MedTech Masters Q&A: Maayan Wenderow

Meet Maayan Wen­derow – the vice pres­i­dent of mar­ket­ing at Etiom­e­try, Bell­mont Part­ners client and start­up pio­neer­ing the pow­er of AI and advanced ana­lyt­ics to deliv­er mean­ing­ful clin­i­cal insights at a patient’s bed­side. Maayan start­ed her career in telecom­mu­ni­ca­tions but was drawn to medtech through technology’s pow­er­ful impact on patient care. Now she is sup­port­ing and accel­er­at­ing Etiometry’s expan­sion into more care set­tings, which includes help­ing trans­late clin­i­cal evi­dence into clear, com­pelling mes­sag­ing, guid­ing prod­uct enhance­ments that bet­ter sup­port adult crit­i­cal care envi­ron­ments, and con­tribut­ing to the company’s grow­ing foot­print in mar­kets across the coun­try and out­side the U.S.

Read on to learn more about Maayan’s expe­ri­ence, how AI is shap­ing Etiometry’s work in health­care and oth­er insights from this smart, strate­gic MedTech Mas­ter and out­stand­ing client partner!

What is your back­ground in medtech? How did you get started? 

My career actu­al­ly began out­side of medtech, in telecom­mu­ni­ca­tions. My first role was as a prod­uct man­ag­er at a large com­pa­ny, but ear­ly on, I found myself drawn to build­ing some­thing new rather than just man­ag­ing what already exist­ed. I helped launch a new busi­ness with­in the com­pa­ny to sup­port growth and ulti­mate­ly pre­pare it for going pub­lic. It was a capa­bil­i­ty our com­peti­tors already had, and we didn’t, so it was clear it need­ed to be built. That expe­ri­ence real­ly shaped my entre­pre­neur­ial mindset.

After about five years in tele­com, I tran­si­tioned into medtech. My hus­band had start­ed a robot­ics com­pa­ny in car­di­ol­o­gy, and see­ing first­hand how tech­nol­o­gy could direct­ly impact patient care real­ly sparked my inter­est. That was the moment I caught the “medtech bug.” My first role in the indus­try was with a small invest­ment group focused on tak­ing ear­ly-stage com­pa­nies to mar­ket, pri­mar­i­ly in radi­ol­o­gy and imag­ing tech­nolo­gies. It was an incred­i­ble learn­ing expe­ri­ence, work­ing across mul­ti­ple inno­va­tions and see­ing what it takes to move tech­nol­o­gy from con­cept to clin­i­cal adoption.

Over time, I became espe­cial­ly drawn to patient mon­i­tor­ing and patient safe­ty, where tech­nol­o­gy has an imme­di­ate and mean­ing­ful impact on out­comes. I’ve now been in that space for about 15 years, focused on advanc­ing solu­tions that improve care deliv­ery and pro­tect patients at their most vul­ner­a­ble moments.

As we move into a new cal­en­dar year, AI con­tin­ues to be a hot top­ic — espe­cial­ly in health­care. Where does Etiom­e­try fit in the AI land­scape and why is this unique?

AI adop­tion in health­care has reached a crit­i­cal inflec­tion point. Many of today’s most wide­ly adopt­ed solu­tions focus on reduc­ing admin­is­tra­tive bur­den, automat­ing doc­u­men­ta­tion, stream­lin­ing work­flows and eas­ing time spent with elec­tron­ic health records (EHR). While impor­tant for address­ing burnout, these tools large­ly oper­ate around the periph­ery of care delivery.

Etiom­e­try is dif­fer­ent. We apply AI direct­ly to clin­i­cal deci­sion sup­port in crit­i­cal care, where deci­sions are com­plex, time-sen­si­tive and direct­ly impact patient out­comes. Our plat­form trans­forms exist­ing EHR and mon­i­tor­ing data into action­able insights. Rather than adding more data or alerts, Etiom­e­try pro­vides a stan­dard­ized frame­work for under­stand­ing patient phys­i­ol­o­gy while still enabling indi­vid­u­al­ized deci­sion-mak­ing at the bedside.

What sets Etiom­e­try apart is that we are the only clin­i­cal deci­sion sup­port sys­tem that enables both stan­dard­iza­tion and per­son­al­iza­tion of care esca­la­tion and de-esca­la­tion. By lever­ag­ing hos­pi­tals’ exist­ing EHR and mon­i­tor­ing invest­ments, we use AI to con­tin­u­ous­ly assess, learn and improve care deliv­ery, not just for indi­vid­ual patients, but across pop­u­la­tions and over time.

Tell us about your role at Etiom­e­try – what are you work­ing on these days and what ener­gizes you? 

