The Healthtech Marketing Show

In this episode of The HealthTech Marketing Show, guest host Mark Erwich leads a deep dive into pipeline optimization and deal acceleration, featuring expert insights from healthcare tech marketing leaders Amy Swanson and Michael Passanante. They discuss the essential strategies for aligning teams around pipeline goals, the use of collaborative scorecards for performance measurement, effective buyer engagement tracking, and the evolving roles of business development representatives (BDRs). They also explore how marketing teams can influence pipeline acceleration, customer retention strategies, and the importance of brand building as part of a holistic approach to pipeline management.Key Topics Covered:"Introduction (00:00:00)"“Integrating Pipeline Goals with Strategic Planning (00:03:00)”“Measuring Marketing Influence on Opportunities (00:05:00)”“Creating and Utilizing a Collaborative Scorecard (00:07:00)”“Identifying and Engaging the Buying Committee (00:11:00)”“Role of BDRs in Pipeline Generation (00:14:00)”“Marketing’s Role in Pipeline and Alignment Across Teams (00:18:00)”“Translating Pipeline Goals into Marketing Metrics (00:20:00)”“Leveraging Technology to Enhance Sales Velocity and Engagement (00:22:00)”“Balancing Customer Retention and Pipeline Generation (00:24:00)”“Marketing's Contribution to Pipeline Acceleration (00:27:00)”“Final Recommendations for Marketing Leaders (00:31:00)”Resources:Sales Enablement Tool: https://www.paperflite.com/Are you interested in learning more about the challenges of pipeline optimization? This detailed blog post explores the topic in greater depth.Connect with me: https://www.linkedin.com/in/adamturinas/Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

Why do so many healthcare technology marketers want to do ABM but can't get started?A. The technology investment can be very expensiveB. The technology is complicated and a bit overwhelmingC. Other reasonsThis episode focuses on a possible solution to A and B. It's called Unbundled ABM.It's a concept that can lower the barrier to entry to starting with ABM, but proceed with caution.It's not all sunshine and lollipops.In this episode, we explain unbundled ABM and its pros and cons. We start by unbundling the mother of all ABM systems, Demandbase, into its core functions. This will help you figure out what lego blocks you need to get to reconstitute a system that emulates what enterprise-grade ABM applications deliver.For this episode of The HealthTech Marketing Show, I am joined by Mark Erwich, Chief Strategy Officer, and Paul Vandre, Account Director and Digital Lead, to discuss "Unbundled Account-Based Marketing”. Mark is a veteran ABM practitioner and he provides a comprehensive breakdown of the nine components that make up a complete ABM platform, explaining the functions and benefits of each. Paul then discusses the unbundled approach, selecting individual tools to handle specific ABM functions, which gives firms more flexibility and potentially cost savings in scaling ABM.Key Topics Covered:"(00:00) Intro""(03:34) Definition of unbundled ABM and how it differs from enterprise platforms""(04:32) The ABM journey from demand gen to targeted account marketing""(07:05) Definition of a true ABM platform as specialized software for account-based strategies""(08:21) Overview of ABM platform functions including account selection and intent data""(09:51) The nine components of an ideal ABM platform""(16:46) Resources required to run ABM at scale""(18:36) Paul's explanation of Health Launchpad's approach to unbundled ABM""(24:16) Comparison to "cutting the cable" - potential advantages and drawbacks""(26:47) ABM maturity model and implementation considerations""(29:32) Demandbase CEO's perspective on different ABM approaches""(31:24) ABM as change management focused on pipeline growth, not just MQLs"Resources:These posts were mentioned in the epsiodeDemandbase CEO’s thoughts on Unbundled ABMI’m pro ABM, but skeptical of “ABM Platforms”Unbundled ABM | B2B MarketingInterested in exploring whether unbundled ABM might be right for your organization? Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call—just an opportunity to talk through your ABM questions and challenges.Learn more about Unbundled ABM in our detailed blog post.Connect with me: https://www.linkedin.com/in/adamturinas/Subscribe to The HealthTech Marketing Show on ⁠Spotify⁠ or watch us on ⁠YouTube⁠ for more insights into marketing, AI, ABM, buyer journeys, and beyond!

In this episode of The HealthTech Marketing Show, I (Adam Turinas) discuss The Account-Based Marketing (ABM) Journey with guests Kelly McDermott, CMO at Caregility, and Erik Johnson, VP of Marketing at Harmony Healthcare IT. We dive deep into the ABM journey, from initial implementation to mature strategies.Erik shares insights from the early stages of launching ABM programs, emphasizing the necessity of aligning marketing and sales teams. Kelly provides a seasoned perspective, illustrating how ABM evolves and matures after several years, including insights into attribution, strategic planning, and using ABM data to influence executive decision-making.Key takeaways include the need for:Alignment between marketing and salesWillingness to experiment with different tacticsComprehensive tracking of account engagementFlexible approach to understanding buyer behaviorsKey Topics Covered:The State of ABM in HealthTech Marketing [00:01:36]Why Companies Resist ABM [00:06:06]Deciding to Implement ABM [00:09:32]Early-Stage ABM Implementation [00:14:07]Advanced ABM Insights (Year 3+) [00:22:28]Attribution and Measurement in ABM [00:27:57]Advice to Past Selves About ABM [00:34:50]Check out our detailed blog post about the ABM timeline for the first 5 years.Watch our videos on YouTube and subscribe to us on Spotify for more tips, insights, and how to’s in Healthtech Marketing.For more articles, reports, videos, podcasts, and more to help you gain new skills, ideas, and insights in Healthtech Marketing visit our website.

In this episode of The HealthTech Marketing Show, I explore the critical importance of precise audience targeting in health tech B2B marketing with Mark Erwich, Chief Strategy Officer at Health Launchpad. Getting your target market right can be the difference between success and failure in B2B Healthcare marketing.We discuss the differences between Total Addressable Market (TAM), Serviceable Available Market (SAM), and Serviceable Obtainable Market (SOM). We also highlight common pitfalls in targeting and share effective strategies to define and engage ideal customer profiles (ICPs). Through practical examples and clear frameworks, we examine the role marketers play in aligning internal teams around targeted strategies to drive business growth.Key Topics Covered:Importance of Precise Audience Targeting [00:01:52]Why Precise Targeting Matters in HealthTech Marketing [00:03:58]ROI and Marketing Metrics [00:05:23]Aligning Teams Through Targeting Discussions [00:05:50]Account-Based Marketing (ABM) and Target Selection [00:07:04]Common Mistakes in Targeting and Market Segmentation [00:08:13]Systematic Approach to Defining Markets (TAM, SAM, ICP) [00:09:44]ICP (Ideal Customer Profile): Firmographic, Technographic, Behavioral [00:13:35]Process of Identifying Target Accounts [00:15:57]Resource Allocation and Serviceable Obtainable Market (SOM) [00:20:09]Example: Precise Targeting Success Story [00:32:30]Consequences of Poor Targeting vs. Benefits of Precision [00:35:18]Emerging Tools for Hyper-Precise Targeting [00:37:41]Check out our detailed blog post to learn more about precise audience targeting for B2B health tech marketing.Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!See all content from The Healthtech Marketing Show.Join the Healthtech Marketing Network to Connect, Learn, and Grow with your peers!

In this episode of The HealthTech Marketing Show, host Adam Turinas sits down with Matt Carollo from HIMSS Media to discuss the findings of the latest Healthcare IT (HIT) Buyer Study. They explore how healthcare technology buyers make purchasing decisions, the role of content in influencing these decisions, and the evolving dynamics of the buyer collective. With fresh insights from an expanded respondent pool, this year's study sheds light on shifting buying cycles, the critical importance of product demos, and the most trusted sources of industry information.Adam and Matt break down the data to provide practical takeaways for health tech marketers looking to improve their strategy, align content with buyer needs, and navigate the complex purchasing landscape in healthcare IT.Key Topics: [02:51] Background of the HIT Buyer Study and its evolution since 2018 [05:24] The buyer collective: Who is involved in healthcare IT purchasing decisions? [10:16] Changes in the buying cycle: Are healthcare organizations making faster decisions? [12:55] The most influential content types for healthcare technology buyers [20:21] Where do buyers go to research vendors? [23:36] How buyers take action after engaging with valuable content [27:11] Key takeaways for healthcare technology marketersThis episode is packed with valuable insights for healthcare tech marketers looking to refine their approach and better align with buyer needs. Don't miss it!Check out our detailed blog post, where you can download the report.Watch out videos on YouTube and subscribe to us on Spotify for more tips, insights, and how to’s in Healthtech Marketing.

