Welcome to the Healthtech Marketing Show
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 B2B marketing, HIT Marketing trends, ABM, brand strategy, digital, and content marketing and more.
We're always looking for new topics. If you are interested in being included, please email me at [email protected].
Presented by Health Launchpad, and Healthcare NOW Radio
Latest Episodes of the Healthtech Marketing Show
How We Grew Inbound Meetings 89% by Optimizing for AI Search
Over the last six months, Health Launchpad has seen inbound meetings grow by 89% year over year, direct and referral traffic increase by 3.6x, and session engagement run 35% longer from AI-sourced visitors. Perhaps most telling, prospects are regularly showing up to first calls already familiar with who we are and what we do,
How Intimate Events Drive Deeper Pipeline
In this episode, I sit down with two guests who are doing something genuinely different in the world of healthcare events, and they represent two very different moments in the buyer journey. First, Jane Bogue, SVP and Chief Growth Officer at CHIME, gives a refreshingly honest take on how to get real value from
What Actually Makes Event Marketing Work in Healthtech
Big events like HIMSS and VIVE are the biggest single investment for many health tech marketing companies. They serve many needs, but there is always an expectation of a positive ROI from them. In this week’s episode, I go deep with two highly experienced and brilliant health tech marketers on their strategies for creating
The Thought Leadership Gap in Healthtech
A lot of healthtech thought leadership is interchangeable. Swap out the logo, change the company name, and much of the time, nobody would notice. In this episode what great thought leadership looks like and how it happens. Adrianna Hosford is the Chief Communications Officer and Head of Marketing at Artera, the AI patient communication platform
The AI Pipeline Growth Roadmap: Framework to Action
If you’ve been following this series on AI and pipeline growth, this is the episode where it all comes together. Over the past five episodes, I’ve walked through four pillars of an AI-driven pipeline growth framework: signal intelligence, orchestration, execution and acceleration, and governance and learning. In this final episode, I want to help
How To Revitalize Your Brand
Brand is one of those words that can clear a room in a B2B company faster than almost anything else. The moment you say it, someone in the C-suite starts thinking about pipeline, not long-term equity. I know that instinct well. But in this episode, I want to make the case, through two genuinely
What Does Your AI Know? The Governance Framework for AI-Powered Pipeline Growth
Welcome to the fifth installment of our series on using AI to grow your pipeline. In this episode, I am taking a deep dive into a topic that many marketers mistakenly treat as a boring compliance chore: governance and learning. In the high-stakes world of healthcare technology, where trust is our primary currency and sales
Pipeline Optimization Revisited
In this episode, I am revisiting one of our most popular and enduring discussions on pipeline optimization. Last year, guest host Mark Erwich led a deep dive into pipeline optimization and deal acceleration, featuring expert insights from healthcare tech marketing leaders Amy Swanson and Michael Passanante. The conversation that Mark, Amy, and Michael had
AI-Enabled Growth – Execution and Acceleration
In this episode, I am joined by Chris Marin, Associate VP of Digital Marketing at Inovalon, for a deep dive into how AI is moving from an experimental science project to a core piece of operational infrastructure. Chris brings a technologist’s perspective to marketing and shares practical ways his team is using integrated AI
How to Create Memorable Trade Show Experiences in Healthcare
In this episode of The HealthTech Marketing Show, I am joined by two of my colleagues from Health Launchpad, Design Lead Pepper Fee and Account Director Amy Hamilton. Both Amy and Pepper bring decades of experience in healthcare IT marketing and design to the table, having managed everything from massive trade show booths for global
Orchestration – The Decision Layer of AI Growth
If you’ve been following our series on using AI to grow your pipeline, you know we’ve already covered how to spot early buyer signals. But here is the reality: even the most sophisticated signal detection won’t build your pipeline on its own. Pipeline is built through decisions. In this episode, I’m diving into the
Surviving and Thriving in 2026
Healthcare marketers are having to navigate massive shifts across the industry, including shrinking ROI timelines and increasingly complex buyer committees. In this episode, I’m joined by my two colleagues and fellow Health Launchpad principals, Mark Erwich and Matthew Piette, for a conversation about what it means to be a marketing leader in healthcare right
AI and Signal Intelligence
While most of us are already using AI for research and content creation, very few healthcare marketing teams have figured out how to use it to drive measurable top-line revenue. In this episode, I dive into the critical first pillar of using AI to grow your pipeline: signal intelligence. I explain why interpreting patterns
Right-Sized ABM with Brianna Miller
Does ABM have to be complicated and expensive? Brianna Miller doesn’t think so, and she will tell you why. In this episode, I sit down with Brianna Miller, the Director of Demand Generation at Cohere Health, to tackle one of my favorite subjects, Account-Based Marketing (ABM). We discuss why ABM does not have to
The AI Pipeline Growth Gap
In this episode, I am kicking off a new series with a simple warning: mind the gap. Specifically, I am addressing the AI Pipeline Growth Gap, which is the massive disconnect between using AI for tactical content creation and using it to actually generate revenue. While recent surveys show that over 93% of healthtech
Is Sponsored Media as Trusted as Earned Media?
