The Healthtech Marketing Show

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.

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.