The Healthtech Marketing Show
By Adam Turinas
Each episode features an experienced healthcare technology marketing leader who shares tips, insights, and how-to’s on a specific topic. Episodes include ABM, brand strategy, digital and content marketing, and more. The series is presented by Adam Turinas, a marketing veteran and health tech entrepreneur.
This podcast is brought to you by healthlaunchpad and HIMSS
The Healthtech Marketing ShowFeb 27, 2023
Latest Best Practices in Using AI for Content Creation with Casey Meehan and Lucy Railton
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.
Leveraging Content to Cut Through the Noise: Brand Storytelling Strategies
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.
The Power of Purposeful Branding in Healthcare with Steffany Whiting and Matthew Piette
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.
The Evolving Role of SDRs in Health Tech: From Cold Calling to ABM with Kelly McDermott and Ross Whittaker
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.
Finding Your Next Gig: Navigating the Job Search Journey in Health Tech
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.
Unlocking the Power of Internal Marketing with Stacey Danheiser, Shake Marketing
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:
Healthcare AI GTM Approaches with Matt Ko, DeepScribe and David Zakariaie, Senseeye
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.
70% YOY Growth Through the 4-Corner Inbound Marketing Model
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
How to Market and Sell to a Hospital CIO with JD Whitlock, CIO Dayton Children's Hospital
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
Transforming Your Organization for Social Selling with Tim Hughes, DLAIgnite
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.
The HIT Buyer Journey Is Not Getting Any Easier. New Research from HIMSS
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.
Understanding Healthcare Analysts with John Moore III, Chilmark Research
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.
Insights from the B2B Marketing Benchmark Research with Paul Mattioli
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.
The Healthtech Marketing Show: Boosting Marketing Productivity with AI, with Casey Meehan
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/
The Healthtech Marketing Show: HIT Trends in 2024 with Mike Miliard, Executive Editor Healthcare IT News
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.
The Healthtech Marketing Show: What's Up with Cookies? Feat. Paul Vandre
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.
The Healthtech Marketing Show: Using AI for Sales Enablement with Bob Blount
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.
The Healthtech Marketing Show: The Health Tech Marketing Outlook for 2024 with Adam Turinas
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
The Healthtech Marketing Show: Webinars That Work with Hannah Drake Kelley, Healthlaunchpad
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.
The Healthtech Marketing Show: Digital Health in 2024 "Not Dead yet" with Matthew Holt
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
The Healthtech Marketing Show: The Impact of ChatGPT on Content Marketing - Casey Meehan, Epic Presence
Unless you have been hiding under a rock in the last six months, you will be aware that ChatGPT is a big deal. It affects marketing in many ways, not least content marketing. Generative AI has been making a gradual impact on Content Marketing for a few years. ChatGPT 4 could be transformative.
If you are a content marketer concerned about the impact, fear not generative AI can give you superpowers, but you have to take action to master it.
In this in-depth interview, I chat with Case Meehan, a long-time content marketing guy who has been experimenting with generative AI for several years., He dives into the topic in great detail. It's one of the most fascinating conversations in a long time. And we cover a lot of ground:
- How ChatGPT and other generative AI tools have already made an impact
- How to get started
- What ChatGPT can enable content marketers to do, significantly how to leverage content more efficiently
- How this will change how content marketers work and the value they deliver
- What embedding means and why this is a game changer that needs to be mastered now
- How this will revolutionize how Thought Leadership content is created and what new possibilities it will create
The Healthtech Marketing Show: A Social Selling Masterclass - Anita Windisman, Blue Square Collective
Anita is a confounder of Blue Square Collective. She is a very highly regarded expert in social selling. At Blue Square, she helps companies master digital and social selling. Before founding, Blue Square was a Customer Sucess leader with LinkedIn in Europe.
In this episode, Anita covers the following:
- What is social selling
- How companies can excel at and scale social selling
- How to structure a social and digital selling program
- What are the steps to social selling excellence
- What makes someone a superstar social seller
- What are the biggest mistakes made in social selling
You can reach Anita here https://www.linkedin.com/in/anita-windisman/
The Healthtech Marketing Show: All Things Marketing Ops, Milton Hwang, Mission Martech
In this episode, Milton Hwang of Mission Martech, a long-time marketing technologist, talks about all things marketing operations. He has a deep background in healthcare technology marketing. In our conversation, we cover the following: - The evolution of marketing operations - Where marketing operations is going - How to structure, organize and operate marketing ops - The four different personas of marketing ops leaders: Modernizers, Orchestrators, Psychologists, and Scientists
The Healthtech Marketing Show: The Partnership Episode - Jenna Chambers, Terminus and Brittany Jones, Gozio Health
In this episode, we are doing something a little unusual, and we have two terrific guests today in this special episode on partnerships. This is a deep dive into the whole area of sales and marketing partnerships.