I am thrilled to welcome John Lynn, Founder and Chief Editor of Healthcare IT Today, back to the show to discuss the significant evolution of sponsored content in our industry. In this episode, we explore how the market has shifted away from simple display advertising toward educational storytelling that builds genuine trust with buyers.
Context is Everything
In this first episode of 2026, I want to address a frustration that has been bugging me and likely you as well. We have all seen how impressive tools like ChatGPT, Claude, and Gemini can be, yet when we use them for specific content creation or strategy, the results often feel shallow or generic.
Healthtech Marketing Predictions for 2026
We’re closing out the year by looking forward. In this episode, you’ll hear a range of voices from across healthtech marketing, growth, PR, podcasting, and the Health Launchpad team as they share what’s already starting to shift beneath the surface—and what that means for the year ahead. Some of the predictions may feel inevitable.
AI Quick-Take: What’s All The Fuss About Gemini?
There has been a lot of buzz about Gemini 3, Google’s LLM. In this episode, I dig into Google’s big announcement and try to get past the hype to what it really means for healthtech marketers. Google is positioning Gemini 3 as a highly multimodal, context-aware AI system that can handle text, images, data,
Building a Brand in Healthcare’s Most Competitive AI Market
Brand has become the B-word in our industry. It’s almost viewed as a dirty word in certain C-Suites and marketing leaders bring it up at their peril. But let’s face it, without a strong brand, your sales are going nowhere. And this is especially the case in healthcare technology, where buyers have favorites and
AI Quick Take – AEO vs SEO
Is Answer Engine Optimization (AEO) really just SEO with a fresh coat of paint, or are we looking at something fundamentally different? This question has been nagging at me for weeks, and in this AI Quick Take I try to answer it. This started with a lunch conversation at the Marketing AI Conference in
Building Resilience in Healthcare Marketing
Healthcare is facing a “perfect storm”. And it’s a perfectly bad one! In this episode, I sit down with Mark Erwich, Health Launchpad Chief Strategy Officer. Mark is a healthcare technology marketing veteran with over 20 years in the industry. Mark and I discuss “the perfect storm” facing healthcare providers, and why traditional growth-focused messaging
AI Browsers Are Coming for Your Buyer Journeys
One of the biggest challenges is that buyers control the buying process, and they don’t want to talk to vendors until they are good and ready. They do their research, talk to peers and analysts, do more research, and eventually, after several months, they will speak to a handful of vendors. And by then
Our AI Story
In this milestone 100th episode of The HealthTech Marketing Show, I reflect on the journey to reach this point and share something we’ve never done before—opening up about what we’ve been building at Health Launchpad with AI. The first episode launched almost four years ago with my friend Ben Person, and while there have
AI-First Marketing at Scale
This may be my favorite ever episode. And it’s a doozy! I sat down with Nick Panayi, CMO of Inovalon, to explore one of the most comprehensive AI adoption stories I’ve encountered in healthcare technology marketing. Nick leads a 95-person marketing team at this 2,000-employee data and solutions company, and what they’ve accomplished in
AI Quick Take – Marketing Leader to AI Agent Builder
In this episode, I speak with Susan Roth, Senior Director of Marketing at Netrality Data Centers, about her remarkable journey from marketing leader to AI agent builder. Susan shared how she went from being uncertain about AI’s role in marketing to becoming a pioneer in building sophisticated AI workflows and agents, while managing a
