The Healthtech Marketing Show

In this AI Quick Takes episode, I review one of the most intriguing recent developments in AI - OpenAI's introduction of ChatGPT Agent. I break down what makes ChatGPT Agent fundamentally different from the ChatGPT we're all familiar with.I also explore how this could be applied in healthcare marketing. For example, whether you're launching a new RevCycle solution upgrade or running ABM campaigns, the agent could handle everything from competitive research to creating personalized messaging at scale. The possibilities are genuinely exciting, though I noted that even Sam Altman seemed cautious about what they're unleashing, which tells you something about the power of this technology.Key Topics Covered“(00:00:00) Introduction & ChatGPT Agent Overview”“(00:01:30) Core Capabilities Breakdown”“(00:03:00) Healthcare Use Case: Revenue Cycle Research”“(00:07:00) Marketing Applications”“(00:09:00) Why This Is Different & Personalization Possibilities”“(00:11:00) Closing Thoughts & Next Steps”Interested in exploring how to improve your AI enablement strategy? Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call—just an opportunity to talk through your LinkedIn questions and challenges.Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

In this episode, Dan Czech, Vice President of Insights at KLAS, and my colleague Mark Ewrich, Chief Strategy Officer at Health Launchpad, and I discuss a  “Must-Read” study, “Navigating the Uncertainty of Federal Policy 2025.”Dan and his team at KLAS surveyed almost 170 healthcare organizations to understand how they're responding to recent federal policy changes and budget uncertainties.In this week’s episode, you will learn how healthcare organizations are navigating through shifting federal policies without clear direction. The study reveals that 90% of organizations feel they lack the clarity needed to act decisively, and 85% have developed multiple contingency plans to respond to policy changes.Dan, Mark, I talked through the five key themes from this study. They have significant implications for healthcare technology vendors. Most surprisingly, despite all the uncertainty, IT budgets aren't being frozen - they're being redirected toward specific priorities like AI, automation, and cybersecurity. Organizations are looking for solutions that can help them reduce workforce costs while maintaining the quality of care.Mark provides insightful commentary throughout our discussion on how healthcare technology companies should position themselves in this environment - focusing on de-risking solutions, demonstrating clear ROI, and aligning with the specific areas where organizations are still willing to invest.This study is essential reading for anyone selling into healthcare right now, as it provides a roadmap for understanding where opportunities still exist despite the challenging environment.Key Topics Covered:(00:00:00) Introduction (00:02:00) Contingency Planning(00:05:00) Theme 1: Planning Through the Fog(00:07:00) Theme 2: Policy Shifts Drive Hard Choices(00:11:00) Theme 3: IT Budgets Redirected, Not Frozen(00:15:00) Theme 4: AI as the Bright Spot(00:19:00) Theme 5: Value-Based Care Momentum(00:24:00) Theme 6: Small Organizations at Greater Risk(00:26:00) Closing Thoughts and TakeawaysKLAS Report: Government and Regulatory Impact on Healthcare Delivery Organizations 2025Want to learn more about planning for changing regulations? Explore this topic in greater depth in our detailed blog post. We provide a dozen actionable best practices. Check it out.Interested in exploring how to improve your podcasting strategy? Reach out to Adam directly to schedule a no-obligation discussion. This isn't a sales call—just an opportunity to talk through your LinkedIn questions and challenges.Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

In this episode of the Healthtech Marketing Podcast, we kick off our new AI Quick Takes series. Adam Turinas explains how generative AI is fundamentally changing search traffic and what healthcare technology marketers need to know about Google's EEAT framework. Drawing from his own experience of declining website traffic despite years of steady growth, Adam explains how AI overviews are reducing organic search traffic while creating new opportunities for brands that understand Google's Experience, Expertise, Authoritativeness, and Trustworthiness signals.The episode offers practical strategies for healthcare technology companies to refine their content marketing approach. Hear real-world examples of how proper EEAT implementation can lead to inclusion in AI overviews and offers actionable advice for maintaining visibility in an AI-driven search landscape.Key Topics Covered:“(00:00:00) Introduction to AI Quick Takes series”“(00:01:00) The challenge AI poses to search traffic and marketing”“(00:04:00) Introduction to EEAT framework”“(00:05:00) The importance of Experience - showcasing real-world implementations”“(00:06:00) Expertise - demonstrating deep subject matter competency”“(00:06:00) Authoritativeness - building reputation and earning citations”“(00:07:00) Trustworthiness - the most important E-E-A-T element according to Google”“(00:09:00) Practical strategies”“(00:13:00) Four key takeaways and expected outcomes from E-E-A-T implementation”“(00:14:00] Call to action and resources for further engagement”Blog article mentioned in this episode.Want to learn more about EEAT? Explore this topic in greater depth in our detailed blog post. We provide a dozen actionable best practices. Check it out.Interested in exploring how to improve your AI strategy? Reach out to Adam directly to schedule a no-obligation discussion. This isn't a sales call—just an opportunity to talk through your AI questions and challenges.Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

