In account-based marketing (ABM), account selection is the first step in the ABM process and, in my view, the most important activity. And most companies don’t do it well. In this post, we will explain why ABM Account Selection is so critical to get right, and I will help you develop an account prioritization matrix that works for you.
Healthcare Sales and Marketing Learning Center
Latest Blog Posts
Account-Based Marketing Strategy
Account-based Marketing for healthcare and healthtech is our driving passion. It's what we do. To help you become ABM superstars, we have created dozens of articles, podcasts, webinars on ABM, especially focused on the issues faced in selling to healthcare organizations.
ABM Account Selection
Check out the ABM 101 Course on the New Buzz B-School
Learn the fundamentals of ABM, challenges with current B2B marketing environment, what ABM is, why it matters and get to grips with the 7 basic principles of ABM.
Why an Obsession with Buying Groups Will Improve Your Marketing
If Accounts are the atomic unit of ABM, then buying groups are the protons and electrons. In B2B and especially in ABM, Buying Groups, Buyer Groups, Buyer Collectives, Buyer Circles – whatever you choose to call them – are a fundamental concept. And it’s one we obsess over. In this post, we will dive into buying groups: What they are and why a better understanding will change how you market.
Entering the US Healthcare Market
We have first-hand experience in what it takes to enter and build a business in the US healthcare market. To help you assess your opportunity, we have created a series of articles specifically for those considering entering the US healthcare market, including our one-of-kind US Healthcare Market Segmentation.
Resources for Healthcare Rookies
Starting work in healthcare is like entering a parallel universe. Nearly everything is different. The business dynamics, the purpose of the organizations, and the economics are alien to anyone who, like me, has spent a career in other industries. Over the last few years, we have written posts and articles that we hope will be helpful for anyone trying to get to grips with healthcare.
The US Healthcare Market Segmentation
At healthlaunchpad, we help companies enter the US market. One of the first areas they want help with is understanding the US healthcare market segmentation. How is this $3.6 trillion market organized?
Cross Screen Media – A Healthcare Market Entry Case Study
In this post, I will review why Cross Screen Media decided to enter the US healthcare market, and how they approached this. I will then dive into how healthlaunchpad helped them in this strategy and some of the keys to the success
Content, Digital and Social Media Marketing
We help many healthtech firms create and execute effective social, digital and content marketing programs. Check out our blogs, podcasts, articles and videos on best practice in social, digital and content marketing .
What to Post to Engage Your LinkedIn Connections and Followers
In this blog post, I will share my analysis of a 12 months of LinkedIn posts and what I learned about what has helped to engage my LinkedIn connections and followers. I dive into the types of content, format and tactics that have increased engagement over a year.
Our Four Corner Inbound Marketing Engine
In this post, I will describe how we created a highly effective Inbound Marketing Engine. When I launched healthlaunchpad, I felt that I had unfinished business. In my software startup, Uniphy Health, I had been very frustrated by our inability to build a sustainable marketing engine.
The Impact of ChatGPT on Content Marketing – Casey Meehan
Unless you have been hiding under a rock in the last six months, you will be aware that ChatGPT is a big deal. It affects marketing in many ways, not least content marketing. Generative AI has been making a gradual impact on Content Marketing for a few years. ChatGPT 4 could be transformative. If you are a content marketer concerned about the impact, fear not generative AI can give you superpowers, but you have to take action to master it.
Marketing to Healthcare with Account-based Marketing and More
Are In-Person Events Worth the Investment?
When I ran a software company, we agonized over spending on the HIMSS Global conference and regional HIMSS events. We also struggled with how do virtual events well. In this post, we will dive into questions I have wondered about for two decades: What is the value of in-person events, is there a positive ROI and are virtual events the future of events?
What To Look For in a B2B Healthcare Marketing Agency
In Season 10 of one of my favorite shows, Curb Your Enthusiasm, Larry David is so effronted by the experience at Mocha Joe’s coffee store that he opens a spite store next door called Latte Larry’s. Starting a spite business has much to do with how I turned healthlaunchpad into a B2B Healthcare Marketing agency. Here are the ten criteria, I have learned are what B2B Healthcare Marketers look for in selecting the right agency.
10 Last-Minute + 1 Bonus Pre-HIMSS Marketing Tips
Ah, the last week’s push to HIMSS… the time when event marketers feel the adrenaline rush (and maybe even have some sleepless nights) that comes with knowing the efforts put toward planning are about to come to fruition. The curtain is coming up on the stage, and you’re turning the script over to the team responsible for staffing the show.
The Healthtech Marketing Podcast
Presented by HIMSS and healthlaunchpad
Marketing to healthcare is hard. We can all use a little help. Join us for the Healthtech Marketing Podcast to learn from the experts. Each episode features an experienced healthcare technology marketing leader who shares tips, insights and how to’s on a specific topic. Episodes include ABM, brand strategy, international expansion, content marketing and more.
This podcast is brought to you by HIMSS and healthlaunchpad.
With over 20 episodes published, we have interviewed executives at Intersystems, Nuvolo, UAB Healthcare Systems Feedback, Saint Peter's Healthcare, Steady MD, H1, SpinSci, Snoball, RxRevue (now Arrive Health), DAC Group, Equum Medical, IHES, PerfectServe, Smile Digital Health, Health Recovery Solutions (HRS), Renegade Marketing and more.
These interviews have covered:
- Insights about selling to healthcare from multiple healthcare IT buyers
- Account-based marketing strategy
- B2B marketing
- Brand strategy
- Messaging approaches
- Agile marketing
- Networking
- Content marketing
- In-house agency management
- SEO
- Sales and marketing integration
- Social media markeing
- Events marketing
- Ethnographics
- Marketing a start-up
We are always looking for new topics. If you are interested in being included, please email me at adam@healthlaunchpad.com
The Impact of ChatGPT on Content Marketing – Casey Meehan
Unless you have been hiding under a rock in the last six months, you will be aware that ChatGPT is a big deal. It affects marketing in many ways, not least content marketing. Generative AI has been making a gradual impact on Content Marketing for a few years. ChatGPT 4 could be transformative. If you are a content marketer concerned about the impact, fear not generative AI can give you superpowers, but you have to take action to master it.
All About Social Selling – Anita Windisman, Bluesquare Collective
In this episode of the Healthtech Marketing Podcast, I interviewed Anita Windisman, a LinkedIn and social selling guru. Anita is a confounder of Blue Square Collective. She is a very highly regarded expert in social selling. At Blue Square, she helps companies master digital and social selling. Before founding, Blue Square was a Customer Sucess leader with LinkedIn in Europe.
The Partnerships Episode – Jenna Chambers and Brittany Jones
In this episode, we are doing something a little unusual, and we have two terrific guests today in this special episode on partnerships. This is a deep dive into the whole area of sales and marketing partnerships.
We dive into how both companies leverage partnerships for growth and delivery, the strategic importance of partners, especially in customer success, how they find, qualify and engage partners, what makes a successful partnership and more.