Welcome to the Healthtech Marketing Podcast

Marketing to healthcare is hard. We can all use a little help. Join us for the Healthtech Marketing Podcast 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 healthlaunchpad.

In the first few episodes, we spoke with marketing leaders of Intersystems and Nuvolo, a highly experienced healthtech buyer and a specialist in event marketing.

Coming up are episodes on B2B marketing, SEO and more.

Presented by

HIMSS presents Healthtech Marketing Podcast
healthlaunchpad presents Healthtech Marketing Podcast

Latest episodes

May 12, 2022

In a previous webinar, we shared how you can stand out in virtual events. In this Healthtech Marketing podcast, Rachel Stephan, the CEO & Founder of Snöball Event Marketing discusses how they help their customers get better events registration and engagement by turning stakeholders into awesome marketers or events promoters.

May 3, 2022

In this podcast which is brought to you in partnership with HIMMS, Adam Rosenberg, the Director of Marketing at RexRevu, shares some of the simple Healthtech Marketing approaches that they use to reach their target markets.

April 11, 2022

As a healthcare marketer or vendor, a better understanding the buyer’s journey is critical in crafting targeted campaigns, and customer engagement strategies. In this Healthtech Marketing podcast, Melanie Turner, Associate Vice President (AVP) at Health System Information Services(HSIS),  UAB, Medicine Enterprise, shares valuable lessons based on her perspective as a healthcare solutions customer.

February 25, 2022

In this Healthtech Marketing podcast, Kaycee Kalpin, the Chief Marketing Officer of Premier Inc. discusses how they work with thousands of healthcare vendors to meet the needs of hundreds of healthcare organizations. She also dives into the Agile Marketing approach with Adam Turinas, the CEO, and founder of healthlaunchpad Kaycee shares some of the innovation

February 17, 2022

In this post, James Rose, Head of Marketing at InterSystem, speaks with Adam Turinas, the CEO of healthlaunchpad on how they approach empathy-based brand strategy.

February 16, 2022

In this engaging podcast discussion, Karsten Russell-Wood, a Chief Marketing & Experience Officer at EQUUM Medical, shares his rich experience and lessons on how you can build trust in B2B healthcare marketing.



Excerpts

Robyn Duda Explains Hybrid Events.

"In my opinion, it is, when you’re bringing both the physical and the virtual environment together under one roof.  I don’t think that means that you’re live broadcasting the event in its totality, to a virtual audience.

I think that they need to be in, what I advise my clients, are separate experiences complementary to each other. That I think is the difference.

Someone can go to the live event and still get something out of that digital event that you’re putting together in this hybrid.

There are hybrid moments that you can interact, you can see what’s happening on-site, and you can take advantage of some of the things that happen out of the live event. But then, they aren’t that there, they feel like they’re not watching, snow globe happen without them in it.

They are living a different experience that’s tailored to what their limitations are. It’s tailored to the benefits are of that medium.

So what I advise is, break everything you do down. Build it back up in a place that is the easiest and best consumable.

It doesn’t matter if the event is a physical, virtual, or hybrid experience. How do you get across? How do you solve someone’s problem? The best way possible that gets them from point A to point B with you?"

Dr. Jordan Tannenbaum On Being The Target Buyer Or Influencer

"I mean, that’s a great point because most of my email, especially external email, is marketing. Cold calling or cold emailing about different products, and, you know, there are different approaches as you well know. They try to get your attention. Some people call the office.

So, you know, it’s a constant struggle to balance looking at that, and you know, to be fair, you know, a lot of the things that we get marketed to, we already have a solution, we’re not in the market for it, we’re not going in.

Once in a while, and I’m gonna say four times a year that a company gets me and I say:

Wow, I want to contact that person because of a: a problem we are trying to solve, or b: I had no idea that was in the market, that it was a solution because you just told me I had a problem that I didn’t know I had for free. Or, I’m unhappy with what I’m doing now, and maybe what you’re selling sounds like what I need. But you have to tell me, exactly.

