The Healthtech Marketing Show

In this AI Quick Take episode, I take a look at one of the most fascinating yet misunderstood applications of AI in healthcare: digital twins. While this concept has been around in engineering and technology circles, I wanted to explore what it really means for us as healthcare marketers and why it could be a game-changer for our industry.A digital twin is essentially a virtual model of a real-world process, system, or even a person. Think of it as a digital replica that can simulate how real things behave. In healthcare, we're already seeing exciting applications, such as simulated patient flow through emergency departments, personalized treatment modeling for individual patients, and even simulations of medical devices like pacemakers or MRI machines. What makes these particularly powerful for marketers is that, unlike static personas, digital twins continuously ingest real-world data and evolve over time. I outlined three key marketing use cases that could transform how we work. Creating digital twins of our buyers - essentially persona modeling on steroids. Simulating the value of products before customers ever buy.Helping prospects experience outcomes before deployment.The bottom line is that digital twins could help us solve healthcare's notorious long sales cycles by moving from "trust us, our solution works" to "here's exactly how it'll work in your specific environment." I believe the vendors who master this capability over the next few years will have a significant competitive advantage, being able to prove value in weeks rather than months through immediate outcome simulation.Key Topics Covered“Introduction to Digital Twins (00:00:00)”“Healthcare Applications (00:02:00)”“Marketing Advantages (00:04:00)”“Buyer Digital Twins (00:05:00)”“Product Marketing Applications (00:07:00)”“Sales Enablement (00:08:00)”“Getting Started - Customer Data (00:10:00)”“Content Development Strategy (00:11:00)”“Demo Differentiation (00:11:00)”“Future Vision (00:13:00)”“Closing Advice (00:14:00)”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.Follow me on LinkedIn.Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!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.

In this episode, I had the pleasure of speaking with John Lynn, founder of Healthcare IT Today and Swaay Health, and Brittany Quemby, who leads their marketing effort. We discussed the evolving landscape of healthcare technology buyers and the marketing strategies that are most effective in today's increasingly challenging environment.John provides insights into how the healthcare technology buyer is changing and how the committee-driven decision-making process has become even more complex. Buyers are only investing in solutions with clear ROI or AI connections. Without these elements, vendors find themselves in an education mode, preparing for when budgets eventually open up.We also discussed the three major pain points keeping healthcare leaders awake at night: security threats (the 3 AM breach call), AI strategy challenges (navigating the current "best of breed" landscape while waiting for all-in-one solutions), and EHR optimization (maximizing the massive investments already made).Key Topics:“(00:00:00) Introduction”“(00:01:00) - The Origin Story of Swaay Health”“(00:04:00) - The Evolving Healthcare Technology Buyer”“(00:07:00) - Major Pain Points for Healthcare Leaders”“(00:11:00) - Sources of Trust and Influence”“(00:17:00) - The Access Problem”“(00:19:00) - What's Working in Marketing”“(00:25:00) - Video Content Strategy at HIMSS”“(00:28:00) - Content Formats and Trends”“(00:33:00) - Future Marketing Trends”“(00:37:00) - Go-to-Market Strategy Recommendations”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.Follow me on LinkedIn.Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!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.

In this AI Quick Take episode, I explore the critical concept of prompt engineering. This skill is fundamental in transforming how you use AI tools like ChatGPT, Claude, and Perplexity in your professional work. Most people are using these robust AI systems like glorified search engines, but to unlock their full potential for marketing, sales enablement, and content creation, mastering prompt engineering is essential.AI systems are competent, but they need context, constraints, and clear objectives to deliver truly valuable results. In the episode, I will review the Five Layer Framework for crafting effective prompts: Define the role and contextSet specific objectivesClarify audience and use caseEstablish format and constraintsDefine success criteriaI also walk through practical examples in market research, campaign planning, and sales enablement, showing how this structured approach can save 20-30 hours of manual work while delivering superior results.Key Topics Covered:"(00:00:00) - Episode Introduction""(00:03:00) - What is Prompt Engineering?""(00:06:00) - Basic vs. Engineered Prompt Example""(00:07:00) - The Five Layer Framework""(00:11:00) - Using AI to Help Create Better Prompts""(00:12:00) - Market Research and Analysis Applications""(00:14:00) - Campaign Strategy and Planning""(00:15:00) - Sales Enablement Applications""(00:16:00) - Advanced Prompt Engineering Techniques""(00:20:00) - Common Mistakes to Avoid""(00:21:00) - Closing and Resources"For a detailed walkthrough of AI prompt engineering, ⁠check out our "How To" guide.⁠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 LinkedIn questions and challenges.⁠Follow me on LinkedIn⁠.Subscribe to The HealthTech Marketing Show on ⁠Spotify⁠ or watch us on ⁠YouTube⁠ for more insights into marketing, AI, ABM, buyer journeys, and beyond!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.