In this episode of The HealthTech Marketing Show, I welcome Carol Flagg, founder of Answers Media Network and Healthcare IT Radio, to discuss the evolution of podcasting and the emerging trend of video podcasting in healthcare technology marketing.Carol shares her journey from traditional media sales to building a healthcare IT content syndication network and discusses how the podcasting landscape has reached several key tipping points.Our conversation explores practical strategies for healthcare technology companies considering podcast creation, emphasizing the importance of niche targeting, engaging hosts, and leveraging AI tools to streamline production and content repurposing. Discover why video podcasting represents a fresh opportunity to maximize your content investment and how it can serve as a foundation for a modern growth strategy.Key Topics Covered:"(00:00:00) Introduction""(00:04:00) Evolution of podcasting and the key tipping points that shaped the industry""(00:06:30) The current tipping point: video podcasting driven by YouTube's entry""(00:07:00) Technical explanation of video podcast distribution through RSS feeds""(00:08:00) How video podcasts can be distributed to Apple, Spotify, and YouTube simultaneously""(00:10:00) Answers Media Network's business model as a syndication and distribution partner""(00:13:00) Notable shows in the Healthcare IT Radio network""(00:15:00) The reality of podcast audience sizes and engagement challenges""(00:16:00) Why healthcare technology firms should invest in podcasting""(00:19:00) Content repurposing strategies: "Content is king, but syndication is queen"""(00:22:00) Impact of generative AI on content discovery and traffic""(00:23:00) The importance of niche targeting in podcast strategy""(00:26:00) Qualities that make a great podcast: engaging hosts and storytelling""(00:28:00) Using AI tools like Claude for content repurposing and article creation""(00:30:00) YouTube's growing dominance in podcast listening""(00:32:00) Importance of detailed show notes and embedded links for SEO""(00:34:00) Future predictions: video podcasting as the new standard""(00:35:00) Final tips"Want to learn more about how podcasting is changing? Explore this topic in greater depth in our detailed blog post. We provide a dozen actionable best practices. Check it out.Interested in exploring how to improve your podcasting strategy? Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call—just an opportunity to talk through your LinkedIn questions and challenges.Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

In this episode of The HealthTech Marketing Show, I am joined by Colin Hung, Editor in Chief at Sway Health, and Lea Chatham, Content and Brand Strategist at Health Launchpad, to explore the evolving landscape of thought leadership in healthcare marketing. We discuss how thought leadership has transformed with new mediums, the blurring lines between paid and earned media, and practical strategies for creating authentic, impactful content.Colin shares insights from his role as a "professional conference attendee" and his experience running a healthcare marketing publication, while Lea brings 25 years of content marketing expertise to discuss how thought leadership has evolved from print newsletters to today's multi-channel approach. Learn how healthcare marketers can adapt their thought leadership strategies to modern channels while maintaining authenticity and building trust with their audiences.Key Topics Covered:"(00:00:00) Introduction" "(00:02:00) Success story: ICD-10 microsite and webinar that attracted 2,500 registrants""(00:05:00) Major shifts in thought leadership: expansion of mediums and lowered barriers to entry""(00:10:00) The blurring lines between earned and paid media in healthcare publications""(00:20:00) Colin's perspective on AI's impact on video and podcast authenticity""(00:24:00) The importance of storytelling and nuance in content creation""(00:30:00) Technical tips for video content: B-roll, being video podcast ready""(00:32:00) Lea on the importance of company-wide message alignment""(00:35:00) Going all-in on video: lessons from COVID and practical tips""(00:43:00) Using research and data in thought leadership without breaking the bank""(00:49:00) AI tools for research and content creation: benefits and cautions""(00:55:00) Closing advice"Want to learn more about how thought leadership is changing? Explore this topic in greater depth in our detailed blog post.Interested in exploring how to improve your thought leadership strategy? Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call—just an opportunity to talk through your LinkedIn questions and challenges.Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