AI Cohort Research – State of AI in Healthtech Marketing
In this episode, I’m joined by three exceptional members of our Healthtech Marketing Network – Mariana Small, Elena Putilina, and Amy Swanson – who spearheaded our first-ever AI Cohort project. Together, they surveyed over 100 healthtech marketing leaders to understand how our community is actually using AI in their day-to-day work, moving beyond the
AI Quick Take – Digital Twinning
In this AI Quick Take episode, I take a look at one of the most fascinating yet misunderstood applications of AI in healthcare: digital twins. While this concept has been around in engineering and technology circles, I wanted to explore what it really means for us as healthcare marketers and why it could be
AI Quick Take: Mastering Prompt Engineering
In this AI Quick Take episode, I explore the critical concept of prompt engineering. This skill is fundamental in transforming how you use AI tools like ChatGPT, Claude, and Perplexity in your professional work. Most people are using these robust AI systems like glorified search engines, but to unlock their full potential for marketing,
LinkedIn WTF?!
In this episode, I delve into a topic that has been personally frustrating me and affecting numerous other LinkedIn users – the significant decline in organic reach and engagement on the platform. LinkedIn has been instrumental in building Health Launchpad‘s brand over the years, but like many others, I’ve noticed it’s simply not working
AI Quick Take – Model Mania
In this AI Quick Take, I do my best to demystify the confusing landscape of AI models that’s been a little overwhelming. The AI world feels like the mid-’90s browser wars all on steroids, with multiple companies vying for dominance, each with its own approach and philosophy. I started by breaking down the major
Creating a new Category in the Middle of the AI Revolution
In this episode, I sit down with Kristin Russel, CMO of symplr, to unpack how she’s building a unified brand in one of the most complex corners of healthcare — and doing it right in the middle of the AI revolution. Kristin shares how symplr has evolved from a collection of acquired companies into
AI Quick Take: ChatGPT Agent
In this AI Quick Takes episode, I review one of the most intriguing recent developments in AI – OpenAI’s introduction of ChatGPT Agent. I break down what makes ChatGPT Agent fundamentally different from the ChatGPT we’re all familiar with. I also explore how this could be applied in healthcare marketing. For example, whether you’re
How To Navigate The Big Federal Budget Cuts
In this episode, Dan Czech, Vice President of Insights at KLAS, and my colleague Mark Ewrich, Chief Strategy Officer at Health Launchpad, and I discuss a “Must-Read” study, “Navigating the Uncertainty of Federal Policy 2025.” Dan and his team at KLAS surveyed almost 170 healthcare organizations to understand how they’re responding to recent federal policy
AI Quick Take – The Impact of AI on Search and EEAT
In this episode of the Healthtech Marketing Podcast, we kick off our new AI Quick Takes series. Adam Turinas explains how generative AI is fundamentally changing search traffic and what healthcare technology marketers need to know about Google’s EEAT framework. Drawing from his own experience of declining website traffic despite years of steady growth, Adam
Why You Need to Start a Video Podcast
In this episode of The HealthTech Marketing Show, I welcome Carol Flagg, founder of Answers Media Network and Healthcare Now Radio, to discuss the evolution of podcasting and the emerging trend of video podcasting in healthcare technology marketing. Carol shares her journey from traditional media sales to building a healthcare IT content syndication network