Our two awesome guest span 7 time zones. From the UK, we have Jenna Chambers, the head of global partnerships from Terminus, the ABM platform for 1000+ companies. And from Denver, CO, we have Brittany Jones, Vice President of Partnerships for Gozio Health, which provides an end-to-end, customizable digital health mobile engagement platform for healthcare, among other things, like centralizing access to patient-facing tools, helps with hospital wayfinding and many others.
You will learn:
- How both companies leverage partnerships for growth and delivery (e.g. integrations)
- The strategic importance of partners, especially in customer success
- How they find, qualify and engage partners
- What makes a successful partnership
- How to make the partnership thrive and grow
- How to scale the program
- The magic of Crossbeam
Watch this as a video here https://youtu.be/2ojjqGWXWzE
The Healthtech Marketing Show: Efficient Growth and All things ABM - Natalie Cunningham, CMO of Terminus
Natalie Cunningham is the CMO of Terminus, one of the leaders in ABM technology.
What Natalie doesn't know about ABM is not worth knowing.
In this interview, we cover:
-Who is Terminus
-What is efficient growth
-Why ABM is so relevant for healthtech
-What is the state of ABM adoption
-What is the typical ABM adoption journey
-How to create personalized experiences
-How to use ABM with existing customers
-What is GTM
Watch video here https://youtu.be/kHHnuU5IH4g
What It Will Take for Digital Health Transformation To Succeed, Dr Nick Patel, Digital Health Transformation Health Expert
Dr. Nick Patel. Nick is a highly accomplished physician and healthcare executive and a well-known expert on digital transformation. In 2021 and in 2022, he was recognized by Beckers Hospital Review as one of the 50 innovative chief digital officers to know.
In this episode, we cover:
The changing role of Chief Digital Officers
-The state of healthcare digital transformation
-Best practice in digital transformation for healthcare organizations
-What will it take for digital health to succeed
-Top challenges in digital health
-Technology that he is excited about
Video here https://youtu.be/g6k5RJ-s6sc
The ABM Journey - Kelly McDermott, Caregility CMO on how to transition to full-scale ABM
Caregility is a highly successful telehealth firm. In this episode, Kelly McDermott shares their journey to embracing Account-based marketing fully. This is a masterclass on how to move systematically from experimentation to doing ABM at scale.
Kelly explains why technology is only a small part of successful ABM. It's all about the people.
Kelly shares:
- How Caregility has adapted to boom and slow-down in virtual care
- Why they took the decision to move to ABM
- How they focus on fewer than 400 accounts
- How they got started with ABM
- How they selected an ABM platfom
- How they are organized around an ABM model
- How they have evolved their ABM model
- What the results have been
You can view the episode here https://youtu.be/RXWiT5aUodE
Using Social Media A Scale - Simon Rost, Chief Marketing Officer, GE Healthcare’s Enterprise Digital Solutions
Using social media at scale for large B2B organizations is a big challenge. In this episode, you will learn how one of the biggest healthcare technology firms has mastered this.
Simon Rost is a lively and insightful marketer with a brilliant perspective on how to use social media at scale. The pandemic forced his team to rethink the marketing plan for this large global healthcare B2B business. Simon and the team developed a bold, highly engaging video content and social media program.
In this episode, you will learn:
- How GE markets its healthcare solutions
- How they had to adapt to the pandemic
- How they developed an exciting content and social media program
- How they adapted their marketing operating model to this program
- How they scaled this globally
The Start-up Journey - Daniel Pluard, CEO of Intely
Daniel Pluard is the CEO of an early-stage healthcare interoperability start-up that is taking low-code/no-code approach to tackle a highly complex issue. In this episode, Adam and Daniel cover:
1. Intely's mission
2. Why and how they got started
3. What the challenges have been
4. Who they are selling to, and what problem they solve for them
5. The startup life
6. Adversity vs Joy
7. How they sell and market as a startup
8. Who they go to for help and advice
9. If money were no object what would they do differently
Latest Insights on Content Marketing, David Fortino, Netline
David Fortino is the Chief Strategy Officer of Netline, a leading content syndication platform. His firm helps thousands of marketers get buyers engaged with 100s of 1000s of pieces of content. These guys have tons of data on how buyers engage with content. David recently published some fascinating insights on this and he shares them in this latest podcast episode. In particular:
- What content is most effective?