You know, although healthcare is behind technology, I think we can all agree. If you look at most other fields, adoption of technology, especially digital consumer-facing technology is behind.

Marketers Should Focus On Benefits

But, we also do have a lot of technology in place, so you can bet on whatever you’re trying to sell me, I probably have, and the fact that you are selling it to me isn’t enough. You need to tell me how you’re better than your competitor or how you are better than the standard solutions in your space. That will get my attention. I’ll be keen on what the benefit is against your competitor."

Jim Rose, Intersystems – On Lack Emotional Connection With People

"So our problem is common when it comes to software companies we work with. You know, Adam, people don’t have an emotional connection to the software we make.

It’s just that nobody sees it, because other systems are run on top of it. Now, our direct purchasing customers understand it because they’re dealing with it all the time.

But the rest of their company and the average person on the street have no connection at all to this software. So I equated it to being like a water heater in your house.

It’s there, you know it’s there, but you don’t really care about your water heater. You have no emotional connection to your water heater, but you do have a really strong emotional connection to taking a hot shower in the morning on a cold day.

The Need To Focus On People’s Emotional Connection

So while focusing on people is one of the first foundations of our brand strategy, people don’t have a strong emotional connection to what we make.

But people have a very strong emotional connection to the outcomes. Our software is valuable in healthcare. That’s doctors, being able to make the right decisions and patients recovering and having happy lives, and so on.

What we’ve been doing is building our brand. What we’ve done is put a lot of emphasis on the outcomes we enable. And also, what it is we produce in less technical terms.

Intersystems On Healthy Data Theme

So, one of our common themes now is healthy data. In other words, you need data that is equated to clean water. There’s clean data and there are healthy data.

We have used the Clean Water metaphor. So, clean data is like clean water, it’s been disinfected and it’s not going to kill you if you drink it. That’s great.

The difference between clean data and healthy data is that if clean data is like clean water, healthy data is like clean water warmed up to 102 degrees coming out at 30 psi and your showerhead in the morning.

Again, it’s not that I’m overemphasizing showers, but again if you have clean, great water, but it’s not everything you need, right? So what we focus on is the result."

Ben Person’s Insight – How Nuvolo’s Measures ROI 

"... measuring ABM is hard. We’re starting to now finally get to a point where we’re truly able to measure ROI and I’ll just give you some metrics.

To give you a few different data points, with just ABM in the last quarter, we got 6,000 page views that were influenced through ABM just this last quarter. We had 17 million of net new pipeline that input through ABM as net new.

And we had 47 million to an existing pipeline. One of the things that we’re also pivoting on, Adam, is targeting our current pipelines or running ABM and not only just to find opportunities and find leads, but also influence opportunities through this, the buyers’ journey. Yep, I, what I mean by that is we now have an opportunity of running through pipeline stages.

Ben Explains ABM Role – Brand-building & Buyer Journey

One of the things we’re doing now is for all of our current active opportunities to keep ABM running through that buyer journey.

What that does that keeps our brand in front of that buyer through that entire process you think about an RFP for example request for proposal and we don’t have a lot of interaction with our buyer during that process, besides the procurement person, but ABM can keep our brand and our message and our information in front of those potential buyers through that entire RFP process.

So while some nice flexibility allows us to keep our brand, our value in the front of our potential buyers but one of the other data points that are early on in this measurement, but we’re looking at a couple of other data points.

Creating New Pipeline With ABM To Boost Revenue

How is it potentially increasing the value of our opportunities using ABM so as to create a new pipeline, when we applied ABM to it?

It was increasing the average size of that opportunity by almost 50%, increasing annual revenue, recurring revenue increase just by applying MDM to that early stage in that measurement when you think about that value-wise.

How is that happening, Adam? We don’t just sell into one department within a hospital or an organization.

We sell into multiple departments within an organization. So the more departments and organizations can see our brand and our solutions, the more we expand our footprints."

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