The Latest Thinking on Thought Leadership
In this episode of The HealthTech Marketing Show, I am joined by Colin Hung, Editor in Chief at Sway Health, and Lea Chatham, Content and Brand Strategist at Health Launchpad, to explore the evolving landscape of thought leadership in healthcare marketing. We discuss how thought leadership has transformed with new mediums, the blurring lines
Latest LinkedIn Ads Best Practices for Healthtech Marketers
In this episode of The HealthTech Marketing Show, host Adam Turinas is joined by Valerie Stachurski, Chief Marketing Officer at RxPx, and Paul Vandre, Digital Marketing Lead at Health Launchpad, to discuss best practices for LinkedIn advertising in B2B healthcare marketing. Valerie shares insights from her award-winning direct-to-patient campaign for sickle cell disease and
The Power of Storytelling in Healthcare Technology Marketing
In this episode of The HealthTech Marketing Show, I am joined by Kristen Jacobsen, VP of marketing at RevSpring and Justin Metz, Content Lead at Health Launchpad, to explore the critical role of storytelling in healthcare technology marketing. We delve into how effective storytelling transforms business discussions into human stories, showing how technology improves
Beyond Vanity Metrics and The Need for Meaningful KPIs
In this episode we sit down with two marketing leaders who are redefining how we measure marketing impact in healthcare. Adrianna Hosford from Artera and Lauren Burke from AMPS share their journey from basic “vanity metrics” to sophisticated revenue attribution models that prove marketing’s true business value. Discover why the buying cycle is actually
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,
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
Key Takeaways from the ABM Journey
In this episode of The HealthTech Marketing Show, I (Adam Turinas) discuss The Account-Based Marketing (ABM) Journey with guests Kelly McDermott, CMO at Caregility, and Erik Johnson, VP of Marketing at Harmony Healthcare IT. We dive deep into the ABM journey, from initial implementation to mature strategies. Erik shares insights from the early stages of
Start with Who: Precise Audience Targeting for B2B
In this episode of The HealthTech Marketing Show, I explore the critical importance of precise audience targeting in health tech B2B marketing with Mark Erwich, Chief Strategy Officer at Health Launchpad. Getting your target market right can be the difference between success and failure in B2B Healthcare marketing. We discuss the differences between Total Addressable
What Drives Healthcare IT Purchases? Insights from the Latest HIMSS Study
In this episode of The HealthTech Marketing Show, host Adam Turinas sits down with Matt Carollo from HIMSS Media to discuss the findings of the latest Healthcare IT (HIT) Buyer Study. They explore how healthcare technology buyers make purchasing decisions, the role of content in influencing these decisions, and the evolving dynamics of the buyer collective. With fresh insights from an expanded respondent pool, this year’s study sheds light on shifting buying cycles, the critical importance of product demos, and the most trusted sources of industry information.
Unlocking Advanced AI Marketing Tools for Your Team
In this episode of The HealthTech Marketing Show, I welcome back Casey Meehan to explore the latest AI tools revolutionizing marketing strategies. We discuss the evolution of AI adoption in healthtech marketing, insights from recent research, and practical ways teams can leverage AI to enhance video production, sales enablement, and content creation.
The Four Healthtech Marketing Personas: Which One Are You?
