The Healthtech Marketing Show

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/

Marketing to healthcare is hard. We can all use a little help. Join us for The Healthtech Marketing Podcast to learn from the experts.  In this episode, we feature the awesome Robyn Duda who is an expert in Events and experiential marketing. She shares insights on how the event marketing space has been disrupted by the COVID 19 pandemic. She highlights how event marketers are adapting to the situation and probe some candid perspectives on what the future market looks like. This podcast is brought to you by HIMSS the leading healthcare technology member organization in collaboration with healthlaunchpad. Podcast Highlights With Time-Stamps In this Podcast, Robyn Duda shares valuable insights On [2:19]  Roby’s Story & Experience [5:24]  The Need To Provide Value [6:42]  How Events Industry Is Adapting To COVID [7:27]  Meaning Of Hybrid Events. [8:47]  HIMSS 2021 & Digital Events Experience [10:14] The Future Expectations. [12:13] Healthcare Organization – Coping With COVID [17:28] Virtual & Physical Events Engagements [24:27] Events Brand Presentation – Best Approach [26:53] Robyn’s Piece Of Advice View the video here: https://healthlaunchpad.com/the-healthtech-marketing-podcast-episode-4-robyn-duda/

Marketing to healthcare is hard. We can all use a little help. Join us for The Healthtech Marketing Podcast to learn from the experts.   Dr. Jordan Tannenbaum is a physician turned CIO and CMIO at Saint Peter’s Healthcare System, New Brunswick, New Jersey. In this episode, Dr. Jordan shares about his career, and how his Healthcare organization has adapted to the COVID-19 pandemic, and how this has affected the services that their patients seek. This podcast is brought to you by HIMSS the leading healthcare technology member organization in partnership with healthlaunchpad. Key Highlights With Time-Stamps [2:18]   Dr. Jordan’s Career & Transition to Healthtech [6:37]  St. Peter’s Healthcare Coped With The Pandemic [12:05] Centralized Remote Patient Monitoring [16:05] How Technology Changed Decisions [17:35] Defining Mature Telehealth [21:16] Insights As  Target Buyer Or Influencer [24:15] Marketers Identifying Buyers Problems [27:34] Dr. Jordan’s Pet Peeves With Marketers [20:12] Advice To Marketers On Cold Calling [29:37] Dr. Jordan’s Experience On Vendor Side [33:38] Dr. Jordan’s Advice To Healthtech Marketers View the video: https://healthlaunchpad.com/the-healthtech-marketing-podcast-episode-3-dr-jordan-tannenbaum/

Marketing to healthcare is hard. We can all use a little help. Join us for The Healthtech Marketing Podcast to learn from the experts.   In this second episode of our Healthtech Marketing Podcast series, you will hear from marketing veteran, Jim Rose who leads marketing for the awesome InterSystems. Jim shares insights and candid perspectives on how to build a brand for a large poorly understood software firm. This podcast is brought to you by HIMSS and healthlaunchpad. Podcast Highlights With Timestamps [2:37] Mr. Jim Rose Career Journey [4:20] InterSystem & Focus On Customers [6:47] Creating & Building The Brand [7:48] InterSystems Initial Brand Problem [9:45] Brand Positioning Process [10:46] Problem With Software Firms [13:52] Brand Stories With Emotional Connection [17:30] How To Execute Authentic Advertising [19:00] Measuring Impact [19:55] Brand Resonating With Employees [21:26] Brand Measurement [23:08] Ad Stories With Emotional Elements [24:43] Being Specific to The Audience [25:31] Things That No Longer Work! [28:09] Targeting With LinkedIn [31:18]  Advice For Marketers View Video: https://healthlaunchpad.com/clone-of-the-healthtech-marketing-podcast-episode-2-jim-rose-intersystems/

In this First Episode of the Healthtech Marketing Podcast, you will hear from Ben Person, who leads marketing for the fast-growing Software firm, Nuvolo. This is a master class on ABM and focuses on how to make it work, how to measure it, and how to build an ABM Demand Generation Engine. This podcast is brought to you by HIMSS and healthlaunchpad. Podcast Highlights With Timestamps: [2:47] Nuvolo’s Background [3:57] Ben Person’s  Career Journey [5:32] How Nuvolo Restructured Its Marketing [7:22] Nuvolo’s Approach To Brand Awareness [9:24] How Nuvolo Implements ABM [10:11] Explaining Intent Data [11:28] Nuvolo’s ABM Campaigns [13:00] One-to-Many ABM [14:30] Linkedln Targeting [15:25] Nuvolo’s Experiences [16:53] How Nuvolo’s Measures ROI [19:43] ABM & Terminus On Sales Revenue [22:15] Ben Person’s Key ABM Advice View Video: https://healthlaunchpad.com/podcast-episode-1-ben-person/