The Healthtech Marketing Show

Using social media at scale for large B2B organizations is a big challenge. In this episode, you will learn how one of the biggest healthcare technology firms has mastered this. Simon Rost is a lively and insightful marketer with a brilliant perspective on how to use social media at scale. The pandemic forced his team to rethink the marketing plan for this large global healthcare B2B business. Simon and the team developed a bold, highly engaging video content and social media program. In this episode, you will learn:  - How GE markets its healthcare solutions - How they had to adapt to the pandemic - How they developed an exciting content and social media program - How they adapted their marketing operating model to this program - How they scaled this globally

Daniel Pluard is the CEO of an early-stage healthcare interoperability start-up that is taking low-code/no-code approach to tackle a highly complex issue. In this episode, Adam and Daniel cover: 1. Intely's mission 2. Why and how they got started 3. What the challenges have been 4. Who they are selling to, and what problem they solve for them 5. The startup life 6. Adversity vs Joy 7. How they sell and market as a startup 8. Who they go to for help and advice 9. If money were no object what would they do differently

David Fortino is the Chief Strategy Officer of Netline, a leading content syndication platform. His firm helps thousands of marketers get buyers engaged with 100s of 1000s of pieces of content.  These guys have tons of data on how buyers engage with content. David recently published some fascinating insights on this and he shares them in this latest podcast episode. In particular:  - What content is most effective?  - What content do buyers want and why?  - How to use content to initiate and nurture relationships  - Trends in content?

Sunila  Levis is a long-time healthcare technology executive who has rich experience working across many different parts of the US healthcare system   In this episode, you will hear about: Key differences between public and private arms of healthcare  How they buy differently Her trusted sources for information and advice  What marketers get right and get wrong  How to reach an IT exec like Sunila

"Living among the gorillas".  This is something you don't hear very often in healthcare marketing. But you will in this episode.   Dr Dean Browell, Ph.D. is an ethnographer and Chief Behavioral Officer of Feedback, an innovative customer insights firm. In this episode, you will hear about ethnography and how it can be applied to healthcare sales.   Dean sheds light on nurse burnout and looks at the issue from a very different perspective. You will also learn how to use online listening to gain a better understanding of what your buyers are looking for.

Guy Friedman and his partner, Yarone Goren founded Steady MD as a concierge medicine service. This was going well, but a new opportunity arose that made them reevaluate their strategy.  They had built a network of talented physicians nationwide who were providing care via telehealth. The explosion of digital health created a need for physicians to provide care virtually. They saw an opportunity to meet this need by creating a network of physicians licensed in every state. They pivoted the company and successfully established themselves as a leader in this emerging market. In this episode, Guy tells the story about how they pivoted, how they sell, how they are building a strong brand and how they market. They are especially good at inbound marketing.

Lizzy Felciano and Elizabeth Fennell from H1 join Adam Turinas to talk about  how they are building a new complex healthtech brand. H1 is an exciting new business funded by a successful healthtech entrepreneur.  Lizzy is the SVP of marketing and Elizabeth is the Director of Integrated Marketing.   In this episode, you will learn:  - How to approach scaling up marketing for a VC-backed company  - How to use ABM  - How to communicate a single message that has different value to different audiences

Nick Kagal spent time on both the customer and vendor side of the healthcare buyer market. In his role as the head of marketing at SpinSci Technologies, a healthcare communications technology provider, he is putting that experience to good use. The most notable thing about their approach to marketing is how they work with major telecoms technology vendors. Their approach to partnership is working well for this relatively small and fast-growing firm. In this episode you will learn: - How to approach partnership marketing - How to engage in a way that is equitable - How to collaborate with partners at major conferences and shows

Rachel Stephan is an expert in event marketing. More specifically she knows how to get people to show up and engage at the event and extend the value of an event.  She does this through clever use of influencers, social media and by activating speakers to promote the events.   In this episode, you will learn:  - How to promote your presence at an event  - How to get people to come see you at an event  - How to stay in touch with them  - How event marketing will evolve

We all know that selling and marketing to healthcare is incredibly complex. RXRevu deals with a whole other level of complexity. They engage three different audiences: Payers, Providers and EHR Vendors. They have different value propositions and different messages for each, that all ladder up to a single brand. In this episode, Adam Rosenberg, RXRevu's Director of Marketing explains how they do this, how they are organized and how they take a disciplined ABM approach to sales and marketing. Adam has some unique perspectives as he has a tenured career in healthcare both in sales and marketing. He shares insights on what's important on both sides the sales and marketing coin. You will also learn how RXRevu thinks about the new policy changes in healthcare and capitalizes on these to provide value to all their audiences.