Your Partner in Healthcare Commercialization Success

From Strategy to Sales: We Make Healthcare Innovation Thrive

At OrcaGTM, we specialize in providing comprehensive commercialization and go-to-market strategies for MedTech companies.

Whether your organization needs to enhance its internal capabilities or seeks an external perspective, our agency acts as an extension of your team, delivering both strategic guidance and hands-on execution. Our goal is to help you align business objectives, define market positioning, and successfully bring your products to market.

How We Help You

We assist early-stage startups in developing and implementing their go-to-market strategies. From lead generation and sales enablement to brand messaging and positioning, we work with founders to create scalable growth strategies.

Unique Approach

Ineffective communication between sales, operations, and marketing can hamper growth. At OrcaGTM, we use a holistic model of engagement to enhance communication. We work with you and your team to align strategic objectives across departments and establish efficient communication systems. Our hands-on approach enables companies to optimize sales and scale faster.

Who Is OrcaGTM?

Founded in 2024, OrcaGTM brings together experts in sales operations, product management, marketing, and digital content creation to help healthcare and medtech companies drive meaningful impact.

Our team has had the privilege of working alongside dedicated scientists, researchers, clinicians, and parents of children living with rare diseases. We understand that the only way to drive real change is through science and by amplifying the voices and experiences of patients.

Having witnessed firsthand the challenges of accessing healthcare and receiving timely treatment, we chose not to stand by and watch. Instead, we came together to empower healthcare and medtech companies to tackle these issues and improve healthcare for all.

Leadership

Nina Liu

Co-Founder

Nina Liu is a seasoned healthcare and technology commercialization executive with nearly two decades of experience driving product strategy, go-to-market execution, and revenue growth across life sciences, health tech, and real-world data. She has led product and marketing teams at industry leaders like Pulse Infoframe, Wolters Kluwer Health, and MathWorks—launching and scaling solutions that improve care quality, operational efficiency, and patient outcomes.

Known for bridging strategy with execution, Nina brings deep expertise in product management, product marketing, and business development. She has a proven track record of aligning innovation with market needs, accelerating adoption, and delivering measurable impact for health systems, life sciences organizations, and technology companies. At OrcaGTM, she leverages this experience to help clients build pipeline, elevate positioning, and drive sustainable growth.

Lori Straus

Co-Founder

Lori Straus has been writing human-centered content for over 15 years. Her clients have included companies in health informatics, telematics, automotive, the arts, SAP translation, real estate, financial planning, and more. Her experience in diverse topics and industries supports the communications needs of today’s MedTech innovators.

Lori has written and edited all manner of content: blog posts, magazines articles, white papers, novels, PhD theses, social media content, and more. Her flexibility, coupled with her breadth of experience, help her create the content each client needs, targeted to their audience.

A strong believer in collaboration, Lori develops content marketing strategies and collateral that combine the best of sales, producting marketing, and digital marketing.

Team

Jason Meng

Director of Website Design and Development

Jason Meng is an experienced software developer and web architect with a strong background in building secure, scalable, and user-centric digital experiences. He has held development roles at organizations including Putnam Investments, eSupport.com, and IBM Resilient, where he contributed to enterprise-grade software and high-performance websites.

At OrcaGTM, Jason leads website design and development, combining technical precision with creative design to bring brands to life online. His expertise spans front-end and back-end development, with a focus on delivering seamless, responsive, and results-driven web solutions.

Marijana Pijanovic

Creative and Art Director

As Orca GTM’s Creative and Art Director, Marijana blends passion, innovation, and strategic vision to craft impactful, enduring brand experiences. With over 20 years in advertising, her distinctive approach fuses creativity, efficiency, and open-mindedness, delivering visually stunning campaigns for brands across tech, real estate, retail, finance, healthcare, education, and non-profits.

Her leadership has produced award-winning integrated campaigns for real estate marketing excellence across digital, TV, radio, and print. In recent years, she has collaborated with leading corporations, creating compelling videos and marketing materials, alongside similar work for other tech corporations.

Her versatile perspective and commitment to detail elevate customer journeys and leave a lasting impact.

Reem Rizk

Junior Copywriter

Reem Rizk is a writer who specializes in community outreach. She completed her Honours BFA in Creative Writing at OCAD University, with a minor in Digital & Media Studies. Recognized with the Lillian Allen Creative Writing Program Award for her impact on the literary community, she leads Petal Projections as Editor in Chief and founded the publishing space Siren’s Muse.

Reem is an experienced social media and content creator who loves the challenge of helping each client find and express their unique voice.

We assist early-stage startups in developing and implementing their go-to-market strategies. From lead generation and sales enablement to brand messaging and positioning, we work with founders to create scalable growth strategies.

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Contact Info

P.O. Box 42013 Conestoga

Waterloo, Ontario

Canada

N2L 6K5