The Healthtech Marketing Show
Top Five Marketing Challenges for 2025
Jan 6, 2025
Michael Passanante, Senior VP of Marketing at CapitalRx, and Stacy Sand, VP of Marketing at GetWell, tackle the top marketing challenges in healthcare for 2025. They discuss the shift in measuring marketing ROI, emphasizing the need for cohesive sales and marketing alignment. Strategies for adapting to evolving buyer behavior and managing budget constraints are highlighted. The duo also delves into leveraging technology and AI to enhance marketing effectiveness and drive demand while maintaining brand awareness.
45:04
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Podcast summary created with Snipd AI
Quick takeaways
- Marketers must proactively demonstrate the value of their strategies to leadership by clearly outlining their investment priorities and reallocations.
- Aligning marketing and sales teams under shared leadership enhances collaboration, enabling a unified approach to engaging diverse buying committee stakeholders.
Deep dives
Proactive Communication with Leadership
Marketers should proactively communicate their strategies and spending decisions to CFOs and CEOs, demonstrating an understanding of both current spending and reallocations. This approach highlights the necessity to shift the narrative from viewing marketing as a mere cost center to recognizing it as a dynamic entity that adapts and evolves. It's essential for marketers to present a clear story about what they continue to invest in and what initiatives they plan to discontinue, showcasing their responsiveness to business goals. By adopting a framework of keep, start, and stop, they can effectively articulate the value of marketing investments to leadership.
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