The Healthtech Marketing Show

In this episode, Healthtech Marketing Show host Adam Turinas shares the 4-Corner inbound marketing framework that has rapidly grown his agency healthlaunchpad.  He tells the story about why he so passionate about this, how a lifetime sailing taught him about inbound marketing and how they are perfecting the model called 4-Corner Inbound Marketing. These four essential components include: Content: Publishing educational blogs, videos, and podcasts helps establish authority and attract strangers from search. This is the cornerstone for scaling inbound. SEO: Optimizing content for target keywords drives qualified organic traffic and conversions over time.  Social: Amplifying content socially, largely via LinkedIn, accelerates reach and familiarity. Partnerships & Referrals: Extending messaging through collaborations and word-of-mouth taps new audiences. This holistic model has helped Adam generate 50% of new business straight from inbound demand. The remainder originates from referrals likely exposed to their content before.  Proof it works? 70% annual growth and continued expansion fueled primarily through inbound and owned channels.  Adam provides tactical advice for adopting this model, like starting slowly and focusing on delivering audience value. Nurturing inbound interest across multiple channels can have a profound impact over time. Learn More here Book a meeting with Adam here

JD Whitlock, Chief Information Officer at Dayton Children's Hospital with nearly 30 years in healthcare IT, shares his insights on marketing to hospital CIOs. He discusses the importance of cross-functional teams in high-stakes IT decisions and emphasizes aligning with budget cycles. JD highlights how trusted relationships and clear communication can lead to successful technology partnerships. He also reveals common pitfalls vendors face, underscoring the need for tailored outreach and a strong value proposition when approaching healthcare organizations.

Does your sales team pitch products rather than provide meaningful insights? Do their LinkedIn profiles read more like corporate brochures than approachable experts?  In this week's episode, trailblazing social selling specialist Tim Hughes unveils an unprecedented blueprint for humanizing sales outreach in the digital era.  If you have been frustrated by how hard it is to get your sales team using social selling effectively, this is a must-not-miss episode. Drawing from methodologies scaled across thousands of reps worldwide, Tim distills field-tested strategies to magnetically attract and engage decision-makers before they engage competitors. From revamping profiles to optimizing content to expanding connections within buyer circles proactively, this masterclass arms sales leaders to drive dramatic revenue growth with social listening and outreach capabilities.  Tim grounds recommendations in real-world benchmarks from global SaaS enterprises to niche consultancies: 34% next-step conversion rates from networking-sourced pipeline  10x appointment generation compared to cold calls   30% faster revenue growth in just initial months The future belongs to sellers who spark intrigue and convey expertise organically not just through robotic outreach when buyers request demos. This episode will help you position your team to win more deals with the power of social selling.

Understanding the modern healthcare technology buyer’s journey is essential yet increasingly complex for marketing teams today. To bring clarity to the current dynamics, the Healthtech Marketing Podcast invited HIMSS’s Matt Carollo to present proprietary research around the shifting dynamics of healthcare IT buying teams, cycles, content needs, and more.  Download the research to read along Joining Carollo to discuss the findings were two executives bringing extensive B2B healthtech marketing experience:    Kaycee Kalpin, Chief Marketing and Brand Officer of Premier Inc.   Karsten Russell-Wood, Chief Marketing and Experience Officer at Equum Medical In this wide-ranging episode, the group covers everything from the expanding size and variety of buying groups to the extension of typical decision cycles and surging importance of relationships and in-person events for driving technology selection. Notable statistics shared include: 27% of organizations have 10+ people involved in healthcare IT buying now 50%+ report investment cycles exceeding 19 months (with many over 2 years) 86% want product demos when researching vendors 80% see in-person events as extremely or very trustworthy   This complexity now requires orchestrating an integrated combination of personalized content, digital campaigns, peer engagements, immersive experiences, and sales interactions across elongated buyer journeys.  Kalpin and Russell-Wood further expand on imperatives around showcasing value, promoting customer success, supplying relevant materials, coordinating initiatives, and concentrating on establishing authentic connections. For an in-depth exploration of the data and perspectives shaping the modern healthcare IT buyer experience, join us for this dynamic Healthtech Marketing Podcast episode.

In this episode, we cover a topic we've never touched on: Analysts, From a marketing standpoint, the use of analysts is not as understood as it should be. When I ran my own software company, we found analysts extremely helpful, helping position us to prospective customers and finding partners. We merged with another company because one of the analysts recommended that we meet. And so, you never know what's going to happen through these relations with analysts. In this episode, I speak with John Moore III, Managing Partner of specialist firm Chilmark Research, who pulls back the curtain on analysts' far-reaching impact shaping adoption for transformative health IT.  John goes into key dynamics technology suppliers must grasp working effectively with these selective gatekeepers. Beyond detailing how Chilmark delivers its perspectives and thought leadership to provider, payer, and life science clients, he spotlights areas ripe for innovator impact – from addressing the elusive quest to demonstrate ROI to leveraging advances in AI and real-world evidence. Additional topics covered include: Building enduring analyst relationships conveying market momentum Committing to transparency and candor with objective advisors  Ensuring leadership absorbs analyst feedback and adjusting strategic roadmaps Understanding analysts’ outside-in view balances vendors’ inside-out view I think you will enjoy the conversation. I did! And I learned a lot too.