In this episode of The HealthTech Marketing Show, I welcome back Casey Meehan to explore the latest AI tools revolutionizing marketing strategies. We discuss the evolution of AI adoption in healthtech marketing, insights from recent research, and practical ways teams can leverage AI to enhance video production, sales enablement, and content creation.Casey shares cutting-edge AI-powered workflows, including the use of tools like Perplexity, ChatGPT-4.0 and 0.1 models, DeepSeek, Descript, ElevenLabs, and Make.com for automating research, email personalization, and video content generation. He also provides valuable advice on how marketing leaders can help their teams move beyond experimentation to full-scale AI implementation.Key Topics:[01:45] Survey shows growth in AI adoption from August 2023 to January 2024 [05:23] Content creation remains the primary use case [05:58] Market research usage increased from 30% to 60% [11:00] Tips for management to implement AI with their team [14:04] Information Confidentiality in AI [18:55] Actionable advice on using AI for videoWhether you're an AI novice or already incorporating AI into your marketing stack, this episode is packed with actionable insights to help you stay ahead of the curve.Check out our detailed blog post, where you can read more about these AI tools and how to get the most from them.Watch our videos on YouTube and subscribe to us on Spotify for more tips, insights, and how-to’s in Healthtech Marketing.For more articles, reports, videos, podcasts, and more to help you gain new skills, ideas, and insights in Healthtech Marketing visit our website.

You won’t want to miss this episode! In this episode of The HealthTech Marketing Show, host Adam Turinas, Lea Chatham, and Mark  Erwich explore four distinct personas that emerge from analyzing conversations with over 200 health tech marketing leaders. Using AI technology to analyze over 20 hours of discussions from the Health Tech Marketing Network and one-on-one interviews, they uncover and discuss four key marketing leader archetypes: [6:39] The Data Maven - The analytically-driven marketer focused on sophisticated attribution and pipeline metrics [8:15] The ABM Strategist - The precision targeter who transforms broad marketing approaches into account-specific engagement [9:35] The Customer Whisperer - The deep insight gatherer who builds strategies around customer understanding [10:52] The Agile Innovator - The resource optimizer who achieves outsized results through creative approaches Mark and Lea share their personal connections to these personas, discuss how marketing leaders evolve between different types throughout their careers, and offer insights on building balanced marketing teams that leverage diverse strengths. Which persona are you? Check out our detailed blog post, where you can read more about each persona and see AI-generated visual representations. Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

We do something slightly different for this episode of The HealthTech Marketing Show. Colin Hung from Swaay Health takes over as the interviewer to discuss the evolving dynamics of pipeline management in healthcare marketing with Mark Erwich, Chief Strategy Officer at Health Launchpad, and me, Adam Turinas. We discuss how traditional B2B marketing methods are losing effectiveness and why a shift toward account-based thinking and personalized engagement is critical. We also talk about the need for taking a balanced approach to marketing. Throughout the interview, we speak on identifying and nurturing buying signals, building effective marketing-sales alignment, leveraging customer networks, and adopting Account-Based Marketing (ABM) strategies tailored for healthcare. Mark and I also give some actionable advice on starting small with ABM and focusing on thought leadership to establish trust and credibility. Key Topics and Timestamps: [4:24] Challenges in Pipeline Management  [9:04] Account-Based Thinking [11:44] Effective Pipeline Strategies [17:05] Importance of a Balanced Approach and Brand Awareness [18:07] What Companies Should Stop Doing [23:10] Examples of Companies Doing it Right [25:03] The Role of Thought Leadership and Customer Advocacy [27:34] Tips for Getting Started If you found this episode useful please forward it to some of your colleagues who could also get value from it.  Check out our blog article, where we go into more depth on this topic. Subscribe to The HealthTech Marketing Show or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

So what do healthtech marketers view as their biggest challenges in 2025? How will they adapt to changes in buyer behavior and what are their priorities? Drawing insights from a year's worth of community discussions and analysis within the Health Tech Marketing Network, we identified five issues that marketing leaders view as their priorities in 2025. In this week’s podcast, we welcome two distinguished health tech marketing leaders, Michael Passanante (SVP of Marketing at CapitalRx) and Stacy Sand (VP of Marketing at Get Well), to cover strategies and practical advice for tackling these issues. Stacy and Michael provided their perspectives on the five top issues, how they have taken action, and what they will do differently in 2025. Key Topics Discussed: [4:08] Measuring Marketing Impact and ROI [13:06] Sales and Marketing Alignment [20:32] Adapting to Evolving Buyer Behavior [26:24] Navigating Budget Constraints [34:52] Leveraging Technology and AI: Subscribe to The HealthTech Marketing Show or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

In this episode of the Healthtech Marketing Podcast, host Adam Turinas and Mark Erwich, Chief Strategy Officer of Health Launchpad, review the key trends and insights from 2024. This provides a retrospective of 2024's key marketing trends that will help you benchmark your marketing operations against industry trends. In seven charts, Adam and Mark review data on several key issues facing health tech marketers. These are based on multiple surveys conducted within the Healthtech Marketing Network, a 200-member community of senior marketing leaders. Based on data collected through monthly surveys from the HealthTech Marketing Network, this episode explores seven critical charts that reflect the challenges and opportunities in health tech marketing. Mark and Adam offer advice on navigating relationships with the C-suite, aligning with sales, leveraging AI tools, and taking incremental steps toward ABM. Key Topics Covered: [02:25] Selling Marketing’s Value to the C-Suite  [05:08] Demonstrating ROI to Stakeholders Navigating Budget Cuts [11:41] Improving Measurement for 2025  [14:19] AI in Marketing  [18:34] Marketing Technology Stack Priorities  [20:45] Adopting ABM in HealthTech  Stay tuned for more actionable insights in the health tech marketing space! Read the blog article with the charts here. Other Episodes to Check Out The changing landscape of measurement and attribution [blog] [podcast] AI and Marketing – Latest Foundation [blog] [podcast] How AI is making an impact on SEO [blog] [podcast] How to use AI to transform your marketing [blog] [podcast] Embracing ABM to change your sales model [blog] [podcast] Latest best practices in using AI for content creation [blog] [podcast]

This special episode of The HealthTech Marketing Show dives into all things related to the buyer’s journey, including insights and highlights from expert interviews and research conducted throughout the year. You will hear highlights from the HIT Buyer Research with Matt Carollo, Senior director of sales enablement at HIMSS, Kaycee Kalpin, CMO of Premier Inc., and Karsten Russell-Wood, CMO of Equum Medical. Then head of Research at 6Sense, Kerry Cunningham shares insights from new research on B2B buying behavior.  You will then get the healthcare IT buyer’s perspective with JD Whitlock, CIO of Dayton Children’s Hospital. Melanie Turner, CIO  at UAB Medicine, shares what buyers want from vendors and how to engage with them effectively. From buyer group complexity to content strategies and account-based marketing, this episode is packed with actionable insights to help healthtech marketers navigate today’s intricate B2B buying processes. Key highlights include: [0:48] HIMSS Research Highlights and Key Stats [4:29] Account-Based Marketing Strategies [7:00] Insights from Kerry Cunningham and findings from the Buyer Experience Study [13:34] Healthcare IT Buyer Perspective and differences between decision-making and implementation stakeholders. [19:06] Content Preferences of Buyers and Multi-Channel Outreach [21:41] Closing Thoughts This episode is a must-listen for healthtech marketers looking to deepen their understanding of the buyer journey and optimize their go-to-market strategies.

