The Healthtech Marketing Show

In this episode of the Healthtech Marketing Podcast, you will hear from an experienced healthcare IT buyer, Melanie Turner AVP, Health System Information Services, UAB Medicine Enterprise. For anyone selling to healthcare systems IT departments, this is an opportunity to learn what it feels like to be sold and marketed to and most importantly how to build trust. It will also shed light into the inner workings of a large healthcare organization's buying process. Melanie is an RN who has worked both as a clinician and in an operational role in IT and other parts of the healthcare system. In addition to providing IT Services, Melanie's department of close to 400 people, also develops and purchases applications. In this episode you will learn: - How this large IT departments functions - How they are using FHIR - How the technology purchasing process has changed - How they prioritize and fund projects - Melanie's sources of trust when evaluating solutions - How vendors build trust with Melanie and pet peeves about vendors who get it wrong

David Cole from the DAC Group is not a healthcare specialist per se but has some unique insights that are critical to building brands. David helps companies build brands from the inside out.  It's all about how you use the brand to transform an organization and how to change the behaviors of your people so that they manifest and build the brand. This is hard work as it requires ensuring that all the touchpoints reflect the brand, and especially your people. David's approach is a mash-up of brand strategy and change management. In this podcast, you will learn: - Why is this important - How do companies get it wrong - Who does it well and who stands out as having made the transformation - What’s the process for making the transformation - What are the barriers to making this happen - How do you break down silos - How do you motivate people to change their behavior - How do you know when it’s working

Kaycee Kalpin is the hyper-energetic and super smart, Chief Marketing Officer of Premier Inc. Among many other things, she is a devotee and evangelist of agile marketing,  In this episode, Kaycee explains how Premier works with thousands of healthcare vendors to meet the needs of hundreds of healthcare organizations.   She dives into how they are changing the perception of Premier from being a huge GPO to being a solution provider for the value-based care needs of healthcare organizations.  She explains how marketing serves the needs of their key account leads and last but not least goes into her passion for agile marketing and how her team operates with these principles.

Karsten Russell-Wood is an accomplished and experienced healthcare technology marketing executive. He built his career at Philips and GE Healthcare. As the Chief Marketing & Experience Officer at Equum Medical, he leads brand building, demand generation initiatives for this telehealth-enabled multi-specialty global provider firm. In this episode, Karsten, talks about the importance of the state of digital transformation, customer insight, building trust, and how to do that. Karsten is engaging and insightful and this episode is full of great ideas for healthtech marketers.

Hays Waldrop is an entrepreneur and a champion networker who founded and runs several networking groups for healthcare executives. In his own words, he is "Switzerland" between healthcare executives and suppliers.  His groups include the Institute of Healthcare Executives and Suppliers, (IHES). Members are CEOs and their teams, including heads of the supply chain and also select suppliers. Providers join to learn from experts. This is where suppliers come in. Suppliers come to the meetings to inform and teach these provider executives. And obviously, they can influence purchasing, and potentially that leads to sales. In this episode, Hays dives into the importance of networking and building long-term personal relationships. This includes how you, as a marketer, can create customer networking groups for your own business. He also shares his experience in adapting his in-person business to the virtual world, how he found how incredibly valuable the IHES network was to its members. 

Ryan Grable heads up marketing for the awesome PerfectServe, a leader in the clinical communications space.   Ryan has a ton of experience in technology marketing and has been leading PerfectServe's marketing team for the last year.   In this podcast you will learn:  - Ryan and team's mission to help healthcare organizations understand how they can help them help their patients  - How PerfectServe has integrated three acquisitions and developed a brand strategy across the new entities  - How they created a new singular brand and brought this to life under the banner of PerfectServe Unite by taking a customer-first approach  - What the benefit of this is to customers, partners, and their expanded team  - How this in part of uniting all their staff around a single vision and how this translates into delivering a consistent customer experience  - What's the same and different about healthtech marketing versus other categories -  How to apply B2C marketing concepts in a healthcare B2B, serving customers where they are

