The Healthtech Marketing Show

"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.

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.