In this episode of The HealthTech Marketing Show, host Adam Turinas, Lea Chatham, and Mark Erwich explore four distinct personas that emerge from analyzing conversations with over 200 health tech marketing leaders. Using AI technology to analyze over 20 hours of discussions from the Health Tech Marketing Network and one-on-one interviews, they uncover and discuss
Rethinking B2B Healthtech Pipelines
We do something slightly different for this episode of The HealthTech Marketing Show. Colin Hung from Swaay Health takes over as the interviewer to discuss the evolving dynamics of pipeline management in healthcare marketing with Mark Erwich, Chief Strategy Officer at Health Launchpad, and me. We discuss how traditional B2B marketing methods are losing effectiveness
Top Five Healthtech Marketing Challenges for 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? Drawing insights from a year’s worth of community discussions and analysis within the Health Tech Marketing Network, we identified five issues that marketing leaders view as their priorities in
HIT Marketing 2025 Benchmarks in 7 Charts
This post is to help you read along as you listen to the episode of the Healthtech Marketing, “A Year in 7 Charts”. This provides a retrospective of 2024’s key marketing trends that will help you benchmark your marketing operations against industry trends. Listen Here In seven charts we review data on several key issues
The Buyer Journey Extravaganzapalooza
This special episode of The HealthTech Marketing Show dives into all things related to the buyer’s journey, including insights and highlights from expert interviews and research conducted throughout the year. You will hear highlights from the HIT Buyer Research with Matt Carollo, Senior director of sales enablement at HIMSS, Kaycee Kalpin, CMO of Premier Inc.,
Programmatic Advertising: An Effective Tool for B2B Marketers?
In this episode of The HealthTech Marketing Show, we delve 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
My Insane Personal LinkedIn Routine
In this episode of The HealthTech Marketing Show, I will detail my personal LinkedIn routine, which has been instrumental in the success of my marketing consultancy. Learn how I leverage LinkedIn as a core marketing tool to grow my personal and company brand, attract prospective clients, and maintain meaningful connections within the health tech industry. This
The Changing Landscape of Measurement and Attribution
The latest episode of The HealthTech Marketing Show is live. We go deep on marketing measurement and attribution with guests Gretchen Hoffman, B2B SaaS Marketing Leader, and Mark Erwich, Chief Strategy Officer for Health Launchpad. This episode covers the shift from traditional lead-based metrics to a more account-based, opportunity-driven approach. We also explore how data analytics and AI are reshaping the landscape.
Battle-Tested Techniques for Sales Pipeline Acceleration
In this episode of The Healthtech Marketing Show, host Adam Turinas welcomes Mark Erwich, Principal and Chief Strategy Officer at Health Launchpad, to discuss sales pipeline acceleration in healthcare technology marketing. With over 20 years of experience in healthcare technology marketing, Mark brings a wealth of knowledge to address one of the industry’s toughest
Mastering Buying Group Engagement
In this episode, Adam Turinas is joined by Kerry Cunningham from 6sense and Mark Erwich from Health Launchpad to explore the latest insights into the B2B buyer journey. Kerry, an expert in B2B marketing strategy, shares compelling research findings about buyer behavior, emphasizing the importance of understanding and engaging buying groups rather than individual leads.
AI and Marketing – Latest Foundations with Casey Meehan
In this episode of the Healthtech Marketing Show, Adam Turinas is joined by AI expert Casey Meehan to get the latest insights and updates on AI in marketing. This includes the latest developments, tools, and strategies reshaping how marketers approach their work in the age of artificial intelligence.
How to Become an Expert Product Marketer
In this post, we will share how to master the complexities of product marketing. Michael Gemmati is all in on product marketing. As Head of Marketing and Portfolio Strategy at Health Recovery Solutions, he is shaping the company’s product marketing strategy along with all of his marketing responsibilities. He joined me for the Healthtech Marketing Show to share best practices that will help any marketer improve their product marketing.
Best Practices Healthcare B2B2C
I recently had a great chat with the wonderful Bonni Kaplan DeWoskin, an expert in Healthcare B2B2C. Currently, Bonni is a fractional CMO with extensive experience running B2B2C programs for health tech, homecare, and other healthcare sectors. I sat down with Bonni for the Healthtech Marketing Show to get some practical 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.
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.
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.
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. Listen to the Episode 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
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.