The B2B buyer journey grows more complex by the day. Prospects conduct extensive research before engaging vendors directly. In this new reality, how should B2B marketing strategies evolve?   On this episode of the Healthtech Marketing Show, Paul Mattioli, VP of Intelligence at Endeavor Business Media shares insights from Endeavor’s annual B2B Marketing Benchmark Report. Topics include: Why the definition of a “lead” needs to shift from quantity to quality How thought leadership now drives brand awareness more effectively than broad reach  Why marketers need to rethink budget allocations to focus on buyer education How events should connect into integrated strategies versus be stand-alone demand gen plays Blending quantitative data and qualitative insights to understand B2B decisions Applying AI to process research findings at scale humans can’t match Overcoming the identity crisis facing marketing teams caught in transition As Mattioli summarizes, “We’ve lost the voice of the customer.” Getting it back requires dedicating resources into content, experiences, and insights that map to buyers’ evolving journeys. Tune in to explore these themes from Endeavor’s research along with host Adam Turinas and Paul Mattioli’s real-world perspectives. We hope to arm you with new approaches to thrive amidst the ever-changing buyer path to purchase. Download the research here.

We’re welcoming back AI wizard Casey Meehan on boosting your marketing team's output with generative tools!  This is a how-to masterclass with my personal AI guru. Rapid-fire topics in this episode include: 🤖 The newest innovations in ChatGPT v4 and custom GPTs to automate repetitive tasks 🏗️ Practical integration into workflows for efficiency gains   🔀 Connecting Assistants through Zapier for no-code workflow automation 👥 Coaching teams collaboratively through real-use cases to drive adoption 🔬 Analyzing end-end processes first to target highest automation value   📈 Embracing exponential AI growth ahead in video, sales, and more Casey provides tactical tips for marketing leaders seeking to amplify team productivity with AI augmentation. Learn how to: ☑️ Tailor GPTs to unique needs  ☑️ Support junior staff on tedious tasks ☑️ Encourage bottom-up sharing of successes ☑️ Focus AI experiments for maximal impact With pragmatic advice on starting small today while building towards an automated future, Casey condenses the confusing AI landscape into clear actions you can implement immediately.  The future promises to be both inspiring and scary! Casey grounds us with practical things you can do today with his signature blend of humor and marketing wisdom.  Level up your AI strategy with some actionable tactics you can roll out in under a month! References:make.com  Based on the transcript, the following website addresses/URLs for AI tools and other resources were mentioned: Blazing Zebra (Casey Meehan's YouTube channel): https://www.youtube.com/channel/UCmZqTB34wHK3KdDoZAlNr0g ChatGPT/OpenAI: https://chat.openai.com/ Anthropic/Claude: https://claude.ai/ Zapier: https://zapier.com/ Make.com https://www.make.com/en Relevance.AI:https://relevanceai.com/ N8N:https://n8n.io/

I recently hosted Healthcare IT News Executive Editor Mike Miliard on my Health Tech Marketing Show for an expansive view of the major healthcare IT trends and challenges emerging in 2024.  We discussed the continued rise of transformative technologies like AI, which holds great promise but risks if not thoughtfully governed. The worsening scourge of cyber threats plaguing healthcare systems also commands urgent attention, with Mike bluntly stating, “It definitely seems to be getting worse.”  While progress continues toward the elusive goal of seamless health data interoperability, legacy obstacles around privacy concerns, entrenched bureaucracy, and strained resources restrict the pace. Telehealth and virtual care options keep expanding following pandemic-fueled adoption surges. Leading-edge innovations in areas like quantum computing, genomics, and augmented reality inch healthcare towards a high-tech future, albeit slowly outside the biggest health systems. We also touched on issues around advancing health equity, optimizing EHRs with richer data, and worrying sustainability questions threatening rural healthcare access. I closed by getting Mike’s predictions on trends like climbing Epic EHR market dominance and a forecasted spike in AI-powered hacking threats. For Mike’s full analysis and insights on all the critical technologies and challenges facing healthcare in 2024, listen to the podcast and video episode.

In this episode of the Healthtech Marketing Show, host Adam Turinas interviews digital marketing expert Paul Vandre on what is happening in 2024 with cookies: What cookies are The differences between first and third-party cookies Why major browsers like Google Chrome are phasing out third-party cookies. Paul outlines how privacy and security concerns around the unauthorized sharing of user data are accelerating changes restricting third-party cookie tracking. He explores the significant impacts this has on digital marketers, making cross-device tracking, retargeting ads, attribution, and personalization more difficult.  This covers Google’s attempts to mitigate disruption through new proposed browser-based solutions for preserving cookie functionality in a privacy-focused manner. And why emphasis shifts to first-party data strategies, with marketers needing stronger direct customer relationships and permissioned data collection. The episode also covers the effects on marketing technologies like intent data platforms that currently rely on some third-party cookie sources, forcing an evolution in their data sourcing and models. Paul concludes with recommendations that marketers educate themselves on the cookieless future through Google’s developer resources and stay on top of additional changes ahead. This will help you gain clarity around the third-party cookie phase-outs and proactive steps to future-proof your customer data, targeting, and engagement approaches as user privacy takes center stage.

Learn how to use AI for sales enablement in episode 35 of the Healthtech Marketing Show. Host Adam Turinas interviews Bob Blount, a principal from healthlaunchpad, about leveraging AI tools like Claude and ChatGPT to boost sales. They discuss practical tactics sales teams can implement, such as: - Using Claude to generate emails personalized to prospects’ context and pain points based on details like their role, company, budget, etc.  - Creating detailed buyer personas tailored to individuals by feeding AI their name, role, company and publicly available data - Mapping relevant content to different stages of prospects' buyer journey to serve them information that matches their concerns   - Enabling account-based marketing efforts to deliver targeted, personalized messaging  - Identifying high-intent accounts for reps to prioritize with fewer but more fruitful conversations Bob also shares tips for salespeople starting out with AI, including comparing multiple tools’ outputs, collaborating with teammates, and fact-checking content before sending to prospects. This episode provides actionable strategies for using artificial intelligence to engage prospects with the right message at the right time—accelerating deals through enhanced relevance.