AI-Powered Prenatal Care: Improving Global Access | Meryem Yousfi from Sonio

Rick:
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Alright everyone, welcome to today’s episode of Pathmonk Presents. Today we’re joined by Meryem Yousfi, Head of Marketing at Sonio. Meryem, welcome to the show.

Meryem Yousfi:
Hi, hello.

Rick:
Great to have you here. I’m especially excited to talk about Sonio because I have two kids, and we’re now expecting our third.

Meryem Yousfi:
Wow, congratulations!

Rick:
Thanks so much! I’d love for you to give us a quick rundown of what Sonio does and how you’d explain it to someone unfamiliar.

Meryem Yousfi:
Definitely. I joined Sonio because it’s a company with a clear mission and real-world impact. Even in Europe and the US, more than 50% of malformations in babies are still missed—these are malformations that can be detected via ultrasound.

That’s the reason Sonio was created: to give everyone equal access to the best prenatal care using today’s technology and AI. We’ve built a cloud-based platform for ultrasound practitioners that integrates AI into their workflow. It helps with documentation, reporting, early detection, and better screening of malformations.

Rick:
That’s amazing. It sounds incredibly helpful for professionals—and for parents.

Meryem Yousfi:
Exactly. That’s why it’s cloud-based—so no matter where you are, in Africa, Asia, Europe, or the US, you can access this technology and improve care quality.

Rick:
Makes total sense. Are you targeting a specific type of healthcare professional or clinic when it comes to marketing? Who’s your ideal customer profile?

Meryem Yousfi:
Yes, our ICP includes hospitals and private clinics, especially in obstetrics departments. Depending on the country, the personas change a bit.

In Europe, a doctor usually performs the ultrasound. In places like the US or UK, it’s done by a sonographer and later reviewed by a doctor—often a maternal-fetal medicine specialist. So, we tailor our approach to those specific roles and workflows.

Rick:
Got it. And how do these professionals typically find out about Sonio? Are there any acquisition channels working particularly well for you?

Meryem Yousfi:
Yes, we use different channels depending on the region. In the US, for example, we rely heavily on digital—but ironically, in healthcare, even though the science is advanced, hospitals often lag in digital adoption. Many doctors don’t check their emails regularly, so we have to be creative.

We do a lot through events and conferences—that’s where our audience is. But we also use email campaigns and digital outreach around those events. Webinars with key opinion leaders (KOLs) have been very effective too.

There’s a shift in how people consume content—AI summaries, fewer clicks—so we’re focusing on content that provides real value and can’t be easily summarized by AI.

Rick:
I love that. And you’re right—some industries still rely on face-to-face interactions, and healthcare is one of them. There’s real power in building those personal connections.

Meryem Yousfi:
Absolutely. I’ve always worked in health tech, and even as things shift, personal connections remain key. Conferences bring the same people year after year, and that builds trust and long-term relationships.

But of course, ROI from events can be tricky. That’s why we balance physical presence with scalable digital efforts.

Rick:
Exactly. Events are resource-heavy, so digital can help scale. Let’s talk about your website—what role does it play in attracting and converting clients?

Meryem Yousfi:
It plays a central role in conversion. We drive traffic from email, social media, PR, and other channels to the site, and it’s optimized to convert visitors.

Our homepage answers the most frequently asked questions from our personas immediately, helping them know whether Sonio is the right fit. We also include strong CTAs and create high-value content like ROI calculators, case studies, and use cases that provide more than what AI summaries can offer.

The big challenge now is driving qualified traffic—not just traffic in general. Because of our niche, a lot of people visit out of curiosity about prenatal care, but they’re not potential buyers. So we focus on quality over vanity metrics.

Rick:
That makes perfect sense. Do you personally track your website performance daily?

Meryem Yousfi:
My team handles it, but I review dashboards weekly. We track sessions, qualified traffic, conversions, SEO results—and we’re constantly trying to rank for high-value keywords where our competitors aren’t. It’s something I stay closely involved in.

Rick:
I imagine that’s just one part of your day! What else does your role involve on a daily basis?

Meryem Yousfi:
Every day is different, but a key part of my role is working closely with sales. We align on ICPs, target accounts, messaging, and campaigns.

Since we’re still new in markets like the US, we focus both on building brand awareness and creating pipeline. We collaborate on targeting, run retargeting ads, and nurture leads with the right messaging.

I also spend time researching trends, pain points, and creating an editorial plan—choosing the right content, the right speakers for webinars, and the right channels to reach our audience.

Rick:
That sounds like a full plate! But it’s great that you’re aligned with sales—so many marketers overlook that.

Meryem Yousfi:
Yes, it’s crucial. Everyone talks about sales and marketing alignment, but you really have to keep checking in. Every six months, we revisit our ICP, our personas, the latest objections sales is hearing—then make sure we have the right content and messaging to support them. If our website or social channels don’t reflect that, we fix it.

Rick:
It’s like a giant game of Tetris—so many pieces to fit. Alright, let’s wrap up with a few rapid-fire questions. Just short, crisp answers. Ready?

Meryem Yousfi:
Let’s do it!

Rick:
What’s one thing your company is focused on right now?

Meryem Yousfi:
Pipeline growth.

Rick:
If there were no tech limitations, what’s one thing you’d fix for your role?

Meryem Yousfi:
A better tool for qualifying leads—especially in healthcare.

Rick:
What’s one piece of advice you’d give yourself if you were starting over as a marketer?

Meryem Yousfi:
Keep the big picture in mind. Strategy is more important than getting lost in the details.

Rick:
Love that. Finally, if there’s one thing people should remember about Sonio after this interview, what is it?

Meryem Yousfi:
Our mission. In just four years, Sonio is already making a major impact on prenatal care—and changing how the industry sees technology.

Rick:
That’s incredible. Thanks again, Meryem, for being on the show today. Hope to have you back soon!

Meryem Yousfi:
Thank you for the invite!

Rick:
Bye everyone!

Meryem Yousfi:
Bye!