- What content do buyers want and why?
- How to use content to initiate and nurture relationships
- Trends in content?
The HIT Buyer's Perspective - Sunila Levi Long-time Healtcare System IT Executive
Sunila Levis is a long-time healthcare technology executive who has rich experience working across many different parts of the US healthcare system In this episode, you will hear about:
- Key differences between public and private arms of healthcare
- How they buy differently
- Her trusted sources for information and advice
- What marketers get right and get wrong
- How to reach an IT exec like Sunila
The Power of Ethnography in Selling to Healthcare - Dean Browell PhD, Chief Behavioral Officer, Feedback
"Living among the gorillas".
This is something you don't hear very often in healthcare marketing. But you will in this episode.
Dr Dean Browell, Ph.D. is an ethnographer and Chief Behavioral Officer of Feedback, an innovative customer insights firm. In this episode, you will hear about ethnography and how it can be applied to healthcare sales. Dean sheds light on nurse burnout and looks at the issue from a very different perspective. You will also learn how to use online listening to gain a better understanding of what your buyers are looking for.
Making a Successful Pivot - Guy Friedman, CEO and founder of Steady MD.
Guy Friedman and his partner, Yarone Goren founded Steady MD as a concierge medicine service. This was going well, but a new opportunity arose that made them reevaluate their strategy.
They had built a network of talented physicians nationwide who were providing care via telehealth. The explosion of digital health created a need for physicians to provide care virtually. They saw an opportunity to meet this need by creating a network of physicians licensed in every state.
They pivoted the company and successfully established themselves as a leader in this emerging market.
In this episode, Guy tells the story about how they pivoted, how they sell, how they are building a strong brand and how they market. They are especially good at inbound marketing.
Scaling Up Marketing For a VC-backed Healthtech Firm - Lizzy Felciano and Elizabeth Fennell from H1
Lizzy Felciano and Elizabeth Fennell from H1 join Adam Turinas to talk about how they are building a new complex healthtech brand. H1 is an exciting new business funded by a successful healthtech entrepreneur. Lizzy is the SVP of marketing and Elizabeth is the Director of Integrated Marketing.
In this episode, you will learn:
- How to approach scaling up marketing for a VC-backed company
- How to use ABM
- How to communicate a single message that has different value to different audiences
Marketing With Partners, Nick Kagal, VP of Marketing and Business Development, SpinSci
Nick Kagal spent time on both the customer and vendor side of the healthcare buyer market. In his role as the head of marketing at SpinSci Technologies, a healthcare communications technology provider, he is putting that experience to good use. The most notable thing about their approach to marketing is how they work with major telecoms technology vendors. Their approach to partnership is working well for this relatively small and fast-growing firm.
In this episode you will learn:
- How to approach partnership marketing
- How to engage in a way that is equitable
- How to collaborate with partners at major conferences and shows
Getting Greater Engagement in Event Marketing with Rachel Stephan from Snoball
Rachel Stephan is an expert in event marketing. More specifically she knows how to get people to show up and engage at the event and extend the value of an event. She does this through clever use of influencers, social media and by activating speakers to promote the events.
In this episode, you will learn:
- How to promote your presence at an event
- How to get people to come see you at an event
- How to stay in touch with them
- How event marketing will evolve
Making the Complex Simple with Adam Rosenberg, Director of Marketing, RXRevu
We all know that selling and marketing to healthcare is incredibly complex. RXRevu deals with a whole other level of complexity. They engage three different audiences: Payers, Providers and EHR Vendors. They have different value propositions and different messages for each, that all ladder up to a single brand.
In this episode, Adam Rosenberg, RXRevu's Director of Marketing explains how they do this, how they are organized and how they take a disciplined ABM approach to sales and marketing.
Adam has some unique perspectives as he has a tenured career in healthcare both in sales and marketing. He shares insights on what's important on both sides the sales and marketing coin. You will also learn how RXRevu thinks about the new policy changes in healthcare and capitalizes on these to provide value to all their audiences.
