Maureen Shaffer has provided Chief Marketing Officer commercialization strategy services for medical device and digital health CEOs at Mingletoe since 2012.

Maureen has been a three-times Vice President of Marketing on the corporate side. In one of her last corporate roles, she led marketing at AtriCure along with reimbursement and clinical customer education as the company grew from under $10 million to nearly $50 million in revenue, including through an IPO. She and her team consistently maintained the number one (#1) market share position while competing against three $1 billion global behemoths and legally and ethically navigating off-label use by cardiac surgeons with unlisted CPT codes to on-label with new CPT codes. 

She brings a unique point of view to marketing with her creative and analytical problem-solving skills  based on the foundation of a biomedical engineering degree from Duke University.

Mingletoe focuses on advisory for medical device startups and scaleups – pre-revenue to $50 million. We build a foundation of data from primary qualitative and secondary quantitative market research coupled with the ever-changing and rapidly evolving coding, coverage and reimbursement (payment) landscape, to create a runway towards a powerful clinical, economic and workflow story.

Recently, we have been focused on U.S. market access and market entry strategic work, especially for medical devices with a  software, digital health or data  component. 

Maureen has collaborated with global clients and entrepreneur innovation accelerators in cardiovascular (AFib, cardiac surgery, EP, PCI), digestive (GI), oncology (cancer) and neurosurgery with medical devices, digital health (DHT) and digital therapeutics (DTx), remote monitoring and software across care settings from home to hospital inpatient and outpatient to ambulatory surgery centers (ASC) since 2012. And, she is increasingly interested in autoimmune diseases and gut microbiome health across pediatric to geriatric populations.

To bring  commercial marketing strategy and message best practices to medtech marketing, she:

✅ Hosts the Message Engineer for the Medtech Startup Show (youtube.com/@messageengineer)
✅ Teaches messaging strategy workshops for the UCSF Rosenman Institute
✅ Shares original how-to message and marketing videos on LinkedIn
✅ Advises founders 1:1 on pitch deck messaging

Maureen loves to teach, speak, and write. She spoke on digital health and device market adoption at C2SHIP, an NSF consortium, focused primarily on digital health for seniors in the home. She spoke about Good Promotional Practices (GPP) at several regulatory affairs professionals society (RAPS) and AdvaMed webinars as well as at in-person events. She has written her first book chapter on medical device marketing which was published in an Innovation series by Elsevier in 2024.