Health Tech Marketing Learning Center

Latest Blog Posts

Account-Based Marketing Strategy

Account-based Marketing for 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.

The Evolving Role of SDRs in Health Tech: From Cold Calling to ABM

In today’s evolving health tech landscape, the role of Sales Development Representatives (SDRs) is transforming. As companies navigate longer and more complex sales cycles, SDRs play an even more important link between Marketing and Sales. In this post we dive into how to build an effective SDR operation.

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revenue growth

Your Secret Weapon: Focusing on Data to Unlocking Revenue Growth

Today, I want to share my perspective on how data empowers strategic decision-making in three crucial revenue growth areas: sales planning, forecasting, and optimization. This approach will help your team focus and drive meaningful results.Imagine navigating a vast ocean without a compass. In the dynamic world of revenue operations, data serves as our compass, guiding us towards sustainable growth and market leadership. As a seasoned CRO, I’ve witnessed firsthand the transformative power of data-driven insights. 

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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. This will equip you with the health tech marketing skills to succeed in new markets.

How to Scale a Healthcare AI Solution: Go-to-Market Approaches

In this week’s episode of the Healthtech Marketing Show, I delve into the GTM strategies employed by two exciting Healthcare AI startups. My interviews with two up-and-coming star CEOs, Matt Ko and David Zakariaie, demonstrate two very different GTM approaches.  Personal Journeys: Turning Challenges into Opportunities In today’s rapidly evolving healthcare industry, artificial intelligence (AI)

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health tech trends

Health Tech Trends for 2024 With Healthcare IT News’ Mike Miliard

I recently had the pleasure of hosting Mike Miliard, Executive Editor at Healthcare IT News, on the inaugural live video session of the Health Tech Marketing Show podcast. We covered a lot of ground discussing the major healthcare IT trends shaping up for 2024. 

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digital health market

Making Sense of the Rollercoaster in the Digital Health Market

Digital health has been on a wild ride over the past few years. After a frenzied boom with sky-high valuations and investor enthusiasm, 2023 saw the wheels come off for many companies. I sat down with digital health legend Matthew Holt to make sense of it all and see what’s next for the industry.

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Content, Digital and Social Media Marketing

We help many healthtech firms create and execute effective social, digital and content marketing programs. This underpins a successful health tech marketing strategy. Check out our blogs, podcasts, articles and videos on best practice in social, digital and content marketing .


How Search-Generative Experience (SGE) Could Transform SEO

In this post, I will dive into a subject that is both exciting and terrifying. What is AI’s impact on SEO, particularly the coming of Search-Generative Experience (SGE)?  As healthcare technology marketers, we rely on search engine optimization (SEO) and content marketing to attract prospective buyers. However, the SEO and content marketing playbook could be rewritten if and when Google scales up Search Generative Experience (SGE).

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inbound marketing model

Driving Growth with The 4-Corner Inbound Marketing Model

I am a passionate about inbound marketing. In this post, I will share what I have learned works. We call it the 4-Corner Inbound marketing Model. I have found that 50% of new business comes from our inbound marketing model. The other 50% originates from referrals, likely heavily influenced by the content they’ve been exposed to through our inbound approach.

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First Party vs Third party Cookies – What’s Going On?

In this episode of the Healthtech Marketing Show, host Adam Turinas interviews digital marketing expert Paul Vandre on what is happening in 2024 with cookies: What cookies are, the differences between first and third-party cookies, and Why major browsers like Google Chrome are phasing out third-party cookies.

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Health Tech Marketing Insights

healthcare CIO challneges

The Healthcare CIO’s Perspective: How They Research, Buy & Want to Be Sold To

I recently had the pleasure of speaking with JD Whitlock, the Chief Information Officer (CIO) at Dayton Children’s Hospital, on The Healthtech Marketing Show.  This is a deep dive into healthcare CIO challenges and how this impacts how you sell to them.

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The Evolving Healthcare IT Buyer Journey: New Research and Insights on Healthcare Purchasing

HIMSS recently conducted an insightful study on the evolving healthcare IT (HIT) buyer journey to understand how HIT purchase decisions are made in today’s complex healthcare environment. The research was presented for the latest The Healthtech Marketing Show Live. This included insights from a panel of healthcare marketing experts, including Matt Carollo (HIMSS), Kaycee Kalpin (Premier Inc), Karsten Russell-Wood (Equum Medical), and your truly, as host Adam Turinas (healthlaunchpad).

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b2b healthcare marketers

The Changing Buyer Journey: Key Insights for Healthcare B2B Marketers

Understanding the buyer journey has become increasingly complex, especially for Healthcare B2B Marketers, with buyers conducting more self-directed research before engaging with vendors. Marketers must rethink their strategies to attract and influence prospective buyers in this environment. Fresh research from Endeavor Business Media’s annual B2B marketing benchmark report sheds light on key trends and best practices.

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The Health Tech Marketing Show

Presented by HIMSS and healthlaunchpad

Marketing to healthcare is hard. We can all use a little help. Join us for the Healthtech Marketing Show 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 40 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

Brand Storytelling Strategies for Healthcare Technology

In today’s crowded and noisy healthcare technology market, crafting a compelling brand story is more critical than ever for companies looking to differentiate themselves and capture the attention of their target audiences. Effective brand storytelling can humanize your technology, build trust with prospects, and ultimately drive business growth. 

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Beyond Profit: The Power of Purposeful Branding in Healthcare

In the competitive landscape of healthcare technology, standing out from the crowd can be a daunting challenge. With countless vendors vying for attention, it’s easy to get lost in the noise. However, some organizations find success by focusing on something more profound than profit: purposeful branding. By aligning their mission, vision, and values with a

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The Evolving Role of SDRs in Health Tech: From Cold Calling to ABM

In today’s evolving health tech landscape, the role of Sales Development Representatives (SDRs) is transforming. As companies navigate longer and more complex sales cycles, SDRs play an even more important link between Marketing and Sales. In this post we dive into how to build an effective SDR operation.

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