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.

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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How to Design an ABM Pilot

How do you get started with ABM? The obvious answer is an ABM Pilot. Based on the discussions we have been having, the vast majority of healthcare technology firms are considering account-based marketing (ABM), and many plan to pilot it this year. To help you on this journey here is our guide on designing an

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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 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

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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healthcare CIO challneges

The Health care 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 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

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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How To Create an Effective Buyer Journey with Mike Campana

In this episode of the Healthtech Marketing Show, Adam Turinas and Mike Campana, a long-time healthcare IT marketing executive, discuss buyer journey mapping. In Mike’s view, the traditional marketing funnel is flawed. Buyer journey mapping is a better way to understand buyer behavior and develop a plan to engage buyers throughout their journey. Mike walks

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The Latest in Using AI to Transform Your Marketing

In the final session of the Healthtech Marketing Summit, Casey Meehan, AI and Marketing specialist and long-time partner of Health Launchpad, took the stage to share his insights on how to harness the power of AI to transform your marketing efforts. Casey has a decade of experience running a content marketing agency and a passion for AI that dates back to 2018. Casey has become an expert in integrating AI into various aspects of marketing, from content creation to campaign optimization and decision-making processes.

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