The Healthtech Marketing Show

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!

Why do so many healthcare technology marketers want to do ABM but can't get started?A. The technology investment can be very expensiveB. The technology is complicated and a bit overwhelmingC. Other reasonsThis episode focuses on a possible solution to A and B. It's called Unbundled ABM.It's a concept that can lower the barrier to entry to starting with ABM, but proceed with caution.It's not all sunshine and lollipops.In this episode, we explain unbundled ABM and its pros and cons. We start by unbundling the mother of all ABM systems, Demandbase, into its core functions. This will help you figure out what lego blocks you need to get to reconstitute a system that emulates what enterprise-grade ABM applications deliver.For this episode of The HealthTech Marketing Show, I am joined by Mark Erwich, Chief Strategy Officer, and Paul Vandre, Account Director and Digital Lead, to discuss "Unbundled Account-Based Marketing”. Mark is a veteran ABM practitioner and he provides a comprehensive breakdown of the nine components that make up a complete ABM platform, explaining the functions and benefits of each. Paul then discusses the unbundled approach, selecting individual tools to handle specific ABM functions, which gives firms more flexibility and potentially cost savings in scaling ABM.Key Topics Covered:"(00:00) Intro""(03:34) Definition of unbundled ABM and how it differs from enterprise platforms""(04:32) The ABM journey from demand gen to targeted account marketing""(07:05) Definition of a true ABM platform as specialized software for account-based strategies""(08:21) Overview of ABM platform functions including account selection and intent data""(09:51) The nine components of an ideal ABM platform""(16:46) Resources required to run ABM at scale""(18:36) Paul's explanation of Health Launchpad's approach to unbundled ABM""(24:16) Comparison to "cutting the cable" - potential advantages and drawbacks""(26:47) ABM maturity model and implementation considerations""(29:32) Demandbase CEO's perspective on different ABM approaches""(31:24) ABM as change management focused on pipeline growth, not just MQLs"Resources:These posts were mentioned in the epsiodeDemandbase CEO’s thoughts on Unbundled ABMI’m pro ABM, but skeptical of “ABM Platforms”Unbundled ABM | B2B MarketingInterested in exploring whether unbundled ABM might be right 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 ABM questions and challenges.Learn more about Unbundled ABM 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!

In this episode of The HealthTech Marketing Show, I (Adam Turinas) discuss The Account-Based Marketing (ABM) Journey with guests Kelly McDermott, CMO at Caregility, and Erik Johnson, VP of Marketing at Harmony Healthcare IT. We dive deep into the ABM journey, from initial implementation to mature strategies.Erik shares insights from the early stages of launching ABM programs, emphasizing the necessity of aligning marketing and sales teams. Kelly provides a seasoned perspective, illustrating how ABM evolves and matures after several years, including insights into attribution, strategic planning, and using ABM data to influence executive decision-making.Key takeaways include the need for:Alignment between marketing and salesWillingness to experiment with different tacticsComprehensive tracking of account engagementFlexible approach to understanding buyer behaviorsKey Topics Covered:The State of ABM in HealthTech Marketing [00:01:36]Why Companies Resist ABM [00:06:06]Deciding to Implement ABM [00:09:32]Early-Stage ABM Implementation [00:14:07]Advanced ABM Insights (Year 3+) [00:22:28]Attribution and Measurement in ABM [00:27:57]Advice to Past Selves About ABM [00:34:50]Check out our detailed blog post about the ABM timeline for the first 5 years.Watch our videos on YouTube and subscribe to us on Spotify for more tips, insights, and how to’s in Healthtech Marketing.For more articles, reports, videos, podcasts, and more to help you gain new skills, ideas, and insights in Healthtech Marketing visit our website.

In this episode of The HealthTech Marketing Show, I explore the critical importance of precise audience targeting in health tech B2B marketing with Mark Erwich, Chief Strategy Officer at Health Launchpad. Getting your target market right can be the difference between success and failure in B2B Healthcare marketing.We discuss the differences between Total Addressable Market (TAM), Serviceable Available Market (SAM), and Serviceable Obtainable Market (SOM). We also highlight common pitfalls in targeting and share effective strategies to define and engage ideal customer profiles (ICPs). Through practical examples and clear frameworks, we examine the role marketers play in aligning internal teams around targeted strategies to drive business growth.Key Topics Covered:Importance of Precise Audience Targeting [00:01:52]Why Precise Targeting Matters in HealthTech Marketing [00:03:58]ROI and Marketing Metrics [00:05:23]Aligning Teams Through Targeting Discussions [00:05:50]Account-Based Marketing (ABM) and Target Selection [00:07:04]Common Mistakes in Targeting and Market Segmentation [00:08:13]Systematic Approach to Defining Markets (TAM, SAM, ICP) [00:09:44]ICP (Ideal Customer Profile): Firmographic, Technographic, Behavioral [00:13:35]Process of Identifying Target Accounts [00:15:57]Resource Allocation and Serviceable Obtainable Market (SOM) [00:20:09]Example: Precise Targeting Success Story [00:32:30]Consequences of Poor Targeting vs. Benefits of Precision [00:35:18]Emerging Tools for Hyper-Precise Targeting [00:37:41]Check out our detailed blog post to learn more about precise audience targeting for B2B health tech marketing.Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!See all content from The Healthtech Marketing Show.Join the Healthtech Marketing Network to Connect, Learn, and Grow with your peers!

