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.
Rethinking the ‘Dead Zone’ in B2B Purchasing
Recent research by 6sense has challenged the conventional 95:5 rule in B2B marketing, which suggests that only 5% of buyers are in-market at any given time. While this heuristic has value, it originated in B2C contexts and fails to capture the complexity of B2B purchasing processes. Based on behavioral data from 594 B2B companies, 6sense’s analysis reveals a more nuanced picture: approximately 40% of accounts show meaningful signs of buying activity rather than the mere 5% the rule would suggest.
What is Unbundled ABM?
Many organizations are exploring an alternative approach called Unbundled ABM. I heard the term late last year while chatting with ABM veteran Scott Stedman, who is pioneering the model. Scott has created a resource dedicated to Unbundled ABM.
In this post, we will define Unbundled ABM and provide the pros and cons of this approach.
The ABM Journey Years 1 through 5
In the latest episode of the Healthtech Marketing Show, I interview Erik Johnson, Harmony HIT’s VP of Marketing, a client of Health Launchpad and longtime friend of the podcast, Kelly McDermott, Caregility’s Chief Marketing Officer.
The topic of our conversation was the Account-based Marketing (ABM) journey, specifically what the first few years look like in adopting ABM and then how your marketing organization will operate after four years executing ABM.
Erik and his team began executing an ABM pilot in 2024 with the help of Health Launchpad and are scaling its use in 2025. Kelly started her ABM journey in 2020 and has been using Demandbase from the get-go.
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 Health tech Marketing Show, I delve into the GTM strategies employed by two exciting Healthcare AI solution 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
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.
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.
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 to Master LinkedIn, Build Your Brand and Win Customers (Part 4)
Turning New Connections Into Customers In this article, we continue our series on mastering LinkedIn and using it to find and convert new customers. In Part 1, we covered why you should invest your time in LinkedIn; Part 2 provided a strategic framework; and Part 3 provided guidance on creating a magnetic profile. This article
How to Master LinkedIn, Build Your Brand and Win Customers (part 3)
In parts 1 and 2, we explained why LinkedIn is worth the investment of your time and what the right mindset is to have on LinkedIn. In part 3, we look at the critical foundation of any LinkedIn strategy: Your LinkedIn profile.
Your LinkedIn profile is often the first search result when someone Googles your name.
Having a magnetic profile will help you make a great first impression.
How to Master LinkedIn, Build Your Brand and Win Customers (part 2)
In part 1, we reviewed why the LinkedIn juice is worth the squeeze. In part 2, we review what attitude you should bring to LinkedIn and the basic principles of a successful LinkedIn strategy.
Thinking about LinkedIn as a place to create and develop relationships is essential. The best analogy is that LinkedIn is the world’s biggest networking event. How would you create new relationships at a networking event?
Health Tech Marketing Insights
Why Patient Centricity Could Be Healthcare Technology’s Secret Weapon
The healthcare industry has been talking about “patient centricity” for years. But for many healthcare technology companies—especially those without direct patient-facing solutions—it remains just that: talk.
Patient centricity isn’t just for patient portals and engagement apps. It’s a success factor for every healthcare technology company, from interoperability solutions to EHR vendors.
Adam Cherrington, VP of Digital Health from KLAS Research joined my colleague Lea Chatham and I on the Healthtech Marketing Show to dig into why patient-centricity matters so much.
Why CAC Ratios Could Be Healthtech Marketing Leaders Secret Weapon
Healthcare technology marketing leaders face increasing pressure to justify their budgets while driving measurable results. When it comes to setting budgets, traditional approaches of allocating a percentage of revenue to marketing are proving insufficient for today’s data-driven executives and boards.
The latest analysis from Ray Rike and Benchmarkit is a must-read for marketing leaders. His research provides compelling evidence that Customer Acquisition Cost (CAC) ratios offer a more sophisticated, defensible framework for budget planning. This is especially valuable for healthtech companies with their typically higher acquisition costs and longer sales cycles.
The Evolving Healthcare IT Buyer Journey
We were lucky to get a sneak peek at the recently released 2025 Healthcare IT Buyer Survey from HIMSS. This offers a glimpse into how these dynamics are shifting.
And they are shifting!
With 211 responses from key healthcare decision-makers, this annual research provides important data for healthcare technology marketers. Most importantly, 91% of the respondents are either primary decision-makers or have significant influence in the tech buying process, making this data particularly valuable.
The Health Tech Marketing Show
Presented by HIMSS and Health Launchpad
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 Health Launchpad.
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 [email protected]
Getting Patient-Centric: Advice for Healthtech Marketers
At the end of the day, everything we do in healthcare is about how it impacts patients. As healthcare technology marketers, it is easy to lose sight of that as we are all so focused on targeting the buyers in healthcare organizations. This episode will inspire you to get more patient-centric and provide some very
How HealthTech Leaders Optimize Their Marketing Pipeline
In this episode of The HealthTech Marketing Show, guest host Mark Erwich leads a deep dive into pipeline optimization and deal acceleration, featuring expert insights from healthcare tech marketing leaders Amy Swanson and Michael Passanante. They discuss the essential strategies for aligning teams around pipeline goals, the use of collaborative scorecards for performance measurement, effective
What is Unbundled ABM and Why Should You Care
In this episode of The HealthTech Marketing Show, I am joined by Mark Erwich, Chief Strategy Officer, and Paul Vandre, Account Director and Digital Lead, to discuss the concept of “unbundled Account-Based Marketing”. The conversation explores the differences between enterprise-level ABM platforms like Demandbase and the unbundled approach that Health Launchpad has been implementing. Mark
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