The Healthtech Marketing Show

Karsten Russell-Wood, from Equum Medical, discusses the untapped potential of rural healthcare for telehealth. He highlights the challenges in reaching rural areas and the importance of personal relationships in marketing. The podcast also touches on the financial struggles of rural hospitals and the positive impact on local economies.

Yup. It's happening. AI is hurting the effectiveness of many people's SEO strategies. In this eye-opening episode, host Adam Turinas is joined by SEO experts Karen Finn and Danny Goodwin to take a hard look at the impact of AI on Search. Danny is the Managing Editor of Search Engine Land & SMX, and Karen is Health Launchpad's SEO lead. Adam, Danny, and Karen explore how artificial intelligence reshapes the search landscape and what it means for healthcare technology marketers. Traditional SEO tactics are feeling the pain as Google rolls out its Search Generative Experience (SGE) and AI-powered overviews. There are some startling insights about declining organic traffic and the shrinking real estate for non-paid search results. In this episode you will learn: The latest developments in AI-driven search and their impact on SEO How Google's SGE is changing the game for content creators and marketers Strategies for maintaining visibility in an increasingly AI-dominated search landscape The growing importance of quality content and user experience Tips for diversifying traffic sources beyond organic search You can read a deep-dive, article about this here.

In this episode of the Health Tech Marketing Show, Adam is joined by Mark Erwich, a super-experienced healthcare technology marketer, to discuss the importance of customer marketing and how to implement it in your organization effectively. Given how hard it is to win new customers, keeping and growing your current customers is even more important. t is much easier and more cost-effective to retain and grow current relationships than to acquire new ones. As Mark points out more businesses have shifted towards subscription-based models putting more emphasis on increasing Annual Recurring Revenue (ARR) Mark reviews several strategies for creating customer advocates. This includes celebrating customer success through case studies, testimonials, and references. The next level in customer marketing is to implement customer champion programs where customers are involved in press stories, webinars, and events. Social media is used to amplify this. Mark also stressed that thought leadership content is key to keeping top of mind with champion customers. advancedIn more advanced programs, customers are involved in product development through Customer Advisory Boards. We discussed how to manage negative feedback and churn risk. Close collaboration between marketing and customer success teams is critical in addressing concerns promptly and effectively. Lastly, we discussed measuring the impact of customer marketing efforts by tracking retention rates, customer participation, and the influence of advocacy on new business acquisition. Key takeaways from this episode include: The growing importance of customer marketing in the subscription-based economy Strategies for creating customer advocates through celebration, education, and engagement The need for collaboration between marketing and customer success teams to manage churn risk The significance of measuring the impact of customer marketing efforts on retention and growth Best practices for implementing a successful customer marketing program aligned with business objectives You can learn more about how to implement customer marketing in this post.

In this insightful discussion, Mike Campana, a seasoned healthcare IT marketing executive with over 30 years of experience, dives into the nuances of buyer journey mapping. He critiques the traditional marketing funnel, introducing a more dynamic model that includes five distinct stages, from 'Horizon Scanner' to 'Client.' Listeners learn how to create effective buyer journeys, the importance of aligning sales and marketing, and best practices to avoid common pitfalls. Mike also shares essential metrics to track, ensuring a comprehensive approach to engaging buyers.

In the final session of the Healthtech Marketing Summit, Casey Meehan, AI and Marketing specialist and long-time partner of Health Launchpad, took the stage to share his insights on how to harness the power of AI to transform your marketing efforts. Casey has a decade of experience running a content marketing agency and a passion for AI that dates back to 2018. Casey has become an expert in integrating AI into various aspects of marketing, from content creation to campaign optimization and decision-making processes. Casey's expertise in AI has been instrumental in reshaping how Health Launchpad approaches day-to-day work, boosting productivity. He has also helped developed some unique ways to leverage AI in our ABM practice. In this session, Casey will guide you through a range of AI applications in marketing, from basic use cases to more advanced techniques. He emphasizes the importance of gathering and organizing source material, drafting, and editing when working with AI tools to ensure the best results. Casey also shares his insights on the most effective AI models for various marketing tasks, such as Google's Gemini for general use, Anthropic's Claude 3 for writing, and Perplexity AI for research and fact-checking. 1. A three-step framework for working with AI: gathering source material, drafting, and editing.2. How to use AI to generate more effective email responses, saving time and effort.3. Techniques for creating engaging social media content using AI, including generating buzzwords, trending topics, and novel connections.4. Best practices for editing AI-generated content, from fact-checking and reducing hallucinations to improving clarity and grammar.5. Strategies for repurposing AI-generated content across various formats, such as podcast outlines, video scripts, and newsletters.6. An introduction to AI agents and their potential applications in marketing workflows.7. How to integrate AI into marketing workflows using tools like Zapier, with a practical example of automating email responses.8. The importance of continuously updating and organizing source material to improve AI-generated content over time. Casey's session will provide you with a comprehensive understanding of how AI can be leveraged to enhance marketing efforts, boost productivity, and drive better results. By following his practical tips and strategies, marketers can start integrating AI into their workflows and unlock new opportunities for growth and success.   Check out more posts like this in the Health Tech MarketingLearning Center . Sign-up to our weekly podcast. Follow me or connect with me on LinkedIn. I publish videos and articles on ABM and health tech marketing. Buy Total Customer Growth: Our book on how to win and grow customers for life with ABM and ABX. Work with me directly. Let’s book a growth session and we can explore ways you can improve your marketing using the latest techniques in account-based marketing.