In this episode of The HealthTech Marketing Show, we dive into programmatic advertising in healthcare marketing with Scott Stedman, founder of the B2B agency Imaginarium, and Paul Vandre, Account Director at HealthLaunchpad.  Dive is the operative word, as many marketers think programmatic is a sewer. But, used the right way, it can be a very effective tool for B2B marketers. We explore how programmatic advertising, once primarily used in B2C, has increasingly become relevant for B2B healthcare due to advancements in account-based marketing (ABM) platforms. Scott and Paul discuss how programmatic technology allows for precise, cost-effective targeting, not only on traditional digital ads but also across streaming platforms and even physical locations. They highlight the efficiency in reaching target accounts, managing complex buyer cycles, and tailoring ad content through the different stages of a healthcare buyer’s journey—from building awareness to nurturing leads and closing deals.  They also share insights on tech stacks, data privacy, omnichannel campaigns, and measuring effectiveness in a landscape of long sales cycles and multiple touchpoints. Key Topics: [2:37] Introduction to Programmatic Advertising [5:30] Programmatic Advertising in Healthcare [7:32] Using programmatic in sales pipeline growth [12:10] Strategies for guiding prospects through the buyer journey [19:37] Key technologies and tools for programmatic advertising [26:32] Measuring the success of programmatic efforts at the account level [32:20] The future of programmatic advertising and data privacy If you found this episode valuable, please share it with others in your network who might benefit from it! You can connect with me on LinkedIn or email me at adam@healthlaunchpad.com

In this episode of The HealthTech Marketing Show, I will detail my personal LinkedIn routine, which has been instrumental in the success of my marketing consultancy. Learn how I leverage LinkedIn as a core marketing tool to grow my personal and company brand, attract prospective clients, and maintain meaningful connections within the health tech industry. This systematic approach to LinkedIn includes daily posts, consistent networking, and using Sales Navigator for targeted outreach. I also discuss the importance of creating valuable, thought-provoking content while avoiding aggressive sales tactics. This routine has helped quadruple my LinkedIn connections to over 12,000, significantly contributing to Health Launchpad’s business growth.  Key Topics: [1:20] Intro to using LinkedIn to grow a network and drive business success [7:34] Building a targeted network using Sales Navigator [11:10] Avoiding the "connect and pitch" approach and nurturing trust within your network [12:11] Daily posting routine and the importance of long-term relationship building [16:50] The balance between personal posts, business content, and thought leadership [17:51] Using LinkedIn newsletters [19:36] Using company pages for additional content distribution [22:06] The results and how LinkedIn has contributed to Health Launchpad’s 10X business growth [26:54] People I follow that you should too [27:51] Actionable advice and next steps You can connect with me on LinkedIn or email me at adam@healthlaunchpad.com People I follow that you should too: Adam Franklin Tim Hughes  Richard Van Der Blom Previous episode with Adam Franklin: Transforming Your Organization for Social Selling 

In this episode of The HealthTech Marketing Show, we go deep on marketing measurement and attribution with guests Gretchen Hoffman, B2B SaaS Marketing Leader, and Mark Erwich, Chief Strategy Officer for Health Launchpad. As healthcare marketers face increasing pressure to prove the value of their efforts, Adam, Mark and Gretchen discuss the shift from traditional lead-based metrics to a more account-based, opportunity-driven approach. They also explore how data analytics and AI are reshaping the landscape. Key Topics: [5:15]How marketing measurement has shifted dramatically due to AI and advanced data analytics, changing how marketers track and optimize demand generation. [11:04] Aligning Sales and Marketing through ABM [13:58] Practical advice on implementing ABM. How tools like Demandbase and 6sense help marketers analyze the full buyer journey and optimize account engagement. [23:16] The limitations of traditional attribution models and how healthcare marketers can effectively measure marketing activities' impact, especially in long sales cycles. [31:10] How to report the impact of marketing to the C-suite, including focusing on pipeline velocity, conversion rates, and customer lifetime value (CLV). [36:24] Actionable advice on adopting AI, ABM, and better reporting strategies. If you found this episode valuable, please share it with others in your network who might benefit from it!

Adam Turinas sits down with Mike Cuesta and Juan Molina from Atomic Health to explore user experience, website design, and digital brand building in healthcare. As partners at Atomic Health, an experience design agency specializing in healthtech, digital health, and life sciences, Mike and Juan bring over 15 years of insider knowledge to the conversation. They share insights on: The unique challenges of healthcare UX design and branding Balancing data-driven decision-making with creative intuition Strategies for designing effective homepages and user journeys The importance of progressive disclosure in website design Techniques for crafting compelling brand identities in healthcare Best practices for validating designs and ensuring accessibility They discuss the intricacies of creating digital experiences that resonate with multiple healthcare personas, from clinicians and administrators to patients and caregivers. Mike and Juan emphasize the importance of understanding the healthcare ecosystem and leveraging design as a "superpower" to set companies apart in the market. In this episode, you will learn: Utilizing artifacts and design systems for scalable branding Balancing aesthetics with performance in website design Adapting B2B marketing strategies for healthcare audiences Embracing brand identity across all customer touchpoints

In this episode of The Healthtech Marketing Show, host Adam Turinas welcomes Mark Erwich, Principal and Chief Strategy Officer at Health Launchpad, to discuss pipeline acceleration in healthcare technology marketing. With over 20 years of experience in healthcare technology marketing, Mark brings a wealth of knowledge to address one of the industry's toughest challenges: long sales cycles. The healthcare technology sector is notorious for its extended sales processes, with average cycles lasting 13+ months and some stretching to 24 months. This puts immense pressure on marketing and sales teams to find ways to accelerate the pipeline and close deals faster. Adam and Mark review strategies and tactics that can help healthtech companies improve their sales velocity. Throughout the conversation, they explore the relationship between marketing and sales in the context of pipeline acceleration. They discuss how marketing can effectively support sales efforts, expand engagement with buying groups, and re-energize stalled deals. The episode also touches on the importance of understanding and addressing the unique economic pressures and competing priorities healthcare organizations face. What you'll learn in this episode: The definition of pipeline acceleration and sales velocity, and why these metrics are crucial for healthtech companies How marketing can contribute to improving sales velocity and overall pipeline acceleration Strategies for expanding engagement with buying groups within target accounts Techniques for balancing top-of-funnel lead generation with acceleration of existing opportunities Approaches to handling stalled deals and re-engaging dormant accounts The power of personalization and account-specific marketing tactics in pipeline acceleration How to leverage intent data to inform and enhance pipeline acceleration efforts Methods for de-risking decisions for prospects to overcome their fear of messing up (FOMU) Insights into addressing the economic pressures and competing priorities faced by healthcare organizations Ways marketing can provide valuable insights to help sales teams prioritize the most promising opportunities Whether you're a marketing professional, sales leader, or executive in the healthcare technology space, this episode offers valuable insights and actionable strategies to help you navigate the complex landscape of healthtech sales and marketing. Find more Healthtech Marketing Show content here. Articles, reports, videos, podcasts and more to help you gain new skills, ideas and insights in Healthtech Marketing.⁠

Adam Turinas sits down with B2B marketing experts Kerry Cunningham and Health Launchpad principal Mark Erwich to explore the evolving complexities of engaging buying groups and navigating the modern B2B buyer's journey. Kerry shares groundbreaking insights from recent research, challenging traditional marketing models and offering a fresh perspective on engaging potential customers. They discuss why buyers initiate contact with sellers, the shift from lead-based marketing to focusing on active buying groups, and how to successfully engage multiple stakeholders within target accounts. In this episode, you will learn: The "70% Rule": Discover why buyers typically initiate first contact with sellers when they're 70% through their buying journey and how this impacts your marketing strategy. Buying Group Dynamics: Learn about the average size of B2B buying groups (about 10 stakeholders) and strategies for engaging multiple decision-makers within an organization. Quality Over Quantity: Understand why focusing on quality engagements is more effective than pursuing a high volume of leads, and how to measure meaningful interactions. Leveraging Anonymous Data: Gain insights into how to use anonymous website traffic and third-party intent data to identify and engage with in-market accounts. Rethinking Metrics: Learn why traditional lead conversion rates can be misleading in modern B2B marketing, and discover new, more relevant ways to measure marketing effectiveness. Content Strategy Evolution: Explore the changing role of gated content in B2B marketing and strategies for balancing lead capture with content accessibility to build trust early in the buyer's journey.

How can marketers leverage the latest AI developments, tools, and strategies to reshape their approach to healthtech marketing? AI expert ⁠Casey Meehan offers practical advice on continuously pushing the boundaries of AI tool capabilities while maintaining the human touch in marketing efforts. Episode Highlights: Casey introduces his IPO (Input, Process, Output) framework The 90-day sprint approach to adopt AI effectively. Insights into cutting-edge tools like Notebook LM and Claude 3.5 Sonnet Is AI-generated content harming SEO and website traffic? Strategies for maintaining visibility in an increasingly AI-dominated search landscape Best practices for balancing AI usage with human input in content creation the growing importance of AI-powered search tools like Perplexity and strategies for making content citable by these new platforms. Tips for leveraging AI in personal projects to build skills applicable to work Health Launchpad has covered this topic extensively. Check out the AI Resource Center.

