Marketing Mindset | Mark Yosick - MiMedx

At Setup, our mission is to connect marketers with the right people and the right resources — and one of the best ways we can do that is by learning directly from the experts shaping the industry every day.

You may know our CMO Spotlight series, where we feature top marketing leaders. Marketing Mindset is a little different. This series highlights the specialists, strategists, media managers, creatives, and operators who are making the magic happen on the ground floor every day.

Because great marketing doesn’t just happen in the C-suite — it happens through the mindset, creativity, and expertise of all of the people doing the work.

In this episode, Madeline Evans, the Marketing Manager at Setup, interviews Mark Yosick, the Senior Director of Marketing for Surgical at MiMedx to talk about creativity, 

Watch the Recap + Find the Full Conversation Below!

Q1 | What needs to change in marketing?

When asked what he believes still needs to evolve in marketing, Mark pointed to the importance of credibility.

Mark shared, “I think one area where marketing could continue to evolve is with credibility. I think there's an opportunity to pair more creativity more consistently with substance. Making sure claims and stories and experiences are grounded in trust and relevance. I think when marketing earns credibility, it becomes much more influential. purpose acts as sort of a guidepost for our marketing.”

His perspective reinforces that creativity is powerful, but it becomes far more effective when it is paired with trust and relevance.

Q2 | How does purpose drive MiMedx?

For Mark, purpose is directly connected to the role MiMedx plays in patient care.

“Because our products are used to support clinicians or surgeons in patient care, we focus on education, evidence, and usefulness rather than just promotion. That keeps our work grounded and impactful and it's motivating for our team to know that the work we do ultimately connects back to real patients and real care decisions.”

This emphasis on education, evidence, and usefulness reflects a deeper commitment to making marketing meaningful in a healthcare setting where the stakes are especially high.

Q3 | What strategies do you find most effective?

When asked about the strategies he finds most effective in creating authentic and emotional connections, Mark emphasized clarity and honesty.

Mark shared, “I found the most effective way is to create authentic and emotional connections that start with clarity and honesty. Audiences respond when brands are clear about who they're serving and why. Rather than trying to be everything to everyone, we focus on being relevant and useful to the surgeons and healthcare practitioners that we're speaking to.”

His answer highlights that marketing begins with understanding exactly who you are speaking to and why your message matters to them.

Q4 | What are the biggest challenges in your industry?

Marketing in healthcare comes with unique pressures, especially when innovation, compliance, and patient care all intersect.

“I think marketing in the medical device and surgical space is uniquely challenging because it sits at the intersection of innovation, regulation, and patient care. One of the biggest challenges is balancing creativity with compliance while making sure the messaging is compelling, evidence-based, and authentic. Another challenge is the complexity of the audience. We're communicating with highly trained surgeons across multiple specialties, each with different needs, decision drivers, and practice environments. And that requires marketing to be truly attuned and credible. Ultimately, success in this industry, I think, comes from earning trust through clarity, consistency, and substance rather than hype.”

Trust must be earned through consistency, not spectacle, in a specialized and regulated industry. 

Q5 | How do you adapt to changing trends?

As preferences and engagement styles continue to shift, Mark explained that adaptation starts with listening carefully to audiences while keeping the message consistent.

“I've adapted to changing preferences by listening closely to how audiences want to engage while keeping the core message consistent. I think one example that I could provide is a custom hands-on 3D spine surgical simulator that I co-developed in response to feedback from surgical societies that wanted more interactive tactile engagement at conferences and educational forums. So rather than relying solely on static displays, we created a realistic anatomical model that allowed surgeons to experience how the product actually handles. We launched the simulator at several national neurosurgery conferences last year and saw strong engagement and very positive feedback. Building on that momentum, in 2026 we introduced a portable version of this 3D spine simulator for our surgical sales team, and that enabled them to show to surgeons that actually applying our product in practice on the anatomical model prior to an actual clinical use in the OR. So that shift towards experiential education significantly improved comfort, confidence and overall engagement with our customers.”

He also explained how that experience extended across multiple touchpoints rather than remaining a one-time activation.

Mark shared, “I think the first thing is we really focus on the consistency of message across the platforms while tailoring to how it's delivered to each setting. So an example would be that hands-on 3D spine simulator campaign that I mentioned. It connected conferences with medical education with social media and field engagement. And that unified experience carried over rather than isolated touch points. And I noticed that because those experiences were connected for the customer, it allowed them to not have to relearn the story each time it was delivered to them. They just simply wanted to go deeper the next time they saw something, the next time it came back to them.”

This approach reflects a thoughtful balance between innovation and familiarity. The campaign created a unified experience that encouraged deeper engagement over time.

Q6 | How do you ensure a seamless experience and maintain consistent messaging?

“Consistency starts with a clearly defined core message and discipline execution. We rely on shared messaging frameworks, approved claims matrices, brand guidelines, and strong cross-functional alignment to ensure it reaches consistently across every platform. When that foundation is in place, our teams can move really fast without introducing inconsistencies.”

He also reflected more broadly on what his team has learned from exploring new ways to engage audiences.

Mark shared, “We've explored experiential marketing, digital education, and hands-on engagement to grow our brand. The biggest lesson has been that creativity is the most effective when it's purposeful and focused on adding real value rather than just new channels for the sake of novelty. The common thread is always looking for ways to meet people where they are and engaging them in a way that feels natural and meaningful.”

The strongest marketing experiences are the ones that are not only innovative, but intentional.

Q7 | What is your secret sauce?

When asked about his “secret sauce,” Mark described a deep passion for creating work that is both excellent and lasting.

“I'm really passionate about creating things that have excellence to them, but I really love things that have a lasting impact. So, being part of that creative process, figuring that out, what connects with customers, I feel like that passion is my secret sauce. Just being able to be so intrinsically motivated to see things through no matter what challenge comes before me, to partner with other people and find a way to make it work. And then to see that on the back end coming to fruition and helping other people do their jobs and connect our mission to helping with patient care and products that enable surgeons to offer these products to their patients is really rewarding for me.”

Mark overall has a desire to create marketing that lasts, supports others, and connects back to something larger than the campaign itself.

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You can watch Mark’s full interview to the right. If you like this interview and want more, check out our CMO Spotlight series where we interview CMOs from brands like Papa Johns, Kellanova, Invesco, NAPA, Henieken, and more here. 

Watch the Full Interview to the right.