The Healthtech Marketing Show

This special episode of The HealthTech Marketing Show dives into all things related to the buyer’s journey, including insights and highlights from expert interviews and research conducted throughout the year. You will hear highlights from the HIT Buyer Research with Matt Carollo, Senior director of sales enablement at HIMSS, Kaycee Kalpin, CMO of Premier Inc., and Karsten Russell-Wood, CMO of Equum Medical. Then head of Research at 6Sense, Kerry Cunningham shares insights from new research on B2B buying behavior.  You will then get the healthcare IT buyer’s perspective with JD Whitlock, CIO of Dayton Children’s Hospital. Melanie Turner, CIO  at UAB Medicine, shares what buyers want from vendors and how to engage with them effectively. From buyer group complexity to content strategies and account-based marketing, this episode is packed with actionable insights to help healthtech marketers navigate today’s intricate B2B buying processes. Key highlights include: [0:48] HIMSS Research Highlights and Key Stats [4:29] Account-Based Marketing Strategies [7:00] Insights from Kerry Cunningham and findings from the Buyer Experience Study [13:34] Healthcare IT Buyer Perspective and differences between decision-making and implementation stakeholders. [19:06] Content Preferences of Buyers and Multi-Channel Outreach [21:41] Closing Thoughts This episode is a must-listen for healthtech marketers looking to deepen their understanding of the buyer journey and optimize their go-to-market strategies.

In this episode of The HealthTech Marketing Show, we dive into programmatic advertising in healthcare marketing with Scott Stedman, founder of the B2B agency Imaginarium, and Paul Vandre, Account Director at HealthLaunchpad.  Dive is the operative word, as many marketers think programmatic is a sewer. But, used the right way, it can be a very effective tool for B2B marketers. We explore how programmatic advertising, once primarily used in B2C, has increasingly become relevant for B2B healthcare due to advancements in account-based marketing (ABM) platforms. Scott and Paul discuss how programmatic technology allows for precise, cost-effective targeting, not only on traditional digital ads but also across streaming platforms and even physical locations. They highlight the efficiency in reaching target accounts, managing complex buyer cycles, and tailoring ad content through the different stages of a healthcare buyer’s journey—from building awareness to nurturing leads and closing deals.  They also share insights on tech stacks, data privacy, omnichannel campaigns, and measuring effectiveness in a landscape of long sales cycles and multiple touchpoints. Key Topics: [2:37] Introduction to Programmatic Advertising [5:30] Programmatic Advertising in Healthcare [7:32] Using programmatic in sales pipeline growth [12:10] Strategies for guiding prospects through the buyer journey [19:37] Key technologies and tools for programmatic advertising [26:32] Measuring the success of programmatic efforts at the account level [32:20] The future of programmatic advertising and data privacy If you found this episode valuable, please share it with others in your network who might benefit from it! You can connect with me on LinkedIn or email me at adam@healthlaunchpad.com

In this episode of The HealthTech Marketing Show, I will detail my personal LinkedIn routine, which has been instrumental in the success of my marketing consultancy. Learn how I leverage LinkedIn as a core marketing tool to grow my personal and company brand, attract prospective clients, and maintain meaningful connections within the health tech industry. This systematic approach to LinkedIn includes daily posts, consistent networking, and using Sales Navigator for targeted outreach. I also discuss the importance of creating valuable, thought-provoking content while avoiding aggressive sales tactics. This routine has helped quadruple my LinkedIn connections to over 12,000, significantly contributing to Health Launchpad’s business growth.  Key Topics: [1:20] Intro to using LinkedIn to grow a network and drive business success [7:34] Building a targeted network using Sales Navigator [11:10] Avoiding the "connect and pitch" approach and nurturing trust within your network [12:11] Daily posting routine and the importance of long-term relationship building [16:50] The balance between personal posts, business content, and thought leadership [17:51] Using LinkedIn newsletters [19:36] Using company pages for additional content distribution [22:06] The results and how LinkedIn has contributed to Health Launchpad’s 10X business growth [26:54] People I follow that you should too [27:51] Actionable advice and next steps You can connect with me on LinkedIn or email me at adam@healthlaunchpad.com People I follow that you should too: Adam Franklin Tim Hughes  Richard Van Der Blom Previous episode with Adam Franklin: Transforming Your Organization for Social Selling 