Learn the best practices, tips, and tricks for mastering the complexities of product marketing. I am joined by Michael Gemmati, who shares real-world examples from his extensive career and offers listeners actionable tips to apply to their product marketing efforts. Listen now to raise your product marketing game and drive better organizational results! Michael Gemmati is all in on product marketing. As Head of Marketing and Portfolio Strategy at Health Recovery Solutions, he shapes the company's product marketing strategy and has all of his marketing responsibilities. Michael shares his unusual journey to becoming a product marketing expert. He explains why product marketing is a critical function in any health tech organization and how it serves as the bridge between technical development and customer communication. He emphasizes the importance of being deeply customer-centric. In this episode, you will learn The definition and scope of product marketing in health tech Essential skills and responsibilities of an effective product marketer Strategies for mapping and understanding the customer journey Techniques for gathering and leveraging customer insights The evolving landscape of product marketing, including challenges with SaaS and AI solutions The importance of cross-functional collaboration in product marketing Practical advice for organizations looking to enhance their product marketing capabilities Hope you love it!

B2B2C is the increasingly prevalent hybrid approach to marketing. It involves selling to businesses, which then market to their own customer base. Bonni DeWoskin is a fractional CMO specializing in health and age tech. She shares her deep experience of B2B2C and how to do it well. In this episode, you will learn: The definition and importance of B2B2C marketing in health tech Strategies for balancing B2B and B2C How to view the customer journey holistically Tips for leveraging B2B partners as channels to reach end consumers Budgeting considerations for B2B2C marketing Technology considerations, including HIPAA compliance Best practices for creating detailed customer journey maps The importance of tailoring messaging for both B2B and B2C audiences I learned a lot. I think you will, too. Peace Adam

Rural Health is a low priority for most healthtech firms. You may be missing a golden opportunity! In this episode, I am joined by Karsten Russell-Wood, the Chief Marketing and Experience Officer of Equum Medical, to examine rural healthcare in depth. Karsten sheds light on rural health's unique challenges and opportunities, particularly for telehealth and digital health solutions. With 15% of the US population residing in rural areas but less than 10% of providers serving these communities, the need for innovative solutions is painfully acute. Karsten explains how telehealth is bridging this gap, bringing specialist care to critical access hospitals and helping to stem the tide of patient outmigration. Marketing to this audience requires a different approach emphasizing personal relationships, community engagement, and understanding local needs. Karsten shares insights on effective channels for reaching rural healthcare decision-makers, including targeted events and, surprisingly, Facebook. This episode also touches on the broader impact of rural hospitals on their communities, highlighting how these institutions are often cornerstones of local economies and social structures. Learn about the financial challenges facing rural hospitals and how collaborative purchasing groups are helping to level the playing field. Episode Highlights: The scale and importance of rural healthcare in the US, including statistics on the population served and the number of critical access hospitals. How telehealth and digital health solutions are addressing unique challenges in rural healthcare, such as specialist shortages and geographical isolation. Effective marketing strategies for reaching rural healthcare decision-makers, including the surprising effectiveness of Facebook for community engagement. The critical role rural hospitals play in their communities, both as healthcare providers and economic anchors. The value of personal relationships and community engagement in marketing to rural healthcare organizations. How collaborative purchasing groups are helping rural hospitals overcome financial challenges and gain better access to resources. The importance of providing education and marketing support to rural hospitals implementing new telehealth services.

Yup. It's happening. AI is hurting the effectiveness of many people's SEO strategies. In this eye-opening episode, host Adam Turinas is joined by SEO experts Karen Finn and Danny Goodwin to take a hard look at the impact of AI on Search. Danny is the Managing Editor of Search Engine Land & SMX, and Karen is Health Launchpad's SEO lead. Adam, Danny, and Karen explore how artificial intelligence reshapes the search landscape and what it means for healthcare technology marketers. Traditional SEO tactics are feeling the pain as Google rolls out its Search Generative Experience (SGE) and AI-powered overviews. There are some startling insights about declining organic traffic and the shrinking real estate for non-paid search results. In this episode you will learn: The latest developments in AI-driven search and their impact on SEO How Google's SGE is changing the game for content creators and marketers Strategies for maintaining visibility in an increasingly AI-dominated search landscape The growing importance of quality content and user experience Tips for diversifying traffic sources beyond organic search You can read a deep-dive, article about this here.

In this episode of the Health Tech Marketing Show, Adam is joined by Mark Erwich, a super-experienced healthcare technology marketer, to discuss the importance of customer marketing and how to implement it in your organization effectively. Given how hard it is to win new customers, keeping and growing your current customers is even more important. t is much easier and more cost-effective to retain and grow current relationships than to acquire new ones. As Mark points out more businesses have shifted towards subscription-based models putting more emphasis on increasing Annual Recurring Revenue (ARR) Mark reviews several strategies for creating customer advocates. This includes celebrating customer success through case studies, testimonials, and references. The next level in customer marketing is to implement customer champion programs where customers are involved in press stories, webinars, and events. Social media is used to amplify this. Mark also stressed that thought leadership content is key to keeping top of mind with champion customers. advancedIn more advanced programs, customers are involved in product development through Customer Advisory Boards. We discussed how to manage negative feedback and churn risk. Close collaboration between marketing and customer success teams is critical in addressing concerns promptly and effectively. Lastly, we discussed measuring the impact of customer marketing efforts by tracking retention rates, customer participation, and the influence of advocacy on new business acquisition. Key takeaways from this episode include: The growing importance of customer marketing in the subscription-based economy Strategies for creating customer advocates through celebration, education, and engagement The need for collaboration between marketing and customer success teams to manage churn risk The significance of measuring the impact of customer marketing efforts on retention and growth Best practices for implementing a successful customer marketing program aligned with business objectives You can learn more about how to implement customer marketing in this post.

In this episode of the Healthtech Marketing Show, Adam Turinas and Mike Campana, a long-time healthcare IT marketing executive, discuss buyer journey mapping. In Mike’s view, the traditional marketing funnel is flawed. Buyer journey mapping is a better way to understand buyer behavior and develop a plan to engage buyers throughout their journey. Mike walks through the five key stages of the buyer journey: Horizon Scanner Explorer Hunter Active Buyer Client He describes the buyer’s objectives, information needs, and which marketing tactics to use at each stage. He has developed his framework for persona mapping. This is important in aligning sales and marketing around the buyer journey.  Mike describes best practices for marketers looking to get started with buyer journeys, how to create effective ones, and put them to work. He emphasizes the importance of involving sales, identifying content gaps, and making the buyer journey iterative. You will learn: Why buyer journey mapping is a must-have for B2B marketers The 5 key stages of the buyer journey and how to engage buyers at each stage  Frameworks and processes for effective persona mapping The KPIs and metrics to track across the buyer journey How to align sales and marketing around the buyer journey Practical tips to get started and avoid common pitfalls with buyer journey mapping   Read the Q&A with Mike here.

In the final session of the Healthtech Marketing Summit, Casey Meehan, AI and Marketing specialist and long-time partner of Health Launchpad, took the stage to share his insights on how to harness the power of AI to transform your marketing efforts. Casey has a decade of experience running a content marketing agency and a passion for AI that dates back to 2018. Casey has become an expert in integrating AI into various aspects of marketing, from content creation to campaign optimization and decision-making processes. Casey's expertise in AI has been instrumental in reshaping how Health Launchpad approaches day-to-day work, boosting productivity. He has also helped developed some unique ways to leverage AI in our ABM practice. In this session, Casey will guide you through a range of AI applications in marketing, from basic use cases to more advanced techniques. He emphasizes the importance of gathering and organizing source material, drafting, and editing when working with AI tools to ensure the best results. Casey also shares his insights on the most effective AI models for various marketing tasks, such as Google's Gemini for general use, Anthropic's Claude 3 for writing, and Perplexity AI for research and fact-checking. 1. A three-step framework for working with AI: gathering source material, drafting, and editing.2. How to use AI to generate more effective email responses, saving time and effort.3. Techniques for creating engaging social media content using AI, including generating buzzwords, trending topics, and novel connections.4. Best practices for editing AI-generated content, from fact-checking and reducing hallucinations to improving clarity and grammar.5. Strategies for repurposing AI-generated content across various formats, such as podcast outlines, video scripts, and newsletters.6. An introduction to AI agents and their potential applications in marketing workflows.7. How to integrate AI into marketing workflows using tools like Zapier, with a practical example of automating email responses.8. The importance of continuously updating and organizing source material to improve AI-generated content over time. Casey's session will provide you with a comprehensive understanding of how AI can be leveraged to enhance marketing efforts, boost productivity, and drive better results. By following his practical tips and strategies, marketers can start integrating AI into their workflows and unlock new opportunities for growth and success.   Check out more posts like this in the Health Tech MarketingLearning Center . Sign-up to our weekly podcast. Follow me or connect with me on LinkedIn. I publish videos and articles on ABM and health tech marketing. Buy Total Customer Growth: Our book on how to win and grow customers for life with ABM and ABX. Work with me directly. Let’s book a growth session and we can explore ways you can improve your marketing using the latest techniques in account-based marketing.

