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 adam@healthlaunchpad.com.
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Latest Episodes of the Healthtech Marketing Show
Mastering the Art of Buying Group Engagement Part 1
This is part 1 of a two-part article on the B2B journey and how recent research has led to a redesign of the B2B marketing model around engaging Buying Groups rather than focusing on leads. We covered this topic in depth in the most recent episode of our podcast. Listen to the Episode Kerry Cunningham,
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. 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
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 Summit On 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
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 Opportunities In today’s rapidly evolving healthcare industry, artificial
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.
Healthtech Marketing Podcast – The Power of Ethnography, Dean Browell, Ph.D.
“Living among gorillas” is an expression you will hardly come across when it comes to healthcare marketing. But you will in this podcast. Talking to Adams Turinas, the CEO & Founder of healthlaunchpad, Dean Browell, Ph.D. , an ethnographer and Chief Behavioral Officer of Feedback, reveals how their innovative ethnographic firm relies on customers’ insights.
Healthtech Marketing Podcast – Making a Successful Pivot – Guy Friedman, CEO of SteadyMD.
In this video podcast, Guy Friedman, Co-Founder & CEO of Steady MD, talks about how they made a successful pivot by creating a network of physicians who are licensed in every state and provide care via telehealth
Approaches To Scaling a Complex Health-tech SaaS Startup – Lizzy Feliciano & Elizabeth Fennell, H1
In this podcast, two veteran marketers in the health-tech space from H1, Lizzy Feliciano( SVP of Marketing) and Elizabeth Fennel (Director of Integrated Marketing) talk to AdamsTurinas (CEO & Founder of Healthlauchpad) about their approach to building a new and complex SaaS company.
Healthtech Marketing Podcast – Marketing With Partners Nick Kagal, VP of Marketing SpinSci Technologies
In our previous podcast, we shared how you can transform your stakeholders into Health Care Event promoters. In this podcast, Nick Kagal, VP of Marketing at SpinSci Technologies discusses their approach to partnership building. He also explains how they collaborate with their partners at events.
Healthtech Marketing Podcast: Getting Better Engager at Events, Rachel Stephan, CEO, Snöball
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.
Healthtech Marketing Podcast: Simple Approaches To Complex Strategies, Adam Rosenberg, Director of Marketing, RXRevu
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.
The Buyer’s Journey Perspective: – Melanie Turner, AVP, HSIS, UAB Medicine Enterprise
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.
Agile Marketing In Healthcare: Kaycee Kalpin, Chief Marketing Officer, Premier Inc.
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
Healthcare Brand Development Strategy : Empathy-based Marketing Approach
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.
Building Trust Healthtech Marketing: – Karsten Russell-Wood, Chief Marketing & Experience Officer, EQUUM Medical.
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.
The Power of Networking In Healthcare Marketing: Hays Waldrop, Founder of IHES
In this very interactive podcast, Hays Waldrop, Founder of IHES, talks to Adam Turinas, CEO & Founder of healthlaunchpad, about their healthcare communities made of Providers group, (vendors & Sponsors), Supplier group, & Supplies group among others.
Healthtech Branding & Marketing Strategies : Ryan Grable, SVP of Marketing, PerfectServe: Ryan Grable, Chief Marketing Officer, PerfectServe
In this Healthtech Marketing podcast, Adam Turinas, the CEO of healthlaunchpad, discusses brand strategy with Ryan Grable, a Senior Vice-President of Marketing at PerfectServe. PerfectServe is the service leader in Clinical Communications & Collaboration space which spans diverse healthcare settings
Building a Content Marketing Strategy to Sell Complex Technology: Lucy Railton, Director of Marketing, Smile CDR
In this episode 8 podcast, Adam Turinas, the CEO of healthlaunchpad, talks to Lucy Railton, Director of Marketing of Smile CDR, a Canadian healthcare data technology company. In the video below, Lucy explains how their company has built a marketing engine that is anchored on technology-supported content marketing strategy
Building a Tightly Integrated Sales & Marketing Team: Royce Brunson, Chief Revenue Officer of Health Recovery Solutions
This podcast covers my conversation with Royce Brunson who is a Chief Revenue Office at Health Recovery Solutions, a remote monitoring service provider. Royce provides great insights on the strategies they have used in building a tightly integrated sales and marketing team.
SEO is Part of the Culture: David Kosloski, Director of Marketing, Avelead
In this Healthtech Marketing podcast produced through the partnership of HIMSS and healthlaunchpad, I talk to David Kosloski, the Director of Marketing at Avelead
Tales From a B2B Marketing Guru : Drew Neisser, Founder of Renegade Marketers & CMO Huddles
In this Healthtech marketing podcast, I interview Mr. Drew Neisser, a B2B Rockstar Marketer and founder of Renegade Marketers…Unite! & and CMO Huddles. He shares his journey to B2B marketing and the challenges he faced, and how he transitioned.
The Future of Event and Experiential Marketing: Robyn Duda, Growth Strategist and Experiential Marketer
The awesome Robyn Duda is an expert in events and experiential marketing. In this episode, she shares insights on how the event marketing space has been disrupted by COVID, how event marketers are adapting and some candid perspectives on what the future looks like.
Insights from a Healthcare IT Buyer: Dr. Jordan Tannenbaum, CIO/CMIO St Peter’s Healthcare
Dr. Jordan Tannenbaum is a physician turned CIO and CMIO at Saint Peter’s Healthcare System, New Brunswick, New Jersey. In this episode, Dr Tannenbaum shares how his healthcare system has adapted to the pandemic and how it is changing what they buy and how they buy.
How To Build a Leading Healthcare IT Brand: Jim Rose, Chief Marketing Officer, Intersystems
In this episode, you will hear from marketing veteran, Jim Rose who leads marketing for the awesome Intersystems. Jim shares insights and candid perspectives on how to build a brand for a large faceless poorly understood software firm. This podcast is brought to you by HIMSS and healthlaunchpad.
A Healthcare Tech ABM Master Class : Ben Person, VP of Global Marketing, Nuvolo
In this first episode, you will hear from Ben Person , who leads marketing for the fast-growing Nuvolo. This is a master-class on ABM, how to make it work, how to measure it, and how to build an ABM Demand Engine. This podcast is brought to you by HIMSS and healthlaunchpad.
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