In this episode of The HealthTech Marketing Show, host Adam Turinas sits down with Matt Carollo from HIMSS Media to discuss the findings of the latest Healthcare IT (HIT) Buyer Study. They explore how healthcare technology buyers make purchasing decisions, the role of content in influencing these decisions, and the evolving dynamics of the buyer collective. With fresh insights from an expanded respondent pool, this year's study sheds light on shifting buying cycles, the critical importance of product demos, and the most trusted sources of industry information.Adam and Matt break down the data to provide practical takeaways for health tech marketers looking to improve their strategy, align content with buyer needs, and navigate the complex purchasing landscape in healthcare IT.Key Topics: [02:51] Background of the HIT Buyer Study and its evolution since 2018 [05:24] The buyer collective: Who is involved in healthcare IT purchasing decisions? [10:16] Changes in the buying cycle: Are healthcare organizations making faster decisions? [12:55] The most influential content types for healthcare technology buyers [20:21] Where do buyers go to research vendors? [23:36] How buyers take action after engaging with valuable content [27:11] Key takeaways for healthcare technology marketersThis episode is packed with valuable insights for healthcare tech marketers looking to refine their approach and better align with buyer needs. Don't miss it!Check out our detailed blog post, where you can download the report.Watch out videos on YouTube and subscribe to us on Spotify for more tips, insights, and how to’s in Healthtech Marketing.

In this episode of The HealthTech Marketing Show, I welcome back Casey Meehan to explore the latest AI tools revolutionizing marketing strategies. We discuss the evolution of AI adoption in healthtech marketing, insights from recent research, and practical ways teams can leverage AI to enhance video production, sales enablement, and content creation.Casey shares cutting-edge AI-powered workflows, including the use of tools like Perplexity, ChatGPT-4.0 and 0.1 models, DeepSeek, Descript, ElevenLabs, and Make.com for automating research, email personalization, and video content generation. He also provides valuable advice on how marketing leaders can help their teams move beyond experimentation to full-scale AI implementation.Key Topics:[01:45] Survey shows growth in AI adoption from August 2023 to January 2024 [05:23] Content creation remains the primary use case [05:58] Market research usage increased from 30% to 60% [11:00] Tips for management to implement AI with their team [14:04] Information Confidentiality in AI [18:55] Actionable advice on using AI for videoWhether you're an AI novice or already incorporating AI into your marketing stack, this episode is packed with actionable insights to help you stay ahead of the curve.Check out our detailed blog post, where you can read more about these AI tools and how to get the most from them.Watch our videos on YouTube and subscribe to us on Spotify for more tips, insights, and how-to’s in Healthtech Marketing.For more articles, reports, videos, podcasts, and more to help you gain new skills, ideas, and insights in Healthtech Marketing visit our website.

You won’t want to miss this episode! In this episode of The HealthTech Marketing Show, host Adam Turinas, Lea Chatham, and Mark  Erwich explore four distinct personas that emerge from analyzing conversations with over 200 health tech marketing leaders. Using AI technology to analyze over 20 hours of discussions from the Health Tech Marketing Network and one-on-one interviews, they uncover and discuss four key marketing leader archetypes: [6:39] The Data Maven - The analytically-driven marketer focused on sophisticated attribution and pipeline metrics [8:15] The ABM Strategist - The precision targeter who transforms broad marketing approaches into account-specific engagement [9:35] The Customer Whisperer - The deep insight gatherer who builds strategies around customer understanding [10:52] The Agile Innovator - The resource optimizer who achieves outsized results through creative approaches Mark and Lea share their personal connections to these personas, discuss how marketing leaders evolve between different types throughout their careers, and offer insights on building balanced marketing teams that leverage diverse strengths. Which persona are you? Check out our detailed blog post, where you can read more about each persona and see AI-generated visual representations. Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!