Account-based Marketing Strategy
Account-based Marketing (ABM) is becoming THE way technology and services companies build their B2B revenues. It is catching on in healthcare and with good reason. Healthcare buying processes are complex, involve many stakeholders and take forever.
The discipline and technology-enabled tactics of an ABM strategy can help any business selling to healthcare organizations improve their win rate, shorten the sales cycle and increase deal sizes. The problem is that implementing ABM successfully is hard. It takes time, experimentation and expertise to master ABM. We can help you get their faster and more successfully with an improved strategy.
Kickstart Your Program With the ABM Playbook

The ABM Playbook is healthlaunchpad's proprietary and battle-tested ABM strategy development approach. Over the course of 4-6 weeks, we will work collaborartively wth you and your team to develop your ABM Strategy. The outcome is a clear vision, an aligned tea and a detailed game plan to get your ABM program moving in the right direction. The playbook includes:
- Goals
- Target Account Plan, ICPs and Personas
- Engagement and content marketing
- Technology and data selection
- Sales and marketing process (team alignment)
- Measurement plan
- Roadmap including 30/60/90 day plan
This blog post explains the steps in the process in more detail.
Our ABM Process

Target:
Set goals
Ideal Customer Profile definition
Persona development
Target list definition
Intent definition
Data sourcing
Engagement:
Strategic framework
Messaging
Content strategy and planning
Digital strategy and planning
Search audit and strategy
Amplification plan (PR and influencer marketing)
Conversion:
Sales and marketing operating model
Qualification definition
Tactical planning (email, sales aides, webinars, etc)
Optimization:
Measurement
Testing plan
Implement A/B tests
Identify improvements
Implement improvements
Book a call to discuss your ABM Strategy
Our goal in this session is to get to know you, understand your challenges and provide immediate suggestions.
In this 30-minute call, we will listen to what you are working on and what's stopping you from achieving your goals. We will give you objective advice and see if we can help.
Blog Posts on ABM Strategy

The Modern Marketing Measurement Checklist
In a post on the top issues health tech marketers in 2025, we reported that the #1 issue facing health tech marketers is how to develop new frameworks for measuring their impact and how that aligns with modern buying behaviors. And buying behaviors are changing. Healthcare organizations take longer to make decisions (at least 13 months), involve

The Big Pipeline Rethink
One of the highlights of 2024 was chatting with Colin Hung from Swaay Health. Colin interviewed our Chief Strategy Officer, Mark Erwich, and me to discuss how healthcare technology marketers are changing the approach to pipeline development. Swaay Health featured this rethink of the healthtech pipeline in an article you can read here.

The New Healthtech Marketing Playbook Webinar
On December 13th, my colleague Mark Erwich presented a thought-provoking webinar on the New Healthtech Marketing Playbook. This provided fresh data on B2B buyer behavior and what this means for marketing. This included a perspective on developing an effective marketing strategy and actionable guidance on measurement.