Etiom­e­try began in pedi­atrics, with a strong focus on car­diac crit­i­cal care, and over time has demon­strat­ed mean­ing­ful clin­i­cal out­comes, such as reduced time on mechan­i­cal ven­ti­la­tion, decreased use of vasoac­tive med­ica­tions and short­er length of stay. In recent years, the com­pa­ny has expand­ed into addi­tion­al crit­i­cal care set­tings and into the adult mar­ket, mark­ing an excit­ing phase of growth.

In my role, I focus on sup­port­ing and accel­er­at­ing that expan­sion. This includes help­ing trans­late clin­i­cal evi­dence into clear, com­pelling mes­sag­ing, guid­ing prod­uct enhance­ments that bet­ter sup­port adult crit­i­cal care envi­ron­ments, and con­tribut­ing to the company’s grow­ing foot­print in mar­kets out­side the U.S.

Mar­ket­ing plays a cen­tral role in this work. We act as both the con­nec­tive tis­sue and the quar­ter­back, bring­ing togeth­er voice-of-cus­tomer insights, mar­ket feed­back and clin­i­cal per­spec­tives to inform prod­uct strat­e­gy, posi­tion­ing and go-to-mar­ket exe­cu­tion. We main­tain a con­tin­u­ous feed­back loop with clin­i­cians and cus­tomers to ensure what we deliv­er aligns with real-world needs and demon­strates mea­sur­able value.

What ener­gizes me most is work­ing at the inter­sec­tion of clin­i­cal impact and inno­va­tion, help­ing con­nect sophis­ti­cat­ed tech­nol­o­gy with the clin­i­cians its designed to sup­port. It’s incred­i­bly moti­vat­ing to see our plat­form scale into new patient pop­u­la­tions, care set­tings and geo­gra­phies, and know­ing it’s improv­ing how crit­i­cal care is delivered.

Do you have any pre­dic­tions about AI’s impact on the health­care indus­try in 2026? What will it look like? How will it evolve, etc.?

In 2026, I see AI in health­care con­tin­u­ing to mature, mov­ing beyond ear­ly exper­i­men­ta­tion toward more prac­ti­cal, trust­ed use. Many admin­is­tra­tive and work­flow-focused tools will become more embed­ded in every­day sys­tems and feel increas­ing­ly rou­tine. While these solu­tions can improve effi­cien­cy and help address burnout, they will remain large­ly sup­port­ive rather than transformational.

The more inter­est­ing evo­lu­tion will be the grad­ual expan­sion of AI into clin­i­cal deci­sion sup­port, par­tic­u­lar­ly in high-acu­ity set­tings like crit­i­cal care. We see a grow­ing focus on tools that can syn­the­size com­plex phys­i­o­log­ic and clin­i­cal data into clear­er, more action­able insights, rather than adding addi­tion­al data or alerts.

We’re also like­ly going to see high­er expec­ta­tions around evi­dence, trust and mea­sur­able impact. Health sys­tems will increas­ing­ly look for AI that sup­ports con­sis­tent, stan­dard­ized care while still allow­ing for indi­vid­u­al­iza­tion, and that can con­tribute to learn­ing and improve­ment over time across patient populations.

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Thank you, Maayan, for shar­ing your insights and expe­ri­ence with us. We’re hon­ored to part­ner with Maayan and the Etiom­e­try team to share their pow­er­ful sto­ry and tech­nol­o­gy with the world. Keep an eye out for our next MedTech Mas­ters com­ing soon and drop us a line if you’d like to be fea­tured in an upcom­ing Q&A!

We also hope you’ll join us to meet and learn from MedTech Mas­ters IRL dur­ing our inau­gur­al event called The Exchange: Where Cre­ativ­i­ty Meets Com­pli­ance in Medtech Mar­ket­ing, being held Tues­day, March 3, from 4 to 6:30 p.m. at our Bell­mont Part­ners office.

Hear insights and ideas from an all-star pan­el of experts dur­ing a can­did dis­cus­sion on how bring­ing cre­ativ­i­ty into medtech mar­ket­ing can dri­ve dif­fer­en­ti­a­tion, demand, and growth in one of the most reg­u­lat­ed indus­tries, all with­out com­pro­mis­ing com­pli­ance, cred­i­bil­i­ty or clin­i­cal trust. For details and to reg­is­ter to join in-per­son or via livestream, vis­it our event page.

Do you have a life-chang­ing inno­va­tion and are look­ing for help bring­ing it to mar­ket? We’d love to hear more! Con­tact us for a com­pli­men­ta­ry PR strat­e­gy ses­sion and brainstorm.