Building a GTM Engine
Insights from the Healthtech Marketing SummitOn April 29th, the Healthtech Marketing Summit brought together industry leaders to discuss strategies and best practices for go-to-market success in the healthcare technology space. One of the standout sessions, “Building a GTM Engine,” delved into the key components of a well-oiled go-to-market machine. The panelists, led by Bob Blount,
Embracing ABM To Change The Sales and Marketing Model
Listen to Episode In this epsiode, we bring you insights from the recent Healthtech Marketing Summit, where two industry leaders, Ben Person, CEO of Tenon, and Kelly McDermott, CMO of Caregility, shared their experiences and strategies for embracing Account-Based Marketing (ABM) to drive complex B2B sales in the healthcare technology sector. Moderated by Adam Turinas,
How To Leverage Authenticity, Advocacy, and Analytics to Build Your Brand
Building a strong brand is more important than ever for healthtech companies. The key is differentiate by establishing trust, credibility, and emotional connections with target audiences. At the recent Healthtech Marketing Summit, hosted by Health Launchpad, marketing executives from top healthtech companies shared their insights on the state of branding and the strategies needed to succeed in this dynamic environment.
The Evolution Demand Generation in Healthtech Marketing
Listen to the Episode In this replay of the first session from the Healthtech Marketing Summit, we dive into the evolution of demand generation in the healthtech industry. The session is moderated by Adam Turinas, CEO and founder of Health Launchpad, a healthtech marketing agency. Adam is joined by an expert panel featuring Matt Carollo
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
Latest Best Practices in Using AI for Content Creation
Creating high-quality, engaging content consistently can be a daunting task for even the most experienced marketers. AI is changing the way we approach content creation, offering new opportunities for efficiency, creativity, and personalization. Casey Meehan, founder of Blazing Zebra, and Lucy Railton, VP of Marketing for the Drummond Group, shared their insights and experiences on how to leverage AI throughout the content creation process effectively.
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.
Beyond Profit: The Power of Purposeful Branding in Health care
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: purpose driven branding. By aligning their mission, vision, and values with
The Evolving Role of the Tech SDR 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.
Finding Your Next Gig: A Guide for Job Seekers in Health tech Marketing
Losing a job, whether planned or unplanned, is an emotional and challenging experience that most of us will face at some point in our careers. The journey to finding your next opportunity can be overwhelming, but with the right mindset, strategies, and resources, you can navigate this process successfully.
Unlocking the Power of Internal Marketing with Stacey Danheiser, Shake Marketing
To be an effective healthcare technology marketer, you must be well-versed in crafting compelling campaigns, engaging with external audiences, and driving growth for your organization. However, have you ever considered the importance of internal marketing?
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 OpportunitiesIn today’s rapidly evolving healthcare industry, artificial intelligence (AI)
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.
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.
Transforming Your Organization for Social Selling
On a recent episode of The Health tech Marketing Show, I sat down with social selling expert Tim Hughes, author of Social Selling Techniques to Change Makers. With 25 years of enterprise B2B sales experience and a history of rolling out social selling to thousands globally, Tim shared his methodology for transforming organizations to sell
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 (Health Launchpad).
Separating Signal from Noise: Understanding Healthcare Analysts
Industry analysts play a vital role in healthcare technology, helping buyers navigate an increasingly complex vendor landscape. In this episode of the Healthtech Marketing Show, John Moore III, Managing Partner of Chilmark Research, lends his perspective as a veteran analyst to elucidate the value firms like his provide. Read on for John’s insights on the role of healthtech analysts.
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.
AI for Marketing Teams – An update from Casey Meehan
In the latest episode of the Healthtech Marketing Show, I chatted with Casey Meehan about AI for marketing, particularly the continual developments in generative AI. We first spoke with Casey about Generative AI last year with a heavy focus on content marketing, and so much has happened since then.
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.
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.
Using AI for Sales Enablement
In this episode of the Healthtech Marketing Show, Health Launchpad principal Bob Blount discusses how artificial intelligence (AI) tools like Claude and ChatGPT are transforming sales enablement by helping sales teams craft more personalized and relevant messaging for prospects.
Health Tech Marketing Trends 2024
As we wrap up 2023 and look ahead to 2024, it’s worth reflecting on some of the key trends impacting marketing for health tech companies. In this week’s Healthtech Marketing Show, I share my thoughts on Health Tech Marketing Trends 2024, based on recent conversations with health tech marketers.