In this episode, I delve into a topic that's been personally frustrating me and affecting countless other LinkedIn users: the dramatic decline in organic reach and engagement on the platform. LinkedIn has been instrumental in building Health Launchpad's brand over the years, but like many others, I've noticed it's simply not working the way it used to.Richard Vander Blom's comprehensive LinkedIn Algorithm Report is an incredible resource that I reference in this episode.This reveals some stark statistics from February 2024 to February 2025:50% decline in reach (impressions) across the platform25% decline in engagement (likes, shares, comments)41% decline in follower growth rates95% of creators have experienced declining reachLinkedIn has fundamentally changed its algorithm to prioritize relevance over exposure. Where we once used LinkedIn for broad amplification, the platform now focuses on getting content in front of fewer but more relevant people. This LinkedIn decline, combined with decreasing SEO-driven traffic due to AI overviews, means two key pillars of inbound marketing are becoming less effective. Both Google and LinkedIn have changed in ways that make inbound marketing more challenging. This, in turn, increases the pressure to buy ads. This forces us as marketers to fundamentally rethink our inbound strategies.In this episode, I present my seven-point strategy for adapting to these changes. It's still possible to build meaningful connections and grow your business through LinkedIn. The key is to accept that the old playbook no longer works and to embrace these new realities.Key Topics“(00:00:00) Introduction”“(00:03:00) LinkedIn's importance to Health Launchpad and declining performance”“(00:05:00) Richard Vander Blom's LinkedIn Algorithm Report findings”“(00:08:00) LinkedIn's algorithm shift: relevance over exposure”“(00:17:00) Seven strategies introduction”“(00:19:00) Strategy 1: Niche focus and target audience sizing”“(00:21:00) Strategy 2: Engagement metrics over reach metrics”“(00:22:00) Strategy 3: Active engagement"“(00:24:00) Strategy 4: Mobile-first content creation and formats”“(00:27:00) Strategy 5: Building following through consistency”“(00:30:00) Strategy 6: Daily connection building (30-40 invites)”“(00:33:00) Strategy 7: LinkedIn newsletters as content format”“(00:35:00) Broader implications: SEO and LinkedIn both declining”“(00:37:00) Call to action for listener feedback and connection”Check out our full blog post for a deep dive into LinkedIn’s algorithm changes.Here are the other posts I referenced:How to Master LinkedIn, Build Your Brand and WinCustomersMy Insane LinkedIn RoutineLatest LinkedIn Ads BestPractices for Healthtech MarketersInterested in exploring how to improve your LinkedIn 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 AI Quick Take, I do my best to demystify the confusing landscape of AI models that's been a little overwhelming. The AI world feels like the mid-'90s browser wars all on steroids, with multiple companies vying for dominance, each with its own approach and philosophy.I started by breaking down the major players. The big story isn't just about who has the smartest model - it's about trust, speed, and who controls the interface between you and AI. I also go into how our company went through the process of selecting OpenAI as our enterprise platform, and why GPT-5's consolidation approach and improved reasoning capabilities could make it compelling for health tech marketing applications.Most importantly, I explored what this means for us as healthcare marketers. With AI getting better at complex research and evaluation, our buyers are going to do even deeper analysis before they ever engage with vendors. This creates both a challenge - harder to reach prospects early - and an opportunity to feed the AI beast with more comprehensive content that influences those AI-powered research sessions.Key Topics Covered:“(00:00:00) Introduction and GPT-5 Overview”“(00:01:00) The Complexity Problem”“(00:04:00) The Major AI Players Breakdown”“(00:11:00) Company AI Platform Selection”“(00:13:00) GPT-5 Deep Dive”“(00:16:00) Implications for Health Tech Marketing”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, I sit down with Kristin Russel, CMO of symplr, to unpack how she’s building a unified brand in one of the most complex corners of healthcare — and doing it right in the middle of the AI revolution. Kristin shares how symplr has evolved from a collection of acquired companies into the “backbone of healthcare operations,” and why that’s required not just smart marketing but category creation. We explore her concept of “branded demand,” how she balances ABM, demand gen, and opportunity marketing, and why she believes you can’t outwork complexity — you have to outsmart it. From AI-driven personalization to surviving the shift toward AI-powered search, Kristin offers an inside look at how one of healthcare’s biggest players is keeping their marketing fresh, relevant, and human.Key Topics:“(00:00) Kristin’s untraditional path to marketing”“(03:00) The symplr story”“(09:30) Creating a new category”“(16:00) Growth marketing beyond new logos”“(21:45) The art of “branded demand”“(26:00) Adapting to the AI search shift”“(30:00) Always On / Always Optimizing”“(35:00) AI in content creation”“(39:00) Personalization at scale”“(41:45) Kristin’s closing advice”Check out our full blog post where I break down Kristin’s approach to “Branded Demand”.Interested in exploring how to build your brand? 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 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!