The Buyer's Journey with Melanie Turner, AVP, Healthcare Information Systems UAB Medicine Enterprise
In this episode of the Healthtech Marketing Podcast, you will hear from an experienced healthcare IT buyer, Melanie Turner AVP, Health System Information Services, UAB Medicine Enterprise. For anyone selling to healthcare systems IT departments, this is an opportunity to learn what it feels like to be sold and marketed to and most importantly how to build trust. It will also shed light into the inner workings of a large healthcare organization's buying process.
Melanie is an RN who has worked both as a clinician and in an operational role in IT and other parts of the healthcare system. In addition to providing IT Services, Melanie's department of close to 400 people, also develops and purchases applications.
In this episode you will learn:
- How this large IT departments functions
- How they are using FHIR
- How the technology purchasing process has changed
- How they prioritize and fund projects
- Melanie's sources of trust when evaluating solutions
- How vendors build trust with Melanie and pet peeves about vendors who get it wrong
Building a Brand From The Inside Out. An Interview with David Cole from DAC Group
David Cole from the DAC Group is not a healthcare specialist per se but has some unique insights that are critical to building brands. David helps companies build brands from the inside out.
It's all about how you use the brand to transform an organization and how to change the behaviors of your people so that they manifest and build the brand. This is hard work as it requires ensuring that all the touchpoints reflect the brand, and especially your people.
David's approach is a mash-up of brand strategy and change management.
In this podcast, you will learn:
- Why is this important
- How do companies get it wrong
- Who does it well and who stands out as having made the transformation
- What’s the process for making the transformation
- What are the barriers to making this happen
- How do you break down silos
- How do you motivate people to change their behavior
- How do you know when it’s working
Agile Marketing and How Premier is Changing Its Brand, Kaycee Kalpin, CMO Premier
Kaycee Kalpin is the hyper-energetic and super smart, Chief Marketing Officer of Premier Inc. Among many other things, she is a devotee and evangelist of agile marketing, In this episode, Kaycee explains how Premier works with thousands of healthcare vendors to meet the needs of hundreds of healthcare organizations.
She dives into how they are changing the perception of Premier from being a huge GPO to being a solution provider for the value-based care needs of healthcare organizations. She explains how marketing serves the needs of their key account leads and last but not least goes into her passion for agile marketing and how her team operates with these principles.
The Importance of Building Trust - Karsten Russell-Wood, Equum Medical
Karsten Russell-Wood is an accomplished and experienced healthcare technology marketing executive. He built his career at Philips and GE Healthcare. As the Chief Marketing & Experience Officer at Equum Medical, he leads brand building, demand generation initiatives for this telehealth-enabled multi-specialty global provider firm.
In this episode, Karsten, talks about the importance of the state of digital transformation, customer insight, building trust, and how to do that.
Karsten is engaging and insightful and this episode is full of great ideas for healthtech marketers.
The Power of Networking - Hays Waldrop, Founder of IHES
Hays Waldrop is an entrepreneur and a champion networker who founded and runs several networking groups for healthcare executives. In his own words, he is "Switzerland" between healthcare executives and suppliers.
His groups include the Institute of Healthcare Executives and Suppliers, (IHES). Members are CEOs and their teams, including heads of the supply chain and also select suppliers. Providers join to learn from experts. This is where suppliers come in.
Suppliers come to the meetings to inform and teach these provider executives. And obviously, they can influence purchasing, and potentially that leads to sales.
In this episode, Hays dives into the importance of networking and building long-term personal relationships. This includes how you, as a marketer, can create customer networking groups for your own business.
He also shares his experience in adapting his in-person business to the virtual world, how he found how incredibly valuable the IHES network was to its members.
Creating a new singular brand to bring a new mission to life - Ryan Grable, Chief Marketing Officer, PerfectServe
Ryan Grable heads up marketing for the awesome PerfectServe, a leader in the clinical communications space.
Ryan has a ton of experience in technology marketing and has been leading PerfectServe's marketing team for the last year.
