There is a debate in some B2B circles about the value of personas. So, are they useful in complex sales? It depends.
In B2C, personas were very useful in helping align the team about whom we were selling to and how to change their behavior. In B2B sales, creating useful personas is more challenging. In our view, it’s all about creating very detailed buyer journeys.
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.
How Useful are Personas For Complex Sales?
Everything ABM Everywhere All At Once (an interview with Terminus CMO, Natalie Cunningham)
If you are looking for an excellent way to understand ABM, what it is, how it works, and what it can do for your business, listen to one of the clearest voices on the power of ABM, Natalie Cunningham, CMO of Terminus.
What Flavor is Your Buyer Collective?
In this post, we review the different “flavors” of Buyer Collective you will meet with four examples and ideas on how to market to them.
The atomic unit of ABM and B2B Marketing is the target account. The sub-atomic unit is the Buyer Collective, the group of stakeholders at a prospective account involved in the buying process.
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 .
11 Content Marketing Idea Slideshow
Great content is a fundamental part of any B2B marketing plan. Creating content is a make-or-break component, but it’s not the whole story. Getting that content in front of your target audience is as essential. Many marketers fall short on this.
Here are 11 strategies and ideas to market your content.
How Language AI and ChatGPT can Help PR Professionals Thrive
Unless you have been hiding under a rock for the last 30 days, you have probably heard of the latest advanced technology solution called Language AI, specifically ChatGPT. And chances are, you have probably tried it and have an opinion about the technology.
A B2B Social Media Masterclass with Simon Rost, GE Healthcare
Social Media has long been the domain of big consumer brands. It’s a medium that many in the B2B space still struggle with. Late last year, I had the pleasure of speaking with Simon Philip Rost, from GE Healthcare for an episode of the Healthtech Marketing Podcast with HIMSS. It was a master class in B2B Social Media Marketing at scale.
Marketing to Healthcare with Account-based Marketing and More
B2B Marketing Budget Benchmarks
How Much Should You Spend on Marketing? This question is a bit like how long is a piece of string. To help you answer this question, here is a compilation of recent data on B2B Marketing Budget Benchmarks. B2B Marketing
B2B Marketing – A Personal History
I have been involved in B2B Marketing for three decades and lived through multiple waves of change in this industry. Normally, I look ahead rather than backward, so I apologize in advance for a self-indulgent trip down memory lane. Looking back, I saw how B2B Marketing had changed dramatically and fast in a relatively short period. Here is my personal story of living that evolution.
Agile Marketing: What It Is, Why Implement It, and How to Do It
Agile Marketing has rightly been receiving a great deal of attention. For many organizations, it is becoming THE operating model for marketing.
In this post, I will share what Agile Marketing is and how it is implemented at this multi-billion dollar healthcare firm.
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
Everything ABM Everywhere All At Once (an interview with Terminus CMO, Natalie Cunningham)
If you are looking for an excellent way to understand ABM, what it is, how it works, and what it can do for your business, listen to one of the clearest voices on the power of ABM, Natalie Cunningham, CMO of Terminus.
What It Will Take for Digital Health Adoption To Happen, Dr Nick Patel, Digital Health Transformation Health Expert
Dr. Nick Patel is a highly accomplished physician, healthcare executive, and a well-known expert on digital transformation. In 2021 and 2022, he was recognized by Beckers Hospital Review as one of the 50 innovative chief digital officers to know.
If you care about digital health adoption, you will want to watch this episode.
An ABM Journey – Kelly McDermott, CMO of Caregility
Over the last two years, Kelly McDermott, Chief Marketing Officer of Caregility, has guided this leading virtual care firm through the ABM journey. They have transformed the way they market to a full-scale ABM model. I interviewed Kelly for the latest episode of the Healthtech Marketing Podcast. It was a highly insightful conversation about what it takes to transition an organization to ABM.