In this episode of The HealthTech Marketing Show, host Adam Turinas is joined by Valerie Stachurski, Chief Marketing Officer at RxPx, and Paul Vandre, Digital Marketing Lead at Health Launchpad, to discuss best practices for LinkedIn advertising in B2B healthcare marketing.Valerie shares insights from her award-winning direct-to-patient campaign for sickle cell disease and explains why LinkedIn represents 85% of her paid digital budget. She emphasizes the importance of personalization, content strategy, and maintaining consistent brand awareness campaigns on the platform.Paul provides tactical advice on campaign structure, optimization techniques, and common pitfalls to avoid. He discusses the multi-stage approach to LinkedIn campaigns, moving prospects through awareness, engagement, and conversion phases using targeted content and retargeting strategies.The conversation covers everything from content formats and A/B testing to account-based marketing integration and specific technical optimizations that can dramatically improve campaign performance.Key Topics:"(00:00:00) Introduction""(00:04:00) LinkedIn's role in RxPx's marketing strategy - 85% of paid digital budget""(00:10:00) Understanding LinkedIn engagement metrics beyond clicks""(00:11:00) Keeping users on-platform vs. driving traffic to landing pages""(00:13:00) Content strategy: eBooks, case studies, and therapeutic area-specific content""(00:17:00) Different ad formats: video ads, thought leader ads, carousel ads""(00:18:00) Personalization strategies and targeting different job roles""(00:22:00) Campaign structure: awareness, engagement, and conversion campaigns""(00:31:00) LinkedIn's role in account-based marketing (ABM)""(00:35:00) Final tips and conclusion"Want to learn more about using LinkedIn for B2B healthcare technology marketing? Explore this topic in greater depth in our detailed blog post.Interested in exploring how to improve the LinkedIn strategy for your organization? Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call—just an opportunity to talk through your LinkedIn questions and challenges.Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

In this episode of The HealthTech Marketing Show, I am joined by Kristen Jacobsen, VP of marketing at RevSpring and Justin Metz, Content Lead at Health Launchpad, to explore the critical role of storytelling in healthcare technology marketing.We delve into how effective storytelling transforms business discussions into human stories, showing how technology improves lives of both provider staff and patients. The discussion covers practical aspects like embedding storytelling into company culture, training sales teams, and adapting messages for challenging economic conditions. We also discuss the importance of balancing emotional storytelling with concrete ROI demonstrations, especially in today's cost-conscious healthcare environment.Key Topics:“[00:00:00] Intro”“[00:02:00] Why storytelling stakes are higher in healthcare”“[00:06:00] Measuring the effectiveness of emotional storytelling”“[00:08:00] Foundation of good storytelling”“[00:09:00] The importance of the human element and making customers the hero of the story”“[00:11:00] Embedding storytelling into company culture”“[00:13:00] Techniques for crafting compelling stories while balancing data points and differentiation”“[00:15:00] Adapting storytelling for changing economic conditions”“[00:18:00] Emphasizing ROI stories and demonstrating both short-term and long-term value”“[00:20:00] Training sales teams on consistent storytelling”“[00:22:00] The role of thought leadership”“[00:25:00] Incorporating patient perspectives”“[00:28:00] Examples of patient-centered storytelling”“[00:31:00] Final advice”Interested in exploring how storytelling can help your healthcare technology marketing? Read our detailed blog post.Connect with me: https://www.linkedin.com/in/adamturinas/Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

