brand positioning strategy for enhanced lead generation

Brand Positioning Strategy In B2B Healthcare Marketing – Case Study

In our previous post, Jim Rose, Head of Global Marketing at InterSystems, took us through how they have successfully built their IT healthcare brand. In this video, he speaks to Adams Turinas, the CEO of healthlaunchpad on how brand positioning strategy in B2B healthcare marketing is critical for efficient and cost-effective lead generation.

Brand Positioning Strategy – Key Video Highlights

In the video below, Jim shares valuable insights on the following:

  1. The importance of  building a strong brand
  2. How brand positioning improves lead generation’s cost-efficiency
  3. How one company has depended on its strong brand to attract target customers

We hope that as a healthtech marketer, you will find valuable insights in this post which you can apply to popularize your organization’s brand

Brand Building Vs. Lead Generation

Jim talks about how building a strong brand is the most efficient and most effective technique for lead generation.

This is because, without a strong brand, you will be spending the same amount of money per week through advertisements or other lead generation techniques.

As a result, it will be very difficult to improve the cost and efficiency of your lead generation.

Attracting Customers Through Brand Positioning

Jim further explains that with a strong brand or an effective brand positioning strategy, customers will come to you because they already know about your brand.

For example, Apple does not have to undertake any lead generation campaign. This is because they have built a strong brand that their target customers already know a lot about.

And so, like other strong brands, when they have a new product, all they do is announce it to attract customers. They don’t have to do any real lead generation.

Building a Strong Brand For Lead Generation- Video


Relevant Links

Posted by Adam Turinas
Posted in Brand Marketing on March 12, 2022

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About the Author Adam Turinas

Hi, I am Adam Turinas, Healthlaunchpad's founder. I am passionate about helping healthtech firms succeed through better sales and marketing. I have hard-earned experience in healthcare technolgy as I started two healthcare businesses in the US, the first with zero healthcare experience. We sold the second business to a strategic buyer seven years later. Over 9 years building a healhtech businesses, I have learned how to sell and market effectively to healthcare organizations. Prior to this, I spent two decades in digital marketing across healthcare and other consumer industries where I sold over $100 million in products and services to corporations and healthcare orgs. I would love to talk with you. You can book a call with me on the right hand side. Best Adam (This is page 0 of many)