Lucy Railton leads marketing for the fast-growing, Canadian, healthtech business, Smile CDR.  Smile is on FHIR, pun-intended.  They are helping healthcare organizations solve interoperability issues through their FHIR-based platform. They provide solutions to help their customers adopt open standards to set their data-free.  Lucy is a long-time technology marketer who is building a marketing department from the ground up.    In this podcast you will learn:  - How Smile CDR has climbed a steep learning curve to enter the US market  - How they have built a marketing team from a team of 1 to a team of 20  - How they approach digital marketing especially how they create and leverage content  - How Smile CDR is educating the market about FHIR especially the payer market  - How they develop persona-based content marketing plans  - How they use influencers  - How they use Hubspot to create highly targeted marketing to engage buyers ​across long buying cycles - How to create a testing methodology across your marketing plan

Royce is a long-time digital health growth leader. He is the Chief Revenue Officer of Health Recovery Solutions a remote monitoring provider. In this episode of the Healthtech Marketing Podcast, Royce dives into what it takes to create a tightly integrated sales and marketing team. Let's face it, most sales and marketing teams are siloed and often at odds with each other. Not so at HRS. Royce has created a highly integrated team. This has been key to how Royce Brunson has scaled HRS's sales. Here is what we cover in the episode: - Royce's take on the future of Digital Health - HRS's SaaS-like approach to sales and marketing - Their hybrid insourced/outsourced agency model  and why they keep content marketing inhouse - Why is it so hard to align sales and marketing and how HRS does it - The importance of 360 feedback between SDRs, marketing and account execs - Why they have not fully implemented ABM yet - The secret sauce to speeding up the sales cycle and increasing deal size And stay until the end as you will enjoy Royce's one piece of advice. Watch the video of this episode https://healthlaunchpad.com/building-a-tightly-integrated-sales-marketing-team-royce-brunson-chief-revenue-officer-of-health-recovery-solutions/

How does helping a poor Peruvian result in mastering SEO?  OK, not a question you will come across every day. Well for David Kosloski, a conversation with his travel guide on a trip to the Andes, inspired the creation of a travel business, where he taught himself the science and art of SEO. If you are interested in SEO and how to create content to drive demand, this episode is for you! David is a sensei at making SEO work hard and understanding what content to create to improve the chances that prospects will find a way to your door. David runs marketing for Avelead, a thriving revenue cycle firm, and he has been exceptionally creative in how they approach generating demand and building authority for Avelead's brand. In this episode, he shares in detail how they have approached this, with a particular focus on content and SEO.  He is a fascinating and engaging guy. He started life as a band manager for a rock band. This led him to Nashville and inevitably in Nashville, this led to a job in healthcare. Along the way, he developed his SEO skills through his personal passion, travel. You won't want to miss his backstory and what happened after he spoke to the travel guide in Peru. Watch video of the episode https://healthlaunchpad.com/the-healthtech-marketing-podcast-episode-6-david-kosloski-director-of-marketing-avelead/  

Drew is truly a B2B Marketing rock star.    He is the founder of Renegade Marketing, a very successful B2B agency, and also the founder of the CMO Huddles. He has a really great podcast on B2B marketing called Renegade Marketers Unite. And last but not least he is also the author of a must-read new book for B2B marketers called Renegade marketing – 12 steps to building unbeatable b2b brands.   In this episode, you will hear why great marketers are Cats, how to create great marketing, how to build amazing B2B brands. You will also learn a ton about brand positioning, promise, and taglines. Drew shares TONS of insights, how he built his business and how he thinks about brand-building. And if you want get Drew's awesome book on Renegade Marketing, here is his Amazon page.  Enjoy! Watch the video https://healthlaunchpad.com/drew-neisser-insights-on-b2b-marketing/