The Healthtech Marketing Show AI-First Marketing at Scale
This may be my favorite ever episode. And it’s a doozy!
I sat down with Nick Panayi, CMO of Inovalon, to explore one of the most comprehensive AI adoption stories I've encountered in healthcare technology marketing. Nick leads a 95-person marketing team at this 2,000-employee data and solutions company, and what they've accomplished in just two years is remarkable.
According to our recent survey of the HealthTech Marketing community, only about 7% of companies have an AI strategy roadmap, let alone reach this level of AI integration. This makes Nick's insights particularly valuable for the rest of us on this journey.
What impressed me most was how they've made AI accessible across their entire marketing organization. They've created a unified platform called Amaru AI that serves as a no-code environment where marketers can build workflows without technical expertise. By integrating AI tools directly into their existing Monday.com workflow system, they've met their team where they already work rather than forcing adoption of new platforms.
Nick also shared fascinating use cases, including AI-powered voiceovers with Eleven Labs, conversational AI prospecting with Synthflow that makes outbound calls, and using Google's Notebook LLM to transform dense white papers into engaging podcast content.
Key Topics Covered:
"(00:00:00)" Introduction and Nick's Background
"(00:03:00)" Building an AI-First Marketing Team
"(00:07:00)" Overcoming Barriers - Legal and Team Concerns
"(00:10:00)" The AI Roadmap and Tiger Team Approach
"(00:12:00)" Scaling AI Adoption Across the Organization
"(00:14:00)" Content Creation with AI Scoring
"(00:18:00)" Automated Website Tagging and Personalization
"(00:22:00)" Agentic AI for Paid Search Advertising
"(00:30:00)" Amaru AI Platform Architecture
"(00:35:00)" AI Integration in Monday.com Workflows
"(00:36:00)" Image Generation and Remix Tools
"(00:37:00)" Tega AI for Prospecting and Lead Generation
"(00:40:00)" Synthflow - Conversational AI Calling
"(00:45:00)" ROI and Measurement Approaches
"(00:49:00)" AI Voiceovers and Video Production
"(00:51:00)" AI Podcasting with Google Notebook LLM
"(00:53:00)" Advice for Agencies and Consultants
In this post, I lay out a strategic roadmap that emulates what Nick and team have achieved at Inovalon.
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.