How do you build a go-to-market (GTM) engine that operates beyond expectations? In this episode of The Healthtech Marketing Show, we explore strategies and best practices for achieving GTM success in healthcare technology. A panel of experts, including Bob Blount, Principal at Health Launchpad; Bob Abrahamson, Chief Marketing Officer at pCare; Cathy Finley, Senior Vice President of Marketing and product Management at Dr. Evidence; and Ben Person, CEO of Tenon, unpacked the essential components of an effective GTM strategy. This is part 4 of 5 sessions from our recent Healthtech Marketing Summit held on April 29th. Find more of the summit here. Find more Healthtech Marketing Show content here. Articles, reports, videos, podcasts, and more to help you gain new skills, ideas, and insights in Healthtech Marketing.

Ben Person, CEO of Tenon, and Kelly McDermott, CMO of Caregility, discuss how Account-Based Marketing (ABM) can be a game-changer in aligning sales and marketing efforts, personalizing outreach, and ultimately shortening sales cycles and driving revenue growth. Hear real-world examples, practical advice, and actionable tips for implementing a successful ABM to drive complex B2B sales in the healthcare technology sector. This episode is one of our sessions from the Healthtech Marketing Summit. Find more content from the summit here. Find more Healthtech Marketing Show content here. Articles, reports, videos, podcasts, and more to help you gain new skills, ideas and insights in healthtech marketing.

In this episode we bring together a panel of marketing executives from leading healthtech companies to share their insights on the evolving state of branding in the industry. Moderated by Matthew Piette, former head of brand marketing at Philips Healthcare and Exact Sciences Corporation, the discussion features Karsten Russell-Wood (CMO, Equuum Medical), Trina Claggett (VP of Marketing, SpinSci), Justin Metz (Content Lead, healthlaunchpad), and Patty Enrado (Sr. Director of Client Content, HIMSS Media). The panelists delve into building brand, reputation, and authority in the increasingly complex healthtech landscape. They explore strategies for developing thought leadership, creating authentic content, leveraging corporate citizenship initiatives, and cultivating diverse, authentic spokespeople. The discussion also covers crafting compelling brand narratives, ensuring consistency in messaging, and forming strategic partnerships to demonstrate value and credibility. Key topics addressed in this episode include: Developing robust thought leadership strategies Creating authentic and meaningful content Leveraging corporate citizenship and employee advocacy Identifying and cultivating authentic spokespeople Crafting compelling brand narratives Ensuring consistency and clarity in brand messaging Forming strategic partnerships and collaborations Measuring brand authority through engagement and retention metrics Adapting to the evolving buyer's journey Being bold, interesting, and genuine in brand storytelling Throughout the conversation, the panelists share their experiences, best practices, and actionable recommendations for healthtech marketers looking to build authentic, purpose-driven brands that resonate with their target audiences in today's dynamic market. View the in-depth article and the webinar recording

In this replay of the first session from the Healthtech Marketing Summit, we dive into the evolution of demand generation in the healthtech industry. The session is moderated by Adam Turinas, CEO and founder of healthlaunchpad, a healthtech marketing agency. Adam is joined by an expert panel featuring Matt Carollo (HIMSS), Hannah Drake (healthlaunchpad), Lucy Railton (Drummond Group), and Adam Rosenberg (RX Lighting). The discussion covers: Insights from a recent HIMSS survey on the healthcare IT buyer journey, including the complexity of the buyer collective, lengthening buying cycles, and the importance of proven success and interoperability Perspectives on the challenges of balancing freely sharing information vs. gated content to generate leads The effectiveness of trade shows, webinars, events, intent data, and referral marketing in driving demand The diminishing returns of tactics like Google ads and the need to provide real value in content marketing Using a mix of first-party, second-party, and third-party intent data to identify in-market accounts and individuals Shifting from measuring leads to measuring revenue influence and partnering closely between marketing and sales The importance of investing in brand awareness as part of an overall account-based marketing approach Throughout the session, the panelists share candid insights and tips based on their experiences across a range of healthtech organizations. The conversation sets the stage for a deeper dive into account-based marketing in a later session. View the webinar

In this episode I sat down with Bobby Guelich, Co-Founder and CEO of Elion Health (https://elion.health/), to explore the evolving world of comparison websites in the healthcare technology industry. As the health tech landscape grows increasingly complex, comparison sites have emerged as valuable resources for buyers to navigate their options and for vendors to showcase their solutions. But beyond just facilitating matches, these platforms also generate a wealth of valuable data on buyer behavior and intent. In this conversation, you'll learn: - How comparison websites like KLAS, Gartner, G2, Capterra, and Elion Health are helping healthcare organizations make sense of the crowded health tech vendor landscape - The differences between first-party, second-party, and third-party intent data and why comparison sites offer particularly valuable signals for health tech marketers - How to leverage comparison site data to identify in-market accounts, trigger targeted campaigns, inform content strategy, and enable sales-marketing alignment - Strategies for proactively engaging with comparison websites to boost your visibility and drive conversions - The future of healthcare comparison websites and how they will continue to shape the industry Whether you're a health tech marketer looking to gain an edge or a healthcare leader seeking to stay on top of the latest innovations, this episode offers valuable insights into an important trend shaping the industry. Tune in to learn how you can tap into the power of comparison websites and intent data to connect with buyers and drive growth. You can reach Bobby at bobby@elion.health.com

In this episode of the Health Tech Marketing Show, Adam Turinas, CEO of healthlaunchpad, sits down with two industry experts to discuss the latest best practices in using AI for content creation. Casey Meehan, founder of Blazing Zebra, and Lucy Railton, VP of Marketing for the Drummond Group, share their insights and experiences on leveraging AI throughout the content creation process effectively. Casey and Lucy review how they approach content creation, from developing buyer-based strategies to ideation, drafting, editing, and creating publication-ready content. They also discuss the pros and cons of various AI tools and provide actionable tips for marketers looking to integrate AI into their content marketing strategies. In this episode, you'll learn: How to use AI to develop comprehensive buyer personas and guide your content strategy Techniques for using AI to generate novel content ideas and angles Best practices for creating high-quality first drafts with AI assistance Strategies for editing and refining AI-generated content to ensure accuracy and brand alignment Tips for enhancing your content with AI-generated visuals and fact-checking The pros and cons of popular AI tools like ChatGPT, Jasper, and Claude 10 actionable steps you can take today to start leveraging AI in your content creation process Whether you're new to AI or looking to optimize your existing AI-powered content workflows, this episode is packed with valuable insights and practical advice from industry leaders.

In this episode of the Health Tech Marketing Podcast, host Adam Turinas sits down with Patty Enrado, Senior Director of Content at HIMSS Media, for an illuminating discussion on the power of brand storytelling in healthcare technology. Patty shares her wealth of experience and insider tips on how health tech companies can cut through the noise and forge meaningful connections with their target audiences. Key topics covered include: • The essential elements of a compelling health tech brand story, from showcasing customer empathy and unique purpose to leveraging subject matter experts • How HIMSS Media helps companies build their brands through comprehensive content audits, integrated campaigns, and targeted distribution • Real-world examples of successful brand storytelling initiatives, including a recent 5-part HIMSS TV series on data analytics • Strategies for repurposing foundational content assets into multiple formats to maximize reach and impact • Insights from HIMSS' proprietary research on the health tech buyer's journey, including the growing importance of product demos and in-person events • The potential impact of AI and emerging technologies on brand storytelling, and how marketers can navigate this evolving landscape Whether you're a startup looking to establish your brand voice or an established player seeking to reinvent your narrative, this episode offers actionable advice and inspiration for all health tech marketers. Tune in to learn how you can partner with HIMSS Media and tap into the latest storytelling strategies to build lasting audience connections and drive business growth.