In this episode, we sit down with two marketing leaders who are redefining how we measure marketing impact in healthcare. Adrianna Hosford from Artera and Lauren Burke from AMPS share their journey from basic "vanity metrics" to sophisticated revenue attribution models that prove marketing's true business value.Discover why the buying cycle is actually 3-4x longer than the sales cycle, how to measure the "dark funnel" using an iceberg methodology, and why prospects with 5+ high-touch marketing moments close deals faster and bigger. Plus, learn innovative techniques for using AI and conversation intelligence to uncover hidden attribution insights.This episode is packed with actionable strategies for B2B healthcare marketers ready to transform their measurement approach and demonstrate clear ROI to leadership.Key Topics Covered:"Guest Introductions and Background (00:00:00)""The Problem with "Vanity Metrics" (00:02:00)""Buying Cycle vs. Sales Cycle (00:05:00)""Measuring Marketing Influence (00:07:00)""Categorizing Touchpoints (00:10:30)""Persona-Based Channel Optimization (00:14:30)""The Iceberg Methodology (00:16:00)""Uncovering Hidden Attribution (00:18:00)""Executive Reporting and Storytelling (00:21:00)""Team Accountability and Culture (00:26:00)""Multitouch Attribution Philosophy (00:30:00)""Future Tools and Technologies (00:33:00)""Advice for Marketers (00:36:00)"Interested in learning more about meaningful KPIs for your marketing activities? Explore this topic in greater depth in our detailed blog post.Connect with me: https://www.linkedin.com/in/adamturinas/Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

At the end of the day, everything we do in healthcare is about how it impacts patients.As healthcare technology marketers, it is easy to lose sight of that, as we are all so focused on targeting the buyers in healthcare organizations. This episode will inspire you to get more patient-centric and provide some very helpful advice on how to raise your patient-centric game.Host Adam Turinas is joined by Adam Cherrington from KLAS Research and Lea Chatham from Health Launchpad. The discussion centers around patient centricity in healthcare technology, exploring its definitions, importance, and best practices. Adam Cherrington provides insights from KLAS's extensive research and recent patient engagement summit, while Lea Chatham shares practical experiences from her marketing career, emphasizing how marketers can effectively integrate patient feedback into product development and communications. Listen in to learn how to enhance patient experience, demonstrate ROI, and manage organizational change effectively.Key Topics Covered:“Introductions and Backgrounds (00:00:00)”“Defining Patient Centricity (00:05:00)”“Why Patient Centricity Matters for B2B Tech Vendors (00:07:00)”“Real-world Examples and Challenges (00:12:00)”“Key insights from KLAS's patient engagement summit (00:15:00)”“Best Practices and Strategic Recommendations (00:23:00)”“AI and Future Technologies (00:34:00)”“Final Thoughts and Recommendations (00:40:00)” Interested in learning more about patient-centric thinking for your marketing activities? Explore this topic in greater depth in our detailed blog post.Connect with me: https://www.linkedin.com/in/adamturinas/Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!And here are some of the resources mentioned in the episode:Ambient AI medical scribes:DeepScribeAbridgeNuance CommunicationCardiovascular health app: ALYKA HealthAI-Powered digital patient experience: VitalPatient engagement platform: Upfront HealthcarePatient communications and engagement platform: Solutionreach

In this episode of The HealthTech Marketing Show, guest host Mark Erwich leads a deep dive into pipeline optimization and deal acceleration, featuring expert insights from healthcare tech marketing leaders Amy Swanson and Michael Passanante. They discuss the essential strategies for aligning teams around pipeline goals, the use of collaborative scorecards for performance measurement, effective buyer engagement tracking, and the evolving roles of business development representatives (BDRs). They also explore how marketing teams can influence pipeline acceleration, customer retention strategies, and the importance of brand building as part of a holistic approach to pipeline management.Key Topics Covered:"Introduction (00:00:00)"“Integrating Pipeline Goals with Strategic Planning (00:04:35)”“Measuring Marketing Influence on Opportunities (00:06:21)”“Creating and Utilizing a Collaborative Scorecard (00:07:56)”“Identifying and Engaging the Buying Committee (00:12:13)”“Role of BDRs in Pipeline Generation (00:14:05)”“Marketing’s Role in Pipeline and Alignment Across Teams (00:18:11)”“Translating Pipeline Goals into Marketing Metrics (00:19:42)”“Leveraging Technology to Enhance Sales Velocity and Engagement (00:21:06)”“Balancing Customer Retention and Pipeline Generation (00:23:07)”“Marketing's Contribution to Pipeline Acceleration (00:25:35)”“Final Recommendations for Marketing Leaders (00:28:30)”Resources:Sales Enablement Tool: https://www.paperflite.com/Are you interested in learning more about the challenges of pipeline optimization? This detailed blog post explores the topic in greater depth.Connect with me: https://www.linkedin.com/in/adamturinas/Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!