has orchestrated more than 40 product launches across 135 countries.
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Highlights and YouTube Chapters:
- 00:00 Introduction
- 02:29 Terrence's Origin Story
- 04:41 Why Brand Means Something Different When Lives Are at Stake
- 07:44 Making a Global Story Stick in Local Markets
- 10:05 The Claims Matrix: MedTech's Brand Bible
- 11:59 Anatomy of a Global Product Launch
- 17:25 Storytelling for surgeons and clinicians across global markets
- 18:26 AI in MedTech: Promise, Caution, and Policy
- 21:20 Where the human eye is still non-negotiable
- 25:04 The Tiger Woods Story
- 34:14 #FindCookRed: A Viral MedTech Campaign
- 38:23 Getting guarded physicians to speak on your behalf
- 40:48 Scaling Trust vs. Scaling Operations
Episode Resources:
- Terrence Wiggins, Peripheral Marketing Leader at Cordis
- Cordis Website
- Jason Hemingway, CMO at Phrase
- Phrase Website