The Healthtech Marketing Show Resilience Is the Message for 2026
Healthcare is facing a “perfect storm”. And it’s a perfectly bad one!
In this episode, I sit down with Mark Erwich, Health Launchpad Chief Strategy Officer. Mark is a healthcare technology marketing veteran with over 20 years in the industry. Mark and I discuss "the perfect storm" facing healthcare providers, and why traditional growth-focused messaging is no longer resonating with buyers.
Mark unpacks the mounting pressures on hospitals and IDNs, from shrinking margins and labor shortages to an onslaught of regulatory changes, including OPBBA, Medicaid work requirements, and ACA cuts. The healthcare system is managing multiple compounding crises simultaneously, making traditional vendor pitches about "disruptive innovation" and feature-focused solutions feel tone-deaf.
We explore how vendors need to shift from a growth mindset to a resilience framework. This means moving away from generic ROI calculators toward detailed value calculators that CFOs can actually trust, and replacing growth messaging with language focused on stability, sustainability, and operational excellence.
As procurement departments look to consolidate their vendor relationships, the companies that will survive and thrive are those that can prove they understand their customers' challenges and deliver measurable margin improvements, not just promised cost savings.
Key Topics Covered
"(00:01:00)" Mark's Background in Healthcare Technology Marketing
"(00:02:30)" The Perfect Storm: Current Challenges Facing Healthcare Providers
"(00:03:00)" Financial Pressures and Margin Challenges
"(00:03:30)" Clinician Shortages and Workforce Issues
"(00:04:00)" Regulatory Dynamics and Federal Policy Changes
"(00:05:00)" The Importance of Resilience Over Growth Mindset
"(00:06:00)" How CFOs Are Planning for Uncertainty
"(00:07:00)" Preparedness for Constant Change
"(00:08:00)" How CFO Decision-Making Cascades Throughout Organizations
"(00:08:30)" What Messaging No Longer Works
"(00:09:00)" Margin Improvement vs. Cost Savings
"(00:10:00)" ROI Calculators vs. Value Calculators
"(00:11:00)" Building Trustworthy Financial Cases
"(00:12:00)" Demonstrating Granular Impact on Hospital Operations
"(00:13:00)" Shifting from Growth to Resilience Messaging
"(00:14:00)" Messaging That Resonates: Stability, Sustainability, Operational Excellence
If you are interested in discussing this or any other topic, let's have a chat. Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.
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Thank you to our presenting sponsors, HIMSS, a leader in advancing health equity, digital innovation, and data-driven care through technology, policy, and community collaboration. And also HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.