In this episode of the show, we explore the concept of purposeful branding in healthcare technology and its potential to drive both business success and positive change. Our guests, Steffany Whiting, Executive Vice President of Marketing at iMethods, and Matthew Piette, former Head of Brand Marketing at Exact Sciences and Director of Brand for Philips, share their insights and experiences in building and maintaining purposeful brands in the healthcare industry. In this episode we cover: Defining purposeful branding and its unique application in healthcare How iMethods has built a strong purposeful brand and the impact it has had on their business Innovative programs for engaging employees in a company's mission Challenges of embedding a purposeful culture in larger organizations Making brand purpose real and measurable through patient testimonial videos and measurable goals The ROI of a meaningful mission The role of individual employees in becoming purposeful brand ambassadors Advice for healthcare technology marketers looking to embrace purposeful branding Steffany delves into how iMethods has built a strong, purposeful brand by focusing on changing lives, serving the community, and living out its core values. She discusses the impact this approach has had on employee retention, client loyalty, and business growth, and shares some of the innovative programs iMethods has implemented to engage employees in the company's mission. Matthew brings his experience from larger organizations, discussing the challenges of embedding a purposeful culture in these companies and the importance of senior leadership understanding and communicating the brand's purpose. He also shares examples of how Exact Sciences and Philips have made their brand purpose real and measurable through patient testimonial videos and measurable goals. Together, Steffany and Matthew offer valuable insights and advice for healthcare technology marketers looking to embrace purposeful branding in their organizations. They discuss the unique application of this concept in healthcare, the ROI of a meaningful mission, and the role of individual employees in becoming purposeful brand ambassadors. This episode is a must-listen for anyone interested in the power of purposeful branding to drive both business success and positive change in healthcare.

In this episode of the Healthtech Marketing Show, host Adam Turinas is joined by Kelly McDermott, CMO of Caregility, and Ross Whittaker, InterSystems NA Marketing Director, to explore the evolving role of Sales Development Representatives (SDRs) in the health tech industry. The guests discuss the differences between SDRs, BDRs (Business Development Representatives), and MDRs (Market Development Representatives), and share insights into the typical activities and success metrics for SDRs. The conversation delves into the challenges of keeping SDRs motivated and the importance of celebrating small wins and providing a clear career development path. Kelly and Ross also examine the role of SDRs in Account-Based Marketing (ABM) scenarios and long sales cycles, highlighting the need for close collaboration between Marketing, SDRs, and Sales. The guests debate the pros and cons of having SDRs report to either Marketing or Sales, concluding that the most important factor is having a leader who understands their value and is invested in their success. They also discuss the use of intent data and lead scoring to help SDRs prioritize their outreach, and share their experiences with outsourcing the SDR function versus building it in-house. Throughout the episode, Kelly and Ross offer valuable tips for success with SDRs, including the importance of patience, investing in training, encouraging curiosity, and being a student of the craft. As the health tech industry continues to evolve, the role of SDRs is becoming increasingly critical for organizations looking to drive growth and build strong relationships with their customers.

Losing a job, whether planned or unexpected, is a challenging experience that most professionals face at some point in their careers. In this episode of the Healthtech Marketing Podcast, we dive deep into the job search journey, providing actionable advice and valuable insights to help you find your next opportunity in the health tech industry. Our expert guests, Fred Mather, a longtime sales executive and member of Pavilion's leadership team, and Erik Johnson, a seasoned tech marketing leader, share their personal experiences and offer guidance on navigating the complex process of finding a new job. This episode covers all the essential aspects of a successful job search, from coming to terms with job loss and establishing your unique value proposition to leveraging your network and preparing for interviews. Discover the power of secondary connections and how they can unlock hidden opportunities, and learn about valuable resources, such as industry-specific communities and state-funded education programs, that can help you enhance your skills and stand out to potential employers. Our guests also discuss the importance of maintaining a positive attitude, staying persistent, and learning from disappointments throughout the job search process. Whether you're a seasoned executive or a rising star in the health tech industry, this episode will provide you with the tools and strategies to help you find your next gig.

In this episode of the HealthTech Marketing Show, guest Stacey Danheiser, founder of Shape Marketing, shares her insights on the power of internal marketing for healthcare technology marketing leaders. Danheiser emphasizes the importance of treating internal stakeholders as customers and educating them on the value of marketing in driving business success. The episode explores the differences between B2C and B2B marketing, highlighting the need for B2B marketers to demonstrate how their efforts directly impact revenue and customer acquisition. Danheiser introduces three foundational competencies for marketing leaders: understanding the role and perception of marketing within the organization, knowing customers through research and insights, and deeply understanding the business itself. Danheiser stresses the significance of investing in customer research, as it allows marketing leaders to gain credibility and influence within their organizations. By becoming the go-to expert on customer insights, marketers can position themselves as strategic partners in driving growth and success. The episode also covers the importance of creating an internal marketing plan, aligning marketing efforts to the full customer lifecycle, and investing in one's own growth and development as a marketing leader. By implementing these strategies, healthcare technology marketing leaders can unlock the full potential of their teams and demonstrate the critical role marketing plays in achieving business objectives. Listeners will come away with a deeper understanding of how internal marketing can elevate their influence and credibility, as well as practical strategies for implementing effective internal marketing approaches within their organizations. Here's a link to the scorecard: https://confidentmarketer.scoreapp.com/ Here's a link to my website/ program: https://www.shakemktg.com/ascend

In this episode of the Healthtech Marketing Show, we delve into the inspiring journeys of two remarkable entrepreneurs, David Zakariaie, CEO and founder of Senseye, and Matt Ko, President, COO, and co-founder of DeepScribe. These innovators share their experiences and insights on navigating the complex go-to-market landscape for healthcare AI solutions. David and Matt's personal stories serve as the foundation for their ambitious ventures. David's struggle with mental health challenges and his mother's work as a psychologist ignited his passion for revolutionizing mental health care through AI-powered diagnostics. Similarly, Matt's experience as a care coordinator for his mother during her battle with cancer exposed him to the communication barriers and administrative burdens faced by physicians, driving him to co-found DeepScribe and develop an AI solution for clinical documentation. Throughout the episode, David and Matt discuss the key strategies and approaches they employed to scale their healthcare AI solutions. From pivoting to address business and operational challenges to pursuing regulatory approvals and strategic partnerships, they share valuable lessons learned along the way. The importance of seamless integration into existing healthcare workflows, leveraging partner-focused go-to-market strategies, and harnessing the power of inbound digital marketing and thought leadership are among the critical insights shared. As their startups matured, David and Matt adapted their go-to-market approaches to target enterprise customers effectively. They emphasize the significance of transparency and collaboration within the healthcare AI community, fostering trust and driving collective innovation. This episode offers a wealth of knowledge and inspiration for anyone seeking to navigate the complex world of healthcare AI and scale their innovative solutions to make a lasting impact on patient care and the future of healthcare.

In this episode, Healthtech Marketing Show host Adam Turinas shares the 4-Corner inbound marketing framework that has rapidly grown his agency healthlaunchpad.  He tells the story about why he so passionate about this, how a lifetime sailing taught him about inbound marketing and how they are perfecting the model called 4-Corner Inbound Marketing. These four essential components include: Content: Publishing educational blogs, videos, and podcasts helps establish authority and attract strangers from search. This is the cornerstone for scaling inbound. SEO: Optimizing content for target keywords drives qualified organic traffic and conversions over time.  Social: Amplifying content socially, largely via LinkedIn, accelerates reach and familiarity. Partnerships & Referrals: Extending messaging through collaborations and word-of-mouth taps new audiences. This holistic model has helped Adam generate 50% of new business straight from inbound demand. The remainder originates from referrals likely exposed to their content before.  Proof it works? 70% annual growth and continued expansion fueled primarily through inbound and owned channels.  Adam provides tactical advice for adopting this model, like starting slowly and focusing on delivering audience value. Nurturing inbound interest across multiple channels can have a profound impact over time. Learn More here Book a meeting with Adam here