In this podcast you will learn:
- Ryan and team's mission to help healthcare organizations understand how they can help them help their patients
- How PerfectServe has integrated three acquisitions and developed a brand strategy across the new entities
- How they created a new singular brand and brought this to life under the banner of PerfectServe Unite by taking a customer-first approach
- What the benefit of this is to customers, partners, and their expanded team
- How this in part of uniting all their staff around a single vision and how this translates into delivering a consistent customer experience
- What's the same and different about healthtech marketing versus other categories -
How to apply B2C marketing concepts in a healthcare B2B, serving customers where they are
Building a marketing engine from the ground up - Lucy Railton, Director of Marketing, Smile CDR
Lucy Railton leads marketing for the fast-growing, Canadian, healthtech business, Smile CDR.
Smile is on FHIR, pun-intended. They are helping healthcare organizations solve interoperability issues through their FHIR-based platform. They provide solutions to help their customers adopt open standards to set their data-free. Lucy is a long-time technology marketer who is building a marketing department from the ground up.
In this podcast you will learn:
- How Smile CDR has climbed a steep learning curve to enter the US market
- How they have built a marketing team from a team of 1 to a team of 20
- How they approach digital marketing especially how they create and leverage content
- How Smile CDR is educating the market about FHIR especially the payer market
- How they develop persona-based content marketing plans
- How they use influencers
- How they use Hubspot to create highly targeted marketing to engage buyers across long buying cycles
- How to create a testing methodology across your marketing plan
Building a Tightly Integrated Sales & Marketing Team: Royce Brunson, Chief Revenue Officer, Health Recovery Solutions (HRS)
Royce is a long-time digital health growth leader. He is the Chief Revenue Officer of Health Recovery Solutions a remote monitoring provider.
In this episode of the Healthtech Marketing Podcast, Royce dives into what it takes to create a tightly integrated sales and marketing team. Let's face it, most sales and marketing teams are siloed and often at odds with each other. Not so at HRS. Royce has created a highly integrated team. This has been key to how Royce Brunson has scaled HRS's sales.
Here is what we cover in the episode:
- Royce's take on the future of Digital Health
- HRS's SaaS-like approach to sales and marketing
- Their hybrid insourced/outsourced agency model and why they keep content marketing inhouse
- Why is it so hard to align sales and marketing and how HRS does it
- The importance of 360 feedback between SDRs, marketing and account execs
- Why they have not fully implemented ABM yet
- The secret sauce to speeding up the sales cycle and increasing deal size
And stay until the end as you will enjoy Royce's one piece of advice.
Watch the video of this episode https://healthlaunchpad.com/building-a-tightly-integrated-sales-marketing-team-royce-brunson-chief-revenue-officer-of-health-recovery-solutions/
SEO is Part of the Culture: David Kosloski, Director of Marketing, Avelead
How does helping a poor Peruvian result in mastering SEO?
OK, not a question you will come across every day. Well for David Kosloski, a conversation with his travel guide on a trip to the Andes, inspired the creation of a travel business, where he taught himself the science and art of SEO.
If you are interested in SEO and how to create content to drive demand, this episode is for you! David is a sensei at making SEO work hard and understanding what content to create to improve the chances that prospects will find a way to your door.
David runs marketing for Avelead, a thriving revenue cycle firm, and he has been exceptionally creative in how they approach generating demand and building authority for Avelead's brand.
In this episode, he shares in detail how they have approached this, with a particular focus on content and SEO.
He is a fascinating and engaging guy. He started life as a band manager for a rock band. This led him to Nashville and inevitably in Nashville, this led to a job in healthcare. Along the way, he developed his SEO skills through his personal passion, travel. You won't want to miss his backstory and what happened after he spoke to the travel guide in Peru.
Watch video of the episode https://healthlaunchpad.com/the-healthtech-marketing-podcast-episode-6-david-kosloski-director-of-marketing-avelead/
Tales from a B2B Marketing Guru: Drew Neisser, CEO and Founder of Renegade Marketing and the CMO Huddles
Drew is truly a B2B Marketing rock star.
He is the founder of Renegade Marketing, a very successful B2B agency, and also the founder of the CMO Huddles. He has a really great podcast on B2B marketing called Renegade Marketers Unite. And last but not least he is also the author of a must-read new book for B2B marketers called Renegade marketing – 12 steps to building unbeatable b2b brands.
In this episode, you will hear why great marketers are Cats, how to create great marketing, how to build amazing B2B brands. You will also learn a ton about brand positioning, promise, and taglines. Drew shares TONS of insights, how he built his business and how he thinks about brand-building.
And if you want get Drew's awesome book on Renegade Marketing, here is his Amazon page.
