The Healthtech Marketing Show The State of Healthtech Branding: Authenticity, Advocacy, and Analytics
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.