About Sense-Maker Hub
I'm Natalie Maximets, founder of Sense-Maker Hub.
I work with evidence-led health companies when a business problem crosses the usual functional lines—when what the evidence supports, what the buyer values and what the company needs to communicate are no longer neatly aligned.
I work where evidence, market and communication meet
My role is to make sense of those inputs, identify the decision underneath the communication problem and turn it into clear market strategy, positioning and communication.
How I Think
I look beyond the communication problem.
Most communication problems aren’t solved by better wording. They are solved by making better sense of the inputs first.
I look at what the evidence supports, what the buyer values, where the opportunity sits and what different functions see.
Then I ask: what decision needs to be made before we communicate anything?
The goal is to turn too many inputs into a clearer decision and a stronger direction forward.
How I Work
I like making complicated problems sound simple.
Strategic rigor doesn’t require unnecessary complexity. I question assumptions, follow the evidence and keep what already works.
If the research is strong, we use it. If the positioning works, we keep it. If one question needs answering, we solve it.
And if the evidence points somewhere unexpected—or says don’t invest yet—I say so.
The goal is not to manufacture more work. It’s to make a better decision and put it into use.
Why I look deeper than the communication problem
My background doesn't sit neatly inside one discipline.
I hold master's degrees in Clinical Psychology and Linguistics, and my work has crossed health research, strategic communications, evidence translation and market intelligence.
I've worked in multidisciplinary and international health environments where researchers, clinicians, organizations and other stakeholders often looked at the same problem from very different positions.
Why Sense-Maker Hub?
Health companies rarely suffer from a shortage of information.
There is usually plenty of it: research, customer insight, product knowledge, market signals, clinical expertise, sales conversations, competitor activity and internal opinion.
The difficult part is determining:
That's the sense-making.
It's also the reason I built the company around a simple principle:
We start with the market, the evidence and the decision.
Outside the Work
I'm curious by nature, which probably explains how I ended up crossing psychology, language, research and strategy rather than staying obediently inside one professional box.
Outside work, you'll often find me hiking.
Not because mountains taught me a framework for strategic communications.
I just really like mountains.
And after spending much of my working life making sense of complicated things, I enjoy being somewhere that doesn't need explaining.
Bring the business problem. Not a communications brief
You don't need to know whether you need market research, positioning, GTM strategy, content—or something broader.
Tell me what's changing, what decision is ahead and where things are getting stuck.
I'll help determine what actually needs solving and the lightest engagement that makes sense.