Enjoy!
Watch the video https://healthlaunchpad.com/drew-neisser-insights-on-b2b-marketing/
The Future of Event and Experiential Marketing: Robyn Duda, Growth Strategist and Experiential Marketer
Marketing to healthcare is hard. We can all use a little help. Join us for The Healthtech Marketing Podcast to learn from the experts.
In this episode, we feature the awesome Robyn Duda who is an expert in Events and experiential marketing. She shares insights on how the event marketing space has been disrupted by the COVID 19 pandemic.
She highlights how event marketers are adapting to the situation and probe some candid perspectives on what the future market looks like.
This podcast is brought to you by HIMSS the leading healthcare technology member organization in collaboration with healthlaunchpad.
Podcast Highlights With Time-StampsIn this Podcast, Robyn Duda shares valuable insights On
- [2:19] Roby’s Story & Experience
- [5:24] The Need To Provide Value
- [6:42] How Events Industry Is Adapting To COVID
- [7:27] Meaning Of Hybrid Events.
- [8:47] HIMSS 2021 & Digital Events Experience
- [10:14] The Future Expectations.
- [12:13] Healthcare Organization – Coping With COVID
- [17:28] Virtual & Physical Events Engagements
- [24:27] Events Brand Presentation – Best Approach
- [26:53] Robyn’s Piece Of Advice
View the video here: https://healthlaunchpad.com/the-healthtech-marketing-podcast-episode-4-robyn-duda/
Insights from a Healthcare IT Buyer: Dr Jordan Tannenbaum, CIO/CMIO St Peter's Healthcare
Marketing to healthcare is hard. We can all use a little help. Join us for The Healthtech Marketing Podcast to learn from the experts.
Dr. Jordan Tannenbaum is a physician turned CIO and CMIO at Saint Peter’s Healthcare System, New Brunswick, New Jersey.
In this episode, Dr. Jordan shares about his career, and how his Healthcare organization has adapted to the COVID-19 pandemic, and how this has affected the services that their patients seek.
This podcast is brought to you by HIMSS the leading healthcare technology member organization in partnership with healthlaunchpad.
Key Highlights With Time-Stamps- [2:18] Dr. Jordan’s Career & Transition to Healthtech
- [6:37] St. Peter’s Healthcare Coped With The Pandemic
- [12:05] Centralized Remote Patient Monitoring
- [16:05] How Technology Changed Decisions
- [17:35] Defining Mature Telehealth
- [21:16] Insights As Target Buyer Or Influencer
- [24:15] Marketers Identifying Buyers Problems
- [27:34] Dr. Jordan’s Pet Peeves With Marketers
- [20:12] Advice To Marketers On Cold Calling
- [29:37] Dr. Jordan’s Experience On Vendor Side
- [33:38] Dr. Jordan’s Advice To Healthtech Marketers
View the video: https://healthlaunchpad.com/the-healthtech-marketing-podcast-episode-3-dr-jordan-tannenbaum/
How To Build a Leading Healthcare IT Brand: Jim Rose, Chief Marketing Officer, Intersystems
Marketing to healthcare is hard. We can all use a little help. Join us for The Healthtech Marketing Podcast to learn from the experts.
In this second episode of our Healthtech Marketing Podcast series, you will hear from marketing veteran, Jim Rose who leads marketing for the awesome InterSystems.
Jim shares insights and candid perspectives on how to build a brand for a large poorly understood software firm. This podcast is brought to you by HIMSS and healthlaunchpad.
Podcast Highlights With Timestamps- [2:37] Mr. Jim Rose Career Journey
- [4:20] InterSystem & Focus On Customers
- [6:47] Creating & Building The Brand
- [7:48] InterSystems Initial Brand Problem
- [9:45] Brand Positioning Process
- [10:46] Problem With Software Firms
- [13:52] Brand Stories With Emotional Connection
- [17:30] How To Execute Authentic Advertising
- [19:00] Measuring Impact
- [19:55] Brand Resonating With Employees
- [21:26] Brand Measurement
- [23:08] Ad Stories With Emotional Elements
- [24:43] Being Specific to The Audience
- [25:31] Things That No Longer Work!
- [28:09] Targeting With LinkedIn
- [31:18] Advice For Marketers
View Video: https://healthlaunchpad.com/clone-of-the-healthtech-marketing-podcast-episode-2-jim-rose-intersystems/