The Healthtech Marketing Show

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!

We do something slightly different for this episode of The HealthTech Marketing Show. Colin Hung from Swaay Health takes over as the interviewer to discuss the evolving dynamics of pipeline management in healthcare marketing with Mark Erwich, Chief Strategy Officer at Health Launchpad, and me, Adam Turinas. We discuss how traditional B2B marketing methods are losing effectiveness and why a shift toward account-based thinking and personalized engagement is critical. We also talk about the need for taking a balanced approach to marketing. Throughout the interview, we speak on identifying and nurturing buying signals, building effective marketing-sales alignment, leveraging customer networks, and adopting Account-Based Marketing (ABM) strategies tailored for healthcare. Mark and I also give some actionable advice on starting small with ABM and focusing on thought leadership to establish trust and credibility. Key Topics and Timestamps: [4:24] Challenges in Pipeline Management  [9:04] Account-Based Thinking [11:44] Effective Pipeline Strategies [17:05] Importance of a Balanced Approach and Brand Awareness [18:07] What Companies Should Stop Doing [23:10] Examples of Companies Doing it Right [25:03] The Role of Thought Leadership and Customer Advocacy [27:34] Tips for Getting Started If you found this episode useful please forward it to some of your colleagues who could also get value from it.  Check out our blog article, where we go into more depth on this topic. Subscribe to The HealthTech Marketing Show or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

Michael Passanante, Senior VP of Marketing at CapitalRx, and Stacy Sand, VP of Marketing at GetWell, tackle the top marketing challenges in healthcare for 2025. They discuss the shift in measuring marketing ROI, emphasizing the need for cohesive sales and marketing alignment. Strategies for adapting to evolving buyer behavior and managing budget constraints are highlighted. The duo also delves into leveraging technology and AI to enhance marketing effectiveness and drive demand while maintaining brand awareness.

In this episode of the Healthtech Marketing Podcast, host Adam Turinas and Mark Erwich, Chief Strategy Officer of Health Launchpad, review the key trends and insights from 2024. This provides a retrospective of 2024's key marketing trends that will help you benchmark your marketing operations against industry trends. In seven charts, Adam and Mark review data on several key issues facing health tech marketers. These are based on multiple surveys conducted within the Healthtech Marketing Network, a 200-member community of senior marketing leaders. Based on data collected through monthly surveys from the HealthTech Marketing Network, this episode explores seven critical charts that reflect the challenges and opportunities in health tech marketing. Mark and Adam offer advice on navigating relationships with the C-suite, aligning with sales, leveraging AI tools, and taking incremental steps toward ABM. Key Topics Covered: [02:25] Selling Marketing’s Value to the C-Suite  [05:08] Demonstrating ROI to Stakeholders Navigating Budget Cuts [11:41] Improving Measurement for 2025  [14:19] AI in Marketing  [18:34] Marketing Technology Stack Priorities  [20:45] Adopting ABM in HealthTech  Stay tuned for more actionable insights in the health tech marketing space! Read the blog article with the charts here. Other Episodes to Check Out The changing landscape of measurement and attribution [blog] [podcast] AI and Marketing – Latest Foundation [blog] [podcast] How AI is making an impact on SEO [blog] [podcast] How to use AI to transform your marketing [blog] [podcast] Embracing ABM to change your sales model [blog] [podcast] Latest best practices in using AI for content creation [blog] [podcast]

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