How do you build a go-to-market (GTM) engine that operates beyond expectations? In this episode of The Healthtech Marketing Show, we explore strategies and best practices for achieving GTM success in healthcare technology. A panel of experts, including Bob Blount, Principal at Health Launchpad; Bob Abrahamson, Chief Marketing Officer at pCare; Cathy Finley, Senior Vice President of Marketing and product Management at Dr. Evidence; and Ben Person, CEO of Tenon, unpacked the essential components of an effective GTM strategy. This is part 4 of 5 sessions from our recent Healthtech Marketing Summit held on April 29th. Find more of the summit here. Find more Healthtech Marketing Show content here. Articles, reports, videos, podcasts, and more to help you gain new skills, ideas, and insights in Healthtech Marketing.

Ben Person, CEO of Tenon, and Kelly McDermott, CMO of Caregility, discuss how Account-Based Marketing (ABM) can be a game-changer in aligning sales and marketing efforts, personalizing outreach, and ultimately shortening sales cycles and driving revenue growth. Hear real-world examples, practical advice, and actionable tips for implementing a successful ABM to drive complex B2B sales in the healthcare technology sector. This episode is one of our sessions from the Healthtech Marketing Summit. Find more content from the summit here. Find more Healthtech Marketing Show content here. Articles, reports, videos, podcasts, and more to help you gain new skills, ideas and insights in healthtech marketing.

In this episode we bring together a panel of marketing executives from leading healthtech companies to share their insights on the evolving state of branding in the industry. Moderated by Matthew Piette, former head of brand marketing at Philips Healthcare and Exact Sciences Corporation, the discussion features Karsten Russell-Wood (CMO, Equuum Medical), Trina Claggett (VP of Marketing, SpinSci), Justin Metz (Content Lead, healthlaunchpad), and Patty Enrado (Sr. Director of Client Content, HIMSS Media). The panelists delve into building brand, reputation, and authority in the increasingly complex healthtech landscape. They explore strategies for developing thought leadership, creating authentic content, leveraging corporate citizenship initiatives, and cultivating diverse, authentic spokespeople. The discussion also covers crafting compelling brand narratives, ensuring consistency in messaging, and forming strategic partnerships to demonstrate value and credibility. Key topics addressed in this episode include: Developing robust thought leadership strategies Creating authentic and meaningful content Leveraging corporate citizenship and employee advocacy Identifying and cultivating authentic spokespeople Crafting compelling brand narratives Ensuring consistency and clarity in brand messaging Forming strategic partnerships and collaborations Measuring brand authority through engagement and retention metrics Adapting to the evolving buyer's journey Being bold, interesting, and genuine in brand storytelling Throughout the conversation, the panelists share their experiences, best practices, and actionable recommendations for healthtech marketers looking to build authentic, purpose-driven brands that resonate with their target audiences in today's dynamic market. View the in-depth article and the webinar recording

In this replay of the first session from the Healthtech Marketing Summit, we dive into the evolution of demand generation in the healthtech industry. The session is moderated by Adam Turinas, CEO and founder of healthlaunchpad, a healthtech marketing agency. Adam is joined by an expert panel featuring Matt Carollo (HIMSS), Hannah Drake (healthlaunchpad), Lucy Railton (Drummond Group), and Adam Rosenberg (RX Lighting). The discussion covers: Insights from a recent HIMSS survey on the healthcare IT buyer journey, including the complexity of the buyer collective, lengthening buying cycles, and the importance of proven success and interoperability Perspectives on the challenges of balancing freely sharing information vs. gated content to generate leads The effectiveness of trade shows, webinars, events, intent data, and referral marketing in driving demand The diminishing returns of tactics like Google ads and the need to provide real value in content marketing Using a mix of first-party, second-party, and third-party intent data to identify in-market accounts and individuals Shifting from measuring leads to measuring revenue influence and partnering closely between marketing and sales The importance of investing in brand awareness as part of an overall account-based marketing approach Throughout the session, the panelists share candid insights and tips based on their experiences across a range of healthtech organizations. The conversation sets the stage for a deeper dive into account-based marketing in a later session. View the webinar

In this episode I sat down with Bobby Guelich, Co-Founder and CEO of Elion Health (https://elion.health/), to explore the evolving world of comparison websites in the healthcare technology industry. As the health tech landscape grows increasingly complex, comparison sites have emerged as valuable resources for buyers to navigate their options and for vendors to showcase their solutions. But beyond just facilitating matches, these platforms also generate a wealth of valuable data on buyer behavior and intent. In this conversation, you'll learn: - How comparison websites like KLAS, Gartner, G2, Capterra, and Elion Health are helping healthcare organizations make sense of the crowded health tech vendor landscape - The differences between first-party, second-party, and third-party intent data and why comparison sites offer particularly valuable signals for health tech marketers - How to leverage comparison site data to identify in-market accounts, trigger targeted campaigns, inform content strategy, and enable sales-marketing alignment - Strategies for proactively engaging with comparison websites to boost your visibility and drive conversions - The future of healthcare comparison websites and how they will continue to shape the industry Whether you're a health tech marketer looking to gain an edge or a healthcare leader seeking to stay on top of the latest innovations, this episode offers valuable insights into an important trend shaping the industry. Tune in to learn how you can tap into the power of comparison websites and intent data to connect with buyers and drive growth. You can reach Bobby at bobby@elion.health.com