If you are looking for a Healthcare CIO’s perspective on how they research, buy & want to be sold to this episode is for you! We had the privilege of hosting JD Whitlock, Chief Information Officer at Dayton Children's Hospital, for an enlightening discussion on how healthcare IT decision-makers research, select, and want to be sold to.  With almost 30 years of experience spanning roles from health system administration to his current post overseeing all aspects of technology at Dayton Children’s, JD brought invaluable perspective. He gave us an inside look at topics like: How cross-functional teams approach high-stakes IT investment decisions Best practices for aligning with annual budget planning cycles  The external resources and insights CIOs rely on during the vetting process Securing buy-in across both clinical and technical stakeholders Extremely common sales missteps that get providers off on the wrong foot JD emphasized that establishing trusted relationships and mutually beneficial technology partnerships serve both healthcare organizations and vendor success over the long term. This was a transparent, insightful session covering much ground on marketing and selling into complex health systems.   You can connect with JD Whitlock on LinkedIn here to continue the conversation: www.linkedin.com/in/jdwhitlock or Whit's End Consulting » HealthTech Product & Sales Strategy (whitsendconsulting.com) We thank JD for his wisdom and guidance for the healthtech community. Please reach out to me directly as well with any additional questions or suggested topics for Healthtech Marketing Show episodes this year! adam@healthlaunchpad.com

Does your sales team pitch products rather than provide meaningful insights? Do their LinkedIn profiles read more like corporate brochures than approachable experts?  In this week's episode, trailblazing social selling specialist Tim Hughes unveils an unprecedented blueprint for humanizing sales outreach in the digital era.  If you have been frustrated by how hard it is to get your sales team using social selling effectively, this is a must-not-miss episode. Drawing from methodologies scaled across thousands of reps worldwide, Tim distills field-tested strategies to magnetically attract and engage decision-makers before they engage competitors. From revamping profiles to optimizing content to expanding connections within buyer circles proactively, this masterclass arms sales leaders to drive dramatic revenue growth with social listening and outreach capabilities.  Tim grounds recommendations in real-world benchmarks from global SaaS enterprises to niche consultancies: 34% next-step conversion rates from networking-sourced pipeline  10x appointment generation compared to cold calls   30% faster revenue growth in just initial months The future belongs to sellers who spark intrigue and convey expertise organically not just through robotic outreach when buyers request demos. This episode will help you position your team to win more deals with the power of social selling.

Understanding the modern healthcare technology buyer’s journey is essential yet increasingly complex for marketing teams today. To bring clarity to the current dynamics, the Healthtech Marketing Podcast invited HIMSS’s Matt Carollo to present proprietary research around the shifting dynamics of healthcare IT buying teams, cycles, content needs, and more.  Download the research to read along Joining Carollo to discuss the findings were two executives bringing extensive B2B healthtech marketing experience:    Kaycee Kalpin, Chief Marketing and Brand Officer of Premier Inc.   Karsten Russell-Wood, Chief Marketing and Experience Officer at Equum Medical In this wide-ranging episode, the group covers everything from the expanding size and variety of buying groups to the extension of typical decision cycles and surging importance of relationships and in-person events for driving technology selection. Notable statistics shared include: 27% of organizations have 10+ people involved in healthcare IT buying now 50%+ report investment cycles exceeding 19 months (with many over 2 years) 86% want product demos when researching vendors 80% see in-person events as extremely or very trustworthy   This complexity now requires orchestrating an integrated combination of personalized content, digital campaigns, peer engagements, immersive experiences, and sales interactions across elongated buyer journeys.  Kalpin and Russell-Wood further expand on imperatives around showcasing value, promoting customer success, supplying relevant materials, coordinating initiatives, and concentrating on establishing authentic connections. For an in-depth exploration of the data and perspectives shaping the modern healthcare IT buyer experience, join us for this dynamic Healthtech Marketing Podcast episode.

In this episode, we cover a topic we've never touched on: Analysts, From a marketing standpoint, the use of analysts is not as understood as it should be. When I ran my own software company, we found analysts extremely helpful, helping position us to prospective customers and finding partners. We merged with another company because one of the analysts recommended that we meet. And so, you never know what's going to happen through these relations with analysts. In this episode, I speak with John Moore III, Managing Partner of specialist firm Chilmark Research, who pulls back the curtain on analysts' far-reaching impact shaping adoption for transformative health IT.  John goes into key dynamics technology suppliers must grasp working effectively with these selective gatekeepers. Beyond detailing how Chilmark delivers its perspectives and thought leadership to provider, payer, and life science clients, he spotlights areas ripe for innovator impact – from addressing the elusive quest to demonstrate ROI to leveraging advances in AI and real-world evidence. Additional topics covered include: Building enduring analyst relationships conveying market momentum Committing to transparency and candor with objective advisors  Ensuring leadership absorbs analyst feedback and adjusting strategic roadmaps Understanding analysts’ outside-in view balances vendors’ inside-out view I think you will enjoy the conversation. I did! And I learned a lot too.

The B2B buyer journey grows more complex by the day. Prospects conduct extensive research before engaging vendors directly. In this new reality, how should B2B marketing strategies evolve?   On this episode of the Healthtech Marketing Show, Paul Mattioli, VP of Intelligence at Endeavor Business Media shares insights from Endeavor’s annual B2B Marketing Benchmark Report. Topics include: Why the definition of a “lead” needs to shift from quantity to quality How thought leadership now drives brand awareness more effectively than broad reach  Why marketers need to rethink budget allocations to focus on buyer education How events should connect into integrated strategies versus be stand-alone demand gen plays Blending quantitative data and qualitative insights to understand B2B decisions Applying AI to process research findings at scale humans can’t match Overcoming the identity crisis facing marketing teams caught in transition As Mattioli summarizes, “We’ve lost the voice of the customer.” Getting it back requires dedicating resources into content, experiences, and insights that map to buyers’ evolving journeys. Tune in to explore these themes from Endeavor’s research along with host Adam Turinas and Paul Mattioli’s real-world perspectives. We hope to arm you with new approaches to thrive amidst the ever-changing buyer path to purchase. Download the research here.

We’re welcoming back AI wizard Casey Meehan on boosting your marketing team's output with generative tools!  This is a how-to masterclass with my personal AI guru. Rapid-fire topics in this episode include: 🤖 The newest innovations in ChatGPT v4 and custom GPTs to automate repetitive tasks 🏗️ Practical integration into workflows for efficiency gains   🔀 Connecting Assistants through Zapier for no-code workflow automation 👥 Coaching teams collaboratively through real-use cases to drive adoption 🔬 Analyzing end-end processes first to target highest automation value   📈 Embracing exponential AI growth ahead in video, sales, and more Casey provides tactical tips for marketing leaders seeking to amplify team productivity with AI augmentation. Learn how to: ☑️ Tailor GPTs to unique needs  ☑️ Support junior staff on tedious tasks ☑️ Encourage bottom-up sharing of successes ☑️ Focus AI experiments for maximal impact With pragmatic advice on starting small today while building towards an automated future, Casey condenses the confusing AI landscape into clear actions you can implement immediately.  The future promises to be both inspiring and scary! Casey grounds us with practical things you can do today with his signature blend of humor and marketing wisdom.  Level up your AI strategy with some actionable tactics you can roll out in under a month! References:make.com  Based on the transcript, the following website addresses/URLs for AI tools and other resources were mentioned: Blazing Zebra (Casey Meehan's YouTube channel): https://www.youtube.com/channel/UCmZqTB34wHK3KdDoZAlNr0g ChatGPT/OpenAI: https://chat.openai.com/ Anthropic/Claude: https://claude.ai/ Zapier: https://zapier.com/ Make.com https://www.make.com/en Relevance.AI:https://relevanceai.com/ N8N:https://n8n.io/

I recently hosted Healthcare IT News Executive Editor Mike Miliard on my Health Tech Marketing Show for an expansive view of the major healthcare IT trends and challenges emerging in 2024.  We discussed the continued rise of transformative technologies like AI, which holds great promise but risks if not thoughtfully governed. The worsening scourge of cyber threats plaguing healthcare systems also commands urgent attention, with Mike bluntly stating, “It definitely seems to be getting worse.”  While progress continues toward the elusive goal of seamless health data interoperability, legacy obstacles around privacy concerns, entrenched bureaucracy, and strained resources restrict the pace. Telehealth and virtual care options keep expanding following pandemic-fueled adoption surges. Leading-edge innovations in areas like quantum computing, genomics, and augmented reality inch healthcare towards a high-tech future, albeit slowly outside the biggest health systems. We also touched on issues around advancing health equity, optimizing EHRs with richer data, and worrying sustainability questions threatening rural healthcare access. I closed by getting Mike’s predictions on trends like climbing Epic EHR market dominance and a forecasted spike in AI-powered hacking threats. For Mike’s full analysis and insights on all the critical technologies and challenges facing healthcare in 2024, listen to the podcast and video episode.

