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 Modern Marketing Measurement Checklist
In a post on the top issues health tech marketers in 2025, we reported that the #1 issue facing health tech marketers is how to develop new frameworks for measuring their impact and how that aligns with modern buying behaviors. And buying behaviors are changing. Healthcare organizations take longer to make decisions (at least 13 months), involve

The Big Pipeline Rethink
One of the highlights of 2024 was chatting with Colin Hung from Swaay Health. Colin interviewed our Chief Strategy Officer, Mark Erwich, and me to discuss how healthcare technology marketers are changing the approach to pipeline development. Swaay Health featured this rethink of the healthtech pipeline in an article you can read here.

The New Healthtech Marketing Playbook Webinar
On December 13th, my colleague Mark Erwich presented a thought-provoking webinar on the New Healthtech Marketing Playbook. This provided fresh data on B2B buyer behavior and what this means for marketing. This included a perspective on developing an effective marketing strategy and actionable guidance on measurement.
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 .

Programmatic Advertising – Sewer or Savior
In the latest episode of The HealthTech Marketing Show, we take a deep dive into programmatic advertising in healthcare marketing with Scott Stedman, founder of the B2B agency Imaginarium, and Paul Vandre, Account Director at HealthLaunchpad.
Dive is the operative word, as many marketers think programmatic is a sewer. However, if used the right way, it can be a very effective tool for B2B marketers.

My Insane LinkedIn Routine
LinkedIn has been fundamental to Health Launchpad’s success. After five years of operation, it is on track to 10X its business. Over the next three days, I will explain why and how LinkedIn has been instrumental in this in three articles.
In this post, I review why I use LinkedIn, how this fits into our growth strategy, the results delivered, and how I got started; I will dive into my six-step routine, and I will cover Do’s and Don’ts.

How to Use AI in B2B Inbound Marketing
In this post, we will provide some “Do’s and Don’ts” in How to Use AI in B2B Inbound Marketing. Specifically how AI-based function like Search Generative Experience need to be considered in your strategy and your content plans. We have been very excited about AI’s potential to turbocharge our B2B Inbound Marketing activities but there is a downside to AI, and we have been learning about it firsthand.
Health Tech Marketing Insights

Is flat the new up with SEO?
Six months ago, I shared that our search-driven traffic had dropped 17% in the prior 6 months. The root cause? AI. It was driving me nuts. SEO and especially non-branded terms had helped to drive 10X growth in website traffic since 2020 There seemed to be two significant factors behind this – both are AI-related.

The Top Five Marketing Challenges for Healthtech Marketers in 2025
So what do healthtech marketers view as their biggest challenges in 2025? How will they adapt to changes in buyer behavior and what are their priorities? To help with these questions, we analyzed recent conversations with health tech marketing leaders to bubble the big issues that will be their most significant challenges this year. Over

10 Essential Questions About Product Marketing in Healthcare Technology for 2025″
I ran a session with The Healthtech Marketing Network on Product Marketing late last year. The awesome Michael Gemmati Jr. 🧙♂️, Bryan Schnepf and James Lu facilitated these sessions. These three have a rich pedigree in Healthtech Product Marketing and have a combined half a century of experience.
Here are ten questions with best-practice answers to these big questions on health tech product marketing.
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]

The Four Personas of Healthcare Technology Marketing Leaders
Which One Are You? Over the last couple of years, we have spoken with dozens of healthcare technology marketing leaders. It seemed like there were several key personality traits that defined the type of marketing leader they each were. So I thought, “I wonder if we can create personas that bring these to life?” We

It’s Time to Rethink B2B Healthcare Pipelines (Podcast with Swaay Health)
Traditional B2B marketing tactics are losing their edge in healthcare, and industry leaders are taking notice. In this week’s episode of The HealthTech Marketing Show, Colin Hung from Swaay Health led an insightful discussion with Mark Erwich, Chief Strategy Officer at Health Launchpad, and I, exploring the changing landscape of pipeline management and marketing strategies

The Top Five Marketing Challenges for Healthtech Marketers in 2025
So what do healthtech marketers view as their biggest challenges in 2025? How will they adapt to changes in buyer behavior and what are their priorities? To help with these questions, we analyzed recent conversations with health tech marketing leaders to bubble the big issues that will be their most significant challenges this year. Over
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