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.

Start With the Right Account-Based Marketing Metrics and Work Backwards

I want to suggest a different way of thinking about account-based marketing (ABM). Start with what you want to measure and work backward. Specifically, which account-based marketing metrics give you a clear picture that you are improving the outcomes of your marketing?

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How to Create an Effective Customer Marketing Strategy

In this post, we will review why customer marketing is important, the foundations of a good customer marketing program, how to turn customers into advocates, how to manage negative feedback, and how to implement a customer marketing program that will grow the top-line.

This is a topic that’s near and dear to my heart. Health Launchpad is the sixth business I have started and, in all honestly, the most successful in terms of winning net new clients. We have secured over 33 new logos in 4 years. Only now, in year 4, are we really starting to see the upside of growth from existing customers.

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account based marketing vs inbound marketing

Account-Based Marketing VS Inbound Marketing? No, It’s AND

Most healthcare IT firms have either implemented or are considering ABM (more on this later this month). But many hesitate to get started. One of the obstacles is the tradeoff between Inbound marketing and ABM. This post shows that it’s not about Inbound vs ABM but how Inbound & ABM work together.

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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 Health care 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 Health care 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 health care industry,

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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 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.

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AI and SEO

Is AI Eating Your SEO?

In this post, we examine AI and SEO and, more importantly, the toxic effect one has on the other. This is personal! Search Engine Optimization (SEO) has been a significant growth driver for my business. The combination of educational content and an intentional SEO strategy has driven 10X increase in traffic in 3 years. 50%

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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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Health Tech Marketing Insights

The Untapped and Misunderstood Opportunity in Rural Health

In this episode of the Healthtech Marketing Show, Karsten Russell-Wood, the Chief Marketing and Experience Officer of Equum Medical and I talked about Rural Health.

For a city boy like me this was a great education.

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How Demand Generation is Evolving in Healthtech Marketing

At the recent Healthtech Marketing Summit hosted by Health Launchpad, a panel of industry leaders delved into the strategies, challenges, and opportunities that are reshaping health tech marketers generate demand. The panelists, including Matt Carollo from HIMSS, Hannah Drake from Health Launchpad, Lucy Railton from the Drumond Group, and Adam Rosenberg from RxLightning, shared their

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The Value of Buyer Intent from Healthcare Comparison Websites

Marketers always seek an edge to connect with potential buyers at the right time with the right message. In most B2B categories, comparison websites provide a good way to identify in-market prospects.  Beyond simply facilitating matches between buyers and sellers, these comparison websites also sit on a treasure trove of data that can unveil powerful

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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

The Untapped and Misunderstood Opportunity in Rural Health

In this episode of the Healthtech Marketing Show, Karsten Russell-Wood, the Chief Marketing and Experience Officer of Equum Medical and I talked about Rural Health.

For a city boy like me this was a great education.

Read More

How is AI Making an Impact on SEO with Karen Finn, PhD and Danny Goodwin

In this week’s episode, host Adam Turinas takes a hard look at the impact of AI on Search. Adam is joined by Danny Goodwin,  Managing Editor of Search Engine Land & SMX and Karen Finn, PhD,  Health Launchpad’s SEO Lead. Adam, Danny, and Karen go deep on how artificial intelligence is reshaping the way SEO works or, more to the point, doesn’t work so well anymore, and what it means for healthcare technology marketers.

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Marketing to Existing Customers with Mark Erwich

In this episode of the Health Tech Marketing Show, Adam is joined by Mark Erwich, a super-experienced healthcare technology marketer, to discuss the importance of customer marketing and how to implement it in your organization effectively.

Given how hard it is to win new customers, keeping and growing your current customers is even more important. t is much easier and more cost-effective to retain and grow current relationships than to acquire new ones.

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