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 explains why LinkedIn represents 85% of her paid digital budget. She emphasizes the importance of personalization, content strategy, and maintaining consistent brand awareness campaigns on the platform.
Paul provides tactical advice on campaign structure, optimization techniques, and common pitfalls to avoid. He discusses the multi-stage approach to LinkedIn campaigns, moving prospects through awareness, engagement, and conversion phases using targeted content and retargeting strategies.
The conversation covers everything from content formats and A/B testing to account-based marketing integration and specific technical optimizations that can dramatically improve campaign performance.
Key Topics:
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- [00:00:00] Introduction
- [00:04:00] LinkedIn’s role in RxPx’s marketing strategy – 85% of paid digital budget
- [00:10:00] Understanding LinkedIn engagement metrics beyond clicks
- [00:11:00] Keeping users on-platform vs. driving traffic to landing pages
- [00:13:00] Content strategy: eBooks, case studies, and therapeutic area-specific content
- [00:17:00] Different ad formats: video ads, thought leader ads, carousel ads
- [00:18:00] Personalization strategies and targeting different job roles
- [00:22:00] Campaign structure: awareness, engagement, and conversion campaigns
- [00:31:00] LinkedIn’s role in account-based marketing (ABM)
- [00:35:00] Final tips and conclusion
Want to learn more about using LinkedIn for B2B healthcare technology marketing? Explore this topic in greater depth in our detailed blog post.
Interested in exploring how to improve the LinkedIn strategy for your organization? Reach out to me directly to schedule a no-obligation discussion. This isn’t a sales call—just an opportunity to talk through your LinkedIn questions and challenges.
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