The Healthtech Marketing Show

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

In this episode of the Health Tech Marketing Show, Adam Turinas, CEO of healthlaunchpad, sits down with two industry experts to discuss the latest best practices in using AI for content creation. Casey Meehan, founder of Blazing Zebra, and Lucy Railton, VP of Marketing for the Drummond Group, share their insights and experiences on leveraging AI throughout the content creation process effectively. Casey and Lucy review how they approach content creation, from developing buyer-based strategies to ideation, drafting, editing, and creating publication-ready content. They also discuss the pros and cons of various AI tools and provide actionable tips for marketers looking to integrate AI into their content marketing strategies. In this episode, you'll learn: How to use AI to develop comprehensive buyer personas and guide your content strategy Techniques for using AI to generate novel content ideas and angles Best practices for creating high-quality first drafts with AI assistance Strategies for editing and refining AI-generated content to ensure accuracy and brand alignment Tips for enhancing your content with AI-generated visuals and fact-checking The pros and cons of popular AI tools like ChatGPT, Jasper, and Claude 10 actionable steps you can take today to start leveraging AI in your content creation process Whether you're new to AI or looking to optimize your existing AI-powered content workflows, this episode is packed with valuable insights and practical advice from industry leaders.

In this episode of the Health Tech Marketing Podcast, host Adam Turinas sits down with Patty Enrado, Senior Director of Content at HIMSS Media, for an illuminating discussion on the power of brand storytelling in healthcare technology. Patty shares her wealth of experience and insider tips on how health tech companies can cut through the noise and forge meaningful connections with their target audiences. Key topics covered include: • The essential elements of a compelling health tech brand story, from showcasing customer empathy and unique purpose to leveraging subject matter experts • How HIMSS Media helps companies build their brands through comprehensive content audits, integrated campaigns, and targeted distribution • Real-world examples of successful brand storytelling initiatives, including a recent 5-part HIMSS TV series on data analytics • Strategies for repurposing foundational content assets into multiple formats to maximize reach and impact • Insights from HIMSS' proprietary research on the health tech buyer's journey, including the growing importance of product demos and in-person events • The potential impact of AI and emerging technologies on brand storytelling, and how marketers can navigate this evolving landscape Whether you're a startup looking to establish your brand voice or an established player seeking to reinvent your narrative, this episode offers actionable advice and inspiration for all health tech marketers. Tune in to learn how you can partner with HIMSS Media and tap into the latest storytelling strategies to build lasting audience connections and drive business growth.

Join Steffany Whiting and Matthew Piette as they discuss purposeful branding in healthcare, including defining purposeful branding, building a strong brand, engaging employees, embedding purposeful culture, measuring brand impact, and the role of individuals as brand ambassadors. Learn how iMethods focuses on changing lives and core values, and hear about innovative programs for engagement. Discover the importance of aligning company purpose with audience values, fostering engagement, and infusing purpose into your company's identity.

In this episode of the Healthtech Marketing Show, host Adam Turinas is joined by Kelly McDermott, CMO of Caregility, and Ross Whittaker, InterSystems NA Marketing Director, to explore the evolving role of Sales Development Representatives (SDRs) in the health tech industry. The guests discuss the differences between SDRs, BDRs (Business Development Representatives), and MDRs (Market Development Representatives), and share insights into the typical activities and success metrics for SDRs. The conversation delves into the challenges of keeping SDRs motivated and the importance of celebrating small wins and providing a clear career development path. Kelly and Ross also examine the role of SDRs in Account-Based Marketing (ABM) scenarios and long sales cycles, highlighting the need for close collaboration between Marketing, SDRs, and Sales. The guests debate the pros and cons of having SDRs report to either Marketing or Sales, concluding that the most important factor is having a leader who understands their value and is invested in their success. They also discuss the use of intent data and lead scoring to help SDRs prioritize their outreach, and share their experiences with outsourcing the SDR function versus building it in-house. Throughout the episode, Kelly and Ross offer valuable tips for success with SDRs, including the importance of patience, investing in training, encouraging curiosity, and being a student of the craft. As the health tech industry continues to evolve, the role of SDRs is becoming increasingly critical for organizations looking to drive growth and build strong relationships with their customers.

Losing a job, whether planned or unexpected, is a challenging experience that most professionals face at some point in their careers. In this episode of the Healthtech Marketing Podcast, we dive deep into the job search journey, providing actionable advice and valuable insights to help you find your next opportunity in the health tech industry. Our expert guests, Fred Mather, a longtime sales executive and member of Pavilion's leadership team, and Erik Johnson, a seasoned tech marketing leader, share their personal experiences and offer guidance on navigating the complex process of finding a new job. This episode covers all the essential aspects of a successful job search, from coming to terms with job loss and establishing your unique value proposition to leveraging your network and preparing for interviews. Discover the power of secondary connections and how they can unlock hidden opportunities, and learn about valuable resources, such as industry-specific communities and state-funded education programs, that can help you enhance your skills and stand out to potential employers. Our guests also discuss the importance of maintaining a positive attitude, staying persistent, and learning from disappointments throughout the job search process. Whether you're a seasoned executive or a rising star in the health tech industry, this episode will provide you with the tools and strategies to help you find your next gig.

In this episode of the HealthTech Marketing Show, guest Stacey Danheiser, founder of Shape Marketing, shares her insights on the power of internal marketing for healthcare technology marketing leaders. Danheiser emphasizes the importance of treating internal stakeholders as customers and educating them on the value of marketing in driving business success. The episode explores the differences between B2C and B2B marketing, highlighting the need for B2B marketers to demonstrate how their efforts directly impact revenue and customer acquisition. Danheiser introduces three foundational competencies for marketing leaders: understanding the role and perception of marketing within the organization, knowing customers through research and insights, and deeply understanding the business itself. Danheiser stresses the significance of investing in customer research, as it allows marketing leaders to gain credibility and influence within their organizations. By becoming the go-to expert on customer insights, marketers can position themselves as strategic partners in driving growth and success. The episode also covers the importance of creating an internal marketing plan, aligning marketing efforts to the full customer lifecycle, and investing in one's own growth and development as a marketing leader. By implementing these strategies, healthcare technology marketing leaders can unlock the full potential of their teams and demonstrate the critical role marketing plays in achieving business objectives. Listeners will come away with a deeper understanding of how internal marketing can elevate their influence and credibility, as well as practical strategies for implementing effective internal marketing approaches within their organizations. Here's a link to the scorecard: https://confidentmarketer.scoreapp.com/ Here's a link to my website/ program: https://www.shakemktg.com/ascend

Listen to the inspiring journeys of healthcare entrepreneurs, David Zakariaie and Matt Ko, as they discuss scaling AI solutions. From tackling mental health challenges to clinical documentation, they share insights on go-to-market strategies and lessons learned. Explore the importance of seamless integration, partner-focused approaches, and digital marketing in the evolving healthcare AI landscape.