b2b healthcare pipelines

It’s Time to Rethink B2B Healthcare Pipelines (Podcast with Swaay Health)

Traditional B2B marketing tactics are losing their edge in healthcare, and industry leaders are taking notice. In this week’s episode of The HealthTech Marketing Show, Colin Hung from Swaay Health led an insightful discussion with Mark Erwich, Chief Strategy Officer at Health Launchpad, and I, exploring the changing landscape of pipeline management and marketing strategies in healthcare.

We discussed the big shift in healthcare marketing. There is a move from conventional B2B methods to more targeted, account-based approaches. As Erwich discussed, success in healthcare marketing today requires a delicate balance between personalized engagement and broader brand awareness.

A key theme throughout this episode is the growing importance of Account-Based Marketing (ABM) in healthcare. While ABM can be powerful, organizations should start small and build gradually. This measured approach allows teams to refine their strategies while maintaining existing marketing efforts.

The discussion also highlighted the critical role of thought leadership and customer advocacy in building credibility. Healthcare buyers increasingly rely on trusted voices and peer recommendations when making purchasing decisions. This shift demands that marketers focus on creating valuable content and fostering authentic relationships within their customer networks.

Some practical takeaways from the episode included:

  • The need to identify and respond to genuine buying signals rather than focusing solely on traditional lead metrics
  • How to build stronger alignment between marketing and sales teams
  • Ways to leverage existing customer networks for growth
  • Strategies for implementing ABM without overwhelming your organization

The conversation made it clear that healthcare marketing is at a turning point. Organizations that adapt their pipeline strategies to embrace more personalized, account-based approaches while maintaining a balanced marketing mix will be better positioned for success in today’s evolving healthcare landscape.

The full episode covers everything from specific pipeline management challenges to real-world examples of companies successfully implementing these new approaches. It’s particularly valuable for healthcare marketing professionals looking to modernize their pipeline strategies while maintaining sustainable growth.

Posted by Ian Schnepf
Posted in Blog, Healthtech Marketing Show, Pipeline Growth on January 20, 2025

Recent posts

About the Author Ian Schnepf

Hi, I am Adam Turinas, Health Launchpad's founder. I am passionate about helping healthtech firms succeed through better sales and marketing. I have hard-earned experience in healthcare technolgy as I started two healthcare businesses in the US, the first with zero healthcare experience. We sold the second business to a strategic buyer seven years later. Over 9 years building a healhtech businesses, I have learned how to sell and market effectively to healthcare organizations. Prior to this, I spent two decades in digital marketing across healthcare and other consumer industries where I sold over $100 million in products and services to corporations and healthcare orgs. I would love to talk with you. You can book a call with me on the right hand side. Best Adam (This is page 0 of many)Enter your text here...

Join over 3,000 marketers and sign-up for our weekly newsletter and get ideas, insights, ideas and unexpected perspectives on health tech marketing.

>