B2B Webinars That Work: Expert Tips and Best Practices
Webinars remain a staple B2B marketing channel for quality lead generation and driving sales pipeline growth. But how can you ensure your virtual events actually deliver results? To unpack webinar best practices, I recently hosted my awesome colleague Hannah Drake Kelley on the Healthtech Marketing Show, where she shared tips from first-hand success running high-converting webinars.
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.
The Impact of ChatGPT on Content Marketing – Casey Meehan
Unless you have been hiding under a rock in the last six months, you will be aware that ChatGPT is a big deal. It affects marketing in many ways, not least content marketing. Generative AI has been making a gradual impact on Content Marketing for a few years. ChatGPT 4 could be transformative. If you are a content marketer concerned about the impact, fear not generative AI can give you superpowers, but you have to take action to master it.
All About Social Selling – Anita Windisman, Bluesquare Collective
In this episode of the Healthtech Marketing Podcast, I interviewed Anita Windisman, a LinkedIn and social selling guru. Anita is a confounder of Blue Square Collective. She is a very highly regarded expert in social selling. At Blue Square, she helps companies master digital and social selling. Before founding, Blue Square was a Customer Sucess leader with LinkedIn in Europe.
The Partnerships Episode – Jenna Chambers and Brittany Jones
In this episode, we are doing something a little unusual, and we have two terrific guests today in this special episode on partnerships. This is a deep dive into the whole area of sales and marketing partnerships.
We dive into how both companies leverage partnerships for growth and delivery, the strategic importance of partners, especially in customer success, how they find, qualify and engage partners, what makes a successful partnership and more.
Everything ABM Everywhere All At Once (an interview with Terminus CMO, Natalie Cunningham)
If you are looking for an excellent way to understand ABM, what it is, how it works, and what it can do for your business, listen to one of the clearest voices on the power of ABM, Natalie Cunningham, CMO of Terminus.
What It Will Take for Digital Health Adoption To Happen, Dr Nick Patel, Digital Health Transformation Health Expert
Dr. Nick Patel is a highly accomplished physician, healthcare executive, and a well-known expert on digital transformation. In 2021 and 2022, he was recognized by Beckers Hospital Review as one of the 50 innovative chief digital officers to know.
If you care about digital health adoption, you will want to watch this episode.
An ABM Journey – Kelly McDermott, CMO of Caregility
Over the last two years, Kelly McDermott, Chief Marketing Officer of Caregility, has guided this leading virtual care firm through the ABM journey. They have transformed the way they market to a full-scale ABM model. I interviewed Kelly for the latest episode of the Healthtech Marketing Podcast. It was a highly insightful conversation about what it takes to transition an organization to ABM.
B2B Healthtech Marketing Podcast – Use of Social Media at Scale – Simon Rost, Marketing Executive, GE Healthcare, Europe
Effective use of social media at scale for large B2B organizations is a big challenge. In this podcast, Simon Rost, the Marketing Executive of GE Healthcare, Europe, explains how their global healthcare technology firm has mastered this.
Healthtech Marketing Podcast – The Start-up Journey – Daniel Pluard, CEO of Intely
In this podcast that’s brought to you in partnership with HIMMS, Daniel Pluard, the CEO of Intely, a healthcare interoperability Start-up, shares about their low-code/no-code approach to tackling highly complex issue in automation workflows
Healthtech Marketing Podcast – David Fortino, Netline on Content Marketing Insights
In this podcast, Adams Turinas, CEO & founder of healthlaunchpad gets actionable content marketing insights from David Fortino, the Chief Strategy Officer of Netline, a leading content syndication Platform.
Healthtech Marketing Podcast – The Healthcare Technology Buyer’s Perspective – Sunila Levi
In this engaging Healthtech Marketing video podcast, Sunila Levi, a long-time Healthcare Technology Executive with rich experience in different sectors of US healthcare systems, talks about Healthcare Information Technology from the buyer’s perspective.