In this episode of the Healthtech Marketing Show, host Adam Turinas interviews digital marketing expert Paul Vandre on what is happening in 2024 with cookies: What cookies are The differences between first and third-party cookies Why major browsers like Google Chrome are phasing out third-party cookies. Paul outlines how privacy and security concerns around the unauthorized sharing of user data are accelerating changes restricting third-party cookie tracking. He explores the significant impacts this has on digital marketers, making cross-device tracking, retargeting ads, attribution, and personalization more difficult.  This covers Google’s attempts to mitigate disruption through new proposed browser-based solutions for preserving cookie functionality in a privacy-focused manner. And why emphasis shifts to first-party data strategies, with marketers needing stronger direct customer relationships and permissioned data collection. The episode also covers the effects on marketing technologies like intent data platforms that currently rely on some third-party cookie sources, forcing an evolution in their data sourcing and models. Paul concludes with recommendations that marketers educate themselves on the cookieless future through Google’s developer resources and stay on top of additional changes ahead. This will help you gain clarity around the third-party cookie phase-outs and proactive steps to future-proof your customer data, targeting, and engagement approaches as user privacy takes center stage.

Learn how to use AI for sales enablement in episode 35 of the Healthtech Marketing Show. Host Adam Turinas interviews Bob Blount, a principal from healthlaunchpad, about leveraging AI tools like Claude and ChatGPT to boost sales. They discuss practical tactics sales teams can implement, such as: - Using Claude to generate emails personalized to prospects’ context and pain points based on details like their role, company, budget, etc.  - Creating detailed buyer personas tailored to individuals by feeding AI their name, role, company and publicly available data - Mapping relevant content to different stages of prospects' buyer journey to serve them information that matches their concerns   - Enabling account-based marketing efforts to deliver targeted, personalized messaging  - Identifying high-intent accounts for reps to prioritize with fewer but more fruitful conversations Bob also shares tips for salespeople starting out with AI, including comparing multiple tools’ outputs, collaborating with teammates, and fact-checking content before sending to prospects. This episode provides actionable strategies for using artificial intelligence to engage prospects with the right message at the right time—accelerating deals through enhanced relevance.

Are you ready for 2024? To help you plan for the new year and take advantage of key opportunities, host Adam Turinas recently gathered insights from dozens of health tech marketing leaders on what trends they foresee. In this episode, Adam summarizes the 9 big themes that will shape marketing strategy in the year ahead. Some overarching trends include a shift from volume to quality mindsets, more responsible adoption of AI, and tighter alignment between teams like marketing, sales and customer retention. While budgets may remain flat and proving ROI is crucial, there remain opportunities for savvy marketers focused on driving and showcasing measurable outcomes.  Specific topics covered include: - Budget pressures and the importance of ROI   - Accelerating AI adoption + ethical considerations    - Moving from lead quantity to quality - Quantifying marketing’s revenue impact - Video production challenges   - Opportunity in linking PR and content     - Writing still a vital in-house skill - Tech stack consolidation pressure   - Rising priority of customer retention Whether you lead marketing at an emerging health tech startup or an established industry giant, this data-driven episode will help you craft strategies aligned with 2024’s key trends. You can watch the video here too

Webinars remain an important B2B marketing channel for generating quality leads and growing the sales pipeline. However, marketers must implement best practices to maximize webinar results. Hannah Drake Kelley, an account director at healthlaunchpad with significant webinar experience, recently shared proven tips. DOWNLOAD THE PRESENTATION HERE Webinars deliver on core marketing goals. 73% of B2B marketers find webinars generate the highest quality leads, with 20-40% of registrants becoming sales-qualified leads and 15% ultimately converting to customers. Webinars effectively showcase expertise and nurture prospects. For benchmarking, averages show 260 registrations per webinar with 40% attending live. Aim for 100-110 attendees. Engagement increases with 90-minute webinars instead of 60 or 30 minutes. Also, one-third register within 24 hours, confirming the impact of persistent late promotion. Common webinar pitfalls include inadequate planning, misleading titles overselling product propaganda, insufficient promotion, and poor sales follow-up squandering viable leads. Avoid these mistakes. When planning webinars, identify topics addressing target buyer pain points rather than product features. Recruit speakers with credibility like existing customers or partners. Appoint moderators so speakers can focus solely on content delivery. Schedule Tuesday through Thursday afternoons targeting 1-3pm EST. Rehearse extensively pre-event. Effective promotion requires compelling lead-capture landing pages summarizing core value propositions. Then launch email campaigns targeting customer databases and lists of prospects from target companies. Keep marketing the webinar until the last 24 hours when late registrations swell. Enlist sales for added amplification. Incentivize live attendance with giveaways. Promote extensively across all channels up to showtime. During the webinar, rely on moderators to handle flow so speakers concentrate completely on enthusiastic content delivery, which engages audiences far more than tactical points. Incorporate interactive polls, not just Q&A sessions. Have behind-the-scenes staff manage technology and monitor real-time audience commentary. Post-webinar, immediately send on-demand access and thanks to registrants. Provide sales tiered attendee lead lists based on engagement to prioritize follow-up. Resolve outstanding questions, re-purpose content, continue tracking impact on pipeline and revenue to guide ongoing strategy. In summary, webinar success requires diligence across planning, promotion and production plus post-event sales and marketing coordination to fully capitalize on the lead generation opportunity. Committing to webinar best practices yields substantial rewards in quality leads, brand building and sales acceleration. Watch the video here.

Digital health has been on a wild ride over the past few years. After a frenzied boom with sky-high valuations and investor enthusiasm, 2023 saw the wheels come off for many companies. I sat down with digital health legend Matthew Holt to make sense of it all and see what’s next for the industry. Matthew Best is the founder of the Healthcare Blog (THCB) and (with Indu Subaiya) the Health 2.0 conferences, He now splits his time between THCB, and the SMACK.Health advisory service for health tech startups. So what's the deal with digital Health? After years of exuberant funding with record investment rounds, 2023 has seen a major pullback. As Matthew highlights, a hangover was inevitable following the “craziness” of the last few years, where startups received $100-200 million in funding from Softbank and others despite low revenues.  With interest rates rising, investors are now being more selective. Many startups failed or have undergone painful mergers. While deal flow has dropped back to 2016-2017 volumes, Matthew notes this is still well above the more anemic years of 2009-2012. He believes we’re seeing a “reckoning” where unrealistic valuations get reined in, but digital health remains a vibrant sector. Mental health tech has been a big winner, with the pandemic driving investor interest and adoption of online solutions. Matthew expects providers to focus more seriously on managing mental health given the widening recognition of its impact on physical health outcomes.  On the AI front, some analytics startups that help identify at-risk patients show some promise. AI-based companies that are attacking physician burnout via automated documentation are worth watching as well.  He also highlights startups using conversational AI to eliminate huge administrative hassles. With long hold times to complete tasks like prior authorizations, AI bots can hugely reduce provider frustration. While hype got ahead of reality, Matthew expects practical use cases for automation and AI to gain traction.   It is surprising that major players like Amazon, Apple, and Google have struggled to disrupt healthcare. Matthew feels healthcare’s complexity, regulations, and entrenched incumbents have been insurmountable for these tech giants. However, he sees opportunities in pharmacy supply chain management and medication adherence where a consumer-focused Big Tech solution could deliver real value. For those daring entrepreneurs aspiring to build the next big digital health startup, in Matthew’s words, “You probably need your brain tested.” Beyond sheer determination, he stresses that raising money remains difficult and warned founders not to expect another funding frenzy anytime soon. Companies should identify paying customers who can fund product development rather than banking on splashy VC rounds or Quick IPO jackpots to survive. As Matthew wisely states, “If it’s not working relatively easily and there's not strong customer traction...find another wall to bang your head against.” While the path ahead promises more disciplined growth, digital health still offers tremendous ways to improve patient outcomes and experiences while reducing waste. This balance between pragmatic funding and real-world utility points the way to companies that can build sustainable value over time versus chasing temporary hype cycles. Stay tuned as the next era promises exciting innovation alongside responsible disruption of healthcare. The 2023 Funding Shakeout Winners and Losers in the Digital Health ShakeoutWill Big Tech Crack Healthcare?Advice for Digital Health StartupsThe Future Is Still Bright