In this episode of The HealthTech Marketing Show, we go deep on marketing measurement and attribution with guests Gretchen Hoffman, B2B SaaS Marketing Leader, and Mark Erwich, Chief Strategy Officer for Health Launchpad. As healthcare marketers face increasing pressure to prove the value of their efforts, Adam, Mark and Gretchen discuss the shift from traditional lead-based metrics to a more account-based, opportunity-driven approach. They also explore how data analytics and AI are reshaping the landscape. Key Topics: [5:15]How marketing measurement has shifted dramatically due to AI and advanced data analytics, changing how marketers track and optimize demand generation. [11:04] Aligning Sales and Marketing through ABM [13:58] Practical advice on implementing ABM. How tools like Demandbase and 6sense help marketers analyze the full buyer journey and optimize account engagement. [23:16] The limitations of traditional attribution models and how healthcare marketers can effectively measure marketing activities' impact, especially in long sales cycles. [31:10] How to report the impact of marketing to the C-suite, including focusing on pipeline velocity, conversion rates, and customer lifetime value (CLV). [36:24] Actionable advice on adopting AI, ABM, and better reporting strategies. If you found this episode valuable, please share it with others in your network who might benefit from it!

Adam Turinas sits down with Mike Cuesta and Juan Molina from Atomic Health to explore user experience, website design, and digital brand building in healthcare. As partners at Atomic Health, an experience design agency specializing in healthtech, digital health, and life sciences, Mike and Juan bring over 15 years of insider knowledge to the conversation. They share insights on: The unique challenges of healthcare UX design and branding Balancing data-driven decision-making with creative intuition Strategies for designing effective homepages and user journeys The importance of progressive disclosure in website design Techniques for crafting compelling brand identities in healthcare Best practices for validating designs and ensuring accessibility They discuss the intricacies of creating digital experiences that resonate with multiple healthcare personas, from clinicians and administrators to patients and caregivers. Mike and Juan emphasize the importance of understanding the healthcare ecosystem and leveraging design as a "superpower" to set companies apart in the market. In this episode, you will learn: Utilizing artifacts and design systems for scalable branding Balancing aesthetics with performance in website design Adapting B2B marketing strategies for healthcare audiences Embracing brand identity across all customer touchpoints

Mark Erwich, Chief Strategy Officer at Health Launchpad, shares his insights on pipeline acceleration in healthcare. He emphasizes the importance of understanding customer personas to craft tailored marketing strategies. Strategies for enhancing sales velocity and engaging buying groups are discussed, with a focus on the role of personalization in account-based marketing. Mark delves into the complexities of aligning sales efforts with slower decision-making processes in healthcare, highlighting how intent data can uncover valuable opportunities.

In this discussion, B2B marketing visionaries Kerry Cunningham, a marketing expert known for his groundbreaking research, and Mark Erwich, principal at Health Launchpad, dive into the intricacies of engaging buying groups. They introduce the '70% Rule,' explaining how buyers typically contact sellers late in their journey. The pair emphasizes the importance of quality over quantity in engagement, the dynamics of multi-stakeholder groups, and innovative methods for leveraging anonymous data to connect with in-market accounts.

Casey Meehan, an AI expert, introduces the innovative IPO (Input, Process, Output) framework for marketing. He emphasizes a 90-day sprint approach to effectively implement AI in organizations. The conversation reveals cutting-edge tools like Notebook LM and Claude 3.5 Sonnet and their transformative impact on marketing strategies. Adam shares insights on the challenges posed by AI-generated content on website traffic and the significance of AI-powered search tools like Perplexity. Practical advice on adapting to an AI-driven landscape is highlighted throughout the discussion.

Michael Gemmati, the Head of Marketing and Portfolio Strategy at Health Recovery Solutions, delves into the world of product marketing in health tech. He outlines its crucial role in bridging technical development and customer communication. Gemmati shares insights on mapping customer journeys and the importance of collaboration across teams. He also discusses the impact of SaaS and AI on marketing strategies and offers practical tips for enhancing product marketing efforts, enriched by real-world examples from his diverse career.

Bonni DeWoskin, health tech CMO, discusses the importance of B2B2C marketing in the industry. She shares strategies for balancing B2B and B2C, leveraging B2B partners, budgeting considerations, technology needs like HIPAA compliance, and tailoring messaging for both audiences.